Home / Knowledge / News / Apparel/Garments / TENA debuts new niche innerwear in adult incontinence
TENA debuts new niche innerwear in adult incontinence
06
May '11
As from April Svenska Cellulosa Aktiebolaget SCA TENA brand will launch one of its most important innovations as of yet – the gender specific pant. TENA will then pave way for an entirely new niche in the Adult Incontinence Care Market, Protective Underwear, which will make life a lot easier for its consumers.

“It is a totally new approach to the category. We will be first in Europe to introduce this concept to the market”, says Katrin Rosenbichler, European marketing manager at SCA. “The launch of new gender-specific TENA Protective Underwear will clearly differentiate us from our competitors.”

More like a piece of underwear

The product is more like a piece of underwear than a diaper. It has a design print, it is less bulky with a new, soft material and products are made to fit the different body shapes of women versus men. The barrier to use this kind of incontinence product has decreased.

Women who need more protection but that are using pads today are more likely to start using the new Protective Underwear than traditional pants. New protective Underwear has proven to be able to change women's perception of the pants category and there will be pants resembling men's underwear that will make it more natural for men to use them instead of women's purpose made pads.

Biggest innovation for incontinence pants

“We did studies, focus groups and one-to-one interviews across Europe in order to test different ideas”, says Katrin who is expecting a successful launch as from March this year. In several major markets the new TENA offer will be in the store shelves, like France, UK, Germany and Greece.

Svenska Cellulosa Aktiebolaget - SCA


Must ReadView All

India’s WPI inflation for textiles up 0.3% in Nov 2017

Textiles | On 14th Dec 2017

India’s WPI inflation for textiles up 0.3% in Nov 2017

India’s annual rate of inflation, based on monthly wholesale price...

Cambodia’s economic growth to remain strong in 2017 & 2018

Apparel/Garments | On 14th Dec 2017

Cambodia’s economic growth to remain strong in 2017 & 2018

Cambodia’s economy is expected to grow at 6.9 per cent and 6.8 per...

2 garment factories to be set up in Jordan’s Arjan, Souf

Apparel/Garments | On 14th Dec 2017

2 garment factories to be set up in Jordan’s Arjan, Souf

Jordanian Prime Minister Hani Mulki recently laid the foundation...

Interviews View All

Akash Khetan
Narayan Tex Fab

I find it hard to find professionals in Surat

Angelina Francesca Cheang
MY ANJE

'Consumers in the age-group 21 to 38 are driving the activewear trend'

Frank Gossmann
Rotorcraft AG

‘RT3 motto is: Do not check millimetres, check colours.’

Erik Sy

Manila-based CustomThread is a start-up offering premium custom apparel...

Ravindra Jain, Ashish Baid

Oswal Prints Private Limited has been manufacturing and exporting ethnic...

Nitesh Mittal

Kusumgar Corporates is a leading manufacturer of technical textiles and...

Kai Poehler
Voith Paper GmbH & Co. KG

The glass mat industry is growing by five to eight per cent annually. Kai...

Eric Scholler
Groz-Beckert

The Indian market has huge potential in technical textiles, and by far,...

Kevin Nelson
TissueGen

Kevin Nelson, Chief Scientific Officer, TissueGen discusses the growing...

Karan Arora
Karan Arora

Bridal couture created with rich Indian heritage, exquisite craftsmanship...

Madhu Jain
Madhu Jain

She grew up in the walled city of Old Delhi, completed her studies, and...

Sonam & Paras Modi
SVA

Sonam and Paras Modi's Sva Couture is synonymous with head-turning...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


editorial@fibre2fashion.com

Letter To Editor






(Max. 8000 char.)

Search Companies





SEARCH

December 2017

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.

news category


Related Categories:

Planning to Take the Leap towards
Sustainability?

Do you see sustainability as a route to business growth?

Yes No

Do you think the sustainability space has the needed tools and resources available for a business to lead change?

Yes No

Active Poll

Do you see sustainability as a route to business growth?

Yes
69.6%
No
12.0%
Skip
18.5%

Total Votes: 92

Do you think adopting a sustainable approach will be a profitable move for your business?

Yes No

Active Poll

Do you think the sustainability space has the needed tools and resources available for a business to lead change?

Yes
62.0%
No
30.4%
Skip
7.6%

Total Votes: 92

Do you want the world to know about your sustainability journey and your business’ environmental footprint?

Yes No

Active Poll

Do you think adopting a sustainable approach will be a profitable move for your business?

Yes
87.0%
No
9.8%
Skip
3.3%

Total Votes: 92

Thanks for your valuable feedback. Claim your free latest sustainability e-book.

Active Poll

Do you want the world to know about your sustainability journey and your business’ environmental footprint?

Yes
81.5%
No
8.7%
Skip
9.8%

Total Votes: 92


E-News Insight
Subscribe Today and Get the
Latest News Update in Your Mail Box.
Advanced Search