Competitive Landscape
Kimberly-Clark Canada Inc Sustains Strong Lead as Brand Loyalty Offsets Rising Challengers
Retail adult incontinence in Canada is highly concentrated, with the leading company, Kimberly-Clark Canada Inc holding a 48% value share in 2025. Procter & Gamble Inc follows with a 23% share, and Essity AB with 17%.
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Overview:
Understand the latest market trends and future growth opportunities for the Retail Adult Incontinence industry in Canada with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Retail Adult Incontinence industry in Canada, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Retail Adult Incontinence in Canada report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Retail Adult Incontinence in Canada?
- Which are the leading brands in Retail Adult Incontinence in Canada?
- How are products distributed in Retail Adult Incontinence in Canada?
- How is the rise of e-commerce changing the retail and competitive landscape?
- How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
- How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Retail Adult Incontinence products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Retail Adult Incontinence in Canada - Category analysis
Key Data Insights
Walmart Canada Drives E-Commerce Innovation to Meet Shifting Shopper Needs
Walmart Canada Drives E-Commerce Innovation to Meet Shifting Shopper Needs
Premiumisation Creates Polarisation
E-Commerce Grows as Consumers Seek Convenient and Discreet Options
Light Incontinence Pads Will Continue to Gain Traction as Older Adults Prioritise Active Lifestyles
E-Commerce and Innovation Reshape Purchasing Behaviours as Brands Invest in Skin Health and Discretion
Product Innovation to Be a Top Priority for Manufacturers
Kimberly-Clark Canada Inc Sustains Strong Lead as Brand Loyalty Offsets Rising Challengers
Health and Beauty Specialists Continue to Lead Offline Retail with Pharmacies
Amazon and Subscription Models Drive Online Growth
Tissue and Hygiene in Canada - Industry Overview
Brands Balance Premium Push with Demands From Cost-Conscious Consumers
Key Data Insights
Brands Balance Premium Push with Demands From Cost-Conscious Consumers
Consumer Demand for Gentle and Clean Wellness Solutions Continues
Sustainable Demands Expand Eco-Friendly Menstrual Care
Premiumisation to Drive Growth through Retail Tissue and Adult Incontinence
Retailers to Strengthen Omnichannel Strategies as E-Commerce Accelerates
Continued Sustainability Focus to Reshape Product Development and Consumer Loyalty
Procter & Gamble and Kruger Strengthen Brand Leadership through Broad Retail Reach
Supermarkets and Hypermarkets Retain In-Store Strength
E-Commerce Accelerates as Direct-To-Consumer Brands Shift Online Shopping Habits
Country Reports Disclaimer
The following categories and subcategories are included:
Retail Adult Incontinence
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- Liners
- Light Pads
- Other Light Adult Incontinence
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- Moderate/Heavy Pads
- Diapers
- Pants
- Other Moderate/Heavy Adult Incontinence
Retail Adult Incontinence
Includes a variety of protective products for different levels of bladder or bowl adult incontinence. Products with different levels of absorbency are covered, including pads, pants/protective underwear, briefs, undergarments and pant/pad systems.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Retail Adult Incontinence research and analysis database.
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