CINCINNATI — According to blogger Tom Wilson, co-founder and president of The CareGiver Partnership and former Kimberly-Clark executive, Procter & Gamble may be readying to re-enter the incontinence market as soon as this summer.
"It is strongly rumored that Proctor & Gamble will re-enter the disposable incontinence category, a category they helped create in 1978 along with Kimberly-Clark (Depend and Poise). Their brand was Attends," Wilson wrote, suggesting that P&G will back the re-entry with a $150 million advertising campaign. "Assuming the rumors are true and they begin shipping this summer or early fall with a full line of 24 items (pads and pull on underwear for women in different pack counts), I expect they will target at least 25% of the market," he noted. "A claim 'absorbs in seconds' is all we are aware of at this point. They're also telling trade customers that the launch will be a sustained 3-year commitment."
Wilson is basing his premise in part on a June 18 presentation at the Duetsche Bank Global Consumer Conference, where P&G CFO Jon Moeller said that in the next six months P&G will be entering a new category. "He didn't divulge the category, but also eluded to the fact that they will introduce a new and far superior method of addressing a chronic consumer issue. Here is a link to his presentation — see slide 14," Wilson noted. "We think its possible the brand will be announced at their Aug. 1 earnings conference call that is being attended by chairman A. G. Lafely."