Tara Olivo, Associate Editor03.04.21
The market for adult incontinence products is growing fast. Because incidences of incontinence rise with age, graying populations around the globe are major drivers of growth for manufacturers of incontinence products. But, health conditions such as obesity, PTSD, prostate surgeries, child birth and other factors also increase occurrences of incontinence. All of these demographic and health factors combined with increasing awareness and understanding of the condition, product normalization, better access to products and expanding product formats are all supporting growth in the category.
According to Svetlana Uduslivaia, regional head of Research, Americas, at Euromonitor International, growth in the adult incontinence market is positive and significant opportunities in the space exist globally, across all markets. “This aging trend is obviously boosting the demand, but also innovation; innovation in terms of product formats for women and men and understanding what is needed,” she says.
In developing markets specifically, product variety increases including affordable solutions, access to products through retail increases and awareness and understanding of incontinence conditions continue to support growth in those markets, she adds.
Euromonitor expects this positive growth to continue in the next five years and projects $14 billion in retail sales in the adult incontinence market by the year 2025.
Another significant growth driver in the adult incontinence market is that the percentage of women who use menstrual products for incontinence is declining year-over-year, according to Jamie Rosenberg, senior global analyst at global market researcher Mintel.
“We found that 38% were using femcare products in 2018, 35% in 2019 and 33% as of November 2020,” he explains. “That’s still high, but it’s testament to the category’s efforts to reduce the stigma as well as an indicator of the growth potential that will occur as consumers use the right products.”
For years not only have brands and incontinence manufacturers been actively communicating with consumers about what products to use to properly manage instances of incontinence, but they’ve also worked to reduce social stigmas surrounding the condition.
Market leader Kimberly-Clark (K-C), through its Poise and Depend brands, has been focused on showing how its products can help consumers continue to live active lifestyles. “Increasing awareness and conversations around incontinence empowers consumers to seek answers and products to help them live their lives with confidence,” says Kubica Guevara, global brand director for Adult & Feminine Care, Kimberly-Clark.
Last year, K-C’s Poise brand launched a campaign in partnership with actress Busy Phillips called ‘It Takes Poise’ to encourage and inspire women to address taboo topics head-on and take matters into their own hands. The campaign aimed to spark honest conversations to help demystify leaks, banish bladder leakage insecurity, combat isolation through community, and ensure access to the right solutions.
Additionally, as part of its ongoing education and awareness efforts, K-C’s Poise and Depend brand websites feature helpful articles about incontinence and bladder leakage, the treatment and management of these issues, educational videos, and access to discussion forums and support groups.
“Overall, our adult care brands are committed to helping eliminate societal stigmas and breaking down conversational barriers – not only through partnerships, but through grassroots efforts as well,” Guevara says. “Knowledge is a powerful tool, and we will continue to invest in initiatives and programs that help consumers better navigate and manage incontinence.”
For its part, NorthShore Care Supply, a direct-to-consumer (DTC) brand of high absorbency adult diapers and incontinence supplies, has now launched three lines of briefs with a variety of colors and printed designs to help bring adult diapers into the fashion category, similar to what has already been done with adult pull-ups, says its founder and president Adam Greenberg. “People of all ages reported to us that only having adult diapers available in white or ‘medical looking’ colors was adding to their anxiety and depression of needing to use these products. Having adult diapers that are colorful, fun-looking and can match their personality is very uplifting for many people.”
Colored briefs are much more discreet under clothing such as jeans or leggings, he adds. “Customers report that these colorful adult diapers have allowed them the confidence to discuss their incontinence in a more positive manner with family and medical professionals thereby reducing the stigma they feel from living with incontinence.”
In November NorthShore launched its top-selling tab-style brief MegaMax in pink, blue and white. MegaMax is designed to assist individuals in managing heavy to total bladder or bowel incontinence with up to 12 hours of protection.
Products such as its MegaMax briefs fill the void left by many other brands reducing their offering of tab-style briefs or moving to thinner more breathable products, Greenberg explains. “We have seen an outcry for people with heavy incontinence of all ages desperate for tab-style briefs that provide lock-down protection all day or all night. The MegaMax line includes many of the features that other brands abandoned years ago to provide up to 12 hours of protection without risk of leaks, odors or sagging. MegaMax is especially popular with millennials who suffer from heavy incontinence but desire to lead an active life without limitations.”
