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Description

Description

Covered in this report

The review period also saw innovation catering to more nuanced needs among different consumer segments. Multi-fluid products (for periods and bladder leakage), thinner, more attractive and more garment-like briefs and better male-specific products characterize the category’s recent innovation. This is encouraging because better consumer segmentation is often a harbinger of future growth potential.

"The US incontinence market grew based on an acceleration of the same growth drivers that were prominent in 2018, such as a transition from period products to dedicated incontinence products, the continued aging of the population and growing bladder leakage due to lifestyle issues."
-Jamie Rosenberg, Senior Global Analyst, Household & Personal Care

This report looks at the following areas:

  • Risk factors are growing among younger consumers
  • Many women still use period products for incontinence

What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • Market overview
          • Figure 1: Total US sales and fan chart forecast of incontinence products, at current prices, 2014-24
        • The issues
          • Risk factors are growing among younger consumers
            • Figure 2: Obesity trends in the US, 2000 - 2016
            • Figure 3: Incontinence can be improved with lifestyle changes, by age, October 2019
          • Many women still use period products for incontinence
            • Figure 4: Use of period products vs incontinence products for bladder leakage, August 2018 and October 2019
            • Figure 5: Feminine hygiene products protect against bladder leakage, October 2019
          • The opportunities
            • Multi-fluid products could be pivotal
              • Figure 6: Interest in multi-fluid pads, by age, October 2019
            • Implantable and wearable devices present an appealing alternative
              • Figure 7: Interest in implantable bladder devices, by 25-34 age group, August 2018 and October 2019
            • Ecommerce presents a strong opportunity
              • Figure 8: Online purchases of incontinence products, August 2018 and October 2019
            • What’s Next: A view toward 2030
              • The Cost of Longevity
                • Disruptive Devices
                • The Market – What You Need to Know

                  • Strong growth prospects ahead
                    • The category is diversifying for different needs
                      • American lifestyles contribute to bladder leakage
                      • Market Size and Forecast

                        • Strong growth prospects ahead
                          • Figure 9: Total US sales and fan chart forecast of incontinence products, at current prices, 2014-24
                          • Figure 10: Total US sales and forecast of incontinence products, at current prices, 2014-24
                      • Market Breakdown

                        • The category is diversifying for different needs
                          • Figure 11: Multi-outlet sales of select adult incontinence products, by leading brands, rolling 52 weeks 2019
                        • Mass merchandisers dominate
                          • Figure 12: Total US retail sales of adult incontinence products, by channel, at current prices, 2017 and 2019
                      • Market Perspective

                        • Skincare, sleep and sexual health will provide domain expansion opportunities
                        • Market Factors

                          • American lifestyles contribute to bladder leakage
                              • Figure 13: Incontinence can be improved with lifestyle changes, by age, October 2019
                              • Figure 14: Obesity trends in the US, 2000 - 2016
                          • Key Players – What You Need to Know

                            • Light bladder leakage is still the key growth driver
                              • Tena products gain ground in the US
                                • Depend Flex-Fit continues its run
                                  • Incontinence goes natural
                                    • Poise Impressa sales slide
                                      • Multi-fluid products could be the future
                                        • The incontinence category develops a sport focus
                                          • Bladder fullness products could enhance discretion
                                          • Company and Brand Sales of Incontinence Products

                                            • Light bladder leakage is still the key growth driver
                                              • Figure 15: Multi-outlet sales of adult incontinence products, by leading companies and brands, rolling 52 weeks 2018 and 2019
                                              • Figure 16: Feminine hygiene products protect against bladder leakage – any agree, October 2019
                                          • What’s Working

                                            • Tena products gain ground in the US
                                              • Depend Flex-Fit continues its run
                                                • Better absorbent cores drive thinner products and reduce costs
                                                  • Incontinence goes natural
                                                  • What’s Struggling

                                                    • Poise Impressa sales slide
                                                      • Figure 17: Interest in implantable bladder devices, by 25-34 age group, August 2018 and October 2019
                                                  • What to Watch

