Boston, MA -- (SBWIRE) -- 09/17/2014 -- In 2013, growth was fuelled by increased usage of incontinence products. The category is characterised by strong recruitment potential from new consumers afraid to take the leap to buy incontinence products. Innovation and marketing efforts from key players to tone down the incontinence pathology resulted in a surge in demand and a shift away from sanitary protection. Volume growth in 2013 was faster than in the review period, in line with the ageing population.

Competitive Landscape

Tena from SCA Hygiene Products led incontinence in 2013 with a 64% value share. This player offers a large range of products in grocery retailers, as well as in other distribution channels, such as chemists/pharmacies. The brand can reach a large number of potential buyers, and benefits from strong brand loyalty, as the first player to enter the market. Its marketing efforts boosted sales in 2013, with the introduction of Lights by Tena and Tena Silhouette brands.

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Industry Prospects

The ageing population is expected to continue to drive sales in incontinence over the forecast period. Older people are increasingly susceptible to incontinence problems, which will further boost the number of potential buyers over the forecast period. Moreover, changes in consumers' lifestyles and the rising construction of retirement homes with an increasing number of residents emphasise the need for convenient protection. The development of internet retailing will stimulate demand. The penetration rate for incontinence products is estimated to be only 37%, and thus has strong potential.

Report Overview

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

The Incontinence in France 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 France?
- What are the major brands in France?
- What are the most important channels for incontinence products?
- How do light incontinence products perform compared to moderate/heavy incontinence products?

Reasons to Get this Report

- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions

Product coverage: Light Incontinence, Moderate/Heavy Incontinence.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

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