The strong performance of adult incontinence in 2016 was mainly due to the ageing population trend. This demographic factor translated into a larger consumer base and higher volume sales. However, the category also profited from other factors linked to consumer habits and social and product perceptions.
The competitive landscape was quite concentrated in 2016. SCA Hygiene Products remained the outright leader with a 65% share of retail value sales, due to its strong position in mass distribution channels like supermarkets. In 2015 and 2016, the company focused its information and promotional campaigns on men’s awareness of incontinence issues. In this vein, it also launched Tena Men Protective Shield.
Adult incontinence is well-placed to perform well over the forecast period. The ageing population trend, the relatively low penetration rate of incontinence products (estimated at less than 10% in 2013, while 1-in-4 women suffer from urinary leakage) and the improving economic context are likely to result in positive growth in retail volume and value (at constant 2016 prices) sales.
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Understand the latest market trends and future growth opportunities for the Incontinence industry in Belgium 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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