Always Discreet, the P&G feminine care brand, has strengthened its line-up with the introduction of two brand new products, Always Discreet Incontinence Light Liners and Incontinence Underwear super pack.
The Always Discreet range provides women affected by adult incontinence with even more discretion while giving the same amount of protection.
According to P&G research, Adult Incontinence is the fastest growing category within health and beauty, offering a real opportunity to increase sales to independent and convenience retailers.
Always Discreet Incontinence Light Liners For Sensitive Bladder (28cts RRP £1.99) offer the lightest absorbency in the Always Discreet range, providing added levels of discretion. They are ideal for women with low levels of AI who need a little protection.
Always Discreet Incontinence Underwear Super pack (12cts RRP £11.99) allow women who suffer from heavy levels of incontinence to continue with their day as normal. Coming with a seven-drops-absorbency level, they feature a thin triple layer core to pull, trap and lock away wetness and odour. These pants are made of soft cotton-like fabric, with a high waistband that follows the female body curves to be extra comfortable. The new Super variant complements the existing range of Always Discreet Pants: Normal (five drops) and Plus (six drops). The whole range is available in sizes medium and large.
Lourdes Fuentes, brand manager feminine care Northern Europe, said: “Adult Incontinence affects as many as one in three women over the age of 18 in the UK. Always Discreet has really struck a chord with these women, we saw that when we won the Product of the Year Award 2016. We are also getting fantastic feedback from women using our product: 92% say that they would buy the product again and 97% have told us that they would recommend it to a friend.
“We also know that a third of women buying Always Discreet are completely new to the category, which shows the brand’s potential to drive incremental growth. With this in mind, we encourage retailers to stock up on the full range of Always Discreet now and make the most of the opportunity”.