THE FIT SATISFACTION GAP
What consumer research reveals about adult incontinence products
May 21, 2026
Executive summary
The latest consumer research into adult incontinence products reveals a gap between what consumers need and what current products deliver. While brands have traditionally emphasized absorbency and protection, comfort and fit are equally important to users.
Survey results from over 3,000 global respondents highlight that although features like stay-in-place fit and comfort are highly valued, satisfaction with these features often falls short.
This "fit satisfaction gap" presents an opportunity for brands to innovate and better meet consumer expectations. LYCRA® fibers can support these goals.
In the adult incontinence category, brands have long focused on what products do — absorb, protect, and conceal. But recent consumer research suggests the industry may be missing a key selling point: comfort. When consumers were asked not just whether an incontinence underwear product works, but whether it fits — whether it moves with the body, stays in place, and allows them to go about their day with confidence — their replies told a different story. The result is a "fit satisfaction gap": a measurable disconnect between what consumers need from a body-worn adult incontinence product and what many constructions actually deliver. For brands and manufacturers paying attention, that gap represents an untapped opportunity in the category.
Last year, The LYCRA Company partnered with the market research firm Walnut Unlimited on a survey of more than 3,000 consumers of adult incontinence products. The respondents were all over the globe — Brazil, China, Germany, Italy, and the US — and included both wearers and caregivers, all 35+.
The wearers’ stories made their needs clear:
“The product's absorbency is crucial. Also important is the fit and comfort, which give me confidence when I'm out and about.” — 74-year-old German man
“I like discreet and comfortable products that allow me to move freely and feel safe.” — 37-year-old Brazilian woman
“The products have to be able to move freely; slipping is incredibly uncomfortable. Absorbency is also very important to me.” — 53-year-old German man
“It is essential that it is comfortable and completely similar to a pair of panties so that it is not visible that I am wearing them and even more it must be efficient in absorbency.” — 43-year-old Italian woman
Absorbency is critical, without a doubt. But the fit and feel of the product matter, too, and consumers notice when a brand doesn’t deliver.
WHAT ADULT INCONTINENCE CONSUMERS WANT
We asked respondents to rate the importance of certain product features, and the performance of those features in the products they currently buy. Some of their key responses included:
Provides maximum absorbency
68% said this was important
61% felt satisfied by the performance of existing products
Difference: -7
Doesn’t shift when moving
63% said this was important
56% felt satisfied by the performance of existing products
Difference: -6 (with rounding)
Helps me/them feel protected
68% said this was important
62% felt satisfied by the performance of existing products
Difference: -6
Provides odor control
65% said this was important
59% felt satisfied by the performance of existing products
Difference: -6
Protects against leaks with elasticized leg
65% said this was important
59% felt satisfied by the performance of existing products
Difference: -5
Made from materials that minimize irritation
64% said this was important
59% felt satisfied by the performance of existing products
Difference: -5
Provides a comfortable fit
64% said this was important
60% felt satisfied by the performance of existing products
Difference: -4
Of the top seven pain points identified — those with the largest gap between importance and satisfaction — three are related to fit and comfort. And those are problems LYCRA® brand stretch fibers can solve.
THE BEST STRETCH YARNS FOR THE HYGIENE PRODUCT INDUSTRY: THE LYCRA® BRAND DIFFERENCE
Our research clearly demonstrates that consumers put a high value on comfortable, well-fitting incontinence products.
LYCRA® brand fibers for personal care and hygiene products are the answer. Offering excellent stretch and recovery — plus 78% global brand recognition, according to our 2025 research with 2CV — LYCRA® fibers provide a non-latex stretch solution for adult diapers and absorbent underwear that delivers the discreet comfort, fit, and protection consumers need. With our fibers, manufacturers can offer differentiated products with real fit solutions that enhance quality of life and appeal to consumers — all from a reliable spandex maker that’s been in business for over 65 years.
In our research, we showed respondents an incontinence concept garment made with LYCRA® fibers; 73% told us the concept was “very appealing.” Among both wearers and caregivers overall, more than 90% said they would be likely or very likely to buy this product in the future. And two-thirds of respondents said they would pay more for a product containing LYCRA® fibers.
With a clear demand for improved fit and comfort and trust in the LYCRA® brand, there’s an opportunity to make a real difference for consumers of adult incontinence products that support an elevated wear experience. It’s time to destigmatize this important topic, open up conversations about the real need for more comfortable products, and deliver dignity to all consumers. We’re ALL IN for the next era of personal care and hygiene innovation — are you with us?