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Retail Adult Incontinence in the US

Publisher Euromonitor International
Published Apr 10, 2026
Length 38 Pages
SKU # EP21100036

Description

Retail adult incontinence in the US demonstrated a robust performance in 2025, with volumes rising to 8,600 billion units, a 6% increase over the previous year, and value sales reaching USD3,985 million, up 7% in current terms. Volume growth outpaced both regional and global trends, driven by a dual dynamic of expanding consumer demand among both older and younger adults, and the heightened use of e-commerce platforms for discreet purchasing and product research. The US population continues to a...

Euromonitor International's Retail Adult Incontinence in USA report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2021-2025, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market – be they new product developments, distribution or pricing issues. Forecasts to 2030 illustrate how the market is set to change.

Product coverage: Light Adult Incontinence, Moderate/Heavy Adult Incontinence.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?
* Get a detailed picture of the Retail Adult Incontinence market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market’s major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.

Table of Contents

38 Pages
Retail Adult Incontinence in the US
Euromonitor International
April 2026
List Of Contents And Tables
RETAIL ADULT INCONTINENCE IN THE US
Key Data Insights
2025 Developments
Private Label Investment and Affordability Initiatives Boost Volume and Value Growth
Key Industry Trends
CHART 1 Key Industry Trends for Retail Adult Incontinence
Industry Performance
Essity’S Skin-Sensitive Innovation Addresses Rising Expectations of Comfort and Skin Health
CHART 2 Tena Offers Skin-Forward Pad Innovation
Nafc and Brand Leaders Normalise Incontinence through Education and Design
CHART 3 Reducing Stigma Through Awareness and Design-Led Innovation
CHART 4 Value Sales of Retail Adult Incontinence 2020-2030
CHART 5 Volume Sales of Retail Adult Incontinence 2020-2030
CHART 6 Value Sales of Retail Adult Incontinence by Category 2025
What's Next?
Retail E-Commerce and Private Label to Reshape Pricing and Accessibility
Comfort and Breathability Will Drive Innovation for Active Older Adults
CHART 7 Analyst Insight for Retail Adult Incontinence
Brands Expand Support and Customisation as Awareness Grows
CHART 8 Forecast Value Sales of Retail Adult Incontinence 2020-2030
CHART 9 Forecast Value Sales of Retail Adult Incontinence by Category 2025-2030
Competitive Landscape
Kimberly-Clark and Procter & Gamble Adapt Pricing as Private Label Gains Momentum
CHART 10 Affordability-Driven Growth Propels Private Label Gains and Manufacturing Expansion
CHART 11 Company Shares of Retail Adult Incontinence 2025
CHART 12 Brand Shares of Retail Adult Incontinence 2025
Channels
Retail E-Commerce Expands Its Share, Gaining Loyalty with Convenience and Discreet Delivery
Bulk Buyers Seeking Savings Drive Gains for Warehouse Clubs
CHART 13 Retail Channels for Retail Adult Incontinence 2020-2025
Economic Context
CHART 14 Economic Context for Retail Adult Incontinence
CHART 15 Real Gdp Growth 2020-2030
CHART 16 Inflation 2020-2030
Consumer Context
CHART 17 Consumer Context for Retail Adult Incontinence
CHART 18 Population 2020-2030
CHART 19 Consumer Expenditure 2020-2030
CHART 20 Population by Generation 2025
Country Reports Disclaimer
CHART 21 Key Industry Trends for Tissue and Hygiene
CHART 22 Procter & Gamble launches Always Pocket Flexfoam for Portability and Superior Protection
CHART 23 Cottonsie Introduces First-Ever All-Cotton Nappy/Diaper
CHART 24 Kimberly-Clark Releases Toilet Paper with Scented Tube
CHART 25 Value Sales of Tissue and Hygiene 2020-2030
CHART 26 Value Sales of Tissue and Hygiene by Category 2025
CHART 27 Analyst Insight for Tissue and Hygiene
CHART 28 Forecast Value Sales of Tissue and Hygiene 2020-2030
CHART 29 Forecast Value Sales of Tissue and Hygiene by Category 2025-2030
CHART 30 Company Shares of Tissue and Hygiene 2025
CHART 31 Brand Shares of Tissue and Hygiene 2025
CHART 32 Retail Channels for Tissue and Hygiene 2020-2025
CHART 33 Economic Context for Menstrual Care
CHART 34 Real Gdp Growth 2020-2030
CHART 35 Inflation 2020-2030
CHART 36 Consumer Context for Menstrual Care
CHART 37 Population 2020-2030
CHART 38 Consumer Expenditure 2020-2030
CHART 39 Population by Generation 2025
TISSUE AND HYGIENE IN THE US
Executive Summary
Ongoing Price Sensitivity Even as Inflation Eases
Key Data Insights
Key Industry Trends
Industry Performance
Innovation Drives Growth across Retail Tissue, Retail Adult Incontinence, and Menstrual Care
Several Categories See a Move Towards Premiumisation
Needs of Eco-Conscious Consumers Addressed with New Nappy/Diaper Launch
Holistic Expansion through Fostering Emotional and Mental Connections
What's Next?
Retail E-Commerce and Natural Brands Set to Reshape Purchasing Habits
Retail Adult Incontinence to See Innovation for an Ageing Population
Sustainability, Digitalisation and Regulation Likely to Accelerate Product Transformation
Competitive Landscape
Procter & Gamble and Kimberly-Clark Defend Their Lead Even as Challengers Gain
Channels
Hypermarkets Retains the Top Position While Retail E-Commerce Reshapes Convenience
Economic Context
Consumer Context
Country Reports Disclaimer

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