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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 Macedonia

Incontinence achieves current retail value of 4% and 2% retail volume growth to reach value sales of MKD40 million and volume sales of 1.7 million units in 2014. Modern way of living in Macedonia, involving extensive and more frequent travelling as ...

May 2015 | US$1,000 | Add to cart | View details

Country Report

Incontinence in Costa Rica

Population ageing in Costa Rica coupled with the continued reduction of the social stigma surrounding incontinence problems helped to ensure that incontinence products was one of the strongest performing categories in the local tissue and hygiene ...

May 2015 | US$1,000 | Add to cart | View details

Country Report

Incontinence in Hungary

Due to the increasing acceptance of incontinence products, supported by strong promotion of the importance of using suitable solutions for incontinence, consumers have started to become more conscious about their needs. As the product range of ...

May 2015 | US$1,000 | Add to cart | View details

Country Report

Incontinence in Uruguay

IPUSA and Kimberly-Clark Uruguay continued with their efforts to improve the level of awareness among those suffering from incontinence of the benefits of using specifically designed products to address incontinence, instead of the less-expensive ...

May 2015 | US$1,000 | Add to cart | View details

Country Report

Incontinence in Norway

Retail value sales of incontinence increased by 9% in current terms in 2014 to reach NOK147 million. 2014 value growth was one percentage point lower than the entire review period current value CAGR. Incontinence saw strong growth during the review ...

May 2015 | US$1,000 | Add to cart | View details

Country Report

Incontinence in the United Kingdom

Incontinence continues to face a degree of competition from sanitary protection, which offers lower unit prices and is often regarded as less embarrassing by women. However, this competition lessened towards the end of the review period, partly ...

May 2015 | US$1,000 | Add to cart | View details

Country Report

Incontinence in Russia

Incontinence benefited from a stronger distribution presence towards the end of the review period, particularly in Russia's regions. Widening distribution was linked to stronger production for incontinence in Russia, with SCA Hygiene Products for ...

May 2015 | US$1,000 | Add to cart | View details

Country Report

Incontinence in Bolivia

Economic conditions in the country continued to boost the development of small categories such as incontinence. In addition, there is a growing consumer segment for incontinence in Bolivia. The elderly population increased over the review period, ...

May 2015 | US$1,000 | Add to cart | View details

Country Report

Incontinence in Guatemala

Incontinence is a growing category in Guatemala; it registered an 8% retail value growth rate in current terms and sales of GTQ24 million in 2014. The appearance of new products, targeting specific consumer groups, such as Kimberly-Clark Guatemala ...

May 2015 | US$1,000 | Add to cart | View details

Country Report

Incontinence in Denmark

Incontinence continued to grow in Denmark in 2014 due to manufacturers succeeding in removing the taboo of using incontinence products as well as the still growing elderly population. These trends have continued to dominate incontinence sales. ...

Apr 2015 | US$1,000 | Add to cart | View details

Country Report

Incontinence in Germany

Incontinence in Germany remained one of the main growth drivers of tissue and hygiene in terms of both volume and value sales in 2014. In order to continue to boost acceptance and understanding of the condition, manufacturers continued to improve and...

Apr 2015 | US$1,000 | Add to cart | View details

Country Report

Incontinence in Italy

According to Italian health organisations, roughly over three million people suffered from incontinence in Italy in 2014, and this number is constantly increasing due to Italy’s ageing populating and the fact that incontinence is mostly age related; ...

Apr 2015 | US$1,000 | Add to cart | View details

Country Report

Incontinence in Saudi Arabia

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 now being discussed more openly, especially on social media. Women are becoming ...

Apr 2015 | US$1,000 | Add to cart | View details

Country Report

Incontinence in Nigeria

The incontinence category recorded robust current value growth in 2014. A key factor supporting growth was the increase in the 65+ population, which grew by about 3% in 2014 compared to 2013, and by about 15% between 2009 and 2014. A good proportion ...

Apr 2015 | US$1,000 | Add to cart | View details

Country Report

Incontinence in Ecuador

The government wants to reduce imports by US$6 billion by 2017 and introduced Resolution 116 through the COMEX (External Commerce Committee, in Spanish) as a means to achieve this goal. This legislation created quality controls and entrance barriers ...

Apr 2015 | US$1,000 | Add to cart | View details

Country Report

Incontinence in France

The incontinence category has a promising growth path going forward due to the ageing of the French population, the subsequent growing share of people suffering from incontinence and the slow but progressive lessening of taboo surrounding this issue....

Apr 2015 | US$1,000 | Add to cart | View details

Country Report

Incontinence in Egypt

Demand for incontinence products in Egypt remained very low in 2014 as retail volume sales declined by 1% to remain on 1.7 million units. The main reason for the limited popularity of incontinence products in Egypt is low consumer awareness of the ...

