Executive Summary

Apr 2017
TRENDS

Nine million people were affected by incontinence in Germany in 2016, according to figures published from the Deutsche Kontinenz Gesellschaft, with the numbers of incontinence sufferers in the country increasing due to demographic trends. As a reaction to the fact that a higher percentage of those affected do not address their incontinence issues adequately, adult incontinence manufacturers continue to focus on marketing light adult incontinence and gender-specific products in order to achieve higher sales growth.

COMPETITIVE LANDSCAPE

In 2016, SCA Hygiene Products SE maintained its dominant position in adult incontinence in Germany with a value share of 67% and value sales of EUR210 million. Its brand Tena is well-established in Germany and enjoys high levels of consumer trust. This is particularly valuable given how sensitive many consumers are with regards to the topic of incontinence.

PROSPECTS

Over the forecast period, the demographic shifts which are already being seen within the German society are set to continue building, resulting in growing numbers of elderly people among the country’s population. In addition, due to the generally growing consumer base for adult incontinence products, the category is set to register positive growth in volume and value terms. In addition, through increasing attempts to tackle the shame surrounding incontinence within German society, the stigma surrounding the purchase of these products is set will become less significant, with adult incontinence products set to be less associated with elderly people. Thereby, growth in the category is set to be supported further.

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Adult Incontinence in Germany

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Overview

Discover the latest market trends and uncover sources of future market growth for the Incontinence industry in Germany 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 Germany, our research will save you time and money while empowering you to make informed, profitable decisions.

The Incontinence in Germany market research report includes:

  • Analysis of key supply-side and demand trends
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Incontinence in Germany?
  • What are the major brands in Germany?
  • What are the most important channels for incontinence products?
  • How do light incontinence products perform compared to moderate/heavy incontinence products?

Why buy this report?

  • 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

This industry report originates from Passport, our Tissue and Hygiene market research database.

Adult Incontinence in Germany - Company Profiles