The fact that France’s population is ageing, with the number of people over the age of 65 rising, is helping to fuel demand for retail adult incontinence products. Sales are also being boosted by an expanding consumer base due to the attraction of new customers, including younger people such as women affected by incontinence due to giving birth or heavy exercise.
A wide range of products, from large towels to lingerie type pants, is available within all retail channels. In addition, companies are focusing on new product developments to suit busy modern lifestyles and different needs and preferences.
Many consumers in France remain embarrassed about suffering from incontinence, especially younger women. As a result, internet retailing is growing in popularity as a distribution channel in this area as it offers anonymity for consumers, as well as convenience, thus being set to benefit from consumers’ busy lifestyles.
Essity, which offers the popular Tena brand, is developing thinner and more discreet products adapted to the needs and preferences of different types of consumers. Tena focuses on offering increased personalisation and ergonomic design within different areas.
Private label players are benefiting from growing demand as they are well positioned and offer an increasing range of products and competitive prices. Challengers Procter & Gamble, with Always Discreet, and Kimberly-Clark, with Depend, continue to gain visibility among mass retailers and are thus attracting more consumers.
Paul Hartmann recently launched its men’s range and is now trying to consolidate its partnership with the pharmacy channel. The company is organising an every day delivery service to help pharmacies manage stock control and focus on more personal customer service.
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This industry report originates from Passport, our Tissue and Hygiene market research database.