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Strategy Briefing

Adult Incontinence: Demand Factors and Growth Strategies

40 pages, Aug 2016

US$1,325

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About This Report

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

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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Overview

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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.

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.

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Introduction

Scope

Key findings

Data parameters and report definitions

Global Growth Continues

Positive growth continues

Significant unmet potential globally

Light incontinence expands further

Fastest growing markets by value: Now and into the future

Habit persistence a common denominator in product demand

Look at Demand Drivers

Habit formation: Becoming integral part of health management

Positive demand in the face of macroeconomic weakness

Education and marketing to manage stigma and product awareness

Disposable incomes and pricing strategies

Growing 60+ age group

Looking beyond ageing: Changing lifestyles and obesity

Men: Not to be forgotten

Evolving product formats: Moving beyond the diaper

Increasing product segmentation fills the void

Country Review: Indonesia, Brazil and US

Indonesia: Rising product awareness supports demand

Indonesia: Revenue growth - Risks and uncertainties

Indonesia: Price sensitivity still leaves room for premium

Brazil: Positive demand despite difficult economic times

Brazil: Revenue growth - Risks and uncertainties

Brazil: Price sensitivity shapes brand strategies

US: Solid demand

US: Revenue growth - Risks and uncertainties

US: Price sensitivity versus product diversification

Challenging Established Players

SCA maintains the global lead

Always Discreet, a bright spot in Procter & Gamble portfolio

Growth through acquisitions

Private label in need of further innovation

Selecting the Right Distribution

Path to purchase through modern retail

Building on e-commerce momentum

Online-only specialised retailers gain traction

Why buy this report?

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Megatrends

Strategy Briefing

Adult Incontinence: Demand Factors and Growth Strategies

New Report Guarantee

About This Report

New Report Guarantee

Overview

Why buy this report?

POSITIVE GLOBAL GROWTH ACROSS MARKETS CONTINUES

SIGNIFICANCE OF HABIT FORMATION IN CATEGORY FUTURE GROWTH

UNLOCKING FURTHER POTENTIAL THROUGH PRODUCT SEGMENTATION

PRICE ELASTICITY A FACTOR

ONLINE SPECIALISED RETAILERS GAIN TRACTION

Want to find out more about this report?

Table of Contents

Introduction

Scope

Key findings

Data parameters and report definitions

Global Growth Continues

Positive growth continues

Significant unmet potential globally

Light incontinence expands further

Fastest growing markets by value: Now and into the future

Habit persistence a common denominator in product demand

Look at Demand Drivers

Habit formation: Becoming integral part of health management

Positive demand in the face of macroeconomic weakness

Education and marketing to manage stigma and product awareness

Disposable incomes and pricing strategies

Growing 60+ age group

Looking beyond ageing: Changing lifestyles and obesity

Men: Not to be forgotten

Evolving product formats: Moving beyond the diaper

Increasing product segmentation fills the void

Country Review: Indonesia, Brazil and US

Indonesia: Rising product awareness supports demand

Indonesia: Revenue growth - Risks and uncertainties

Indonesia: Price sensitivity still leaves room for premium

Brazil: Positive demand despite difficult economic times

Brazil: Revenue growth - Risks and uncertainties

Brazil: Price sensitivity shapes brand strategies

US: Solid demand

US: Revenue growth - Risks and uncertainties

US: Price sensitivity versus product diversification

Challenging Established Players

SCA maintains the global lead

Always Discreet, a bright spot in Procter & Gamble portfolio

Growth through acquisitions

Private label in need of further innovation

Selecting the Right Distribution

Path to purchase through modern retail

Building on e-commerce momentum

Online-only specialised retailers gain traction

Why buy this report?

Want to find out more about this report?

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