Ever Wonder How Big is the Adult Diaper Market?

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Have you ever wondered how big is the adult diaper market? I know here on ADISC we are a unique community of both those who need diapers due to incontinence, but also much of the community here wears diapers out of interest, enjoyment, and for reasons not easily understood.

But I was doing a bit of research on this and I came across a very interesting report about adult diapers market size, share, and trends.

I imagine many of you might find this an interesting read.

https://www.grandviewresearch.com/industry-analysis/adult-diapers-market

For those of you who take the time to look at this, did you notice anything of specific interest? I found the fact that an annual growth rate of 12.7% is a pretty big deal. (I think I am going to contact my stock broker tomorrow about some new investments).
 
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I took a quite look and kind of not surprising most with the population getting older.
Was surprise with the United States !
 
The funny thing is that the reports mention "non medical" usage...

Apart from medical use, there has been a marked increase in adoption of these diapers for other purposes, such as by divers during deep-sea diving, pilots while they are on long flights, and workers at their manufacturing sites. Thus, the aforementioned uses of adult diapers for medical and non-medical purposes are poised to bolster their sales worldwide.
 
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Very interesting straight forward financial report. Thanks for posting it up
 
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Thanks for posting this amazing report which is full of surprises in addition to the fact that diaper use will double over the remainder of the decade, and that covid is used as an excuse to avoid public toilets. The best part? "governments in collaboration with major adult diapers manufacturers, are undertaking initiatives aimed at eliminating such social stigmas" - who'd guess we'd get official endorsement ?

Funny timing too as I just posted on another thread that incontinence isn't necessarily a factor in choosing to wear protection!
 
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I found that interesting too, about covid-19 and the health factors. I imagine that people with borderline incontinence issues gave in and wore diapers because of all the bathrooms being closed, me included. I would also guess a lot of people who did start wearing them around that time probably never got back out of them after getting used to it and realizing the improvements (no nasty restrooms, more comfortable, less anxiety about accidents, etc.) Hopefully the social stigma continues to diminish.
 
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According to Google.
Not sure if this includes ABDL diaper sales. I seriously doubt it since Forbes did a top 50 adult diaper list and no ABDL diaper was listed..not even NorthShore brands.
The thing is I remember as a youngster there was no such thing as adult diapers. This trend has only taken off in the last 20 years and it's growing at very rapid rate compared to most trends. And most trends are just that...a trend. A flash in the pan if you will that only has a minimal life span, it'll come and go. But the adult diaper trend seems to be taking hold, not just in the incontinence affected population, but those that look to the convenience of using a diaper but not needing a diaper.
Word has spread and the market is reflecting that with the demand and supply.
I believe this trend is only going to keep growing so the question remains...how are the ABDL diaper suppliers gonna capitalize on the trend and reach the ppl that wear for convenience. I think there's a way and it all comes down to appropriately marketing and advertising to the non ABDL customer base.
 

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Very interesting.

This is a tangent, but just mentioning that my one concern about this trend, and I'm not trying to start (and I won't engage in) a political debate, is it gives those who are advocating to reduce single use plastics some ammo to work with. Here in Canada, where there is a limited ban on single use plastics, I've been truly concerned about when plastic backed adult diapers will appear on the chopping block given that there are "other options"...which I've tried, and really dislike. I admit that Incontrol makes a pretty decent "cloth backed" diaper, but I sure as heck wouldn't trade it for their Essential.

Point being, I could very easily see someone who has never had to wear a diaper advocate that "nobody needs to use plastic backed diapers when perfectly functional alternatives are available on the market".

A big part of my quality of life as a very active 49 year old depends (...sorry...) on using the most comfortable and best performing products I can get. It's those products that make an otherwise sucky medical condition as manageable as possible.
 
