Urinary incontinence affects an estimated 3 to 6 million people in the UK, according to NHS England estimates. The condition is common after childbirth, during menopause, and in older age — yet it remains one of the most under-discussed health issues in primary care. A BBC News report on 9 April 2026 highlighted the experience of an athlete who developed incontinence after giving birth, ultimately requiring surgery — a story that underscores both the physical impact and the stigma that delays many people from seeking help.

Community pharmacies sit at the centre of this challenge, whether they recognise it or not.

The pharmacy role

Pharmacies interact with incontinence in three distinct ways:

Product supply. Community pharmacies stock continence pads, protective underwear, skin care products, and odour management solutions. For many people, purchasing these products over the counter is their only engagement with the healthcare system regarding their incontinence. The interaction is anonymous by default — no consultation required, no record created.

Prescription dispensing. For patients prescribed anticholinergic medications (oxybutynin, solifenacin, tolterodine) or beta-3 agonists (mirabegron) for overactive bladder, the pharmacy is the dispensing point. These prescriptions create a structured touchpoint where pharmacists can offer counselling on adherence, side effects, and when to seek further medical review.

Pharmacy First consultations. Under the expanded Pharmacy First programme, pharmacists can provide first-contact clinical consultations for a range of conditions. While urinary incontinence is not currently one of the named Pharmacy First pathways, related presentations — urinary tract infections, for example — frequently surface incontinence as a co-existing concern during the consultation.

Why it matters commercially

Incontinence products represent a significant OTC category for community pharmacies, though precise sales data at pharmacy level is not publicly available. The global incontinence products market is valued in the billions, and the UK is one of the largest European markets. For independent pharmacies, the continence care aisle can be an important revenue line alongside dispensing.

Some pharmacies have developed specialist continence services, offering fitting consultations for continence products, bladder health assessments, and pelvic floor exercise guidance. These services are typically commissioned by local authorities or Clinical Commissioning Groups (now Integrated Care Boards) and represent a growth area for pharmacy service diversification.

The workforce angle

Delivering continence advice requires pharmacist or technician time — the same scarce resource that constrains other service expansions. PharmSee tracks 1,605 active pharmacy vacancies across 11 employer sources nationally, reflecting ongoing workforce pressure across the sector.

However, continence counselling does not necessarily require additional staffing. Many interactions can be integrated into existing dispensing workflows: a brief conversation when dispensing an anticholinergic medication, a recommendation when a customer purchases continence products, or a referral prompt during a Pharmacy First UTI consultation.

The data gap

As with many pharmacy public health activities, the scale of incontinence-related pharmacy interactions is not routinely measured. NHSBSA data captures dispensing volumes for incontinence medications but does not track OTC product sales, informal advice, or referrals made by pharmacy teams. This makes it difficult to quantify pharmacy's existing contribution to continence care or to build a commissioning case for expanded services.

PharmSee's database captures dispensing revenue and pharmacy density data but does not currently include service-level breakdowns for continence care. The pharmacy search tool can help patients and commissioners identify pharmacies in their area, and the location analysis tool provides demographic context that may correlate with continence care demand — particularly the proportion of older residents in a catchment.

What could change

Several trends may increase pharmacy's role in continence care:

Ageing population. The proportion of the UK population aged over 65 is projected to increase from approximately 18% to 24% by 2040. Incontinence prevalence rises with age, and community pharmacies in areas with older demographics will see proportionally more continence-related interactions.

Pelvic health awareness. Stories like the BBC report are helping to normalise conversations about incontinence and pelvic floor health. As stigma reduces, more people may seek advice from pharmacists rather than managing the condition silently.

Service commissioning. Integrated Care Boards are increasingly commissioning pharmacy-based services that address multiple conditions in a single pathway. Continence care could be bundled with falls prevention, medication review, and healthy ageing services in pharmacy settings.

For pharmacists

Pharmacists seeking to develop their continence care knowledge can access resources from the Bladder and Bowel Community, the National Institute for Health and Care Excellence (NICE) continence guidelines, and the Royal Pharmaceutical Society's practice resources. The PharmSee salary guide and job search can help pharmacists explore roles in settings where continence services are part of the care portfolio.

Caveats

This article draws on the BBC News report of 9 April 2026, NHS England prevalence estimates, and general sector knowledge. No pharmacy-level incontinence service data is available through PharmSee or NHSBSA open data. Claims about pharmacy's role are based on the sector's structural position and known service capabilities.

Sources: BBC News (9 April 2026), NHS England, NICE continence guidelines, PharmSee database (13 April 2026).