What is the future of incontinence products? Let’s start with the past…
THE PAST
Until about 1978, disposable products for incontinence simply didn’t exist and the subject was taboo. At that time, Kimberly-Clark in Neenah, Wis., began test-marketing Depend. Retailers weren’t enthused, and the AARP wouldn’t accept advertising in its magazine because the subject was “negative.”
Movie Star Drives Awareness of Depend
Kimberly-Clark asked June Allyson, who was the No. 1 female box-office star in the 1950s, if she would become their spokesperson, which she did in 1984. Her instant recognition and positive messages, supported by more than $100 million in television and magazine advertising, helped Depend become synonymous with incontinence.
In my role as President of Kimberly-Clark’
Three Decades of Change
It has been 32 years since Depend was first tested. Here is what progressed during that time.
• The first product was briefs, also known as adult diapers. They were, and are, anything but “brief.” Then came undergarments with button straps.
• Different sizes of briefs were introduced.
• The outer shell was changed from plastic to a cloth-like, breathable material, reducing the rustling noise and allowing skin to breathe better.
• Product packaging changed from bulky cartons to slimmer poly bags.
• The use of super-absorbent material, which replaced a lot of the “fluff,” made the products better fitting while improving absorbency.
• Guards for Men were introduced, targeted to men experiencing incontinence following prostate surgery.
• It was discovered that 20 percent of feminine care pads were being used for incontinence. This led to the introduction of Poise by Kimberly-Clark. Unlike pads for feminine care, incontinence pads like Poise were super-absorbent and protected three times better.
• The last major innovation was pull-on underwear, first introduced in the United States by Kimberly-Clark. One day, I was sitting in my office wearing a “brief” over my suit pants, thinking about how we could do better than that and that I wouldn’t want to have to wear one of those. Within two years, Depend protective underwear were introduced and they became the No. 1 seller.
• It’s been more than 10 years since protective underwear were introduced, and no notable major innovations have occurred since. Manufacturers have made it challenging for consumers to determine the right product for them because there are no naming standards for styles and the descriptions are changed frequently; there are no standards for describing absorbency levels; and nomenclature used to describe products is not easily understandable, especially when trying to compare brands.
THE PRESENT
So, what is available today?
Pads — From very thin liners for dribbles, to those for “sudden wetness.” Pads are smaller and less expensive than full garments.
Pull-on underwear — More like regular underwear and good for urinary incontinence.
Adjustable underwear — Same as the above, but with tear-away panels, making them easier to change for either a caregiver or while away from home for the wearer.
Shields, formerly Undergarments — A body undergarment held up with elastic straps that button into the undergarment or shield. Shields are open on the sides to help skin breathe and are used for urinary incontinence.
Products for men — Sometimes referred to as male guards or guards for men, these are designed for urinary incontinence following prostate surgery and other issues.
Briefs, or adult diapers — A full garment providing maximum protection against urinary or bowel incontinence.
Boost or booster pads — This product is like the old “diaper doublers.” It provides added protection and longer wear time from your primary absorbent garment, thus helping to stretch your budget. Worn with a full absorbent garment, it fills and then overflow into the primary garment.
Underpads — Absorbent pads with plastic backing to protect mattresses and chairs. Available in a range of sizes, some offer super-heavy absorbency to allow a person to lie in bed without wearing an absorbent garment.
Reusable products — Similar to cloth diapers, these are better for the environment in some ways, yet require washing and use of energy. They will not keep a wearer’s skin as dry as a super-absorbent product will, which has been proven in numerous scientific studies.
Body stocking — This girdle-like product serves two purposes: It provides a slim fit that makes the garment less noticeable, and reduces rustling noise. These can be useful for those with Alzheimer’s and dementia, who may have trouble removing a garment without making a mess.
Other Important Incontinence-
Wipes and washcloths — Unfortunately, only about half of incontinence product changes in the United States include a wipe, which is effective at improving skin condition and general well-being.
Gloves — Using low-cost gloves is important, especially if you're a caregiver.
Odor control — There is a range of products used by professionals in long-term care facilities. These are much improved over the types found in stores.
Skin care — The routine should include a skin cleanser to remove matter, a moisturizer for comfort, and a skin protectant to provide a barrier against urine and feces.
THE FUTURE
What baby boomers demand now are products just like their normal underwear, not merely “underwear-
• Look like normal underwear. Colors and patterns will look more like regular men’s and women’s underwear.
• Fit like normal underwear. Wearers also want a close-to-the-
• Be sized to protect better. Since the ability to absorb and protect is directly linked to the fit of the product, more sizes will be available. Manufacturers also will introduce products designed for individuals with special needs whose lack of muscle tone doesn’t allow current products to fit correctly.
• Cost less and offer better value. Future incontinence product designs will use less materials to provide the same or better protection, and will be manufactured on equipment that is more efficient than today’s.
• Simplify product selection. Manufacturers or the governments will establish comparative nomenclature to help consumers decide which product is right for them.
Difficulty Shopping for Incontinence Products
With all the styles, sizes, absorbencies and brands, what will work best? Many people buy what they think they need, and find out at home the fit is wrong or the absorbency isn’t sufficient, which leads to wasted money and time.
The CareGiver Partnership offers more than 400 incontinence products that can be delivered to your home on a schedule you determine. Take advantage of tools that help you find the right product, browse a library of more than 500 caregiver resources, and enjoy access to a board-certified Physician Assistant and Mayo Clinic-trained nutritionist.
But what many customers say they really appreciate is the personal help by an all-female team of knowledgeable Product Specialists who have each been a caregiver to a loved one. Call 1-800-985-1353. Ask about a sample service that allows you to try before you buy.
Tom Wilson is former President of global incontinence business for Kimberly-Clark (Depend® and Poise® brands).
