Just Published: "Incontinence in South Korea"

Incontinence products tended to be regarded as for use by patients who cannot move their bodies easily. Thus, the main consumer group was older people in their 70s or 80s. But recently, as the number of consumers suffering from urinary incontinence increases, specialised incontinence products have been gaining consumers' interest. According to the Korean Incontinence Society, a research institute studying the incontinence trend, trade press reports mentioned that around 40% of women after birth suffer from urinary incontinence, and 24% of men over 60 also suffer from the same disorder. As South Korea becomes an ageing society, the 60s is a stage when active lives are completely possible, so urinary incontinence could be a bothersome thing hindering daily lives.

Competitive Landscape

Yuhan Kimberly Co Ltd led the category in 2013, accounting for 52% share in retail value terms. The company is selling the Depend brand in South Korea and the only player to do mass marketing activities through TV commercials. The most recently introduced product, "Depend Underwear Style Pants", is the current target product; thus the company has been offering free samples in major districts where older consumers gather often. Even if there are costs to offering free samples, actual experience of usage is the key to attracting more consumers, based on the company's thought.

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Industry Prospects

Incontinence in South Korea is expected to show retail value CAGR of 5% at constant 2013 prices over the forecast period. This positive outlook is supported by the fast-growing ageing population.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Incontinence industry in South Korea with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Incontinence industry in South Korea, our research will save you time and money while empowering you to make informed, profitable decisions.

The Incontinence in South Korea market research report includes:

* Analysis of key supply-side and demand trends
* Historic volumes and values, company and brand market shares
* Five year forecasts of market trends and market growth
* Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

* What is the market size of Incontinence in South Korea?
* What are the major brands in South Korea?
* What are the most important channels for incontinence products?

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