Global Adult Diaper Market - Growth, Trends, Covid-19 Impact and Forecasts (2022 - 2027)

The Global Adult Diaper Market is Segmented by End User (Men, Women, and Unisex), Distribution Channel (Supermarkets/Hypermarkets, Convenience Stores, Health Stores/Pharmacies, Online Stores, and Other Distribution Channels), Geography. The report offers market size and forecasts for the adult diapers market in value (USD million) for all the above segments.

Market Snapshot

Global Adult Diaper Market Summary
Study Period: 2016 - 2026
Base Year: 2021
Fastest Growing Market: Asia Pacific
Largest Market: Asia Pacific
CAGR: 8.9 %

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Market Overview

The adult diaper market was valued at USD 9,792.67 million in 2020, and it is projected to witness a CAGR of 8.90% during the forecast period (2021-2026).

The ongoing COVID-19 pandemic has increased the awareness among the consumers for the usage of disposable hygiene products, including adult diapers as a precautionary measure, driven by COVID-19 fears and emergency mandates to reduce and stop the spread of communicable diseases as hospitals are inaccessible, coupled with the growing demand for health and wellness products worldwide; this is a key factor that is anticipated to drive the growth of the market studied. Further, COVID-19 has also resulted in a generation of opportunities for many private players to emerge in the markets to cater to the inflated demand. Moreover, COVID-19 has led to a major consumer shift, as customers are no more brand loyal in developing countries and are trying new brands in the low-stock environment.

For instance, Nobel Hygiene, which manufactures the Friends brand of adult diapers, witnessed double-digit growth starting March 2020. The company created volunteer groups to deliver diapers to consumers' doorsteps.

The growing geriatric population increased the affordability of diapers, the rise in individuals suffering from severe incontinence, and increasing awareness towards improving hygiene conditions are among the primary growth factors for the market. The increase of the adult diapers market size is also likely to be positively impacted by the growth in online retail for personal hygiene products. The success of online retailing can be attributed to increased customer outreach, inventory management cost-cutting, and improved product visibility.

Scope of the Report

An adult diaper is a diaper made to be worn by a person with a body larger than that of an infant or toddler. Diapers can be necessary for adults with various conditions, such as incontinence, mobility impairment, severe diarrhea, or dementia. The adult diaper market has been segmented by gender, distribution channel, and geography. By end user, the market has been segmented into men, women, and unisex. By distribution channel, the market has been segmented into supermarket/hypermarket, convenience stores, pharmacies/health stores, online stores, and other distribution channels. For each segment, the market sizing and forecasts have been done on the basis of value (USD million).

By End User
By Distribution Channel
Convenience Stores
Specialty Stores
Drug Stores/Pharmacies
Other Distribution Channels
North America
United States
Rest of North America
United Kingdom
Rest of Europe
Rest of Asia-Pacific
South America
Rest of South America
Middle-East and Africa
South Africa
Saudi Arabia
Rest of Middle-East and Africa

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Key Market Trends

Increasing Penetration of E-commerce Channel

In terms of distribution channels, e-commerce is anticipated to be the most significant contributor to the increasing consumption due to the increased probability of incontinence among them. In developing economies, key players are taking initiatives to spread awareness and dignify the market with the help of advertisements and promotion campaigns that are helping to increase the acceptance of the adult diaper among the aged population. For instance, in 2017, Friends Adult Diapers, based in India, launched its first ad campaign to spread awareness about adult diapers, which can bring about a life-altering change in lives.

As per reports published by the US Census Bureau, in 2017, the value of e-commerce sales of pharmaceuticals and beauty aids was USD 35.7 billion, up from 31.4 USD billion in 2016. Therefore, this increase in the online platform is expected to contribute toward the increasing demand for adult diapers further during the forecast period.

Adult Diaper Market1

Asia-Pacific Remains the Fastest-growing Market

North America is likely to witness significant market share over the forecast period due to the growing acceptance of adult diaper use among the aged population in countries like the United States and Canada. In developing economies, some consumers who are traveling prefer diapers over public toilets, owing to the poor conditions of toilets in the countries. Europe region is witnessing the fastest regional markets growth and is expected to remain the same over the forecast period. In Europe, adult diapers are supposed to overtake the baby diapers market, owing to the increasing aged population across the region, especially in countries like Germany, Italy, Greece, France, etc. In the Asia-Pacific region, Japan is expected to witness significant demand for adult diapers as more than 26.3% of the population is over 65 years oil in the country. The majority of new entrants in the market are focusing on expanding their business in emerging economies, especially in the Asia-Pacific and South American regions.

