Market - Incontinence care

Incontinence affects 5–7% of the world’s population. The global market for incontinence products totals some SEK 60bn, and is growing at about 5% annually. Europe accounts for just less than 40% of the total market, North America for slightly more than 20% and Asia for just under 30%.

 SCA markets incontinence products in over 100 countries and is the world leader in the product segment through its global brand TENA with annual sales in excess of EUR 1bn.

In 2011, SCA’s global market share in incontinence products was 25% and its market shares in Europe and North America were 41% and 20%, respectively. During the year, SCA has strengthened its market positions through a widened and improved product offering.

SCA prioritise high growth in all segments with strengthened global market leadership and continued strengthening of leading positions in Eastern Europe, Russia, Asia, the Middle East and Latin America. China is a market with low penetration and favourable demographic conditions with immense growth potential for incontinence care. In 2011, work continued in China with the extensive educational programme focussed on incontinence issues. The aim of the programme is to increase awareness and penetration. The programme started in 2009 and since then has been implemented at close to 1,100 hospitals and included more than 6,000 nurses.

During the year, SCA established operations in Turkey and Brazil thus creating a sound platform for continued growth in these two strategically important emerging markets.

SCA works with information, advertising and the development of increasingly discrete, easilyused and effective products for the retail trade.

Print Add to PDF basket View PDF basket