Shopping for incontinence products can be a deeply personal and, at times, uncomfortable experience. Many individuals face embarrassment, stigma, and even logistical hurdles when purchasing these essential items. The fear of judgment often leads to secrecy, influencing how and where people buy their products.
To understand these challenges, we surveyed 1,000 Americans who use incontinence products, exploring their emotional and social experiences. The study uncovered how stigma impacts purchasing decisions, how individuals navigate these barriers, and what solutions offer relief. By shedding light on these realities, we can foster a more open dialogue and empower people to make purchases with confidence and ease.
Key Takeaways
Nearly 9 in 10 Americans who use incontinence products believe stigma prevents people from getting the support and solutions they need.
3 in 5 Americans using incontinence products think celebrity or influencer endorsements could help reduce stigma.
Nearly 1 in 2 Americans using incontinence products have delayed or avoided purchasing them due to embarrassment.
1 in 10 Americans travel 20 miles or more for privacy when buying incontinence products.
Nearly 1 in 2 Americans prefer to buy their incontinence products online for convenience and privacy.
How Stigma Shapes Incontinence Shopping
Despite its prevalence, incontinence remains a sensitive topic that many people struggle to discuss openly. Stigma often leads to secrecy, making it harder for individuals to seek support, find suitable products, or feel confident in their daily lives.

More than 1 in 7 Americans who used incontinence products didn't feel comfortable discussing their condition with anyone. Those who could talk about it most often turned to doctors — 57% of women and 55% of men said they felt at ease speaking with a medical professional. Women were more likely than men to have confided in close family members (45% vs. 30%) or a partner or spouse (37% vs. 35%). Men were more comfortable than women discussing incontinence with an AI chatbot (19% vs. 13%).
Stigma also influenced how people shopped for incontinence products. More than 4 in 5 Americans said it made individuals more discreet or cautious when making purchases. Over half of men (52%) believed men felt more embarrassed than women when buying these products, while only 10% thought women experienced greater embarrassment. In contrast, 23% of women believed women were more embarrassed, though 38% of men and 45% of women thought gender made no difference.
Nearly 9 in 10 Americans believed stigma prevents people from accessing the support and solutions they need. However, 3 in 5 thought celebrity or influencer endorsements could help normalize the condition and encourage open conversations. Reducing shame and fostering dialogue could empower individuals to address their needs and seek better care.
The Realities of Incontinence Shopping
For many Americans, purchasing incontinence products is more than just a practical necessity — it's an emotional experience shaped by embarrassment, stigma, and privacy concerns. From how they shop to where they store their supplies, individuals take extra steps to maintain discretion and avoid discomfort.
Nearly 1 in 2 Americans using incontinence products have delayed or avoided purchasing them due to embarrassment, with 54% of men and 44% of women admitting to this struggle. Additionally, 1 in 4 users have abandoned a purchase entirely for the same reason, with men (37%) more likely than women (23%) to do so. Some even go to great lengths for privacy — 1 in 10 Americans, including 17% of men and 11% of women, reported traveling 20 miles or more just to buy their products anonymously.
Storage habits also reflect a desire for discretion — while 66% keep their supplies in a bathroom cabinet, 26% store them in a closet or drawer, 15% keep them in a personal bag, and 10% use a discreet container like a shoebox.

Many first realized they needed incontinence products later in life, with 1 in 5 users being over 50 when they reached this point and 1 in 4 recognizing the need in their 40s. Half of users have experienced a leak while wearing an incontinence product, and a third said they use additional protective items like bed pads and seat protectors to prevent them.
When selecting the right incontinence product, most have relied on trial and error (39%) or online reviews and research (35%). Others turn to doctors (15%) or recommendations from family and friends (7%), though 1 in 20 Americans are still unsure about which incontinence products to buy. With 1 in 2 Americans now preferring to shop for incontinence products online, digital solutions offer a way to reduce embarrassment and increase convenience.
Normalizing Incontinence: A Path to Confidence and Convenience
Shopping for incontinence products can feel overwhelming, especially when stigma makes open conversations difficult. But no one should have to navigate this alone. With more discreet shopping options and growing awareness, finding the right products has never been easier. By normalizing these conversations and focusing on practical solutions, we can help individuals feel confident and supported in their journey — because dignity and comfort should always come first.
Methodology
We surveyed 1,000 Americans using incontinence products to uncover the emotional, social, and practical realities of shopping for incontinence products. The average age was 47; 64% of respondents were women, 34% were male, and 2% were non-binary.
About Carewell
At Carewell, we understand that finding a convenient and empathetic shopping experience for at-home caregiving can be challenging. As a family-owned and operated business, our mission is to make caregivers' lives easier by providing the products and support they need to truly care well. We're always here for you and happy to help.
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