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TENA

TENA is a leading global in incontinence care, specializing in products and solutions for managing bladder weakness, , and continence needs for men, women, and all ages. Owned by , a prominent and company, TENA offers a comprehensive range of absorbent products, skincare items, and technologies designed for both individual consumers and healthcare professionals. With origins tracing back over 60 years to the early when its parent entity, then Mölnlycke, developed the first disposable diapers and , TENA was officially registered as a brand in 1983. The operates in more than 90 and is trusted by millions worldwide, holding the position of the number one incontinence brand globally by retail value . TENA's product portfolio includes items such as incontinence pads, protective underwear, washable absorbent pants, and specialized solutions like Lights by TENA for light incontinence, alongside services like webshops providing education and direct ordering. 's incontinence division, led by TENA, is the global market leader, with the brand achieving annual exceeding one billion USD as of and a of approximately 16% as of 2022. In addition to product innovation, TENA emphasizes , having achieved 100% certified sustainable fiber sourcing in 2022 and 77% recyclable packaging as of 2025, with commitments to 85% recyclable packaging by the end of 2025 and a 33% reduction in environmental footprint by 2030. The brand has evolved through decades of research, introducing advancements like upgraded logos and new product lines to address diverse user needs while maintaining its focus on , comfort, and in continence management.

Overview

Brand Description

TENA is a Swedish-origin brand specializing in absorbent products designed for managing adult urinary and . As a leading provider in continence care, it focuses on empowering users to maintain confidence and an active lifestyle through discreet and effective solutions. The core product lineup includes disposable pads, protective underwear, and diapers, all engineered for superior discretion, odor neutralization, and skin protection. These items feature advanced elements such as targeted absorbent zones for anatomical fit, rapid absorption cores that lock away moisture to promote dryness, and , breathable materials to minimize irritation and support skin health. Recent innovations include the launch of TENA ProSkin Pants for enhanced absorption and . Evolving from early disposable innovations in the , TENA's designs prioritize user comfort and functionality without compromising on everyday wearability. TENA primarily targets adults experiencing weakness, encompassing a range of demographics including women recovering from , men following surgery, and elderly individuals facing age-related incontinence challenges. By addressing these needs with tailored, reliable protection, the brand supports diverse users in navigating incontinence with dignity and ease.

Market Position

TENA holds the position of the leading brand in the global incontinence market, with a of 16.4% by retail value as of 2022. This dominance is particularly evident in absorbent products such as and , where TENA outperforms key competitors in overall global sales volume and brand recognition. The global adult incontinence market reached approximately $15.0 billion in revenue in 2025, driven primarily by the aging global population and rising awareness of issues. Demographic shifts, including an increase in individuals over 65 who are more prone to , account for a significant portion of this growth, alongside reduced and greater public education on managing incontinence discreetly. The market is expected to expand at a (CAGR) of approximately 3.7% through 2030, fueled by these factors and innovations in product . TENA differentiates itself through over 60 years of expertise in , emphasizing user and in daily activities. This focus manifests in product designs that prioritize comfort and discretion, helping users maintain an active without . In the competitive landscape, TENA competes closely with brands like Depend from , which holds a strong position in but trails globally in retail market share for absorbent incontinence products. Both brands offer extensive product ranges, including protective underwear and guards tailored for men and women, and have invested in campaigns to reduce around incontinence, such as Depend's "Underawareness" initiative and TENA's educational surveys on emotional impacts. However, TENA's broader international presence and emphasis on institutional sales give it an edge in emerging markets.

