The number afflicted with incontinence is growing rapidly

by Holly Ockelmannmerchandising analyst, part of Monthly Retailer Category Tips

The adult incontinence market continues to grow. Make sure you are serving your patients who are trying to manage this condition.

  • The number afflicted with incontinence is growing rapidly due to health conditions that increase the risk of urinary incontinence. The focus is no longer solely on the elderly but younger people who still have very active lifestyles and want products that allow them to lead normal lives. Now is a good time to assess if your incontinence department is the right size to fit your customers’ needs. Review your incontinence department sales over the past year to determine that you have the right assortment as well as sufficient products on hand to avoid out of stocks on your most popular items. Customers will shop elsewhere if they don’t find the product they need.
  • Only two out of 10 adults use incontinence products to manage urine leakage. Seventy percent of women are still using feminine care products to manage light bladder leakage (LBL). Due to the wide range of those with incontinence, manufacturers are now reaching a larger audience and breaking down the stigmas associated with bladder leakage. Incontinence products garner higher profit margins than feminine care products so it’s to your benefit to encourage the purchase of these items. Locating your incontinence department next to feminine care can make it easier for patients to transition to products better suited to address their condition.
  • In early 2020, Kimberly-Clark® will be relaunching their Depend® Silhouette® line with product improvements such as close-to-body style for a discreet look, new softer fabric, and additional sizes for a more comfortable fit. They will also be adding new colors. Depend Real Fit® will also undergo new product improvements. Watch for these new product launches, and add the items that will meet your customers’ needs.