Svetlana Uduslivaia, Euromonitor International03.09.15
Over the past decade, adult incontinence has been the hygiene industry’s shining star. In 2014, retail sales of incontinence products registered growth close to 8% in volume terms and 6% in constant value (U.S. dollars 2014 fixed exchange rate), to exceed $7 billion. This pace of growth is double of that shown by the overall retail hygiene globally over the past decade (see chart below).
While the aging population remains the key driver of growth in the developed countries, emerging markets benefit from growing acceptance and understanding of incontinence, increasing the awareness of available products and their increased affordability.
Star performers and strategies for growth
In volume and value terms, the U.S. and Japan remain the world’s largest markets for adult incontinence, accounting for a combined 53% share of global incontinence volume and 46% of global value (U.S. dollars constan
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