The industry has been speculating on this launch since June when CFO John Moeller told investors that the company would soon be entering a new, highly profitable market before the end of the year. Always Discreet panty liners began rolling out in the U.K. in early July.
P&G exited the adult incontinence market in 1998 when its sold the Attends brand.Since then, the adult incontinence market, which is led by Kimberly-Clark in the U.S., adult incontinence sales have tripled and continue to grow about 8% annually.
Industry insiders speculate that P&G will return to the market with a 24 SKU launch backed by a $150 million marketing campaign. The initial products, launched in the U.K., are described as being 40% more absorbent than pads designed for feminine hygiene purposes.