According to a report issued recently by Svetlana Uduslivaia, regional head of Research, Americas, at Euromonitor International, growth in the adult incontinence market is positive and significant opportunities exist across all markets globally. "This aging trend is obviously boosting not only the demand, but also innovation; innovation in terms of product formats for women and men and understanding what is needed," she says.

The market for adult incontinence products is growing fast due to the rise of incidences of incontinence and aging populations around the globe. Other health conditions including obesity, PTSD, prostate surgeries, child birth and other factors also increase occurrences of incontinence. 

Svetlana added that in developing markets specifically, product variety, access to products through retail as well as awareness and understanding of incontinence conditions continue to grow.

Euromonitor expects this positive growth to continue in the next five years and forecasts $14 billion in retail sales in the adult incontinence market by the year of 2025.