Retail adult incontinence looks set to weaken over the forecast period, with overall retail volumes set to decline, whilst current value growth rates should rise only marginally. The ageing population will continue to attract older consumers into the category due to a higher incidence of conditions like obesity and diabetes.
Leading category player Essity AB is taking advantage of growing demand for sustainable apparel in Sweden and a desire to move away from disposable incontinence products with its leakproof apparel. Essity markets its Tena Silhouette Washable Absorbent Underwear for women with light bladder weakness.
Ongoing efforts by manufacturers and non-industry organisations to reduce the social stigma attached to incontinence also bode well for the category. Nonetheless, it will continue to benefit from the embarrassment many people feel about suffering from this condition, as these consumers are often more inclined to buy retail adult incontinence products rather than undergo the evaluation process required to obtain Rx/reimbursement products via the public healthcare system.
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Understand the latest market trends and future growth opportunities for the Retail Adult Incontinence industry in Sweden 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 Definitions
This report originates from Passport, our Retail Adult Incontinence research and analysis database.
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