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Nowididit said:
According to Google.
Not sure if this includes ABDL diaper sales. I seriously doubt it since Forbes did a top 50 adult diaper list and no ABDL diaper was listed..not even NorthShore brands.
The thing is I remember as a youngster there was no such thing as adult diapers. This trend has only taken off in the last 20 years and it's growing at very rapid rate compared to most trends. And most trends are just that...a trend. A flash in the pan if you will that only has a minimal life span, it'll come and go. But the adult diaper trend seems to be taking hold, not just in the incontinence affected population, but those that look to the convenience of using a diaper but not needing a diaper.
Word has spread and the market is reflecting that with the demand and supply.
I believe this trend is only going to keep growing so the question remains...how are the ABDL diaper suppliers gonna capitalize on the trend and reach the ppl that wear for convenience. I think there's a way and it all comes down to appropriately marketing and advertising to the non ABDL customer base.
It is the same companies that get listed ever year and they always suck. You know what ever company pays them the most to get top spots will be listed. You know damn good and well they did not ask a single incontinent person... They are asking hospitals and nursing homes. They have to be!... because no incontinent person would ever say they choose to rely on McKesson to get them through life. No that is the cheap shit the government shoves down the throat of these poor people that cant afford to buy quality products and or refuses to educate them better products exist. Tranquility is normally the best one on these top diaper list although last year I seen Abena and wellness made the list not that they are anything special.. I have not read through the 2023 list yet because I know the people that write them knows nothing of the subject they speak of. It is sad because NorthShore, InControl, Dry 24/7 & Better Dry deserve to be on that list. I can personally understand why the leave out the ABDL companies. I doubt this community will be accepted anytime real soon.
Same reason they did not go into ABDL when trying to show the increase in Adult Diaper awareness. They feel it cast a negative impact on they industry. I am no AB or DL in the same manor as most here, but I know the big impact that ABDL companies made on the industry. If not for Bambino and a few others we would not have Mega max and all of these great diapers that was inspired to compete to the sales of.

TeddyBearCowboy said:
Have you ever wondered how big is the adult diaper market? I know here on ADISC we are a unique community of both those who need diapers due to incontinence, but also much of the community here wears diapers out of interest, enjoyment, and for reasons not easily understood.

But I was doing a bit of research on this and I came across a very interesting report about adult diapers market size, share, and trends.

I imagine many of you might find this an interesting read.

https://www.grandviewresearch.com/industry-analysis/adult-diapers-market

For those of you who take the time to look at this, did you notice anything of specific interest? I found the fact that an annual growth rate of 12.7% is a pretty big deal. (I think I am going to contact my stock broker tomorrow about some new investments).
I have read other articles o this the last few years about the growing industry of Adult Diapers. It is no surprise that more folks are incontinent than ever before. Hell we have more obese and un health people than ever before. The you have all the Baby Boomers from the 40's and early 50's retired living out the last of their days. Asia it is so huge of a market, They say more adults are in diapers than Children in Japan. I even read a article a few years back that talked about them burning used diapers to make electricity because they had so much diaper waste. Then so many folks that do have a open mind to the fact that they can be used to make many jobs more productive like listed. I really wish Depends would do a heavy duty extended wear diaper based on the old green vintage overnights but even way more absorbent. They are large enough industry they could really push the prices of extended wear diapers down but also increase awareness against the stigma by a lot too. I mean just think how many people just refer to the adult diaper as a depends? Like saying vice-grips instead of locking plyers. Either way as a incontinent user pretty much for life I do feel it it is far less taboo now than ever before. Some of that might be because I grew up a it but I do feel people are finally starting to see it as a real medical issue that it is. It is just too bad even us incontinent folk we still are the butt of a joke to so many.
 
Diaperman95 said:
It is the same companies that get listed ever year and they always suck. You know what ever company pays them the most to get top spots will be listed. You know damn good and well they did not ask a single incontinent person... They are asking hospitals and nursing homes. They have to be!... because no incontinent person would ever say they choose to rely on McKesson to get them through life. No that is the cheap shit the government shoves down the throat of these poor people that cant afford to buy quality products and or refuses to educate them better products exist. Tranquility is normally the best one on these top diaper list although last year I seen Abena and wellness made the list not that they are anything special.. I have not read through the 2023 list yet because I know the people that write them knows nothing of the subject they speak of. It is sad because NorthShore, InControl, Dry 24/7 & Better Dry deserve to be on that list. I can personally understand why the leave out the ABDL companies. I doubt this community will be accepted anytime real soon.
Same reason they did not go into ABDL when trying to show the increase in Adult Diaper awareness. They feel it cast a negative impact on they industry. I am no AB or DL in the same manor as most here, but I know the big impact that ABDL companies made on the industry. If not for Bambino and a few others we would not have Mega max and all of these great diapers that was inspired to compete to the sales of.
Thanks Diaperman95 for your post and thoughts.