DTC Brands Gain Attention
The growing prevalence of small DTC brands has been a hot topic in the hygiene industry for nearly a decade, since the Honest Company first launched an online subscription model for baby diapers, and other brands in baby and feminine care have followed suit. In more recent years, newcomers to the adult incontinence market are also hoping to find success with this business model.
In the incontinence market, Euromonitor’s Uduslivaia says the smaller, primarily DTC brands are engaged with consumers in a broader concept of wellness. On one hand, they’re not just carrying a selection of adult incontinence products, they’re also carrying related items such as supplements and skincare products. On the other hand, these brands are creating a platform where consumers turn to not just for product selection and product experience, but also a broader discussion of wellness and what other issues consumers may be having, such as stress, difficulties sleeping, etc. “These brands can engage in a meaningful way so they are becoming really part of a broader wellness conversation and it’s helping them differentiate themselves,” she adds.
One of these new players is Because Market, which first launched with a line of absorbent underwear in 2019. Today, Because has a full suite of high-quality and high-performing products, including adult protective underwear in multiple absorbencies and up to XXL, women’s pads, male guards, boosters and underpads. It’s also developed wipes, cleansers, barrier creams and other skincare items, supplements and CBD products.
Because has focused on reaching the 65+ market with its products. “It all started with our own families – we were the people who drove to six different stores trying to find supplies for our parents and grandparents but always came up short, unable to find what they needed at grocery stores and pharmacies,” says Luca Gualco, Because president and co-founder.
Gualco and Alexi Suvacioglu, CEO and co-founder of Because, then discovered that incontinence affects one in three older adults in the U.S., and most people go through it alone. “We knew we could improve the lives of older adults and wanted to offer an easy, one stop shop where caretakers and customers alike could find the products they needed, and have them shipped directly and discreetly to their doors,” he says. “Before Because, older adults were left with limited selection, lack of informed advice, and poor product design. Because was built from the ground up to specifically address this white space. We understand the changing needs of older adults through the tight connections we have with our customers - each of the thousands of weekly customer conversations, emails, texts and chats offer opportunities to learn more about what older adults need and develop more products with their first-hand feedback.”
Gualco says the company’s biggest point of differentiation is how its customers’ feedback is incorporated into all that it does. One specific example of this was extending the height of the side leakguards in its Overnight underwear ever so slightly, resulting in better side leak protection than what’s available in stores today.
In Fall 2019, Because acquired another DTC competitor Willow, which produced one of the slimmest protective underwear products on the market. “The Willow team built a great brand with a unique, super slim, Moderate underwear design we knew would complement our existing assortment of heavier absorbency Max and Overnight underwear products,” Gualco says. “We had admired the product and company from afar and are pleased with how seamlessly their business integrated into ours.”
Looking forward, Because plans to launch in the spring a new Maximum Underwear with a discreet fit in Beige and Grey, and a new superabsorbent Overnight Underwear in white. The products will be made in the USA with carbon neutral production and feature bio-based packaging.
Another newcomer to the incontinence products space was also influenced by the needs of a family member. Debuting last summer, Attn: Grace currently offer liners, pads, briefs and wipes, including a hybrid pad designed for women that captures both light bladder leaks and period flow.
The idea for Attn: Grace came from working in and personally living in a world tailored to the values and convenience that parents demand, says Alexandra Fennell, who co-founded Attn: Grace with her wife Mia.
“With young children, every month we had the rather joyful experience of opening our home-delivered subscription of beautifully designed, sustainably-minded baby diapers and related products,” says Fennell, who is also the company’s co-CEO. “And at the same time, in stark contrast, there was Mia’s mother—an incredibly refined, elegant 89 year old, struggling to manage her bladder leaks with a mix of utilitarian products that in no way matched who she was or what she valued. It all felt really archaic and unevolved, and we knew that there had to be a better way.”
Attn: Grace’s launch collection is made for the one-in-three women who experience bladder leaks. All of its products are high-performance, sustainably sourced and designed and body-and-earth friendly.
