Understand the Differences

Who says “youth is king”? Sure, popular culture supports this notion with music, movies and other forms of media that are slanted toward younger consumers. However, the data are starting to tell a different story: Birth rates have yet to recover after years of decline, while the aging population continues to grow.

In fact, 10,000 baby boomers are turning 65 every day, according to the Pew Research Center, Washington, D.C. This growing demographic is bringing to the forefront the changing needs of an aging consumer base. Retailers will need to make sure their store brand offerings are aligned to serve both their youngest and oldest consumers appropriately.

Similar, but different

Adult incontinence products and infant diapers serve fundamentally the same purpose: to keep users protected from contact with their waste. But that is where the majority of the similarities end. Successful retailers understand the distinction between the two and are prepared to address the two categories separately.

According to “Disposable Baby Products — US,” an April 2014 report from global market research firm Mintel, products in the baby products category have high household penetration, as parents need these products to care for their infants and toddlers. However, category sales are stagnant as a result of declining birth rates and frugal consumer shopping habits.

Therefore, Mintel recommends that market players consider pursuing product opportunities that expand the market and enhance current product offerings. Products that offer convenience and portability such as disposable changing-table liners and bibs could create interest and potentially keep consumers in the category longer.

Convenience and portability are also important trends in adult incontinence.

“As life expectancy and, more importantly, quality of life increases, seniors will continue to seek out products that allow them the freedom and flexibility to venture out of their homes and participate in any activity they wish,” says Fernando Gallego, director of retail sales for Diamond Wipes, Chino, Calif.

In demand, too, are products that offer discreet protection from incontinence episodes.

“We see an overall trend within adult incontinence towards a more ‘normal’ type of pants in the two-piece system, [which] consists of one pad and one pant,” says Robert Sadolin, sales manager for Tytex, Ikast, Denmark.

And as consumers begin to demand a little more from this category, technological advances will have to keep up.

“We anticipate that we will see an increase in technological advancements [that will] enable caretakers to monitor or even predict leakage early on or even before it happens,” Sadolin explains. “Also, new ways of avoiding odors through development in the pads is going to be a demand for the future.”

Meet male needs

According to “Feminine Hygiene and Sanitary Protection Products — US,” a May 2014 Mintel report, feminine hygiene category growth is coming from incontinence products and not sanitary protection products. This segment is growing faster than other segments — and will continue to grow. While older women prefer to use sanitary protection products for both their feminine needs and light bladder leakage (LBL), younger women choose LBL-specific products, as they are more aware of these product offerings.

However, the reality is different when it comes to male incontinence needs and products.

“The present crop of products are nothing more than repositioned feminine hygiene or feminine incontinence products,” says Matthew Diersen, sales director of fast-moving consumer goods for Rocky Mount, Va.-based McAirlaid’s Inc.

He goes on to explain that the current guards and shields are essentially large sanitary napkins or slightly reconfigured liners — neither of which is adequate for the specific needs of male consumers.

“The male anatomy being what it is, it is not static,” he adds. “So when you look at those guards and shields, if a man is suffering from an incontinence issue — be it light, heavy or moderate — and his anatomy isn’t lined up perfectly on that product, you have a significant concern that you could be putting yourself in an embarrassing situation.”

Later this year, McAirlaid’s will be rolling out a product that is designed with the male anatomy in mind. It is essentially an absorbent urinary pouch that will be affixed by a hook-and-loop system to keep it in place. The absorbent pad within the pouch runs the entire length of the product, making it very convenient, quiet and — most importantly — discreet.

Say it loud and proud

For an issue not many like to discuss, adult incontinence increasingly is finding its way into the conversation on aging and LBL in more positive ways.

“Humor has always been a strong asset [when it comes to] a difficult subject,” Sadolin says.

Inventing new words or sayings to avoid addressing the problem of incontinence is not helpful, Sadolin adds.

“Develop a brand with a [unique] look,” he suggests, “and try to associate it with something [other than] ‘loss of control.’”

Diersen agrees.

“Most private label adult incontinence packages I see are incredibly bland,” he adds. “They don’t have any real creativity … just a solid color, a picture of the product, product descriptive and their brand name.”

Diersen pinpoints a general lack of energy in packaging. In his opinion, packaging should communicate to the consumer that he can still be active and enjoy his life despite having a medically treatable problem.

It also could help to have disposable pouches with peel-and-reseal labels and bundle packs to meet demand for portable and easy-to-dispose products, Gallego says.

And by all means, retailers should strive for “better” — as in better quality and promotion.

“Don’t view this category as one that you have to have,” Diersen says. “View this category as one that you should be thinking about growing. Given the rise in the aging population, it’s not a matter of if but when incontinence problems will occur.”

As for merchandising and promotion, retailers could do a much better job with their store brands, as well.

“You’ve got about half as much volume in adult incontinence as you do in baby diapers,” Diersen explains. “But I think adult incontinence is being underserved because nobody is encouraging the consumer to buy it.”

He calls on retailers to put their fear aside when it comes to merchandising the category. Even something as straightforward as an end cap would catch a consumer’s attention.

Do factor in convenience and portability when developing own-brand baby diapers.

Don’t sell store brand adult incontinence products in bland packaging.

Do try to associate adult incontinence products with something other than “loss of control.”

Don’t reposition an incontinence product intended for women as being appropriate for men.