The pandemic-induced high death toll at congregated assisted living and long-term care facilities pushed many families to care for their ageing loved ones at home. The shift to home care, coupled with a heightened health awareness and a continuously ageing population, contributed to healthy growth in retail adult incontinence in 2020.
Household names such as Poise and Depend remained the most trusted choices among many consumers and continued to top the list for best-selling incontinence brands in 2020. However, as pandemic-induced economic fallout forced consumers to tighten their belts, many turned to store brands such as Walmart’s Assurance, CVS Health and Amazon’s Solimo, which had significantly closed the quality gap with name brands while keeping prices low.
COVID-19 added extra fuel to e-commerce, which was already gaining popularity among incontinence sufferers and caregivers given its convenience and discretion. In 2020, a larger portion of Americans, including often less digital-savvy boomers, swapped the physical for the digital world, bringing incontinence’s e-commerce share up from the previous year.
The resulting recession from COVID-19, which has reduced many consumers’ income given unexpected layoffs and reduced working hours, will limit their spending power and thus dampen the category’s growth over the short to medium term. However, its long-term growth prospect remains healthy owing to the increasing adoption of at-home care and an ageing population.
Many consumer sectors have felt the broader move towards more sustainable products that are plant-based, biodegradable and ethically sourced, and adult incontinence is no exception. Although some businesses may tweak material sourcing to minimise ecological harm, some others leverage technologies such as sensors, which help caregivers identify an individual’s urination patterns and optimise change frequency, to maximise cost and waste efficiency of disposable incontinence products.
Brands will continue focusing digital strategy around busting taboos associated with incontinence.
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Understand the latest market trends and future growth opportunities for the Incontinence industry in USA with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Incontinence research and analysis database.
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