Evolution of Incontinence Management amid Lifestyle Shifts

Delivery

This report comes in PPT.

Key Findings

Alternative formats and usage of suboptimal substitutes hinder category growth

Though ageing remains the fundamental driver of adult incontinence across markets, growing awareness, less stigmatisation, healthy and active living trends, and rising incomes are motivating long-term growth and stimulating innovation, driving efficacy- and dignity-assuring formats such as pull-ons and multitaskers.

Holistic concepts and digital affinity drive multi-faceted personalisation

Underscoring adult incontinence’s growth is also its expanding customer base, particularly the younger and lower-income cohorts. A larger pool of potential users has heightened demand for offerings, and pricing and communications that are further refined to reflect the wide spectrum of needs, routines and values, creating opportunities for portfolio diversification.

Diversifying consumer base begs targeted and extended offerings, democratised pricing, and inclusive communications

Portfolio diversification, along with the rise of holistic care concepts, is boosting demand for personalisation, as consumers take further ownership of their wellbeing and shopping journey. Digital technologies, such as direct-to-consumer retailing and smart wearables for symptom tracking, further widen the approach to personalised incontinence management.

Awareness, mobility and income improvements reinforce category momentum

Incontinence’s growth does not come without challenges, with alternative formats, such as reusables, sanitary protection products and devices pre-empting leakage creating headwinds, given their cost efficiency and sustainable advantages. These disruptive forces require disposable players to reflect on their pricing and sustainability strategies.

Sustainability is no longer on the backburner

While efficacy remains top of mind for both incontinence sufferers and industry players, the broad-based push for sustainability has increasingly seeped into all aspects of the incontinence supply chain, from plant-based sourcing to low-carbon manufacturing and end-of-life recycling.