Report Published: "Incontinence in Morocco"

From: Fast Market Research, Inc.
Published: Wed Jun 11 2014

Incontinence sales increased by 5% in current value in 2013. The ageing population trend was the most import growth driver. The population aged 65+ increased by 4% to reach 32 million, accounting for a 25% share of the total population in the country. 2013 marked the third year of the baby boomer generation (people born in 1946-1949); this added further momentum to the ageing population trend. The category is also benefiting from legislation issues, where the Japan government implemented healthcare reform in April 2012 that made it easier for people to receive at-home treatment versus at institutions; this has led to a larger demand for incontinence purchases through retail channels.

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Competitive Landscape

Unicharm Corp dominated the incontinence market in Japan in 2013, with a 50% retail value share. As one of the first manufacturers to offer incontinence products, the company has a strong, longstanding reputation with its core brand, Lifree. The company's product line-ups in incontinence range from ultra-absorbent pads to pants. The new product launches in 2013 focused on pads with improved absorbent power, which can be used together with pants, helping consumers to purchase pants in the same brand in the long run. This strategy also helped the company to acquire new consumers who are hesitant in purchasing pants with their stereotype that pants are for people who need nursing care. Their large-scale TV advertisement with the use of local celebrities ensured that it could maintain high brand recognition, remaining as the leading player in incontinence.

Industry Prospects

Incontinence is expected to record a 5% value CAGR (at constant 2013 prices) over the forecast period. This strong growth will be driven by the ageing population trend, which is likely to be fuelled as baby boomers (born in 1946-1949) move towards and beyond the retirement age of 65. The population aged 65+ in Japan is projected to rise to account for a 28% share of the total population in 2017, according to the National Institute of Population and Social Security Research. The increasing senior population will accelerate the demand for incontinence products over the forecast period, especially considering how more mainstream the products have become to a variety of types of consumers.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Incontinence industry in Japan with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Incontinence industry in Japan, our research will save you time and money while empowering you to make informed, profitable decisions.

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