Incontinence MARKET Incontinence comes out of the shadow marketing en charge de la produits agréables à por- LANCEMENT - LAUNCH marque Tena au sein du ter,à la fois confortables groupe Essity. Quant aux et secure. Deux nouveaux hommes, qui ne représente- leviers de développement du ALWAYS DISCREET BOUTIQUE raient que 6 % des incon- marché qui s’ajoutent aux OSE LE LOOK LINGERIE tinents, ils devaient, jusqu’à politiques d’échantillonnage ALWAYS DISCREET BOUTIQUE il y a peu, se contenter de et de promotion. Au global, DARES THE LINGERIE LOOK produits standards pas très le secteur réalise 90,3 mil- attrayants auxquels ils lions d’euros pour 104 mil- Les acteurs à la fois présents en officine et en GMS (Tena et s’identifiaient mal. L’inno- lions d’unités vendues (cumul Always Discreet) œuvrent, de toute évidence, pour une banalisation vation actuelle du secteur annuel mobile IMS, décembre du secteur. Dernière-née chez Always, la référence Always Discreet passe par les lancements, 2017) et des progressions Boutique, livrée au mois mai. Des culottes près du corps, en tailles surl’incontinence légère stables (+ 0,5 % en valeur et M et L, 6 gouttes, couleur champagne aux imprimés dentelle. et moyenne, de gammes + 0,1 %, en volume). Le mar- « C’est notre culotte la plus esthétique et la plus fine de notre dédiées aux deux sexes, les ché sous-pénétré en pharma- offre. Le cœur,en cellulose de bois et polyester, est compresséet chartes graphiques carac- cie présente un potentiel de ultra absorbant », précise Chloé Guedel, responsable marketing, en téristiques,mais aussi les croissance important. charge de la marque Always Discreet. The players present both in pharmacies and super/hypermarkets (Tena and Always Discreet) are focused on democratizing this sector. The latest addition to Always’ offering, the Always Discreet Boutique reference, was launched on the market in May. With curve-hugging contours, it is available in sizes M and L, it features a 6 droplet absorption level and comes in a rosé colour with delicate lace prints. “It is our most elastic panty and our finest offering. The core, made of wood cellulose and polyester,is compressed and features an extremely high absorption power,” explains Chloé Guedel, Marketing Manager of the Always Discreet brand. 23 they had to accept not December 2017) and stable isn’t always as simple to novelties of the range highly attractive, standard growth rates (0.5% in address by consumers and Cofiance Mobile, let us products, with which they value and 0.1% in volume). the pharmacy staff, the quote the 10 droplet could hardly identify. The There is also important laboratory offers training absorbent underwear innovation in this sector growth potential for this to pharmacists so as to available in sizes M, is currently given by the under-developed market in help them detect, approach L and XL, which have launches targeting mild pharmacies. and counsel patients the highest absorption and moderate incontinence, and increase product level on the market. A ranges specifically visibility at the point of large number of brands dedicated to the two Normalising sale. The latest initiative are fine tuning their genders, but also products incontinence of the kind: the game presence in pharmacies, that are pleasant to wear, contest “Air Confiance” such as Semesa (Marque while comfortable and On this highly aimed at “enhancing Verte) and Cline Expert secure. Two new market concentrated market, visibility in the pharmacy (Evolupharm) by setting up development drivers in Hartmann Laboratory, via a specific display specific aisles. The same addition to the sampling the manufacturer of the and prompting clients objective for Tena, market and promotion policies. Confiance range, achieves to ask for incontinence challenger and global In total, the sector 50% of the sales in this products,” explains Eric leader for incontinence achieves €90.3 million sector and is also a leader Rey, Marketing Director products, which is also for 104 million units sold in hospitals and nursing at Hartmann Laboratories. distributed in super- and (MAT according to IMS, homes. If incontinence Amongst the latest hypermarkets and aims to The Healthcare Packaging Products Magazine /Doses 712018 - April / May / June