Category development sidebar: Incontinence

PRODUCT FOCUS

Beyond commodities: With the baby boomer generation entering a phase of life where incontinence is common, they are demanding products that perform well above minimum requirements. In response, manufacturers are developing highly specialized garments that live up to customers' high expectations.

DESIGN & DELIVERY

"Hip" trend: Gender-specific garments are being offered by various manufacturers to coalesce with the retail focus and to eliminate the stigma associated with incontinence. Even so, discreet packaging in the form of plain brown boxes is commonly used to ensure user privacy and dignity.

COMPANION SALES

Cross-merchandising: There are a host of related products an HME retailer can offer, including reusable textiles such as bed pads, mattress and chair protectors; and skin care supplies such as washcloths, creams and cleansers; as well as room deodorizers and disposable underpads.