Three million adults in the UK have incontinence, with one in five women over 40 experiencing the condition , and urine leakage happening to one in four men over 40. As well as being surprisingly common, people can experience incontinence in the prime of their lives, irrespective of their age or overall health, and impacts different people in different ways. For some, it may not be an especially severe condition, but the perceived social taboo around incontinence can harm a person’s social confidence.
We also know that incontinence can make sufferers feel anxious and isolated, and that carers often find themselves wanting to help loved ones maintain their dignity, while professionals have to juggle budgeting issues with the desire to offer the highest standard of care.
The role of pharmacies in the incontinence category is often centred around providing care for those that experience the more severe effects of the condition.
A large proportion of this growth is due to an ageing population, with the increasing effect of medicine to support longevity and a longer life. As the population is ever increasing in age, with 24% of older people affected by urinary incontinence in the UK, it’s no surprise to see the incontinence market growing each year.
This year, with the impact of coronavirus, we also saw a lift in sales across all categories from February/March 2020, which was down to customers stocking up on products ahead of the national lockdown.
 The Urology Foundation, 2020
 Based on survey conducted by Essity in 2012, with men over 40 in the US, UK, Germany, Italy, Russia and Mexico by Essity. Data on file not published.