History

Origins in Mölnlycke

Mölnlycke, a company originally founded in 1849 as a textile manufacturer, began innovating in disposable hygiene products during the early , initially focusing on diapers and for before extending these technologies to applications for incontinent adults. This shift addressed growing needs for hygienic, single-use solutions amid post-war advancements in and healthcare. In the 1960s and 1970s, Mölnlycke achieved key technological breakthroughs in absorbent core materials, utilizing cellulose-based fibers to enhance liquid retention and dryness, alongside the development of leak-proof barriers to prevent overflow and improve user comfort. These innovations built on earlier medical expertise, enabling more effective management of bodily fluids in both pediatric and emerging adult care contexts. The company's trajectory changed significantly in 1975 when it was acquired by Svenska Cellulosa Aktiebolaget (SCA), a Swedish forest products firm, which provided resources to scale production and deepen research into adult hygiene solutions. This acquisition marked SCA's entry into consumer hygiene, leveraging Mölnlycke's capabilities to broaden the scope from institutional to broader market applications. Prior to widespread consumer adoption, Mölnlycke's products emphasized medical-grade standards, primarily supplying hospitals with disposable items like swabs, dressings, and early incontinence aids designed for clinical efficacy and infection control. This hospital-centric focus laid the groundwork for later adaptations toward everyday personal use, prioritizing reliability in high-stakes environments.

Launch and Early Growth

The TENA brand was registered in 1983 as a dedicated line for adult incontinence products under , following SCA's acquisition of the company in 1975. Early product introductions focused on slim pads and protective underwear designed for light to moderate incontinence, emphasizing discretion and comfort through absorbent materials. In the 1980s, TENA expanded across key European markets, capitalizing on SCA's growing hygiene division to build a strong regional presence. This was followed by entry into North American markets in 2005, as SCA intensified global promotion of the brand to meet rising demand for incontinence solutions. Concurrently, the company ramped up R&D investments to incorporate odor-neutralizing technologies and skin-friendly materials, addressing key user concerns about hygiene and irritation. Overcoming the of incontinence proved a major challenge; TENA responded with educational initiatives and frank advertising campaigns in the 1990s and 2000s, pioneering open discussions to foster acceptance and empower users.

Integration with

In 2017, () spun off its hygiene and health division to form , a standalone company focused exclusively on hygiene products, with TENA established as one of its flagship brands alongside Tork and . This separation allowed to prioritize hygiene innovation and global expansion, listing on in June 2017 and enabling targeted investments in its core portfolio. Post-spin-off, shifted strategically toward , committing to net-zero across its by 2050, a goal validated by the . For TENA, this included targeting 100% FSC- or PEFC-certified fresh wood fibers in absorbent products, achieving 97% in 2022 and 99% in 2024, and developing plastic-reduced packaging with up to 60% sustainable content. Concurrently, enhanced digital offerings for TENA, launching tools like the TENA SmartCare Sensor—a reusable device that monitors fullness in real-time—and companion apps for tracking urine saturation and care planning to support continence management. A key branding event in 2019 was TENA's logo redesign, the first in 20 years, commissioned by to modernize the visual identity, broaden appeal to diverse consumers, and emphasize themes of and . Under , TENA benefited from expanded global R&D infrastructure, including the establishment of new centers such as the 2024 facility in , , dedicated to tissue and hygiene innovations, complementing existing sites in , , the , and . operations were strengthened through digital transformations, including partnerships for machine health monitoring to optimize manufacturing efficiency and reduce environmental impact across TENA production.

