Adult Incontinence in Portugal

TRENDS

Demand for disposable adult incontinence products continued to increase in 2016, with growth supported mainly by the high numbers of elderly people among the Portuguese population. In 2016, 21% of Portuguese people were aged 65 years old or over. Additionally, the decreasing levels of stigma associated with incontinence as a medical condition, together with the continuous innovation, which has resulted in the launch of more discreet and more efficient adult incontinence products, helped to boost sales in the category during the year.

COMPETITIVE LANDSCAPE

SCA Hygiene Products Lda remained the leading branded player in adult incontinence in 2016 with a 21% value share. The company’s strong presence in all adult incontinence categories, its consistent television advertising campaigns and the relaunch of its Tena Pink product line in light adult incontinence in 2016 all contributed to this company’s strong position in adult incontinence in Portugal.

PROSPECTS

Although urinary incontinence is not a problem which is limited to the elderly, ageing is one of its main causes. In this sense, with the population of Portugal set to continue ageing over the forecast period, demand for adult incontinence products is also likely to increase. Furthermore, industry specialists believe that the forecast period will see demand for incontinence products rising among the younger generation of Portuguese people, further supporting growth in sales of adult incontinence products, due to the greater knowledge that these younger people have on the subject and with the taboos linked to incontinence disappearing or at least diminishing significantly.

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