Adult Incontinence Market: New players and product formats are intensifying competition in the market

Svetlana Uduslivaia, Regional Director of Research for the Americas at Euromonitor International, said growth trends in the adult incontinence market remain positive, with all regions of the world seeing significant opportunities in this area.  "The aging trend is clearly driving demand further, but it's also driving innovation: innovation in product forms for women and men."  She said.  

She added that, especially in developing regions, an increase in product offerings, including affordable solutions, increased retail channels, and increased awareness and understanding of incontinence, are continuing to support the growth of the adult incontinence market in these regions.  

Euromonitor expects this positive growth to continue over the next five years, with the adult incontinence market projected to reach $14 billion in retail sales by 2025.  

Mintel senior global analyst Jamie Rosenberg says another important growth driver for the adult incontinence market is that the percentage of women using menstrual products to deal with incontinence is declining year on year.  

"We found that 38% of people used feminine care products to deal with incontinence in 2018, 35% in 2019, and 33% as of November 2020," he explained. "This is still a high percentage, but it demonstrates the efforts the category is making to reduce stigma."  

For years, brands and manufacturers of adult incontinence products have not only actively communicated with consumers to educate them about the right products to deal with incontinence, but have also worked to reduce the stigma of incontinence.  

Kimberly-Clark, which owns Poise and Depend, has focused on helping consumers continue their active lifestyles through its products.  Kubica Guevara, Kimberly-Clark Global Brand Director for Adult and Feminine Care, said, "Raising awareness of incontinence and through dialogue, consumers are empowered to find solutions that help them live more confidently."  

"Overall, our adult care brand is committed to helping remove the stigma of incontinence products and break down barriers to conversation," Guevara said. "Knowledge is a powerful tool, and we will continue to introduce initiatives and programs to help consumers better navigate and manage incontinence issues."  

NorthShore Care Supply, a direct-to-consumer brand of absorbent adult diapers and incontinence products, has introduced three underpants incontinence products in a variety of colors and print designs to complement the fashion world of adult diapers, said Adam Greenberg, founder, and president of NorthShore Care Supply.  "People of all ages report to us that if adult incontinence products are only white or similar in appearance to medical products, it only increases their anxiety and depression about needing to use these products.  It's very uplifting for many people to have adult nappies that are colorful, fun to look at, and match their personality."  

He added that consumers reported that wearing colored underpants-style products under items such as jeans or leggings gave them the confidence to discuss their incontinence with family members and healthcare professionals in a more positive way, thereby reducing the shame they felt about their incontinence.  

In November 2020, NorthShore introduced pink, blue, and white for its best-selling MegaMax underpants incontinence line.  MegaMax provides up to 12 hours of protection to help users deal with severe bladder incontinence or fecal incontinence.  

Greenberg explained that products like MegaMax fill a gap left by other brands moving to thinner, more breathable products.  "We have seen an outcry from people with severe incontinence problems who are desperate for products that can provide protection around the clock or overnight.  The MegaMax range includes many features that other brands abandoned years ago, providing up to 12 hours of protection without the risk of leaks, odors, or sagging.  MegaMax is particularly popular with millennials who suffer from severe incontinence but want to live an active life without restrictions."  

New entrants to the market are not the only ones launching innovative products.  First Quality Products has launched Incognito by Prevail, a three-in-one women's pad that incorporates multi-fluid technology to provide protection and support for women with bladder leakage.  

Studies show it takes up to six years for women to discuss bladder changes with their doctors.  Prevail customers can access eNurse 24/7 to obtain confidential answers to their questions.  

"A woman's body goes through various changes between pregnancy and menopause," said Michele Mongillo, Global clinical Director of First Quality. "The bladder can be affected by these changes, allowing women to perceive an increase in urine leakage.  Our eNurse team has the experience and privacy to help women through this time of change."  

Incognito three-in-one pads protect against bladder leakage, menstrual leakage, and routine fecal matter.  They have a super absorbent core that locks in moisture better than standard feminine pads while removing odors.  All Incognito products are 100% breathable, hypoallergenic, and free of dyes and irritants.  

The line consists of five products: pads for everyday wear, three ultrathin pads for more active situations, and a maternity pad for immediate postpartum use that can also address overnight needs.  

"Our goal is to combine the best core innovations to provide multi-fluid protection while maximizing user freedom of movement by providing odor protection and comfort," said Stephanie Bodle, Prevail Brand Manager.  All of this, along with 24/7 clinical support, means giving women the care they need to feel confident and ready."  

In terms of reusability, Sweden's Essity has launched a new line of absorbent washable underpants incontinence products in its incontinence and women's care products category, offering up to eight hours of invisible protection, giving users a more sustainable option than disposable protection.  

In Essity's incontinence products category, Tena Silhouette washable absorbent underwear is designed for women with mild incontinence and a strong sense of fitness.  Meanwhile, in the women's care category, Essity has launched panty lines called Libresse, Bodyform, and Nana.  These products have different styles and different types of lace.  

"Essity has been at the forefront of sustainable innovation and is able to respond quickly to the changing needs of consumers.  So we're very excited about our latest innovation -- the introduction of absorbent washable underwear incontinence.  These products take wearing comfort to a new level and demonstrate our commitment to sustainability by providing our consumers with sustainable, reusable solutions."  "Said Tuomas Yrjola, president of a global brand, innovation, and sustainability at Essity.  These products have been launched in Latin America and will continue to be available in selected stores in other markets and online.  

In the United States, Kimberly-Clark unveiled new and improved Silhouette Underwear for women and Depend Real Fit for men to better meet the unique needs of consumers.  

Silhouette products Depend Silhouette uses advanced shaping technology to provide the smoothest and softest fabrics to date, featuring two color collections (including Classics featuring black and pink and Expressions featuring lavender, berry, and turquoise),  Sizes range from small to extra-large.  The brand also revamped the Depend Real Fit men's collection with the softest, smoothest fabric available in two sizes and two colors (grey and black), small/medium and large/extra large.  

We also see growth potential for sustainable incontinence products in the future.  The world as a whole is moving or will soon be moving in this direction. The biggest driver is a real innovation in products and materials, and thankfully there is a growing awareness that everyone needs to minimize our environmental footprint.  Women are also more aware than ever that what they wear matters.  People have seen this for years - non-toxic, body - and planet-friendly products are the future.  Over time, the same thing will happen in the field of adult incontinence.  

Mintel's Rosenberg says the base of natural adult incontinence products is very small.  Today, only a few natural feminine hygiene brands have expanded to include pads for mild bladder leaks.  "However, we believe this trend will begin to accelerate," he continued. "The demographic bubble in middle-aged women is increasing the demand for products to deal with bladder leakage problems.  And more and more consumers who have access to natural menstrual products are finding an unmet need for natural incontinence products."