Did you know that incontinence is actually more common than diabetes and heart disease combined? ¹ Yet, many who experience it feel isolated, embarrassed, or misunderstood due to persistent myths and stigmas. Regardless of age, gender identity, or background, learning the facts about incontinence can empower you to reclaim your confidence and live with dignity.

Let’s Talk Numbers: The Truth About Incontinence

According to the National Association of Continence (NAFC), National Institutes of Health (NIH), and European Urology Focus:

• 1 in 2 women experience some form of incontinence in their lifetime.

• Nearly 80 million women in the U.S. manage urinary incontinence.

• Approximately 33 million men in the U.S. live with urinary incontinence.

• 9 out of 10 people experience incontinence report feeling isolated, depressed, or hopeless due to their situation.

• 1 in 4 women have taken time off work because of incontinence symptoms.

• Women with severe incontinence spend about $900 per year managing their condition.

• Even women with milder symptoms spent nearly $750 annually on products like pads and were willing to pay nearly $1,400 per year for a cure.

• Only 25% of women speak openly with their doctor about incontinence symptoms.

• On average, women wait more than 6 years before seeking professional help.

These numbers tell a clear story: incontinence affects far more people than most realize. Still, misconceptions and myths persist — mainly because they aren’t discussed openly. Confronting these misbeliefs directly helps break down stigmas, empowering individuals to access the support and solutions they deserve.

Busting Common Myths About Incontinence

Here are five common misunderstandings and the realities behind them:

Myth #1: “Only senior citizens deal with incontinence.”
Reality: Approximately half of people living with incontinence are under the age of 50² . Athletes, new moms, and people with neurological conditions are just a few examples of those who manage incontinence.

Myth #2: “Incontinence is just a women’s issue.”
Reality: Incontinence does not only affect women — millions of men experience bladder and bowel control problems as well³. Factors such as nerve damage, an enlarged prostate, or post-surgical changes can contribute to leakage.

Myth #3: “Drinking less fluid will prevent leaks.”
Reality: Cutting back on fluids may seem like a solution, but dehydration can actually make incontinence worse. Concentrated urine irritates the bladder, increasing urgency and unpredictability. Proper hydration supports bladder health and improves control.

Myth #4: “Incontinence products are bulky and obvious.”
Reality: Modern incontinence products are discreet, comfortable, odor-blocking, and highly effective, so you never have to compromise style or confidence.

Myth #5: “Incontinence means giving up an active lifestyle.”
Reality: Managing incontinence effectively doesn't mean sacrificing favorite activities or adventures. High-quality products make gym visits, traveling, or everyday activities achievable without worry or limitations. Curious about comfortable, reliable solutions? Keep scrolling to discover premium products that fit seamlessly into active lifestyles.

Finding Incontinence Solutions That Fit Your Needs

Choosing the right incontinence products can be transformative, offering confidence and peace of mind regardless of the setting or situation. NorthShore offers premium solutions that are thoughtfully crafted for reliable protection — explore the product categories below to discover options tailored to different lifestyles and personal needs:

Diaper-Style Briefs with Tabs: Super absorbent adult diapers with refastentable tabs for bladder and/or bowel leakage with up to 12 hours of protection.

Customer favorite: MegaMax® Diaper Style Briefs with Tabs 

Pull-Up Style Incontinence Underwear: Disposable absorbent protective underwear with a sleek and discreet fit that offer up to 8 hours of bladder protection.

Customer favorite: GoSupreme® Pull-On Underwear

Liners & Guards (Pads): Absorbent liners that discreetly fit inside regular underwear, providing protection for light-to-heavy urinary and/or bowel leaks.

Customer favorite: DynaDry® Supreme Super Absorbent Liners

Booster Pads/Doublers: Absorbent pads designed for use inside adult diapers and pull-ons use flow-through technology to extend the lifespan of incontinence underwear.

Customer favorite: EternaDry® Booster Pads

Bedding Protection (Chux): Underpads that come in washable or disposable varieties that protect mattresses, sheets, furniture, and can even be used as protective surfaces when changing in public restrooms.

Customer favorite: MagicSorb® Air Disposable Underpads

In addition to the above core solutions, NorthShore also offers soft and breathable waterproof diaper covers, lush cleansing wipes, discreet disposal bags, and more.

Interested in trying premium products? NorthShore’s convenient Sample Program, makes things easy: simply answer a few quick questions and select up to SIX expert-recommended products to sample for free*.  Also, orders placed before 7pm ship the same day!

Embrace Empowered Living Today

“Incontinence is very common, often treatable, and regardless, very manageable.”
-Adam Greenberg, President & Founder of NorthShore

Incontinence affects millions, but it’s manageable and does not define a person’s worth or lifestyle. NorthShore is here to help every step of the way. If you have any questions about how to get started or what products might be best for you or your loved one, NorthShore’s excellent Customer Care Team is here. Contact us online or call us at 800-563-0161 to get expert and responsive care.

Sources:

1. (2025). We count campaign. National Association for Continence. https://nafc.org/we-count/

2. (2025). We count: A new campaign to help women with incontinence. NAFC Health Blog. https://nafc.org/bhealth-blog/we-count-a-new-campaign-to-help-women-with-incontinence/

3. (2023). Male incontinence: Overview and slideshow. https://www.webmd.com/urinary-incontinence-oab/ss/slideshow-male-incontinence