The world is currently facing an aging population. With the decline in the birth rate of infants and the prolongation of the life expectancy of the elderly, the increase in the number of adult urinary incontinence patients has made adult incontinence products the fastest growing sub-category of absorbent hygiene products. The market strives to meet the changing needs of consumers.
So, how did the world's leading hygiene products companies develop the field of adult incontinence products?
1. Ontex solves the problem of shame
In August, Belgian hygiene company Ontex launched its first incontinence digital subscription brand, A Lovely Day, to protect people from the stigma of incontinence as much as it protects them from incontinence itself.
According to Maarten veranck, external communications manager at Ontex, the A Lovely Day brand is known for offering a range of high-quality products with candid communication on a fully online and subscription basis. A Lovely Day is launching first in the French market, with the potential to launch in other markets, similar to Ontex's baby care subscription service Little Big Change, which is currently available in six countries.
For incontinence patients, the online/subscription model allows patients to maintain their privacy. According to a 2019 study by the French public opinion research institute IFOP (Institut d'études opinion et marketing en France et à l'international), 43% of French respondents considered incontinence a taboo topic, with those over 50 years old More than 30% of people.
"The act of buying incontinence protection is often synonymous with embarrassment rather than freedom," Veranck added. People can usually buy protection quickly in the store without taking the time to identify the right product for their needs. These factors make the acquisition an anxious time. That's why A Lovely Day offers personalized but discreet solutions in neutral packaging. "
Ontex is also accelerating innovation in the adult care market by developing smart solutions to improve patient care. Ontex combines high-quality diapers with printed sensors, transmitters that clip onto the diaper, and an app for mobile devices.
This combination can accurately determine diaper saturation and the risk of diapering, and alert caregivers when a diaper change is required. This allows for tailored, personalised self-controlled support for patients, which contributes to the well-being of users, families and carers. Smart diapers also reduce the environmental impact of care facilities, reducing unnecessary diaper use and laundry costs.
Ontex's goal is to develop and promote better incontinence management and improve the quality of life of incontinent patients. It will also be a huge help for caregivers,” said Xavier Lambrecht, President of Ontex Healthcare. “This new smart diaper is the result of a long-term innovation program at our Adult Care R&D Center. It will reduce the time hospital and nursing home staff spend on incontinence care, freeing up time and budget for other essential care tasks. "
02. Santex expands in the US
Santex SpA, a global leader in incontinence products, surgical dressings and orthopaedic products, acquired Parentgiving, Inc., a retailer of elderly care products, last year. The two companies have integrated their businesses and are developing a broader product portfolio for expansion in the U.S., Parentgiving's Dry Direct incontinence product.
The acquisition of Parentgiving allows Santex to bring its world-class incontinence and personal care products to the U.S. market, gain coveted direct-to-consumer capabilities, and quadruple its U.S. business.
Currently, Parentgiving has expanded the Dry Direct incontinence product line, adding world-class comfort, softness and high performance. As the leader in high-end incontinence products, the new product line creates an undisputed market space with a higher standard in comfort and incontinence care performance.
"Consumers, especially home caregivers and seniors, are demanding more and better solutions for incontinence," said CEO David Spain. "The expansion of the Dry Direct product line is the first wave to bring incontinence products to market, leveraging a decade of market intelligence from parenting companies selling premium incontinence products (an emerging blue water market), as well as our parent company Santex Excellent manufacturing capabilities in Italy."
Compared to mass-produced products in big box stores, Dry Direct is softer and more comfortable because it is the first high-end incontinence line to combine high performance with exceptionally soft components - and the passion and craftsmanship of Italian manufacturing .
"The origins of 'Made in Italy' are real," adds Spain. "From the packaging to the silhouette, to the exceptional softness and durability of these products, the entire Dry Direct range is a step up in the premium incontinence market."
The acquisition combines Santex's world-class "Made in Italy" quality and performance with the growth of DTC's online retailer with a cult consumer following and exceptional consumer lifetime value.
03. PBE business reorganization
Principle Business Enterprises, Inc. (PBE) celebrates 60 years of producing safe and absorbent products for the healthcare industry, announces the evolution of its Tranquility brand of incontinence products, and continues its commitment to being an employer of choice.
The Chief Executive welcomes the appointment of Andrew Stocking as President and Chief Executive Officer by the company's third-generation family leadership, as PBE continues its focus on product innovation and its mission to elevate, inspire and enrich the lives of customers and assistants.
More recently, PBE has simplified the selection of incontinence care products to clearly differentiate them and support the market in a way no other company can.
The company unifies its "Tranquility" line, which includes the Tranquility, Select, ComfortCare and Swimmates brands. Following this development, the company will launch Tranquility Premium, Tranquility Essential and Tranquility Specialty product lines in the coming months to serve consumers at home and in healthcare settings. Offerings from Serenity Essentials will include a new "Breathable Brief" designed specifically for Medicaid and long-term care wearers with severe incontinence needs.
“The Medicaid audience is one of our most vulnerable groups,” said Angie Williams, PBE’s vice president of marketing. “For years, our products have been known as quality incontinence solutions. Our vision is to improve wearers and caregivers alike. quality of life, they are dealing with the most challenging incontinence situations, which is what drives us to serve these audiences. Our team has been working hard to provide a complete product offering from youth, prime to old age to help Navigating Medicaid Incontinence Coverage."
The company has also increased its ability to serve Medicaid, long-term care and veteran populations by assembling a clinical care team with dedicated Medicaid experts to enhance its product innovation and consulting services.
PBE also recently acquired certain assets and technology from Near Health, a Palo Alto, California-based smart technology company. PBE, one of Near Health's investors, started making absorbent products in 2018 to work with the company's patented SmartBrief technology.
PBE has expanded its technical capabilities to integrate SmartBrief and related technologies into Tranquility Connect. Serenity Connection is a new, highly absorbent, disposable product that incorporates remote sensing technology to detect remaining volume and body temperature, creating a more systematic and efficient way of caring for care recipients.
