Both light adult incontinence and moderate/heavy adult incontinence continued to see positive retail volume and current value growth in 2021. The growth in the category is underpinned by the ageing population trend in the country, with both the 40- and 65-year-old-and-over populations continuing to increase.
Essity and its Tena brand continued to dominate the landscape in 2021 with an unrivalled product offer. There were opportunities for Essity and other players to challenge the increasing efficacy of sanitary protection for light adult incontinence through product developments and innovation.
High household sustainability awareness helped to shape the purchasing decisions of consumers in Norway. Therefore, manufacturers keen to address the sustainability trend aligned with household demand.
The projected healthy growth performance of retail adult incontinence in the forecast period is aligned with existing trends in the country, including an ageing population and rising levels of obesity. The correlation between age and retail adult incontinence is expected to strengthen with the rising 40- and 65-year-old-and-over populations.
The development of retail adult incontinence products has predominantly focused on functionality and discreetness in Norway. However, the forecast period is set to see players respond to the growing organic and sustainability trends in the country.
A return to pre-pandemic work and social norms offers growth opportunities for retail adult incontinence in Norway in the forecast period. Manufacturers noted some decrease in daily consumption during the COVID-19 lockdown as restrictions on personal movement, leading to long periods spent in the home, lowered absolute usage needs for retail adult incontinence products.
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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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