Global Adult Diaper Market By Type (Underwear and Brief, Pads, and Others), By Distribution Channel (Institutional Sales, Retail Stores, and Online Channels), By Gender, By Region and Companies - Industry Segment Outlook, Market Assessment, Competition Scenario, Trends, and Forecast 2023-2032

Report Overview

The Global Adult Diapers Market size is expected to be worth around USD 33 Billion by 2032 from USD 17.20 Billion in 2022, growing at a CAGR of 6.90% during the forecast period from 2023 to 2032.

An adult diaper, also known as an adult nappy, is a type of underwear that adults wear to avoid using the bathroom.

One of the most common human problems is incontinence. More than 424 million people worldwide experienced incontinence in 2018, according to the Global Forum on Incontinence. Women are more likely to become incontinent than men. The rising incidence of incontinence and the growing geriatric population are the major drivers of the adult diapers market growth.

According to the United Nations, the world’s elderly population is expected to reach 1.4 billion by 2030, creating huge business potential. Incontinence absorbents are rapidly becoming a lucrative field. The popularity of incontinence underwear is on the rise as well-known brands such as Poise, TENA, Sure Care, and Always Discreet continue to bring more secrecy, comfort, and confidence to normal life.

As our understanding of incontinence grows, the taboos and stigmas surrounding the use of incontinence-absorbent products are removed. In the past, people were reluctant to deal with urinary incontinence or see a doctor.

However, more informed patients come to expect products that boost their self-esteem, provide comfort, are discreet, and are gentle on their skin. This has led manufacturers to spend money researching and producing products with superior fluid management. For example, in November 2017, Essity released his new breathable ConfioAir technology. This material is used in all of the company’s underwear, panties, and other incontinence products.

The creation of special goods for men and women with medical conditions and the emergence of smart diapers are major developments in the adult disposable diapers market. Essity conducted a study on its own product, TENA Men, and found that in 2017, 8% more male customers bought TENA Men for themselves. This shows that specialty incontinence briefs are popular with men.

Moreover, the market is expected to grow significantly due to the use of sensors in diapers to prevent overflows and accidental leaks.

Driving Factors

Increasing Prevalence of Irritable Bowel Syndrome with Technological Advancements

Demand for adult diapers is largely driven by the rising incidence of irritable bowel syndrome. IBS affects 10% to 15% of people in the United States and 17% to 23% in the United Kingdom, with men accounting for 11% and women for 23%. The percentage varies between 2.3% and 15.8% in China, while it is approximately 13% in Japan.

People are more aware of their health and are willing to spend money to treat IBS because of rising disposable income, improved lifestyles, and higher standards of living. In order to avoid any kind of public embarrassment for IBS patients, adult diaper use has significantly increased, along with other medications.

The adult diaper market’s revenue growth is also largely driven by a number of technological advancements in diaper manufacturing. These innovations have been made to make adult diapers more user-friendly and to raise awareness of the many benefits they offer.

In addition, companies are increasing their investments in R&D activities to make adult diapers more convenient and user-friendly by incorporating features like an increased absorbency rate and comfort level.

Tena Stylish Incontinence Underwear, for example, was introduced on June 7, 2021, by Essity Aktiebolag, a global leader in sanitary and healthcare products. It is a form-fitting underwear product for incontinence that is made to look like real underwear and has a core that is extra absorbent and holds liquid to its maximum capacity.

The cottony-soft, stretchy material of the Tena Stylish Incontinence Underwear is gentle and soothing on the skin. When there is a significant amount of leakage from the bladder, it provides three layers of protection against wetness, urine odor, and leaks.

On May 23, 2019, Unique Wellness developed a method for managing incontinence that can schedule only three dry changes in a 24-hour period, saving up to 70% on the overall cost of treating incontinence and other related issues.

This method also ensures that the user is completely dry and free of diaper rash. Adult diapers are gaining consumer acceptance thanks to the increased use of automation, sensors, gel technology, and smart solutions. This, in turn, is leading to an increase in the revenue growth of the adult diaper market.

Restraining Factors

Adult Diapers Have the Potential to Cause Allergies, Rashes, and Infections and Make People Lazy

Due to their dryness, adult diapers may aggravate certain allergies if used for an extended period of time, particularly after the birth of a child. When adult diapers retain moisture and physiological fluids like sweat and urine, they become soiled, which can result in diaper rashes and bacterial infections.

