In 2012, volume and value sales within the US incontinence market grew by 4% and 5%, respectively.
The US population continues to age and the taboos surrounding incontinence continue to lessen. These two factors combined to increase the number of people who needed the products and the number of people who accepted their condition and bought the appropriate product in response.
A recent market report, 'Incontinence in the US,' has stated that average unit price of incontinence products increased by 1% in 2012. This hike was, however, half the increase in the previous year. Both light as well as moderate/heavy incontinence products saw their unit prices rise by 1% each in 2012. The lower price increase of 2012 the might be attributed to an increased performancein terms of both volume and value of light incontinence products.
Kimberly-Clark led incontinence product sales in 2012. Its two brands, Depend and Poise, accounted for 32% and 24% share in value terms, respectively, giving it 56% of total incontinence sales. Kimberly-Clark continues its dominance because of its year-on-year category-leading innovation.
Whilst manufacturers have always tried to avoid use of medical terminology in advertising for incontinence products (Kimberly-Clark with the Poise brand uses the term "light bladder leakage", whilst SCA Incontinence Care with its Tena brand refers to "unexpected leaks"), the leading producers always shared a similar approach when talking about different absorbency levels offered by their products.
For instance, leading brands Poise and Tena both assign their products to a similar absorbency rating on a scale of 1 to 5. Poise Ultimate Absorbency and Tena Ultimate Absorbency represent their most substantial offerings. However, this trend changed when Tena dropped the absorbency approach and switched to what the manufacturer calls a lifestyle approach.
References to absorbency have been removed from the names of most Tena incontinence products, and they have been renamed with lifestyle terms including Stylish (least absorbent), Active (more absorbent) and Anywhere (most absorbent).
Retail volume sales within the US incontinence market are expected to grow by 30% to reach 4.9 billion units in 2017, whilst value sales are predicted to increase by 12% to reach US$1.6 billion in 2017.
For more information on the US incontinence market, see the latest research: US Incontinence Market
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