Adult Incontinence in Sweden

TRENDS

Growing consumer awareness, acceptance and understanding of the reality of incontinence issues supported value sales growth in adult incontinence 2016. This growth was further underpinned by the ageing of the Swedish population, the wider availability of these products across various retail channels and the increased diversity in terms of the range of products on offer in the category.

COMPETITIVE LANDSCAPE

SCA Hygiene Products AB remained the dominant player in adult incontinence in 2016 with a value share of 92%. This represented an increase of one percentage point on the company’s 2015 results in the category. SCA dominated sales in the category throughout the review period and its Tena brand has become somewhat synonymous with adult incontinence products generally. Tena’s marketing campaigns see to highlight the common, everyday nature of incontinence and, largely through digital media channels, the company has sought to build an emotional attachment between consumers and the brand by providing intimate information and an environment for anonymous discussion. Tena’s constant innovation also supports its efforts to achieve an everyday positioning by ensuring that its products cater to modern lifestyles, for example by being more discreet.

PROSPECTS

The ongoing ageing of the Swedish population is set to remain the key demographic trend influencing the performance of adult incontinence during the forecast period. As revealed by observations during the review period and value sales results, there is a clear correlation between demand for adult incontinence products and the ageing of the Swedish population.

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