Karen McIntyre, Editor03.10.22
The world is aging. That is a fact. As fewer babies are being born and older people are living longer, an uptick in adult incontinence sufferers has made this category the not only fastest growing absorbent hygiene category but also the most rapidly proliferating segment as manufacturers work hard to meet the ever changing needs of these consumers.
While incontinence effects both sexes, bladder leakage problems can begin affecting women as early as their childbearing years. Therefore, some companies are looking at how the adult incontinence category can work in sync with menstrual care. Creating products that speak to both issues and helping women remain confident that these solutions will be effective has become a top priority.
“Light bladder leakage affects 1-in-3 women of all ages and life stages. Many of the women who experience this condition rely on period pads to manage their leaks because they are not familiar with products designed specifically for bladder leakage,” says Kubica Guevara, global brand director for Adult & Feminine Care, Kimberly-Clark.
Kimberly-Clark’s Poise brand introduced One by Poise, a uniquely designed two-in-one pad and liner that offers protection for both period weeks and bladder leaks. The One by Poise dual absorbent core locks away period flow and bladder leaks so women can juggle life fearlessly, 24/7/365. “This innovative product is contributing to our growth in the light-to-moderate incontinence segments,” she says.
Meanwhile, First Quality has developed Incognito by Prevail, a line of three-in-one feminine pads with multi-fluid technology to provide protection, discretion and support for women experiencing bladder leaks and help manage menstrual flow and daily discharge.
“Women’s bodies go through various changes between pregnancy and menopause,” says First Quality Global clinical director Michele Mongillo, a registered nurse. “The bladder may be affected with these changes, and women may be surprised to experience increased urinary leakage. Our eNurse team is an experienced and confidential resource to help women navigate this time of change.”
The liners, ultra-thin pads and maternity pads—for post partum as well as extra heavy overnight needs—in the Incognito line all feature a superabsorbent core that can lock in more wetness than a standard feminine hygiene pad while neutralizing odors. Additionally, these products offer wearers 100% breathability and hypoallergenic and free from dyes and harsh ingredients.
“Our goal was to combine the best core innovation to provide multi-fluid protection, while maximizing discretion through ultimate odor protection and comfort,” says Stephanie Bodle, Prevail brand manager. “Delivering all this along with 24/7 clinical support means women now have the care they need to feel confident and prepared.”
According to Maarten Verbanck, external communications manager at Ontex, there is continued growth in all subcategories for adult incontinence, which is globally outpacing growth in disposable baby diapers and feminine hygiene items thanks increased availability, demographic trends and shifting consumer behaviors.
“The consumers have more choice, reflected by the growth across sub-categories (e.g.: underwear-like disposable pants) and more accessible product offerings (e.g.: including Private Label, in which retailers in Europe and USA have invested),” he adds. “In parallel the growth of e-commerce, amplified during Covid-19 confinements, has also created new opportunities for consumers to enter and grow within the category. Overall, all these changes are making adult incontinence one of the most dynamic markets in personal hygiene.”
Getting Heavy
The demands of heavy incontinence sufferers are being met with a greater variety of discreet products allowing sufferers to manage active and healthy lifestyles with customized fit and more choices. In 2021, K-C introduced Depend Fit-Flex XXL underwear for men and women, which extended the range of product sizes to provide more consumers with a perfect fit.
“People dealing with bladder leakage want products that help them feel normal so they can continue to live their lives without compromise – these are products that fit comfortably and discreetly while providing top of the line protection,” Guevara says. “Our Depend brand offers dignified solutions that provide comfort, protection, and confidence through innovation and design. We are leveraging new technologies, materials, and inspiration from other categories like lingerie to create disposable underwear that looks, feels and fits like reusable underwear.”
In recent years, K-C has launched new and improved Depend Silhouette Underwear for Women and Depend Real Fit Briefs for Men to better meet the unique needs of its consumers. Depend Silhouette Underwear for Women includes advanced shapewear technology to offer the smoothest and softest fabric from Depend to-date, two color collections (including ‘Classics’ featuring black and pink, and ‘Expressions’ featuring lavender, berry and teal), and an expanded size range from small through extra large.
K-C also offers Depend Real Fit Briefs for Men with the softest and smoothest fabric from Depend to-date along with two colors (grey and black) across two sizes – small/medium and large/extra-large.
