Global Adult Incontinence: Consumer Needs, Product Formats Dynamic, Growth Strategies

Delivery

This report comes in PPT.

Key Findings

Room for long-term growth in both developed and emerging markets

While emerging markets have an estimated unmet potential of over 13 billion units, developed markets will continue to add to its large volume base, with an estimated unmet potential of 8 billion units. Both will see healthy growth in adult incontinence, supported by aging populations, increased consumer awareness of adult incontinence and improved product access in developing markets.

Future concerns among younger consumers about adult incontinence open opportunities to be inclusive with target and messaging

While current self-reported levels of the condition are relatively low, especially in some developing regions, efforts in consumer education and product awareness are paying off, with awareness of the condition among younger consumers rising. However, while some traditional industry players still focus on targeting seniors, feminine care start-up companies have begun addressing the need for incontinence among younger women.

Product usage among men does not align with what is available in the market, pointing to a gap in understanding men’s needs

In most markets, female consumers have more varied products and innovations developed for their needs, while industry players continue to work with the assumptions that men primarily use the pant/underwear format. This assumption limits the options available for men, in particular, those who want more options in the market for light incontinence products.

Baby boomers are using technology more to research products rather than to buy, but are warming up to online support

Retail incontinence continues to witness strong e-commerce growth, due to the discreet and convenient benefits that online shopping offers. As more seniors are shopping or researching online, there need to be interfaces and features that can help them navigate through online SKUs and provide a personable shopping experience.