In 2021, retail adult incontinence continued its growth trajectory and posted current value and volume growth. This was supported by the ageing population in Germany, which continues to increase the customer base.
Adult incontinence has been a stigma for many women across the world, and Germany is no exception. Although the stigma in Germany is lower compared with less developed markets, some women still feel somewhat ashamed of recognising they are facing incontinence, and therefore prefer not to buy such products.
Essity maintained its strong lead in retail adult incontinence in both volume and value terms in 2021, with its Tena brand having become synonymous with incontinence products. The company has been investing in many promotional activities, such as a strong campaign to encourage product trials.
Retail adult incontinence is expected to continue its growth trajectory in the forecast period, mainly due to favourable demographic conditions in Germany. With an ageing population, the customer base will continue expanding, leading to volume growth.
Further new product developments are expected in the forecast period in order to drive value growth in particular. These are likely to be evident in terms of personalisation, with different colours and formats.
Both moderate/heavy and light adult incontinence show strong potential for continued growth moving forward. Within moderate/heavy incontinence, pants is set to remain the main growth driver, especially as the pants format seems to be the general trend, with reusable pants in sanitary protection, disposable pants in nappies/diapers/pants, and now pants in moderate/heavy incontinence.
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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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