Attindas Hygiene Partners, the hygiene business formerly owned by Domtar, has launched a greener version of its protective underwear with reduced carbon emissions throughout Europe. By utilizing the new product design, which uses ultrasonic bonding in place of traditional glue adhesive, Attindas is now able to measurably reduce greenhouse gas emissions, including carbon dioxide, to provide less environmental impact. This technology investment expands upon Attindas’ recent successful launches in North America and Spain.
The new product design also improves user experience, providing a more comfortable, snug fit. By increasing elastic material from top to bottom throughout the product, it creates a protective underwear capable of fitting a wide range of body shapes and sizes.
“At Attindas we are driven to provide effective, affordable, and widely available solutions to help those with adult incontinence enjoy life with health, dignity, and comfort every day,” says Chad Lang, head of global marketing. “This innovation in protective underwear delivers an experience that’s more like wearing traditional underwear for our consumers, while enhancing the sustainability profile of our product assortment. We’re excited for users of our protective underwear, and those retailer partner brands we support in Europe, to experience this new product, as we flow this innovation to them for their next purchase.”
Essity has focused on aesthetics for its recent launch. Tena Stylish Incontinence Underwear are described as a form-fitting incontinence underwear product designed to look like real underwear and designed with a super absorbent core that locks in liquid with maximum absorbency. Tena Stylish Incontinence Underwear is exclusively available for purchase in Walmart stores across the U.S. and online at Walmart.com.
Featuring cottony-soft stretch fabric that is soft and gentle on the skin, Tena Stylish Incontinence Underwear provides triple protection against bladder leaks, urine odor, and wetness for women with significant bladder leakage. The Tena Stylish Incontinence Underwear comes in two colors, sleek black and a stylish white printed design with a body-hugging fit and a soft and stretchable waistband.
“Designed to look and feel like real underwear, Tena Stylish Incontinence Underwear offers Triple Protection against leaks, urine odors and wetness in a fashionable product to all women dealing with bladder leakage,” says Carrie Harcus, senior director Marketing & Sales Consumer. “As a leader in incontinence care for more than 50 years, we’re excited to bring our new Stylish product line to Walmart shoppers across the country, offering more women access to products that help keep them comfortable and protected but also help them feel confident in their daily lives.”
“Women of all ages can experience incontinence, and whether you’re a new mom or entering menopause, you should never allow your incontinence symptoms to stop you from doing what you love,” says Dr. Suzanne Gilberg-Lenz, OB-GYN, partner at the Women’s Care of Beverly Hills Medical Group. “Caring for your incontinence starts with reaching for the right products (those that are specifically designed for incontinence vs. feminine care), and the new Stylish Incontinence Underwear from Tena helps lock in wetness and is designed with cottony-soft stretch fabric that is gentle on skin.”
Green is Golden
As the adult incontinence market has grown, so has its focus on sustainability. Manufacturers have been seeking ways to lessen the impact of these products on the planet and create a “green” story in the process.
Because, one of the first direct-to-consumer brands dedicated to serving the often-overlooked senior market and their changing personal needs, recently announced its latest line of protective underwear will be produced in the first carbon-neutral facility within the U.S. disposable hygiene industry. The company's Premium Plus line, which launched in the first half of 2021, uses a raw renewable sugarcane instead of polyethylene. This method helps to facilitate immediate use in the plastics production chain and can be recycled.
Because’s new Overnight line is designed for ultimate nighttime protection with dual-core pad to keep users dry even while laying down. The premium odor-eliminating technology, breathable panels and soft, cloth-like material keep users feeling light and comfortable throughout the night. Because claims the Overnight line is 27% more absorbent than Depend Night Defense Overnight in third-party lab tests.
The company says that transitioning to more eco-friendly solutions fits with the efforts of the brand to meet the needs of its customers. “We’re committed to producing products that seamlessly integrate into every lifestyle and doing our part to reduce CO2 emissions by utilizing clean, renewable energy,” says Heidi Robinson, chief operating officer of Because Market. “Our latest line not only meets the needs of our consumer base, but also make steps towards a greener future.”
Drylock Technologies has also witnessed a need for natural products and its Simpli incontinence underwear brand provides gentle incontinence protection for both the skin and the environment. Simpli underwear ensures only plant-based materials come in contact with user’s delicate, intimate skin. All materials are free from fragrance, lotions, parabens, natural rubber latex, toxic dyes and elemental chlorine bleaching. Now adult incontinence users can have quality protection with materials that are gentle for the skin and for the environment.