Products

Incontinence Solutions for Women

TENA offers a specialized range of incontinence products designed exclusively for women, addressing light to heavy weakness through discreet liners, absorbent pads, and pull-up style . These products incorporate anatomical shaping to conform to the body, providing a close and comfortable fit that minimizes bunching during movement. For instance, TENA Intimates Liners are tailored for light leaks, offering thin, flexible protection that adheres securely to , while TENA ProSkin Ultimate Pads target moderate needs with a longer design for enhanced coverage. A core feature across TENA's women's lineup is Triple Protection, which safeguards against leaks, urine odor, and skin wetness to promote dryness and irritation prevention. This is achieved through super-absorbent cores that lock away moisture and Odor Control technology, which neutralizes odors for all-day freshness. Additionally, materials like ConfioAir® 100% Breathable Technology allow airflow to maintain natural skin moisture balance, while dermatologically tested, pH-balanced in products such as TENA Sensitive Care Extra Coverage Moderate Pads support skin health with a SkinComfort . Pull-up options, including TENA ProSkin Protective and TENA Stylish Super Plus, feature elastic panels and waistbands that mimic regular underwear for discreet mobility and a body-close fit. These solutions target key life stages and activities where women commonly experience weakness. In postpartum recovery, TENA products help manage weakening from by providing reliable dryness and confidence during healing, with liners and pads recommended for occasional leaks. For menopause-related issues, such as urgency and leakage from reduced levels, discreet liners offer targeted support to handle genitourinary syndrome symptoms. In senior years, styles address mixed and mobility challenges, ensuring dignity and protection for heavier needs. Active lifestyles are supported by that looks and feels like everyday apparel, enabling participation in exercise or daily routines without compromise. Innovations in TENA's women's products emphasize enhanced mobility and skin care, such as curved leg elastics in protective underwear for better leak containment during movement, and elastic panels in pull-up designs that allow easy on-and-off functionality while maintaining security. Breathable innovations like ConfioAir® reduce the risk of skin irritation by promoting airflow, setting these products apart in long-term wear scenarios.

Incontinence Solutions for Men

TENA offers a range of incontinence products specifically designed for men, addressing urinary leakage with adaptations to male anatomy for comfort and . These products include guards and shields for lighter needs, pull-on for moderate , and tabbed briefs for heavier incontinence, all featuring targeted absorption and secure fits to support active lifestyles. The product varieties cater to different levels of incontinence severity. Guards and shields, such as the TENA Men Level 1 Shields for light leakage, Level 2 Guards for moderate needs, and Level 3 Guards for heavy absorption, are insertable pads with adhesive strips that secure into regular . For more substantial , TENA Men Super Plus Underwear provides pull-on style with built-in padding, resembling everyday boxers, while TENA ProSkin Super Briefs offer slip-on tabbed designs for maximum coverage during extended wear or nighttime use. Design specifics emphasize male physiology, including cup-shaped pouches for a contoured fit around the genitals to prevent shifting, frontal absorption zones that target flow, and quick-dry topsheets paired with Dry-Fast Cores to wick rapidly and reduce skin irritation. Breathable materials like ConfioAir technology in options promote airflow, while ergonomic shapes and elastic edges ensure a snug, non-bunching fit during movement. These solutions are commonly used for post-prostatectomy recovery, where surgical procedures like removal can lead to temporary or ongoing , as well as age-related issues such as enlarged or weakened muscles in men over 40. They enable dignified daily wear, supporting activities from work to exercise without compromising confidence or mobility. Key differentiators include slim profiles in guards and shields that remain undetectable under clothing, advanced odor-neutralizing layers for freshness, and overall triple protection against leaks, wetness, and smell to enhance user comfort over extended periods.

