Competitive Landscape
Kimberly-Clark and Procter & Gamble Adapt Pricing as Private Label Gains Momentum
Retail adult incontinence in the US remains concentrated, with the top five leading companies holding a substantial 75% share of retail value sales in 2025. Kimberly-Clark Corp continues to hold a strong lead, accounting for a 40% retail value share in 2025, followed by The Procter & Gamble Co at 14%.
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Overview:
Understand the latest market trends and future growth opportunities for the Retail Adult Incontinence industry in USA 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 USA, 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 USA 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 USA?
- Which are the leading brands in Retail Adult Incontinence in USA?
- How are products distributed in Retail Adult Incontinence in USA?
- 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 the US - Category analysis
Key Data Insights
Private Label Investment and Affordability Initiatives Boost Volume and Value Growth
Private Label Investment and Affordability Initiatives Boost Volume and Value Growth
Essity’S Skin-Sensitive Innovation Addresses Rising Expectations of Comfort and Skin Health
Nafc and Brand Leaders Normalise Incontinence through Education and Design
Retail E-Commerce and Private Label to Reshape Pricing and Accessibility
Comfort and Breathability Will Drive Innovation for Active Older Adults
Brands Expand Support and Customisation as Awareness Grows
Kimberly-Clark and Procter & Gamble Adapt Pricing as Private Label Gains Momentum
Retail E-Commerce Expands Its Share, Gaining Loyalty with Convenience and Discreet Delivery
Bulk Buyers Seeking Savings Drive Gains for Warehouse Clubs
Tissue and Hygiene in the US - Industry Overview
Ongoing Price Sensitivity Even as Inflation Eases
Key Data Insights
Ongoing Price Sensitivity Even as Inflation Eases
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
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
Procter & Gamble and Kimberly-Clark Defend Their Lead Even as Challengers Gain
Hypermarkets Retains the Top Position While Retail E-Commerce Reshapes Convenience
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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