Mid April, TENA incontinence care was launched in Moscow at a retailer conference. The Russian market for these products is promising, as 39 percent of the Russian women* face bladder weakness compared to 25 percent in Europe.
“The goal of the TENA launch event was to help retailers understand the full market potential of incontinence care, and to present TENA as a valuable partner for retailers,” explains Steven Wray, SCA Regional director personal care retail Russia and CIS.
It took almost twenty years for the retail industry to develop in the West, but only five years in the Russian Federation. “In fact, retail sales for 2008 already show that the market growth for incontinence care is faster than the growth of feminine hygiene and baby diapers,” continues Steven.
Re-launch of TENA Lady
Research shows that in Russia, as well as in other countries, the topic of incontinence is taboo. However Russian women are ready to share their knowledge about bladder weakness with other women who have a similar condition.
The packaging will be in Russian, with a compact informational brochure about incontinence and TENA products affixed onto each product pack. |
So the conference was simultaneously devoted to the re-launch of TENA Lady in the Russian Federation. The ultra thin pads assortment includes TENA Ultra Mini, TENA Mini, TENA Normal and TENA Maxi.
* The numbers apply to women aged 35 and above.
Text Konstantin C Irina More information Marina Lukanina, Internal communications manager, SCA Hygiene Products Russia (marina.lukanina @ sca.com)