Retail adult incontinence maintained healthy value and volume sales in Singapore in 2024, thanks to a confluence of supporting factors. Singapore has a growing senior population, reimbursement options for adult incontinence are not available in the country, thus making retail the only option, and consumers are increasingly demanding of enhanced functionality and reliability, helping to support sales of higher-end products.

Despite a bleak economic picture, retail adult incontinence registered healthy current value and volume growth in Ecuador in 2024. An ageing population drove this growth. In addition, increasing awareness of retail adult incontinence products and a dispelling of taboos around incontinence also drove this growth. Moderate/heavy adult incontinence continued to account for most value sales, as when consumers do buy incontinence pads, there is generally an urgent need, and as such greater absorption

Retail adult incontinence sales in Estonia recorded further growth in 2024, driven by an ageing population and greater product awareness. More older adults are using these products on a daily basis and, as the stigma around incontinence fades, people are more comfortable buying them. Education on incontinence care has also improved, encouraging more people to seek reliable solutions. In addition, manufacturers are making products more discreet, comfortable, and skin-friendly, which has boosted d

Retail adult incontinence in Lithuania reported marginal growth in 2024 following several years of deep decline in volume and value terms. The retail market has been unable to compete with the dramatic expansion of Rx sales in Lithuania, which receives state support. Nonetheless, the year 2024 posted good results in comparison to the collapse in 2023 when retail sales lost significant volumes due to the expansion of Rx supply. Volume and value sales of retail adult incontinence have contracted b

The rate of growth in current value sales of retail adult incontinence remained vigorous in 2024, accelerating slightly, albeit from a fairly low base. The ongoing expansion in the number of consumers aged 65 and over remained the main driver. However, sales of adult incontinence products via Rx are almost as large as retail value sales of these products in Latvia.

In 2024, retail adult incontinence witnessed strong growth volume and value growth in Austria. Longer life expectancy and improved health care means there are more elderly individuals who require incontinence products for extended periods. Light adult incontinence was the largest category within retail adult incontinence in 2024. More active older consumers seek these discreet, comfortable, and highly absorbent products and look for premium solutions for both light adult incontinence due to urin

Retail adult incontinence in Brazil continued to grow in both retail volume and current value terms in 2024, although the pace of growth slowed. Both light and moderate/heavy incontinence saw growth, although the latter continued to account for the highest sales. The category remains highly competitive, with players such as Kimberly-Clark, Essity, CCM, Ontex, Drylock, and others launching new products. The increased supply and competition were particularly evident in the adult pants segment, whi

Retail adult incontinence in South Africa continued to display double-digit current value growth in 2024, although some of this growth can be attributed to the early inflationary pressures experienced in the first half of the year. Nevertheless, overall demand also continued to rise, driven by an ageing population and increasing awareness around the use of adult incontinence products in the country. Through various campaigns, the stigma surrounding adult incontinence is slowly being eroded in So

Retail adult incontinence in the UK continued to record strong growth rates in 2024, driven by demographic trends. As the local population is ageing, the occurrence of incontinence is increasing and therefore the demand for accessible products offering protection is growing. However, age is not the only factor supporting demand, as obesity is also a strong growth driver. With obesity increasing globally, including in the UK, the need for retail adult incontinence is growing, as those with signif

With pricing pressures still elevated despite a sustained drop in inflation, retail adult incontinence in Algeria showed a modestly improved performance in current value growth terms in 2024. Conversely, volume growth was slightly slower than in 2023 as the rising cost of living continued to stretch household budgets. However, the extent to which demand was subdued by the erosion of purchasing power was mitigated by the tendency of people who suffer from incontinence to consider these products n

Retail adult incontinence in Chile recorded organic growth in 2024, albeit with marginally less dynamism in value terms than the previous year due to promotional activity. There has been an increase in consumer penetration driven by an ageing population, particularly in Chile, which has the highest ageing rate in the region. The population pyramid is inverting in the country, with a growing number of older adults relative to birth rates. This has fuelled overall growth for retail adult incontine

Retail adult incontinence products in Tunisia experienced strong volume growth in 2024, driven by an ageing population and increased awareness of the availability of such products. Many doctors have discussed the benefits of these products on television shows, explaining how they help sufferers throughout the day. In addition, these products are now widely available in supermarkets and hypermarkets, making them more accessible for consumers.

