Executive Summary

Mar 2019
PROSPECTS
The population is ageing

The ageing of the population is the underlying driver of retail adult incontinence. While there is latent demand for adult incontinence products across all age groups, the demand is greatest among older generations and peaks at ages above 65.

Penetration among men is low

The occurrence of incontinence is more common among women and this is reflected in product development which has traditionally been geared towards addressing the demands and needs of female consumers. However, incontinence does affect both sexes and, therefore, a growth opportunity is the purposeful targeting of the male niche.

Internet retailing offers the key to growth potential

A hindrance to the magnitude of growth rates is the stigma attached to the purchase of adult incontinence products. Incontinence is a source of embarrassment for many, to the extent that sufferers may forgo purchasing adult incontinence products in store-based outlets and be unwilling to ask store staff for advice and guidance.

COMPETITIVE LANDSCAPE
Essity dominates the competitive landscape

Essity AB is the clearly dominant player. It dominated retail adult incontinence throughout the review period, reflecting its long and established standing, and the attainment of first mover advantages and economies of scale through its Tena brand.

Tena faces no real challenge

The dominance of Essity and its Tena brand is evident from store checks. Retail adult incontinence is exclusively Tena in most grocery retailers with ICA the only grocery retailer to market private label, comprising of two products in total.

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Retail Adult Incontinence in Sweden

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Overview

Discover the latest market trends and uncover sources of future market growth for the Incontinence industry in Sweden 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 Sweden, our research will save you time and money while empowering you to make informed, profitable decisions.

The Incontinence in Sweden 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 Sweden?
  • What are the major brands in Sweden?
  • 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 Sweden - Category analysis

HEADLINES

PROSPECTS

The population is ageing
Penetration among men is low
Internet retailing offers the key to growth potential

COMPETITIVE LANDSCAPE

Essity dominates the competitive landscape
Tena faces no real challenge

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 Sweden - Industry Overview

EXECUTIVE SUMMARY

Sustainability, convenience and shifting consumption patterns characterise tissue and hygiene
Sustainability comes to the fore
The competitive environment is concentrated
Non-grocery channels make gains
Tissue and hygiene faces challenges to growth

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

SOURCES

Summary 1 Research Sources