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Euromonitor International publishes the world's most comprehensive market research on the incontinence industry.  Our reports feature a wealth of standardised and cross-comparable statistics including total market sizes, market share and brand share data, distribution and industry trends and sub-category level information.

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Strategy Briefing

Adult Incontinence: Demand Factors and Growth Strategies

Aug 2016

The fastest growing retail disposable hygiene category globally, adult incontinence, demonstrates a degree of resilience to current economic headwinds, while habit formation helps to carry the category momentum forward. The report analyses current ...

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Country Report

Incontinence in the US

Jun 2016

A continued change in cultural attitudes towards incontinence continues to provide sales growth for the category. Additionally, increased exposure through innovative advertising campaigns such as Kimberly-Clark’s “Underwareness” for its Depend brand ...

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Country Report

Incontinence in Australia

Jun 2016

In 2015 the incontinence category in Australia continued to benefit from a shift in cultural attitudes towards such products, with advertising campaigns and medical initiatives helping to reduce the stigma surrounding incontinence problems. The risk ...

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Country Report

Incontinence in Saudi Arabia

May 2016

Saudi Arabian society is gradually embracing modernisation, albeit within the limits of Sharia law. The topics and issues which were previously considered a taboo are increasingly being discussed more openly, especially on social media. Women are ...

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Country Report

Incontinence in Belgium

May 2016

The main factor behind the strong performance of incontinence products in 2015 was the ageing population. This demographic factor translated into a larger consumer base and volume sales benefited from this. However, the category also profited from ...

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Country Report

Incontinence in Portugal

May 2016

The increasing life expectancy of the national population, boosted by the developments in medical healthcare allied to improvements in general living conditions, fuelled demand for incontinence products over the review period. The Portuguese ...

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Country Report

Incontinence in Estonia

May 2016

The incontinence products category saw a continued improvement in its performance in 2015 with a current value terms increase of 2%. This was due to greater awareness of incontinence issues, along with a willingness to find solutions to this problem....

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Country Report

Incontinence in the United Arab Emirates

May 2016

Retail sales of incontinence products remained insignificant in the United Arab Emirates in 2015. These products are mainly supplied to hospitals, chemists/pharmacies and health care clinics and they are made readily available for consumers who have ...

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Country Report

Incontinence in Morocco

May 2016

Incontinence in Morocco increased in volume and current value by 14% in 2015, with the category rising to DH6 million in value sales by the end of the year. The main reason behind this strong growth is the fact that the category is still in the ...

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Country Report

Incontinence in New Zealand

Apr 2016

The most notable story about the category of incontinence in 2015 was the release of the world’s first incontinence lingerie collection at the New Zealand Fashion week. The High-Life collection from New Zealand company Confitex contains 30 looks ...

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Country Report

Incontinence in Uruguay

Apr 2016

The continuous efforts of Kimberly-Clark and Industria Papelera Uruguaya to raise the level of awareness among those suffering from incontinence problems of the benefits of using products specifically designed to address this condition began to pay ...

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Country Report

Incontinence in the United Kingdom

Apr 2016

Traditionally underpinned by the growth of the older population, in 2015 retail value sales of incontinence in the UK were lifted by the combination of rising consumer education, alongside a contraction in public sector provision of incontinence ...

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Country Report

Incontinence in South Korea

Apr 2016

Incontinence recorded 8% current value growth in 2015, and is seen as a category with high potential within the total tissue and hygiene industry. With a rapidly ageing population and growing demand for incontinence products, changing the negative ...

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Country Report

Incontinence in Hong Kong, China

Apr 2016

Incontinence posted current value growth of 8% in 2015, equalling the rate recorded in 2014. The category continued to benefit from growth in the number of people aged 65 years and above in Hong Kong, as older people are the main consumer group for ...

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Country Report

Incontinence in Mexico

Apr 2016

In 2015, strong advertising for incontinence products was detected in the mass media. SCA Consumidor México SA de CV ran a strong campaign for its leading Tena brand and highlighted the benefits of disposable underwear. No other type of product was ...

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Country Report

Incontinence in Brazil

Apr 2016

Incontinence showed itself to be resilient to the decline in purchasing power that impacted Brazilian consumers over the review period. The category continues to be driven by the increasing elderly population in the country, and a greater level of ...

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Country Report

Incontinence in Canada

Apr 2016

Demand for incontinence products is supported by the growing ageing population in Canada. The number of people over the age of 65 grew by 4% in 2015 to over 5.7 million and by 21% since 2010 compared to 1% and 5.5% growth rates over the same periods ...

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Country Report

Incontinence in Iran

Apr 2016

Incontinence products is a category with a very low sales base in Iran and per capita consumption was still relatively low in 2015. Awareness of these products was extremely low when they first became available and retail distribution was limited ...

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Country Report

Incontinence in Costa Rica

Mar 2016

In 2015 current retail value sales increased by 10% to reach CRC1.5 billion. Sales of incontinence products continued to show double-digit growth rates in Costa Rica as it is still considered very immature across the country. Manufacturers, ...

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