Adult Incontinence in Denmark

TRENDS

Awareness about adult incontinence improved in Denmark in recent years, mainly due to increased media debate and the availability of informative websites such as the one for the leading brand Tena by SCA Hygiene Products. Despite this, many Danes are still uncomfortable talking about the problem and discretion remained the key selling point for many consumers. This is reflected in the availability of ultra-thin and light products for both men and women. Even purchasing the products can be embarrassing for some consumers and players are doing what they can to overcome this obstacle. The Tena website, for example, clearly states that incontinence products purchased on their websites are posted in discreet packaging.

COMPETITIVE LANDSCAPE

SCA Hygiene Products continued to dominate adult incontinence in Denmark, holding an 84% value share in 2016. The success of SCA Hygiene Products is based on the company’s popular brand Tena, which was one of the pioneering products in the category and continues to offer the most comprehensive range of adult incontinence products. Subsequently, it has a high level of brand recognition and loyalty as well as a strong retail distribution network.

PROSPECTS

Adult incontinence in Denmark is expected to see a value CAGR of 3% at constant 2016 prices over the forecast period to reach sales of DKK71 million in 2021. The number of Danes aged 65 and older is expected to increase by 8% over the forecast period accounting for 20% of the total Danish population by 2021. This growth in elderly consumers will result in a natural increase in the demand for incontinence products, while continued development of more discreet products and wider distribution will also help boost value sales.

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