+44 (0)203 693 3150

VisionOne Hygiene Manufacturing Incontinence Market Research

New UK Incontinence Market Research with Drylock Technologies

The Challenge

Drylock Technologies has extensive expertise in manufacturing private-label hygiene products, but wanted to deepen its understanding of the people using incontinence products in the UK.

Following an earlier project exploring the nappy market, Vision One was commissioned to investigate consumer attitudes, behaviours and decision-making around the bladder leak and incontinence market. The challenge was to understand what drives product choice, where barriers exist and how needs differ between consumer groups, while approaching a highly personal and sensitive subject in a way that encouraged open, reliable responses.

Incontinence Market Research

Research Objectives

While Drylock has extensive expertise in manufacturing incontinence products, the business wanted to build a stronger understanding of the people using them.

The objectives of the research were to explore:

  • Consumer preferences and priorities when selecting products.
  • The motivations, drivers and barriers influencing purchase decisions.
  • Factors affecting brand and own-label choice.
  • How needs and behaviours differ across key consumer groups.

Given the sensitive nature of the topic, it was important to use an approach that encouraged respondents to share their experiences openly while delivering robust, representative findings.

Research Approach

Vision One recommended a quantitative methodology, recognising that an anonymous online survey would provide respondents with a comfortable environment in which to discuss what can often be a personal and sensitive subject.

A 15-minute online survey was completed by 750 UK adults who either experienced bladder leak or incontinence themselves or purchased products on behalf of someone with the condition.

To ensure the research reflected the diversity of the market, soft quotas were applied across key audience groups, including:

  • Users of specialist incontinence products compared with those managing their condition through alternative methods.
  • Individuals living with an ongoing condition alongside those experiencing temporary incontinence, such as following childbirth or surgery.

This approach enabled Drylock to develop a comprehensive understanding of the category while identifying meaningful differences between important consumer segments.

Findings

The research gave Drylock a much richer understanding of the UK incontinence market and the factors shaping consumer behaviour.

The study highlighted what consumers value most when choosing products, the challenges they experience and the barriers that can influence purchasing decisions. It also identified important differences across key groups, including age, gender and the nature of an individual’s condition, demonstrating that needs are not consistent across the market.

Beyond describing current behaviours, the research identified clear opportunities for future product development, helping Drylock prioritise areas where innovation could deliver the greatest value to consumers.

Action & Recommendations

The UK market research study provided Drylock with a clearer, evidence-based understanding of the UK incontinence market and the needs of the people using these products.

The findings have helped to:

  • Develop a deeper understanding of consumer needs, preferences and behaviours.
  • Identify differences between key consumer groups and the factors influencing their product choices.
  • Highlight opportunities for future product development based on identified consumer needs.
  • Provide evidence to support product and category strategy across the business.

By bringing the consumer perspective into the decision-making process, the research has given Drylock a stronger foundation for developing products and strategies that reflect the needs of different people managing bladder leak and incontinence.

Christine Working Vision One

Client feedback and testimonials?

Drylock Technologies

“We have really enjoyed doing this piece of work as it has given us a lot of food for thought in how we move the incontinence category forward.”

Senior Product Manager, Drylock Technologies 

Drylock Technologies logo featuring a water droplet inside a cube with bold white text on a dark blue background.

Drylock Technologies UK

“The insights have been extremely valuable and have supported several discussions across our business already.”
Sales Director, Drylock Technologies UK

Drylock Technologies logo featuring a water droplet inside a cube with bold white text on a dark blue background.

Related FMCG Research Services

FMCG Research
Consumer Research
Quantitative Research
Innovation Research
Online Surveys
Customer Needs
Brand Research
BIC Segmentation Case Study Vision One

The Challenge With an 80 year heritage of creating simple, affordable products used daily by millions, BIC wanted to understand how the COVID 19 pandemic was reshaping behaviour, attitudes and psychological needs. As part of its corporate social responsibility programme, BIC sought to explore the emotional and psychosocial impact of the pandemic on creativity, education and workplace behaviours. The challenge was to uncover how these shifts were playing out across three culturally distinct markets Brazil, France and the United States and to translate this understanding into meaningful, customer-centred action. Research Objectives The primary objective was to understand how COVID-19 had influenced psychological states, behaviours and motivations related to creativity, learning and working environments. BIC wanted to identify how people across different cultures were adapting to new routines at home, in education and at work, and how these changes affected their relationship with stationery and creative tools. A further objective was to segment audiences based on psychological and behavioural differences, enabling BIC to better understand varied needs across markets and identify opportunities to provide relevant, supportive interventions during and beyond the pandemic. Research Approach Vision One designed a robust quantitative research programme using three bespoke online surveys, each focused on one…

BIC Segmentation Case Study

Dr Beckmann (Washing Machine Cleaner) NPD Case Study Vision One

The Challenge Dr. Beckmann is the leading brand in the UK washing machine cleaner market. However, competitive dynamics were shifting following the introduction of a fragranced Lemon Breeze product by Dettol, which appeared to be outperforming its original variant. In response, Dr. Beckmann considered launching a fragranced washing machine cleaner of its own and potentially replacing its existing Original product. The challenge was to understand whether there was genuine consumer demand for fragrance in this category, which fragrance options were most appealing, and whether introducing a fragranced variant should complement or replace the current core offering. Research Objectives The research was designed to evaluate consumer appetite for fragranced washing machine cleaners and inform product and portfolio decisions. The key objectives were to: Together, these objectives aimed to balance innovation opportunity with brand and portfolio risk. Research Approach Vision One implemented a quantitative, online research programme focused on category users. The approach included: This approach enabled robust comparison and clear prioritisation within a competitive, function-led category. Findings The exploratory surveey research study revealed strong consumer interest in fragranced washing machine cleaners. Both candidate products, Citrus Burst and Ocean Fresh, outperformed the Original product in overall preference. Among the two, Citrus Burst…

Dr Beckmann Washing Machine Cleaner Research Study

The Perfume Shop Fashion Case Study Vision One

The Challenge The Perfume Shop is the third-largest fragrance retailer in the UK, with over 260 stores nationwide. In-store traffic counter data suggested that shopper conversion rates were not being maximised. The challenge was to move beyond footfall metrics to understand who was visiting stores, how they behaved once inside, and what differentiated high-conversion stores from low-conversion ones. The business needed clear, actionable insight into shopper behaviour and decision drivers to identify where operational changes could meaningfully improve conversion across the store portfolio. Research Objectives The research was designed to provide Allianz with The research was designed to diagnose the drivers of in-store conversion and identify opportunities for improvement. The key objectives were to: Together, these objectives aimed to translate shopper insight into operational action at the store level. Research Approach Vision One conducted a large-scale exit interview programme across the UK. The approach included: This approach enabled real-world insight into shopper behaviour at the point of decision. Findings The research revealed clear and consistent differences between high- and low-conversion stores. Certain customer types were significantly more likely to convert, and specific behaviours and in-store factors emerged as key drivers of purchase. These included how shoppers engaged with staff, navigated…

The Perfume Shop Shopper Study