Retail adult incontinence maintained strong volume and current value growth rates in Mexico in 2024. This increase was largely influenced by demographic changes in Mexico, where the population is ageing, and the number of people aged 65+ has been gradually rising. With incontinence being more prevalent amongst the older age group, this has led to higher demand for incontinence products. In addition, there has been a notable reduction in the taboos surrounding the use of these products, further d

In 2024, retail adult incontinence in South Korea saw double-digit increases in both retail volume and current value sales. By the end of 2024, the proportion of the population aged 65+ surpassed 20%, marking Korea’s entry into a super-aged society. According to the United Nations (UN), a country is considered an “ageing” society when 7% of its population is 65+, an “aged” society when it exceeds 14%, and a “super-aged” society when it exceeds 20%. The percentage of people aged 65+ has been stea

Retail value sales of adult incontinence products increased notably in 2024. Moderate/heavy adult incontinence remained the largest category, driven by Switzerland’s ageing population and longer life expectancy. As more elderly individuals live independently and remain active, demand for discreet, comfortable, and highly absorbent products has grown. At the same time, light adult incontinence was the most dynamic category, with sales rising at a double-digit rate. Increased awareness of incontin

North Macedonia’s ageing population was a significant contributing factor to the growth of retail adult incontinence in current value terms in 2024. The category is experiencing increased consumer demand, driven by improved living standards and a growing interest in adult incontinence products that meet the hygiene and safety needs of older consumers and those with specific health conditions. This, combined with high inflation, enabled retail adult incontinence to register robust growth in 2024

In 2024, retail adult incontinence in Slovenia continued to witness healthy retail current value growth, albeit supported by inflationary pressure on prices. Meanwhile, retail volume sales rose only marginally at the end of the review period. Nonethless, the ageing population trend in Slovenia amid demographic shifts, rising hygiene awareness and concerns and improved quality of life were drivers of demand in 2024. Incontinence is a growing concern among older adults and they have increased thei

Retail adult incontinence experienced moderate value growth, driven by the country's ageing population and increased public awareness of available products. Both factors have expanded the consumer base for adult incontinence solutions. Simultaneously, rising awareness and familiarity with these products has helped to reduce the stigma surrounding them. Brands have also worked on emphasising discretion and comfort, further encouraging consumer adoption.

Retail adult incontinence maintained current value growth in Japan in 2024, although volume sales saw a marginal decline. However, decline was driven purely by light adult incontinence, as moderate/heavy adult incontinence saw solid growth, and remained the leading category in terms of sales. Japan is experiencing one of the highest rates of ageing globally. According to Euromonitor’s Consumers data, the proportion of the population aged 65 and over was less than 20% in 2004, but by 2024 it surp

Retail adult incontinence maintained dynamic volume and current value growth in India in 2024, with increases for both light and moderate/heavy adult incontinence. The category is being influenced by a combination of demographic trends, evolving perceptions, and innovations in product design. A major factor contributing to the increase in sales is the country’s ageing population. In addition, improvements in healthcare have resulted in longer life expectancy, further fuelling demand for adult in

Retail adult incontinence in China saw current value decline in 2024, although retail volume sales continued to rise. Nevertheless, volume growth was far slower than seen at the beginning of the review period, despite the strong rise in the population aged 65+, who are the main users of these products. This can be attributed to sluggish economic recovery in China in the post-pandemic era, which increased uncertainty amongst consumers and prompted a more pragmatic and cautious approach to everyda

Sales of retail adult incontinence in Australia continued to rise in 2024, supported by greater awareness of incontinence issues in the country. The publication of the report “Economic Cost of Incontinence in Australia”, commissioned by Continence Foundation in Australia in June 2024, highlighted certain aspects of the condition to society that are rarely openly discussed. As some key aspects of the report indicate, over 7.2 million Australians suffer from incontinence, or one in three persons o

Retail adult incontinence in Kazakhstan performed positively in 2024, with volume and current value growth rates surpassing those recorded in 2023. This improvement was partly explained by an uptick in purchasing power as cost-of-living pressures eased in line with falling inflation. However, buoyant demand continued to be underpinned by the fact that incontinence problems are becoming more prevalent in the country due to population ageing. At the same time, rising health-consciousness and the g

Retail adult incontinence saw robust value sales in Turkey in 2024, with volume sales growth significantly smaller in low single-digit figures, although remaining positive. This is attributed to the high inflation affecting prices, as seen across categories in tissue and hygiene overall. Light adult incontinence is performing better than moderate/heavy adult incontinence in both value and volume terms, however, moderate/heavy adult incontinence is a larger category in terms of volume and value s