“Only made from clean ingredients and free from fragrance, lotions, parabens, natural rubber latex, toxic dyes, and elemental chlorine bleaching,” says marketing manager Katie Smith. “Not only does Simpli exceed in providing simple, clean protection, it is also sustainably packaged and produced.”
Simpli products not only feature plant-based materials but are also packaged into CO2-neutral bags making them a better alternative to traditional plastic packaging.
Simpli is manufactured in Drylock’s CO2-neutral certified manufacturing facility in Eau Claire, WI—the first CO2-neutral facility in the U.S. disposable hygiene industry. This certification proves a real and measurable commitment to manage and reduce greenhouse gas emissions and support climate projects in developing countries. Sustainable materials, packaging and production make Simpli green from beginning to end.
“Sustainability is arguably one of the most important topics in our world today,” Smith adds. “We have seen firsthand how our planet is suffering with dramatic changes in climate. It is important to us to be as mindful as possible in how we manufacture our products, what raw materials we use, how our products are packaged, etc. We are focused on making our products more functional while decreasing our footprint and limiting plastic packaging.”
The development of more natural products is just one market gap Drylock is filling in incontinence. The company also sees demand for discreet products and 2-in-1 products that meet both period and bladder needs.
“We are seeing an increased demand for more discreet, sustainable products that also provide protection from leakage and odor,” Smith adds. “The driving force for these changes is a global concern about climate change. Drylock is the innovation leader in designing and manufacturing more sustainable products. This is done by reducing our carbon footprint and providing trusted protection without the bulk.”
Since 2011, the company has worked to provide innovative products that protect not only the user, but the environment as well. In 2022, Drylock solidified its commitment to these priorities by transforming its slogan to “Innovate to protect,” proving its dedication to challenging the way products are produced and exploring opportunities to do better.
“Incontinence solutions is the core focus for Drylock Technologies given that the majority of the products manufactured at our U.S. plant fall under this category,” Smith says. “This allows us to be well equipped to prioritize and continuously improve our lineup to provide better products for our partners.”
Ontex Addresses Shame
In August, Belgian hygiene company Ontex launched A Lovely Day, its first digital subscription brand in incontinence. A Lovely Day launched in France as a challenger brand that protects people from stigma surrounding incontinence, as much as it protects them from incontinence itself.
According to Verbanck, the A Lovely Day brand distinguishes itself by being fully online and subscription-based, offering a range of quality products with a candid communication style. A Lovely Day is first launched on the French market, with a possibility to roll out in other markets, in a similar approach to Ontex’s growing baby care subscription service Little Big Change, which is now available in six countries.
For incontinence sufferers, the online/subscription model allows sufferers to maintain their privacy. According to a 2019 study by the French opinion research group IFOP (Institut d’études opinion et marketing en France et à l’international) 43% of people polled in France see incontinence as a taboo subject, including more than 30% above 50 years old.
“The act of buying incontinence protection is more often synonymous with embarrassment than with freedom,” Verbanck adds. “Protection is usually bought quickly in the store, without really taking the time to identify a product adapted to one’s needs. These are the factors that turn this purchase into an anxious moment. That is why A Lovely Day delivers a personalized but discreet solution in a neutral packaging.”
Ontex has also accelerated innovation in the adult care market through the development of a smart solution to improve patient care. Ontex has combined a top-quality diaper with a printed sensor, a transmitter clipped onto the diaper as well as an application for mobile devices.
This combination accurately determines the saturation level of the diaper as well as the risk of leakage and alerts caregivers when it is necessary to change the diaper. This enables tailored, individual continence support for patients which contributes to the well-being of users, families and caregivers alike. The smart diaper also reduces the environmental impact of care institutions by decreasing unnecessary diaper usage and savings on laundry.
“With this smart diaper, Ontex’s objective is to develop and promote better continence management and improve the quality of life of those suffering from this condition. It will also be a huge help to caregivers,” says Xavier Lambrecht, president, Ontex Healthcare Division. “The new smart diaper is a result of our long-standing innovation program at our R&D center for adult care. It will reduce the time hospital and care-home staff spend on continence care, freeing up time and budget for other essential care tasks.”
Santex Expands in the U.S.