                                                    • Multi-fluid products could be the future
                                                      • Figure 18: Interest in multi-fluid pads – any agree, by age, October 2019
                                                    • The incontinence category develops a sport focus
                                                      • Figure 19: Sports or strenuous activity as cause of incontinence, by age, October 2019
                                                    • Bladder fullness products could enhance discretion
                                                      • Kegel fitness devices could reduce reliance on absorbent products
                                                      • The Consumer – What You Need to Know

                                                        • Incidence of heavy incontinence increases
                                                          • Use of implantable bladder support devices grows
                                                            • Growing obesity makes weight-based incontinence more prevalent
                                                              • Childbirth is a key risk factor
                                                                • Exercise is healthy, but still causes bladder leakage
                                                                  • Online sales grow
                                                                    • More consumers perceive their incontinence as unmanageable
                                                                      • The industry is on the right track in addressing emotional issues
                                                                      • Incontinence Experience

                                                                        • The incidence of heavy incontinence increases
                                                                          • Figure 20: Incontinence experience, October 2019
                                                                        • Childbirth is a key risk factor
                                                                          • Figure 21: Incontinence Experience, by age of children, October 2019
                                                                      • Product Usage

                                                                        • Fewer consumers are using period products for incontinence
                                                                          • Figure 22: Use of period products vs incontinence products for bladder leakage, August 2018 and October 2019
                                                                        • Better male-specific products will drive growth
                                                                          • Figure 23: Incontinence products used, October 2019
                                                                        • Use of implantable bladder support devices grows
                                                                          • Figure 24: Usage of implantable bladder support devices, by age, October 2019
                                                                      • Causes of Incontinence

                                                                        • Age is the single biggest factor
                                                                          • Figure 25: Causes of incontinence, October 2019
                                                                        • Growing obesity makes weight-based incontinence more prevalent
                                                                          • Figure 26: Weight gain as a cause of incontinence, by age, October 2019
                                                                        • Exercise is healthy, but still causes bladder leakage
                                                                          • Figure 27: Sports as cause of incontinence, by age, October 2019
                                                                      • Purchase Locations

                                                                        • Online sales grow
                                                                          • Figure 28: Online purchases of incontinence products, August 2018 vs October 2019
                                                                        • Younger consumers are turning to ecommerce
                                                                          • Figure 29: Online purchase of incontinence products, by age, October 2019
                                                                        • Mass merchandisers and drug stores are still the dominant channels.
                                                                          • Figure 30: Purchase locations, October 2019
                                                                      • Attitudes toward Incontinence

                                                                        • More consumers perceive their incontinence as unmanageable
                                                                          • Figure 31: Lifestyle disruption from incontinence, August 2018 and October 2019
                                                                        • Younger consumers perceive a greater lifestyle disruption
                                                                          • Figure 32: Perception of the effect of incontinence on quality of life, by age, October 2019
                                                                        • Consider how young people with incontinence are viewed by their peers
                                                                          • Figure 33: Select attitudes toward incontinence – strongly agree, by age, October 2019
                                                                        • The industry is on the right track in addressing emotional issues
                                                                          • Figure 34: Attitudes toward incontinence products – Any agree/disagree, October 2019
                                                                        • Younger consumers are more open despite greater embarrassment
                                                                          • Figure 35: Open about bladder issues, by age, October 2019
                                                                      • Appendix – Data Sources and Abbreviations

                                                                        • Data sources
                                                                          • Sales data
                                                                            • Fan chart forecast
                                                                              • Consumer survey data
                                                                                • Abbreviations and terms
                                                                                  • Abbreviations
                                                                                    • Terms
                                                                                    • Appendix – The Market

                                                                                        • Figure 36: Total US retail sales and forecast of adult incontinence products, at inflation-adjusted prices, 2014-24
                                                                                    • Appendix – Retail Channels

                                                                                        • Figure 37: Total US retail sales of adult incontinence products, by channel, at current prices, 2014-19

                                                                                    This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

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