The adult incontinence market in Europe, valued at €6.8 billion in 2023, is dominated by established players like TENA and Hartmann. However, emerging brands are challenging this landscape with innovative approaches to product development, distribution, and wholesale partnerships. Understanding how different incontinence brands compare across quality, pricing, and business terms is crucial for distributors seeking competitive advantages in this growing market.
Market Landscape: Understanding the Competition
The European adult incontinence market is experiencing unprecedented growth, with demand projected to increase by 8.5% annually through 2027. This expansion is driven by demographic shifts, with over 65 million Europeans currently experiencing some form of incontinence. While traditional market leaders maintain strong positions, new opportunities exist for brands that can offer superior value propositions to wholesale distributors.
Market analysis reveals three primary segments driving growth: institutional care (hospitals, nursing homes), retail pharmacy chains, and direct-to-consumer channels. Each segment demands different product specifications, pricing structures, and service levels from suppliers.
KERA vs TENA: Product Quality and Specifications
TENA, owned by Essity, commands approximately 35% of the European market share with products manufactured across multiple facilities. Their product range includes various absorption levels, with standard products offering 2400-3200ml capacity for day use and 3000-3800ml for overnight protection.
KERA's product specifications demonstrate competitive parity in absorption performance, with day products offering 2500-2850ml capacity, standard range at 2800-3600ml, and night products reaching 3400-4300ml. All KERA products maintain CE certification and are manufactured in specialized facilities across Belgium, France, and Greece, ensuring consistent quality standards.
Absorption Technology Comparison
Independent laboratory testing reveals that both brands utilize advanced super-absorbent polymer (SAP) technology. TENA's products feature their DryFast Core technology, while KERA incorporates multi-layer absorption systems with leak-guard barriers. Clinical studies show comparable dry-skin maintenance and leakage protection across both brands' premium product lines.
A key differentiator lies in product sizing options. KERA's unique 75x90cm underpad specification addresses a significant gap in the European market, as most competitors, including TENA, focus on standard residential sizes rather than hospital-bed dimensions.
KERA vs Hartmann: Distribution and Business Models
Hartmann, the German healthcare giant with €2.1 billion annual revenue, operates through traditional distributor networks with multiple intermediary layers. Their standard terms typically require substantial minimum orders and extended payment periods, creating barriers for smaller distributors.
KERA's direct-ownership model presents a fundamental difference in approach. With direct access to brand owner Emmanuil Kokolantonakis through EASYCARE IKE distribution, partners avoid the typical corporate bureaucracy associated with multinational suppliers. This structure enables faster decision-making, customized solutions, and more flexible commercial terms.
Minimum Order Requirements
Industry standard minimum orders vary significantly. Hartmann typically requires €50,000-75,000 initial orders with ongoing quarterly commitments. KERA's MOQ structure of one 40ft HC container per quarter provides clearer planning parameters while maintaining reasonable entry barriers for serious distributors.
Incontinence Brand Comparison: Wholesale Terms
Wholesale pricing structures in the incontinence market reflect various factors including manufacturing costs, brand positioning, and distribution complexity. Market research indicates that established brands often carry premium pricing due to marketing investments and extensive sales infrastructure.
KERA's competitive positioning focuses on value optimization rather than premium pricing. The brand offers a 5% free goods bonus for new distributors during the first six months, effectively reducing initial investment risk. This approach contrasts with traditional volume-based discount structures that favor large-scale distributors.
Payment Terms Analysis
Standard industry payment terms typically favor suppliers, with many requiring 100% advance payment or restrictive credit terms. KERA's 30% deposit structure with 70% payment before loading provides a balanced approach that protects both parties while facilitating cash flow management for distributors.
Geographic Coverage and Logistics
Effective distribution networks are crucial for wholesale success in the incontinence market. TENA and Hartmann maintain extensive European logistics networks but often rely on third-party distributors for local market penetration.
KERA operates multi-warehouse distribution from strategically located facilities in Buggenhout (Belgium), Henin-Beaumont (France), and Oinofyta (Greece). This geographic spread enables efficient shipping across target markets including the UK, France, Spain, Portugal, and Italy, while maintaining direct control over inventory and delivery schedules.
Product Portfolio Comparison
Comprehensive product ranges are essential for distributors serving diverse customer needs. Market leaders typically offer 20-30 different SKUs across various product categories.
KERA's focused portfolio includes:
- KERA Pants (pull-up style, manufactured in Belgium)
- KERA Slip (tape-style diapers, manufactured in Greece)
- KERA Bed (underpads, manufactured in France and Greece)
- KERA Lady (light incontinence pads, manufactured in France)
This streamlined approach contrasts with larger competitors who maintain extensive product lines that may include slower-moving SKUs. The focused range enables better inventory management and stronger support for high-velocity products.
Market Entry and Exclusivity Terms
Territory protection remains a critical consideration for distributors investing in brand development. Many established suppliers offer non-exclusive agreements or impose restrictive exclusivity terms that limit distributor growth potential.
KERA provides exclusive territory agreements with 12-month renewable terms, allowing distributors to build sustainable businesses without concern about direct competition from other brand partners in their designated markets. This approach encourages investment in marketing and customer development activities.
Quality Assurance and Compliance
Regulatory compliance is non-negotiable in the European incontinence market. All major brands must maintain CE marking and adhere to Medical Device Regulation (MDR) requirements implemented in 2021.
KERA maintains full CE certification across all product lines, with manufacturing facilities adhering to ISO 13485 quality management standards. Regular third-party audits ensure consistent compliance with European medical device regulations, providing distributors with confidence in product quality and regulatory standing.
Innovation and Product Development
The incontinence market continues evolving with advances in materials technology, sustainability initiatives, and user-experience improvements. Market leaders invest heavily in R&D, but innovation cycles often extend 18-24 months due to corporate approval processes.
KERA's direct ownership structure enables more agile product development responses to market needs. The unique 75x90cm underpad specification exemplifies this approach, addressing a specific gap in institutional care markets that larger competitors have overlooked.
Making the Right Choice for Your Market
Selecting the optimal incontinence brand partner requires careful consideration of multiple factors beyond product quality alone. Distributors must evaluate total cost of ownership, including inventory requirements, marketing support, territory protection, and long-term growth potential.
For distributors seeking a balance of product quality, competitive pricing, and flexible business terms, KERA presents a compelling alternative to traditional market leaders. The combination of CE-certified products, direct ownership access, and exclusive territory protection creates favorable conditions for sustainable business development.
Are you ready to explore wholesale opportunities with a growing incontinence brand that prioritizes distributor success? Visit our distributor program page to learn more about partnership opportunities, or contact our team to request product samples and detailed commercial terms for your market.