Author: Mintel Group Ltd.
Last saved by: HTTP server

Incontinence - US - February 2021

OVERVIEW
What you need to know
Key issues covered in this Report
Definition
COVID-19: Market context
EXECUTIVE SUMMARY 
Top takeaways 
Market overview 
Impact of COVID-19 on the adult incontinence category
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 
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
Product switching will drive robust growth
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
Figure 4: Short-, medium- and long-term impact of COVID-19 on absorbent hygiene and incontinence, February 2021
Lockdown
Re-emergence
Recovery
MARKET FACTORS 
Society will grapple with incontinence product affordability
Figure 5: Seniors at 125% of poverty rate or below, 2000 - 2019
Obesity is a growing risk factor 
Figure 6: Rates of obesity and severe obesity, 1999-2018
Figure 7: Causes of incontinence, consumers aged 18-34 vs total population, November 2020
High unemployment is reducing category spend
Figure 8: US unemployment rate and underemployment rate, Jan 2019-Sept 2020
MARKET OPPORTUNITIES 
Natural menstrual products will drive demand for sustainable incontinence products 
Senior-focused ecommerce is an underleveraged opportunity
COMPANIES AND BRANDS – KEY TAKEAWAYS 
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
Always growth slows, but still outperforms the market
Figure 9: Sales of incontinence products, by company, 2019 and 2020
COMPETITIVE STRATEGIES
Multi-fluid landscape continues to expand
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
Figure 12: Use of reusable incontinence briefs, by age, November 2020
Figure 13: Rael Organic Cotton Reusable Incontinence Pads
Senior-focused ecommerce fills an unmet need during the pandemic
Figure 14: Online purchases of incontinence products, by age, November 2020
Domtar sells its consumer product business unit
L. expands into incontinence
Figure 15: L. Life Proof Pads for Bladder Support
Figure 16: Prefer natural incontinence products, November 2020
Figure 17: Brands should offer more sustainable incontinence products, by age, November 2020
Brands will face a growing identity crisis
Figure 18: Packaging from top incontinence brands showing overlapping consumer personas
THE CONSUMER – KEY TAKEAWAYS  
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
Prepare for a more incontinent society
Figure 19: Type of incontinence, October 2019 vs. November 2020
Strengthen marketing support for Black consumers
Figure 20: Type of incontinence, by race, November 2020
PRODUCT USAGE
Reusable briefs have a strong selling proposition
Figure 21: Use of select incontinence underwear and implantable bladder support devices, November 2020
Younger consumers will drive a shift to reusable products
Figure 22: Purchase of reusable incontinence products, by age, November 2020
Use of menstrual products for incontinence, while still high, is declining
Figure 23: Use menstrual products for incontinence, 2018-20
CAUSES OF INCONTINENCE
The obesity epidemic is shifting the age demographics of incontinence. 
Figure 24: Causes of incontinence, November 2020
There is opportunity in helping the young avoid incontinence
Figure 25: Weight vs weak bladder muscles as primary causes of incontinence, by age, November 2020
PURCHASE LOCATIONS
Consumers are diversifying their shopping channels 
Figure 26: Purchase locations for incontinence products, November 2020
Figure 27: Use of ecommerce for incontinent product shopping, October 2019 vs November 2020
Motivate older consumers to shop online
Figure 28: Buy incontinence products online, by age, November 2020
Figure 29: Shopping more online during the pandemic, by age, November 2020
IMPACT ON LIFESTYLE
Most consumers believe their incontinence is under control
Figure 30: Impact of incontinence on lifestyle, November 2020
Young consumers are most likely to report a severe lifestyle impact
Figure 31: Impact of incontinence on lifestyle, by age and gender, November 2020
Figure 32: Heavy incontinence is preventing an active life, by age and gender, November 2020
ATTITUDES TOWARD INCONTINENCE 
Consumers see product access as a right
Figure 33: Attitudes towards incontinence products, November 2020
Improve the pessary
Figure 34: Would try and implantable bladder support products, by age, November 2020
APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Sales data
Forecast
Consumer survey data
Abbreviations and terms
Abbreviations
APPENDIX – THE MARKET 
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

This report is supplied in accordance with Mintel's terms and conditions.  
© Mintel Group Ltd.