Monthly Retailer Category Tips — Incontinence

December 14, 2020By Behind the Shelf Blog, Monthly Retailer Category Tips, Resources focused on Independent Pharmacy

Make shopping your incontinence department easy on your customers.

by Holly Ockelmann, merchandising analyst, part of Monthly Retailer Category Tips

  • Urinary incontinence affects millions of Americans. About one out of two women and one out of four men suffer urinary incontinence symptoms.1 For many consumers, this is a department that can be emotional to enter and confusing to shop. People entering the category will typically try five products before they find the right item for them. Once the Middle-aged woman in the parkcustomer finds the product that works for them, they are reluctant to switch because they do not want to risk product failure. This results in a very high loyalty rate with repeat purchases. Review your incontinence Never Outs® to ensure you stock the top-selling products and use signs to help customers — especially those new to the department — hone in on these popular items.
  • There are five different types of incontinence. Stress incontinence occurs with coughing, sneezing, and exercise. Urge incontinence is experienced as sudden, involuntary bladder contractions that prompt urination. Mixed incontinence is a combination of stress and urge incontinence. Overflow incontinence is the inability of the bladder to fully empty and is primarily due to bladder obstruction. Lastly, uncharacterized incontinence is due to a cognitive impairment.1 Because consumers are reluctant to enter the category and have trouble finding the right products, your shelves must be stocked with a variety of items ranging from light to heavy absorbency to address all condition types. 
  • The incontinence personal care subcategory represents nearly 36% of category sales.2 These products include cleansers, washes, moisturizers, barriers, and wipes, and tend to be more profitable to your bottom line. You should carry a variety to meet the needs of the customers across all condition types described earlier. Positioning personal care products on the top shelf next to disposable pads will place them at eye level for easy product selection and encourage cross-purchase opportunities. 

1https://www.urologyhealth.org/urologic-conditions/urinary-incontinence
2Hamacher Resource Group, Inc. — Wholesaler Withdrawal — 52 weeks