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Incontinence products market research

Euromonitor has the world’s most comprehensive research on the incontinence category within the tissue and hygiene industry.  We monitor and analyse industry trends around the world, including in-depth data on market share and market size – from the “big picture” qualitative analysis; down to specific category data. 

Euromonitor data and market analysis cultivates your organization’s awareness of the market for incontinence products and the greater competitive environment, ensuring accurate and focused strategies for your business.

A resource for your entire organization, Euromonitor market research supports every level of business, assisting in strategic development, marketing, mergers and acquisitions, and brand management.

Our incontinence market research answer questions such as:

  • What is the market size of incontinence products?
  • What are the major brands in incontinence products?
  • What are the most important channels for incontinence products?
  • How do light incontinence products perform compared to moderate/heavy incontinence products?

results

 

Country Report

Incontinence in Chile

Incontinence recorded dynamic growth in 2013 due to increasing visibility and access to these products through modern retail channels, especially supermarkets. Additionally, demographic changes coupled with a decreasing amount of stigma have resulted...

Apr 2014 | US$900 | Add to cart | View details

Country Report

Incontinence in China

The rise of domestic players was one of the key drivers of incontinence products over the review period. With relatively low-priced products and distribution focused on lower-tier areas, domestic manufacturers witnessed rapid growth over the review ...

Apr 2014 | US$900 | Add to cart | View details

Country Report

Incontinence in Kazakhstan

Incontinence is a relatively new area within tissue and hygiene in Kazakhstan and volume sales remain relatively low, standing at 0.07 sheets per person in 2013. Within the area, moderate/heavy purpose incontinence sheets account for almost all ...

Apr 2014 | US$900 | Add to cart | View details

Country Report

Incontinence in Azerbaijan

In 2013, the incontinence category developed under two trends. On the one hand, the population of Azerbaijan is characterised by ageing, which benefits sales of such products. However, on the other hand, incontinence products are still not regarded ...

Apr 2014 | US$900 | Add to cart | View details

Country Report

Incontinence in Belarus

While incontinence products remain available in Belarus, overall sales are low, partly because they are not affordable for many elderly people due to the low level of the state pension in Belarus. Economic consumption remained the key market trend in...

Apr 2014 | US$900 | Add to cart | View details

Country Report

Incontinence in Dominican Republic

Incontinence products remains the smallest category in tissue and hygiene in the Dominican Republic as many consumers who would benefit from the use of incontinence products feel embarrassed by their use of these products, making them very reluctant ...

Apr 2014 | US$900 | Add to cart | View details

Country Report

Incontinence in Ecuador

As incontinence is widely regarded as something shameful in Ecuador, mainly for the obvious reason that no adult ever likes to admit that they have lost control of their bladder or bowel movements, it remains difficult for the companies operating in ...

Apr 2014 | US$900 | Add to cart | View details

Country Report

Incontinence in Guatemala

Incontinence current retail value sales rise by 8% in 2013 to reach GTQ23 million. Sales of these products are still marginal in Guatemala since many people are unaware of their existence or feel embarrassed to purchase them. However, companies are ...

Apr 2014 | US$900 | Add to cart | View details

Country Report

Incontinence in Denmark

Value sales of incontinence in Denmark grew by 4% in current terms in 2013, reaching DKr52 million. The category’s growth was driven by two key factors. First, incontinence products benefited from demographic changes, given that the Danish population...

Apr 2014 | US$900 | Add to cart | View details

Country Report

Incontinence in Brazil

Incontinence products in Brazil are used primarily by the elderly population on higher incomes. The ageing population in Brazil, together with rising income levels within the middle class, has allowed more Brazilians to afford incontinence products ...

Apr 2014 | US$900 | Add to cart | View details

Country Report

Incontinence in Romania

Sales of incontinence products maintained moderate growth in 2012, based on improved uptake and awareness. Sales rose by 4% in volume terms and by 6% in current value terms in 2012. Sales of incontinence product are still below potential in Romania, ...

Aug 2013 | US$900 | Add to cart | View details

Country Report

Incontinence in Hong Kong, China

An ageing population remained a problem in Hong Kong, with citizens aged 65 years old or above increased continuously. This had a positive impact on both volume and current value sales of incontinence.

Aug 2013 | US$900 | Add to cart | View details

Country Report

Incontinence in India

Adult nappies and other incontinence products are facing a tough environment for sustained growth. No single brand has been able to make a big impact on the market in the same way as in the nappies/diapers/pants category. Many new local players are ...

Aug 2013 | US$900 | Add to cart | View details

Country Report

Incontinence in the Netherlands

The so-called Baby Boom generation, born in the five years after WWII reached 60+ age, meaning an annual growing potential of 100,000 seniors in the 65+ age category in the forecast period. The number of 65+ aged people in the Netherlands was 2.7 ...

Aug 2013 | US$900 | Add to cart | View details

Country Report

Incontinence in South Africa

Sales of incontinence remained low at the end of the review period, at just 1.7 million units in 2012, with this linked to a number of factors. Incontinence remains a taboo subject for many consumers. Many consumers thus suffer in silence or opting ...

