Competitive Landscape
Essity and Kimberly-Clark Reinforce Dominance through Trust and Innovation
Retail adult incontinence in New Zealand remains highly concentrated, with Asaleo Care Ltd (Tena for Essity) and Kimberly-Clark New Zealand Ltd (Depend, Poise) dominating value share. In 2025, Asaleo Care achieved 52% value share, while Kimberly-Clark held 48%, showing an increase for both over the previous year.
Reusable Innovations and Niche Brands Create New Growth Avenues
The most notable product innovation in 2025 was the trial of reusable incontinence underwear made from organic and eco-friendly materials at Pacific Coast Village care home in Papamoa, which targets both cost reduction and landfill waste minimisation by offering an alternative to disposables. Additionally, the launch and availability of the Efemia bladder support device in New Zealand, a reusable medical-grade silicone product for women with stress urinary incontinence, further exemplifies the shift towards sustainable and lifestyle-oriented solutions.
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Overview:
Understand the latest market trends and future growth opportunities for the Retail Adult Incontinence industry in New Zealand 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 New Zealand, 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 New Zealand 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 New Zealand?
- Which are the leading brands in Retail Adult Incontinence in New Zealand?
- How are products distributed in Retail Adult Incontinence in New Zealand?
- 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 New Zealand - Category analysis
Key Data Insights
Contiflow’S Reusable Trial Sets Affordability and Sustainability Agenda
Contiflow’S Reusable Trial Sets Affordability and Sustainability Agenda
Light Adult Incontinence Dominates, but Moderate/Heavy Drives Growth
Continence Nz Drives Awareness as Ageing Fuels Product Demand
Light Solutions Set to Maintain Lead as Comfort and Dignity Reshape Preferences
Eco-Friendly Solutions and E-Commerce Will Reshape Business Strategies
Essity and Kimberly-Clark Reinforce Dominance through Trust and Innovation
Reusable Innovations and Niche Brands Create New Growth Avenues
Supermarkets Dominate with Convenience
Online Subscriptions and Specialist Platforms Reshape Shopping Habits
Collaborations Help Drive Innovation with Education and Workplace Solutions
Tissue and Hygiene in New Zealand - Industry Overview
Woolworths and Foodstuffs Drive Value Shift as Shoppers Prioritise Essentials
Key Data Insights
Woolworths and Foodstuffs Drive Value Shift as Shoppers Prioritise Essentials
Sorbent Leverages Premium Innovation to Sustain Value Despite Trading Down
Essity’S Geothermal-Powered Production Secures Eco-Conscious Loyalty
Private Label to Gain Volume Share as Value-Conscious Shoppers Drive Polarisation
Domestic Producers Will Gain Advantage as Sustainability Becomes Non-Negotiable
Ageing Population to Accelerate Growth in Adult Incontinence and Lifestyle Hygiene
Private Label Gains Erode Leaders’ Share as Affordability Drives Loyalty Shifts
Supermarkets Strengthen Hold as Shoppers Seek Weekly Convenience
Retail E-Commerce Captures Loyalty with Bulk and Privacy-Focused Offers
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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