Currently in the
U.S. over 19 million people have some form of incontinence, with
about 85% of them being women. Incontinence is a common condition
that can sometimes be cured by medication or surgery; however for
those who unwilling to undergo intrusive procedures, the option of
adult incontinence products remains. An adult diaper/ nappy
classified under one of the incontinence care products is meant to be
worn by person suffering from various conditions such as severe
diarrhea, mobility impairment, incontinence, or dementia. Adult
diapers consist of an absorbent pad inserted between two non-woven
fabric structures. This helps in preventing the leakage, maintain the
body fluid level and improve comfort. Growing aging population,
affordability, urbanization and improved awareness are the major
factors responsible for increase in consumption of adult diapers.
Social and economic constraints of using adult diapers are also
hampering the market growth.
Lingering
unemployment, slow income growth and higher costs of living that
continue to weigh on consumer-spending habits and people's decisions
to expand their families. According to the Census Bureau, retiring
baby boomers are driving a surge in the U.S. population with an age
65 and older, which is expected to nearly double from that in 2012 to
83.7 million in 2050. The global adult diaper market is anticipated
to showcase rapid expansion owing to the aging population, economic
affluence and improvement of healthcare systems.
The global Adult
Diapers Market can be segmented on the basis of product type,
applications and geography. Product types include disposable and
reusable adult diapers. The adult diapers can also be further
classified as pants-type diapers, pad-type diapers and flat-type
diapers. The parents and geriatric care-takers are trained and
educated through media regarding the significance of baby and adult
hygiene through the use of disposable diapers. In case of branded
manufacturers, media also helps in promoting awareness of product
news that could better serve the consumer needs.
Geographically, the
market can be categorized into six major regions: North America,
Europe, Asia Pacific, MENA, Latin America, and Rest of the World.
China followed by India, has the largest population of senior
citizens and is also anticipated to demonstrate fastest growth in the
future. The market trends suggest several new entrants in competition
across the globe to expand the product portfolio to incontinence
products. Opportunities lie with successful paper companies to
become diaper producers. Emerging manufacturers are recommended to
design high quality products sold at reasonable pricing and thus
sustain their market share. Other success factors a market player
include Continuous product development in line with consumers need,
and innovative marketing.
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Some of the key
players in the global adult diapers market include Covidien, DSG
International, Daio Paper, First Quality Enterprises, Inc., Fu Burg
Industrial, Hengan Group, Kao Corp., Kimberly Clark, Medline
Industires, Nippon Paper Industries, Ontex International, P&G,
Svenska Cellulosa Aktiebolaget (SCA), Tranquility, and Unicharm. In
the coming years, Procter & Gamble (P&G) is expected to
capture the market share of the existing market players with its
global presence, multi-billion marketing budget, and established
brand name. It would also attract new consumers over the next few
years. As incontinence in many parts of the world, is surrounded by a
social taboo, it is very important to raise understanding and
acceptance of the disease and enhance quality of life. For the same
reason, market players such as SCA are striving to educate and
provide information to the consumers through marketing activities,
training and global forums and thus help break the taboo.
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