Incontinence – US – December 2019
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Description
“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
Table of Contents
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Overview
- What you need to know
- Definition
- What you need to know
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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
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- 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
- Market overview
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The Market – What You Need to Know
- Strong growth prospects ahead
- The category is diversifying for different needs
- American lifestyles contribute to bladder leakage
- Strong growth prospects ahead
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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
- Strong growth prospects ahead
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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
- The category is diversifying for different needs
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Market Perspective
- Skincare, sleep and sexual health will provide domain expansion opportunities
- Skincare, sleep and sexual health will provide domain expansion opportunities
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Market Factors
- American lifestyles contribute to bladder leakage
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- Figure 13: Incontinence can be improved with lifestyle changes, by age, October 2019
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- Figure 14: Obesity trends in the US, 2000 – 2016
- American lifestyles contribute to bladder leakage
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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
- Light bladder leakage is still the key growth driver
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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
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- Figure 16: Feminine hygiene products protect against bladder leakage – any agree, October 2019
- Light bladder leakage is still the key growth driver
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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
- Tena products gain ground in the US
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What’s Struggling
- Poise Impressa sales slide
- Figure 17: Interest in implantable bladder devices, by 25-34 age group, August 2018 and October 2019
- Poise Impressa sales slide
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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
- Multi-fluid products could be the future
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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
- Incidence of heavy incontinence increases
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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
- The incidence of heavy incontinence increases
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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
- Fewer consumers are using period products for incontinence
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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
- Age is the single biggest factor
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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
- Online sales grow
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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
- More consumers perceive their incontinence as unmanageable
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Appendix – Data Sources and Abbreviations
- Data sources
- Sales data
- Fan chart forecast
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
- Data sources
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Appendix – The Market
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- Figure 36: Total US retail sales and forecast of adult incontinence products, at inflation-adjusted prices, 2014-24
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Appendix – Retail Channels
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- Figure 37: Total US retail sales of adult incontinence products, by channel, at current prices, 2014-19
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