Executive Summary

Mar 2019
PROSPECTS
The ageing US population ensures long-term demand

Although growth in the US population will continue to decelerate towards 2030, increasing life expectancy means that the 65+ age group will increase rapidly. This cohort is estimated to increase to over a fifth of the total population by 2030.

Beyond the older population

Whilst the population aged 65+ remains the main customer base for incontinence products, there is growing recognition that factors other than age can cause incontinence. Manufacturers now understand that women’s bladders can be affected by menopause and childbirth.

Online sales increase

In 2018, internet retailing posted a higher value share in retail adult incontinence than in any other tissue and hygiene category. Whilst the stigma around purchasing incontinence products has decreased over the years, many people are still reluctant to purchase them in-store.

COMPETITIVE LANDSCAPE
Procter & Gamble maintains its success

Whilst Kimberly-Clark Corp remained the largest player in retail adult incontinence in value terms in 2018, The Procter & Gamble Co gained share every year after its return to adult incontinence in 2014. In 2018, it was the second largest player with its Always Discreet product line.

Private label gathers steam

Although The Procter & Gamble Co registered the strongest value growth in retail adult incontinence in 2018, private label also increased its value sales and share. This was mainly due to improvements in the quality of these products in recent years.

Essity and skin technology

Swedish tissue and hygiene manufacturer Essity (formerly SCA Group) recently carried out an initiative to promote skin health. Leakage and fitting have always been priorities for product developments by manufacturers in adult incontinence.

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Retail Adult Incontinence in the US

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Overview

Discover the latest market trends and uncover sources of future market growth for the Incontinence industry in USA with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Incontinence industry in USA, our research will save you time and money while empowering you to make informed, profitable decisions.

The Incontinence in USA market research report includes:

  • Analysis of key supply-side and demand trends
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Incontinence in USA?
  • What are the major brands in USA?
  • What are the most important channels for incontinence products?
  • How do light incontinence products perform compared to moderate/heavy incontinence products?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Tissue and Hygiene market research database.

Retail Adult Incontinence in the US - Category analysis

HEADLINES

PROSPECTS

The ageing US population ensures long-term demand
Beyond the older population
Online sales increase

COMPETITIVE LANDSCAPE

Procter & Gamble maintains its success
Private label gathers steam
Essity and skin technology

CATEGORY DATA

Table 1 Sales of Retail Adult Incontinence by Category: Value 2013-2018
Table 2 Sales of Retail Adult Incontinence by Category: % Value Growth 2013-2018
Table 3 NBO Company Shares of Retail Adult Incontinence: % Value 2014-2018
Table 4 LBN Brand Shares of Retail Adult Incontinence: % Value 2015-2018
Table 5 Forecast Sales of Retail Adult Incontinence by Category: Value 2018-2023
Table 6 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2018-2023

Tissue and Hygiene in the US - Industry Overview

EXECUTIVE SUMMARY

Uptick in growth in retail tissue and hygiene
Rising raw materials costs to impact product pricing
Increasing competition from opposite ends of the spectrum
Changing consumer values
Slow population growth in a mature market

MARKET INDICATORS

Table 7 Birth Rates 2013-2018
Table 8 Infant Population 2013-2018
Table 9 Female Population by Age 2013-2018
Table 10 Total Population by Age 2013-2018
Table 11 Households 2013-2018
Table 12 Forecast Infant Population 2018-2023
Table 13 Forecast Female Population by Age 2018-2023
Table 14 Forecast Total Population by Age 2018-2023
Table 15 Forecast Households 2018-2023

MARKET DATA

Table 16 Retail Sales of Tissue and Hygiene by Category: Value 2013-2018
Table 17 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2013-2018
Table 18 NBO Company Shares of Retail Tissue and Hygiene: % Value 2014-2018
Table 19 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2015-2018
Table 20 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2013-2018
Table 21 Distribution of Retail Tissue and Hygiene by Format: % Value 2013-2018
Table 22 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2018
Table 23 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2018-2023
Table 24 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources