Adult Diapers Market Report

Adult Diapers Market Analysis, Market Size, Application Analysis, Regional Outlook, Competitive Strategies and Forecasts, 2016 To 2024

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  • Report ID: 133
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Growing urinary incontinence among adults and increasing unwillingness to go through intrusive procedures are driving the global adult diapers market growth. Additionally, increasing use in conditions such as diarrhea, mobility impairment, and dementia is anticipated to impact product growth positively. Primarily used in medical centers for patients suffering from different ailments adult diapers help in preventing leakage, maintain body fluid level and improve comfort.

Urinary incontinence is caused due to sphincter dysfunction, bladder dysfunction, or a combination of both and its prevalence increases with age. Rising aging population owing to changing lifestyle, improvement in healthcare infrastructure and a multitude of treatment options leading to increased life expectancy. Adult women comprise almost two-third of incontinence patients due to menopause and stress. In men, incontinence occurs owing to trauma, prostate surgery, and neurological injury. Moreover, diapers are also increasingly being targeted towards adults in hospital, institutional healthcare, and home healthcare. Increased advertising efforts by players, affordability, urbanization, growing stress, trauma, prostate surgery and increased hygiene awareness are significant drivers for the rising demand.

Increasing use of adult diapers for purposes other than medical issues is also expected to boost its demand and customer acceptance. The product is being used by guards on long duties who are not permitted to leave their post, divers under their diving suits, pilot on long flights and other long-hour workers.

The industry can be segmented by product into disposable, cloth, swim pants and training nappies. By type, it can be segmented into disposable and reusable diapers. The industry has been further divided into pant-type, flat-type and pad-type segments.

Disposable diapers are anticipated to remain the fastest the growing product over the forecast period. Biodegradable products are establishing strong foothold owing to both consumer convenience and environmental regulatory requirements. Varieties in disposable diapers include super-absorbent, ultra-absorbent and regular. In terms of users, women have been anticipated to be the most significant contributor to the rising consumption owing to increased probability of incontinence among them.

The major challenge hampering growth is the social taboo and dignity issues around the use among adults. However, initiatives by big adult diaper brands to dignify the market and spread awareness regarding the necessity of the product through elaborate advertisements and promotion campaigns is helping the product overcome the social barrier.

China followed by India is expected to witness the fastest growth in the projected period on account of large adult population. A small segment of consumers especially in developing countries prefers diapers over public toilets, owing to dismal conditions of toilets in the countries. North America and Europe are the largest regional markets and are expected to remain the same over the forecast period. In North America, adult diapers are supposed to overtake the baby diapers industry concerning revenues.

The key players in the market include Kimberly-Clark, Syenska Cellulosa Aktiebolaget or SCA, Attends Healthcare, Paul Hartmann and Unicharm. Other prominent vendors include P&G, First Quality Enterprises, DSG International, Fu Burg Industries, Kao, Medline Industries, Ontex International, Nippon papers among others. P&G, which recently entered the market is expected to capture the huge revenue share to increase its foothold, and established brand name

The primary strategy adopted by the counterparts caters to removing the stigma and vilification attached to incontinence diseases and the use of diapers through awareness advertisements and extensive promotional campaigns. Kimberly-Clarke sponsored a free concert in New York featuring Grammy nominated band Capital Cities to promote its adult products. The company also launched a social media campaign for incontinence awareness charity. Constant product development in tune with customer requirements and price cutting are also strategies adopted by the vendors in the highly competitive scenario.

The market is undergoing changes in products’ core design and use of sophisticated engineering fabrics. Comfortable, thin and increasingly absorbent products are bringing a paradigm shift towards advanced products. P&G’s “Always Discreet” products for women are lean and less discernible under clothing and are designed for physically active consumers. The market is moving towards one with high aesthetical and visual appeal in the form of diapers that resembles underwear in different colors. Increased comfort in the acceptance and use of adult diaper characterized by packings that hang on hooks in store displays with transparent windows is also an upcoming trend.

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