CINCINNATI - Procter & Gamble Co. is preparing to announce a major expansion of its Always feminine care brand to include new products targeting adult incontinence, an industry expert told WCPO.
P&G will launch a new line of panty liners and adult diapers under the Always Discreet brand name, said Tom Wilson, a former global president for feminine care products at Kimberly-Clark Corp. He predicts P&G will spend $150 million on marketing support in the U.S. alone. He said the company is telling retailers to expect a sustained three-year commitment from the new brand.
“Procter & Gamble is very serious about this category and they’re going to spend whatever it takes to be successful. They’re not going to give it a six month push and say, ‘That didn’t work,’” said Wilson, who blogs about the industry and sells incontinence products at The GareGiver Partnership.
P&G declined to comment for this story, but analysts have been predicting that the company would return to the adult-incontinence category for the first time in 15 years.
WCPO Insiders can see how much P&G could make by expanding into the adult diaper market.