Competitive Landscape
Dsg International Maintains Its Dominance Due to Established Relationships
Retail adult incontinence in Thailand is highly concentrated, with the top two manufacturers, DSG International (Thailand) Plc and Unicharm Thailand Co Ltd, collectively accounting for an 84% value share in 2025. Sales became slightly more concentrated over the 2020 to 2025 period, with the share of the top two increasing from 83%.
Fu Berg Industrial and Private Label Focus on Value-Driven Pricing
Third-placed Fu Burg Industrial Co Ltd (AnCare, AnAn, Freelfree) held a 4% value share in 2025 by focusing on mid-priced pads such as Feelfree. Fu Burg’s success is attributed to value-driven pricing, a greater presence on online marketplaces, and wider distribution in convenience stores.
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Overview:
Understand the latest market trends and future growth opportunities for the Retail Adult Incontinence industry in Thailand 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 Thailand, 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 Thailand 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 Thailand?
- Which are the leading brands in Retail Adult Incontinence in Thailand?
- How are products distributed in Retail Adult Incontinence in Thailand?
- 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 Thailand - Category analysis
Key Data Insights
Strong Growth Due to Expansion of the Consumer Base and Improved Accessibility
Strong Growth Due to Expansion of the Consumer Base and Improved Accessibility
Light Incontinence Pants Leads Growth, and Premiumisation Advances
Certainty Fuels Premiumisation through E-Commerce and Convenience
Users of Incontinence Products to Prioritise Comfort and Innovation
Light Solutions to Outpace Heavier Formats as Active Lifestyles Persist
Digital Platforms Will Drive Bulk Buying and Personalisation for Users and Caregivers
Dsg International Maintains Its Dominance Due to Established Relationships
Fu Berg Industrial and Private Label Focus on Value-Driven Pricing
Users and Caregivers Choose Hypermarkets for Wide Assortment and Bulk Savings
Lazmall and Shopee Mall Drive Online Growth with Bundled Offers
Tissue and Hygiene in Thailand - Industry Overview
Resilient Value Growth Despite Population Decline Due to Prioritisation of Hygiene and Reliability
Key Data Insights
Resilient Value Growth Despite Population Decline Due to Prioritisation of Hygiene and Reliability
Cellox’S Premium Launch Highlights the Premiumisation Trend
Convenience Trend Demonstrated by Demand for Products That Simplify Daily Routines
Thai Consumers Likely to Embrace Premium Products for Comfort and Value
Ageing Population to Drive Rapid Gains in Adult Incontinence
Retail E-Commerce Expected to Accelerate Value and the Frequency of Purchases
Although the Top Three Players Remain Dominant, the Competition Heats up
Hypermarkets Leads, Retaining Loyalty as Families Seek Bulk Value
Lazada and Shopee Drive E-Commerce Gains with Multi-Pack Promotions
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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