Supporting retail adult incontinence’s growth over the forecast period will be its expanded customer base, particularly among younger and male cohorts. In the US, 68% males versus 48% females stated that incontinence had a moderate to severe impact on their current health in 2022, while 17% of Generation Z expressed extreme concerns about incontinence, up from 13% in 2019, according to Euromonitor International’s 2022 Voice of the Consumer: Health and Nutrition Survey.
Retail adult incontinence’s future growth does not come without challenges, with alternative formats such as washable solutions, sanitary protection and devices pre-empting leakage blowing headwinds, given cost efficiency and sustainable advantages. These disruptive forces will likely urge category players to reflect on pricing and sustainability strategies.
As retail adult incontinence players look to further reduce the traditional stigma attached to this condition, and consumers take ownership of their wellbeing and shopping journey, inclusivity will remain a priority for players wanting to strengthen their foothold in the category. In 2022, inclusivity was further manifested in assortment expansion to address different genders, in addition to various use occasions and body shapes.
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Understand the latest market trends and future growth opportunities for the Retail Adult 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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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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