Adult Incontinence in Germany

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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