Euromonitor International
- Item successfully added to cart!
  
  Your cart is empty
  
  Check Out View Cart

Strategy Briefing

Adult Incontinence in North America

29 pages, Jun 2018

US$1,325

Add to cart Pay by invoice

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!

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!

Although North America is already the second-largest market in terms of retail value sales for adult incontinence, the region still offers significant growth opportunities, due to favourable demographic conditions and changing consumer perceptions. The industry has seen significant investments in marketing and product development. However, due to the growth opportunities, the industry is vulnerable to increased competition, which is expected to drive down prices and negatively impact profits.

Files are delivered directly into your account within a few minutes of purchase.

Overview

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.

Favourable demographic trends driving growth

The ageing population in North America has been a significant driver of growth in the region. As the 65+ age segment is expected to grow over the next several years at a faster rate than the general population, the outlook for the adult incontinence market is positive.

Improvements in messaging and product development help remove the stigma associated with incontinence

The past few years have seen more targeted advertising to younger consumers, and messaging that shows how those of all ages can suffer from incontinence. Manufacturers have also increased investment in product development, offering products that are thinner and more discreet. Offerings that are more stylish and appear less medical have helped normalise the category.

Rise of e-commerce

Internet retailing was the fastest growing channel for sales of adult incontinence in North America over 2012-2017. As a higher share of sales in adult incontinence migrate to online channels, there is a chance that this could negatively impact value sales, as online shopping allows easier price comparison, and many online purchases are made via wholesalers offering low-priced options to purchase in bulk.

Competition fosters high level of innovation, but creates pricing pressures that limit future value growth

Due to the high growth prospects, especially compared with other, slower-growing tissue and hygiene products, the adult incontinence market in North America has attracted additional competitors, and this is expected to continue. Although the increased competition has a positive impact on product innovation, it also creates challenges for future value growth, as brands use price cuts and promotions to cut out their competitors. However, the opportunity for premium innovation and offering value-added benefits (e.g. discretion, comfort) does allow for a more premium price point.

Want to find out more about this report?

Request more information

introduction

Scope

Key findings

REGIONAL OVERVIEW

Putting North America into context

High growth rates continue due to ageing population and normalisation

Regional Overview

Moderate/heavy adult incontinence dominates in market size

Both moderate/heavy and light incontinence experience high growth

US as main driver of region’s growth

Demographics and lifestyle trends

Sales through pharmacies dominate Canadian landscape…

… while e-commerce grows rapidly in both the US and Canada

Sales volume through retail channel growing faster than AFH and Rx

LEADING COMPANIES AND BRANDS

Private label poised to grow in consolidated market

P&G grows quickly, though Kimberly-Clark maintains majority of sales

Leading Companies and Brands

Essity’s Tena loses share as P&G’s Always brand climbs the rankings

2-in-1: period and bladder control

Forecast Projections

Growth in forecast not expected to slow down

Favourable demographic trends will continue to entice new entrants

Significant unmet potential

Future performance: habit persistence and product availability

COUNTRY SNAPSHOTS

US: market context

US: competitive and retail landscape

Canada: market context

Canada: competitive and retail landscape

Why buy this report?

Want to find out more about this report?

Request more information

Megatrends

Strategy Briefing

Adult Incontinence in North America

New Report Guarantee

About This Report

New Report Guarantee

Overview

Why buy this report?

Favourable demographic trends driving growth

Improvements in messaging and product development help remove the stigma associated with incontinence

Rise of e-commerce

Competition fosters high level of innovation, but creates pricing pressures that limit future value growth

Want to find out more about this report?

Table of Contents

introduction

Scope

Key findings

REGIONAL OVERVIEW

Putting North America into context

High growth rates continue due to ageing population and normalisation

Regional Overview

Moderate/heavy adult incontinence dominates in market size

Both moderate/heavy and light incontinence experience high growth

US as main driver of region’s growth

Demographics and lifestyle trends

Sales through pharmacies dominate Canadian landscape…

… while e-commerce grows rapidly in both the US and Canada

Sales volume through retail channel growing faster than AFH and Rx

LEADING COMPANIES AND BRANDS

Private label poised to grow in consolidated market

P&G grows quickly, though Kimberly-Clark maintains majority of sales

Leading Companies and Brands

Essity’s Tena loses share as P&G’s Always brand climbs the rankings

2-in-1: period and bladder control

Forecast Projections

Growth in forecast not expected to slow down

Favourable demographic trends will continue to entice new entrants

Significant unmet potential

Future performance: habit persistence and product availability

COUNTRY SNAPSHOTS

US: market context

US: competitive and retail landscape

Canada: market context

Canada: competitive and retail landscape

Why buy this report?

Want to find out more about this report?

Recently Viewed

Complete Catalogue

Strategy Reports

Country Reports

Recently Viewed

Complete Catalogue

Strategy Reports

Country Reports