The global performance of adult incontinence is increasingly shaped by lifestyle trends and socioeconomic shifts beyond ageing, with an expanding consumer base hungry for a more diverse range of products and services to cater to individual needs. This report aims to inform the next strategic move by exploring influential shapers and potential growth white space through the lenses of macro climate, consumer attitudes and behaviours, the latest innovations, as well as key disruptive undertows.
This report comes in PPT.
Though ageing remains the fundamental driver of adult incontinence across markets, growing awareness, less stigmatisation, healthy and active living trends, and rising incomes are motivating long-term growth and stimulating innovation, driving efficacy- and dignity-assuring formats such as pull-ons and multitaskers.
Underscoring adult incontinence’s growth is also its expanding customer base, particularly the younger and lower-income cohorts. A larger pool of potential users has heightened demand for offerings, and pricing and communications that are further refined to reflect the wide spectrum of needs, routines and values, creating opportunities for portfolio diversification.
Portfolio diversification, along with the rise of holistic care concepts, is boosting demand for personalisation, as consumers take further ownership of their wellbeing and shopping journey. Digital technologies, such as direct-to-consumer retailing and smart wearables for symptom tracking, further widen the approach to personalised incontinence management.
Incontinence’s growth does not come without challenges, with alternative formats, such as reusables, sanitary protection products and devices pre-empting leakage creating headwinds, given their cost efficiency and sustainable advantages. These disruptive forces require disposable players to reflect on their pricing and sustainability strategies.
While efficacy remains top of mind for both incontinence sufferers and industry players, the broad-based push for sustainability has increasingly seeped into all aspects of the incontinence supply chain, from plant-based sourcing to low-carbon manufacturing and end-of-life recycling.
This is the aggregation of retail and away-from home tissue and disposable hygiene products as well as Rx/reimbursement adult incontinence.
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