The global market for incontinence products is valued at some SEK 70bn, and is growing at about 5% annually.
Incontinence, which is classed as a disease by the World Health Organization (WHO), affects 5–7% of the world’s population. Many indicators point to the proportion of people affected increasing on a global scale as a result of an aging population and a higher proportion of overweight people. The occurrence of incontinence is three times more common among women than men and calculations show that one-fourth of the world’s women aged over 35, at some time in life will be affected. Market penetration is generally low for incontinence care, particularly among men. Only 20% of all men with incontinence use care products that are available in the market.
Institutional care and homecare account for 60% of the global market for incontinence products. Here, 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 accounts for approximately 40% of the global market.
SCA is the world leader in incontinence products through its global brand TENA, which has annual sales in excess of SEK 10bn.
In 2012, SCA’s global market share in incontinence products was about 25% and its market shares in Europe, North America and Asia (excluding Japan) were 41%, 17% and approximately 20%, respectively.
SCA prioritizes high growth in all segments, strengthened global market leadership and a continued focus on building leading positions in Eastern Europe, Russia, Asia, the Middle East and Latin America.
China is a market with low penetration and an aging population with high growth potential for incontinence products. Over the past three years, SCA has trained 6,500 nurses from more than 1,000 hospitals in a number of cities throughout the country. The response has been very positive and, in 2012, about 1,000 nursing assistants and more than 1,000 managers of care institutions received training.
In 2012, SCA expanded its range with two innovative products in the category by acquiring two companies in Europe. The first of these is a test for early detection of urinary tract infections that is placed in the incontinence product and the second is disposable wash gloves. These products enhance patient care and save time and resources for patients and care providers.
Since in many parts of the world, incontinence is surrounded by a social taboo, it is crucial to raise awareness and acceptance of the disease. SCA is endeavoring to break this taboo by providing information and through marketing activities, training and global forums.
In five years, the population of the world over the age of 60 is estimated to pass the one billion mark. The fact that the world’s elderly population has never been as large provides SCA with a sound basis on which to grow in incontinence products. The TENA brand has large growth potential thanks to an aging population and low market penetration. In Europe, the degree of penetration is only 37%, while it is lower than 5% in emerging markets.
For the retail trade, SCA works with information, advertising and the development of increasingly discrete, comfortable, easy-to-use and effective products, always with the customer and consumer benefits in mind.