Competitive Landscape
Tena Sustains Trust Due to Well-Known Brand Image
Retail adult incontinence in 2025 remains highly concentrated, with Essity AustralAsia (Tena brand) holding a 42% value share and Kimberly-Clark Australia Pty Ltd at 33%. Procter & Gamble Australia Pty Ltd and Woolworths Group Ltd follow with 9% and 7% respectively, while Coles Group Ltd and Aldi Stores Supermarkets Pty Ltd account for smaller shares.
Confidenceclub Reshapes Expectations with Design-Led Innovation and Digital-First Delivery
The competitive landscape in retail adult incontinence is being transformed by emerging retail concepts and brands that prioritise discretion, dignity, and sustainability. In 2025, ConfidenceClub launched Invizi, a premium line with a minimalist, sophisticated design intended to destigmatise incontinence and make products “made not to be noticed”.
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Overview:
Understand the latest market trends and future growth opportunities for the Retail Adult Incontinence industry in Australia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Retail Adult Incontinence industry in Australia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Retail Adult Incontinence in Australia report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Retail Adult Incontinence in Australia?
- Which are the leading brands in Retail Adult Incontinence in Australia?
- How are products distributed in Retail Adult Incontinence in Australia?
- How is the rise of e-commerce changing the retail and competitive landscape?
- How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
- How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Retail Adult Incontinence products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Retail Adult Incontinence in Australia - Category analysis
Key Data Insights
Affordability Drives Consumer Loyalty and Trade-Down
Affordability Drives Consumer Loyalty and Trade-Down
Light Adult Incontinence Leads Growth through Convenience
Evidence-Based Premiumisation Becomes More Popular
Affordability to Remain a Permanent Value Driver
Light Adult Incontinence to Maintain Dominance Amid Rising Active Population
Loyality to Be Determined through Transparency and Credibility
Tena Sustains Trust Due to Well-Known Brand Image
Confidenceclub Reshapes Expectations with Design-Led Innovation and Digital-First Delivery
Coles and Woolworths Drive Routine Shopping as E-Commerce Surges on Privacy and Convenience
Confidenceclub Direct-To-Consumer Model Grows Retail Channel Presence
Tissue and Hygiene in Australia - Industry Overview
Affordability Significantly Influences Tissues and Hygiene Performance
Key Data Insights
Affordability Significantly Influences Tissues and Hygiene Performance
Sustainability Shifts From a Rising Trend to a Government Requirement Amid Eco-Regulations
Digital-First Hygiene Supported by the Mainstream Adoption of E-Commerce
Convenience, Consistency and an Ageing Population Set to Boost Incontinence Sales
Automated Replenishment and Operational Transparency to Drive Loyalty
Trust and Authenticity to Influence Thoughtful Spending Habits
Kimberly-Clark Pty Ltd Defends Lead as Challengers Gain through Digital and Sustainability
Emerging Brands Cleanlife and Kine Australia Grow Awareness through Innovation
Femlibre's Free Menstrual Care Model Reshapes Expectations
Everyday Essentials Drive Grocery Retailer Dominance
Emerging Brands and Collaborations Set New Standard, Impacting Purchasing Decisions
Country Reports Disclaimer
The following categories and subcategories are included:
Retail Adult Incontinence
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- Liners
- Light Pads
- Other Light Adult Incontinence
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- Moderate/Heavy Pads
- Diapers
- Pants
- Other Moderate/Heavy Adult Incontinence
Retail Adult Incontinence
Includes a variety of protective products for different levels of bladder or bowl adult incontinence. Products with different levels of absorbency are covered, including pads, pants/protective underwear, briefs, undergarments and pant/pad systems.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Retail Adult Incontinence research and analysis database.
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