Overactive Bladder (OAB) currently affects approximately 5.15 million people in the UK, yet only 1 in 3 people have heard of this condition. Like many other embarrassing illnesses, OAB often goes undiagnosed although it is more common than arthritis, angina and diabetes. Over 50% of those diagnosed with OAB don’t feel comfortable talking to friends or family and almost a third of sufferers are too embarrassed to speak to their GP about their symptoms. More women seek help for the condition, yet it affects both sexes equally.

Additional research reveals that 70% of people admit suffering a so-called embarrassing illness, but also highlights the gender differences when it comes to seeking help. 75% of men suffer embarrassing illnesses at some point, yet less than one half of men seek help. In fact, men are twice as likely to feel too embarrassed to seek treatment (13% for men; 6% for women). Women on the other hand are more than twice as likely to hope the condition will disappear without treatment (20% for women; 9% for men).

The challenges of the modern lifestyle are taking a dramatic toll on women's health with almost one in seven (14%) stating they simply don't have the time to seek medical help. However for women who do seek advice and treatment, the GP remains the most popular source of information (69%).