Incontinence affects between 5 and 7% of the world's population. The global incontinence care market is valued at approximately SEK 45–50bn.
Europe accounts for approximately 45% of the market, North America for about 30% with Asia accounting for most of the remainder. The global market is growing by over 5% per year, particularly through increased retail sales.
Market growth is driven by increasingly ageing populations as well as improved household purchasing power. Wider acceptance of incontinence and related products is also driving growth. Growth is primarily taking place in the light incontinence products segment.