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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 Steven Gregg

Executive Director, National Association For Continence


Joining at the start of 2014, Steve brings a wealth of business experience to the leadership of the NAFC. During his career he has focused on helping companies to drive profitable growth through the creation of mutually beneficial relationships between companies and their stakeholders, partners and customers. His goal-oriented approach provides foundation for the productive alignment of business strategies and tactics to key business challenges and opportunities.

Prior to joining NAFC, Steve led marketing and communication initiatives within the pharmaceutical, healthcare, consumer packaged goods and technology industries for over twenty companies. His career has ranged from scientific investigation for a global sports beverage to global brand management for Fortune 100 companies. In terms of philanthropic interests, Steve has served on the board of directors of the International Swimming Hall of Fame as well as provide strategic guidance to Swim Across America, an organization dedicated to raising money and awareness for cancer research, prevention and treatment through swimming-related events.

Steve joined the world of business from a faculty position at the University of California at Berkeley (where he received his Ph.D. in exercise biochemistry-physiology). His bachelor's degree is from North Carolina State University, and his master's, the University of Arizona. Beyond academic and professional sphere, Steve is an accomplished swimmer. During his swimming career, he has medaled in nearly every major world event, including two World Aquatic Championships, the Pan-American Games, the FINA Cup (now know as the Pan-Pacific Championship, and the Olympic Games.