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ABENA USA (abena.us) scores 62 out of 100 on Brand Analyzer, placing it in the Developing tier among Healthcare brands, E-commerce brands, in the 8th percentile of 17006 Healthcare brands.
ABENA USA is the U.S. division of ABENA, a Danish manufacturer of healthcare, hygiene, and medical products founded in 1953 and headquartered in Aabenraa, Denmark, under parent company ABENA Holding A/S. The company specializes in incontinence care products, offering free shipping on U.S. orders over $50 and rewards programs. Its mission centers on providing high-quality, reliable incontinence products that improve comfort and dignity for individuals managing incontinence and their caregivers.
| Brand Name | ABENA USA |
|---|---|
| Domain | abena.us |
| Industry | Healthcare, E-commerce |
| Founded | 1953 |
| Headquarters | Aabenraa |
| Parent Company / Owner | ABENA Holding A/S |
| CEO | Henrik Clausen |
| Main Competitors | Medline Industries (78/100), Essity (TENA) (85/100), Kimberly-Clark (Depend) (84/100), Domtar (Attends) (76/100), Prevail (First Quality) (80/100), NorthShore Care Supply |
Moz Domain Authority 10/100 vs category average 40 / leader 95 - limited third-party links, so AI systems rarely encounter mentions of the brand.
ABENA USA has a dedicated Wikipedia entity - a top-weighted signal AI models rely on to identify and describe the brand.
The homepage meta description reads "Free Shipping on all U.S. orders over $50" (Meta description: 8 words. OG description present and descriptive) - this is the summary AI engines are most likely to quote.
Structured data on the homepage: og:title, og:description. Adding Organization and FAQ schema would further help AI crawlers parse the brand's identity.
AI-crawler access: No robots.txt found (default: all bots allowed, but explicit file preferred) - robots.txt controls whether engines like GPTBot and ClaudeBot can read the site at all.
Social footprint: verified profiles on LinkedIn, Facebook, Instagram, GitHub; no detected presence on X (Twitter), YouTube - consistent profiles reinforce the brand's identity across the web.
0 Reddit mentions - community discussion signals real-world reputation to AI models.
Live results from asking a general-purpose AI assistant about the brand, checked October 2026.
When asked "What is ABENA USA?", Claude could identify the brand as of October 2026. ABENA USA is the American subsidiary of Abena, a Danish manufacturer known for hygiene and healthcare products, particularly incontinence care items like adult diapers, briefs, and underpads. The company also produces wound care supplies, personal care items, and cleaning/hygiene Best known for Incontinence care products such as briefs, pull-ups, and underpads for healthcare and home use.
When asked "Best brands similar to ABENA USA?", Claude would recommend ABENA USA as of October 2026. Abena is a well-regarded name in incontinence and hygiene supplies, often compared to brands like Attends or Tranquility when discussing quality adult care products.
Common questions people ask in Google, ChatGPT, Claude, Gemini, Perplexity, and other AI search engines.
ABENA USA's main competitors in Healthcare: Medline Industries (78/100), Essity (TENA) (85/100), Kimberly-Clark (Depend) (84/100), Domtar (Attends) (76/100), Prevail (First Quality) (80/100).
Sources: Brand Analyzer scan
ABENA USA has limited AI-search visibility, scoring 39/100 on Brand Analyzer's AI visibility composite (visibility 65, trust 7, recommendation 31). This estimates how likely AI engines like ChatGPT, Claude, Gemini and Perplexity are to know, trust, and recommend the brand.
Sources: ABENA USA official site
ABENA USA was founded in 1953. ABENA USA operates in the Healthcare category. It is analyzed by Brand Analyzer across seven brand dimensions and AI-search visibility.
Sources: Wikidata
ABENA USA is headquartered in Aabenraa. ABENA USA operates in the Healthcare category.
Sources: Wikidata
ABENA USA scores 31/100 on Brand Analyzer's AI recommendation signal, indicating it is less likely to be surfaced when AI assistants like ChatGPT suggest Healthcare options. Recommendation depends on crawlability, structured data, and category authority; a Wikipedia presence helps.
Sources: ABENA USA official site
ABENA USA is the American branch of ABENA, a Danish manufacturer of healthcare, hygiene, and medical products that has operated since 1953. It is owned by ABENA Holding A/S, headquartered in Aabenraa, Denmark, and led by CEO Henrik Clausen. In the U.S. market, ABENA USA focuses on selling incontinence care products directly to consumers and caregivers through its e-commerce platform.
Sources: ABENA USA official site
ABENA USA can improve AI discoverability by strengthening structured data (Organization and FAQ schema), maintaining an accurate Wikipedia/Wikidata entity, earning authoritative citations, and keeping content crawlable for AI bots. Brand Analyzer measures these as visibility, trust, and recommendation signals.
Sources: ABENA USA official site
ABENA USA is owned by or part of ABENA Holding A/S. ABENA USA operates in the Healthcare category.
Sources: Wikidata
ABENA USA sells incontinence care products, including items designed to improve comfort and dignity for individuals managing incontinence. The company operates as an e-commerce retailer in the U.S., offering free shipping on orders over $50 and a rewards program to support customer affordability and loyalty. As part of the larger ABENA organization, it draws on the parent company's broader expertise in healthcare, hygiene, and medical product manufacturing dating back to 1953.
Sources: ABENA USA official site
ABENA USA's products are used by individuals managing incontinence and their caregivers who are seeking reliable, comfortable, and high-quality personal care solutions. This includes people needing incontinence care products directly, as well as caregivers purchasing on their behalf, reflecting the company's focus on dignity and comfort for this specific healthcare need.
Sources: ABENA USA official site
ABENA USA is known for providing incontinence care products as part of the broader ABENA brand, a Danish manufacturer of healthcare, hygiene, and medical products with a history dating to 1953. The company emphasizes comfort, dignity, and reliability in its incontinence product line, and offers customer-friendly policies such as free shipping on U.S. orders over $50 and a rewards program for loyal customers.
Sources: ABENA USA official site
ABENA USA scores 39/100 for AI visibility - how well ChatGPT, Claude, Perplexity and Google AI Overviews can discover, identify and cite the brand.
ABENA USA has a weak AI-visibility profile at 39/100 - a proxy for how readily ChatGPT, Perplexity and Google's AI Overviews can recognise and cite it. Its strongest area is visibility (65/100) and its weakest is trust (7/100). It benefits from a recognised Wikipedia company entity, a Wikidata knowledge-graph entry and open access for AI crawlers (GPTBot, ClaudeBot, etc.). The main gaps holding it back: a low Moz Domain Authority of 10/100, thin schema.org structured data and no llms.txt to steer AI to its best pages. In a live check, Claude could already identify ABENA USA from memory (October 2026) - a sign these signals are paying off.
The score combines seven dimensions - name quality, digital presence, visual identity, messaging clarity, trust foundation, AI discoverability, and brand authority - into a single objective benchmark.
Ranked closest to ABENA USA: AAMSCO Identification Products (62/100), 39 (62/100), Access CE (62/100), RRS (62/100).
A step up - brands to learn from: Zentralwohlfahrtsstelle der Juden in Deutschland e.V. (71/100), ZT Corporate (71/100).
Category leader: Booksy (96/100).
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