Retail Adult Incontinence in Canada

PRE-COVID-19 PERFORMANCE

Ageing population and rising awareness contribute to a dynamic performance

Retail adult incontinence recorded double-digit current value and volume growth in 2019. Due to the ageing of baby boomers and improved life expectancy, there has been an increase in the size of the older population in the country.

New product lines and the discretion of e-commerce are other important factors

Manufacturers of retail adult incontinence products have played a major role in introducing innovative materials in a category which is highly cost-driven. To achieve maximum productivity at a low cost, players have introduced products which are less bulky, yet are able to offer the same or better fluid-holding capacity.

Kimberly-Clark maintains its lead, but Procter & Gamble sees a rapid share increase

Kimberly-Clark remained the leading player in retail adult incontinence in 2019, with a dominant although falling value share. Both its Depend and Poise brands struggled to achieve share growth in 2019, although both saw strong sales increases thanks to its efforts to educate consumers about incontinence and help them to choose the right product.

2020 AND BEYOND

COVID-19 impact

Retail adult incontinence is expected to grow by 17% in 2019 constant value terms in 2020 overall, in light of the impact of COVID-19. This is much higher than the 10% rise forecast in 2019 constant value terms in our 2020 edition of tissue and hygiene published in February 2020 (pre-COVID-19).

Affected products within retail adult incontinence

Although light incontinence is expected to see strong value and volume growth in 2020, moderate/heavy incontinence is set to see a stronger performance. Although COVID-19 is expected to contribute to higher growth for both categories, this is a continuation of the trend seen during the review period.

Recovery and opportunities

Retail adult incontinence was already a strong growth category in the review period, and is expected to continue to see the strongest performance within tissue and hygiene in the forecast period. As the stigma of using such products lessens, more people are likely to use products appropriate for their needs.

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