Category
Lifestyle
Assisted Choices
Trend cluster
Category
Destigmatized
Incontinence
Brands are aiming to destigmatize urinary incontinence.
4.9
Trend score
Trend
What is the Destigmatized Incontinence trend?
Destigmatized Incontinence: Brands in the personal hygiene space are honing in on urinary incontinence, and are trying to destigmatize what can be a tender subject for many who experience it. Everything from refined liner designs to discreet absorbent underwear are empowering people to take care of their health without shame.
Insight
The consumer insight behind the Destigmatized Incontinence trend
Historically, the health of people with vaginas has been compromised with treatments rooted in discrimination, and shame associated with normal bodily functions. Now that consumers are becoming empowered to learn about and prioritize their own specific health needs, they expect that brands are able to meet them halfway with products and services that suit their modern lifestyles.
Trend themes
Themes within the Destigmatized Incontinence trend
Three behaviours holding the trend together01
Destigmatizing Incontinence
Brands in the personal hygiene space are destigmatizing urinary incontinence, creating innovative solutions for modern lifestyles.
02
Sustainability & Health
Sustainability and health-consciousness are driving the organic and eco-friendly incontinence products market.
03
Personalized Solutions
Customizable products that target different ages, leakage risk levels, and lifestyles offers consumers an opportunity to find the perfect product for their needs.
Industry implications
What the Destigmatized Incontinence trend means for industry
Where the trend changes the playbookFor
Personal Hygiene
The personal hygiene space is expanding to incorporate sustainability, customization, and innovative solutions.
For
Women's Health
Innovative brands are promoting better health outcomes for people with vaginas by offering organic and eco-friendly incontinence products.
For
Textiles
Textile manufacturers and designers are exploring new technologies and eco-friendly materials to create innovative and sustainable incontinence products.
Workshop question
How is your brand prioritizing inclusion and destigmatization when it comes to people's health concerns?
Trend signals
Trend signals for Destigmatized Incontinence
Trend score 4.9 out of 10, from popularity 70%, activity 59%, freshness 17%.
Popularity70%
Activity59%
Freshness17%
Audience
30%Men
70%Women
- Gen Alpha (not a primary audience)
- Gen Z (not a primary audience)
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
South America
Africa
Evidence
Examples of the Destigmatized Incontinence trend
4 featured examples from Apr 28 to Aug 30, 2023CategoryLifestyle
Non-Bunching Incontinence Pads
Poise 7 Drop Pads Provide Comfortable All-Day Protection From Leaks
Companies in the personal hygiene industry should consider innovation in creating incontinence products that prioritize comfort and performance.
CategoryLifestyle
Game-Changing Incontinence Devices
ELITONE Debuts as a Comfortable Incontinence Solution
In the healthcare industry, empowering stress incontinence solutions like ELITONE can disrupt the traditional treatment methods and provide more comfortable options.
CategoryFashion
Smooth Leak-Proof Shorts
The Knix Thigh Saver Prevents Chafing, Leaking and Sweat
The apparel industry can benefit from integrating leakproof technology into their products, providing a unique selling point.
CategoryLifestyle
Skin-Caring Incontinence Pads
TENA's Sensitive CarePads Feature a SkinComfort Formula
Opportunities for developing innovative products that address women's intimate health needs, such as incontinence pads with skin-enhancing formulas.