Santex SpA, a global leader in premier incontinence products and surgical dressing and orthopedic products, last year acquired Parentgiving, Inc., a retailer of caregiving products for the aging. The companies have integrated operations and are developing an expanded portfolio of Parentgiving’s signature Dry Direct incontinence products for expansion in the U.S.
The purchase of Parentgiving has enabled Santex to bring its world-class incontinence and personal care products into the U.S. market by allowing it to acquire coveted direct-to-consumer capabilities and allowing it to quadruple its U.S. business.
Already, Parentgiving Inc., has expanded the Dry Direct incontinence line adding world-class Italian comfort, softness, and performance consumers expect from the leader in premium incontinence products. As the only premium incontinence brand manufactured in Italy, the new product line creates a new and uncontested market space with a higher standard in comfort and performance for incontinence care.
“Consumers, especially family caregivers and those aging in place, are demanding more and better incontinence solutions,” says CEO David Spain. “The Dry Direct line expansion is the first wave of incontinence products brought to market leveraging Parentgiving’s decade of market intelligence selling premium incontinence products – an emerging and blue water market – with our parent company Santex’s Italian manufacturing excellence.”
Noticeably softer and more comfortable than mass-produced products found in big box stores, Dry Direct performs better because it is the first premium incontinence line to combine high performance with exceptionally soft components – and the passion and craftsmanship of Italian manufacturing.
“The provenance of ‘Made in Italy’ is real,” Spain adds. “From the packaging to the silhouettes, to the exceptional softness and wearability of these products, the entire Dry Direct line is a step up in the premium incontinence market.”
The acquisition merges Santex’s world-class “Made in Italy” quality and performance with the growing DTC e-tailer, which has a fanatical consumer following and exceptionally high consumer lifetime value. Parentgiving will retain its experienced management team and continue its best-in-class customer service model.
“Since 2008, Parentgiving’s mission has been to help people provide better care for their aging parents, with a particular focus on incontinence needs,” says Spain. “Now powered by Santex’s Italian manufacturing expertise, craftsmanship, and product innovation, we can offer a range of world-class incontinence products under our Dry Direct brand, which in two years has grown exponentially.
“As a leading retailer focused on the elderly and their caregivers,” Spain adds, “Parentgiving proudly carries only the best brands of incontinence, nutrition, durable medical equipment, and big ticket (Lifts, Furniture, and Mobility) items - and will continue to do so - with our flagship Dry Direct brand in more product categories.”
PBE Restructures
Principle Business Enterprises, Inc. (PBE) celebrates 60 years of manufacturing safety and absorbent products for the healthcare industry by announcing the evolution of its Tranquility brand of incontinence products and ongoing commitment to being an employer of choice.
Since welcoming the company’s third generation of family leadership with the appointment of Andrew Stocking as president and CEO, PBE has continued to focus on product innovation and its mission to uplift, enlighten, and enrich the lives of its customers and associates.
Recently, PBE has streamlined its selection of incontinence care products to clearly differentiate them and how the company supports the market in ways no one else can.
The company unified the Tranquility Product Family, which comprises Tranquility, Select, ComfortCare, and Swimmates brands, under the Tranquility name. With this evolution, the company will introduce Tranquility Premium, Tranquility Essential, and Tranquility Specialty product lines in the coming months to serve consumers at home and in healthcare facilities. Tranquility Essential offerings will include the new “Breathable Brief,” designed specifically for Medicaid and long-term care wearers with heavy incontinence needs.
“The Medicaid audience is one of our most vulnerable populations,” says Angie Williams, PBE vice president of marketing. “For years, our products have been known as the premium incontinence solution. It is our vision to improve the quality of life for both wearers and caregivers who are managing the most challenging incontinence situations, and that’s what drives us to serve this audience. Our team has worked diligently to provide a complete product offering from youth to bariatric, as well as resources to help navigate Medicaid incontinence coverage.”
The company has also increased its ability to serve the Medicaid, long-term care, and veteran populations by forming a Clinical Care Team with a dedicated Medicaid specialist to enhance its product innovation and consultative services.
PBE also recently acquired certain assets and technologies of Near Health, a smart technology company based in Palo Alto, CA. PBE, a Near Health investor, in 2018 began manufacturing absorbent products to accompany the firm’s patented SmartBrief technology.
