The most influential Megatrends set to shape the world through 2030, identified by Euromonitor International, help businesses better anticipate market developments and lead change for their industries.
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Learn moreAug 2016
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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 state of adult incontinence globally, with a closer look at the largest as well as fastest growing markets. The report further reveals the demand factors and key trends, including product segmentation, which continue to support the category dynamic.
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Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.
Despite economic difficulties in a number of countries, adult incontinence demonstrates a degree of resilience and continues to record positive growth in value and volume across markets.
Habit formation in previous years helps to carry over growth momentum in 2016 and into the future. Improved disposable incomes and wider product availability, coupled with educational campaigns through healthcare providers and consumers directly, further encourage the use of incontinence products. Ageing population and obesity trends add to potential demand.
The category sees more product formats coming into the marketplace to respond better to a variety of needs. The diaper is a basic entry format, still prevalent in many developing markets, but pull-on underwear and pads are gaining traction. New varieties in developed regions include products specifically designed for stress urinary incontinence in women, ABL, and male-specific conditions.
While quality of incontinence products is crucial, the right price point can help to encourage wider use and increase household penetration, especially among lower-income households. Developing value product ranges and private label are among the strategies that support further brand and category penetration.
Convenience and discretion play an important role in supporting sales of adult incontinence through online channels. However, crucial to success of online-only specialised incontinence retailers are customer support, professional advice and free samples to help choose the right product.
Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.