Procter and Gamble study highlights female bladder sensitivity issues

Procter and Gamble has announced the findings of a new survey that demonstrates the potentially strong demand for products to address bladder sensitivity among women.

The study – conducted to mark the launch of its new Always Discreet brand – has revealed that one in three women in the UK is affected by adult incontinence, with a high level of embarrassment surrounding the issue, leading to a reluctance to discuss it.

It showed that 61 percent of women experiencing bladder sensitivity are likely to suffer from disturbed sleep patterns, while 94 percent feel exhausted by a condition that many still feel they have to keep hidden from family and friends.

Carla Berry, communications manager for the Always brand, said: "Bladder sensitivity is common, more common than many realise, it's basically a normal occurrence – so it is definitely something we should be talking about."

The Always Discreet range for sensitive bladders has been designed following nine years of research and offers high absorption rates, despite their thinness.

Incontinence can be caused by weakened pelvic floor muscles or disorders in the nervous system regulating the bladder, as well as the effects of ageing.