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Country Report

Incontinence in

Adult Incontinence in Norway

22 pages, Mar 2017

US$990

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Executive Summary

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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.

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Adult Incontinence Market Sample Report Adult Incontinence Market Sample Report Data

Overview

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.

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Overview

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

The Incontinence in Norway 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 Norway?
What are the major brands in Norway?
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.

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