Dysplasia and cervical cancer may also develop as a result of extreme cases. People whose skin is sensitive and tender are more likely to develop bedsores and rashes when they wear adult diapers. During the postpartum period, continuing to use adult diapers to prevent urine leakage increases dependency.

As individuals tend to lose their bodily function of bowel control by completely relying on artificial alternatives, this lowers neuromuscular control, which is when the brain sends messages to muscles.

Urine can smell a lot, especially if it’s concentrated (like when you don’t drink enough water) or contains certain drugs and medications. Embarrassingly, adult diapers offer little or no protection from odors. Due to the fact that the majority of insurance plans do not cover adult diapers, they are unaffordable for people with lower incomes.

Adult diapers can cost up to USD 300 per month out of pocket. They’re additionally cumbersome, making them hard to pack and move. These are the key factors affecting the growth of the market.

Latest Trends

New Product Launches

Consumer demand for incontinence undergarments has successfully increased as a result of the introduction of new products with skin-friendly materials, high absorption levels, and odor-control capabilities. To give women more stability, Kimberly-Clark, for instance, introduced the Poise UltraThin Active Collection of pads and liners with wings in May 2019.

Manufacturers are spending a lot of money to learn what patients want and come up with solutions that meet those needs. This is expected to contribute to the growth of the market for absorbent products for incontinence during the forecast period.

Additionally, the rapid adoption of technologies like sensors and smart diapers, which prevent unintentional overflows and discomfort, is expected to accelerate the market for adult diapers.

Type Analysis

Underwear and Brief are expected to dominate this market over the forecast period

The market can be divided into three types: Underwear and Brief, Pads and Guards, and Drip Collector and Bed Protectors. The Underwear and Briefs segment accounted for more than 30% of total revenue in 2022. By 2032, it will have the largest share of the adult diapers market. Multilayer fibers in these diapers improve absorbency, provide long-lasting protection, and prevent skin irritation.

Pad-type diapers are expected to grow at a significant CAGR of 13.6% over the forecast period due to their numerous advantages, including their ability to eliminate odor, retain liquid, and control bacterial growth Diapers of this kind are mostly used by people with abnormal health conditions such as diarrhea, incontinence, mobility impairments, or dementia.

In addition to being simple to use and relatively inexpensive, these diapers are biodegradable and readily available on the market.

Distribution Channel Analysis

It is anticipated that the Retail Shop Segment

This market’s distribution channel segments include retail outlets, institutional sales, and online channels. During the forecast period, it is anticipated that the retail shop segment will dominate the adult diapers market growth. This is primarily due to the rapid adoption of male liners and guards and the rising retail sales of incontinence underwear.

The institutional sales market is expected to grow because women postpartum and immobile patients are increasingly using incontinence underwear. According to the Global Forum on Incontinence (GFI) 2018 report, 8.1% of incontinent people over the age of 65 require outside assistance, which is expected to benefit the institutional sales market.

The online channel industry is anticipated to become the most profitable of all distribution channels due to the rapid development and adoption of e-commerce and the rise in online purchases due to the convenient availability and appealing pricing.

Key Market Segments:

Based on Type

• Underwear and Brief
• Pads and Guards
• Drip Collector and Bed Protectors

Based on the Distribution Channel

• Institutional Sales
• Retail Stores
• Online Channels

Based on Gender

• Male
• Female

COVID-19 Impact Analysis

COVID-19 and the lockdowns that followed had a significant impact on the adult diapers market worldwide. The adult diapers market saw an increase in revenue as people became more aware of hygiene and health issues. In addition, medical professionals in a number of nations, including India, advised using adult diapers to limit the spread of the virus by avoiding frequent bathroom breaks in hospitals and other similar settings.

Additionally, the adult diapers market’s revenue growth was slowed by supply chain disruptions caused by travel restrictions, social distance standards, and the closure of manufacturing and production facilities. Restrictions and lockdowns halted upcoming innovations and product development, putting an end to research and development (R&D) projects.

To boost sales, businesses also implemented novel marketing strategies. For instance, NorthShore Care Supply announced a program in which adult diapers, cleansing wipes, bladder control pads, protective underwear, and other COVID-19 first responders in the United States received a 20% discount for a free trial of two adult diaper bags.

ICU nurses and other COVID first responders who get in touch with NorthShore directly may be able to take advantage of this program and receive a personalized free trial and discount.

