Retail adult incontinence in Ecuador demonstrated moderate growth in 2025, with retail current value totalling USD48.4 million, an increase of 5% compared to the prior year. Moderate/heavy adult incontinence remained the largest category by retail value, contributing USD46.5 million (compared to USD1.8 million for light adult incontinence), driven by sustained demand from older and more dependent consumers. This category's dominance is reinforced by the growth in Ecuador’s older population, whic

Retail adult incontinence in Poland maintained strong momentum in 2025, achieving a retail volume of 172 million units and a value of PLN386 million, reflecting a year-on-year growth of 13% in volume and 17% in value. This performance outpaced the typical growth seen in other hygiene categories and was underpinned by robust underlying demand, driven primarily by an ageing population as Poland recorded 7.9 million people aged 65 and above in 2025. The category’s resilience was further supported b

Retail adult incontinence in Myanmar experienced a sharp contraction in volume sales in 2025, with retail volume reaching 16 million units, reflecting growth of 6% compared to the previous year. However, this headline growth masks underlying turmoil, as the government’s ban on imported adult incontinence products created widespread shortages and drove a pronounced shift towards the most affordable, locally packed or informally imported options. The combination of severe inflation, currency depre

Retail adult incontinence in Estonia demonstrated stable growth in 2025, with retail volume reaching 2.6 million units, up 1% compared to the previous year. This performance reflected resilience amid a cautious consumer environment and mirrored the broader trend seen across Eastern Europe, whereby demographic shifts, particularly an ageing population, continue to drive demand. Although the pace of growth in Estonia was moderate compared to the higher volume growth seen in earlier years, the valu

Retail adult incontinence in Georgia posted robust growth in 2025, with retail volume rising to 2 million units, reflecting a 2% increase compared to the previous year. The category’s value also demonstrated strong momentum, with retail current value sales reaching GEL4.2 million in 2025, up 6% from the previous year. This performance was supported by the growing population aged 65 and over, which reached 613,444 individuals in 2025, highlighting the impact of demographic shifts. The ageing proc

Retail adult incontinence in Turkey continued to expand in 2025, with retail volume sales rising by 7% to reach 74 million units and retail current value sales growing by 39% to reach TRY1,931 million. This growth outpaced the broader Western European context, reflecting both Turkey’s rapid ageing population trend and the normalisation of daily-use solutions, particularly among middle-aged women for light adult incontinence. Retail current value sales were also spurred by high inflationary press

Retail adult incontinence in 2025 maintained steady growth, with annual retail volume reaching 231 million units. This expansion was supported primarily by the acceleration of Portugal’s ageing population—totalling 11 million in 2025, with 3 million aged 65 and over—alongside a noticeable reduction in the stigma associated with incontinence. As awareness grows and taboos diminish, more consumers are proactively seeking out tailored incontinence products, reflected in a stabilisation of prices an

Retail adult incontinence in Argentina recorded moderate growth in 2025, rebounding from a weaker 2024 that had been heavily impacted by the economic crisis.

Retail adult incontinence in South Korea experienced dynamic growth in 2025, outpacing both regional and global averages. Retail value sales increased by 16% to KRW140 billion in current terms. This growth is directly linked to the country’s rapidly ageing demographic, with the population aged 65 and above rising to 11 million in 2025, representing over 20% of the total population of 52 million.

Retail adult incontinence in Japan recorded robust growth in 2025, with retail volume rising 3% on the previous year, while retail value grew by 6% to JPY273 billion. This performance is underpinned by Japan’s ageing population, with the population aged 65 and over climbing to 36.4 million, now accounting for over a quarter of the total population. Premiumisation is a key force behind innovation in retail adult incontinence, driven by the evolving expectations of older consumers who seek comfor

Retail adult incontinence in Saudi Arabia experienced robust value and volume growth in 2025 due to a convergence of demographic, behavioural, and economic factors. Retail volume reached 46 million units, representing a 7% increase on the previous year, while retail sales at constant local prices climbed to SAR194 million, up 10%. This performance was not solely driven by population ageing; instead, it reflected a broader rise in chronic illness, notably diabetes and obesity, as well as mobility

Retail adult incontinence in Slovenia in 2025 achieved continued current value growth, as steady demand from an ageing population and easing price pressures after recent high-inflation years supported improved volume performance. The total retail volume reached 6 million units, representing a 2% increase compared to the previous year, while current value sales rose by 4% to EUR3 million. In this context, price growth moderated compared to prior periods, but volume performance was underpinned by

