Karen McIntyre, Editor03.02.18
Growth, and the potential to sustain this growth over a long period of time, has made the adult incontinence market a popular one for consumer goods manufacturers looking to gain new customers. With new customers aging into the market daily, these companies are developing technologies and products to meet the many types of incontinence and the different types of sufferers.
“Overall, global unmet potential for adult incontinence in retail alone is estimated to be well over eight billion units, much higher if we are to consider further opportunities in institutional spaces, especially in developing markets with improving healthcare systems,” says Svetlana Uduslivaia, research manager for Euromonitor International.
This potential encouraged Procter & Gamble (P&G) to re-enter the market in 2014 after more than a decade away. Since then, the company’s Always Discreet brand has continued to gain marketshare with sales growing 20% in 2017, according to IRI, a Chicago, IL-based research firm. However, Kimberly-Clark (
“Overall, global unmet potential for adult incontinence in retail alone is estimated to be well over eight billion units, much higher if we are to consider further opportunities in institutional spaces, especially in developing markets with improving healthcare systems,” says Svetlana Uduslivaia, research manager for Euromonitor International.
This potential encouraged Procter & Gamble (P&G) to re-enter the market in 2014 after more than a decade away. Since then, the company’s Always Discreet brand has continued to gain marketshare with sales growing 20% in 2017, according to IRI, a Chicago, IL-based research firm. However, Kimberly-Clark (
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