Competitive Landscape
Softex Indonesia Overtakes Uni-Charm Indonesia as Innovation Shifts Consumer Loyalty
Retail adult incontinence is highly concentrated, with Softex Indonesia PT and Uni-Charm Indonesia Tbk PT accounting for 97% of retail value share in 2025. The industry has become more concentrated over the review period, with Softex showing strong growth in 2025, while Uni-Charm Indonesia witnessed a decrease in value share.
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Overview:
Understand the latest market trends and future growth opportunities for the Retail Adult Incontinence industry in Indonesia 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 Indonesia, 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 Indonesia 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 Indonesia?
- Which are the leading brands in Retail Adult Incontinence in Indonesia?
- How are products distributed in Retail Adult Incontinence in Indonesia?
- 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 Indonesia - Category analysis
Key Data Insights
Confidence Transforms Perceptions and Drives Robust Sales Growth
Confidence Transforms Perceptions and Drives Robust Sales Growth
Pants-Style Innovation Reshapes Demand among Active Adults
Lifree and Confidence Drive Adoption with Health and Lifestyle Focus
Younger Consumers Drive Demand as Premium Features Expand
Moderate and Heavy Needs Shape Innovation and Value Creation
E-Commerce and Convenience Stores Reshape How Families Shop
Softex Indonesia Overtakes Uni-Charm Indonesia as Innovation Shifts Consumer Loyalty
Convenience Retailers Are Key Channel for Adult Incontinence
E-Commerce Attracts Deal Seekers with Privacy and Live Shopping
Major Brands Embrace Omni-Channel Approach
Tissue and Hygiene in Indonesia - Industry Overview
Cussons and Mitu Boost Sales as Affordability Trumps Premium Features
Key Data Insights
Cussons and Mitu Boost Sales as Affordability Trumps Premium Features
Confidence Redefines Adult Incontinence as Stigma Fades and Brands Look to Empower Women
Blood Leverages Clean Wellness Claims to Capture Young Consumers
E-Commerce Competition and New Entrants Reshape Pricing Dynamics
Premiumisation in Adult Care Accelerates as Social Media Drives Adoption
Affordable Innovation and Natural Claims Broaden Consumer Appeal
Uni-Charm Indonesia Pt and Softex Indonesia Pt Protect Share as Newcomers Leverage Value
Offline Retailers Hold Ground as Online Rivals Intensify Promotional-Led Growth
Livestream Promotions and Flash Sales Drive Digital Channel Momentum
Blood Leverages Omni-Channel Strategy to Win Young Deal-Seekers
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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