Market Report, "Incontinence in Denmark", Published
The ageing of the Danish population remained the key driver of incontinence products in 2011 as it is leading to a natural surge in demand. Like most European countries Denmark is facing the challenges of an older population. In 2011, the population aged 65+ increased by almost 2%, while over the entire review period it grew by almost 8%. Ageing consumers increasingly view incontinence as an annoying rather than a shameful condition, thus reducing the taboo surrounding incontinence products.
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