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NOVEMBER 15 - 18, 2021
The Westin Kierland
Scottsdale, AZ
New Approaches & Unmet Needs in Baby & Inco AHPs
Thursday, November 18
8:30 am - 10:10 am

NAFC Research 2021: Understanding Consumer Needs and Desires When Considering Incontinence Products

In the US, there are over 80 million adults challenged by incontinence, but less than 1 in 3 seek medical treatment. As a result, there is a large population looking to managing bladder and bowel leakage by purchasing incontinence products. In 2019, the adult disposable incontinence product category grew by 9% to over $9 Billion annually. With an aging population it is clear this category will continue to grow. To make these products easier for consumers to purchase many companies are trying various methods to change attitudes, including making products more discreet, avoiding terms like diapers, and placing items in the personal care aisle, next to deodorants and menstrual pads, rather than in the baby products section or even a dedicated incontinence aisle. The 2021 NAFC Annual Research project is designed to understand how consumer think and feel about incontinence supplies. We intend to reach out to consumers, patients and caregivers to understand what components of these products are most important to them. In addition, we want to understand what kind of management solutions they employ. Finally, we are interested in understanding how consumers feel about access to the products and specifically how they think about obtaining products that meet their specific level of need. 


ยป Sarah Jenkins

Director of Marketing, National Association for Continence