Adult Incontinence in Norway

TRENDS

In addition to considerations such as rising awareness and greater product availability, the ageing of the population can be viewed as a prime driving force behind the growth of adult incontinence. The category registered a retail volume increase of 5% in 2016. The number of Norwegians aged 65+ years reached 851,420 in 2016, or 16% of the total population. This is an increase of 15% on 2011’s recordings when the Norwegian population aged 65+ years was 15% of the total population.

COMPETITIVE LANDSCAPE

SCA Hygiene Products AS led adult incontinence in 2016 with a value share of 70%. This represented an increase of one percentage point compared to 2015. SCA is the national brand owner of the leading Tena brand. Tena’s success is due to its comprehensive product assortment, and constant stream of new innovations and product improvements. This is complemented by incremental increases in availability and distribution. A noteworthy observation in this respect was the growing penetration of the Tena brand in mass retail channels, specifically grocery retailers. These considerations, combined with Tena being somewhat synonymous with adult incontinence, explain SCA’s leadership and growth.

PROSPECTS

Supported by product development, improved consumer product understanding and an ageing population, adult incontinence will continue to represent healthy growth opportunities over the forecast period. The ageing of the population will represent a natural increase in demand for products. The population aged 65+ years will rise to 953,500 in 2021, or 17% of the total population.

Files are delivered directly into your account within a few minutes of purchase.