# Destigmatized Incontinence Brands are aiming to destigmatize urinary incontinence. By [Mishal Omar](https://www.trendhunter.com/MishalO) | Published Mar 11, 2021 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/destigmatized-incontinence ## Key Figures - Trend score: 4.9/10 - Evidence articles: 4 ## 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. ## 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. ## At a Glance - Evidence: 4 featured examples - Articles from: Apr 28 to Aug 30, 2023 - Published: Mar 11, 2021 - Patterns: [Cyclicality](https://www.trendhunter.com/pattern/cyclicality), [Acceleration](https://www.trendhunter.com/pattern/acceleration) - Megatrends: [Youthfulness](https://www.trendhunter.com/megatrend/youthfulness), [Catalyzation](https://www.trendhunter.com/megatrend/catalyzation) ## Audience - Gender: 30% men, 70% women - Primary generations: Gen X - Top markets: North America, South America, Europe, Asia, Africa ## Themes within the Destigmatized Incontinence trend ### Destigmatizing Incontinence Brands in the personal hygiene space are destigmatizing urinary incontinence, creating innovative solutions for modern lifestyles. ### Sustainability & Health Sustainability and health-consciousness are driving the organic and eco-friendly incontinence products market. ### 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. ## What the Destigmatized Incontinence trend means for industry ### For 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 for Destigmatized Incontinence Trend score 4.9 out of 10, from popularity 70%, activity 59%, freshness 17%. - Popularity: 70% - Activity: 59% - Freshness: 17% ## Examples of the Destigmatized Incontinence trend 4 featured examples from Apr 28 to Aug 30, 2023. - [Non-Bunching Incontinence Pads](https://www.trendhunter.com/trends/poise-7-drop-pads): Poise 7 Drop Pads Provide Comfortable All-Day Protection From Leaks (Category: Lifestyle) Implication: Companies in the personal hygiene industry should consider innovation in creating incontinence products that prioritize comfort and performance. - [Game-Changing Incontinence Devices](https://www.trendhunter.com/trends/incontinence-solution): ELITONE Debuts as a Comfortable Incontinence Solution (Category: Lifestyle) Implication: In the healthcare industry, empowering stress incontinence solutions like ELITONE can disrupt the traditional treatment methods and provide more comfortable options. - [Smooth Leak-Proof Shorts](https://www.trendhunter.com/trends/knix-thigh-saver): The Knix Thigh Saver Prevents Chafing, Leaking and Sweat (Category: Fashion) Implication: The apparel industry can benefit from integrating leakproof technology into their products, providing a unique selling point. - [Skin-Caring Incontinence Pads](https://www.trendhunter.com/trends/sensitive-carepads): TENA's Sensitive CarePads Feature a SkinComfort Formula (Category: Lifestyle) Implication: Opportunities for developing innovative products that address women's intimate health needs, such as incontinence pads with skin-enhancing formulas. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Lifestyle - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Multi-Benefit Protein Shakes](https://www.trendhunter.com/trends/comes-in-three-flavors) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Accessible Fintech Pop-Ups](https://www.trendhunter.com/trends/chequing-account) All articles: [Lifestyle](https://www.trendhunter.com/lifestyle)