The adult incontinence market is hot. As the population ages, manufacturers are helping consumers find new ways or managing the many types of incontinence that can stem from childbirth, pregnancy, obesity, cancer treatment and general aging. This has led to a spate of new product choices on the marketplace that are helping feed the consumers’ need to maintain an active lifestyle, despite bladder and bowel concerns.

While Procter & Gamble’s return to the market after a two-decade hiatus is probably the biggest news story of recent months, the sheer amount of new products and players entering this market is a story in its own right. The attention adult incontinence is receiving shows just how important this market is becoming in the consumer goods category.

According to reports, the market is currently valued at $7 billion globally with growth projected between 7-9%, depending on the region, for the next couple of years. This is significantly higher than the baby diaper market, which is growing about 3-5% and is plagued by slow birth rates and high penetration levels in many countries.

Back to adult incontinence, women currently comprise about 86% of the market, but men are rapidly becoming a more important demographic. Kimberly-Clark, the company that some credit with the creation of the consumer adult incontinence market with its Depend and Poise brands, last year developed guards and shields to help the estimated 23 million male sufferers of light bladder leakage deal with the condition. Both are made to fit a man’s body and can be worn securely in man’s own underwear.

At the time of the launch, K-C said that men with light bladder leakage had been ignored by the industry and many have had to use products designed for women. This product speaks to the needs of these sufferers.

Likewise, Procter & Gamble has created a line of light incontinence products, hoping to attract women who use feminine hygiene pads to mask their conditions.