Description

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

The percentage of Americans who are incontinent is growing. 40% report some level of bladder leakage in 2020 compared to 36% in 2019. The aging population, especially women reaching menopause, is a major reason; however, Mintel has observed growth in the percentage of younger consumers with incontinence due to growing risk factors like weight gain and stress. With this younger consumer base comes a call for more eco-friendly products to mimic what these consumers have purchased in the sanitary protection and babycare categories.

Read on to discover more details or take a look at all of our U.S Health and Wellbeing market research.

Quickly understand

  • The impact of COVID-19 on consumer behavior and the adult incontinence market.
  • Market share and competitive developments.
  • Opportunities for senior focused ecommerce.
  • Opportunities for natural incontinence products.
  • Product innovation.
  • Consumer attitudes and behaviors.

Covered in this report

Products included: This Report includes products to manage adult incontinence, including the following: Absorbent pads, liners, underwear, briefs, men’s shields/guards, implantable bladder support devices and bed underpads.

Brands featured: Poise, Always, Depend, Tena, Rael, L. and more.

Expert analysis from a specialist in the field

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

Incontinence is in part an age-related disorder and so an older population means a bigger market. But younger consumers report both increased instances and severity of incontinence. This, along with a consumer shift from menstrual products to proper incontinence products for light bladder leakage, is growing the category. As this happens, there will be a need to make the category more eco-friendly, convenient and discreet. Multi-fluid products that are suitable for menstruation and bladder leakage are one way that the industry is delivering on this need, but consumers accustomed to natural period products and baby diapers are also calling on the industry to narrow the supply/demand gap for natural incontinence products.

Jamie Rosenberg
Senior Global Analyst, Household & Personal Care

Table of Contents

  1. Overview

    • What you need to know
    • Key issues covered in this Report
    • Definition
    • COVID-19: Market context
  2. Executive Summary

    • Top takeaways
    • Market overview
    • Impact of COVID-19 on the adult incontinence category
      • Figure 1: Short-, medium- and long-term impact of COVID-19 on absorbent hygiene and incontinence, February 2021
    • Opportunities and Challenges
    • Reframe product access as a right
    • Meet the demand for natural products
    • Rethink consumer segmentation strategies
    • Become a true wellness partner
  3. The Market – Key Takeaways

    • Product switching will drive robust growth
    • Impact of COVID-19 on the adult incontinence category
    • Obesity is a growing risk factor
    • Natural menstrual products will drive demand for sustainable incontinence products
    • Senior-focused ecommerce is an underleveraged opportunity
  4. Market Size and Forecast

    • Product switching will drive robust growth
      • Figure 2: Total US sales and fan chart forecast of incontinence, at current prices, 2015-25
      • Figure 3: Total US sales and forecast of incontinence, at current prices, 2015-25
    • Impact of COVID-19 on the adult incontinence category
      • Figure 4: Short-, medium- and long-term impact of COVID-19 on absorbent hygiene and incontinence, February 2021
    • Lockdown
    • Re-emergence
    • Recovery
  5. Market Factors

    • Society will grapple with incontinence product affordability
      • Figure 5: Seniors at 125% of poverty rate or below, 2000 – 2019
    • Obesity is a growing risk factor
      • Figure 6: Rates of obesity and severe obesity, 1999-2018
      • Figure 7: Causes of incontinence, consumers aged 18-34 vs total population, November 2020
    • High unemployment is reducing category spend
      • Figure 8: US unemployment rate and underemployment rate, Jan 2019-Sept 2020
  6. Market Opportunities

    • Natural menstrual products will drive demand for sustainable incontinence products
    • Senior-focused ecommerce is an underleveraged opportunity
  7. Companies and Brands – Key Takeaways

    • Always growth slows, but still outperforms the market
    • Multi-fluid landscape continues to expand
    • Reusable products continue to gain appeal with young consumers
    • Senior-focused ecommerce fills an unmet need during the pandemic
    • L. expands into incontinence
    • Brands will face a growing identity crisis
  8. Market Share

