Market Report, "Incontinence in Sweden", Published
Apart from the regulatory environment surrounding incontinence products (ie subsidies), demographic trends are the most important factors behind growth for the category. As in most European countries, Sweden is facing an ageing population. In 2011 the population aged 65+ increased by 3% and since 2006 this age group has increased by 11%. This development makes the potential consumer base for incontinence products greater each year.
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