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P&G to release plans for AI market



Published August 1, 2014
Related Searches: incontinence Hygiene absorbent Adult Incontinence
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.
P&G exited the adult incontinence market in 1998 when it sold its Attends brand as part of an effort to focus on bigger brands, but the strong growth potential for the catgory, amidst a rapidly greying population, has made it attractive one for most hygiene-minded companies. During the last 15 years—roughly the same time P&G has been absent from the market—adult incontinence sales have tripled to reach $1.5 billion, according to experts. Global sales, now at $7 billion, are growing about 8.4% annually, faster than any other paper-based household products. - See more at: http://www.nonwovens-industry.com/contents/view_online-exclusives/2014-07-28/industry-continues-to-contemplate-pgs-return-to-incontinence/#sthash.vxbAxkHy.dpuf
P&G exited the adult incontinence market in 1998 when it sold its Attends brand as part of an effort to focus on bigger brands, but the strong growth potential for the catgory, amidst a rapidly greying population, has made it attractive one for most hygiene-minded companies. During the last 15 years—roughly the same time P&G has been absent from the market—adult incontinence sales have tripled to reach $1.5 billion, according to experts. Global sales, now at $7 billion, are growing about 8.4% annually, faster than any other paper-based household products. - See more at: http://www.nonwovens-industry.com/contents/view_online-exclusives/2014-07-28/industry-continues-to-contemplate-pgs-return-to-incontinence/#sthash.vxbAxkHy.dpuf