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Adult Incontinence: Catering To A New Crowd



new products help sufferers enjoy active lifestyles



By Karen McIntyre
Editor




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Experts estimate that as many as 33 million men and women suffer from an overactive bladder and 12.2 million of these people have urniary incontinence problems. With the aging population growing, it is expected the the number of incontinence suffers will continue to grow, making adult incontinence one of the brightest spots of the disposable hygiene markets, posting growth considerably above disposable baby diapers or feminine hygiene products.

According to experts, the growth of incontinence—both in the U.S. and globally—is being driven by changing demographics. “Due to improvements in medical care, diet and lifestyle, people are living much longer and are expecting to enjoy a good quality of life to a much older age,” said Magdalena Kondej, reserach manager for Euromonitor International. “Average life expectancy in the U.s., although not the highest globally, recently reached a record high of 78 years.”

With the baby boomer generation, those born between 1946 and 1964, heading toward retirement age, the U.S. population over 60 is expected to grow by 30% in the next few years, making it undeniably the largest segment of the U.S. population.”

This continuing rise in life expectancy will prolong the use of incontinence products, so engaging consumers and promoting brand loyalty should yield lengthy rewards. As the population ages, the stigma surrounding adult incontinence products is lessening. “This normalization should encourage consumers to enter the category and will be aided by products becoming increasingly available through supermarkets as well as pharmacies,” Ms. Kondej said.