Adult Incontinence in Canada

TRENDS

Adult incontinence continued to gain momentum in 2016 as value sales increased by 10% in current terms and volume sales increased by 8%. This growth was supported by the ageing of Canada’s population and the increasing consumer awareness of adult incontinence products.

COMPETITIVE LANDSCAPE

Kimberly-Clark led sales of adult incontinence products in 2016 with a retail value share of 60%. The company’s leading brand Depend comprised 43% of value sales in the category in 2016, while Poise accounted for 17% of total value sales. The early entry of Kimberly-Clark into adult incontinence has helped to strengthen awareness of the brand among consumers, contributing to its dominant position. Both Depend and Poise have been developing new designs in order to expand the product mix they offer. Depend focuses mainly on moderate/heavy adult incontinence, catering to the need of both men and women, while Poise has a stronger position in light adult incontinence.

PROSPECTS

Adult incontinence is set to continue registering strong growth over the forecast period, with a value CAGR of 9% expected in the category at constant 2016 prices. Canada’s ageing population is set to propel demand for adult incontinence products, fuelling strong growth in the category. The leading tissue and hygiene manufacturers, meanwhile, are expected to shift their focus towards adult incontinence, spurring more innovation and resulting in more intense competition.

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