Incontinence and bladder weakness can be isolating conditions because they still cause embarrassment. Yet at least three million adults in the UK suffer from incontinence, including one in five women over 40, and over-active bladder affects one in eight of us, according to The Urology Foundation. Urinary incontinence and urinary problems are thought to cost the NHS about £26m a year.

Incontinence is not just an old person’s condition. About 45 per cent of new mums are affected by it and, according to Mintel research (January 2019), 40 per cent of people aged 16 to 34 experience it in some form. It is more common among women – Mintel says 43 per cent have some experience of it – but 37 per cent of men also suffer. It does get more common with age, says Mintel, with 54 per cent of women aged 65-plus experiencing it, along with 39 per cent of men.

“Incontinence is a significant problem in the UK, partly fuelled by the ageing population, which brings incontinence care needs,” says Lisa Myers, TENA marketing manager at Essity. “Also, the increase in prostate problems in men, including cancer, has played a role. Pregnancy is a significant factor and menopause is another key trigger.”

It seems many sufferers are still not seeking help for the issue. “It is essential that patients are aware of the risk of leaving their little leaks untreated,” says Hayley Green, content project co-ordinator at Savantini. “There are many treatments available for incontinence, but only 60 per cent seek treatment and 50 per cent of those continue to suffer from incontinence as a result of not wanting to return to their GP for further support when initial treatments fail.

”Pharmacy is perfectly placed to help customers with this sensitive issue, says pharmacist Ade Williams at Bedminster pharmacy in Bristol. “The professional, discreet and knowledgeable environment we offer is not just about product purchase, but offers the opportunity to look at underlying causes and offer advice on lifestyle changes, too,” he says.

Numark pharmacy services manager Lucy Morris agrees. “Going to a local community pharmacy is a much more personal experience for those who need support with bladder weakness than going to a supermarket or buying online,” she says.

Impact of fashion on the category

There have been big changes in the incontinence market in the past few years, including the launch of underwear products that are not only more discreet and effective, but look like normal briefs. We’ve seen this with the launch of TENA Silhouette Noir pants, the first black incontinence pants with a low waist, which are designed to help normalise the condition.

“We need to get away from the old image of incontinence products as medical aids,” says Ms Myers. “Consumers still want to feel feminine and sexy. We are offering women more discreet products, such as Silhouette Noir, which mirrors trends in fashion. Some 82 per cent of women own black underwear and 53 per cent wear it most of the time. It’s about giving women choice.”Advertising has included showing women aged 40-plus wearing the pants, which is helping to raise the profile of incontinence.

The growth of gender-specific products is a big trend and we're moving away from unisex products

Always Discreet Boutique pants come in several colours with lacy prints, so they look and feel like normal underwear. Depend Active-Fit underwear has been redesigned to provide discreet and comfortable protection while women are exercising and has a low waist and cotton-like fabric.

“Both men and women favour dark coloured underwear,” says Ms Green. “We are looking to expand our range of incontinence underwear to include more feminine fits as well.”

“Women want to wear fashionable, on-trend clothes and find this difficult with some of the existing products,” says Alex Shaw, UK marketing manager for Ontex Global. “They are worried people will notice bulky incontinence products and want to use ones that resemble their normal underwear. Customers want performance and comfort, but most importantly they want to feel normal.” 

Its iD Intime range is designed to look and feel like normal underwear and features cotton-like fabric, feminine details and advanced odour control.

The men’s market

According to Essity, the fastest growing segment of the market is men, up by 25 per cent (IRI) this year. “This is thanks to growing awareness of male incontinence, which we’ve worked hard to increase because it’s still not a topic men want to discuss,” says Ms Myers. “Gender-specific products is a big trend and we’re following the US in moving away from unisex products now.”

Essity recently relaunched its men’s range. “We wanted these to look and feel like other men’s grooming products, not medical products,” says Ms Myers. “We now have our best ever absorbency and a slimmer design, which fits a man’s body better, and odour-neutralising technology to give men more confidence.”

Last year Essity ran an initiative with Durham County Cricket Club, where it supplied sanitary disposal bins in men’s toilets. “These proved really popular and they helped raise the profile of men’s incontinence, too,” says Ms Myers.

According to Mintel, there is plenty of potential to grow the men’s market, as 57 per cent of men who experience incontinence don’t use any products.

Mr Williams says you can expect customers to have their own views on the cause of their incontinence. “Be willing to explore and listen, but also correct some wrong beliefs, such as needing to limit fluid intake to control it,” he says. “Also, be aware of what medication they might be on, such as diuretics, which will play a role.”

Pamela Paul, Alphega pharmacist at Priory community pharmacy in Dudley, says: “Some customers will be depressed about their situation and it will be clear it’s having an impact on their confidence and quality of life. Others will ask if we have any medication to prevent or control it.”