Additional Offerings

TENA offers a dedicated skincare line under the ProSkin brand to support skin health in individuals managing incontinence, addressing risks such as irritation and breakdown from prolonged moisture exposure. The ProSkin range includes barrier creams that form a protective layer against urine and stool, preventing chafing and promoting skin recovery; cleansing creams, available in fragrance-free and scented variants, that gently remove residues while moisturizing fragile aging skin; and body washes combined with shampoos for daily hygiene routines. These products are formulated for sensitive skin and endorsed by the Skin Health Alliance for their efficacy in incontinence care. Complementing the skincare offerings, TENA provides practical accessories to enhance protection and convenience in daily incontinence . Disposable bed protectors, such as the TENA Extra underpads, feature absorbent cores with waterproof backings to shield mattresses, chairs, and other surfaces from leaks while reducing odors and . Booster pads, including the TENA Heavy Absorbency Long Pad, offer additional layers of absorbency that can be inserted into primary products for heavier needs, ensuring extended dryness without bulk. TENA incorporates digital tools to assist users and in monitoring and managing more effectively. The TENA SmartCare Change Indicator is a reusable that attaches to absorbent products to monitor saturation levels, alerting via app notifications when a change is needed to maintain integrity. The TENA SmartCare Family Care App further supports shared caregiving by offering resources for tracking habits and coordinating care among family members, available on and platforms. Tools like TENA SmartCare Identifi enable continence assessments by logging voiding patterns over 72 hours for personalized advice. Sustainability is integrated into TENA's additional offerings through initiatives like the TENA Protects , which emphasizes eco-friendly materials and packaging. Product packaging is designed to be 100% recyclable, incorporating up to 85% renewable or recycled content, including post-consumer recycled plastics starting in 2024. Select items utilize plant-based plastics, with some absorbent cores containing up to 20% renewable plant-based materials derived from sustainable sources, reducing reliance on fossil-based components while maintaining performance. As of 2025, TENA products in use certified renewable electricity and PEFC-certified pulp. These efforts align with Essity's broader goals for practices in hygiene products.

Marketing and Branding

Advertising Campaigns

TENA's advertising has undergone a significant evolution since the brand's inception in the 1980s, initially emphasizing a clinical, medical image targeted at elderly consumers through discreet, one-to-one marketing approaches that avoided public discussion of incontinence. By the 2000s, the strategy shifted toward empowerment messaging, promoting confidence and active lifestyles for women experiencing bladder weakness, moving away from stigma-laden portrayals to inspire a sense of normalcy and femininity. This transition reflected broader efforts to reposition TENA from a medical necessity to a lifestyle brand, with campaigns drawing inspiration from empowerment narratives similar to those challenging gender stereotypes, such as reframing "weakness" as strength. Key campaigns in this vein include the longstanding "TENA Lady" series, which debuted in the early and featured women engaging in everyday active pursuits like dancing or exercising, underscoring discreet protection that enables unrestricted living. In the 2010s, digital-focused efforts targeted younger demographics dealing with weakness post-pregnancy or during perimenopause, such as the 2015 "Keep Being a " TV spot depicting midlife women enjoying social outings without interruption, and the 2013 product naming initiative using terms like "Stylish" and "Active" to normalize incontinence as part of dynamic lifestyles. These were complemented by the 2020 "#Ageless" campaign, which addressed intimacy and aging through provocative visuals of women over 50, challenging ageist tropes and expanding the conversation around . TENA's media strategies have diversified across TV commercials, out-of-home billboards, and platforms, often leveraging bold visuals and real-user testimonials to foster relatability. In the digital era, the brand incorporated influencer partnerships and targeted online ads to reach younger audiences, while collaborating with health organizations like the on Gender in Media for the "#Ageless" initiative to combat and promote intergenerational dialogue on incontinence. High-impact activations, such as the 2020 Oxford Street takeover proclaiming "Secret’s Out – 1 in 3 women have incontinence," combined with advertising to spark public conversations. These stigma-breaking narratives have driven measurable increases in and trust, with the "#Ageless" platform reaching 152.6 million people globally and improving perceptions of TENA as a , empowering choice across key metrics. The launch in , featuring black incontinence underwear as a stylish essential, resulted in over 300% growth in UK website visits and helped maintain category leadership by slowing competitor gains. By normalizing discussions of weakness worldwide, these efforts have reinforced TENA's position. In June 2025, TENA launched a global campaign created by AMV BBDO to challenge negative stereotypes and stigmas surrounding leaks, emphasizing empowerment and open dialogue. Additionally, in September 2025, the brand initiated a to address bladder leaks affecting women in sports, advocating for better support and awareness.

