The time may not be far off when more adults need diapers than babies, potentially a huge opportunity for manufacturers of incontinence products - if they can lift the stigma that has long constrained sales by Richa_Writes ritsukoandos
) reckon only half of the more than 400 million adults likely to be affected by weak bladders, are buying the right products, because they are too embarrassed.
The company is focusing particularly on people with mild bladder issues where it sees the biggest growth as people lead more active lives. Unicharm’s sales of absorbent pads and liners that target this market were up 8% last year. Yet it is still difficult for companies to persuade people they should buy specially made incontinence products.
Kimberly-Clark has reached out to them directly over the years in light-hearted ad campaigns featuring actresses Whoopi Goldberg and Kirstie Alley.Kimberly-Clark’s Poise brand is aimed at younger women like Ellie Foster, a 31-year-old from Maine, who has struggled with leaks since having her first child a year-and-a-half ago but is too embarrassed to buy products that might help her.
Essity said it tries to package and market its products in a way that avoids associations with ageing.
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