Boston, MA -- (ReleaseWire) -- 06/11/2014 -- Both Industria Papelera and Kimberly-Clark continued with their efforts to improve the level of awareness of those suffering from incontinence, especially women, of the benefits of using specifically designed products to address incontinence instead of the less expensive option such as sanitary protection or cotton wool. The two companies have separate specific web pages to inform consumers about urinary incontinence and also run (not very frequent) advertisements in the media in support of their incontinence products.
In 2013, Kimberly-Clark Uruguay SA continued to lead incontinence with 34% value share, followed by Industria Papelera Uruguay (25%) and Ricardo Piffaretti (25%). Domestic player Sagrin with sales declining over the review period held on to 14% value share ranking fourth overall in 2013. The top three companies have loyal customer bases and handle very similar portfolios with a wide product offer especially for moderate/heavy incontinence, the larger of the two categories.
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International companies and brands are expected to improve their combined participation in the category as local companies such as Sagrin and smaller manufacturers of adult diapers are not predicted to have the resources to maintain the pace in the improvement of incontinence products.
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