"Incontinence in Canada" Published

Demand for incontinence is buoyed by Canada’s ageing population, which continues to see a greater number of people moving into the over 65 age group. The number of people over the age of 65 grew by 4% in 2014 to over 5.5 million and by 18% since 2009 compared to 1% and 5% growth rates over the same periods for the total population. The rising incidence of incontinence over the age of 65 fuelled demand growth in Canada as a greater share of the population reaches the age where such products are becoming necessary.

Competitive Landscape

Kimberly-Clark became the leading player in Canada posting a 61% value share in 2014, reporting that adult care volumes increased by double-digits in 2014. Depend is the most established category brand in the country, and with its long standing history in incontinence has built a reputation and share that is difficult to supplant by competitors. Depend is distributed through all leading retail channels, and has the largest share of shelf space and facings in hypermarket, drugstores and mass retail outlets. Depend maintains a website with information and ordering capabilities, although this is valid for the US market only. The company does not take orders for or ship to Canada, and instead relies on third parties for online sales.

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Industry Prospects

Canada’s population will continue to record a growing share of people in the 65 and over age group over the forecast period, thereby providing a solid platform for growth in incontinence. The expected CAGR of 7% in value at constant 2014 prices will see the category reach sales of CAD315 million with the rise driven almost purely by demographic shifts to an older population. Some increase in use for specific health ailments that are not age related, such as prostate, strokes and digestive matters, will further support retail sales.

Report Overview

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

The Incontinence in Canada 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

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