Aug 2013 | US$900 | Add to cart | View details

Country Report

Incontinence in Nigeria

There are no retail sales of incontinence products in Nigeria at present, although such products are used by hospitals and care homes for the elderly.

Aug 2013 | US$900 | Add to cart | View details

Country Report

Incontinence in France

Incontinence represents a category where consumers recognise a correlation between the price and product quality. French consumers were ready to pay slightly more for a product in order to avoid the risk of any leak On the other hand, the retired ...

Aug 2013 | US$900 | Add to cart | View details

Country Report

Incontinence in Portugal

Following the general tendency of tissue and hygiene, incontinence witnessed its sales decline over 2012 as a result of the downturn in consumer purchasing power. Light incontinence was more affected than moderate/heavy. According to market ...

Aug 2013 | US$900 | Add to cart | View details

Country Report

Incontinence in Indonesia

Awareness of incontinence products in Indonesia continues to lag behind that of nappies/diapers/pants and sanitary protection products. However, there were signs of a breakthrough towards the end of the review period. In 2010, advertisement of the ...

Aug 2013 | US$900 | Add to cart | View details

Country Report

Incontinence in South Korea

Incontinence in South Korea grew by 8% in retail volume and 12% in current value terms in 2012. The growth was largely due to the fast-growing ageing population and increasing number of urinary incontinence patients in South Korea. In particular, ...

Aug 2013 | US$900 | Add to cart | View details

Country Report

Incontinence in Georgia

Despite the increasing availability of medical warranties provided by the government and rising levels of income, sales of incontinence products in Georgia are still low. First of all, the consuming culture for such products is traditionally very ...

Jul 2013 | US$900 | Add to cart | View details

Country Report

Incontinence in Bulgaria

Advances in medicine and widely advertised and performed operations of the urinary tract mean that incontinence products are mainly for the elderly and bed-ridden. Since the issue is a delicate one, many consumers source information and advice from ...

Jul 2013 | US$900 | Add to cart | View details

Country Report

Incontinence in Saudi Arabia

Incontinence appears to be a widespread problem in Saudi Arabia. A study of 6,600 women aged 20-years-old and over was published by Alfaisal University's College of Medicine in 2012, with this finding that 29% of respondents suffered from urinary ...

Jul 2013 | US$900 | Add to cart | View details

Country Report

Incontinence in the Czech Republic

Incontinence products followed dynamic growth in 2012 rising by 8% to reach CZK221 million in 2012. Volume sales grew by 5% in 2012, which was a similar pace as the previous year. Consumption of incontinence products continued growing mainly in line ...

Jul 2013 | US$900 | Add to cart | View details

Country Report

Incontinence in Hungary

Retail volume and value sales have grown throughout the review period, as the demand for incontinence products increased. Manufacturers promoted the importance of using incontinence products, while the population of Hungary is ageing continuously. ...

Jul 2013 | US$900 | Add to cart | View details

Country Report

Incontinence in Cameroon

Despite the availability of these products in outlets, volumes remain small and are restricted to high end outlets. Retailers show little enthusiasm to stocking large quantities of the products as consumers remain price sensitive and consider the ...

Jul 2013 | US$900 | Add to cart | View details

Country Report

Incontinence in Russia

Social pressure has created many taboos around the use of incontinence products in Russia. The penetration of incontinence products remains extremely low given the embarrassment that surrounds matters of adult incontinence. As a result, consumption ...

Jul 2013 | US$900 | Add to cart | View details

Country Report

Incontinence in Italy

On one hand the Italian population continues to age and, with this development, since incontinence is strongly related to age, the demand for such products continued to rise strongly in 2012. In Italy, according to published statistics, there are ...

Jul 2013 | US$900 | Add to cart | View details

Country Report

Incontinence in Norway

Incontinence continued to grow rapidly in 2012, with growth rates being close to those seen over the review period. This growth was driven by the rising number of elderly people in the country. In 2012, the population of over 65 year-olds reached ...

Jul 2013 | US$900 | Add to cart | View details

Country Report

Incontinence in Austria

The sales of incontinence products were partly influenced by the growing aging population in Austria but more importantly by manufacturers’ marketing efforts to encourage people to use incontinence products instead of sanitary protection. So far, the...

Jul 2013 | US$900 | Add to cart | View details

Country Report

Incontinence in Belgium

Incontinence products continued to be the fastest expanding tissue and hygiene category in 2012 thanks to the progressive decline in the taboo regarding the use of the products and their increased availability via grocery retail channels. In ...

Jul 2013 | US$900 | Add to cart | View details

Country Report

Incontinence in Slovakia

The market for prescription-free incontinence products is relatively small, and distribution of these products is strongly centralised. Since the majority of products are sold on prescription, the remaining share of incontinent products are sold ...

Jul 2013 | US$900 | Add to cart | View details

Country Report

Incontinence in Vietnam

In 2012, incontinence products became more popular in Vietnam as consumers welcomed their convenience. However, only middle- and high-income consumers considered such products to be a necessity due to their very high prices. Thus, most lower-income ...

