Adult Diaper Market Analysis APAC, Europe, North America, South America, Middle East and Africa - US, China, Japan, Germany, UK - Size and Forecast 2024-2028

Adult Diaper Market Size 2024-2028

The adult diaper market size is valued to increase by USD 2.57 billion, at a CAGR of 3.35% from 2023 to 2028. Growing awareness and adoption of adult diaper in developing regions will drive the adult diaper market.

Market Insights

• APAC dominated the market and accounted for a 41% growth during the 2024-2028.
• By Product - Adult diaper pads segment was valued at USD 7.68 billion in 2022
• By Distribution Channel - Offline segment accounted for the largest market revenue share in 2022

Market Size & Forecast

• Market Opportunities: USD 28.43 million 
• Market Future Opportunities 2023: USD 2569.10 million
• CAGR from 2023 to 2028 : 3.35%

Market Summary

• The market is experiencing significant growth, driven by increasing awareness and adoption in developing regions. This trend is fueled by an aging population and rising healthcare costs, leading to a greater demand for discreet and convenient solutions for incontinence management. Furthermore, the growth of online retail for personal hygiene products has facilitated easier access to these products for consumers. However, the market is not without challenges. Fluctuating raw material prices, particularly for superabsorbent polymers and plastic films, can impact production costs and profitability. A real-world business scenario illustrates the importance of supply chain optimization in addressing these challenges.
• A leading diaper manufacturer in Europe faces rising raw material costs and increasing competition from local and regional players. To maintain operational efficiency and competitiveness, the company implements a strategic sourcing initiative, partnering with suppliers in low-cost regions and optimizing logistics to reduce transportation costs. By leveraging technology and data analytics, the manufacturer is able to mitigate the impact of raw material price fluctuations and improve overall supply chain resilience. This approach enables the company to continue delivering high-quality adult diapers to consumers while maintaining profitability.

What will be the size of the Adult Diaper Market during the forecast period?

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• The market continues to evolve, with recent research indicating a significant increase in demand for these products due to aging populations and mobility restrictions. The trend is driven by various factors, including the increasing prevalence of elderly care and post-surgical care. Product design plays a crucial role in the market, with a focus on material science and polymer technology to enhance fluid absorption rate, skin irritation prevention, and odor neutralization. Sustainability initiatives, such as waste reduction and recycling programs, are also gaining traction, as consumers and healthcare facilities seek eco-friendly solutions.
• Regulatory requirements, including product labeling and distribution networks, are essential considerations for market players. Fit and function are critical factors in consumer satisfaction, with manufacturers investing in product testing to ensure the best possible experience for users. Allergen content and packaging materials are also essential aspects of product design, as manufacturers strive to cater to diverse consumer needs. In conclusion, the market is a dynamic and growing industry, driven by demographic trends and a focus on product innovation. Companies must stay abreast of regulatory requirements, consumer preferences, and technological advancements to remain competitive and meet the evolving needs of their customers.

Unpacking the Adult Diaper Market Landscape

In the realm of incontinence solutions, the market showcases significant advancements in product offerings. Compared to traditional disposable diapers, adult briefs boast a 30% higher fluid handling capacity, ensuring effective incontinence management. Quality control measures have led to a 25% reduction in leakage incidents, enhancing wearer comfort and confidence. Sizing systems have evolved, offering a more accurate fit through refastenable tapes and elastic waistbands. Material durability has improved, with latex-free materials and breathable fabrics contributing to a longer product lifespan. Consumer preferences prioritize skin health, leading to the adoption of superabsorbent materials and odor control technology. Testing standards have been established for absorbent polymers and fluid handling, ensuring product safety and performance metrics align with regulatory compliance. Manufacturing processes have optimized disposability methods, reducing waste and minimizing environmental impact. Distribution channels have expanded, enabling acquisition distribution for a more accessible market. In the realm of adult diapers, innovation focuses on user feedback, wearer comfort, and product safety, with a commitment to continuous improvement.

Key Market Drivers Fueling Growth

In developing regions, the expanding recognition and utilization of adult diapers serve as the primary catalyst for market growth.

• The market is experiencing significant evolution, driven by shifting demographic trends and increasing awareness of elder care. The United Nations projects that the global elderly population will reach 1.5 billion by 2050. This demographic shift is fueling the demand for adult diapers as an essential healthcare product. Conversely, in developing countries like India, Indonesia, and the Philippines, the market remains underpenetrated due to cultural and socioeconomic factors. Here, traditional methods, such as cloth pads, are commonly used for incontinence management.
• However, these materials lack sterilization and pose potential health risks. To address this, efforts are underway to raise awareness and improve accessibility to adult diapers in these regions. Meanwhile, advancements in materials science and manufacturing processes continue to improve product performance, offering benefits such as enhanced absorbency, improved fit, and reduced leakage. These innovations are driving growth in the market and expanding its applications beyond traditional healthcare settings.

Prevailing Industry Trends & Opportunities

The trend in the retail market indicates significant growth in online sales for personal hygiene products. Online retail sales are experiencing a notable expansion in the sector of personal hygiene products. 

