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Netherlands incontinence market: SCA Hygiene's TENA the key brand during 2012

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PR-Inside.com: 2014-04-18 16:13:02
SCA Hygiene remains the leading player in the Netherlands incontinence market in 2012 with its TENA brand having a 65% value at share at €16 million and 63% volume share. Both volume and value shares of Tena grew in 2012 by 2% and 4% respectively in 2012. Tena is renowned for its high quality standards both in comfort and in durability.

The so-called Baby Boom generation, born in the five years after WWII reached 60+ age, meaning an annual growing potential of 100,000 seniors in the 65+ age category in the forecast period. The number of 65+ aged people in the Netherlands was 2.7 million and is expected to increase to three million in 2015, meaning 18% share of the total population. As a consequence, incontinence became a common medical problem, with incontinence products being reimbursed by the insurance companies.

There are two major trends that will affect the incontinence market in the Netherlands in the future. The first is demographic, with the growing group of people at the age of over 65 years numbering 2.7 million in 2012, that will increase each year by 100,000 persons, meaning an annual growth of 4%. Since the live expectancy and the level of medical care are expected to increase, a progressive growth pattern is likely to develop.

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