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In today's aging society, new potential users enter the market every day, and manufacturers are stepping up efforts to develop new technologies and products to meet the needs of various types of adult incontinence users. Svetlana Uduslivaia, research manager at Euromonitor International, said: "Overall, the potential for adult incontinence in the global retail industry alone is estimated at more than 8 billion units, and this figure is even higher when the increased opportunities presented by institutional consumption are considered, especially as healthcare systems in developing markets improve."

This potential prompted P & G to re-enter the market in 2014. Since then, the company's Always Discreet brand has continued to grow its market share, with sales up 20 percent in 2017, according to market research firm IRI. Still, K-C, which owns the Depend and Poise brands, remains the market leader, holding 50 percent of the $1.8 billion market in the U. S.

Globally, Kimberly-Clark and Sweden's Essity (formerly SCA) continue to compete for the top spot in the global retail market for incontinence products, with Japan's Unicharm in third place. Procter & Gamble continues to strive to maintain strong growth worldwide.

Uduslivaia said the growth in sales and demand was driven by a number of factors. "In terms of population, the world is aging, and the incidence of urinary incontinence is increasing with age, so the consumption group of adult incontinence products is increasing," she said. "In addition, the growth of obesity, cancer and other health problems is further boosting the demand, because these usually cause an increased risk of urinary incontinence."

Demographic and health factors, as well as increased knowledge and understanding of incontinence, have led to the standardization of incontinence products, more convenient purchase channels, and more product formats (to meet more specific needs and situations).

Tom Wilson, managing director of CenterBrain Partners, who is also an expert in hygiene product development, explained more simply where the interest in adult incontinence products lies: "With 10000 baby boomers turning 65 every morning, that's where the real interest is. There aren't too many markets like this-the market is large and strong and is expected to grow in the long term."

Manufacturers of disposable hygiene products are constantly looking for new ways for patients to better cope with the problems they face. "When I worked at Kimberly-Clark 20 years ago, bulky adult diapers dominated the market," Wilson recalls. "We first made panty-style products for adults, and then immediately saw this product replace adult diapers. They were snappier and easier to put on and take off. It was all about maintaining the dignity of the user."

Since then, manufacturers have extensively studied this panty-style design to bring adult incontinence products closer to ordinary panties in terms of fit, thinness, softness and fit. Procter & Gamble has also taken a step forward with its latest Always Discreet Boutique-a beautiful line of urine-proof panty-style products. The company said the new range allows adult incontinence products to go from under the bathroom sink to people's underwear drawers.

Sion Agami, a researcher in P & G's feminine care business, was also a key collaborator in creating the panty-style product. He said that Procter & Gamble developed this product line to meet user needs by talking to users, listening to their stories and considering thousands of design combinations. He said: "We have the opportunity to help people maintain their self-esteem and make them feel beautiful again. By doing the right research at the right time, we can develop the right strategies."

Before the Always Discreet line was launched three years ago, P & G had no adult incontinence category at all, and now they have the second or third largest market share in many regions and categories. The company launched its Always Discreet Boutique in Europe in June last year and in the US in July, with Agami explaining: "We're replacing bulky diapers with sexy lingerie."

In order to develop products and accurately understand the needs of incontinent users, Procter & Gamble created an online community that allows women to interact with other women who are troubled by similar situations. This community forum contributes to P & G's research efforts and helps product developers better understand user behavior. "One of the main obstacles facing this group is that their self-esteem is hurt or they feel isolated. Once we realize this, we can target an ideal solution," Agami said."

Moreover, 77% of users of leak-proof products said that although they have a good effect on preventing urine leakage, they also make users feel older and their self-confidence and femininity are also eroded. 2/3 women who have tried urine-proof products will try to avoid wearing them even if they know the need to use them. P & G hopes that this situation can change as soon as possible, so with the help of underwear experts and fashion designers, it uses silky fabrics and streamlined tight-fitting designs, coupled with rose and delicate lace prints, so as to make this kind of products completely changed.

From the perspective of the development process and the final result, the products created by P & G are closely integrated with the marketing message-the sexiest thing women can wear is confidence, which was discovered by P & G long before the final product was developed. The company's researchers hope to transform the adult incontinence category from a "desperate aisle" to a tool for women's empowerment.

