Retail Adult Incontinence in Norway

PRE-COVID-19 PERFORMANCE

Demographics and rising obesity drive growth in retail adult incontinence in 2019, aided by reduced stigma

Retail adult incontinence maintained strong value and volume growth in 2019, driven largely by population ageing and rising obesity levels. The number of people aged 65+ in Norway continued to grow in 2019, with consistent growth expected throughout the forecast period.

Greater retail availability in 2019 but Rx/reimbursement adult incontinence challenges future growth

Retail adult incontinence saw enhanced retail availability and distribution in 2019. This was reflected in its greater share of shelf space in grocery retailers.

Essity leads due to brand strength and unmatched product offering in 2019

Essity was the leading player in retail adult incontinence in 2019 with its Tena brand. Its comprehensive product range is unrivalled and covers all types of incontinence from light to heavy and includes different formats, from pants to pads and disposable mattress protectors.

2020 AND BEYOND

COVID-19 impact

Sales of retail adult incontinence are now expected to grow by 6% in 2019 constant value terms in 2020 overall in light of the impact of COVID-19. This is unchanged from the 6% rise forecast in 2019 constant value terms in our 2020 edition of tissue and hygiene published in February 2020 (pre-COVID-19).

Affected products within retail adult incontinence

Value growth is expected for both light adult incontinence and moderate/heavy adult incontinence in 2020 in the wake of the COVID-19 pandemic, with the strongest growth forecast for moderate/heavy adult incontinence. With some elderly users likely to be avoiding healthcare settings, this is likely to increase demand for these products at home.

Recovery and opportunities

Retail adult incontinence is expected to perform well over the forecast period sustained largely by Norway’s long-term population ageing and rising obesity trends. Little to no disruption in sales growth is expected as the COVID-19 pandemic recedes, with consistent growth expected in both light adult incontinence and moderate/heavy adult incontinence throughout the forecast period.

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