Category Update: Adult Incontinence in Retail

Healthy growth and significant unmet potential in retail

Adult incontinence in retail maintains healthy growth trajectory across developed and developing markets. Ageing populations, obesity, rising consumer awareness of incontinence, innovation and marketing underpin category dynamism.

Feminine care and the assessment of a tipping point in light incontinence adoption

Light incontinence products still derive the majority of sales from developed regions, with wider product variety and positioning of light incontinence within wider feminine hygiene. As attention to women’s health grows in developing markets, expanding use of sanitary pads can create a platform for building the awareness and product adoption for light incontinence pads.

Innovation and product segmentation to drive category and brand growth

Innovation, including product segmentation, helps to not only drive the overall category but also support brands’ competitive strength in the face of rising competition and evolving consumer demand.

Appealing to younger generation

There is a growing recognition of wider consumer needs that include the younger generation. Products that address the needs of younger consumers as well as digital marketing going beyond clinical messaging become increasingly important.

Men in need of protection - growth potential

There is a need for more innovation to address men’s needs and capture better the existing potential in men’s incontinence, as attested by strong growth of men’s incontinence products reported by, for example, Unicharm.

Industry disruptors - rise of re-usable alternatives

Adult incontinence management sees the rise of re-usable alternatives that are more cost efficient, aesthetically pleasing, and eco-friendly. These highlight the need for disposable industry response in the form of innovation and cost efficiencies to allow for better look, fit, waste management, and pricing.