Table of Contents
Executive Summary
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- Overview
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- 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
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- 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
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- Figure 3: Use of menstrual products for incontinence, by age, August 2018
- Focus on prevention
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- Figure 4: Interest in bladder support products (any agree) vs actual usage, by age, August 2018
- Find new ways to talk to men
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- Figure 5: Men with prostate-related incontinence, August 2018
- What it means
The Market – What You Need to Know
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- 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
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- A market with strong growth prospects
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- 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
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- Period products are the primary means of managing incontinence
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- Figure 8: Use of menstrual products for incontinence, by age, August 2018
Market Factors
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- Many seniors can’t afford incontinence products
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- Figure 9: Median household income, by age of householder, 2016
- Risk factors are growing among young women
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- Figure 10: Prevalence of obesity among US adults aged 20 and over, 2000-17
Key Players – What You Need to Know
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- 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
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- Light incontinence products are driving growth
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- Figure 11: Multi-outlet sales of adult incontinence products, by leading companies, rolling 52 weeks 2017 and 2018
What’s Working?
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- Always Discreet is growing the market
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- 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
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- Figure 13: Select purchase behaviors for incontinence underwear/briefs, August 2018
- Consumers are rewarding better fit
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- Figure 14: Multi-outlet sales of Depend products, rolling 52 weeks 2017 and 2018
- Focus on caregivers and heavy incontinence sufferers
What’s Struggling?
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- Poise is losing sales
- Poise Impressa is also under stress
- Small brands struggle as market share consolidates
What’s Next?
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- A growing focus on prevention
- Drugs will compete with absorbent products
The Consumer – What You Need to Know
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- 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
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- Light bladder leakage is the most common ailment
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- Figure 15: Incontinence experience, August 2018
- Incontinence is not strictly a problem for the elderly
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- Figure 16: Light bladder leakage, by age, August 2018
Product Usage
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- Menstrual products are still the dominant incontinence solution
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- Figure 17: Incontinence product usage, August 2018
- Younger women most likely to use menstrual products for incontinence
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- Figure 18: Use of menstrual products for incontinence, by age, August 2018
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- Figure 19: Agree that feminine hygiene products protect against bladder leakage, by age, August 2018
Causes of Incontinence
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- Pregnancy is the biggest non-age-related cause
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- Figure 20: Causes of incontinence, August 2018
- Prostate issues are a cause of incontinence for many men
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- Figure 21: Causes of incontinence, by male and age, August 2018
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- Figure 22: Concern that bladder issues will reduce independence – Any agree, by gender, August 2018
Purchase Behaviors
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- Heavy incontinence products have the strongest private label and online presence
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- Figure 23: Select purchase behaviors, by product type, august 2018
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- Figure 24: Correspondence analysis – Principal map – Purchase behaviors, August 2018
- Methodology
- Elderly incontinence consumers need more affordable options
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- Figure 25: Purchase behaviors for incontinence products – Any product (net), August 2018
Attitudes toward Incontinence
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- Incontinence is embarrassing
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- Figure 26: Attitudes toward incontinence products – Any agree/disagree, August 2018
- Incontinence is most embarrassing for younger consumers
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- Figure 27: Incontinence products are embarrassing to shop for – Any agree, by age, August 2018
- The majority say incontinence is manageable
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- Figure 28: Impact of bladder issues on lifestyle, August 2018
- Younger consumers most likely to be disrupted by incontinence
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- Figure 29: Impact of bladder issues on lifestyle, by age, August 2018
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- 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
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- Figure 31: Concern about losing their independence from incontinence – Any agree, by age, August 2018
- More consumers are interested in pessaries than use them
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- Figure 32: Would try implantable device – Any agree/disagree, by age, August 2018
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Fan chart forecast
- Consumer survey data
- Abbreviations and terms
- Abbreviations
Appendix – The Market
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- 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
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- Figure 35: Shopping behaviors, August 2018
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