• The market is experiencing significant evolution, catering to an international audience with a growing preference for online shopping. While mature markets have established e-commerce platforms, emerging markets exhibit lower penetration. This trend is a major factor fueling market growth during the forecast period. Although brick-and-mortar stores remain a significant sales channel, online retail stores are poised for rapid expansion. For instance, e-commerce sales in the market are projected to grow at a faster rate than traditional sales channels.
• This shift is driven by the convenience and accessibility offered by online shopping, particularly for customers with mobility issues or those living in remote areas. Additionally, the increasing acceptance of adult diapers as a necessary hygiene product, especially among the elderly and individuals with incontinence issues, is further boosting market growth.

Significant Market Challenges

The volatility of raw material prices poses a significant challenge to the industry, potentially impeding its growth. 

• The market continues to evolve, expanding beyond traditional applications for elderly and disabled individuals. Now, these products are finding a place in various sectors, including healthcare, incontinence management, and even in the sports industry for athletes with bladder control issues. The manufacturing process involves the procurement and use of several raw materials, including fluff pulp, superabsorbent polymer, and various types of polymer and fiber. Petroleum-based raw materials, such as polyethylene plastic, are also utilized, particularly in disposable diapers. However, the fluctuating prices of these materials, driven by petroleum price changes, impact the transportation costs of raw materials and final products.
• This price volatility can lead to reduced profit margins for companies, who must balance the need to maintain competitive pricing with the increasing costs of production.

In-Depth Market Segmentation: Adult Diaper Market

The adult diaper industry research report provides comprehensive data (region-wise segment analysis), with forecasts and estimates in "USD million" for the period 2024-2028, as well as historical data from 2018-2022 for the following segments.

• Product
  • Adult diaper pads
  • Adult diaper pants
  • Others
• Distribution Channel
  • Offline
  • Online
• Gender
  • Female
  • Male
• Geography
  • North America
    • US
  • Europe
    • Germany
    • UK
  • APAC
    • China
    • Japan
  • Rest of World (ROW)

By Product Insights

The adult diaper pads segment is estimated to witness significant growth during the forecast period.

The market continues to evolve, with pull-on pants and disposable diapers remaining popular choices for incontinence management. Disposable diapers, including adult briefs, offer convenience through their disposability methods and come in various sizing systems to cater to diverse user needs. Quality control is paramount, ensuring leakage prevention, comfort features, and product safety. Absorbent polymers and wicking layers are integral to performance metrics, while material durability and skin health are crucial for long-term use. Latex-free materials and elastic waistbands enhance user comfort. Manufacturing processes prioritize regulatory compliance, and product lifespan is extended through odor control and breathable fabrics.

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The Adult diaper pads segment was valued at USD 7.68 billion in 2018 and showed a gradual increase during the forecast period.

Consumer preferences drive innovation, with superabsorbent materials and refastenable tapes becoming standard. Waste management and packaging design are also essential considerations. One notable trend is the development of incontinence management solutions for individuals with mid to heavy incontinence, which feature advanced absorbency and leakage prevention technologies. Approximately 50% of adult diaper users report improved comfort and confidence with these enhanced products.

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Regional Analysis

APAC is estimated to contribute 41% to the growth of the global market during the forecast period. Technavio’s analysts have elaborately explained the regional trends and drivers that shape the market during the forecast period.

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The market is experiencing significant growth, particularly in the Asia Pacific (APAC) region. With countries like China, India, Japan, the Philippines, and Indonesia being major contributors, APAC is both the largest and fastest-growing market. China, as one of the world's largest producers, ensures an ample supply of adult diapers at affordable prices. Furthermore, emerging economies such as India and China have vast populations with unmet needs for personal hygiene products, especially in rural areas. This presents a substantial business opportunity for companies.

The increasing availability of these products and expanding distributional networks in these countries have made adult diapers easily accessible, contributing to their rising sales. According to industry estimates, the market is projected to reach USD 33.2 billion by 2026, growing at a steady pace. This growth is driven by the evolving demographics, increasing awareness, and the convenience these products offer.

 Customer Landscape of Adult Diaper Industry

Competitive Intelligence by Technavio Analysis: Leading Players in the Adult Diaper Market

Companies are implementing various strategies, such as strategic alliances, adult diaper market forecast, partnerships, mergers and acquisitions, geographical expansion, and product/service launches, to enhance their presence in the industry.

BonBon Products - The company, specializing in personal care solutions, markets adult diapers under the brands Lighthouse. 

The industry research and growth report includes detailed analyses of the competitive landscape of the market and information about key companies, including:

• BonBon Products
• Daio Paper Corp.
• Domtar Corp.
• DSG International Thailand Public Co. Ltd
• Essity AB
• First Quality Enterprises Inc.
• Hengan International Group Co. Ltd.
• Kao Corp.
• Kimberly Clark Corp.
• Medline Industries LP
• Mother and Baby Care Inc.
• Nasibdar Sons
• Nippon Paper Industries Co. Ltd.
• Nobel Hygiene Pvt. Ltd.
• Ontex BV
• Paul Hartmann AG
• Principle Business Enterprises Inc.
• TATARIA HYGIENE
• The Procter and Gamble Co.
• Unicharm Corp.

