Adult Incontinence in the Netherlands

TRENDS

Retail sales of adult incontinence recorded a further year of healthy growth of 4% in both current value and volume terms in 2016. This confirms the position of adult incontinence in tissue and hygiene in the Netherlands as the strongest performing category. The good development displayed by adult incontinence is predominantly a consequence of favourable demographic shifts. While in 2001 only 14% of the entire Dutch population was older than 65 years – which continues to be the key target population for sales of adult incontinence, especially for moderate/heavy products – this group had grown to 18% in 2016 to total three million people.

COMPETITIVE LANDSCAPE

SCA Hygiene Products remained as the unchallenged leading player of adult incontinence, registering a value share of 65% in 2016. The company’s Tena brand is the single most recognised adult incontinence product in the Netherlands. Tena is not only sold through drugstores/parapharmacies and chemists/pharmacies; it is also the most widely available brand in the expanding channel of grocery retailers.

PROSPECTS

Adult incontinence is expected to record a value CAGR of 3% at constant 2016 prices over the forecast period. Value sales will continue to be driven by strong volume increases, as the Dutch population aged 65 years or older is projected to continue rising. By 2021, the population aged 65+ in the Netherlands is likely to climb to 3.49 million, which represents an increase of almost half a million between 2015 and 2021.

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