Retail adult incontinence is one of the best-performing disposable hygiene categories, with growth potential in developed and emerging regions. The self-reported concerns over health and incontinence cross genders and generations, indicating opportunities for product innovation to meet a variety of consumer needs. The report provides an update on the latest category growth and projections, the impact of Coronavirus, insights into product formats, and digital strategies for consumer engagement.
This report comes in PPT.
While emerging markets have an estimated unmet potential of over 13 billion units, developed markets will continue to add to its large volume base, with an estimated unmet potential of 8 billion units. Both will see healthy growth in adult incontinence, supported by aging populations, increased consumer awareness of adult incontinence and improved product access in developing markets.
While current self-reported levels of the condition are relatively low, especially in some developing regions, efforts in consumer education and product awareness are paying off, with awareness of the condition among younger consumers rising. However, while some traditional industry players still focus on targeting seniors, feminine care start-up companies have begun addressing the need for incontinence among younger women.
In most markets, female consumers have more varied products and innovations developed for their needs, while industry players continue to work with the assumptions that men primarily use the pant/underwear format. This assumption limits the options available for men, in particular, those who want more options in the market for light incontinence products.
Retail incontinence continues to witness strong e-commerce growth, due to the discreet and convenient benefits that online shopping offers. As more seniors are shopping or researching online, there need to be interfaces and features that can help them navigate through online SKUs and provide a personable shopping experience.
This is the aggregation of retail and away-from home tissue and disposable hygiene products as well as Rx/reimbursement adult incontinence.
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