MEA posted a moderate CAGR despite being one of the smaller markets globally. Despite low consumer awareness and social taboos surrounding incontinence, the region is showing promise. Ageing populations boost demand for adult incontinence products. The growing acceptance of retail adult incontinence encourages new launches with companies focusing on discretion, premiumisation and maximum absorption. Despite the Coronavirus pandemic, growth is expected for the region.
This report comes in PPT.
The growing acceptance of retail adult incontinence encourages new launches. Companies are focusing on premiumisation that ensures maximum absorption as well as undetectability.
In many countries in the Middle East and Africa, adult incontinence products are taboo especially in rural communities. Furthermore, affordability remains a barrier for many consumers. Sanitary pads or cloth nappies/diapers are used as an affordable alternative.
Moderate/Heavy adult incontinence products are preferred over light adult incontinence products. Those who need light adult incontinence products would rather use sanitary pads as this is more affordable.
There is a growing ageing population in the Middle East and Africa as consumers live longer due to improved medical treatment. This trend is boosting demand for incontinence products.
This channel offers convenience to consumers in terms of home delivery and lower prices compared with chemists/pharmacies and drugstores/ parapharmacies, as well as discretion.
Despite the COVID-19 pandemic, growth is expected for the region. Availability of these products has not been hampered during this turbulent period.
This is the aggregation of retail and away-from home tissue and disposable hygiene products as well as Rx/reimbursement adult incontinence.
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