Attn: Grace’s products feature its signature CLN Design technology, and incorporate the most sustainable, renewable materials possible into the design, without compromising on performance. Its products also replace petroleum-based-synthetic top sheets with a 100% bio-based, ultra-gentle top sheet derived from sugarcane. The range is also 100% breathable and relies on active botanicals to combat odors, rather than synthetic fragrance. The products are also free of chlorine bleach, parabens, sulfates, latex, dyes, alcohol, lotions, heavy metals, unnecessary fillers or harsh chemicals. Its packaging is also made from GreenPE and all of its factories are certified 100% carbon neutral.
Attn: Grace expects to see growth for sustainable incontinence products in the future. “The whole world is, or soon will be, moving in this direction,” Fennell says. “The biggest drivers we see for this growth are really innovation on the products and materials side, and thankfully a growing awareness around the need for everyone (both individuals and companies) to minimize our environmental footprints. Women are also more aware than ever that what they put on or in their bodies matters. You’ve seen this for years in the period space—non-toxic, body-and-earth-friendly products have become table stakes there. I have no doubt that over time you’ll see the same thing happen in the urinary incontinence space.”
Rosenberg of Mintel says natural incontinence products are growing from a very small base and today, just a handful of natural menstrual brands like Cora and L have expanded into pads for light bladder leakage. “However, we believe that this will begin to accelerate,” he continues. “A demographic bubble of late middle-aged women is growing the demand for bladder support products. One outcome of this trend is that the category has increasing numbers of consumers who have purchased natural menstrual products and see an unmet need for natural incontinence products.”
According to Mintel, 59% of consumers express a preference for natural incontinence products, while 58% believe that brands should offer more sustainable incontinence products. “The category is only just beginning to meet this need, but closing the supply/demand gap will be one of the great product development opportunities. We anticipate that over time, mainstream brands will become strong natural product growth drivers as they are in femcare and baby care,” he says. “Whether this happens in heavy incontinence is less certain. Few consumers in this segment will trade performance for sustainability and cost is a big issue.”
New & Improved
New entrants to the market aren’t the only ones coming out with innovative products. In January, First Quality Products debuted 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.
Research shows it takes women up to six years to get comfortable discussing bladder changes with their doctors. Being part of the Prevail brand means Incognito customers also have 24/7 access to Prevail e-Nurses, available to confidentially answer questions.
“Women’s bodies go through various changes between pregnancy and menopause,” says First Quality global clinical director Michele Mongillo, RN, BSN, MSN, RAC-CT. “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.”
Incognito three-in-one pads protect against bladder leaks, menstrual leaks and daily discharge. They feature a superabsorbent core that locks in more wetness than a standard feminine hygiene pad while neutralizing odors. All Incognito products are 100% breathable, hypoallergenic and free from dyes and harsh ingredients.
The product line is made up of five items: liners for daily wear, three ultra-thin pads for more active days, and the maternity pad, which in addition for use immediately after childbirth can also address extra-heavy overnight needs.
“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.”
Incognito products will be available through Amazon and delivered in discreet packaging, providing added confidence and convenience.
On the reusable side, Swedish hygiene and health company Essity launched new ranges of washable absorbent underwear within its incontinence and feminine care products categories. The underwear offers invisible protection for up to eight hours, providing users with a more sustainable option than disposable protection.
In Essity’s incontinence products category, Tena Silhouette Washable Absorbent Underwear is for women with light bladder weakness with a focus on discretion. Meanwhile, in the fem care cateogry, Essity is launching a line of period underwear called intimawear under the brands Libresse, Bodyform and Nana. The two products have different gusset lengths and come in different styles and with different types of lace.
“Essity has always been at the forefront of sustainable innovation and been fast in responding to the changing needs of consumers. Therefore, we are very excited about our most recent innovation; the launch of absorbent and washable underwear. These products take wearing comfort to the next level and also demonstrate our commitment to sustainability by providing our consumers with a sustainable, reusable solution,” says Tuomas Yrjölä, president Global Brand, Innovation and Sustainability at Essity.
The launch of the products has commenced in Latin America and will continue in other markets in selected stores and online this quarter.
Meanwhile in the U.S., Kimberly-Clark 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 now include 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. The brand also updated the Depend Real Fit Briefs for Men line 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.
The new products, available at retailers nationwide, will be supported by The Only Thing Stronger Than Us Is You marketing campaign that aims to celebrate people managing incontinence.
The number of smart technologies launching for adult diapers continues to expand. Generally these wearable sensors send data from diapers to a smart phone application, alerting caretakers in real time when a diaper is soiled. By using intelligent sensors for diapers, caregivers can provide better and more personalized care to people with incontinence.
