Competitive Landscape
Friends and Lifree Defend Leadership, Although Fragmentation Intensifies
Retail adult incontinence in India remains concentrated among a small group of leading players, but the level of concentration declined over the past five years as the competition intensified and new brands gained traction. Nobel Hygiene Pvt Ltd, the owner of Friends, holds the leading position, but saw its share of retail value sales fall from 56% in 2020 to 44% in 2025, reflecting the entry and expansion of both domestic and international rivals.
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Overview:
Understand the latest market trends and future growth opportunities for the Retail Adult Incontinence industry in India 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 India, 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 India 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 India?
- Which are the leading brands in Retail Adult Incontinence in India?
- How are products distributed in Retail Adult Incontinence in India?
- 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 India - Category analysis
Key Data Insights
Affordable Ranges Increase Penetration among New Users, Driving Dynamism
Affordable Ranges Increase Penetration among New Users, Driving Dynamism
Pants-Style Launches Boost Convenience and Expand User Adoption
Tulips Normalises Incontinence Care through Inclusive Design and Celebrity Marketing
Brands to Normalise Daily Use, and Improve Comfort and Trust for Long-Term Adoption
Manufacturers Will Prioritise Skin Health and Breathability to Differentiate Products
Quick Commerce and Regional Access Strategies Set to Unlock Growth beyond Major Cities
Friends and Lifree Defend Leadership, Although Fragmentation Intensifies
Health and Beauty Specialists Retain Trust While E-Commerce Expands Access and Choice
Tissue and Hygiene in India - Industry Overview
Affordability Is Boosted by Gst?Rationalisation, Driving Growth
Key Data Insights
Affordability Is Boosted by Gst?Rationalisation, Driving Growth
Clean Wellness Becomes a Core Requirement in Certain Categories
Major Players Operationalise Sustainability for Epr Compliance
Dynamic Growth as the Consumer Base Expands, Disposable Incomes Rise, and Convenience Is Valued
Away-From-Home Sales Expected to Rise as Institutional Adoption Increases
Brands Accelerate Circularity to Comply with New Waste Regulations
Procter & Gamble and Unicharm Sustain Leadership Despite the Intensifying Competition
Offline Channels Anchor Everyday Sales in Tissue and Hygiene
Transformation in Distribution as Retail E-Commerce Maintains Its Dynamic Rise
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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