Published On: Fri, Jun 9th, 2017

Adult Diapers Market Forecasted to Grow at 8% CAGR Through 2021

Analysts at Technavio project that the adult diapers market will grow at 8% CAGR between 2017 and 2021, according to the report.

The study covers both the present market and growth prospects over the next four years, segmenting the market based on geography and category.

A rise in cases of urinary incontinence has led to a greater need for adult diapers. According to the Urology Care Foundation, a quarter to one third of men and women in the United States suffer from urinary incontinence. Women are at a greater risk of developing the condition, according to Phoenix Physical Therapy, PLC. Between 75% and 80% of Americans with urinary incontinence are women.

Urinary incontinence can be caused by a number of things, including diabetes, obesity, childbirth, pregnancy and aging.

photo courtesy of Greenberg Health

Mobility impairment and urethral issues has also led to more adults needing adult diapers.

According to analysts at Technavio, there are three factors that are contributing to the growth of the adult diaper market: rise in employment among women, increase in urbanization and the introduction of innovative products.

According to a UN report, about half of the world’s population is living in urban areas. Promotional activities, which increase awareness about health issues and how to manage them, is more prevalent in urban areas with higher populations. In areas where urbanization is increasing, such as EMEA and APAC, the demand for adult diapers is also increasing, the report shows.

Amber Chourasia, a health and wellness research analyst at Technavio, points out that according to physicians, incontinence is typically caused by stress and pressure at work. As employment among women increases, the cases of incontinence among females rises and the need for adult diapers increases.

According to the CDC, 65% of women are affected by urinary incontinence, mostly older females.

Bladder and sphincter dysfunction can cause incontinence, the report says.

The introduction of innovative products has also helped the adult diaper market grow. The market has experienced a lot of change in recent years, both in core design and the use of more complex fabrics in manufacturing.

Today, the market offers thin, comfortable adult diapers with more advanced fluid retention and absorption capabilities. These new features and a more discreet design have made adult diapers more popular, the report shows.

The report from Technavio is in line with a report from Bloomberg in February 2016, in which it predicted the market would take off.

That same report showed that estimated sales for incontinence products would reach $2.7 billion by 2020, up 48% from 2015. By 2020, sales of adult diapers may outpace sales of baby diapers.

Adult diaper brand Kimberly Clark holds the largest share of the market (more than half) in the U.S., according to Euromonitor. P&G had about 9% of sales and Svenska Cellulosa had about 7% of sales.

Kimberly Clark has taken an innovative approach to the marketing of its products, with rap videos featuring employees wearing their adult diapers. The company also uses packaging that hangs on hooks and a transparent display that makes the diapers look more like a folded pair of cotton underpants.

Author: Jacob Maslow

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