Adult Incontinence in France

TRENDS

During 2016, demand for disposable adult incontinence products in France continued to be structurally driven by the ageing of the country’s population as the number of people among the French population aged 65 years old and over rose by 2% over the course of the year. In addition, the advent of several innovative adult incontinence products which are more discreet, comfortable and efficient also contributed to reducing the aversion of consumers to using these products. Finally, successful information campaigns by public and private bodies also contributed to curbing the taboos related to the use of adult incontinence products. Although they are essentially staple items for those that need them, adult incontinence products will remain subject to a 20% rate of VAT until further notice.

COMPETITIVE LANDSCAPE

SCA Hygiene Products maintained its leadership in adult incontinence in 2016 with a 58% value share. The company’s success has been built on the reputation of its well-established brand Tena, which offers a wide range of products in key distribution channels throughout France. The major direct challengers to Tena are private label, Always Discreet by Procter & Gamble and Confiance and Molicare by Paul Hartmann.

PROSPECTS

Adult incontinence is expected to record a volume CAGR of 6% over the forecast period. Within the context of France’s ageing population and the fact that the prevalence of incontinence increases with age, it is perhaps inevitable that demand for adult incontinence products will increase over the forecast period, with product innovation and marketing campaigns which help to normalise incontinence issues likely to encourage additional consumers to purchase adult incontinence products. Meanwhile, value sales of adult incontinence products are set to increase in value at a CAGR of 5% at constant 2016 prices over the forecast period. Increasing levels of competition in a category with a relatively high average unit price are expected to suppress unit price growth.

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