Competitive Landscape
Essity and Kimberly-Clark Defend Share as Private Label Gains Slow
Retail adult incontinence in Ireland remains a highly concentrated space in 2025, with the two leading companies, Essity Ireland Ltd and Kimberly-Clark Ltd, together accounting for 58% of retail value share. Essity holds the largest share at 31%, while Kimberly-Clark follows with 26%.
Tena Reduces Carbon Footprint to Meet Eco-Demand
Sustainability is a defining force in retail adult incontinence, shaping both product development and brand positioning in 2025. Tena has led the move towards environmentally responsible design by lowering the carbon footprint of its adult incontinence products by 17-46%, achieved through the use of thinner and more comfortable materials, smarter product designs and a shift to paper-based packaging for items such as Tena Lights Sensitive pads.
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Overview:
Understand the latest market trends and future growth opportunities for the Retail Adult Incontinence industry in Ireland 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 Ireland, 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 Ireland 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 Ireland?
- Which are the leading brands in Retail Adult Incontinence in Ireland?
- How are products distributed in Retail Adult Incontinence in Ireland?
- 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 Ireland - Category analysis
Key Data Insights
Tena Accelerates Eco-Driven Design to Capture Premium Demand
Tena Accelerates Eco-Driven Design to Capture Premium Demand
Tena Drives Wellness and Comfort with Proskin Innovation
Population Ageing and Wellness Focus Sustain Value Growth
Online Platforms Will Attract Buyers Seeking Privacy and Tailored Offers
Innovators in Discreet Comfort and Eco-Design Likely to Win Loyalty
Ageing Population and Rising Incomes Sustain Demand Momentum
Essity and Kimberly-Clark Defend Share as Private Label Gains Slow
Tena Reduces Carbon Footprint to Meet Eco-Demand
Supermarkets Sustain Lead by Combining Convenience and Value
Online Shopping Gains Traction with Discreet Delivery and Premium Focus
Health and Beauty Specialists Attract Premium Buyers with Wellness Positioning
Tissue and Hygiene in Ireland - Industry Overview
Plenty and Cushelle Drive Sustainable Innovation with Eco-Focused Launches
Key Data Insights
Plenty and Cushelle Drive Sustainable Innovation with Eco-Focused Launches
Tena and Bodyform Boost Clean Wellness with Skin-Focused Innovations
Convenient Formats and E-Commerce Fuel Demand for Functional Upgrades
Fsc-Certified Fibres and Compostable Packaging to Set New Standards for Value Growth
Premium Comfort and Eco-Friendly Features to Reshape Buying Decisions
Population Ageing and Rising Expenditure to Amplify Demand for Hygiene Upgrades
Procter & Gamble and Kimberly-Clark Remain the Leading Players, but Private Label Continues Gaining Share
Supermarkets Maintain the Leadership but E-Commerce Is Reshaping Channel Share
E-Commerce Attracts Premium Buyers with Subscription Convenience
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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