Continuing on from our last article about the brand new incontinence ads Tena and Kimberly-Clark have released, it is important to recognise why advertising for the condition has turned a corner.

Through raised awareness people are beginning to realise that it is not just the elderly who are suffering from incontinence.

Gary Evans, owner of XP Medical, which sells European-manufactured adult incontinence products, said past print ads addressing adult incontinence usually went around the issue by showing a stock image of a senior citizen or couple enjoying a walk outdoors, followed by a small incontinence product shot in the corner.

Evans said: ‘The time has finally come. It’s not a new problem. It’s not a new product. It’s not a new industry, but I do think this new advertising push is bringing (incontinence) out in the open.’

For women, incontinence usually results from childbirth, while men may suffer from it due to a decline in prostate health or surgery.

The consumer insights team at TENA found that up to 60% of men "don’t do anything about it,”.

Spence Deane, of SCA Personal Care North America said ‘There are products out there, but there is not enough information (or awareness of the problem).’

In addition to the campaigns, the adult incontinence product makers have introduced additional components that provide such information. TENA has teamed up with Men’s Health Network and Us Too International to raise awareness, and has a similar program for women called Core Wellness.

For Allanda's full range of TENA incontinence products, please click here.