U.K. Incontinence Skin Care and Body Wash Market Grows Through Ecommerce

Bowel diseases are increasing in prevalence across the U.K. These increasing number of patients currently form the primary driver for the U.K. incontinence skin care and body wash market. Players are pushing manufacturing rates to meet the growing demands across the region. However, consumers have also shown a high level of discomfort in purchasing incontinence skin care products in grocery stores and drugstores, while showing a high rate of purchase through online means. Therefore, players are building their online presence and marketing campaigns to impart ecommerce success.

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As a result of the above factors, in terms of revenue, the U.K. incontinence skin care and body wash market will reach US$50.1 mn by the end of 2023. This market was recorded at US$38.7 mn in 2014 and is progressing at a CAGR of 2.6% from 2014 to 2023. This is still a market in its nascent stages, and therefore needs a major push to increase consumer awareness towards modern incontinence skin care products that are comfortable and easy to use.

Growing Geriatric Population Directly Responsible for Sales of Incontinence Skin Care and Body Wash Products in U.K.

Incontinence skin care products are largely used to take care of children and the elderly. As shown in the U.K. population statistics, more than 10 mn citizens in the U.K. were above 65 years in 2012. At the time they had already surpassed the population of children below 16 years. As a result, most markets that are related to elderly wellbeing and healthcare have been boosted in the recent past. They will continue to grow for the foreseeable future, as the geriatric demographic is increasing in numbers.

Barrier Creams are Most-purchased Product as More Consumers Prefer Using Athletic Footwear

12.9% of the U.K. incontinence skin care and body wash market was occupied by barrier creams in 2014, in terms of volume, followed by repair creams, and body wash and shampoo products. In terms of revenue, this segment held 22% of the market in 2014. Barrier creams will also be the fastest growing products segment in the market till 2023, helping it retain its dominance till then. Barrier creams owe their market lead to the fact that they are often used as the first preventive measure against skin problems.

Similar scope of growth will also be experienced by repair creams and body wash products. The former is used in cases where serious skin problems have occurred due to incontinence, while the latter is a necessity for most people suffering from incontinence. These body wash and shampoo products contain chemicals that are much milder than standard skin care products, allowing them to be effective against skin problems while avoiding the exposure of the skin to harsh chemicals. Contrary to these segments, incontinence skin care powders and hand wash products are expected to lose a major chunk of their market shares by 2023.

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Healthcare Reimbursement Complications Hamper U.K. Incontinence Skin Care and Body Wash Market Growth

A major cause of concern for the players in the U.K. incontinence skin care and body wash market is the reluctance of consumers due to the high price of these specialized products and their unpredictable reimbursement scenario. All products in this market are recurring expenses, creating a major financial implication on patients. The consumer and/or their families are expected to bear this growing financial burden, which most top insurance companies do not cover.

Other restraints on the U.K. incontinence skin care and body wash market are the availability of popular surgical alternatives and a retentive social stigma and ignorance towards incontinence care products in general.

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