A.G. Lafley, CEO of Procter & Gamble, told investors this morning they could expect more information on the company’s expansion into the female adult incontinence market next week. Confirming that the company will enter the $7 billion category with high performance, consumer preferred products sold under the Always Discreet brands, Lafley said the products are already being sold in the U.K. and will begin shipping to North America and France in the next couple of weeks.
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.