Incontinence affects between 5 and 7% of the world’s population. The global market totals some SEK 60bn, and is growing at about 5% annually. Europe accounts for slightly more than 40% of the total market and North America for just under 30%. Market growth is driven by a higher pace of innovation, increasing market penetration, an aging population, rising household incomes and growing welfare requirements. Market penetration in emerging markets is low.
Institutional care and homecare account for 62% of the global market. 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 is the fastest growing segment, accounting for 38% of the global market. SCA provides support through information, advertisements and the development of products that are increasingly discreet, easy to use and effective. SCA is the global market leader in incontinence care, with sales in more than 100 countries.
SCA commands a very strong position in Europe, with a market share of some 40%.
Table
Incontinence care - global market shares | Percent |
|---|
SCA | 24 |
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Kimberly-Clark | 9 |
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First quality products | 7 |
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Unicharm | 7 |
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Others | 53 |
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Graph
Incontinence care, global market shares 2009
Table
Incontinence care - SCA sales channels, global market 2009 | Percent |
|---|
Institutional and home care | 62 |
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Retail outlets | 38 |
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Graph
Incontinence care, sales channels, global market 2009
