The global incontinence care market is valued at approximately SEK 50bn and grows by 6–7% annually.
Europe accounts for approximately 45% of the market and North America for about 30%.
Market growth is driven by a higher pace of innovation, high market penetration, an aging population, increased household incomes and growing welfare requirements. Market penetration in emerging markets is low.
Institutional care and homecare facilities account for 63% of the global market. The main focus is on supplying high-quality products combined with qualified advisory services that simplify handling procedures and reduce costs for care providers. The retail market is the fastest growing segment and accounts for 37% of the global market.