Adult incontinence registered another strong performance in 2016 thanks to continued growth in the number of Austrian adults suffering from incontinence problems and further improvements in the availability of such products via grocery retailers outlets. Retail volume growth was only marginally slower than the corresponding review period CAGR, while current value growth was up slightly on the 5-year average. The successful launches of Always Discreet and Cresta in 2015 continued to attract new consumers into the category in 2016.
SCA continued to lead adult incontinence in 2016, accounting for an overall retail value share of 51%. Its Tena brand is synonymous with incontinence products for many consumers, and at the end of the review period it was the only brand available via both health and beauty specialist retailers channels (chemists/pharmacies, Sanitätshäuser etc) and mainstream grocery retailers channels such as supermarkets and hypermarkets. Tena offers the largest product range for women and men, including liners, pads, protective underwear and pants, along with additional related products such as wipes, creams and lotions. However, its retail value share in adult incontinence declined substantially during the review period due to increasing competition, particularly from recent new entrants such as Always Discreet and Cresta.
Adult incontinence retail volume sales and value sales at constant 2016 prices are projected to continue growing strongly over the forecast period, albeit at slower rates than during the review period. The fact that a high number of adults in Austria who suffer from some kind of incontinence have never bought actual adult incontinence products means that the category retains significant potential for further expansion. Campaigns by leading brands and institutions such as Medizinische Kontinenzgesellschaft Österreich will continue to help to reduce the stigma associated with this condition, as will the growing availability of secure and convenient adult incontinence products via mainstream grocery and non-grocery retailers outlets.
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Understand the latest market trends and future growth opportunities for the Incontinence industry in Austria with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Incontinence research and analysis database.
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