Adult Incontinence: Everybody Wants A Piece

To say taboos have been lifted in adult incontinence is putting things mildly. Once a condition associated with the sick and elderly, today’s incontinence sufferer wants to live an active lifestyle and consumer products companies are working hard to roll out products to make that happen.

Svetlana Udusliviaia of Euromonitor points out on page 44 that P&G’s decision to use Always in adult incontinence was risky because it could have made consumers associate its very popular feminine hygiene brand with an older consumer. That fact that this didn’t happen—in fact, consumers were happy to seek relief from a brand they knew and trusted—proves that adult incontinence is no longer considered “an old lady’s problem,” and is instead another one of life’s problems that can be managed and solved with the right products.

And, consumer product companies, both small and large, are working hard to come up with a product for every condition. Butterfly Health Inc., a California company with executives formerly at Procter & Gamble, has seen success with its pads for light accidental bowel leakage and SOSecure has developed a swim brief for adults who don’t want a little leakage to keep them from a day at the beach or the pool. Like in all markets, some of these products will do well and some will not but the winner will be the adult incontinence sufferer who can continue to have a carefree and active lifestyle.

This month, we cover many, many new products appearing in the adult incontinence market. On page 34, we report on many innovations that use nonwovens and absorbent technology. These products help incontinence sufferers by managing and detecting leaks, allowing for discretion and, hopefully comfort. Beyond absorbents, there are a number of new products cropping up that manage leaks before they start.