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France incontinence market: SCA Group the leading player during 2012
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PR-Inside.com: 2014-04-21 07:19:02
Tena by SCA Group occupied the dominant position in the France incontinence market with a 64% value share in 2012. This player offers a large range of products from light to moderate/heavy incontinence for women and men, under its Tena brand. Thanks to its distribution positioning (the brand is available as a regular sanitary product in hypermarkets and supermarkets); Tena gained visibility among consumers and with its expertise on the product (also supported by the image of the product available in pharmacies) the brand created great brand capital.

Incontinence represents a category where consumers recognise a correlation between the price and product quality. French consumers were ready to pay slightly more for a product in order to avoid the risk of any leak On the other hand, the retired population which represents a large percentage of consumers of incontinence products, tend to have a better economic situation despite the general economic situation that continued to deteriorate in France. They therefore continued to buy branded incontinence products, including Tena or Moli-family by Hartmann.

As the trends driving sales of incontinence as a category are of social character, the development of the category would be similar to the current trends. The ageing population is expected to continue to drive sales over the forecast period. Moreover, as consumers age they will be increasingly susceptible to incontinence problems, which will further boost the number of potential buyers over the forecast period.

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