It's reported that by 2021, the adult diaper market in the United States is about to surpass that of baby diapers. At least one-third of Americans will need adult diapers due to pregnancy, childbirth, diabetes, obesity, and other reasons.
According to a Bloomberg report, the sales of adult incontinence products are expected to increase by 48% in the next 4 years, while the sales of baby diapers only rise by 2.6%, lagging behind adult diapers. The reflection of this data is the recent changes in corporate marketing activities, such as Kimberly-Clark and Procter & Gamble.
Today, thanks to the transformation of mainstream diaper brand marketing activities, it is expected to see a surge in popularity of adult diapers among young consumers who want to get rid of sanitary napkins and choose fashionable diapers.
In the past 5 years, the gray-haired elders in adult diaper campaigns have been replaced by 40 to 50-year-old stars. As the faces of young people appear in marketing campaigns, brands are working together to attract consumers to buy new products that are traditionally considered to be used by incontinent elderly people.
However, the elderly are still the target group that the adult diaper industry pays attention to.
Research & Markets' global adult diaper market report pointed out that the increase in average life expectancy and the decline in birth rate have caused the adult diaper market to grow faster than baby diapers.
The report of the agency in January 2016 emphasized that the elderly are more susceptible to diseases or the environment, causing urinary incontinence, so the extension of life span means that the demand for such products will increase sharply.