Men suffering from incontinence do not readily talk about their problems. But they are quietly seeking a wider range of products that are better suited to their specific needs.
If there is a considerable amount of secrecy around women suffering from incontinence, it is a real taboo when it comes to men.
“Only about 20 percent of all men with incontinence problems use any of the products on the market for protection,” says Christina Rydebrink, Category Marketing Director for incontinence products at SCA Personal Care.
Solve problem themselves
Knowledge of male incontinence is generally inadequate in society, but Christina and her colleagues have tried to build a bank of facts by collecting results from medical research and combining them with their own consumer surveys. The new information is the basis for the development of new products, but it is just as important to reach target groups with information on the type of assistance that is available.
“Many are not even aware that there are products available. They try to solve the problem in other ways, and the inventiveness is vast. It involves everything from using their wives’ products to stuffing their underwear with toilet paper, sanitary napkins or even socks,” says Christina Rydebrink.
It is also a big step for men with incontinence who know about the products to actually purchase them.
Unnecessary suffering
“Some feel that it is embarrassing to ask for the products. Furthermore, availability varies depending on where you live. In certain countries, incontinence protection products are sold by prescription, in other countries they are on the shelves in convenience goods stores,” explains Christina Rydebrink.
She emphasizes that the low rate of use of male incontinence products signifies a major business potential, but primarily an enormous human and unnecessary suffering. SCA currently offers two incontinence protection products for men, TENA for Men in Level 1 or Level 2, depending on which level of absorption is needed. More products are on their way into the market.
“We are reviewing our product range as well as packaging. Our surveys show that men want more products from which to choose, and a masculine approach is important in commercials and design. Discretion is also a crucial factor. The boxes in which the products are sold must not be too bulky. Also, it should be possible to dispose of used products discreetly,” says Christina Rydebrink.
Discreet e-trade
With regard to sales in stores, location is important. The question is whether men’s incontinence protection products should be placed among other incontinence products or among male hygiene products to emphasize the masculinity.
“We don’t have the answer as yet. However, we have confidence in e-trade as a purchasing channel, since the subject is so taboo. A man can sit comfortably in front of his computer and examine the range and place orders depending on his needs,” says Christina Rydebrink.
Facts
- Fewer men than women are affected by incontinence, and the problem frequently begins later in life, around 60. Women’s problems often begin in connection with pregnancy or a few years later.
- About 25 percent of men above 85 years of age suffer from incontinence. The corresponding figure for women is approximately 35 percent.
- The reason for men’s incontinence is often connected with prostate problems and as a consequence of prostate cancer. Risk factors also include being overweight, smoking, dementia and strokes. Neurological illnesses and diabetes can also cause incontinence.
Text: Susanna Lidström
Photo: Juliana Yondt