Competition When it Comes to Incontinence: Retailer Sourcing Considerations

Today’s guest post is from Elizabeth Skipor, a Consultant at Source One Management Services, specializing in Marketing Procurement from the mid-market to the Fortune 500 companies. Before joining Source One, she was a category manager/specialist for a major US retailer.

Whether or not you’re familiar with or are an avid shopper for incontinence products such as adult diapers and incontinence pads, merchants like Walgreens, CVS and WalMart, are expanding their product mix to not only enhance comfort and fit, but performance in this highly competitive market.

This means product development and sourcing divisions at these fine retailers are busy trying to stay ahead of the curve. According to Nonwovens Industry, it’s in developed markets that adult incontinence is outpacing growth in more established segments like baby diapers and feminine hygiene. In my experience (as a former procurement professional of one of these organizations), this is true and mainly due to the 74.9 million baby-boomers (or Demographic, for purposes of this article) who are not only remaining active but are living longer. The number of people age 65 and older has increased tenfold in the last century and in better health than ever before (Source: ABC News).

As a former major retail buyer and category specialist for the adult incontinence category and previously procured fabrics for major clothing brands, I had to ask myself this question: What were the requirements that were rated high on the list by the demographic and what did I do in preparation for sourcing the best of the best for such a sensitive category?

Based on market research, there are three majorly important factors to consider:

  • Product Performance;
  • Comfort & Fit;
  • Discreetness

These three areas are imperative to the demographic due to the demographic remaining active longer; “People are living longer and living more of their life in better health than before” said Richard Suzman, an expert at the National Institute on Aging, the lead agency in assembling the report. Quality of life and the ability to maintain an active lifestyle remains vastly important.

When it comes to performance, if the product fails in functionality and doesn’t perform perfectly as promised, it can not only cause an uproar of poor review with your demographic and more importantly your brand in totality can take a major hit on its’ reliability, directly causing a decline in sales.

So, what’s important here?

  1. Absorption!
    Therefore, utilizing the right product for you whether it’s bladder control pads, protective underwear & briefs. In to put it gently, these products range in absorbency protection from very light to ultimate absorption; they’re also available in different lengths and thicknesses, and some offer side protection barriers for added leakage protection. These products are designed to draw moisture away from the body, eliminate odour, encompasses side shields for added projection, and offers a thicker level of protection where it’s needed the most (Source: National Incontinence).
  2. Research & development, innovation and technology
    are the forefront of any product development initiative due to consumers wanting items faster and better at competitive prices, and in this case more comfortable and discreet to wear; retailers are investing heavily on technological innovation of adult incontinence to ensure the functionality of the items create strong brand loyalty as well as sourcing from. Some recent innovations include the application elastic nettings allowing for flexible, smooth and seamless fusions for grander comfort and feel for the consumer. Taking this innovation this a step further in application in relation to hygiene and skin protection, the web configuration of the net offers a unique level of breathability and air permeability that directly affects end users’ level of comfort. As these are only a few examples, the innovation behind incontinence is rapidly increasing and fast paced, while maintaining a cost competitive advantage with not only major brands but private owned brands as well.

Whether it’s private label or name branded product, sourcing a supplier who stays ahead of the demographics’ requirements is essential to the shelf life of the product. Aside from this, extensive tests are performed to ensure the promises on the labels are accurate.

Some key performance indicators for incontinence testing include the following:

  • Rewet
  • Breathability
  • Retention Capacity
  • Elasticity
  • Total Absorbent Capacity

Thanks Liz for the deep insights into the daily life of a Sourcing Professional. Sourcing isn’t always glamourous, but, to find savings, and value, the work has to be done.

Stay tuned to SI as we will, through collaboration with Source One, continue to bring you down-and-dirty details on categories everyone has to source, but no one wants to talk about. Sometimes you have to dive into the weeds to succeed (which is something every incontinent golfer knows).

Leave a Reply

Your email address will not be published. Required fields are marked *

*

You may use these HTML tags and attributes: <a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <cite> <code> <del datetime=""> <em> <i> <q cite=""> <strike> <strong>