Currently a big global personal care giant is investing a lot of money running fashion style marketing pitches in mainstream magazines and on television promoting company’s latest adult diaper line.

Growth in adult diaper market is enormous. According to Urology Care Foundation, as many as one in three adults- more than 80 percent of them women, have bladder control issues. Euromonitor International forecasts a 48 percent increase in sales in adult diaper category, to $2.7 billion in 2020 from $1.8 billion last year.

As Birth-rates go down and lifespan goes up, the likelihood of requiring some form of incontinence aid increases. However, biggest challenge for the industry is that incontinence is a taboo subject. Huge amount of sufferers are too embarrassed to raise the issue with Healthcare Provider or, worse, even buy available products in retail outlets. In that sense, it is a social issue.

However, big personal care giants have sensed commercial opportunity in this rapidly growing market and they are trying to humanise incontinence. Thereby making their products more normal, accessible and embarrassment free. These Companies are trying to impress upon the point that attractive men and women in their 40’s can also suffer from incontinence and it is not a big deal.

It is social failure that this condition still remains mystery to many of its sufferer’s. So, it is reassuring to know, that, at least for the sake of their business, but somebody is trying to make this subject more acceptable.

However, this condition doesn’t have to be normal. Bladder leakage – no matter how light – is not normal and TensCare’s clinically tested products can help with the management and relief of incontinence and provide freedom from the use of containment pads to help sufferers return to a normal lifestyle.

Reference:

Hymowitz C (2016), The adult diaper market is about to take off, Bloomberg Business http://www.bloomberg.com/news/articles/2016-02-11/the-adult-diaper-market-is-about-to-take-off

Nitti V (2001), The Prevalence of Urinary Incontinence, http://www.ncbi.nlm.nih.gov/pmc/articles/PMC1476070/

What is Urinary Incontinence? Urology Care Foundation, http://www.urologyhealth.org/urologic-conditions/urinary-incontinence