Sales of retail adult incontinence have continued to grow in the pandemic, partially boosted by stockpiling. Retail adult incontinence users are often in high-risk groups and are thus more likely to be self-isolating to avoid exposing themselves to the virus.
Essity retained its lead with Tena in 2021, benefitting from the launch of Tena Silhouette Noir Normal in 2020, which offers triple protection in terms of leaks, odour, and moisture (to ensure that drips and small urine leaks are locked away deep inside the pad). The product states that it is skin-friendly, dermatologically tested, perfume-free and comes in black to match underwear.
Private label ranges have also continued to expand during the pandemic thanks to heightened price-sensitivity caused by the pandemic. As well as offering lower prices, private label is starting to offer better product selections.
Over the forecast period, retail adult incontinence in Finland will continue to see growth due to the aging population. In fact, incontinence is a common health issue amongst middle-aged and mature women, with approximately one in five 25-60-year-olds suffering from the condition.
As well as age, reasons for incontinence include being overweight, pregnancy, giving birth, diabetes, and heavy drinking and smoking. These conditions will also remain drivers of sales for retail adult incontinence.
Incontinence products in Finland have historically had quite plain designs. As such, players will launch more sophisticated underwear-styles, such Tena’s Silhouette underwear, which has a stylish low waist to resemble regular pants.
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Retail Adult Incontinence
Includes a variety of protective products for different levels of bladder or bowl adult incontinence. Products with different levels of absorbency are covered, including pads, pants/protective underwear, briefs, undergarments and pant/pad systems.See All of Our Definitions
This report originates from Passport, our Retail Adult Incontinence research and analysis database.
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