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.
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.
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.
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
Understand the latest market trends and future growth opportunities for the Incontinence industry in Germany with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Incontinence industry in Germany, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This report originates from Passport, our Incontinence research and analysis database.
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE! Home Page