Just last month, Belgian hygiene products manufacturer Ontex announced the development of a smart solution to improve incontinence care for patients.
Ontex’s solution comprises 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.
Xavier Lambrecht, president, Ontex Healthcare Division, says: “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. 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.”
Ontex’s new smart diaper has successfully passed the first stage of its validation after six weeks of testing in normal conditions of use at a senior care facility in Belgium. Results show the potential to reduce cases of urine leaks on clothes and linen by up to 50%, therefore alleviating one of the most burdensome and costly tasks in institutions. The validation process will continue during the first half of 2021, with a gradual commercial launch in the second quarter of this year.
Meanwhile, last fall Essity launched Tena SmartCare, a new and reusable digital sensor for improved incontinence care. Tena SmartCare is available for both professional and family caregivers.
The sensor is attached on the outside of a Tena incontinence product. Family members or care professionals are notified when an incontinence product needs to be changed. This could, for example, ensure a better night’s sleep as the caregiver does not need to unnecessarily check and change an incontinence product. Once an incontinence product has been changed, the sensor can be easily attached to a new product. Tena SmartCare thereby contributes to improved well-being and hygiene and enables the right actions to be taken at the right time, and ensures optimal use of incontinence products.
Tena SmartCare became available in several European countries and the U.S. late last year, and will be gradually launched across other markets in 2021.
“More than 400 million people globally suffer from some form of incontinence. Tena SmartCare is an innovative and sustainable product that enables more individualized incontinence care, which benefits the care recipient, the caregiver and society at large,” says Ulrika Kolsrud, president Health and Medical Solutions at Essity.
Triple W, an innovator of connected health devices, recently launched the next generation of its DFree bladder sensor. Triple W plans to begin shipment of the new personal bladder sensor for urinary incontinence in late 2021 and it will be available directly to consumers through the company website and from certified retailers and distributors, including Cardinal Health.
The DFree device monitors the bladder using a non-invasive ultrasound sensor and notifies users or caregivers via smartphone or tablet when it is time to go. The new form factor, similar in size to a matchbox, is attached to the lower abdomen and monitors the user’s bladder safely using a personal ultrasound sensor, securely relaying the data to a user’s mobile device.
The next generation product is a smaller, less expensive, and more environmentally friendly alternative to disposable diapers offering users improved freedom of movement and quality of life.
According to Svetlana Uduslivaia, regional head of Research, Americas, at Euromonitor International, growth in the adult incontinence market is positive and significant opportunities in the space exist globally, across all markets. “This aging trend is obviously boosting the demand, but also innovation; innovation in terms of product formats for women and men and understanding what is needed,” she says.
In developing markets specifically, product variety increases including affordable solutions, access to products through retail increases and awareness and understanding of incontinence conditions continue to support growth in those markets, she adds.
Euromonitor expects this positive growth to continue in the next five years and projects $14 billion in retail sales in the adult incontinence market by the year 2025.
Another significant growth driver in the adult incontinence market is that the percentage of women who use menstrual products for incontinence is declining year-over-year, according to Jamie Rosenberg, senior global analyst at global market researcher Mintel.
“We found that 38% were using femcare products in 2018, 35% in 2019 and 33% as of November 2020,” he explains. “That’s still high, but it’s testament to the category’s efforts to reduce the stigma as well as an indicator of the growth potential that will occur as consumers use the right products.”
For years not only have brands and incontinence manufacturers been actively communicating with consumers about what products to use to properly manage instances of incontinence, but they’ve also worked to reduce social stigmas surrounding the condition.
Market leader Kimberly-Clark (K-C), through its Poise and Depend brands, has been focused on showing how its products can help consumers continue to live active lifestyles. “Increasing awareness and conversations around incontinence empowers consumers to seek answers and products to help them live their lives with confidence,” says Kubica Guevara, global brand director for Adult & Feminine Care, Kimberly-Clark.
Last year, K-C’s Poise brand launched a campaign in partnership with actress Busy Phillips called ‘It Takes Poise’ to encourage and inspire women to address taboo topics head-on and take matters into their own hands. The campaign aimed to spark honest conversations to help demystify leaks, banish bladder leakage insecurity, combat isolation through community, and ensure access to the right solutions.
