Kimberly-Clark revamps Depend line for men, women

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Reuters
By Jessica Wohl

CHICAGO, - Kimberly-Clark Corp (KMB.N) is overhauling its Depend line to offer disposable underwear tailored to men and women as it prepares for an influx of aging Americans who need incontinence products.

Depend has been around for nearly 25 years, but this is the first time it is offering separate versions of absorbent underwear for men and women.

The products, which look more like traditional cotton underwear than an adult diaper, will be available in North American stores in March and appear in Europe later in 2009.

While Depend is a smaller business than other Kimberly-Clark products such as Huggies diapers or Kleenex tissues, it expects an aging population will help boost sales.

Baby Boomers, the generation of Americans born between 1946 and 1964, are heading toward retirement with the oldest set to turn 65 in 2011. Many of them are already caring for parents who may use incontinence products.

Underwear currently accounts for about 75 percent of Depend brand sales.

Six unisex versions of Depend underwear will be replaced by six versions for women and two versions for men. The new products have different leg openings and other changes to fit men's and women's bodies. They offer 28 percent better leakage protection than ......read the whole article

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