Executive Summary

Mar 2019
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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Retail Adult Incontinence in Norway

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Overview

Discover the latest market trends and uncover sources of future market growth for the Incontinence industry in Norway with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Incontinence industry in Norway, our research will save you time and money while empowering you to make informed, profitable decisions.

The Incontinence in Norway market research report includes:

  • Analysis of key supply-side and demand trends
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Incontinence in Norway?
  • What are the major brands in Norway?
  • What are the most important channels for incontinence products?
  • How do light incontinence products perform compared to moderate/heavy incontinence products?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Tissue and Hygiene market research database.

Retail Adult Incontinence in Norway - Category analysis

HEADLINES

PROSPECTS

Stigmas surrounding adult incontinence remain
Unmet potential in light adult incontinence
An ageing population drives value sales

COMPETITIVE LANDSCAPE

Essity leads retail adult incontinence
A channel lockdown
Limited choices, limited alternatives could lead to a duopoly

CATEGORY DATA

Table 1 Sales of Retail Adult Incontinence by Category: Value 2013-2018
Table 2 Sales of Retail Adult Incontinence by Category: % Value Growth 2013-2018
Table 3 NBO Company Shares of Retail Adult Incontinence: % Value 2014-2018
Table 4 LBN Brand Shares of Retail Adult Incontinence: % Value 2015-2018
Table 5 Forecast Sales of Retail Adult Incontinence by Category: Value 2018-2023
Table 6 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2018-2023

Tissue and Hygiene in Norway - Industry Overview

EXECUTIVE SUMMARY

A mature market requires innovative marketing
Lifting taboos in retail hygiene, premiumisation in retail tissue
Metsä Tissue and Essity continue to lead tissue and hygiene
Internet retailing not yet disrupting tissue and hygiene distribution channels
A stable forecast driven by purchasing habits could be improved by marketing

MARKET INDICATORS

Table 7 Birth Rates 2013-2018
Table 8 Infant Population 2013-2018
Table 9 Female Population by Age 2013-2018
Table 10 Total Population by Age 2013-2018
Table 11 Households 2013-2018
Table 12 Forecast Infant Population 2018-2023
Table 13 Forecast Female Population by Age 2018-2023
Table 14 Forecast Total Population by Age 2018-2023
Table 15 Forecast Households 2018-2023

MARKET DATA

Table 16 Retail Sales of Tissue and Hygiene by Category: Value 2013-2018
Table 17 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2013-2018
Table 18 NBO Company Shares of Retail Tissue and Hygiene: % Value 2014-2018
Table 19 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2015-2018
Table 20 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2013-2018
Table 21 Distribution of Retail Tissue and Hygiene by Format: % Value 2013-2018
Table 22 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2018
Table 23 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2018-2023
Table 24 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2018-2023

DEFINITIONS

SOURCES

Summary 1 Research Sources