While women remain the key target audience for disposable adult incontinence products, men’s incontinence management offers potential for further industry growth as attested by the strong positive performance of a number of new products, especially those in light incontinence management. The report discusses risk factors and the consumer base for men’s incontinence products and analyses recent marketing and product trends geared specifically towards male incontinence sufferers.
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Although coming more into the spotlight with a range of new and improved marketing campaigns and an array of new products, there still remains room for further innovation and consumer educational and communication support to tap into the market for men’s incontinence products.
Reported rates of incontinence prevalence among men vary, depending on the source and methodology applied. However, risk factors go far beyond ageing and also include younger men below the age of 60.
With better understanding of incontinence conditions and the contributing factors comes greater focus on product development that incorporates the variety of modern men’s needs and preferences, including those physically active. Condition normalisation remains on the agenda, and products that offer comfort and discretion help to meet normalisation goals.
Although products like shields and briefs remain among the key formats in men’s incontinence management, with further improvements also in aesthetic design, other product formats are in demand. These include light incontinence products, as attested by the successful launch and evolution of the products by Unicharm since 2014.
Similarly to other hygiene and health products, costs of incontinence management can be high. Men, however, are sensitive to costs of healthcare, thereby creating both opportunities and challenges for the industry when it comes to pricing, affordability, and industry profitability.