Last decade has witnessed a surge in demand for products helping with incontinence. This increased demand has resulted in lot of new products being introduced to help customers suffering from incontinence.
Adult diaper industry has grown tremendously. Bloomberg Report predicts that adult diapers- products aimed at not seniors or babies, but mostly at middle aged women could overtake baby diaper market in a decade. Growth in adult diaper market is outpacing that of every other paper based household staple in the U.S. Euromonitor International forecasts a 48 percent increase in sales in the category.
Also there were some new products introduced to help with incontinence like Product called Finess – a non-internal, medical device, designed to prevent leaks rather than just absorb them. It is supposed to stick to urethral opening and prevent the leaks before they happen. After its launch in 2015, Finess has earned lot of anxious women consumer base and emerged as the best seller in its category on Amazon.
Even though incontinence has always been very important issue, it had never been discussed openly. Last couple of years we have seen host of celebrities coming out in open about their struggle with incontinence. Also, last couple of years was the time when we witnessed major personal care companies with their aggressive marketing campaigns trying to emphasise the point that incontinence is not a big deal.
It is quite clear that there are commercial factors at play. This product push and aggressive marketing is making us believe that it is normal to suffer from Incontinence. ‘Accept it as a reality of life and buy products to help with it’ the message says.
But this approach to incontinence is not helping women. Let’s face it, wearing adult diapers is embarrassing and products like Finess are downright insulting. This takes cover up approach rather than trying to find out causes of this problem and treating it at its roots.
We cannot stress enough the fact that bladder leakage is not normal. It is possible to gain control of your bladder.
Gordon,C.(2016). Adult Diapers Sales Are on their way to huge growth, Fortune. Available at: http://fortune.com/2016/02/11/adult-diaper-growth/
Hymowitz C (2016), the adult diaper market is about to take off, Bloomberg Business. Available at: http://www.bloomberg.com/news/articles/2016-02-11/the-adult-diaper-market-is-about-to-take-off
Rocker,R. (2016) Soft Health Technology to present its new technology for stress urinary incontinence. Available at: http://www.pressreleaserocket.net/soft-health-technologies-llc-to-present-its-new-technology-for-stress-urinary-incontinence-finess-at-28th-annual-roth-conference/421895/
Wishnow, P. (2014) Bladder Problems affect young women celebrities too. Available at: http://www.betterwomannow.com/blog/bladder-problems-affect-young-women-celebrities/