Global Adult Diaper Market1

Competitive Landscape

The global adult diaper market witnesses high competition due to the presence of a considerable number of regional and global players. An advanced distribution network gives an upper edge to the manufacturers to expand their range of products across the globe. Moreover, it is crucial for players to continuously innovate to operate and grow in the market due to the rapidly changing consumer demands and preferences. Unicharm Corporation, First Quality Enterprises Inc., Kimberly-Clark Corporation, and Attends Healthcare Products Inc. are some of the major players offering adult diapers across the world.

Recent Developments

In September 2017, Procter & Gamble’s Always Discreet brand introduced Always Discreet Boutique, a new bladder leak underwear with real underwear's look, feel, and fit.

In October 2018, Unicharm Corporation’s Vietnamese subsidiary, Diana, introduced new and improved products within its baby and adult care businesses in the country. Dual antibacterial technology combines nanoparticle technology with Benzalkonium solution to inhibit the growth of bacteria, reduce the incidence of ulcerative colitis and the risk of skin diseases for bedridden patients. In addition, to address odor issues for patients dealing with incontinence, the company added aromatic benefits extracted from 11 natural herbs to the diapers.

In May 2019, Domtar Corporation, under its personal care range, launched Attends® Premier, the most absorbent and softest product ever produced by Attends® brands (Adult diaper brand). It is a product line of briefs, underwear, and a premium underpad launched in the North American Healthcare market both in-store and online.

In September 2020, Ontex group re-launched its incontinence pants range, iD incontinence pants. The top sheet of the product is upgraded with a mix of camomile, recognized for its soothing properties, Vitamin E with antioxidant properties, and zinc oxide, a natural purifying mineral component, assist in protecting the skin.

In January 2021, Kao Corporation and Kyoto University partnered to start verification testing for a Used Disposable Diaper Carbonization Recycling System in collaboration with Saijo City, Japan, where Kao Sanitary Products Ehime is located. Through field testing, Kao and Kyoto University aim to contribute to easing the burden on the environment by reducing CO2 emissions through the conversion of used disposable diapers into carbon material.

Table of Contents


    1. 1.1 Study Assumptions and Market Definition

    2. 1.2 Scope of the Study




    1. 4.1 Market Drivers

    2. 4.2 Market Restraints

    3. 4.3 Porter's Five Forces Analysis

      1. 4.3.1 Threat of New Entrants

      2. 4.3.2 Bargaining Power of Buyers/Consumers

      3. 4.3.3 Bargaining Power of Suppliers

      4. 4.3.4 Threat of Substitute Products

      5. 4.3.5 Intensity of Competitive Rivalry


    1. 5.1 By End User

      1. 5.1.1 Men

      2. 5.1.2 Women

      3. 5.1.3 Unisex

    2. 5.2 By Distribution Channel

      1. 5.2.1 Hypermarkets/Supermarket

      2. 5.2.2 Convenience Stores

      3. 5.2.3 Specialty Stores

      4. 5.2.4 Drug Stores/Pharmacies

      5. 5.2.5 Other Distribution Channels

    3. 5.3 Geography

      1. 5.3.1 North America

        1. United States

        2. Canada

        3. Mexico

        4. Rest of North America

      2. 5.3.2 Europe

        1. Germany

        2. United Kingdom

        3. Italy

        4. Spain

        5. France

        6. Russia

        7. Rest of Europe

      3. 5.3.3 Asia-Pacific

        1. China

        2. Japan

        3. India

        4. Australia

        5. Rest of Asia-Pacific

      4. 5.3.4 South America

        1. Brazil

        2. Argentina

        3. Rest of South America

      5. 5.3.5 Middle-East and Africa

        1. South Africa

        2. Saudi Arabia

        3. Rest of Middle-East and Africa


    1. 6.1 Most Active Companies

    2. 6.2 Most Adopted Strategies

    3. 6.3 Market Share Analysis

    4. 6.4 Company Profiles

      1. 6.4.1 First Quality Enterprises Inc.

      2. 6.4.2 Kimberly-Clark Corporation

      3. 6.4.3 Attends Healthcare Products Inc.

      4. 6.4.4 Procter & Gamble

      5. 6.4.5 Unicharm Corporation

      6. 6.4.6 Medtronic.

      7. 6.4.7 Fubao Industrial Co. Ltd

      8. 6.4.8 Hartmann USA Inc.

      9. 6.4.9 Ontex

      10. 6.4.10 Nestle

    5. *List Not Exhaustive


**Subject to Availability

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Frequently Asked Questions

The Global Adult Diaper Market market is studied from 2016 - 2026.

The Global Adult Diaper Market is growing at a CAGR of 8.9% over the next 5 years.

Asia Pacific is growing at the highest CAGR over 2021- 2026.

Asia Pacific holds highest share in 2020.

First Quality Enterprises, Inc., Kimberly-Clark Corporation, Attends Healthcare Products, Inc., Procter & Gamble, Unicharm Corporation are the major companies operating in Global Adult Diaper Market.

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