Retail Adult Incontinence in Germany

PROSPECTS

Ageing population drives sales

Germany has one of the most rapidly ageing populations in the world due to a combination of a low birth rate and increasing life expectancy, with around 21% of its population aged over 65 in 2018. As bladder weakness is often a common health problem among the elderly, the country’s ageing population has resulted in increasing demand for adult incontinence products.

Moderate/heavy adult incontinence the best performing category

Moderate/heavy adult incontinence continued to account for a smaller share of sales of adult incontinence in 2018 as these products are more likely to be covered by insurance via a doctor’s prescription. Nevertheless, the category recorded stronger growth than light adult incontinence due to the fact that insurance companies are limiting their payments for incontinence products and patients have therefore moved away from pharmacies and turned to the retail channel to obtain the products they want.

COMPETITIVE LANDSCAPE

Essity continues to dominate sales

Essity continued to dominate retail adult incontinence in 2018 thanks to the strong reputation of its Tena brand in Germany. The company benefits from an extensive product range for both men and women, offering formats from small pantyliners and larger towels to incontinence pants.

Branded products gain share thanks to innovation and premiumisation

Both Procter & Gamble and Paul Hartmann achieved a slight rise in value share in 2018, primarily as a result of product premiumisation and innovation. Procter & Gamble’s Always Discreet brand has grown in popularity thanks to a focus on attributes such as good absorbency, comfort and being ultra-thin.

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