The long-term growth prospects for retail adult incontinence remain healthy, owing to the increasing adoption of care at home, growing incontinence awareness and an ageing population. Besides, the 65+ age group, one of the key demographics suffering from incontinence, makes up the largest share of Canadians in the top-income band and hence creates opportunities for high-end incontinence products.
While functionality remains top-of-mind for consumers and brands, retail adult incontinence will increasingly feel the broader movement towards more sustainable options that are plant-based, biodegradable and ethically sourced. Although some companies may tweak materials from ingredients to adhesives to minimise ecological harm, some may leverage technologies such as sensors to increase waste efficiency.
Much of the growth of retail adult incontinence has been and will continue to be attributed to companies’ efforts to shed the stigma surrounding incontinence. From graceful packaging and discreet product design to educational campaigns that stress authenticity and reinforce normality, brands will continue to leverage tangible and intangible means to change the tone of the overall topic of incontinence.
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Understand the latest market trends and future growth opportunities for the Retail Adult Incontinence industry in Canada with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Retail Adult Incontinence
Includes a variety of protective products for different levels of bladder or bowl adult incontinence. Products with different levels of absorbency are covered, including pads, pants/protective underwear, briefs, undergarments and pant/pad systems.
See All of Our DefinitionsThis report originates from Passport, our Retail Adult Incontinence research and analysis database.
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