Demand for retail adult incontinence products remained strong in Spain in 2018. On the one hand, the number of elderly people and Spaniards suffering from light or moderate incontinence continued to increase.
Starting from the economic crisis of 2008, Spain fell into a negative birth rate and saw an increasing elderly population. Obesity rates also reached unprecedented high levels amongst the Spanish population.
Another main driver of the positive performance of retail adult incontinence in 2018 was the increasing availability of such products through retailers and the expansion of the product range. Manufacturers extended their offer of products, creating new formats to meet consumers’ needs, especially for light/moderate incontinence issues.
High concentration defines the competitive landscape in adult incontinence, with the leading two companies accounting for the large majority of sales in value terms in 2018. Essity alone accounted almost half of sales with its Tena brand.
With the exception of the two leaders, and Procter & Gamble and Kimberly-Clark, the rest of the competitive landscape is mainly made up of private label. Mercadona is the main private label player, thanks to its large network of stores, followed by Carrefour.
The most interesting novelty of the year came from Essity. The company focused on light/moderate adult incontinence and launched Tena Lady Pants Plus and Tena Men Active Fit Pants Plus – both were winners of the “Product of the Year” prize.
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This industry report originates from Passport, our Tissue and Hygiene market research database.