Home is where more Americans want to spend their golden years. According to AARP, in the United States, 76% of people want to stay in their homes as they age. To make this aspiration a reality often means managing incontinence.

Michele Mongillo

As more consumers turn to retail pharmacies for a wide variety of health care needs, these stores have a growing role to play in ensuring seniors get the products and support they need to navigate bladder and bowel changes. The National Association for Continence reports that more than 33 million Americans manage bladder conditions. While incontinence can affect anyone, age is a known risk factor. Understanding how incontinence affects individuals and their loved ones, and how to manage it with dignity, will be key to helping more seniors age at home.

Shoppers for incontinence products include not only the individuals who are using them but, often, their caregivers. Family caregivers frequently assume the role unexpectedly, and it can be a stressful transition. For many caregivers, incontinence may be the last straw to providing care in the home. Once this condition becomes apparent, they may feel overwhelmed and think that a nursing home or senior living facility is the only option.

In reality, most often incontinence can be managed at home with the right products, education and support. Of course, every individual should consult their health care provider to discuss their symptoms and determine the right treatment plan for them.

For retail pharmacies, the first step to serving this consumer base is to understand the condition. Incontinence does not just affect one aspect of an individual’s life. It frequently is related to diet, sleep, socialization, mobility and more. When an individual is able to successfully manage the condition, it can open up possibilities to enjoy the activities they love.

Treatment doesn’t only include incontinence products like protective underwear and pads. There are lifestyle and behavioral changes that can help, too. For example, someone managing bladder leaks may inadvertently restrict their water consumption to avoid going to the bathroom. Dehydration can actually irritate the bladder and make them have to go more. Diet changes such as avoiding alcohol, caffeine, spicy foods, citrus fruits and tomatoes, to name a few examples, can all help improve bladder control. There are also exercises that both men and women can do to strengthen their pelvic floor muscles.

If protective hygiene products are needed, there is no “one size fits all.” It’s important to look at the individual’s situation and always start with the least amount of product. Finding the right size, fit and absorbency is key to avoid issues such as urinary tract infections or skin irritation.

For skin health, breathability is essential. Protective hygiene products made from breathable materials will promote a favorable skin climate by reducing moisture and heat buildup. Staying dry matters because too much heat and moisture may lead to discomfort, skin breakdown and infection.

Retail pharmacies should consider the unique needs of seniors and their caregivers. Maybe they have limited mobility or, if they are a caregiver, they can’t leave their loved one for long periods of time. One solution is a one-stop-shop; it should be easy for them to pick up incontinence products alongside medications. Some shoppers prefer the ease and discretion of online ordering, so it’s ideal to also make incontinence products available for home delivery.

Don’t be surprised if consumers have questions, but understand that bladder and bowel changes are not easy topics to bring up. Even the term “incontinence” may not be familiar to many consumers. They may ask about leaks or loss of control. It is an extremely personal topic, and it needs to be managed with dignity and respect for the individual’s needs.

As an adjunct professor and guest lecturer, I travel the country educating students, nurses and health care staff on the topic of incontinence. Whether in the home or a professional health care setting, education is key to ensure the best possible outcomes for individuals. The better equipped retail pharmacies can be to help, the better experience it will be for the consumer.

This is an opportunity for retail pharmacies to be a resource to help consumers find what they need to manage incontinence. Ultimately, this understanding, guidance and support can help seniors age in place, where they prefer to stay.

Michele Mongillo is the global clinical director at First Quality. She is a registered nurse and educator specializing