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US Incontinence Market Report

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Incontinence market, and the behaviours, preferences and habits of the consumer.

Mintel has the answers you’re looking for

What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Covered in this report

This report includes products to manage adult incontinence, including the following:

  • Absorbent pads
  • Liners
  • Underwear
  • Briefs
  • Men’s shields/guards
  • Implantable bladder support devices
  • Ned underpads

Excluded: OTC (over-the-counter) and prescription medications for adult incontinence

What you need to know

Although the absorbent hygiene market is otherwise flat, the outlook for adult incontinence products portends robust growth. While much of this growth is driven by an aging population, nearly half of women aged 18-54 are using period products for bladder leakage. As such, transitioning these consumers to the right products for their condition would dramatically increase the size of the market. Looking ahead, preventing bladder leakage will represent an important secondary market that will provide both threats and opportunities for existing incontinence brands.

Expert analysis from a specialist in the field

Written by Jamie Rosenberg, a leading analyst in the Household & Personal Care sector, his extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

The incontinence category will be the US absorbent hygiene industry’s salvation, as it is the only sector with favorable demographics. An aging population and growing risk factors among younger consumers will deliver $579.1 million in new sales through 2023 (see Market Size and Forecast). Perhaps the single biggest growth driver is that period products are still the key means of managing light bladder leakage. Over time, the category will benefit as more women switch to incontinence products. Jamie Rosenberg
Senior Global Analyst, Household & Personal Care

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • Overview
          • 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
            • 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
                • Figure 3: Use of menstrual products for incontinence, by age, August 2018
              • Focus on prevention
                • Figure 4: Interest in bladder support products (any agree) vs actual usage, by age, August 2018
              • Find new ways to talk to men
                • Figure 5: Men with prostate-related incontinence, August 2018
              • What it means
              • The Market – What You Need to Know

                • 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

                        • A market with strong growth prospects
                          • 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

                        • Period products are the primary means of managing incontinence
                          • Figure 8: Use of menstrual products for incontinence, by age, August 2018
                      • Market Factors

                        • Many seniors can’t afford incontinence products
                            • Figure 9: Median household income, by age of householder, 2016
                          • Risk factors are growing among young women
                            • Figure 10: Prevalence of obesity among US adults aged 20 and over, 2000-17
                        • Key Players – What You Need to Know

                          • 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

                                      • Light incontinence products are driving growth
                                        • Figure 11: Multi-outlet sales of adult incontinence products, by leading companies, rolling 52 weeks 2017 and 2018
                                    • What’s Working?

                                      • Always Discreet is growing the market
                                          • 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
                                          • Figure 13: Select purchase behaviors for incontinence underwear/briefs, August 2018
                                        • Consumers are rewarding better fit
                                          • Figure 14: Multi-outlet sales of Depend products, rolling 52 weeks 2017 and 2018
                                        • Focus on caregivers and heavy incontinence sufferers
                                        • What’s Struggling?

                                          • Poise is losing sales
                                            • Poise Impressa is also under stress
                                              • Small brands struggle as market share consolidates
                                              • What’s Next?

                                                • A growing focus on prevention
                                                  • Drugs will compete with absorbent products
                                                  • The Consumer – What You Need to Know

                                                    • 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

                                                                • Light bladder leakage is the most common ailment
                                                                  • Figure 15: Incontinence experience, August 2018
                                                                • Incontinence is not strictly a problem for the elderly
                                                                  • Figure 16: Light bladder leakage, by age, August 2018
                                                              • Product Usage

                                                                • Menstrual products are still the dominant incontinence solution
                                                                  • Figure 17: Incontinence product usage, August 2018
                                                                • Younger women most likely to use menstrual products for incontinence
                                                                  • Figure 18: Use of menstrual products for incontinence, by age, August 2018
                                                                  • Figure 19: Agree that feminine hygiene products protect against bladder leakage, by age, August 2018
                                                              • Causes of Incontinence

                                                                • Pregnancy is the biggest non-age-related cause
                                                                  • Figure 20: Causes of incontinence, August 2018
                                                                • Prostate issues are a cause of incontinence for many men
                                                                  • Figure 21: Causes of incontinence, by male and age, August 2018
                                                                  • Figure 22: Concern that bladder issues will reduce independence – Any agree, by gender, August 2018
                                                              • Purchase Behaviors

                                                                • Heavy incontinence products have the strongest private label and online presence
                                                                  • Figure 23: Select purchase behaviors, by product type, august 2018
                                                                  • Figure 24: Correspondence analysis – Principal map – Purchase behaviors, August 2018
                                                                • Methodology
                                                                  • Elderly incontinence consumers need more affordable options
                                                                    • Figure 25: Purchase behaviors for incontinence products – Any product (net), August 2018
                                                                • Attitudes toward Incontinence

                                                                  • Incontinence is embarrassing
                                                                    • Figure 26: Attitudes toward incontinence products – Any agree/disagree, August 2018
                                                                  • Incontinence is most embarrassing for younger consumers
                                                                    • Figure 27: Incontinence products are embarrassing to shop for – Any agree, by age, August 2018
                                                                  • The majority say incontinence is manageable
                                                                    • Figure 28: Impact of bladder issues on lifestyle, August 2018
                                                                  • Younger consumers most likely to be disrupted by incontinence
                                                                    • Figure 29: Impact of bladder issues on lifestyle, by age, August 2018
                                                                    • 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
                                                                    • Figure 31: Concern about losing their independence from incontinence – Any agree, by age, August 2018
                                                                  • More consumers are interested in pessaries than use them
                                                                    • Figure 32: Would try implantable device – Any agree/disagree, by age, August 2018
                                                                • Appendix – Data Sources and Abbreviations

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

                                                                                • 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
                                                                                • Figure 35: Shopping behaviors, August 2018