Adult Incontinence in Estonia

TRENDS

Sales growth of incontinence products during 2016 was boosted by a general rise in awareness of incontinence in the country. Consumers became more open about incontinence problems and appreciated improved products that resemble sanitary towels but which offer stronger absorption quality. Moreover, these products are also now widely available, being retailed through modern grocery outlets as well as health and beauty retailers, making them much more widely accessible. However, according to a survey conducted in 2013 in Baltic and Scandinavian countries among men aged over 55, 12% of respondents used toilet tissue for incontinence issues and only 8% used specialised incontinence products, while 76% of respondents who faced incontinence problems did not use any products at all. As such, there is still room for further education and increased awareness.

COMPETITIVE LANDSCAPE

SCA Hygiene Products retained its dominance in 2016, holding a 72% value share. The company offers the Tena brand, which has a wide-ranging portfolio including various product types suitable for both female and male consumers. The only other notable competitor was Paul Hartmann with its Molimed incontinence brand, which held a 26% value share. Paul Hartmann has a more limited distribution network than SCA Hygiene as its products are primarily solely sold via pharmacies, while the Tena brand by SCA Hygiene is also available via supermarkets and hypermarkets.

PROSPECTS

In the forecast period, the incontinence category is expected to grow in line with the increased incontinence problems amongst the ageing population, supported by growing awareness of the availability of solutions to such problems. Consumers will increasingly treat incontinence products as one of the necessities of life, like other traditional hygiene products. Educational and advertising campaigns will also help boost sales. Adult incontinence is therefore expected to grow at a CAGR of 3% in value sales at constant 2016 prices and by 2% in volume terms over the forecast period.

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