Retail Adult Incontinence in Germany

PRE-COVID-19 PERFORMANCE

The ageing German population ensures long-term demand

Retail adult incontinence continued to post strong current value growth in 2019, mostly due to the increasing ageing population. Although growth in the German population will continue to decelerate towards 2024, increasing life expectancy means that the 65+ age group will increase rapidly.

Light adult incontinence still growing despite being the biggest category

Light adult incontinence continued to account for the biggest value share of sales of adult incontinence in 2019. Nevertheless, the category recorded slower growth than moderate/heavy adult incontinence due to the fact that insurance companies are increasingly 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.

Essity still dominates, but Attends recording the fastest growth

Essity continued to dominate retail adult incontinence volume and value sales with its brand Tena in 2019. Its Tena brand is very much synonymous with adult incontinence products in German consumers’ minds.

2020 AND BEYOND

COVID-19 impact

Sales of retail adult incontinence are now expected to grow by almost 3% in 2020 at constant 2019 prices. This compares to the forecast rise of just over 2% at constant 2019 prices in our 2020 edition of tissue and hygiene published in February 2020 (pre-COVID-19).

Affected products within retail adult incontinence

Both light and moderate/heavy retail adult incontinence will continue to record value growth in 2020 at constant 2019 prices, with moderate/heavy products also continuing to see slightly faster growth than their light counterparts.

Recovery and opportunities

After the slight different in value growth for retail adult incontinence in 2020, the year-on-year performances in the rest of the forecast period in Germany will be identical to the rates predicted in our 2020 edition of tissue and hygiene published in February 2020 (pre-COVID-19). Steady value and volume growth will be recorded by retail adult incontinence, with moderate/heavy products showing the greater dynamism.

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