Adult Incontinence in North America

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.