SCA is the world leader in incontinence care with its global TENA brand.
Incontinence products range from large absorbent incontinence protection in a pant model to ultra-thin protective pads.
Market position
SCA’s global TENA brand is marketed in most countries with a developed consumer market, i.e. more than 90 countries.
SCA has 26% of the global market, 40% of the European market and 19% of the North American market. SCA is also the leading player in Australia, New Zealand and Latin America.
Strategy
Market leadership in developed markets will be strengthened and built up in several of the new, fast-growing markets in Eastern Europe, Asia and Latin America. SCA seeks to develop marketleading positions through continuous improvements to product range, marketing, service and concepts.
One key task is to increase understanding and acceptance among consumers for incontinence, a health problem that is often surrounded by taboos.
Most sales go to nursing institutions and care in the home. For these customer groups the main emphasis is on supplying high-quality products and qualified advisory services that improve the quality of life for the endconsumers and simplify the work and reduce the costs of the health care providers.
In the retail sector, SCA is working to increase understanding for the need of incontinence care through active information and advertising. Sales are growing at a fast pace and new products are launched continuously.
The products are increasingly discreet, easy-to-use and effective.