Additionally, as part of its ongoing education and awareness efforts, K-C’s Poise and Depend brand websites feature helpful articles about incontinence and bladder leakage, the treatment and management of these issues, educational videos, and access to discussion forums and support groups.
“Overall, our adult care brands are committed to helping eliminate societal stigmas and breaking down conversational barriers – not only through partnerships, but through grassroots efforts as well,” Guevara says. “Knowledge is a powerful tool, and we will continue to invest in initiatives and programs that help consumers better navigate and manage incontinence.”
For its part, NorthShore Care Supply, a direct-to-consumer (DTC) brand of high absorbency adult diapers and incontinence supplies, has now launched three lines of briefs with a variety of colors and printed designs to help bring adult diapers into the fashion category, similar to what has already been done with adult pull-ups, says its founder and president Adam Greenberg. “People of all ages reported to us that only having adult diapers available in white or ‘medical looking’ colors was adding to their anxiety and depression of needing to use these products. Having adult diapers that are colorful, fun-looking and can match their personality is very uplifting for many people.”
Colored briefs are much more discreet under clothing such as jeans or leggings, he adds. “Customers report that these colorful adult diapers have allowed them the confidence to discuss their incontinence in a more positive manner with family and medical professionals thereby reducing the stigma they feel from living with incontinence.”
In November NorthShore launched its top-selling tab-style brief MegaMax in pink, blue and white. MegaMax is designed to assist individuals in managing heavy to total bladder or bowel incontinence with up to 12 hours of protection.
Products such as its MegaMax briefs fill the void left by many other brands reducing their offering of tab-style briefs or moving to thinner more breathable products, Greenberg explains. “We have seen an outcry for people with heavy incontinence of all ages desperate for tab-style briefs that provide lock-down protection all day or all night. The MegaMax line includes many of the features that other brands abandoned years ago to provide up to 12 hours of protection without risk of leaks, odors or sagging. MegaMax is especially popular with millennials who suffer from heavy incontinence but desire to lead an active life without limitations.”
DTC Brands Gain Attention
The growing prevalence of small DTC brands has been a hot topic in the hygiene industry for nearly a decade, since the Honest Company first launched an online subscription model for baby diapers, and other brands in baby and feminine care have followed suit. In more recent years, newcomers to the adult incontinence market are also hoping to find success with this business model.
In the incontinence market, Euromonitor’s Uduslivaia says the smaller, primarily DTC brands are engaged with consumers in a broader concept of wellness. On one hand, they’re not just carrying a selection of adult incontinence products, they’re also carrying related items such as supplements and skincare products. On the other hand, these brands are creating a platform where consumers turn to not just for product selection and product experience, but also a broader discussion of wellness and what other issues consumers may be having, such as stress, difficulties sleeping, etc. “These brands can engage in a meaningful way so they are becoming really part of a broader wellness conversation and it’s helping them differentiate themselves,” she adds.
One of these new players is Because Market, which first launched with a line of absorbent underwear in 2019. Today, Because has a full suite of high-quality and high-performing products, including adult protective underwear in multiple absorbencies and up to XXL, women’s pads, male guards, boosters and underpads. It’s also developed wipes, cleansers, barrier creams and other skincare items, supplements and CBD products.
Because has focused on reaching the 65+ market with its products. “It all started with our own families – we were the people who drove to six different stores trying to find supplies for our parents and grandparents but always came up short, unable to find what they needed at grocery stores and pharmacies,” says Luca Gualco, Because president and co-founder.
Gualco and Alexi Suvacioglu, CEO and co-founder of Because, then discovered that incontinence affects one in three older adults in the U.S., and most people go through it alone. “We knew we could improve the lives of older adults and wanted to offer an easy, one stop shop where caretakers and customers alike could find the products they needed, and have them shipped directly and discreetly to their doors,” he says. “Before Because, older adults were left with limited selection, lack of informed advice, and poor product design. Because was built from the ground up to specifically address this white space. We understand the changing needs of older adults through the tight connections we have with our customers - each of the thousands of weekly customer conversations, emails, texts and chats offer opportunities to learn more about what older adults need and develop more products with their first-hand feedback.”
Gualco says the company’s biggest point of differentiation is how its customers’ feedback is incorporated into all that it does. One specific example of this was extending the height of the side leakguards in its Overnight underwear ever so slightly, resulting in better side leak protection than what’s available in stores today.