PBE expanded its technical capabilities to integrate SmartBrief and associated technologies into Tranquility Connect, a combined high-absorbent, disposable new product with remote sensing that detects remaining capacity and body temperature, creating a more systematic and effective way to care for residents.
While incontinence effects both sexes, bladder leakage problems can begin affecting women as early as their childbearing years. Therefore, some companies are looking at how the adult incontinence category can work in sync with menstrual care. Creating products that speak to both issues and helping women remain confident that these solutions will be effective has become a top priority.
“Light bladder leakage affects 1-in-3 women of all ages and life stages. Many of the women who experience this condition rely on period pads to manage their leaks because they are not familiar with products designed specifically for bladder leakage,” says Kubica Guevara, global brand director for Adult & Feminine Care, Kimberly-Clark.
Kimberly-Clark’s Poise brand introduced One by Poise, a uniquely designed two-in-one pad and liner that offers protection for both period weeks and bladder leaks. The One by Poise dual absorbent core locks away period flow and bladder leaks so women can juggle life fearlessly, 24/7/365. “This innovative product is contributing to our growth in the light-to-moderate incontinence segments,” she says.
Meanwhile, First Quality has developed Incognito by Prevail, a line of three-in-one feminine pads with multi-fluid technology to provide protection, discretion and support for women experiencing bladder leaks and help manage menstrual flow and daily discharge.
“Women’s bodies go through various changes between pregnancy and menopause,” says First Quality Global clinical director Michele Mongillo, a registered nurse. “The bladder may be affected with these changes, and women may be surprised to experience increased urinary leakage. Our eNurse team is an experienced and confidential resource to help women navigate this time of change.”
The liners, ultra-thin pads and maternity pads—for post partum as well as extra heavy overnight needs—in the Incognito line all feature a superabsorbent core that can lock in more wetness than a standard feminine hygiene pad while neutralizing odors. Additionally, these products offer wearers 100% breathability and hypoallergenic and free from dyes and harsh ingredients.
“Our goal was to combine the best core innovation to provide multi-fluid protection, while maximizing discretion through ultimate odor protection and comfort,” says Stephanie Bodle, Prevail brand manager. “Delivering all this along with 24/7 clinical support means women now have the care they need to feel confident and prepared.”
According to Maarten Verbanck, external communications manager at Ontex, there is continued growth in all subcategories for adult incontinence, which is globally outpacing growth in disposable baby diapers and feminine hygiene items thanks increased availability, demographic trends and shifting consumer behaviors.
“The consumers have more choice, reflected by the growth across sub-categories (e.g.: underwear-like disposable pants) and more accessible product offerings (e.g.: including Private Label, in which retailers in Europe and USA have invested),” he adds. “In parallel the growth of e-commerce, amplified during Covid-19 confinements, has also created new opportunities for consumers to enter and grow within the category. Overall, all these changes are making adult incontinence one of the most dynamic markets in personal hygiene.”
Getting Heavy
The demands of heavy incontinence sufferers are being met with a greater variety of discreet products allowing sufferers to manage active and healthy lifestyles with customized fit and more choices. In 2021, K-C introduced Depend Fit-Flex XXL underwear for men and women, which extended the range of product sizes to provide more consumers with a perfect fit.
“People dealing with bladder leakage want products that help them feel normal so they can continue to live their lives without compromise – these are products that fit comfortably and discreetly while providing top of the line protection,” Guevara says. “Our Depend brand offers dignified solutions that provide comfort, protection, and confidence through innovation and design. We are leveraging new technologies, materials, and inspiration from other categories like lingerie to create disposable underwear that looks, feels and fits like reusable underwear.”
In recent years, K-C has launched new and improved Depend Silhouette Underwear for Women and Depend Real Fit Briefs for Men to better meet the unique needs of its consumers. Depend Silhouette Underwear for Women includes advanced shapewear technology to offer the smoothest and softest fabric from Depend to-date, two color collections (including ‘Classics’ featuring black and pink, and ‘Expressions’ featuring lavender, berry and teal), and an expanded size range from small through extra large.
K-C also offers Depend Real Fit Briefs for Men with the softest and smoothest fabric from Depend to-date along with two colors (grey and black) across two sizes – small/medium and large/extra-large.
