Competitive Landscape
Tena Retains a Strong Lead Despite Private Label Gaining Ground
Retail adult incontinence remains highly concentrated, with Essity maintaining a commanding lead, largely through its Tena brand. Essity held a value share of 51% in 2025, having experienced a gradual decline from 57% in 2020.
Rethinking Incontinence: Aire Taps into Cultural Shifts
Aire stands out as a fast-growing emerging brand, having achieved a sevenfold increase in revenue in 2025 by focusing on community engagement and a purpose-led approach. Aire’s strategy addresses cultural stigma around ageing and incontinence, using education and storytelling to build emotional connection and trust.
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Overview:
Understand the latest market trends and future growth opportunities for the Retail Adult Incontinence industry in Singapore 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 Singapore, 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 Singapore 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 Singapore?
- Which are the leading brands in Retail Adult Incontinence in Singapore?
- How are products distributed in Retail Adult Incontinence in Singapore?
- 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 Singapore - Category analysis
Key Data Insights
Brands Innovate to Deliver Premiumisation and Convenience
Brands Innovate to Deliver Premiumisation and Convenience
Dr P and Aire Respond to Demand for Tailored, Premium Solutions
Tranquility Sets New Standards for Sustainable Manufacturing and Waste Reduction
Aire and Healthcare Partners Helping to Destigmatise Adoption and Boost Demand
Tena and Lifree Lead as Moderate/Heavy Solutions Remain Largest by Volume
Smart Diaper Pilots and Greener Solutions Shape Premium Opportunity
Tena Retains a Strong Lead Despite Private Label Gaining Ground
Rethinking Incontinence: Aire Taps into Cultural Shifts
Health and Beauty Specialists and E-Commerce Drive Sales
Audelacare and Bw Generation Drive Recurring Sales with Automated Delivery and Bulk Discounts
Tissue and Hygiene in Singapore - Industry Overview
Premiumisation Fuels Growth with Consumers Encouraged to Trade up
Key Data Insights
Premiumisation Fuels Growth with Consumers Encouraged to Trade up
Beautex and Ntpm Accelerate Demand with Sustainable and Convenient Innovations
Private Label Is Becoming More Sophisticated
Brands Invest in Ultra-Soft Designs as Comfort Sets New Benchmarks
Eco-Friendly Launches Gain Traction as Green Credentials Become the Norm
Digital Convenience and E-Commerce Reshape Shopper Habits and Competition
Kimberly-Clark and Unicharm Sustain Lead as Emerging Brands Gain Ground
Purpose-Led Brands Drive Momentum
Supermarkets Retain Dominance as Shoppers Value Bulk and Choice
E-Commerce Accelerates with Digital Value Bundles and Privacy
Online Exclusives and Digital Services Reshape Brand Competition
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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