CHICAGO/TOKYO — The time may not be far off when more adults need diapers than babies as the population grows older, potentially a huge opportunity for manufacturers of incontinence products – if they can lift the stigma that has long constrained sales.
Companies are trying various methods to change attitudes, including making products more discreet, avoiding terms like diapers or nappies, and placing items in the personal care aisle, next to deodorants and menstrual pads, rather than in the baby products section.
In the U.S., market leader Kimberly-Clark has this year given its 35-year-old Depend brand a makeover, introducing thinner, softer and more fitted products that can be worn discreetly, in an effort to make them more acceptable. “People keep the fact that they have incontinence secret from their loved ones, from their husbands, brothers and sisters – this is a deep secret for many consumers and yet it’s just a fact of life, it’s a physiological reality,” said Fiona Tomlin, who leads Kimberly-Clark’s adult and feminine care division.
“At first I did, but it was definitely weird picking out adult diapers to wear,” said Foster. “You feel like you’re in the old lady section.” “Designing products and packaging it as feminine and discreet as possible for females and as masculine and discreet as possible for men helps,” said Ulrika Kolsrud, president of Essity’s health and medical solutions.