Attindas Hygiene Partners, the hygiene business formerly owned by Domtar, has launched a greener version of its protective underwear with reduced carbon emissions throughout Europe. By utilizing the new product design, which uses ultrasonic bonding in place of traditional glue adhesive, Attindas is now able to measurably reduce greenhouse gas emissions, including carbon dioxide, to provide less environmental impact. This technology investment expands upon Attindas’ recent successful launches in North America and Spain.
The new product design also improves user experience, providing a more comfortable, snug fit. By increasing elastic material from top to bottom throughout the product, it creates a protective underwear capable of fitting a wide range of body shapes and sizes.
“At Attindas we are driven to provide effective, affordable, and widely available solutions to help those with adult incontinence enjoy life with health, dignity, and comfort every day,” says Chad Lang, head of global marketing. “This innovation in protective underwear delivers an experience that’s more like wearing traditional underwear for our consumers, while enhancing the sustainability profile of our product assortment. We’re excited for users of our protective underwear, and those retailer partner brands we support in Europe, to experience this new product, as we flow this innovation to them for their next purchase.”
Essity has focused on aesthetics for its recent launch. Tena Stylish Incontinence Underwear are described as a form-fitting incontinence underwear product designed to look like real underwear and designed with a super absorbent core that locks in liquid with maximum absorbency. Tena Stylish Incontinence Underwear is exclusively available for purchase in Walmart stores across the U.S. and online at Walmart.com.
Featuring cottony-soft stretch fabric that is soft and gentle on the skin, Tena Stylish Incontinence Underwear provides triple protection against bladder leaks, urine odor, and wetness for women with significant bladder leakage. The Tena Stylish Incontinence Underwear comes in two colors, sleek black and a stylish white printed design with a body-hugging fit and a soft and stretchable waistband.
“Designed to look and feel like real underwear, Tena Stylish Incontinence Underwear offers Triple Protection against leaks, urine odors and wetness in a fashionable product to all women dealing with bladder leakage,” says Carrie Harcus, senior director Marketing & Sales Consumer. “As a leader in incontinence care for more than 50 years, we’re excited to bring our new Stylish product line to Walmart shoppers across the country, offering more women access to products that help keep them comfortable and protected but also help them feel confident in their daily lives.”
“Women of all ages can experience incontinence, and whether you’re a new mom or entering menopause, you should never allow your incontinence symptoms to stop you from doing what you love,” says Dr. Suzanne Gilberg-Lenz, OB-GYN, partner at the Women’s Care of Beverly Hills Medical Group. “Caring for your incontinence starts with reaching for the right products (those that are specifically designed for incontinence vs. feminine care), and the new Stylish Incontinence Underwear from Tena helps lock in wetness and is designed with cottony-soft stretch fabric that is gentle on skin.”
Green is Golden
As the adult incontinence market has grown, so has its focus on sustainability. Manufacturers have been seeking ways to lessen the impact of these products on the planet and create a “green” story in the process.
Because, one of the first direct-to-consumer brands dedicated to serving the often-overlooked senior market and their changing personal needs, recently announced its latest line of protective underwear will be produced in the first carbon-neutral facility within the U.S. disposable hygiene industry. The company's Premium Plus line, which launched in the first half of 2021, uses a raw renewable sugarcane instead of polyethylene. This method helps to facilitate immediate use in the plastics production chain and can be recycled.
Because’s new Overnight line is designed for ultimate nighttime protection with dual-core pad to keep users dry even while laying down. The premium odor-eliminating technology, breathable panels and soft, cloth-like material keep users feeling light and comfortable throughout the night. Because claims the Overnight line is 27% more absorbent than Depend Night Defense Overnight in third-party lab tests.
The company says that transitioning to more eco-friendly solutions fits with the efforts of the brand to meet the needs of its customers. “We’re committed to producing products that seamlessly integrate into every lifestyle and doing our part to reduce CO2 emissions by utilizing clean, renewable energy,” says Heidi Robinson, chief operating officer of Because Market. “Our latest line not only meets the needs of our consumer base, but also make steps towards a greener future.”
Drylock Technologies has also witnessed a need for natural products and its Simpli incontinence underwear brand provides gentle incontinence protection for both the skin and the environment. Simpli underwear ensures only plant-based materials come in contact with user’s delicate, intimate skin. All materials are free from fragrance, lotions, parabens, natural rubber latex, toxic dyes and elemental chlorine bleaching. Now adult incontinence users can have quality protection with materials that are gentle for the skin and for the environment.
