Incontinence products grow more sophisticated to meet needs of consumers

by | Apr 19, 2012

According to a report in HME News, the adult briefs and undergarments is shifting from a bulk-load commodity to a more sophisticated product, tailored for specific types of customers.

According to the article, the aging baby boomer population is more discriminating in its product demands and makers of incontinence supplies are responding by creating brands designed to appeal to this growing demographic.

Attends North America has developed a new line of overnight protective underwear that provides consumers the comfort and fit of an underwear-style product. They are also focused on solutions that can improve skin wellness and overall healthier outcomes.

Another company, Unique Wellness, has created a special incontinence management program to help consumers save money and prevent wounds. Their garment concept–based on NASA’s design for astronauts–employs a five-layer system that keeps skin dry and hides odor.

The U.S. Census Bureau reports that roughly 13% of all Americans are age 65 and older and that number is expected to expand to 20% by 2030. People are living longer and enjoying more active, healthy lifestyles. This has created a growing demand for adult incontinence products that allow a high degree of mobility and independence.

Boomers are also acutely aware of the incontinence issue through the mainstream media, which is influencing their attitudes about it, said Greg Bosco, vice president of sales and marketing for Invacare Supply Group.

“With spokespeople like Whoopi Goldberg for Kimberly Clark and primetime television commercials for Tena, it can no longer be a taboo subject,” he said. “The ratio of population affected by incontinence is now one in three. This is a multi-billion dollar industry. Manufacturers are using feedback on fit and materials and transforming these products to be more streamlined for the mainstream population. The products out now are a far cry from the bulky white products of yesteryear. Also, the terminology has evolved from ‘diaper’ to ‘liner,’ ‘brief,’ and ‘protective underwear’ to promote dignity and a sense of normalcy for needing such products.”

View complete HME News article here:

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