Boston, MA -- (SBWIRE) -- 08/19/2014 -- Incontinence was a somewhat mature category with little development over the review period, particularly in moderate/heavy incontinence. Light incontinence witnessed strong marketing over the review period, particularly through the promotion of light products for women with LBL (light bladder leakage). However, 2013 witnessed the development within moderate/heavy incontinence take place.

Competitive Landscape:

SCA Hygiene Australasia (New Zealand) Ltd remained the incontinence leading player in 2013, with value share of 50%. The company's brand, Tena, covers both light and moderate/heavy incontinence, as well as providing segmentation into men's and women's products. Tena is distributed through both chemists/pharmacies and supermarkets. In late 2012, Tena introduced Tena Lights, a slimmer protection product within light incontinence. However, despite leading the category, the company's value share decreased by two percentage points from 2012, mainly due to the lack of innovation or significant marketing campaigns for moderate/heavy products in 2013.

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Industry Prospects:

Demand for incontinence products is expected to grow in line with the growth of the ageing population. In fact, according to Euromonitor International, the number of New Zealanders aged 65 years and over is expected to increase by 17% over the forecast period.

Report Overview:

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

The Incontinence in New Zealand 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 New Zealand?
- What are the major brands in New Zealand?
- 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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