Retail Adult Incontinence in Switzerland

PROSPECTS

Incontinence is still a taboo that will take time to address

According to different sources, including the Kantonspital Aarau (hospital in the canton of Aarau), almost half a million people in Switzerland officially suffer from incontinence. The actual number might even be higher, as many who are affected do not come forward with their condition out of a sense of embarrassment and shame.

Teaching consumers to make the right choices is significant for growth

Since prescriptions for absorbent incontinence products are mostly limited to moderate/heavy incontinence, consumers who only suffer from temporary or light incontinence are more likely to purchase products themselves. Retail current value sales in light adult incontinence therefore continued to perform better than moderate/heavy adult incontinence in 2018.

The growing selection and availability create familiarity

As the selection of products becomes more diverse, with higher levels of segmentation and differentiation, consumers’ awareness and understanding of the possibilities is also growing. With specific products not only being available for men and women, but also for different activities, daytime/night-time or wearing preferences, they have started to become a more common sight.

COMPETITIVE LANDSCAPE

Private label still accounts for a third of value sales

As a result of the high level of price-sensitivity and still inherent ignorance of many consumers with regard to adult incontinence products, private label continued to account for the majority of share in Switzerland in 2018. With limited knowledge about the differences between products, formats and brands, many consumers select the lowest-priced option.

Secure – Migros’s eco-friendly new product

With such a strong presence, it comes as no surprise that private label provider Migros was even amongst the leaders in terms of innovation in adult incontinence in 2018. With its newly launched Secure products, it offers a more sustainable solution for adult incontinence which is even FSC-certified.

Targeted product placement and advertising support the performance of Tena

The fastest value growth in 2018 was achieved by the leading brand manufacturer Essity. The company managed to increase its value sales and share, thereby maintaining its lead over its main brand competitors, such as Procter & Gamble Switzerland.

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