Siana Jannesari, tissue and hygiene analyst at Euromonitor International, comments, “The past few years have seen more targeted advertising to younger consumers, and messaging that shows how those of all ages can suffer from incontinence. Manufacturers have also increased investment in product development, offering products that are thinner and more discreet. Offerings that are more stylish and appear less medical have helped normalise the category.”
According to the report:
- Moderate/heavy adult incontinence dominates in market size: Sales of moderate/heavy adult incontinence accounted for 58% of total category sales in the U.S. in 2017, and 62% in Canada. Though this is a larger segment of the market, it continues to grow.
- Demographics and lifestyle trends: The U.S. and Canada are both witnessing the population age at a relatively rapid pace. While the overall population in North America recorded a CAGR of less than 1% over 2012-2017, the population aged 65 and older grew at a rate in excess of 3% over the same period.
- E-commerce growing rapidly in both the U.S. and Canada: Internet retailing saw the fastest growth in sales of adult incontinence in North America over 2012-2017. As a higher share of sales in adult incontinence migrate to online channels, there is a chance that this could negatively impact value sales, as online shopping allows easier price comparison, and many online purchases are made via wholesalers offering low-priced options to purchase in bulk.
- Private label poised to grow in consolidated market: Despite the slight decline in private label share over the years, this is poised for future growth. Though private label historically competed on price, many private label brands have made significant improvements to quality in recent years, particularly in terms of thinness, comfort and absorbency.