In 2025, retail adult incontinence in the Dominican Republic delivered a robust performance, recording a retail volume of 1.2 million units, reflecting a 5% year-on-year increase. This rate is higher than the volume growth seen in previous years and demonstrates a steady acceleration, especially when benchmarked against regional trends in Latin America, where market penetration remains lower and price sensitivity is high. The category also saw retail value sales rise to DOP46.1 million, an incre

Retail adult incontinence in Peru registered resilient volume and value growth in 2025, with sales reaching 139 million units and expanding by 6% compared to the previous year and retail value reaching PEN311 million, up 3%. Despite a slower growth rate than in 2024, retail adult incontinence continued to outperform many fast-moving consumer goods categories, underpinned by rising consumer awareness and broader recognition of incontinence as a manageable condition. However, the pace of value gro

Retail adult incontinence in Egypt recorded resilient growth in 2025, despite a turbulent economic backdrop, with retail value surging by 15% to EGP16 million. This performance stands out against persistent inflation, which rose by 14% in 2025, and significant currency devaluations that have severely eroded purchasing power. While global and regional markets are marked by more stable inflationary environments, Egypt’s category growth is primarily driven by the necessity of adult incontinence pro

Retail adult incontinence in 2025 showed robust performance, outpacing previous years in both volume and value. Retail volume reached 14 million units, posting a 3% year-on-year growth, while value climbed to GTQ127 million, up 6%. This performance is underpinned by Guatemala’s economic expansion, with GDP growth at 4% and inflation moderating to 2%, which collectively increases disposable income and supports higher demand for incontinence products. Compared to regional trends, the Guatemalan ma

Retail adult incontinence in Qatar in 2025 demonstrated robust growth, with retail volume reaching 10 million units, reflecting a year-on-year increase of 7%. This expansion stands out in the Middle East and Africa, where few other hygiene categories display similar resilience and momentum. High GDP per capita in Qatar has enabled a strong consumer preference for premium, high-absorbency products, and households are increasingly trading up to advanced pants-style formats that deliver superior co

Retail adult incontinence in Sri Lanka demonstrated robust growth in 2025, recording a retail volume increase of 8% to reach 10.9 million units and a retail value rise of 13% to LKR2846.6 million. This performance is notably strong compared to the volatility and slower growth observed in previous years, as well as relative to many markets in the Asia Pacific region, where price pressures and changing consumer behaviour are more pronounced. Sri Lanka’s growth was underpinned by a clear shift towa

Retail adult incontinence in Honduras recorded robust growth in 2025, reaching a retail volume of 11.5 million units, up 5% from the previous year. Retail value sales climbed 12% to HNL222 million in the same year. This positive performance is underpinned by several factors, most notably a steadily increasing population of older adults, with the continued expansion in the 65+ cohort, which surpassed 499,000. The market’s momentum is further reinforced by a gradual normalisation of discussions a

Retail adult incontinence in Azerbaijan in 2025 showed a strong performance, with retail value reaching AZN18.6 million and a year-on-year growth of 11% in current terms. This growth is being underpinned by the expansion of home care services for the elderly and the rising number of less-mobile users, alongside an increase in the population of individuals aged 65 and above, reaching 975,377 in 2025, reflecting a clear demographic shift.

Retail adult incontinence in Hong Kong in 2025 demonstrated a robust performance with retail sales increasing by 6% to HKD16 million. This performance was above average compared to regional averages, driven primarily by rapid population ageing, with the total population at 7.5 million and those aged 65 and over reaching 1.8 million. Improvements in awareness and early adoption of protection products contributed to higher demand, while ongoing economic stability, supported by 3% real GDP growth a

Retail adult incontinence in Lithuania in 2025 is directly shaped by state regulation and the dynamics of prescription sales, with the retail channel essentially functioning as a supplementary outlet. Retail adult incontinence volume grew by 3% to 9 million units, while value at retail selling price declined by 3% to EUR3 million, reflecting price pressures from state reluctance to increase reimbursement and retail price points. Retail adult incontinence remains very affordable for consumers, as

Retail adult incontinence in Paraguay delivered a robust performance in 2025, with total retail volume reaching 9.6 million units and value sales at PYG55.1 billion, representing growth rates of 3% and 7% respectively from the previous year. This positive trajectory is underpinned by four key drivers: a recovery in economic growth, a significant reduction in inflation, a narrowing of cross-border price gaps with Argentina which reduced smuggling, and shifting social attitudes, especially among m

In 2025, retail adult incontinence in Iraq posted robust growth, with retail volume rising to 50.5 million units, up 8% from the previous year. This pace of expansion significantly outpaces overall economic growth, with real GDP increasing only 0.5% in the same period, reflecting a strong and resilient demand dynamic that is less sensitive to economic fluctuations. The core reason for this resilience is rooted in consumer priorities. Affordability is not the primary consideration for most famili