How Retailers Are Embracing Adult Diapers for a Seamless Shopping Experience 

Adult diapers have been around since at least the 1960s. Also known as incontinence briefs, these products were initially popularized by female space explorers who wore “disposable absorption containment trunks.” A decade later, in 1978, Kimberly-Clark began selling the first closest iteration of the modern adult diaper.  

Adult diapers have since achieved global recognition as the first port of call for people with incontinence. Although primarily used for urinary incontinence, the products are also effective with bowel incontinence.  

The explosive demand for incontinence briefs has seen manufacturers and retailers craft ingenious marketing strategies to outdo the competition. In this article, we look at some of the stunning techniques used by adult diaper businesses to streamline the shopping experience for their customers. 

1. Provision of Various Incontinence Products 

Adult diapers are undoubtedly the most popular incontinence products. But they’re not the only ones. Another common wearable in this category is adult pull-ups. The two products differ primarily in their level of incontinence protection, comfort to the wearer, and discretion.  

Adult diapers provide better protection due to their heavier absorbency layer. Pull-ups are especially ideal where comfort and discretion are the primary considerations.  

The good news is that there are numerous places where you can get your hands on the best adult diaper and pull-up brand. Due diligence is all it takes to find a reputable supplier.  

You’ll also realize that many retailers now provide various incontinence products under one roof. This is an ingenious marketing technique aimed at tapping into buyers of diverse needs. 

2. Selling Adult Diapers Online

The efficacy of adult diapers against incontinence is undeniable. However, many people still treat these products with some cynicism.  

You simply cannot walk into a physical adult diaper outlet without drawing undue attention to yourself. It’s only worse, considering these products are primarily intended for the elderly.  

Fortunately, many adult diaper brands have made it incredibly easy to access their products online. A noteworthy mention is the New York-based Willow, which resolved to sell its incontinence products online starting in 2018.  

This clever business move has proven beneficial for key players. Buyers can order adult diapers online without having to look over their shoulders, while sellers can cut back on the overheads associated with running a physical store.

3. Creative Online Displays 

A billboard image of an elderly wearing an adult diaper may be subjected to undue stereotype. Such depictions fly right in the face of discretion, an essential factor when shopping for these wearables.  

Many adult diaper suppliers have moved their operations online, and The companies have also revolutionized how these products were traditionally marketed.  

Gone are when incontinence briefs were the only noticeable wearables in advertisements.  

Today’s ads feature a blend of diapers and other fancy clothing. It’s a shrewd marketing technique commonly employed by boutiques that also deal in incontinence products. 

4. Subscription-based Selling 

Most adult diaper users with chronic incontinence prefer to buy these products in bulk.  

Bulk buying is cheaper than piecemeal purchases in the long run. It also minimizes the number of trips to a physical adult diaper store for the few who still prefer to shop for incontinence briefs from brick-and-mortar outlets.  

Smart retailers understand that the most efficient way to fulfill bulk orders is by using subscription services. Willow was yet again a pioneer in this sector. 

Effective 2018, Willow users could access the brand’s disposable incontinence briefs in bulk for rock-bottom rates of 80 cents per pair.  

5. Targeted Advertisements 

It’s common knowledge that adult diapers are typically used by the elderly. While incontinence can happen to anyone at any age, statistics indicate that the condition is more common among people aged 65 years or older.  

That explains why adult diaper brands predominantly use images of the elderly in their advertisements. Besides, many brands have gone a step further to target their products to this demographic.  

For instance, certain retailers have established mutual collaborations with other businesses providing senior-related services. One such partnership involves cross-marketing between adult diaper brands and palliative care organizations.  

Some incontinence brief retailers also partner with wellness stores that sell menopausal products. The two entities would cross-market each other while collectively targeting elderly women living with incontinence.  

6. Diapers Sizing Charts 

Size and body weight are critical considerations when shopping for adult diapers. But since online shopping has become the in-thing, it’s theoretically impossible for prospective customers to have a realistic feel of incontinence briefs before purchasing them.  

However, many brands have sufficiently addressed this concern by making size charts available to prospective clients.  

Adult diaper size charts help you hone in on an ideal product depending on your age and body weight. The charts typically begin from ‘Small’ to ‘4X-Large’ and from as low as 28 pounds to 250+ pounds. So, you can find an adult diaper that fits your body stats.  

Some brands also include size charts for men and women, which is laudable considering that incontinence briefs come in different designs depending on the intended wearer’s gender. 

Final Word 

The lucrative adult diaper market has seen many investors taking their chances. But for smart retailers, the stiff competition calls for extraordinary marketing interventions, such as the ones discussed above.