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