“Only made from clean ingredients and free from fragrance, lotions, parabens, natural rubber latex, toxic dyes, and elemental chlorine bleaching,” says marketing manager Katie Smith. “Not only does Simpli exceed in providing simple, clean protection, it is also sustainably packaged and produced.”
Simpli products not only feature plant-based materials but are also packaged into CO2-neutral bags making them a better alternative to traditional plastic packaging.
Simpli is manufactured in Drylock’s CO2-neutral certified manufacturing facility in Eau Claire, WI—the first CO2-neutral facility in the U.S. disposable hygiene industry. This certification proves a real and measurable commitment to manage and reduce greenhouse gas emissions and support climate projects in developing countries. Sustainable materials, packaging and production make Simpli green from beginning to end.
“Sustainability is arguably one of the most important topics in our world today,” Smith adds. “We have seen firsthand how our planet is suffering with dramatic changes in climate. It is important to us to be as mindful as possible in how we manufacture our products, what raw materials we use, how our products are packaged, etc. We are focused on making our products more functional while decreasing our footprint and limiting plastic packaging.”
The development of more natural products is just one market gap Drylock is filling in incontinence. The company also sees demand for discreet products and 2-in-1 products that meet both period and bladder needs.
“We are seeing an increased demand for more discreet, sustainable products that also provide protection from leakage and odor,” Smith adds. “The driving force for these changes is a global concern about climate change. Drylock is the innovation leader in designing and manufacturing more sustainable products. This is done by reducing our carbon footprint and providing trusted protection without the bulk.”
Since 2011, the company has worked to provide innovative products that protect not only the user, but the environment as well. In 2022, Drylock solidified its commitment to these priorities by transforming its slogan to “Innovate to protect,” proving its dedication to challenging the way products are produced and exploring opportunities to do better.
“Incontinence solutions is the core focus for Drylock Technologies given that the majority of the products manufactured at our U.S. plant fall under this category,” Smith says. “This allows us to be well equipped to prioritize and continuously improve our lineup to provide better products for our partners.”
Ontex Addresses Shame
In August, Belgian hygiene company Ontex launched A Lovely Day, its first digital subscription brand in incontinence. A Lovely Day launched in France as a challenger brand that protects people from stigma surrounding incontinence, as much as it protects them from incontinence itself.
According to Verbanck, the A Lovely Day brand distinguishes itself by being fully online and subscription-based, offering a range of quality products with a candid communication style. A Lovely Day is first launched on the French market, with a possibility to roll out in other markets, in a similar approach to Ontex’s growing baby care subscription service Little Big Change, which is now available in six countries.
For incontinence sufferers, the online/subscription model allows sufferers to maintain their privacy. According to a 2019 study by the French opinion research group IFOP (Institut d’études opinion et marketing en France et à l’international) 43% of people polled in France see incontinence as a taboo subject, including more than 30% above 50 years old.
“The act of buying incontinence protection is more often synonymous with embarrassment than with freedom,” Verbanck adds. “Protection is usually bought quickly in the store, without really taking the time to identify a product adapted to one’s needs. These are the factors that turn this purchase into an anxious moment. That is why A Lovely Day delivers a personalized but discreet solution in a neutral packaging.”
Ontex has also accelerated innovation in the adult care market through the development of a smart solution to improve patient care. Ontex has combined a top-quality diaper with a printed sensor, a transmitter clipped onto the diaper as well as an application for mobile devices.
This combination accurately determines the saturation level of the diaper as well as the risk of leakage and alerts caregivers when it is necessary to change the diaper. This enables tailored, individual continence support for patients which contributes to the well-being of users, families and caregivers alike. The smart diaper also reduces the environmental impact of care institutions by decreasing unnecessary diaper usage and savings on laundry.
“With this smart diaper, Ontex’s objective is to develop and promote better continence management and improve the quality of life of those suffering from this condition. It will also be a huge help to caregivers,” says Xavier Lambrecht, president, Ontex Healthcare Division. “The new smart diaper is a result of our long-standing innovation program at our R&D center for adult care. It will reduce the time hospital and care-home staff spend on continence care, freeing up time and budget for other essential care tasks.”
Santex Expands in the U.S.
Santex SpA, a global leader in premier incontinence products and surgical dressing and orthopedic products, last year acquired Parentgiving, Inc., a retailer of caregiving products for the aging. The companies have integrated operations and are developing an expanded portfolio of Parentgiving’s signature Dry Direct incontinence products for expansion in the U.S.