Jeannie Tharrington of P & G North America's women's care business said that throughout the Always Discreet series, P & G has been committed to raising the standard of product experience to make it simple and comfortable. They apply years of technological innovation and consumer knowledge in the feminine care and infant care categories to the design of adult incontinence products. For example, Unique RapidDry protection technology, Double LeakGuard Barriers can help prevent leaks, and unique OdorLock technology can eliminate odors immediately.

Tharrington said: "With the soft and smooth fabric and the curved and tight silhouette design, the Always Discreet Boutique provides women with the ultimate protection and helps women live confidently without compromise."

Market leader Kimberly-Clark also continues to innovate in the Depend and Poise adult incontinence brands. The company announced in April 2017 that Depend Real Fit, Depend Silhouette and Depend Silhouette Active Fit Briefs have all been improved, with better appearance and wearing feeling than before. Jennifer Nobui, Senior Brand Manager, said: "The Depend brand is committed to improving the lives of patients with bladder leaks and providing dignified solutions. We bring comfort, protection and confidence to users through innovation and design."

To help eliminate the stigma associated with urinary incontinence, the Depend brand has partnered with three users who, with the help of these new and improved products, are able to engage in normal daily activities, such as practicing yoga as a yoga instructor, saving lives as a firefighter, or dancing as a dancer in a show.

Cooperation with the market

Experts in disposable products have used their decades of experience in product development to create a new adult incontinence product design that uses multiple layers of different superabsorbent polymers to manage liquid absorption in different ways. Fast and complete absorption. This design can provide stable protection, excellent SAP absorption management, light and dry, and more comfortable, but also free to move, and ultimately let the user regain confidence.

"Pulp reduction is not as easy as people think because you need the functionality of pulp," said Joe Howard, CEO of Advanced Absorbent Technologies(AAT), which has incorporated the technology into a new design for Alyne brand adult incontinence briefs. In November 2017, Alyne won the Hygienix Innovation Award for excellence in the product at the annual INDA Hygienix conference.

Howard said: "In the past few years, people have realized that the user base is much broader in the age range. These consumers need and are given more opportunities to make choices to ensure that they wear more comfortable products. They want products that are as close to real underwear as possible. That's why thinness and other design elements need to be rethought."

However, manufacturers must be aware of the cost of such a solution. A heavy user needs to spend $1200-1500 per year on incontinence products, which is a considerable amount for a fixed income user. While Alyne is clearly a premium product, Howard also said his company doesn't price it that way. "We didn't set the price this way because of users who may not be able to afford it. Although some users can afford higher prices, we understand that adult incontinence products are not only needed by the latter. Every group needs it."

Tena maintains strong growth

While Essity's Tena brand has already felt the impact of P & G's North American launch, the company continues to grow strongly around the world, supported by its years of innovation and marketing, and dominates in Western Europe.

Uduslivaia said: "The company supports its products through continuous innovation and marketing, such as innovative methods of marketing a new line of male incontinence underwear."

In the spring of 2017, Tena launched a "Mr. Pantstastic" marketing campaign to make men as proud as Calvin Klein underwear models. This campaign aims to normalize the taboo topic of male incontinence, and then promote a new absorbent underwear product. It uses a gray stripe design and an elastic waistband to make it look and feel more like men's daily underwear.

Tena's recent initiatives also include revamping its product portfolio to improve skin health. Tena Premium Briefs, Protective Underwear and Heavy Pad incontinence products now use Tena ConfioAir 100% ventilation technology, which allows excess water to evaporate, helping users maintain skin moisture balance and improve wearer comfort.

This technology has a unique microporous outer layer that allows the moisture in the inner absorbent core to evaporate. This helps to maintain the skin's natural moisture balance, allowing it to breathe, and keeping the product-wrapped skin dry and comfortable.

"We're not just thinking about the product, we're focused on the user and looking for new solutions that provide the best fit and functionality," said Jessica Lan, director of product management for North America Health and Medical Solutions at Essity. "We're upgrading our range of absorbent products to give users more choice to get care and improve skin health at the same time."

Uduslivaia said: "Adult incontinence is a complex situation for consumers, and many people do not have enough knowledge to choose the right type of product. Therefore, professional advice is needed to ensure that the right type of product is selected to be protected. Incontinence symptoms can also change over time, which means that product choices need to be changed or adjusted in time."