Retail adult incontinence is expected to see dynamic growth, making it the best-performing category in tissue and hygiene in Finland over the forecast period. The increase will be fuelled by the ageing population, which will bring new customers to the category.
Growing obesity and other health factors, including temporary ones such as pregnancy, after giving birth or menopause, create the need for incontinence products. It is estimated that around 20% of 25-60 year-old women and 60% of 70 year-old women in Finland suffer from incontinence (according to the Terveyskirjasto).
Stylish and more attractive designs add dignity and appeal and make consumers feel better and more confident about using incontinence products. For instance, more feminine designs could help to draw in consumers who avoid using incontinence products although they need them.
The dominance of the Tena brand in Finland was undisputable in 2018, with only private label and domestic brand Harmony being present other than Tena. However, the profitable prospects for the category may lead to more players entering the market.
New Tena Lady Discreet was revamped to have more feminine design, microPROTEX technology for locking-in odours and moisture immediately, whilst being 20% thinner without losing absorbency. It was also marketed as kind to the skin, breathable, and designed to fit the body shape and allow movement, offering more comfort.
Several company strategies are used to boost sales in Finland. The Tena brand website, for instance, offers consumers an opportunity to order samples free, and operates its own internet store which promises discreet deliveries and includes special offers, such as Black Friday discounts of 30%.
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This industry report originates from Passport, our Tissue and Hygiene market research database.