Overcoming social shame and stigmatization attached to matters of continence the market of 'Adult Incontinence' is growing at handsome rate.

Incontinence is a condition with unpredictable and uncontrollable symptoms and side effects. The nature of the condition was that only few felt comfortable discussing even with their spouses and health care providers which presents bizarre challenges. But gone are the days, when people keep suffering from the adult incontinence because of stigmas. They are becoming self aware about disease and purchase adult incontinence products. Besides, players are spreading awareness about adult incontinence which also fuel growth of market.
Everyone is socially expected to know bladder control skills during childhood and individuals who endure incontinence face the stigmatization of their problem as well as lack of self confidence for not being able to control one of the basic functions of life. In the past, there was no socially acceptable way for bodily waste and urinary continence, so the matter remains taboo and people used to suffer in silence, and could not live life to the fullest. Having become popular, adult incontinence products are aiding people to live freely. All these are leading adult incontinence market with the hefty rate. According to 'Global Diaper Market Outlook, 2023' published by Bonafide research, adult diapers has contributed around 18% to the total diaper market. It is going to further increase with the CAGR of 7% till the end of 2023. Asia-Pacific is the highest contributor in the market as there are large numbers of old age people. The hygiene industry considers the adult incontinence product category to have especially attractive growth prospects due to the more favourable demographic trends and the lower market penetration of the adult incontinence product category compared to baby diapers and feminine hygiene care.
Therefore few market players are putting efforts to educate consumers through innovative marketing strategies, thus helping them to break out of taboo. Kimberly Clark maker of Depend brand of adult incontinence had campaign to reduce the stigma of the products by showing that bladder incontinence is common and affects younger people more than many people realize. It was called ' Underwareness' a portmanteau of “underwear” and “awareness,” and is aimed at consumers under 50. The campaign was launched with “Drop Your Pants for Underwareness' tag line. It had also highlighted that the products look more like underwear than the products decades ago, when they resembled bulky diapers. The brand has also pledged to donate up to $3 million to charity 'The Simon Foundation for Continence' over the next three years, with the goal of supporting and educating people about bladder leakage issues.
In addition to that e-commerce platform has also added spark to the adult incontinence products. As having been diagnosed personally with Doctor, they feel shy to buy adult incontinence products at retailers or medical shops or at hyper-super markets. Online sales have made them to purchase best adult diaper comparing all the diapers available. E-commerce also provide them attractive offer on bulk purchase. Leading brands that offer adult incontinence are Attends, Tranquillity, Prevail, Depend, Tena, Select etc.