How Pharmacies Can Support Customers with Incontinence Needs

For many people managing incontinence, the local pharmacy is the first — and often the most trusted — port of call. Pharmacies occupy a unique and important position in the healthcare landscape: they are accessible, familiar, and staffed by trained professionals who can provide advice without the need for an appointment.

Yet for customers dealing with incontinence, the experience of visiting a pharmacy can sometimes be uncomfortable. Incontinence products are not always easy to locate, staff may not always be equipped to discuss the topic sensitively, and the range of options can be confusing without guidance.

This article explores how pharmacies can better support customers with incontinence needs — from stocking the right products to building a team culture where customers feel genuinely welcome and helped.

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Understanding the Customer's Experience

To support customers well, it helps to understand how they may experience the process of seeking out incontinence products.

Many people feel a significant degree of embarrassment about incontinence. They may have delayed seeking help or products for months or longer. When they finally enter a pharmacy, they may be hoping to manage the transaction discreetly — selecting a product quickly, without having to discuss it at the counter or be seen by people they know.

Others — particularly family carers or care professionals purchasing on behalf of someone else — may be navigating an unfamiliar product landscape and genuinely benefit from guidance.

Understanding this range of customer experiences helps pharmacies respond in a way that is sensitive to individual needs: being proactive and helpful when appropriate, while being discreet and low-key when that is what the customer prefers.

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Product Range: Stocking the Right Options

A well-stocked pharmacy incontinence range does not need to be extensive, but it should cover the most common needs clearly and practically. At a minimum, consider offering:

Pull-up incontinence pants in at least one or two absorbency levels and a small range of sizes. Pull-ups are often the first product customers reach for, as they are the most familiar in format and the most discreet for day-to-day use.

Incontinence bed pads or underpads for overnight or resting protection. These are particularly sought by customers supporting older relatives at home, or those managing moderate to heavy incontinence at night.

Light protection pads for stress incontinence — small, discreet pads worn inside underwear for occasional light leakage. This is a common need that is often undercatered for.

When selecting which products to stock, look for products with clear labelling around absorbency level, product type, and sizing, as well as quality credentials such as CE marking. CONFIO products, for example, carry CE conformity and MHRA registration — indicators of product quality that reassure both pharmacy staff and customers.

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Store Presentation and Discretion

Where incontinence products are positioned in a pharmacy matters. A product range that is prominently displayed in a high-traffic area of the store may deter customers who prefer to browse discreetly.

Consider positioning incontinence products in an area that:

• Is accessible without passing through the busiest parts of the store
• Has adequate space for customers to review options without feeling observed
• Is clearly signposted, so customers can find products without having to ask

Product labelling should be clear and use appropriate, professional terminology. Products with packaging that uses empowering, confident language — rather than clinical or stigmatising terms — tend to be better received by customers.

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Customer Sensitivity and Communication

Staff interaction is one of the most important factors in how customers experience support for incontinence needs. Training and team culture make a significant difference.

Adopt a matter-of-fact tone. Staff who treat incontinence product enquiries with the same professionalism as any other health product question put customers at ease immediately.

Never show surprise or awkwardness. Reactions — even subtle ones — can cause customers to feel embarrassed or unwilling to ask further questions. Consistency and calm are key.

Let the customer lead. Some customers want a quick, discreet transaction; others want information and guidance. Read the customer's cues and respond accordingly. Offer help without imposing it.

Be proactive but not intrusive. A simple, friendly "Can I help you find something?" opens the door for customers who may not know where to start, without pressuring those who prefer to browse independently.

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Helping Customers Understand Product Types

For customers unfamiliar with the range of incontinence products available, the variety can be overwhelming. Being able to briefly explain the key product categories — and what each is suited to — adds real value.

A simple framework:

• Light pads/inserts — for occasional, light leakage; worn inside regular underwear
• Pull-up pants — for moderate to heavier needs; worn like regular underwear, suitable for active or independent users
• All-in-one briefs — for heavier needs or where carer assistance is required for changes
• Bed pads — for surface protection, overnight use, or supplementary protection

Pointing customers towards a product that matches their described need — rather than the most expensive or the most prominent on the shelf — builds trust and loyalty.

Where a customer describes symptoms or needs that suggest a more complex situation, signposting them to their GP or a continence nurse specialist is both appropriate and valuable.

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When to Signpost to Professional Advice

Pharmacists and pharmacy staff play an important role in identifying when a customer's needs may benefit from clinical assessment. Consider recommending further professional advice when:

• A customer describes new or suddenly worsening incontinence
• The described symptoms suggest a possible underlying condition (such as UTI, prostate issues, or neurological symptoms)
• An existing customer's needs appear to be changing significantly
• A customer expresses significant distress or impact on daily life

Signposting is not about deflecting the customer — it is about ensuring they receive the most appropriate support. A recommendation to speak with a GP or continence service, paired with providing the right immediate product support, reflects excellent practice.

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Supporting Repeat Customers and Carers

Many incontinence product customers are regular repeat purchasers — either for themselves or for someone they care for. Building a reliable, discreet service for these customers creates loyalty and trust.

Practical considerations for regular customers:

• Ensure stock availability is consistent — running out of a product that a customer relies on is disruptive and frustrating
• Consider whether repeat supply arrangements or ordering systems would benefit regular customers
• Remember that family carers purchasing for relatives are often managing significant pressures — a helpful, efficient experience makes a real difference

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Building a Pharmacy That Feels Welcoming

Ultimately, the pharmacies that best serve customers with incontinence needs are those that have created a culture where every customer — regardless of the sensitivity of their need — feels genuinely welcomed, helped, and respected.

This comes from product choice, store layout, staff training, and team culture. It is not a complicated set of interventions — it comes down to treating every customer with professionalism, care, and discretion.

The pharmacy that does this well becomes, for many customers, the place they trust above all others for healthcare support.

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CONFIO supplies incontinence products suitable for pharmacy stocking and customer use. To discuss trade pricing and supply for pharmacies, please contact the CONFIO team.

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Disclaimer: This article is for general guidance. Individual customer needs vary and pharmacy teams should follow their own professional training and guidance when advising customers on healthcare products.