Incontinence in the US - New Study Released

From: Fast Market Research, Inc.
Published: Tue Apr 14 2015

Growth in light incontinence sales is motivated by a shift in the cultural attitude towards such products, with advertising campaigns and medical initiatives aim to eliminate the stigma regarding incontinence. Female consumers who were embarrassed to buy incontinence products have tended to turn to sanitary towels as an alternative. As the stigma around these products continues to disappear, light incontinence sales will increase, as consumers turn away from substituting sanitary towels out of embarrassment.

Competitive Landscape

In 2014, Procter & Gamble entered the incontinence category. The company chose to enter the category with products branded under Always, a name previously exclusive to women’s sanitary products. Always currently holds about 55% of the sanitary towels category, and Always incontinence products are also marketed exclusively towards women. Producing incontinence products made exclusively for women under the brand name Always was a smart choice on the part of Procter & Gamble. The brand name is already widely trusted by women, as demonstrated by its leading position in sanitary towels, and the longer life expectancy of women means that the market for incontinence products for women is greater than that for men.

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Industry Prospects

Incontinence is predicted to continue to see strong growth in both value and volume terms. Volume sales are expected to expand by a 4% CAGR over the 2014-2019 forecast period, with value sales expected to rise by a CAGR of 5%. The combination of an ageing US population and the continued efforts by manufacturers to diminish the social taboos and misconceptions surrounding incontinence products will create an environment for strong sales.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Incontinence industry in USA 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 USA, our research will save you time and money while empowering you to make informed, profitable decisions.

The Incontinence in USA market research report includes:

* Analysis of key supply-side and demand trends
* Historic volumes and values, company and brand market shares
* Five year forecasts of market trends and market growth
* Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

* What is the market size of Incontinence in USA?
* What are the major brands in USA?

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