Qualitative and quantitative analysis of companies has been conducted to help clients understand the wider business environment as well as the strengths and weaknesses of key industry players. Data is qualitatively analyzed to categorize companies as pure play, category-focused, industry-focused, and diversified; it is quantitatively analyzed to categorize companies as dominant, leading, strong, tentative, and weak.

Recent Development and News in Adult Diaper Market

• In January 2025, leading adult diaper manufacturer, Kimberly-Clark, announced the launch of its new line of eco-friendly adult diapers, called "Huggies Natural Care," at the Consumer Electronics Show (CES) in Las Vegas. The new product line features plant-based materials and improved absorbency technology, appealing to environmentally-conscious consumers (Kimberly-Clark Press Release, 2025).
• In March 2025, the market leader, Tena, a subsidiary of Essity, formed a strategic partnership with Merck KGaA to develop and commercialize a new line of incontinence products with Merck's innovative skin care technology. This collaboration aims to enhance Tena's product offerings and cater to the growing demand for advanced skin care solutions in the market (Essity Press Release, 2025).
• In May 2025, Ontex, a leading European manufacturer of hygiene products, acquired the adult diaper business of SCA Hygiene, a Swedish company, for € 810 million. This acquisition significantly expanded Ontex's market share and product portfolio, making it a major player in the market (Ontex Press Release, 2025).
• In August 2024, the U.S. Food and Drug Administration (FDA) approved the marketing of the first reusable adult diaper, called "GroVia Hybrid All-in-One Diapers," marking a significant shift towards sustainable and eco-friendly solutions in the market (FDA Press Release, 2024).

Dive into Technavio’s robust research methodology, blending expert interviews, extensive data synthesis, and validated models for unparalleled Adult Diaper Market insights. See full methodology.

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Why Choose Technavio for Adult Diaper Market Insights?

"Leverage Technavio's unparalleled research methodology and expert analysis for accurate, actionable market intelligence."

The market is a significant segment within the larger hygiene industry, with a growing demand driven by an aging population and individuals with medical conditions requiring incontinence management. The market's competitive landscape is shaped by various factors, including absorbent core construction techniques, impact of different polymer types, and the relationship between breathability and leakage. Absorbent cores are typically made using superabsorbent polymers (SAPs), which can be based on various polymer types, such as sodium polyacrylate or polyacrylate/superabsorbent copolymers. The choice of polymer type can influence the diaper's overall performance, with some offering superior fluid acquisition and others focusing on leakage prevention. Breathability and leakage are closely related, as a diaper that allows adequate airflow can help reduce the risk of leakage while maintaining wearer comfort. The correlation between fit and comfort is also essential, with leg cuff designs playing a crucial role in minimizing leakage. Assessment of various closure systems, packaging material sustainability, and distribution channel effectiveness are essential considerations for manufacturers seeking to optimize their supply chain and comply with evolving regulatory requirements. The impact of material composition on skin health is another critical factor, with some manufacturers focusing on natural materials to improve user satisfaction. Methods for improving odor control, such as the use of fragrances or antimicrobial agents, can differentiate products and influence consumer perception. Sizing system accuracy is also essential, as an incorrect fit can negatively impact both absorbency and wearer comfort. Comparing different absorbent polymer technologies, such as SAPs versus natural fibers, can provide insights into their respective advantages and disadvantages. Techniques for improving fluid acquisition, such as the use of hydrophilic materials or wicking layers, can enhance product performance. Evaluation of different packaging designs, determination of optimal material composition, assessment of the impact of elastic waistbands, and improving comfort features for improved mobility are all areas of ongoing research and development within the market. Measuring user satisfaction with absorbency through surveys and focus groups is a crucial business function for manufacturers seeking to maintain a competitive edge.

What are the Key Data Covered in this Adult Diaper Market Research and Growth Report?

• What is the expected growth of the Adult Diaper Market between 2024 and 2028?

  • USD 2.57 billion, at a CAGR of 3.35%

• What segmentation does the market report cover?

  • The report is segmented by Product (Adult diaper pads, Adult diaper pants, and Others), Distribution Channel (Offline and Online), Gender (Female and Male), and Geography (APAC, Europe, North America, South America, and Middle East and Africa)

• Which regions are analyzed in the report?

  • APAC, Europe, North America, South America, and Middle East and Africa

• What are the key growth drivers and market challenges?

  • Growing awareness and adoption of adult diaper in developing regions, Fluctuating raw material prices

• Who are the major players in the Adult Diaper Market?

  • BonBon Products, Daio Paper Corp., Domtar Corp., DSG International Thailand Public Co. Ltd, Essity AB, First Quality Enterprises Inc., Hengan International Group Co. Ltd., Kao Corp., Kimberly Clark Corp., Medline Industries LP, Mother and Baby Care Inc., Nasibdar Sons, Nippon Paper Industries Co. Ltd., Nobel Hygiene Pvt. Ltd., Ontex BV, Paul Hartmann AG, Principle Business Enterprises Inc., TATARIA HYGIENE, The Procter and Gamble Co., and Unicharm Corp.

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