Recent Study: Incontinence in Germany

From: Fast Market Research, Inc.
Published: Mon Sep 22 2014

Incontinence in Germany showed the first signs of a slowdown in terms of growth in 2013, this being a result of the overly rapid growth of the review period, which saw a yearly increase of 8% in current value terms thanks to unchanged demographic and societal conditions. Even though there are an estimated nine million people suffering from incontinence in Germany, equating to a significant customer base and much growth potential, only around 25% of these people use the correct products and are willing to talk openly about the condition. Despite campaigns to raise awareness and lift the taboo, embarrassment and financial reasons deter many people from openly seeking support and advice about the correct usage and benefits of incontinence products, with them instead buying cheaper alternatives such as female hygiene products.

Competitive Landscape

In 2013, SCA Hygiene Products managed to gain further ground and reach a 71% retail value share of the category. The company's dominant position and further share gain can be attributed to the ongoing launch of new and improved products, large marketing campaigns for its Tena brand and other activities to improve awareness of the condition.

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Industry Prospects

The category is predicted more moderate growth over the forecast period compared to the review period. Even though the number of sufferers is expected to grow and more and more people are likely to be more willing to admit to the condition, it might still take a while for shopping for incontinence products to become as normal an activity as buying toilet paper. After all, many women are still embarrassed buying female hygiene products, which has not been a real taboo for decades. Nevertheless, over the forecast period the category is predicted a value CAGR of 3% at constant 2013 prices, down from the 6% CAGR of the review period.

Report Overview

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

The Incontinence in Germany 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

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