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Rx/Reimbursement Adult Incontinence in the US

Publisher Euromonitor International
Published Apr 10, 2026
Length 31 Pages
SKU # EP21099958

Description

In 2025, RX/reimbursement adult incontinence in the US demonstrated steady volume and current value growth. Unit volumes rose to 6,692 million units and saw growth of 3%, while value sales rose by 4% to USD2,053 million. These growth rates align closely with preceding years, continuing the upward trend throughout the review period. Despite this, the rate of unit price increase was muted, at just under 1%, as companies strategically held back on price hikes, focusing on initiatives to absorb cost...

Euromonitor International's Rx/Reimbursement 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.

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

Why buy this report?
* Get a detailed picture of the Rx/Reimbursement 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

31 Pages
Rx/Reimbursement Adult Incontinence in the US
Euromonitor International
April 2026
List Of Contents And Tables
RX/REIMBURSEMENT ADULT INCONTINENCE IN THE US
Key Data Insights
2025 Developments
Medicaid Budget Cuts Prompt States to Reconsider Incontinence Support
Key Industry Trends
CHART 1 Key Industry Trends for Rx/Reimbursement Adult Incontinence
Industry Performance
CHART 2 Reimbursement Adult Incontinence Under Threat from Medicaid Budget Cuts
Expanded Product Design Empowers Independent Purchasing among Older Adults
CHART 3 Comfort-Focused Design Expands Choice and Encourages Independent Purchasing
CHART 4 Volume Sales of Rx/Reimbursement Adult Incontinence2020-2030
What's Next?
Medicaid Funding Cuts to Restrict Access to Essential Supplies for Recipients
Medicaid Recipients to Shift to Alternative Insurance as Access Tightens
CHART 5 Forecast Value Sales of Rx/Reimbursement Adult Incontinence 2020-2030
Economic Context
CHART 6 Economic Context for Menstrual Care
CHART 7 Real Gdp Growth 2020-2030
CHART 8 Inflation 2020-2030
Consumer Context
CHART 9 Consumer Context for Rx/Reimbursement Adult Incontinence
CHART 10 Population 2020-2030
CHART 11 Consumer Expenditure 2020-2030
CHART 12 Population by Generation 2025
Country Reports Disclaimer
CHART 13 Key Industry Trends for Tissue and Hygiene
CHART 14 Procter & Gamble launches Always Pocket Flexfoam for Portability and Superior Protection
CHART 15 Cottonsie Introduces First-Ever All-Cotton Nappy/Diaper
CHART 16 Kimberly-Clark Releases Toilet Paper with Scented Tube
CHART 17 Value Sales of Tissue and Hygiene 2020-2030
CHART 18 Value Sales of Tissue and Hygiene by Category 2025
CHART 19 Analyst Insight for Tissue and Hygiene
CHART 20 Forecast Value Sales of Tissue and Hygiene 2020-2030
CHART 21 Forecast Value Sales of Tissue and Hygiene by Category 2025-2030
CHART 22 Company Shares of Tissue and Hygiene 2025
CHART 23 Brand Shares of Tissue and Hygiene 2025
CHART 24 Retail Channels for Tissue and Hygiene 2020-2025
CHART 25 Economic Context for Menstrual Care
CHART 26 Real Gdp Growth 2020-2030
CHART 27 Inflation 2020-2030
CHART 28 Consumer Context for Menstrual Care
CHART 29 Population 2020-2030
CHART 30 Consumer Expenditure 2020-2030
CHART 31 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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