While you have some really good points about the quality of diapers not getting the recognition, the research here and most other “market share” research is about volume of sales and percentage of market in terms of product sold.

I totally agree with you that there are much higher quality diapers than companies like Procter and Gamble, Kimberly Clark and so on make. But the truth is that these companies sell way more diapers than companies like Northshore, and brands like Dry 24/7, etc which are all superior in quality.

How many times have you walked into a a grocery store, Walmart, or even most pharmacies and seen anything but products from these mega-companies? Typically you need to go to a medical supply store or purchase these other products online. And while their growth and market share may be increasing, it is a slow process.

It is very difficult when because a company obtained such a high share of the market and their products lined store shelves that the very nature of the product took on the brand name as another term for it. You used the example of vice-grips. That is a good example, I could also point towards Xerox which became a term for making a copy. Similarly are brands which became “genericized” such as thermos, chapstick, frisbee, post it notes, Jell-O, and… even most people refer to looking something up on the internet give credit to Google by saying they “googled it” even though they are using Microsoft edge. And when you are sick and blow your nose, most of us use a Kleenex (another Kimberly-Clark product). So when a company has such market sales and advertisement that their product brand becomes the natural term for the product itself, it’s no wonder so many people depend on Depends!

So take heart, Diaperman95, I don’t think this is some evil 👿 thing going on where companies are paying for their brand to show up on top. Rather, they are big enough to pay for the advertising and promotion of their products to stores and hospitals — and also large enough to develop cost efficiencies to make less expensive products and distribution. While they likely could make much better products, the bottom line is profitability for their shareholders. So they make a product that may not function as well, but is inexpensive and is attractive to hospitals and insurance companies that try to keep their costs down and profits high. Even non-profit nursing homes that provide healthcare services will seek low cost products as they are operating many times on a shoestring just to keep things going.

However, in time, I think the information world will win out and as more reports about quality of adult diapers and their effectiveness become addressed, then you will see some of the market share change. So does word of mouth, as users of adult diapers share with others their satisfaction or dissatisfaction of the products.

But even then, cost will always be a factor. If you are on a limited budget, you likely aren’t going to buy a Lexus or Mercedes. Rather, you will likely purchase a Ford or a Hyundai. And for something that is a disposable product like a diaper, some folks (or their caregivers) simply overlook the poor performance and seek for a space between workable and what might break their budget.

And hence, I would ask, is it the government that is the cause why we are not all driving a Cadillac and instead driving something cheaper? No, it is simply the laws of supply and demand and companies that seek to capitalize on where the sweet spot is for maximum sales in meeting what the market is asking for. So I don’t think we can place the blame on Big Brother here.

Does that mean that folks who wear diapers (for whatever reason) wouldn’t prefer the better quality that is available? I would propose that is not the case —even as I would much rather prefer to be driving a new 2023 truck with all the bells and whistles, but my almost 25 year old truck still works sufficiently (though not as good) but it’s paid off and I’m not spending $500 or more a month for the better product.

Companies like Kimberly-Clark know this. Based on their extensive research, they have made decisions to offer to consumers what they are willing to pay for and then market their product extensively. It is all part of providing to folks what they are willing and can afford to buy. If the market showed that making a higher quality adult diaper and charging a premium price would be more in demand, I am certain these companies would be all over it. However, for now, quality diapers which come at a higher cost is unfortunately more of a niche than the general rule.



I was impressed that in the report I shared it did mention NorthShore in its Key Companies Recent Developments secretion. It states, “
  • In February 2021, NorthShore Care Supply, the premier brand of great absorbent adult diapers and continence supplies announced its launch in Canada. To enhance revenue, the company is constructing a factory in Canada and collaborating with salespeople such as Healthwick Canada and AgeComfort.”
So again, keep your chin up and hope for better products to eventually gain a higher market share and more commonplace and availability for the common people.

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Abdl products..
 

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Good information provided, thank you!

I have been following a smaller marketing group that I use for my personal market information (not free).
According to their studies, which follows the provided document here, the product group continues to grow, worldwide. For North America the current numbers are 1 in 3 adults use some form of urinary /bowel IC products and like the provided document, the AB/DL market is not included.