    • Always growth slows, but still outperforms the market
      • Figure 9: Sales of incontinence products, by company, 2019 and 2020
  9. Competitive Strategies

    • Multi-fluid landscape continues to expand
      • Figure 10: Multi-fluid products from First Quality and Essity
      • Figure 11: Use period products vs incontinence products for bladder leakage, by age, November 2020
    • Reusable products continue to gain appeal with young consumers
      • Figure 12: Use of reusable incontinence briefs, by age, November 2020
      • Figure 13: Rael Organic Cotton Reusable Incontinence Pads
    • Senior-focused ecommerce fills an unmet need during the pandemic
      • Figure 14: Online purchases of incontinence products, by age, November 2020
    • Domtar sells its consumer product business unit
    • L. expands into incontinence
      • Figure 15: L. Life Proof Pads for Bladder Support
      • Figure 16: Prefer natural incontinence products, November 2020
      • Figure 17: Brands should offer more sustainable incontinence products, by age, November 2020
    • Brands will face a growing identity crisis
      • Figure 18: Packaging from top incontinence brands showing overlapping consumer personas
  10. The Consumer – Key Takeaways

    • Incidence of incontinence grows
    • Help the young avoid incontinence
    • Consumers are diversifying their shopping channels
    • Product access is considered a right
    • Interest in implantable, preventative devices is high
  11. Incontinence Experience

    • Prepare for a more incontinent society
      • Figure 19: Type of incontinence, October 2019 vs. November 2020
    • Strengthen marketing support for Black consumers
      • Figure 20: Type of incontinence, by race, November 2020
  12. Product Usage

    • Reusable briefs have a strong selling proposition
      • Figure 21: Use of select incontinence underwear and implantable bladder support devices, November 2020
    • Younger consumers will drive a shift to reusable products
      • Figure 22: Purchase of reusable incontinence products, by age, November 2020
    • Use of menstrual products for incontinence, while still high, is declining
      • Figure 23: Use menstrual products for incontinence, 2018-20
  13. Causes of Incontinence

    • The obesity epidemic is shifting the age demographics of incontinence.
      • Figure 24: Causes of incontinence, November 2020
    • There is opportunity in helping the young avoid incontinence
      • Figure 25: Weight vs weak bladder muscles as primary causes of incontinence, by age, November 2020
  14. Purchase Locations

    • Consumers are diversifying their shopping channels
      • Figure 26: Purchase locations for incontinence products, November 2020
      • Figure 27: Use of ecommerce for incontinent product shopping, October 2019 vs November 2020
    • Motivate older consumers to shop online
      • Figure 28: Buy incontinence products online, by age, November 2020
      • Figure 29: Shopping more online during the pandemic, by age, November 2020
  15. Impact on Lifestyle

    • Most consumers believe their incontinence is under control
      • Figure 30: Impact of incontinence on lifestyle, November 2020
    • Young consumers are most likely to report a severe lifestyle impact
      • Figure 31: Impact of incontinence on lifestyle, by age and gender, November 2020
      • Figure 32: Heavy incontinence is preventing an active life, by age and gender, November 2020
  16. Attitudes toward Incontinence

    • Consumers see product access as a right
      • Figure 33: Attitudes towards incontinence products, November 2020
    • Improve the pessary
      • Figure 34: Would try and implantable bladder support products, by age, November 2020
  17. Appendix – Data Sources and Abbreviations

    • Data sources
    • Sales data
    • Forecast
    • Consumer survey data
    • Abbreviations and terms
    • Abbreviations
  18. Appendix – The Market

      • Figure 35: Total US retail sales and forecast of incontinence products, at inflation-adjusted prices, 2015-25
      • Figure 36: Total US retail sales of incontinence products, by channel, at current prices, 2015-20

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