Procter & Gamble Co. (PG) sees adult incontinence as its next new category, analysts say

Bernstein Research forecasts $800M in new revenue

CINCINNATI - Procter & Gamble Co. recently announced plans to enter a new product category to stimulate sales growth. Two Wall Street analysts say the most likely target is adult incontinence.

“We think P&G is most likely to enter the incontinence market in North America, Western Europe and Asia,” Ali Dibadj wrote in a June 27 report to Bernstein Research clients. “We think the company could see about $800 million in incremental sales from incontinence in the next few years.”

Goldman Sachs analyst Jason English speculated that P&G will attack the incontinence problem "from a different angle" than the adult diapers that now dominate the market.

"A patent published in April suggest P&G has developed a new device designed to be inserted into a woman's vagina to support the bladder and prevent leakage," English wrote in a June 30 report. "Similar devices are used in medical communities, but we are unaware of any mass produced offerings."

P&G spokesman Paul Fox declined to comment on the reports.

Chief Financial Officer Jon Moeller told analysts that the company would enter a new product category in the next six months that would “move the needle” on sales and address “a chronic consumer issue.” Moeller added the new product would “improve existing offerings in meaningful ways to cumulatively build consumer preference.”

P&G competed in the adult diapers market in the 1990s, but sold its Attends line in 1998.

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