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.
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 8per cent last year. "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.
Graphic: Incontinence affects three times more women than men, https://fingfx.thomsonreuters.com/gfx/mkt/12/7315/7246/Globalper cent20Incontinenceper cent20Forum.jpgKimberly-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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