Competitive Landscape
Household Name Brands Defend Lead as Private Label Grows
Retail adult incontinence remains highly concentrated, with Essity AB and Hartmann-Vitamed (Pty) Ltd together accounting for 57% of value share in 2025, holding 32% and 25% respectively. Over the past five years, the market has become marginally less concentrated, as Essity AB’s share declined from 33% in 2020 to 32% in 2025, and Hartmann-Vitamed (Pty) Ltd’s share also fell from 29% to 25% over the same period.
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Overview:
Understand the latest market trends and future growth opportunities for the Retail Adult Incontinence industry in South Africa 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 South Africa, 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 South Africa 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 South Africa?
- Which are the leading brands in Retail Adult Incontinence in South Africa?
- How are products distributed in Retail Adult Incontinence in South Africa?
- 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 South Africa - Category analysis
Key Data Insights
Rapid Home Delivery Continues to Improve Access to Essential Care
Rapid Home Delivery Continues to Improve Access to Essential Care
Super Absorbent Polymer Technology Enables Thinner and More Discreet Products
Ageing Population Projected to Support Catgory Growth
Private Label Retailers Set to Capture Value-Driven Shoppers
Sustainability Expected to Become a Key Differentiating Factor
Household Name Brands Defend Lead as Private Label Grows
Dis-Chem and Clicks Focus on Growing Store Numbers to Drive Sales
Tissue and Hygiene in South Africa - Industry Overview
Essential Nature of Tissue and Hygiene Products Supports Strong Demand
Key Data Insights
Essential Nature of Tissue and Hygiene Products Supports Strong Demand
Convenience and Affordability Remain Key Purchase Drivers for South African Parents
Always Wins Trust as Parents and Women Choose Comfort over Cost
South African Consumers Expected to Become Increasingly Driven by Price-To-Value Ratio
Nappies/Diapers/Pants and Retail Adult Incontinence Set to Drive Category Growth
Legacy Brands Retain Lead in Key Categories, Despite Intensifying Value Focus
Supermarkets Expand Delivery Capabilities to Reinforce Consumer Loyalty
Grocery Delivery Boosts E-Commerce but Offline Retail Remains Dominant
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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