In Fall 2019, Because acquired another DTC competitor Willow, which produced one of the slimmest protective underwear products on the market. “The Willow team built a great brand with a unique, super slim, Moderate underwear design we knew would complement our existing assortment of heavier absorbency Max and Overnight underwear products,” Gualco says. “We had admired the product and company from afar and are pleased with how seamlessly their business integrated into ours.”
Looking forward, Because plans to launch in the spring a new Maximum Underwear with a discreet fit in Beige and Grey, and a new superabsorbent Overnight Underwear in white. The products will be made in the USA with carbon neutral production and feature bio-based packaging.
Another newcomer to the incontinence products space was also influenced by the needs of a family member. Debuting last summer, Attn: Grace currently offer liners, pads, briefs and wipes, including a hybrid pad designed for women that captures both light bladder leaks and period flow.
The idea for Attn: Grace came from working in and personally living in a world tailored to the values and convenience that parents demand, says Alexandra Fennell, who co-founded Attn: Grace with her wife Mia.
“With young children, every month we had the rather joyful experience of opening our home-delivered subscription of beautifully designed, sustainably-minded baby diapers and related products,” says Fennell, who is also the company’s co-CEO. “And at the same time, in stark contrast, there was Mia’s mother—an incredibly refined, elegant 89 year old, struggling to manage her bladder leaks with a mix of utilitarian products that in no way matched who she was or what she valued. It all felt really archaic and unevolved, and we knew that there had to be a better way.”
Attn: Grace’s launch collection is made for the one-in-three women who experience bladder leaks. All of its products are high-performance, sustainably sourced and designed and body-and-earth friendly.
Attn: Grace’s products feature its signature CLN Design technology, and incorporate the most sustainable, renewable materials possible into the design, without compromising on performance. Its products also replace petroleum-based-synthetic top sheets with a 100% bio-based, ultra-gentle top sheet derived from sugarcane. The range is also 100% breathable and relies on active botanicals to combat odors, rather than synthetic fragrance. The products are also free of chlorine bleach, parabens, sulfates, latex, dyes, alcohol, lotions, heavy metals, unnecessary fillers or harsh chemicals. Its packaging is also made from GreenPE and all of its factories are certified 100% carbon neutral.
Attn: Grace expects to see growth for sustainable incontinence products in the future. “The whole world is, or soon will be, moving in this direction,” Fennell says. “The biggest drivers we see for this growth are really innovation on the products and materials side, and thankfully a growing awareness around the need for everyone (both individuals and companies) to minimize our environmental footprints. Women are also more aware than ever that what they put on or in their bodies matters. You’ve seen this for years in the period space—non-toxic, body-and-earth-friendly products have become table stakes there. I have no doubt that over time you’ll see the same thing happen in the urinary incontinence space.”
Rosenberg of Mintel says natural incontinence products are growing from a very small base and today, just a handful of natural menstrual brands like Cora and L have expanded into pads for light bladder leakage. “However, we believe that this will begin to accelerate,” he continues. “A demographic bubble of late middle-aged women is growing the demand for bladder support products. One outcome of this trend is that the category has increasing numbers of consumers who have purchased natural menstrual products and see an unmet need for natural incontinence products.”
According to Mintel, 59% of consumers express a preference for natural incontinence products, while 58% believe that brands should offer more sustainable incontinence products. “The category is only just beginning to meet this need, but closing the supply/demand gap will be one of the great product development opportunities. We anticipate that over time, mainstream brands will become strong natural product growth drivers as they are in femcare and baby care,” he says. “Whether this happens in heavy incontinence is less certain. Few consumers in this segment will trade performance for sustainability and cost is a big issue.”
New & Improved
New entrants to the market aren’t the only ones coming out with innovative products. In January, First Quality Products debuted 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.
Research shows it takes women up to six years to get comfortable discussing bladder changes with their doctors. Being part of the Prevail brand means Incognito customers also have 24/7 access to Prevail e-Nurses, available to confidentially answer questions.
“Women’s bodies go through various changes between pregnancy and menopause,” says First Quality global clinical director Michele Mongillo, RN, BSN, MSN, RAC-CT. “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.”
Incognito three-in-one pads protect against bladder leaks, menstrual leaks and daily discharge. They feature a superabsorbent core that locks in more wetness than a standard feminine hygiene pad while neutralizing odors. All Incognito products are 100% breathable, hypoallergenic and free from dyes and harsh ingredients.
