Newly released market study: Incontinence in Estonia

Sales of incontinence products improved in 2014 due to greater awareness of incontinence issues and willingness to find help. However, the usage of incontinence products was not yet at its capacity. According to a survey conducted in 2013 in Baltic and Scandinavian countries among men over 55 years, 12% of respondents used toilet tissue for incontinence issues and only 8% used incontinence products. 76% of respondents who faced incontinence problems did not use any products.

Competitive Landscape

SCA Hygiene Products continued to dominate incontinence sales in Estonia with retail value share of 72% in 2014. The company offers Tena brand, which has a wide product portfolio providing various types for both female and male consumers. Another notable player was Paul Hartmann with Molimed incontinence brand, with a retail value share of 26% in 2014. The player is less popular than SCA Hygiene Products since its products are sold primarily in pharmacies only while SCA Hygiene Products’ Tena brand is also available in supermarkets and hypermarkets.

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Industry Prospects

Rising awareness will encourage more Estonians who are struggling with incontinence issues to find a solution. Consumption of incontinence products is therefore expected to increase in forecast period. In addition, the potential consumer base will grow as the population of Estonians over 65 years old will grow from 222,000 in 2014 to 231,000 in 2019. Moreover, awareness will be greater among men since, due to embarrassment, men avoid finding help for their issues. Nevertheless, incontinence will remain an embarrassing medical condition and will continue not being a topic of discussion in public in the forecast period.

Report Overview

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

The Incontinence in Estonia 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 Estonia?
* What are the major brands in Estonia?

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