Incontinence - US - December 2019
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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
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