Executive Summary

Mar 2019
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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Retail Adult Incontinence in Switzerland

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Overview

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

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

HEADLINES

PROSPECTS

Incontinence is still a taboo that will take time to address
Teaching consumers to make the right choices is significant for growth
The growing selection and availability create familiarity

COMPETITIVE LANDSCAPE

Private label still accounts for a third of value sales
Secure – Migros’s eco-friendly new product
Targeted product placement and advertising support the performance of Tena

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 Switzerland - Industry Overview

EXECUTIVE SUMMARY

Convenience leads to growth despite maturity
Eco-friendliness – a curse or a blessing?
The competitive landscape remains challenging, especially for small players
Cross-border shopping still features in tissue and hygiene
Further growth to come, due to active communications from manufacturers

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