Partnerships and Initiatives

TENA has engaged in several sports partnerships to promote awareness of bladder weakness, particularly among athletes. In 2025, the brand became the official partner of the German Handball Federation (DHB), focusing on addressing incontinence issues faced by handball players and breaking associated stigmas through targeted campaigns and resources. The company collaborates with health organizations to advance education and support for incontinence management. TENA partners with Bladder and Bowel UK (now known as Bladder Health UK) on national awareness campaigns that highlight bladder and bowel health challenges, aiming to empower individuals through information and destigmatization efforts. Additionally, TENA participates in Bladder Health UK's annual conferences for healthcare professionals, contributing to discussions on innovative continence care solutions and future-oriented research. Recent partnerships include a 2024 collaboration with UK to raise awareness of male incontinence as a of treatment, and with MUTU to support postpartum pelvic through combined product and exercise solutions. As part of its , TENA emphasizes and global accessibility to enhance . Through the TENA Protects Program, launched to minimize environmental impact, the brand has reduced the of its products by optimizing raw materials, manufacturing, and packaging since 2008. Specific initiatives include transitioning products like TENA Lights Sensitive Pads to paper-based packaging and developing plastic-free wet wipes to cut down on single-use plastics. , TENA's parent company, supports broader access to solutions in emerging markets by promoting and handwashing programs aligned with UN , ensuring adaptable products for diverse waste management systems worldwide. TENA's community efforts include events and digital tools developed in collaboration with medical experts to provide practical support. The brand actively backs World Continence Week, an annual global initiative to raise incontinence awareness and improve quality of life for affected individuals. For user assistance, TENA has created apps like the TENA SmartCare Family Care App and , which track product usage and fullness to aid and prevent leaks, with innovations recognized by organizations for their clinical utility.

Global Presence

Key Markets

TENA maintains a strong presence in , where it holds market leadership in incontinence products retail, with key operational hubs in (the brand's origin and Essity's headquarters), the , and . In , particularly the , TENA ranks as the fourth-largest player in the incontinence retail segment, emphasizing retail partnerships to expand accessibility. The region represents a growth area for TENA, with established operations in countries such as , , and —the latter being one of Essity's largest overall markets. To align with diverse consumer needs, TENA adapts its product lineup regionally. These modifications support Essity's broader global structure, enabling localized innovation within a unified . contributes the majority of TENA's revenue, accounting for approximately 60% of Essity's total net sales in 2024, driven by mature . Emerging growth is evident in , where TENA leads the incontinence retail market and represents about 17% of Essity's sales, fueled by increasing awareness and product adoption; this growth continued strongly into 2025. TENA products adhere to stringent regulatory standards, including the European Union's Medical Device Regulation (MDR) for classification and safety, ensuring compliance across its primary markets.

Distribution and Availability

TENA products are distributed through a variety of sales channels to ensure broad accessibility for consumers managing incontinence. In the United States, they are widely available at major retailers such as and , where they are stocked in the personal care or health sections. In , TENA items are commonly found in pharmacies, including chains like Boots and in the UK, as well as supermarkets across the region. Additionally, medical suppliers, hospitals, care institutions, and distributors provide options for professional and institutional purchases, complementing retail availability. E-commerce has significantly expanded TENA's reach, with products offered on platforms like alongside official sites. Country-specific websites, such as tena. for the and tena.co. for the , facilitate with features like subscription models that deliver products monthly, often at a of up to 10% and with shipping. These subscriptions emphasize discreet packaging to maintain user privacy during delivery. To enhance accessibility, TENA offers bulk packs suitable for caregivers, available in larger quantities through online stores and retailers, such as cases containing up to 168 pads or multiple packs for extended use. Sample programs allow potential users to try products for free, with options to request up to three samples quarterly in select markets like and , helping users find the right fit without upfront commitment. TENA products are available in approximately 150 countries worldwide, supporting global distribution while prioritizing convenience for diverse needs. Addressing key challenges, TENA's distribution model focuses on through plain, unmarked shipping on direct orders and subscriptions, reducing associated with incontinence purchases. Affordability is supported via promotions like subscription savings and sample trials, making products more accessible without compromising quality.

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