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.
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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