Support for bladder weakness needs
TENA (tena.com) scores 79 out of 100 on Brand Analyzer, placing it in the Brand-Ready tier among Healthcare brands, E-commerce brands, in the 64th percentile of 7317 Healthcare brands.
TENA is a brand specializing in incontinence care, offering products, information, and support for individuals experiencing bladder weakness, as well as their caregivers and healthcare professionals. The brand provides region-specific guidance and a range of personal care products designed to address bladder weakness across different countries. TENA positions itself as a global provider in the healthcare and e-commerce sectors, focusing on both consumer and professional care needs.
| Brand Name | TENA |
|---|---|
| Domain | tena.com |
| Industry | Healthcare, E-commerce |
| Founded | 1607 |
| Main Competitors | Depend, Always Discreet, Poise, Prevail, Attends, MoliCare (79/100) |
Moz Domain Authority 38/100 vs category average 40 / leader 95 - limited third-party links, so AI systems rarely encounter mentions of the brand.
Ranked #1,143,278 on the Tranco list of most-visited sites - modest traffic makes the brand easy for AI models to overlook.
TENA has a dedicated Wikipedia entity - a top-weighted signal AI models rely on to identify and describe the brand.
The homepage meta description reads "To provide products, information, and support for individuals experiencing bladder weakness and those who care for them." (No meta description) - this is the summary AI engines are most likely to quote.
Structured data on the homepage: 1 JSON-LD block(s), Organization schema, Breadcrumb/Website schema, og:title, og:image, og:type, canonical. Adding FAQ schema would further help AI crawlers parse the brand's identity.
AI-crawler access: robots.txt present, no AI bot restrictions - robots.txt controls whether engines like GPTBot and ClaudeBot can read the site at all.
Social footprint: verified profiles on X (Twitter), LinkedIn, Instagram, YouTube, GitHub; no detected presence on Facebook - 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 September 2026.
When asked "What is TENA?", Claude could identify the brand as of September 2026. TENA is a global brand of incontinence care products, including pads, pants, and wipes for adults, owned by the Swedish hygiene company Essity (formerly part of SCA). Best known for Adult incontinence products such as absorbent pads and protective underwear.
When asked "Best brands similar to TENA?", Claude would recommend TENA as of September 2026. It's one of the most widely recognized and trusted brands in adult incontinence care worldwide.
Common questions people ask in Google, ChatGPT, Claude, Gemini, Perplexity, and other AI search engines.
TENA has limited AI-search visibility, scoring 48/100 on Brand Analyzer's AI visibility composite (visibility 57, trust 36, recommendation 48). This estimates how likely AI engines like ChatGPT, Claude, Gemini and Perplexity are to know, trust, and recommend the brand.
Sources: TENA official site
TENA was founded in 1607. TENA operates in the Healthcare category. It is analyzed by Brand Analyzer across seven brand dimensions and AI-search visibility.
Sources: Wikidata
TENA offers incontinence care products for individuals experiencing bladder weakness, along with related informational resources and support services for caregivers and healthcare or care-environment professionals.
Sources: TENA official site
TENA scores 48/100 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: TENA official site
TENA is a brand that provides incontinence care products, along with information and support, for individuals experiencing bladder weakness and for those who care for them, including family caregivers and healthcare professionals.
Sources: TENA official site
TENA develops and offers a range of incontinence care products designed for individuals with bladder weakness, and provides educational resources and support tailored to personal users, caregivers, and healthcare professionals across multiple countries and regions.
Sources: TENA official site
TENA 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: TENA official site
TENA is used by individuals experiencing bladder weakness, caregivers who look after loved ones with such conditions, and professionals working in healthcare or care environments.
Sources: TENA official site
TENA is known for its incontinence care products and for offering localized information and support to help individuals manage bladder weakness, as well as resources for caregivers and care professionals.
Sources: TENA official site
TENA scores 48/100 for AI visibility - how well ChatGPT, Claude, Perplexity and Google AI Overviews can discover, identify and cite the brand.
TENA has a limited AI-visibility profile at 48/100 - a proxy for how readily ChatGPT, Perplexity and Google's AI Overviews can recognise and cite it. Its strongest area is visibility (57/100) and its weakest is trust (36/100). It benefits from a recognised Wikipedia company entity, a Wikidata knowledge-graph entry and a global traffic rank of #1,143,278 (Tranco). The main gaps holding it back: a low Moz Domain Authority of 38/100 and no llms.txt to steer AI to its best pages. In a live check, Claude could already identify TENA from memory (September 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 TENA: Tempur Sealy International (79/100), Teledentistry.com (79/100), Meadows Behavioral Healthcare (79/100), Ensora Health (79/100).
A step up - brands to learn from: Zurich Insurance Group (81/100), ZOLL Data Systems (81/100).
Category leader: Booksy (96/100).
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