Incontinence in the Netherlands - New Market Report

Incontinence continued to register a positive performance in both volume and current value terms in 2014. The taboo about incontinence products is slowly eroding, and this helped the category to achieve strong growth. The increase in the number of consumers aged over 50 was also a major factor, as this change in demographics was a major driver of growth. Another factor contributing to the positive performance of this category was increased awareness about incontinence problems. The main manufacturers are working hard to inform the public about this problem and what solutions are on offer. As consumers were better informed, they were also more likely to buy incontinence products.

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Competitive Landscape

Incontinence is mainly dominated by international brands such as Tena, Depend and Always. In addition, most domestic brands are owned by international companies. SCA Hygiene Products was the leading company in incontinence in 2014, holding a dominant value share of 65%. Within incontinence, trust in the brand is even more important than it is in other categories. Should a product not meet the best quality standards, consumers run the risk of suffering major embarrassment. This is the major reason why the well-known and trusted brand Tena from SCA leads incontinence.

Industry Prospects

When comparing the forecast period with the review period, it is expected that growth rates in the forecast period are expected to be lower. The ongoing demographic changes in Dutch society are expected to be a major driver of the healthy growth of incontinence. The further education of both consumers and formal and informal care-givers is also likely to lead to further growth. However, the category is expected to enter a new phase in its development. As it will be more mature, the growth rates will be lower than during the review period. During the review period the category was in its early stages of its development, which meant that it was easier to attract new consumers than it will be in the future.

Report Overview

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

The Incontinence in Netherlands market research report includes:

* Analysis of key supply-side and demand trends
* Historic volumes and values, company and brand market shares

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