Incontinence, although still not a subject that sits easily with many consumers, is ironically the future for many of the world's largest hygiene manufacturers in what they would consider their home or at least most profitable markets. Kimberly-Clark, SCA and Unicharm, the leading global players in the field, all find themselves incumbent in markets across Western Europe, North America and Japan, where the population is greying as the baby boom generation moves into retirement and be- yond. In 2010, although economic problems persist, the market for retail incontinence products broke the $5 billion barrier for the first time and continued to see strong growth of around 8% (2009-2010).
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