Adult Incontinence: Growth Continues

The market for adult incontinence products is growing fast. Because incidences of incontinence rise with age, graying populations around the globe are major drivers of growth for manufacturers of incontinence products. But, health conditions such as obesity, PTSD, prostate surgeries, child birth and other factors also increase occurrences of incontinence. All of these demographic and health factors combined with increasing awareness and understanding of the condition, product normalization, better access to products and expanding product formats are all supporting growth in the category.

According to Svetlana Uduslivaia, regional head of Research, Americas, at Euromonitor International, growth in the adult incontinence market is positive and significant opportunities in the space exist globally, across all markets. “This aging trend is obviously boosting the demand, but also innovation; innovation in terms of product formats for women and men and understanding what is needed,” she says.

In developing markets specifically, product variety increases including affordable solutions, access to products through retail increases and awareness and understanding of incontinence conditions continue to support growth in those markets, she adds.

Euromonitor expects this positive growth to continue in the next five years and projects $14 billion in retail sales in the adult incontinence market by the year 2025.

Another significant growth driver in the adult incontinence market is that the percentage of women who use menstrual products for incontinence is declining year-over-year, according to Jamie Rosenberg, senior global analyst at global market researcher Mintel.

“We found that 38% were using femcare products in 2018, 35% in 2019 and 33% as of November 2020,” he explains. “That’s still high, but it’s testament to the category’s efforts to reduce the stigma as well as an indicator of the growth potential that will occur as consumers use the right products.”


Post time: May-27-2021