News Release

Always Discreet is on a mission to break the silence on bladder leaks and encourage women to start a conversation today

UK women are keeping a lid on bladder leaks as research reveals they don't admit it to themselves, let alone others

Thursday, July 11, 2019 12:11 pm BST


"Once one person in the room opens up about bladder leaks, more come forward and you find its more normal than you think."

It’s considered a taboo subject – but is more common than we think!  Seven in 10 (67 per cent) women are found to wet themselves, according to research by Always Discreet.

 Perception is that bladder leaks are something that only happen to women later in life or as a result of child birth but this isn’t the case. In fact, nearly two thirds (64 per cent) of 18-24-year olds are experiencing the issue.

Sadly, almost a third (29 per cent) of women experiencing leaks took a year a more to even admit to themselves that they had an issue, let alone discuss it with others. Half (49 per cent) said they have still not had the courage to talk to their most trusted friends or family with 60 per cent saying they are too embarrassed and ashamed.

Always Discreet is on a mission to break the silence on leaks and have enlisted the help of Dr Anita Mitra, Gynaecologist and author or ‘The Gynae Geek; Your No-Nonsense Guide to Down There Healthcare’.

Dr. Anita Mitra commented “Bladder leaks are common in women of all ages, not just in older generations and those women who have had natural child births. Unfortunately, it’s still a bit of a taboo and so women don’t tend to fully understand it, with many avoiding talking about it. The more we speak openly, the better, so women don’t feel alone and silenced by something that can be managed.”

Ladies would rather talk about money worries, relationship problems, weight gain and even mental wellbeing above bladder weakness. Only vaginal dryness and a drop-in sex drive are considered more taboo topics of conversation. Seven in 10 (71 per cent) of women experiencing bladder leaks have not discussed it with a GP, with many explaining that they didn't want to waste their doctor’s time.

Always Discreet has launched an advertising campaign telling diverse stories of real women living with little leaks on a daily basis. The result is an empowering campaign that shows women coming together to support each other, with the brand hoping that it will encourage conversation and make women feel less alone.

An accompanying behind-the-scenes video has also gone live to tell these personal stories in more depth. For every like or comment on the #WeeNeedToTalk behind-the-scenes video on YouTube from 4th to 18th July, Always Discreet will donate £1 to Bladder Health UK, the largest support charity dedicated to bladder health. Every £1 will help fund a confidential advice line so that more women can get advice and support.

You can reach Bladder Health UK’s confidential advice line on 0800 4334 600. 

Please watch the advertising campaign here with link to the #WeeNeedToTalk behind-the-scenes video here.




Survey methodology:

One Poll conducted research among 2,000 women in the UK between the ages of 18 and over. It was an online poll completed between 22nd and 29th May 2019.


Further statistics:

  • 16 per cent of women who admit to bladder leaks have experienced an unexpected leak once or twice every day, leaving them unable to run outside, laugh with friends or cough in front of others
  • Laughing, sneezing and jumping are among the biggest ‘accident’ triggers, while 13 per cent are unable to control themselves when lifting something heavy and the same percentage might spring a leak when exercising or trampolining
  • A staggering quarter believe they have a bladder weakness but haven’t been diagnosed by a doctor - and one in 20 have had confirmation from a professional
  • 35 per cent of those who consider themselves to suffer from bladder weakness have had an embarrassing incident in public - of these, 35 per cent were laughing hysterically with friends and a further 19 per cent were running
  • More than a third of women have been caught unawares after sneezing in front of others, while a fifth have had a little leak when lifting weights in the gym
  • 41 per cent of women blame childbirth, 35 per cent believe it’s their age and 22 per cent think pregnancy affected their body. The menopause is considered a contributory factor for a further 22 per cent, while others blame too much caffeine or alcohol


Quotes from women featured in the TV campaign 

Virginia – “When I started experiencing bladder leaks, having my friends really helped. Bladder leaks are just part and parcel of being a woman and a mother. I’ve got two beautiful children so I’ll take it on the chin.” 

Kati – “Once one person in the room opens up about bladder leaks, more come forward and you find its more normal than you think.” 


For more information, imagery or interview request please contact:


About Always Discreet

For more than 30 years, Always has been helping women with their menstruation needs. Now, Always Discreet offers a line of incontinence products to support women who experience bladder leaks. Please visit for the latest information about Always Discreet. 


About Procter & Gamble 

P&G serves consumers around the world with one of the strongest portfolios of trusted, quality, leadership brands, including Always®, Ambi Pur®, Ariel®, Fairy®, Febreze®, Gillette®, Head & Shoulders®, Lenor®, Olay®, Oral-B®, Pampers®, Pantene®, SK-II®. The P&G community includes operations in approximately 70 countries worldwide. Please visit  for the latest news and information about P&G and its brands.


About Bladder Health UK

Bladder Health UK is the largest support charity for people with all forms of cystitis, overactive bladder and incontinence issues.