Retail Adult Incontinence in Norway

PROSPECTS

Stigmas surrounding adult incontinence remain

Despite recent improvements in awareness and acceptance, and the high level of education of the Norwegian population, adult incontinence continues to suffer from intense stigmatisation. Information is not widely available, and public websites are limited in their offering and the general consensus is to combat adult incontinence through sport, weight loss, or improved lifestyle habits.

Unmet potential in light adult incontinence

If Tena Pants Discreet are now available in the sanitary departments of grocery retailers in Norway, they are the one and only adult incontinence item displayed outside of pharmacies. The stigmas surrounding adult incontinence still lead women with temporary incontinence due to pregnancy to favour sanitary protection such as standard towels instead of specifically designed products.

An ageing population drives value sales

The share of the population aged 65+ increased significantly in 2018 and this is set to continue over the forecast period. As age is a factor in adult incontinence, this element will likely drive needs and boost value sales.

COMPETITIVE LANDSCAPE

Essity leads retail adult incontinence

Essity is the clear leader in retail adult incontinence with its Tena brand. Its products cover all types of incontinence from light to heavy and are offered in different formats from pants to pads and disposable mattress protectors.

A channel lockdown

Retail adult incontinence products in Norway are largely sold in pharmacies (health and beauty specialist retailers) and their websites. Apart from Tena Lady, which is displayed and sold in the sanitary sections of modern grocery retailers, it is rare find retail adult incontinence products or accessories outside of pharmacies.

Limited choices, limited alternatives could lead to a duopoly

Tena and Attends are the two leading brands in retail adult incontinence in Norway, and their dominance leaves little room for other players. Hartmann ScandiCare’s Molimed and Abena’s Abri can be found in pharmacy webstores but are rarely displayed in physical outlets.

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