Apr 2015 | US$1,000 | Add to cart | View details

Country Report

Incontinence in Tunisia

Despite the uncertain economic situation which prevails in Tunisia, incontinence products increased in current value by 10% in 2014. During the year, sales benefited from the ageing of the Tunisian population, the main consumer group for incontinence...

Apr 2015 | US$1,000 | Add to cart | View details

Country Report

Incontinence in Dominican Republic

Cultural barriers inhibiting retail volume growth in incontinence are gradually being eroded as Dominican society increasingly embraces globalisation. Additionally, growing consumer awareness of a variety of health and ageing issues contributed to ...

Apr 2015 | US$1,000 | Add to cart | View details

Country Report

Incontinence in Belgium

The major factor behind the strong performance of incontinence products in Belgium during 2014 was the prevailing demographic trends. The ageing of the Belgian population translated into a larger consumer base for incontinence products, boosting ...

Apr 2015 | US$1,000 | Add to cart | View details

Country Report

Incontinence in the Netherlands

Incontinence continued to register a positive performance in both volume and current value terms in 2014. The taboo about incontinence products is slowly eroding, and this helped the category to achieve strong growth. The increase in the number of ...

Apr 2015 | US$1,000 | Add to cart | View details

Country Report

Incontinence in Slovenia

Incontinence proved to be a recession-proof category in Slovenia with inelastic demand as these products are considered as necessary and consumers cannot make savings by decreasing their purchases. Furthermore, as incontinence is more of a problem ...

Mar 2015 | US$1,000 | Add to cart | View details

Country Report

Incontinence in Kenya

Sales of incontinence remained insignificant at the end of the review period. There is little retail distribution for these products, which are typically only offered by larger chemists/pharmacies and healthcare institutions. Sales also continue to ...

Mar 2015 | US$1,000 | Add to cart | View details

Country Report

Incontinence in Lithuania

In 2014, incontinence registered current value and volume growth, stimulated by improving purchasing power that allowed consumers to buy more products and trade up to more expensive ones. The ageing population is contributing to growth in the ...

Mar 2015 | US$1,000 | Add to cart | View details

Country Report

Incontinence in Pakistan

Incontinence is still in a nascent stage and value and volume sales were negligible in 2014 in Pakistan.

Mar 2015 | US$1,000 | Add to cart | View details

Country Report

Incontinence in Latvia

Incontinence products can be classified as crucial for those people who are in need of them. Therefore, they are less responsive to economic downturns, when demand for some products usually decreases. Also, since there are now more sophisticated ways...

Mar 2015 | US$1,000 | Add to cart | View details

Country Report

Incontinence in Estonia

Sales of incontinence products improved in 2014 due to greater awareness of incontinence issues and willingness to find help. However, the usage of incontinence products was not yet at its capacity. According to a survey conducted in 2013 in Baltic ...

Mar 2015 | US$1,000 | Add to cart | View details

Country Report

Incontinence in Peru

Traditionally, incontinence was a condition Peruvians felt ashamed of, therefore there was little information, restricted advertising and no product innovation. Moreover, consumers who needed these products avoided purchasing them directly. However, ...

Mar 2015 | US$1,000 | Add to cart | View details

Country Report

Incontinence in Serbia

Volume sales of incontinence products in Serbia declined in 2014 for the second consecutive year. The category declined by 1%, which was better than the 4% decline seen in 2013, but still far from positive growth. The main reason for the continued ...

Mar 2015 | US$1,000 | Add to cart | View details

Country Report

Incontinence in Croatia

Incontinence is a category of tissue and hygiene which experienced increased demand not so much from marketing activities, but from medical conditions of consumers. Instead of pushing products onto consumers, manufacturers attempted offer as wide as ...

Mar 2015 | US$1,000 | Add to cart | View details

Country Report

Incontinence in Bosnia-Herzegovina

The target consumers for incontinence products are highly sensitive to economic instability and price oscillations. Both the weak economy and price movements contributed to a relatively weak performance of incontinence in volume terms in 2014.

Mar 2015 | US$1,000 | Add to cart | View details

Country Report

Incontinence in Iran

Incontinence products are a fairly new product area in Iran, first gaining a significant retail presence in 2007. Initially, the majority of products were high-priced imports, although domestic players Seylaneh Sabz's Nino and Mobarak Industrial's ...

Mar 2015 | US$1,000 | Add to cart | View details

Country Report

Incontinence in Algeria

Fabrication de Derives de Coton launched its Uni-Form brand in late-2012, with this brand continuing to benefit from widening distribution and word-of-mouth recommendations at the end of the review period. Following the launch of this brand, the ...

Mar 2015 | US$1,000 | Add to cart | View details

Country Report

Incontinence in Sweden

Growth of incontinence is driven by the ageing Swedish population. This is supporting a natural increase in volume demand for incontinence in the country.

