German incontinence market led by SCA Hygiene Products

Press release   •   Aug 09, 2013 11:04 BST

The German incontinence market grew by 7% in 2012 to reach a value of €236 million, with the higher acceptance of products and demographic developments continuously benefit sales.

Approximately 10 million people in Germany supposedly suffer from incontinence in 2012 and according to German health organisations, these numbers will increase continuously. The demand for incontinence products increases accordingly, generating value growth of 7% in 2012.

This is mostly due to the fact that the German population is ageing rapidly and incontinence is mainly age-related; over 30% of incontinence product customers are over 80-years-old. 40% of women over the age of 60 suffer with it. But also younger people, especially women, can be affected by temporary incontinence, for example, due to the birth of a child.

The current estimated percentage of women between the ages of 25- and 35-years-old, lies around 25%. With growing understanding and acceptance, counteracting the embarrassment of buying incontinence products also leads to an increase of retail value sales.

People who are being treated medically for (heavy) incontinence can obtain their incontinence products via prescription, without or just with a low payment on their part if they so desire. However, the customer does not get to choose which product to buy.

They have to follow strict regulations from health insurance companies as to which type and brand of product to buy; low costs being the sole criteria in the selection of incontinence products, but not necessarily comfort or even quality. Because of this, a steadily growing number of people choose to self-medicate, i.e. buy their incontinence products without prescription with the goal of having a decent choice of products.

As the market is progressing, so are its products. More and more innovative means and improved products, such as different kinds of pads, pants, guards, shields etc. are available to consumers. Pants start to look more like regular underwear, thus finding greater acceptance, especially amongst female users.

SCA Hygiene Products continued to be the leader of the German incontinence market in 2012, with a value share of 71%. Key to its continuing success is mainly its Tena brand, which benefits from a very good market presence and an outstandingly positive reputation amongst consumers of all kinds (private, professional etc.).

For more information on the German incontinence market, see the latest research: German Incontinence Market

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