Table of Contents
Overview
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- What you need to know
- Key issues covered in this Report
- Definition
- COVID-19: Market context
Executive Summary
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- Top takeaways
- Market overview
- Impact of COVID-19 on the adult incontinence category
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- Figure 1: Short-, medium- and long-term impact of COVID-19 on absorbent hygiene and incontinence, February 2021
- Opportunities and Challenges
- Reframe product access as a right
- Meet the demand for natural products
- Rethink consumer segmentation strategies
- Become a true wellness partner
The Market – Key Takeaways
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- Product switching will drive robust growth
- Impact of COVID-19 on the adult incontinence category
- Obesity is a growing risk factor
- Natural menstrual products will drive demand for sustainable incontinence products
- Senior-focused ecommerce is an underleveraged opportunity
Market Size and Forecast
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- Product switching will drive robust growth
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- Figure 2: Total US sales and fan chart forecast of incontinence, at current prices, 2015-25
- Figure 3: Total US sales and forecast of incontinence, at current prices, 2015-25
- Impact of COVID-19 on the adult incontinence category
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- Figure 4: Short-, medium- and long-term impact of COVID-19 on absorbent hygiene and incontinence, February 2021
- Lockdown
- Re-emergence
- Recovery
Market Factors
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- Society will grapple with incontinence product affordability
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- Figure 5: Seniors at 125% of poverty rate or below, 2000 - 2019
- Obesity is a growing risk factor
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- Figure 6: Rates of obesity and severe obesity, 1999-2018
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- Figure 7: Causes of incontinence, consumers aged 18-34 vs total population, November 2020
- High unemployment is reducing category spend
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- Figure 8: US unemployment rate and underemployment rate, Jan 2019-Sept 2020
Market Opportunities
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- Natural menstrual products will drive demand for sustainable incontinence products
- Senior-focused ecommerce is an underleveraged opportunity
Companies and Brands – Key Takeaways
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- Always growth slows, but still outperforms the market
- Multi-fluid landscape continues to expand
- Reusable products continue to gain appeal with young consumers
- Senior-focused ecommerce fills an unmet need during the pandemic
- L. expands into incontinence
- Brands will face a growing identity crisis
Market Share
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- Always growth slows, but still outperforms the market
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- Figure 9: Sales of incontinence products, by company, 2019 and 2020
Competitive Strategies
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- Multi-fluid landscape continues to expand
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- Figure 10: Multi-fluid products from First Quality and Essity
- Figure 11: Use period products vs incontinence products for bladder leakage, by age, November 2020
- Reusable products continue to gain appeal with young consumers
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- Figure 12: Use of reusable incontinence briefs, by age, November 2020
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- Figure 13: Rael Organic Cotton Reusable Incontinence Pads
- Senior-focused ecommerce fills an unmet need during the pandemic
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- Figure 14: Online purchases of incontinence products, by age, November 2020
- Domtar sells its consumer product business unit
- L. expands into incontinence
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- Figure 15: L. Life Proof Pads for Bladder Support
- Figure 16: Prefer natural incontinence products, November 2020
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- Figure 17: Brands should offer more sustainable incontinence products, by age, November 2020
- Brands will face a growing identity crisis
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- Figure 18: Packaging from top incontinence brands showing overlapping consumer personas
The Consumer – Key Takeaways
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- Incidence of incontinence grows
- Help the young avoid incontinence
- Consumers are diversifying their shopping channels
- Product access is considered a right
- Interest in implantable, preventative devices is high
Incontinence Experience
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- Prepare for a more incontinent society
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- Figure 19: Type of incontinence, October 2019 vs. November 2020
- Strengthen marketing support for Black consumers
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- Figure 20: Type of incontinence, by race, November 2020
Product Usage
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- Reusable briefs have a strong selling proposition
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- Figure 21: Use of select incontinence underwear and implantable bladder support devices, November 2020
- Younger consumers will drive a shift to reusable products
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- Figure 22: Purchase of reusable incontinence products, by age, November 2020
- Use of menstrual products for incontinence, while still high, is declining
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- Figure 23: Use menstrual products for incontinence, 2018-20
Causes of Incontinence
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- The obesity epidemic is shifting the age demographics of incontinence.
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- Figure 24: Causes of incontinence, November 2020
- There is opportunity in helping the young avoid incontinence
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- Figure 25: Weight vs weak bladder muscles as primary causes of incontinence, by age, November 2020
Purchase Locations
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- Consumers are diversifying their shopping channels
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- Figure 26: Purchase locations for incontinence products, November 2020
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- Figure 27: Use of ecommerce for incontinent product shopping, October 2019 vs November 2020
- Motivate older consumers to shop online
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- Figure 28: Buy incontinence products online, by age, November 2020
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- Figure 29: Shopping more online during the pandemic, by age, November 2020
Impact on Lifestyle
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- Most consumers believe their incontinence is under control
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- Figure 30: Impact of incontinence on lifestyle, November 2020
- Young consumers are most likely to report a severe lifestyle impact
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- Figure 31: Impact of incontinence on lifestyle, by age and gender, November 2020
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- Figure 32: Heavy incontinence is preventing an active life, by age and gender, November 2020
Attitudes toward Incontinence
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- Consumers see product access as a right
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- Figure 33: Attitudes towards incontinence products, November 2020
- Improve the pessary
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- Figure 34: Would try and implantable bladder support products, by age, November 2020
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Forecast
- Consumer survey data
- Abbreviations and terms
- Abbreviations
Appendix – The Market
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- Figure 35: Total US retail sales and forecast of incontinence products, at inflation-adjusted prices, 2015-25
- Figure 36: Total US retail sales of incontinence products, by channel, at current prices, 2015-20
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