Expert: Procter & Gamble Co. plotting expansion of its Always brand that would include adult diapers

Always Discreet could lead category launch

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.

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