Karen McIntrye, Editor10.30.23
Building on the popularity of reusable hygiene products in the menstrual and incontinence care markets, German hygiene company pelzGROUP is looking to marry the worlds of disposables and textiles with a new product innovation that comprises a pair of traditional underpants with a pocket to contain a five by 20 millimeter disposable absorbent strip containing a high superabsorbent polymer concentration.
Unlike disposable or washable absorbent underwear, the incorporation of a replaceable high performance absorbent liner allows for easier changes after insult because the wearer can slip the pad in and out of a pocket without removing the complete garment. This is ideal for people suffering from medium incontinence and creates significantly less waste than other formats. Also, unlike washable formats, the liner contains SAP securely locking the urine and better managing odor control. pelzGROUP has also filed patents for a flushable absorbent strip only using plant-based materials which will solve the issue of disposing the used article and turn the amount of plastic waste to zero.
As reusable underwear products—for both feminine care and incontinence management—continue to gain attention, from both retailers and consumers, as well as multinational companies with their investment dollars, companies are facing significant pricing pressure. While the market for reusable incontinence items continues to grow steadily, at about 6.3% per year, according to Future Market Insights, current formats face a lot of competition.
“You cannot enter this washable market with a me-too product, which you can only do on price. You have to enter this market on function offering a real USP,” adds Henning Röttger, head of business development. “We are looking at value-based pricing, not cost-based pricing—because the second has really challenged the industry and limited innovation.”
pelzGROUP, which has a long history in absorbent products, partnered with a family-owned German textile company to develop the washable underwear component of the product. This company already supplies underwear for a premium brand. Now, pelzGROUP is seeking partners, who are interested in entering the reusable period care and incontinence care market with a new and original concept.
Once available on the market, the product will be sold in a starter pack, containing the underwear and the pads and as refills, including just the pads. “The waste is limited to what it needs to be—just the absorbent area—and it is very easy to change in public restrooms,” says Röttger.
The absorbent pad comprises an airlaid core with a high amount of superabsorbent polymer wrapped in a cotton spunlace nonwoven. For men, the pouch is in the front, while for women it is in the same location as a panty liner. The strip is able to absorb 100 milliliters of liquid—making it ideal for light- to medium-incontinence and menstrual care applications—and is very easy to change. Future generations of the pad—planned to be introduced in 2025—will be flushable, which is especially attractive to male incontinence sufferers who don’t have as many disposable options in public bathrooms.
“The product is really ideal for light- to medium- bladder leakage (LBL/MBL) which represents about 70% of all incontinence problems,” Röttger says. “You don’t need a big pile of material between the legs to deal with these problems.” With the flushable version of the absorbent strip, made of 100% plant based and biodegradable materials the amount of plastic waste will be finally reduced to zero, demonstrating that it is possible to design absorbent hygiene products with zero plastic waste without compromise in functionality compared to established disposable absorbent hygiene products.
The development of sustainable product formats for the hygiene market has been top of mind at pelzGROUP throughout its history. Earlier this year the company partnered with fiber manufacturer Kelheim Fibres and nonwovens producer Sandler to develop a new panty liner that is plastic-free according to the European Single-Use Plastics Directive (SUPD). The partnership between the three companies was formed under the Open Innovation principle, which allowed for creative idea exchange.
“Our panty liner meets the strict requirements of the European Single-Use Plastics Directive (SUPD) while also matching the performance of conventional synthetic products. At the same time, our new panty liner has a completely European supply chain. This means short distances and therefore low emissions, and—especially in times of global disruption—reliability for our customers,” emphasizes Röttger.
The panty liner is commercially available under the pelzGROUP’s Cosmea brand.
Unlike disposable or washable absorbent underwear, the incorporation of a replaceable high performance absorbent liner allows for easier changes after insult because the wearer can slip the pad in and out of a pocket without removing the complete garment. This is ideal for people suffering from medium incontinence and creates significantly less waste than other formats. Also, unlike washable formats, the liner contains SAP securely locking the urine and better managing odor control. pelzGROUP has also filed patents for a flushable absorbent strip only using plant-based materials which will solve the issue of disposing the used article and turn the amount of plastic waste to zero.
As reusable underwear products—for both feminine care and incontinence management—continue to gain attention, from both retailers and consumers, as well as multinational companies with their investment dollars, companies are facing significant pricing pressure. While the market for reusable incontinence items continues to grow steadily, at about 6.3% per year, according to Future Market Insights, current formats face a lot of competition.
“You cannot enter this washable market with a me-too product, which you can only do on price. You have to enter this market on function offering a real USP,” adds Henning Röttger, head of business development. “We are looking at value-based pricing, not cost-based pricing—because the second has really challenged the industry and limited innovation.”
pelzGROUP, which has a long history in absorbent products, partnered with a family-owned German textile company to develop the washable underwear component of the product. This company already supplies underwear for a premium brand. Now, pelzGROUP is seeking partners, who are interested in entering the reusable period care and incontinence care market with a new and original concept.
Once available on the market, the product will be sold in a starter pack, containing the underwear and the pads and as refills, including just the pads. “The waste is limited to what it needs to be—just the absorbent area—and it is very easy to change in public restrooms,” says Röttger.
The absorbent pad comprises an airlaid core with a high amount of superabsorbent polymer wrapped in a cotton spunlace nonwoven. For men, the pouch is in the front, while for women it is in the same location as a panty liner. The strip is able to absorb 100 milliliters of liquid—making it ideal for light- to medium-incontinence and menstrual care applications—and is very easy to change. Future generations of the pad—planned to be introduced in 2025—will be flushable, which is especially attractive to male incontinence sufferers who don’t have as many disposable options in public bathrooms.
“The product is really ideal for light- to medium- bladder leakage (LBL/MBL) which represents about 70% of all incontinence problems,” Röttger says. “You don’t need a big pile of material between the legs to deal with these problems.” With the flushable version of the absorbent strip, made of 100% plant based and biodegradable materials the amount of plastic waste will be finally reduced to zero, demonstrating that it is possible to design absorbent hygiene products with zero plastic waste without compromise in functionality compared to established disposable absorbent hygiene products.
The development of sustainable product formats for the hygiene market has been top of mind at pelzGROUP throughout its history. Earlier this year the company partnered with fiber manufacturer Kelheim Fibres and nonwovens producer Sandler to develop a new panty liner that is plastic-free according to the European Single-Use Plastics Directive (SUPD). The partnership between the three companies was formed under the Open Innovation principle, which allowed for creative idea exchange.
“Our panty liner meets the strict requirements of the European Single-Use Plastics Directive (SUPD) while also matching the performance of conventional synthetic products. At the same time, our new panty liner has a completely European supply chain. This means short distances and therefore low emissions, and—especially in times of global disruption—reliability for our customers,” emphasizes Röttger.
The panty liner is commercially available under the pelzGROUP’s Cosmea brand.