Jul 2013 | US$900 | Add to cart | View details

Country Report

Incontinence in Thailand

Incontinence continued to record strong volume and current value growth in 2012. Incontinence products are mostly used by elderly consumers. Thai people are living longer than before due to medical advancements and improving hospital services – ...

Jul 2013 | US$900 | Add to cart | View details

Country Report

Incontinence in Germany

About 10 million people in Germany supposedly suffer from incontinence in 2012 and according to German health organisations, these numbers will increase continuously. The demand for incontinence products increases accordingly, generating value growth...

Jul 2013 | US$900 | Add to cart | View details

Country Report

Incontinence in New Zealand

The number of people aged 65 and over in New Zealand grew by 4% over 2011-2012, which represented 14% of the total population, compared with 12% in 2007, demonstrating the ageing of the population. Therefore certain health conditions have increased ...

Jul 2013 | US$900 | Add to cart | View details

Country Report

Incontinence in Morocco

Despite an increase in volume sales growth in 2012 and the increasing availability of lower priced brands, awareness of incontinence products amongst Moroccans remained limited, partly as many consumers only require products in this area for a short ...

Jul 2013 | US$900 | Add to cart | View details

Country Report

Incontinence in Turkey

Education levels and awareness about the functions of incontinence products are both increasing, and this has led to people being less embarrassed and uncomfortable about buying incontinence products. Consumers are becoming more aware of the fact ...

Jul 2013 | US$900 | Add to cart | View details

Country Report

Incontinence in Japan

Healthcare reform, implemented in April 2012 by the Ministry of Health, Labour and Welfare, aimed at to make the provision of healthcare more market-orientated and thus encourage people to receive nursing care at home rather than in institutions such...

Jul 2013 | US$900 | Add to cart | View details

Country Report

Incontinence in the Philippines

Incontinence growth rates have increased since 2009, with current value sales increasing by 7% in 2012. After the fall in growth in 2009 due to the economic downturn that led to a tightening of spending, consumers are now more open to spending on ...

Jul 2013 | US$900 | Add to cart | View details

Country Report

Incontinence in Taiwan

The population aged above 65 stood at 2.5 million in 2012, growing by 2% from 2011. Realising this, the Taiwan government provided more elderly welfare benefits at the end of the review period, which improved the overall living standards of the ...

Jul 2013 | US$900 | Add to cart | View details

Country Report

Incontinence in Malaysia

Modernisation brought about more open perceptions about the issue of incontinence, which is becoming a less taboo topic; the public better understand that it is like any other health problem which needs to be treated and cared for. Consumers who were...

Jul 2013 | US$900 | Add to cart | View details

Country Report

Incontinence in Ireland

Like many product areas in tissue and hygiene, incontinence saw a marked shift towards private label products in 2012. This was due to consumers' economic concerns, with many struggling to make ends meet and thus seeking the cheapest viable product. ...

Jul 2013 | US$900 | Add to cart | View details

Country Report

Incontinence in Switzerland

In Switzerland the number of people aged 65+ increased over the review period at an annual average of 3%, bringing the number of pensioners to 1.4 million. Statistics show that every third person aged 65+ is affected by incontinence problems in ...

Jul 2013 | US$900 | Add to cart | View details

Country Report

Incontinence in Singapore

Singapore has a rapidly ageing population, with 65-year-old-and-over consumers accounting for a 10% share of the total population in 2012. This marked an increase of one percentage point on 2011.

Jun 2013 | US$900 | Add to cart | View details

Country Report

Incontinence in the US

Whilst manufacturers have always tried to avoid use of medical terminology in advertising for incontinence products (Kimberly-Clark with the Poise brand uses the term “light bladder leakage”, whilst SCA Incontinence Care with its Tena brand refers to...

Jun 2013 | US$900 | Add to cart | View details

Country Report

Incontinence in Peru

Incontinence is a developing category in Peru and consumers feel ashamed to accept they need to use incontinence products. Manufacturers have worked to educate consumers and make them feel comfortable with the use of these products; the pants are ...

Jun 2013 | US$900 | Add to cart | View details

Country Report

Incontinence in Slovenia

The main consumer group for incontinence products is the elderly population, due to the wide range of health problems that can cause this condition among older people. As the Statisticni urad Republike Slovenije (statistical office of Slovenia) ...

Jun 2013 | US$900 | Add to cart | View details

Country Report

Incontinence in Ukraine

In 2012 incontinence evolved under two parallel trends – on the one hand, the population of Ukraine was characterised by ageing, a factor of benefit to sales of such products, whilst on the other hand, incontinence products were still not treated as ...

Jun 2013 | US$900 | Add to cart | View details

Country Report

Incontinence in Serbia

Although the impact of stigma on sales performance slowly abates, the negative economic climate, which has particularly affected vulnerable older population, keeps incontinence far from seeing healthy growth. Volume sales rose by only half a ...

Jun 2013 | US$900 | Add to cart | View details
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