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Incontinence - US - December 2018

OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY 
Overview
Figure 1: Total US sales and fan chart forecast of adult incontinence market, at current prices, 2013-23
The issues
Brands need to adapt to meet changing consumer needs
Figure 2: Multi-outlet sales gain by select brands, rolling 52 weeks 2017 and 2018
The cost of incontinence products will become a growth barrier
The opportunities
Green femcare brands can move into incontinence
Figure 3: Use of menstrual products for incontinence, by age, August 2018
Focus on prevention
Figure 4: Interest in bladder support products (any agree) vs actual usage, by age, August 2018
Find new ways to talk to men
Figure 5: Men with prostate-related incontinence, August 2018
What it means
THE MARKET – WHAT YOU NEED TO KNOW
A market with strong growth prospects
Period products are the primary means of managing incontinence
Many seniors can’t afford incontinence products
Risk factors are growing among young people
MARKET SIZE AND FORECAST
A market with strong growth prospects
Figure 6: Total US sales and fan chart forecast of adult incontinence market, at current prices, 2013-23
Figure 7: Total US sales and forecast of adult incontinence products, at current prices, 2013-23
MARKET PERSPECTIVE
Period products are the primary means of managing incontinence
Figure 8: Use of menstrual products for incontinence, by age, August 2018
MARKET FACTORS 
Many seniors can’t afford incontinence products
Figure 9: Median household income, by age of householder, 2016
Risk factors are growing among young women
Figure 10: Prevalence of obesity among US adults aged 20 and over, 2000-17
KEY PLAYERS – WHAT YOU NEED TO KNOW 
Always Discreet is growing the market
Private label is winning in traditional outlets
Consumers are rewarding better fit
Focus on caregivers and heavy incontinence sufferers
Poise is losing sales
A growing focus on prevention
COMPANY AND BRAND SALES OF INCONTINENCE PRODUCTS
Light incontinence products are driving growth
Figure 11: Multi-outlet sales of adult incontinence products, by leading companies, rolling 52 weeks 2017 and 2018
WHAT’S WORKING?
Always Discreet is growing the market
Figure 12: Multi-outlet sales of adult incontinence products, by leading companies and brands, rolling 52 weeks 2017 and 2018
Private label is winning in traditional outlets
Figure 13: Select purchase behaviors for incontinence underwear/briefs, August 2018
Consumers are rewarding better fit
Figure 14: Multi-outlet sales of Depend products, rolling 52 weeks 2017 and 2018
Focus on caregivers and heavy incontinence sufferers
WHAT’S STRUGGLING?
Poise is losing sales
Poise Impressa is also under stress
Small brands struggle as market share consolidates
WHAT’S NEXT?
A growing focus on prevention
Drugs will compete with absorbent products
THE CONSUMER – WHAT YOU NEED TO KNOW 
Light bladder leakage is the most common ailment
Menstrual products are the dominant incontinence solution
Pregnancy is the biggest non-age-related cause
Elderly incontinence consumers need more affordable options
Incontinence is embarrassing
More consumers are interested in pessaries than use them
INCONTINENCE EXPERIENCE
Light bladder leakage is the most common ailment
Figure 15: Incontinence experience, August 2018
Incontinence is not strictly a problem for the elderly
Figure 16: Light bladder leakage, by age, August 2018
PRODUCT USAGE
Menstrual products are still the dominant incontinence solution
Figure 17: Incontinence product usage, August 2018
Younger women most likely to use menstrual products for incontinence
Figure 18: Use of menstrual products for incontinence, by age, August 2018
Figure 19: Agree that feminine hygiene products protect against bladder leakage, by age, August 2018
CAUSES OF INCONTINENCE
Pregnancy is the biggest non-age-related cause
Figure 20: Causes of incontinence, August 2018
Prostate issues are a cause of incontinence for many men
Figure 21: Causes of incontinence, by male and age, August 2018
Figure 22: Concern that bladder issues will reduce independence – Any agree, by gender, August 2018
PURCHASE BEHAVIORS
Heavy incontinence products have the strongest private label and online presence
Figure 23: Select purchase behaviors, by product type, august 2018
Figure 24: Correspondence analysis – Principal map – Purchase behaviors, August 2018
Methodology
Elderly incontinence consumers need more affordable options
Figure 25: Purchase behaviors for incontinence products – Any product (net), August 2018
ATTITUDES TOWARD INCONTINENCE 
Incontinence is embarrassing
Figure 26: Attitudes toward incontinence products – Any agree/disagree, August 2018
Incontinence is most embarrassing for younger consumers
Figure 27: Incontinence products are embarrassing to shop for – Any agree, by age, August 2018
The majority say incontinence is manageable
Figure 28: Impact of bladder issues on lifestyle, August 2018
Younger consumers most likely to be disrupted by incontinence
Figure 29: Impact of bladder issues on lifestyle, by age, August 2018
Figure 30: Bladder weakness is a natural sign of aging and is embarrassing – Strongly agree, by age, August 2018
The emergence of incontinence brings a fear of losing independence
Figure 31: Concern about losing their independence from incontinence – Any agree, by age, August 2018
More consumers are interested in pessaries than use them
Figure 32: Would try implantable device – Any agree/disagree, by age, August 2018
APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Sales data
Fan chart forecast
Consumer survey data
Abbreviations and terms
Abbreviations
APPENDIX – THE MARKET
Figure 33: Total US retail sales and forecast of adult incontinence products, at inflation-adjusted prices, 2013-23
Figure 34: Total US retail sales of adult incontinence products, by channel, at current prices, 2013-18
Correspondence analysis chart
Figure 35: Shopping behaviors, August 2018

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