The underlining point is, government groups that have difficulties with single use plastic are setting themselves up for a large hard wall with the combination of two very active voting groups: Moms and Seniors.

Again, thank for the link.
 
Interesting that in 2018 the estimated consumption in 2022 was ~20bn and the actual consumption in 2022 was ~18.1bn. Newer forecasts are for a 7.8% growth in CAGR versus the 12.7% in the 2018 forecast.

Sad... I was hoping that by the time I turned 55 half the people in the bathroom would be in there changing rather than using the toilet. That way I wouldn't be so embarrassed trying to throw the darn things away. With the slower growth rate, I'll be retired before that happens.
 
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They are predicting that adult diapers sales will surpass baby diaper sales by 2026 in the US as the population ages. 1/3 the us population 90% woman have bladder control issues. However that said. I think they are including pads and pull-up as diapers in this prediction so I don't think we will see a one for one in tape style diapers any time soon
 
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HalMidLife said:
Very interesting.

This is a tangent, but just mentioning that my one concern about this trend, and I'm not trying to start (and I won't engage in) a political debate, is it gives those who are advocating to reduce single use plastics some ammo to work with. Here in Canada, where there is a limited ban on single use plastics, I've been truly concerned about when plastic backed adult diapers will appear on the chopping block given that there are "other options"...which I've tried, and really dislike. I admit that Incontrol makes a pretty decent "cloth backed" diaper, but I sure as heck wouldn't trade it for their Essential.

Point being, I could very easily see someone who has never had to wear a diaper advocate that "nobody needs to use plastic backed diapers when perfectly functional alternatives are available on the market".

A big part of my quality of life as a very active 49 year old depends (...sorry...) on using the most comfortable and best performing products I can get. It's those products that make an otherwise sucky medical condition as manageable as possible.
Ok, so here is the con. Cloth backed is not actually cloth, it's a woven man-made fibre, so just as bad as plastic!
 
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Diaperman95 said:
It is the same companies that get listed ever year and they always suck. You know what ever company pays them the most to get top spots will be listed. You know damn good and well they did not ask a single incontinent person... They are asking hospitals and nursing homes. They have to be!... because no incontinent person would ever say they choose to rely on McKesson to get them through life. No that is the cheap shit the government shoves down the throat of these poor people that cant afford to buy quality products and or refuses to educate them better products exist. Tranquility is normally the best one on these top diaper list although last year I seen Abena and wellness made the list not that they are anything special.. I have not read through the 2023 list yet because I know the people that write them knows nothing of the subject they speak of. It is sad because NorthShore, InControl, Dry 24/7 & Better Dry deserve to be on that list. I can personally understand why the leave out the ABDL companies. I doubt this community will be accepted anytime real soon.
Same reason they did not go into ABDL when trying to show the increase in Adult Diaper awareness. They feel it cast a negative impact on they industry. I am no AB or DL in the same manor as most here, but I know the big impact that ABDL companies made on the industry. If not for Bambino and a few others we would not have Mega max and all of these great diapers that was inspired to compete to the sales of.


I have read other articles o this the last few years about the growing industry of Adult Diapers. It is no surprise that more folks are incontinent than ever before. Hell we have more obese and un health people than ever before. The you have all the Baby Boomers from the 40's and early 50's retired living out the last of their days. Asia it is so huge of a market, They say more adults are in diapers than Children in Japan. I even read a article a few years back that talked about them burning used diapers to make electricity because they had so much diaper waste. Then so many folks that do have a open mind to the fact that they can be used to make many jobs more productive like listed. I really wish Depends would do a heavy duty extended wear diaper based on the old green vintage overnights but even way more absorbent. They are large enough industry they could really push the prices of extended wear diapers down but also increase awareness against the stigma by a lot too. I mean just think how many people just refer to the adult diaper as a depends? Like saying vice-grips instead of locking plyers. Either way as a incontinent user pretty much for life I do feel it it is far less taboo now than ever before. Some of that might be because I grew up a it but I do feel people are finally starting to see it as a real medical issue that it is. It is just too bad even us incontinent folk we still are the butt of a joke to so many.
I don't think more people are incontinent, but as products get better and stigma decreases, more people are choosing protection over dealing with wet underwear/clothes periodically. For women, they have also had the option of using sanitary products for lighter leakage for years. Many didn't even know there were other options. It's all marketing.
 
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