Regional Analysis

Europe accounted for the majority of the global adult diapers market

Europe accounted for the majority of the adult diapers market in 2022. Major contributors to Europe’s dominant position include the increasing number of customer education programs, the normalization of incontinence-related social issues, and the growing emphasis on geriatric care. According to Eurocare, there are over 50 million people in Europe, which is likely to drive up demand for adult diapers.

During the forecast period, the market in North America is anticipated to be driven by the rapid adoption of disposable incontinence absorbent products, strong government support, and a significant rise in online sales. Each person in North America used between 450 and 500 units of incontinence-absorbent products in 2018, according to Essity.

As a result, the market for incontinence underwear is expected to grow in North America as more people use them. The Asia-Pacific market is being driven primarily by rising adult populations, particularly in China and India, a large pool of potential customers, and an increase in pregnancies.

By 2050, the WHO predicts that 120 million Chinese citizens will be 80 or older. As a result, China’s demand for incontinence underwear is likely to rise. Due to the rising demand for hygiene products and the rising popularity of home care services, the Middle East and Africa market is anticipated to expand.

The market for incontinence absorbent products is anticipated to soar in Latin America due to the decreasing social stigma associated with their use and the rising incidence of urine incontinence.

Key Regions and Countries Covered in this Report:

• North America
  • The US
  • Canada
  • Mexico
• Latin America
  • Colombia
  • Chile
  • Brazil
  • Argentina
  • Costa Rica
  • Rest of Latin America
• Eastern Europe
  • Russia
  • Poland
  • The Czech Republic
  • Greece
  • Rest of Eastern Europe
• Western Europe
  • Germany
  • France
  • The UK
  • Spain
  • Italy
  • Portugal
  • Ireland
  • Austria
  • Switzerland
  • Benelux
  • Nordic
  • Rest of Western Europe
• Asia Pacific
  • China
  • Vietnam
  • Japan
  • Indonesia
  • South Korea
  • India
  • Australia & New Zealand
  • Singapore
  • Thailand
  • Malaysia
  • Philippines
  • Rest of APAC
• Middle East & Africa
  • Algeria
  • Egypt
  • United Arab Emirates
  • Saudi Arabia
  • Kuwait
  • Nigeria
  • Israel
  • South Africa
  • Turkey
  • Rest of the Middle East and Africa.

Market Share & Key Players Analysis:

Kimberly-Clark Corporation is one of the major players in the adult diapers market; General Mills; Participates in Healthcare Products, Inc. likewise the Unicharm Corporation Since these stores are regarded as the most convenient and dependable means by which consumers can purchase healthcare products, many markets players are forming partnerships with the owners of pharmacy shops to serve as distribution channels for their goods.

In addition, market players are making investments in R&D with an emphasis on product innovation in order to maintain a competitive advantage in the market.

With the assistance of advertisements and promotional campaigns, a number of manufacturers of adult diapers are engaging in initiatives aimed at raising public awareness regarding the appropriate use of such incontinence care products.

Geriatric populations are likely to be more likely to use the product as a result of such initiatives. For instance, Friends Adult Diapers launched its first advertising campaign in India in 2017 to raise awareness of the significance of adult diapers and the positive effects they can have on the lives of seniors.

Market Key Players:

• PAUL HARTMANN AG
• Kimberly-Clark Corporation
• Procter & Gamble
• Ontex
• Domtar Corporation
• Unicharm Corporation
• Wellspect HealthCare (Dentsply Sirona)
• Hollister Incorporated
• TZMO SA
• Other Key Players

Recent Developments:

NorthShore Care Supply, the leading manufacturer of highly absorbent adult diapers and continence products, announced its arrival in Canada in February 2021. The company is building a factory in Canada and working with salespeople from companies like AgeComfort and Healthwick Canada to increase revenue.

First Quality introduced Incognito by Prevail in January 2021, a line of three-in-one feminine napkins with multifluid technology to prevent daily discharges, menstrual leaks, and urinary leaks. They have a core that is extremely absorbent, holding more moisture than a standard feminine hygiene pad and reducing odor.

In conjunction with Saijo City, Japan, where Kao Hygiene Products Ehime is situated, Kao Corporation and Kyoto University joined in January 2021 to begin the application process for the Used Reusable Diaper Carbonization Recycle System. Listed below are some of the most prominent Adult Diapers industry players.

Report Scope: