Executive Summary

Mar 2017
TRENDS

After three consecutive years of increasing sales, positive growth reached a halt in adult incontinence in 2016. Notwithstanding Greece’s ageing population and the fact that demand for adult incontinence products in the country is not yet mature, sales in the category saw declines in 2016 as a result of the ongoing economic recession. Given the huge cuts which have been seen in pensions within the context of ongoing austerity measures, Greece’s elderly population have witnessed significant losses in their disposable incomes in recent years, which has resulted in many of them no longer being able to afford incontinence products.

COMPETITIVE LANDSCAPE

SCA Hygiene maintained its leading position in adult incontinence in Greece in 2016 with a 46% value share through its brand Tena. However, the company is losing value share amidst fierce competition in the category, with rival player Mega Disposables having the competitive advantage of being a domestic player with strong brand recognition.

PROSPECTS

The population of Greece is set to continue ageing over the forecast period, which suggests high growth potential for adult incontinence products, although with disposable income levels likely to be squeezed and with ongoing cuts in pension schemes, many elderly Greek consumers are likely to find themselves unable to afford adult incontinence products.

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Adult Incontinence in Greece

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Overview

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

The Incontinence in Greece 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 Greece?
  • What are the major brands in Greece?
  • 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 Greece - Company Profiles