The product line is made up of five items: liners for daily wear, three ultra-thin pads for more active days, and the maternity pad, which in addition for use immediately after childbirth can also address extra-heavy overnight needs.
“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.”
Incognito products will be available through Amazon and delivered in discreet packaging, providing added confidence and convenience.
On the reusable side, Swedish hygiene and health company Essity launched new ranges of washable absorbent underwear within its incontinence and feminine care products categories. The underwear offers invisible protection for up to eight hours, providing users with a more sustainable option than disposable protection.
In Essity’s incontinence products category, Tena Silhouette Washable Absorbent Underwear is for women with light bladder weakness with a focus on discretion. Meanwhile, in the fem care cateogry, Essity is launching a line of period underwear called intimawear under the brands Libresse, Bodyform and Nana. The two products have different gusset lengths and come in different styles and with different types of lace.
“Essity has always been at the forefront of sustainable innovation and been fast in responding to the changing needs of consumers. Therefore, we are very excited about our most recent innovation; the launch of absorbent and washable underwear. These products take wearing comfort to the next level and also demonstrate our commitment to sustainability by providing our consumers with a sustainable, reusable solution,” says Tuomas Yrjölä, president Global Brand, Innovation and Sustainability at Essity.
The launch of the products has commenced in Latin America and will continue in other markets in selected stores and online this quarter.
Meanwhile in the U.S., Kimberly-Clark 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 now include 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. The brand also updated the Depend Real Fit Briefs for Men line 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.
The new products, available at retailers nationwide, will be supported by The Only Thing Stronger Than Us Is You marketing campaign that aims to celebrate people managing incontinence.
The number of smart technologies launching for adult diapers continues to expand. Generally these wearable sensors send data from diapers to a smart phone application, alerting caretakers in real time when a diaper is soiled. By using intelligent sensors for diapers, caregivers can provide better and more personalized care to people with incontinence.
Just last month, Belgian hygiene products manufacturer Ontex announced the development of a smart solution to improve incontinence care for patients.
Ontex’s solution comprises 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.
Xavier Lambrecht, president, Ontex Healthcare Division, says: “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. 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.”
Ontex’s new smart diaper has successfully passed the first stage of its validation after six weeks of testing in normal conditions of use at a senior care facility in Belgium. Results show the potential to reduce cases of urine leaks on clothes and linen by up to 50%, therefore alleviating one of the most burdensome and costly tasks in institutions. The validation process will continue during the first half of 2021, with a gradual commercial launch in the second quarter of this year.
Meanwhile, last fall Essity launched Tena SmartCare, a new and reusable digital sensor for improved incontinence care. Tena SmartCare is available for both professional and family caregivers.
The sensor is attached on the outside of a Tena incontinence product. Family members or care professionals are notified when an incontinence product needs to be changed. This could, for example, ensure a better night’s sleep as the caregiver does not need to unnecessarily check and change an incontinence product. Once an incontinence product has been changed, the sensor can be easily attached to a new product. Tena SmartCare thereby contributes to improved well-being and hygiene and enables the right actions to be taken at the right time, and ensures optimal use of incontinence products.
Tena SmartCare became available in several European countries and the U.S. late last year, and will be gradually launched across other markets in 2021.
“More than 400 million people globally suffer from some form of incontinence. Tena SmartCare is an innovative and sustainable product that enables more individualized incontinence care, which benefits the care recipient, the caregiver and society at large,” says Ulrika Kolsrud, president Health and Medical Solutions at Essity.
Triple W, an innovator of connected health devices, recently launched the next generation of its DFree bladder sensor. Triple W plans to begin shipment of the new personal bladder sensor for urinary incontinence in late 2021 and it will be available directly to consumers through the company website and from certified retailers and distributors, including Cardinal Health.
The DFree device monitors the bladder using a non-invasive ultrasound sensor and notifies users or caregivers via smartphone or tablet when it is time to go. The new form factor, similar in size to a matchbox, is attached to the lower abdomen and monitors the user’s bladder safely using a personal ultrasound sensor, securely relaying the data to a user’s mobile device.
The next generation product is a smaller, less expensive, and more environmentally friendly alternative to disposable diapers offering users improved freedom of movement and quality of life.
