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Learn moreApr 2017
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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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Overview
Discover the latest market trends and uncover sources of future market growth for the Incontinence industry in Belgium with research from Euromonitor's team of in-country analysts.
Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.
If you're in the Incontinence industry in Belgium, our research will save you time and money while empowering you to make informed, profitable decisions.
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This industry report originates from Passport, our Tissue and Hygiene market research database.
Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.