Most people do not spend much time thinking about incontinence – until they have to. Then it becomes something else entirely: not just a practical problem, but an emotional one that many women manage quietly for years before doing anything about it.
One of the things that has stood out to me most in my role at P&G is how different this category is from many others. That silence is a big part of the reason why. Unlike many grocery categories, where growth challenges are often linked to distribution, visibility or innovation, adult incontinence faces a more fundamental barrier: consumer acceptance.
Around one in three consumers will experience incontinence at some point in their lives. Yet according to our research, over half of consumers who experience it are still not using products designed specifically for their needs.
Instead, many consumers adapt. They change routines, avoid situations that feel unpredictable and delay entering the category altogether – in some cases for up to seven years after first experiencing symptoms.
Retailers have already played an important role in changing that. Over the past decade, shelf space dedicated to adult incontinence has expanded significantly, making products easier to find and helping to bring the category into everyday shopping journeys.
That matters because many consumers still shop the category quickly. There is often a degree of discomfort around the purchase, with shoppers wanting to find what they need and move on. Clear navigation, straightforward product information and strong in-store visibility can make that process easier.
But one of the biggest hurdles is encouraging consumers to try a dedicated incontinence product for the first time. That’s why trial is so important. Through sampling and couponing programmes with some of our retail partners, we’ve focused on giving consumers the opportunity to experience products designed specifically for incontinence. When consumers find a solution that works for them, they’re far more likely to become long-term category users.
The challenge of incontinence awareness
Awareness remains another challenge. Despite how common incontinence is, many consumers still don’t realise there are products designed specifically for their needs. That’s why initiatives like Always Discreet’s Squeeze the Day campaign, run with some of our retail partners, matter – encouraging consumers to prioritise their pelvic floor health and helping to break the taboo around incontinence. By bringing those conversations into stores and everyday settings, we’ve tried to make a topic that can often feel uncomfortable seem more normal.
Encouragingly, progress is happening. One thing that has struck me recently is seeing influencers talk openly about incontinence and the products they use without any commercial partnership. It’s the kind of conversation that would have been far less common a decade ago.
We’re seeing that shift reflected in behaviour too: the proportion of people experiencing incontinence who buy products designed specifically for it has more than doubled over the past decade.
To me, that’s proof of what retailers and manufacturers can achieve when they work together. Awareness is growing, stigma is reducing and more consumers are recognising that support is available when they need it.
That’s proof of what retailers and manufacturers can achieve when we work together. The opportunity isn’t simply to put more products on shelves. It’s to help more consumers recognise that support is available, give them the confidence to try solutions designed for their needs and continue removing the stigma that has surrounded incontinence for far too long. When we do that, category growth follows.
Jenna Duguid is senior sales director at Procter & Gamble UK
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