Mar 2015 | US$1,000 | Add to cart | View details

Country Report

Incontinence in the US

Growth in light incontinence sales is motivated by a shift in the cultural attitude towards such products, with advertising campaigns and medical initiatives aim to eliminate the stigma regarding incontinence. Female consumers who were embarrassed to...

Mar 2015 | US$1,000 | Add to cart | View details

Country Report

Incontinence in Greece

Demographics and promotional activities drive the incontinence category in Greece forward, with volume sales registering positive growth despite the economic downturn. The fact that Greece has an ageing population creates prosperous ground for growth...

Mar 2015 | US$1,000 | Add to cart | View details

Country Report

Incontinence in Turkey

Sales of incontinence products registered dynamic current value growth in Turkey towards the end of the review period, rising by 14% in 2014 alone. The most important underlying factors behind this strong growth are the increasing availability of ...

Mar 2015 | US$1,000 | Add to cart | View details

Country Report

Incontinence in Mexico

In the past, light incontinence used to have the same branding as moderate/heavy incontinence; Tena, Depend and Affective. However, during 2014 a trend toward rebranding towels and liners was observed. This is to dissociate some light products from ...

Mar 2015 | US$1,000 | Add to cart | View details

Country Report

Incontinence in Israel

Raz Progress Medical Supply entered the incontinence category in 2013 with the only premium incontinence brand. In its first year, it acquired a 16% value share and by 2014 it had increased this to 23%, reflecting an increase in premium brands as ...

Mar 2015 | US$1,000 | Add to cart | View details

Country Report

Incontinence in Morocco

In 2014, the incontinence category in Morocco saw growth of 13% and 15% in volume and current value terms respectively, resulting in sales of Dh5.2 million. This strong growth is best explained by the fact that the incontinence category in Morocco is...

Mar 2015 | US$1,000 | Add to cart | View details

Country Report

Incontinence in Argentina

The Argentinean population has the structure of a developed country, with an increasing aging population. While in 2014 11% of the population was over 65-years-old, a decade ago this demographic represented 10% of the population. This fact boosted ...

Mar 2015 | US$1,000 | Add to cart | View details

Country Report

Incontinence in Brazil

The fact that incontinence products are used primarily by the elderly population on higher incomes is gradually changing. As the rise in incomes continues to boost the middle-class consumption behaviour, categories demanded by the elderly population,...

Mar 2015 | US$1,000 | Add to cart | View details

Country Report

Incontinence in Bulgaria

Incontinence in 2014 was mainly under the influence of social and healthcare reforms. In a particularly unstable political environment in Bulgaria, neither incontinence products nor other sanitary accessories required by patients are supported with ...

Mar 2015 | US$1,000 | Add to cart | View details

Country Report

Incontinence in Canada

Demand for incontinence is buoyed by Canada’s ageing population, which continues to see a greater number of people moving into the over 65 age group. The number of people over the age of 65 grew by 4% in 2014 to over 5.5 million and by 18% since 2009...

Mar 2015 | US$1,000 | Add to cart | View details

Country Report

Incontinence in Chile

Incontinence recorded dynamic volume and value growth in 2014 due to the increasing visibility of these products on retail shelves. Consumers now have much easier access to incontinence products through modern grocery retailers channels such as ...

Mar 2015 | US$1,000 | Add to cart | View details

Country Report

Incontinence in Colombia

Incontinence products evolved rapidly over the review period, and with the demystification of urinary problems as a motive for shame, consumers felt more confident to ask and search for the products that best suited their needs. In the last few years...

Mar 2015 | US$1,000 | Add to cart | View details

Country Report

Incontinence in Spain

Incontinence has proved to be a dynamic category, enjoying healthy growth rates over the review period, even during the years of economic recession. In 2014, the industry continued to witness significant progress in Spain, with sales lifted by 9%, to...

Mar 2015 | US$1,000 | Add to cart | View details

Country Report

Incontinence in Finland

As ageing population in Finland maintained high growth in demand for incontinence products. In 2014 the number of consumers aged 65+ grew by 4%, a similar rate compared with the volume growth of incontinence products. This made the category one of ...

Mar 2015 | US$1,000 | Add to cart | View details

Country Report

Incontinence in Georgia

SCA Group has launched a product for light incontinence in supermarkets, which should increase consumer awareness about new methods to take care of the condition. Overall, incontinence products are aimed at elderly people and hospital patients. This ...

Dec 2014 | US$1,000 | Add to cart | View details

Country Report

Incontinence in Romania

Awareness of the usefulness of incontinence products remains limited to more educated, high-income families from big cities. The difficulties encountered by manufacturers in reaching the right target group combined with the still low public ...

Nov 2014 | US$1,000 | Add to cart | View details
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