Adult Incontinence: Demand Factors and Growth Strategies

POSITIVE GLOBAL GROWTH ACROSS MARKETS CONTINUES

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.

SIGNIFICANCE OF HABIT FORMATION IN CATEGORY FUTURE GROWTH

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.

UNLOCKING FURTHER POTENTIAL THROUGH PRODUCT SEGMENTATION

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.

PRICE ELASTICITY A FACTOR

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.

ONLINE SPECIALISED RETAILERS GAIN TRACTION

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.