Executive Summary

Mar 2017

Internet retailing remains an important distribution channel in adult incontinence as some consumers are ashamed to purchase these products in retail outlets. While incontinence has become more spoken about in recent years, at least due to the actions of news agencies and the numerous articles published in the press about the realities of incontinence, the stigma surrounding adult incontinence remains. While this stigma remains, companies present in the category have become increasingly successful at teaching consumers the benefits of using adult incontinence products instead of sanitary protection products. Many consumers feel more comfortable purchasing these products over the internet in order to keep their incontinence issues private. Thus, internet retailing generated 16% of value sales in the category in 2016.


Kimberly-Clark Israel maintained its leading position in adult incontinence in 2016, accounting for 54% of value sales. The company offers two of the leading brands in the category, Shikma and Depend. The company also experienced the highest increase in value sales in the category during the year, rising by five percentage points due to the launch of its new brand Poise in 2015. The company’s brands are seen as effective and discreet and they are well-known among consumers.


The shift towards internet retailing is expected to remain a strong factor behind positive growth in adult incontinence over the forecast period, with the value share of this retail channel set to reach 19% in 2021. While the size of Israel’s elderly population is expected to continue growing, the stigma surrounding the purchase and use of incontinence products is expected to remain, causing increasing numbers of consumers to purchase these products through internet retailing.

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Adult Incontinence in Israel

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Discover the latest market trends and uncover sources of future market growth for the Incontinence industry in Israel with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Incontinence industry in Israel, our research will save you time and money while empowering you to make informed, profitable decisions.

The Incontinence in Israel market research report includes:

  • Analysis of key supply-side and demand trends
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Incontinence in Israel?
  • What are the major brands in Israel?
  • What are the most important channels for incontinence products?
  • How do light incontinence products perform compared to moderate/heavy incontinence products?

Why buy this report?

  • 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

This industry report originates from Passport, our Tissue and Hygiene market research database.

Adult Incontinence in Israel - Company Profiles