Retail Adult Incontinence in Canada

PROSPECTS

Ageing population drives demand for retail adult incontinence

Due to ageing baby boomers and the improved life expectancy, there has been an increase in the size of the senior population in the country. According to Statistics Canada, the ageing population in the country represents nearly 16%, and it is expected to reach 23% in 2030.

Retail adult incontinence extends beyond ageing population

While retail adult incontinence players primarily target the ageing population, manufacturers have succeeded in taking this one step further by targeting consumers suffering from accidental bowel leakage, which can be linked to obesity or due to pregnancy. With nearly 20% of the Canadian population being obese, they are at high risk of encountering incontinence problems.

Innovation helps to drive sales of retail adult incontinence

Manufacturers of retail adult incontinence have played a major role in introducing innovative fabrics in a category which is highly cost driven. To achieve maximum productivity at low cost, players have introduced products with reduced sizes, yet are able to offer fluid holding capacity.

COMPETITIVE LANDSCAPE

Kimberly-Clark maintains leadership position

The US-based company Kimberly-Clark continued to dominate Canadian retail adult incontinence in 2018, due to its strong brands Depend and Poise. The investments made by the company to educate consumers to learn about incontinence and help them to choose the right product has reaped benefits.

Strong opportunity for private label

Private label continued to hold only low value share within retail adult incontinence in 2018. Although Canadians have the habit of saving their household expenses by switching to cheaper brands, this did not lead to stronger growth for private label in this category, which could be linked to the specialist nature of the products.

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