Incontinence in Belgium - New Market Study Published

In 2013 incontinence products continued to gain popularity in Belgium, along with the continued ageing of the population. Both volume and current value sales saw healthy growth, with value growth outpacing volume growth. Brands decided to tackle the taboo of incontinence with striking marketing campaigns, especially on television and via the internet. They particularly stressed the availability of adapted products. These products also became more visible in supermarkets. Thus, Belgian consumers appeared more comfortable buying incontinence products, and slowly stopped using sanitary protection products for the purpose of incontinence.

Competitive Landscape

The competitive landscape in incontinence is concentrated, with the presence of leading brands and the threat of private label. In 2013 SCA Hygiene with Tena remained the outright leader with a 66% value share. This dominance essentially relies on the quasi-monopoly of volume and value sales in mass distribution channels such as supermarkets. Over the years, Tena has also demonstrated a high ability to adapt, innovate, and respond with efficiency to the demands of the older population. As these products have only become commodities in recent years, the brand benefits from a pioneering position, which it fortifies through constant investment in research and development.

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Industry Prospects

Incontinence should never suffer too much from sluggish economic conditions, as the older population is expected to increase on a constant basis. Although a boom is no longer feasible, incontinence still represents the highest growth potential in tissue and hygiene in Belgium. The penetration rate of incontinence products was only 9% in 2013, even though one in four women suffers from urinary leakage. As such, there is scope for growth, and this could be around sex and age. In general, females under the age of 20 who experience urinary leaks tend to use pantyliners or nothing. Until the age of 30, they also favour sanitary protection products; however, after they reach 35-40 years of age, most switch to incontinence products. However, even here there is still room for growth, as for women between 50 and 60 years of age, the share of incontinence products is 20% amongst those suffering from incontinence, which means 80% continue to use sanitary protection.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Incontinence industry in Belgium 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.

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