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US Incontinence Market Report

Key points included

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

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.

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Expert analysis from a specialist in the field

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

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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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

                                                                                    About the report

                                                                                    This report will give you a complete 360-degree view of your market. Not only is it rooted in robust proprietary and high-quality third-party data, but our industry experts put that data into context and you’ll quickly understand:

                                                                                    • The Consumer

                                                                                      What They Want. Why They Want It.

                                                                                    • The Competitors

                                                                                      Who’s Winning. How To Stay Ahead.

                                                                                    • The Market

                                                                                      Size, Segments, Shares And Forecasts: How It All Adds Up.

                                                                                    • The Innovations

                                                                                      New Ideas. New Products. New Potential.

                                                                                    • The Opportunities

                                                                                      Where The White Space Is. How To Make It Yours.

                                                                                    • The Trends

                                                                                      What’s Shaping Demand – Today And Tomorrow.

                                                                                    Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

                                                                                    Description