Incontinence aisle abuzz with new, old options

Adult incontinence and urinary bladder control represent one of the more lucrative categories in OTC, but it’s not necessarily the most talked-about category. That is, until Merck crashed the scene with its category-creating Rx-to-OTC switch Oxytrol for Women. It is the first and only over-the-counter option that treats overactive bladder symptoms — urinary incontinence, urgency and frequency — which can take a physical and emotional toll on women.

(For the complete category review, including data, click here.)



Another factor that has the category abuzz is the rumored return of Procter & Gamble to incontinence aisles. “It is strongly rumored that Proctor & Gamble will re-enter the disposable incontinence category, a category they helped create in 1978 along with Kimberly-Clark (Depend and Poise). Their brand was Attends,” wrote industry insider and blogger Tom Wilson, suggesting that P&G will back the re-entry with a $150 million advertising campaign. “They’re also telling trade customers that the launch will be a sustained three-year commitment.” According to the report, P&G may introduce the new line — Always Discreet — in time for Total Store Expo.