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P&G returns to AI market in N America

Source:Ringier Nonwovens Release Date:2014-10-31 534
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P&G’s Always Discreet pads, liners and disposable underwear target women with bladder issues

P&G is building off the success of its Always feminine hygiene brand, which  has provided protection for more than 30 years, to enter the adult incontinence (AI) market in North America. The new line, Always Discreet, consists of liners, pads and underwear designed to offer comfort, protection and discretion, in a feminine design, that absorbs leaks and odors quickly.

Always DiscreetThe products are specifically designed to revolutionize the way women manage their sensitive bladders.  According to sources familiar with incontinence trends, about 40% of current Always feminine hygiene customers use the products to handle incontinence problems.

Although  Always Discreet pads are up to 40% thinner than the leading brand, they also absorb twice as much fluid as women may need, based on the average consumer usage of incontinence products. The curve-hugging, disposable Always Discreet underwear is designed to be easy to wear and discreet, with the extra protection of Dual LeakGuard barriers to help stop leaks where they are most likely to occur.

“Always Discreet products have undergone extensive consumer testing and are specifically designed to provide the things that matter most to women with sensitive bladders, including odor neutralization protection and discretion,’’ said Chandrika Kasturi, Always Discreet product research director. “Our advanced OdorLock technology traps odors instantly and for hours and our innovative Advanced Core Technology absorbs fluids to the core and locks it away, offering incredible dryness protection.”

P&G exited the adult incontinence market, which it helped create in the 1970s, in 1999 when it sold its Attends brand to PaperPak Industries. During the last 15 years – roughly the same time P&G has been absent from the market – North American adult incontinence sales have tripled to reach $1.5 billion, according to experts. Global sales, now at $7 billion, are growing about 8.4% annually, faster than any other paper-based household products.

Adult incontinence affects 1 in 3 women over the age of 10, according to P&G. A global survey conducted by Always Discreet found that managing bladder leaks can have a major impact on women’s personal relationships, physical activity, self-confidence and overall outlook. The study, published in the British Journal of Urology, reports that 30% of women say their sensitive bladder impacts their relationship with their partner, and one in four admits it influences their sex life. found having a sensitive bladder also limits almost one in three women’s ability to visit their friends, and over a third of women say the threat of bladder leaks affects their ability to travel.

The respondents also say having a sensitive bladder affects their daily activities. Nearly a third are careful about how much liquid they drink, and 62% report their sensitive bladder impacts their sleep. Eight in 10 women with sensitive bladders experience a little leak when they cough or sneeze, and over two-thirds (69%) worry they might smell.


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