The purchase of Parentgiving has enabled Santex to bring its world-class incontinence and personal care products into the U.S. market by allowing it to acquire coveted direct-to-consumer capabilities and allowing it to quadruple its U.S. business.
Already, Parentgiving Inc., has expanded the Dry Direct incontinence line adding world-class Italian comfort, softness, and performance consumers expect from the leader in premium incontinence products. As the only premium incontinence brand manufactured in Italy, the new product line creates a new and uncontested market space with a higher standard in comfort and performance for incontinence care.
“Consumers, especially family caregivers and those aging in place, are demanding more and better incontinence solutions,” says CEO David Spain. “The Dry Direct line expansion is the first wave of incontinence products brought to market leveraging Parentgiving’s decade of market intelligence selling premium incontinence products – an emerging and blue water market – with our parent company Santex’s Italian manufacturing excellence.”
Noticeably softer and more comfortable than mass-produced products found in big box stores, Dry Direct performs better because it is the first premium incontinence line to combine high performance with exceptionally soft components – and the passion and craftsmanship of Italian manufacturing.
“The provenance of ‘Made in Italy’ is real,” Spain adds. “From the packaging to the silhouettes, to the exceptional softness and wearability of these products, the entire Dry Direct line is a step up in the premium incontinence market.”
The acquisition merges Santex’s world-class “Made in Italy” quality and performance with the growing DTC e-tailer, which has a fanatical consumer following and exceptionally high consumer lifetime value. Parentgiving will retain its experienced management team and continue its best-in-class customer service model.
“Since 2008, Parentgiving’s mission has been to help people provide better care for their aging parents, with a particular focus on incontinence needs,” says Spain. “Now powered by Santex’s Italian manufacturing expertise, craftsmanship, and product innovation, we can offer a range of world-class incontinence products under our Dry Direct brand, which in two years has grown exponentially.
“As a leading retailer focused on the elderly and their caregivers,” Spain adds, “Parentgiving proudly carries only the best brands of incontinence, nutrition, durable medical equipment, and big ticket (Lifts, Furniture, and Mobility) items - and will continue to do so - with our flagship Dry Direct brand in more product categories.”
PBE Restructures
Principle Business Enterprises, Inc. (PBE) celebrates 60 years of manufacturing safety and absorbent products for the healthcare industry by announcing the evolution of its Tranquility brand of incontinence products and ongoing commitment to being an employer of choice.
Since welcoming the company’s third generation of family leadership with the appointment of Andrew Stocking as president and CEO, PBE has continued to focus on product innovation and its mission to uplift, enlighten, and enrich the lives of its customers and associates.
Recently, PBE has streamlined its selection of incontinence care products to clearly differentiate them and how the company supports the market in ways no one else can.
The company unified the Tranquility Product Family, which comprises Tranquility, Select, ComfortCare, and Swimmates brands, under the Tranquility name. With this evolution, the company will introduce Tranquility Premium, Tranquility Essential, and Tranquility Specialty product lines in the coming months to serve consumers at home and in healthcare facilities. Tranquility Essential offerings will include the new “Breathable Brief,” designed specifically for Medicaid and long-term care wearers with heavy incontinence needs.
“The Medicaid audience is one of our most vulnerable populations,” says Angie Williams, PBE vice president of marketing. “For years, our products have been known as the premium incontinence solution. It is our vision to improve the quality of life for both wearers and caregivers who are managing the most challenging incontinence situations, and that’s what drives us to serve this audience. Our team has worked diligently to provide a complete product offering from youth to bariatric, as well as resources to help navigate Medicaid incontinence coverage.”
The company has also increased its ability to serve the Medicaid, long-term care, and veteran populations by forming a Clinical Care Team with a dedicated Medicaid specialist to enhance its product innovation and consultative services.
PBE also recently acquired certain assets and technologies of Near Health, a smart technology company based in Palo Alto, CA. PBE, a Near Health investor, in 2018 began manufacturing absorbent products to accompany the firm’s patented SmartBrief technology.
PBE expanded its technical capabilities to integrate SmartBrief and associated technologies into Tranquility Connect, a combined high-absorbent, disposable new product with remote sensing that detects remaining capacity and body temperature, creating a more systematic and effective way to care for residents.