It’s been a decade since news reports started circulating that Japan’s adult diaper sales were outpacing its baby diapers sales due to the increasing size of the aging population. Since then, at least one major diaper maker (Daio) has announced it has ceased baby diaper production in Japan and other have increased their effforts in the adult care segment.

Meanwhile, in the rest of the world, adult diaper sales are also increasing more quickly than the baby care market, albeit from a lower base. According to Euromonitor, adult incontinence is projected to grow 5.5% for the next several years and already manufacturers are taking notice with new line investments, product innovations and more. It is safe to say that this market is not you grandmother’s (or grandfather’s market)!

Their market was one shrouded in sigma, discussed in hushed tones or avoided altogether—not one that was talked about and even promoted. However, as the global population ages and consumer demand shifts toward more comfortable and discreet solutions, the adult incontinence market is undergoing a major transformation. This once-overlooked industry is now a booming sector with innovations in design, sustainability and consumer inclusivity, reshaping how we view and address incontinence care.

This reversal of how society treats…and manages…incontinence could actually have more of an impact on the marketgrowth than the increasing size of the aging population. This month Adam Greenberg, the president of Chicago-based NorthShore Care Supply, told associate editor Tara Olivo that stigmas surrounding incontinence are keeping two-thirds of potential customers from buying the correct product to manage their issues meaning that for every correct product purchased, two are not being purchased. NorthShore is working to solve this problem by making adult diapers part of the normal conversation and reducing the use of euphemisms. More recently, the company has launched a highway billboard campaign to educate more than 100,000 drivers every day.

Manufacturers have responded to changing consumer needs by investing in research and development to create more advanced products. This has led to the creation of sleek, absorbent and discreet options that are replacing traditional bulky and uncomfortable designs. From established companies like Kimberly-Clark and Ontex to newcomers like Attn: Grace or Because, these manufacturers are combining product innovation and more modern marketing messages to encourage incontinence sufferers to choose the right product to fit their condition.

It seems the future may be bright for adult incontinence.

Karen McIntyre
Editor
[email protected]