Adult Diaper Market Size and Share Outlook - Forecast Trends and Growth Analysis Report (2025-2034)

Adult diaper market size reached around USD 17.65 Billion in 2024. The market is projected to grow at a CAGR of 7.20 % between 2025 and 2034 to reach nearly USD 35.37 Billion by 2034. Europe has emerged as the dominant region in the global market.

The market observes huge growth in popularity because of the increasing cases of incontinence, particularly among the elderly. The aging population, which is growing around the world, offers a significant growth opportunity for companies in the adult diapers industry. The geriatric population is expected to reach approximately 1.4 billion elderly people worldwide; the United Nations estimates that this figure will rise. According to the Global Forum on Incontinence, more than 423 million people worldwide had incontinence in 2018. With the rising demand in this sector, the adult diapers segment is placing importance on developing new solutions that meet the market's desired performance, as well as comfort. This sector remains an exciting growth opportunity given the changes in society demographics.

The adult diaper sector is a thriving market, that is driven by the increased demand for incontinence absorbent products. Brands like TENA, Poise, Always Discreet, and Sure Care have grown successful as they prioritize discretion, comfort, and confidence. Incontinence undergarments aim to balance practicality and skin-friendliness, with game changers like Essity’s ConfioAir Breathable Technology that helps in fluid management while allowing the skin to breathe. The social stigma attached to incontinence absorbents products is decreasing. Research and development activities have been directed toward developing the functionality of older adult diapers, focusing on absorbency and skin friendliness; the ongoing efforts have resulted in a wide variety of adult diapers on the market with improved and simple features. The production side of the industry is growing as well, with manufacturers creating a range of styles, including briefs and underpants, to serve consumers' diverse needs. The market for adult diapers is witnessing sustained growth with the elderly population worldwide as well as with growing innovation in designing adult diapers for high effectiveness and discretion in incontinence management.

Moreover, the market witnesses an increasing number of manufacturers creating targeted products with the male and female anatomy in mind. Essity, TENA Men, for example, has specially incontinence undergarments targeted at male shoppers. Market trends such as the development of smart diapers are increasingly gaining popularity. These undergarments are equipped with sensors, allowing for real-time monitoring and assisting users with overflow prevention and accidental leakages. This increasing demand for complex services is a change toward individualized, efficient incontinence handling. With an increasing number of consumers looking for discreet and reliable products, the adult diaper market is booming with a focus on comfort, protection, and convenience.

MARKET DRIVERS

Introduction of Innovative Products to Drive Market Growth

One of the key factors expected to drive the growth of the adult diaper market is the launch of innovative new products. Innovative and beneficial products with features like high absorbency, odor control, and skin-friendly materials attract increasing number of consumers. KimberlyClark has developed new incontinence undergarment products such as the Poise UltraThin Active Collection, customizable for standard comfort, and discretion. The introduction of pads and liners to absorbent incontinence products creates an easy and convenient option for elderly consumers. Emerging technologies such as sensors are introduced with smart diapers, which are transforming the industry by making it possible to avoid accidental overflow and prevent discomfort. These innovations not only improve product usability but also cater to the increasing demand for reliable incontinence solutions. The adult diaper market growth is further boosted by rising investments from companies in research activities.

Growing Elderly Population to Fuel the Market

Growth of the geriatric population is one of the significant factors aiding to the growth of global adult diaper market. According to industry forecasts, 23% of the US population will be 65 years or older by 2050. Similarly, in Canada, 18.9% of the overall population was 65 or older in 2024. This group is more prone to incontinence issues, such as urine and fecal incontinence, necessitating the use of adult diapers on a constant basis. With the aging population, the demand for incontinence undergarments and disposable diapers is on the rise. According to the World Health Organization (WHO), incontinence problems are common among the elderly and in turn lead to a greater demand for effective solutions. Incontinence undergarments are a critical component in enhancing the quality of life of elderly people particularly those who need elderly care services. The increasing demand for reliable, comfortable and discreet products is driving the growth of the incontinence product market.

SEGMENTATION

By Product Type Analysis

Increasing Need for Specially Designed Nightwear to Boost the Underwear and Briefs Segment

There are different product types available in the adult diaper market, which can be further categorized based on consumer needs and preference. Underwear & briefs hold the highest market share due to their convenience, comfort, and discretion. These products are specifically designed for those who experience moderate to heavy incontinence and therefore need a close fit that will not leak during normal daily activities. They are most commonly used by the elderly and those with long-term incontinence needs.

A major segment that is a more inconspicuous solution for those suffering from light to moderate incontinence is pads and guards. These products can be worn underneath standard underwear and are flexible and comfortable, making them a great option for anyone who needs protection without the bulkiness of full briefs. Drip collectors & bed protectors are gaining traction in opportunity for overnight protection. They are used to protect the bed and furniture in case of any leaks, allowing for a good night's sleep while also promoting hygiene. As a result, the demand for these products is increasing, which indicates a growing acceptance and awareness of incontinence prevention products particularly among the elderly.

By Gender Analysis

Female Segment to Register the Highest CAGR.

Male incontinence products are created specifically to fit the male anatomy, featuring a more tailored solution for light to moderate incontinence. TENA Men and similar brands specialize in discreet, comfortable, and absorbent solutions, including special pads, guards, and briefs that offer security and confidence.

In contrast, women’s incontinence products frequently come in a broader range of styles including ultra-thin pads, briefs, and liners that are designed to be more feminine and meet women’s unique needs. Whether consumers require light or heavy incontinence solutions, these products provide high absorbency, odor control, and skin-friendliness, all to guarantee comfort. Gender-specific adult diapers offer the best fit, comfort, and functionality. As awareness continues to be raised about incontinence problems, male and female demographics are increasingly gravitating towards these tailored solutions.

By Distribution Channel Analysis

Rise of E-commerce to Render Fast Growth of the Online Channels Segment.

Various business sectors play key roles in the distribution of adult diapers based on the consumer's choice. A large segment of the business, particularly within institutional sales, includes hospitals, nursing homes and long-term care facilities. Such institutions need adult diaper supplies in bulk quantity to fulfill the needs of patients suffering from incontinence. With demand for elderly care services increasing, sales at institutional places are set to keep growing. However, retail stores also emerge as an important distribution channel in the global markets for adult diapers, providing a diverse variety of products to the consumer base. Most major retailers offer convenient access to incontinence products, with products available in a selection of sizes, absorbency levels, and designs to suit both individual and family shoppers.

Pharmacies are another important distribution channel as they provide a convenient location for consumers to purchase incontinence products, particularly for those who seek immediate solutions. Lastly, the pandemic has also resulted in a surge in online channels, and home delivery has become a growing global trend towards e-commerce. Online platforms offer more choice, often at a lower price, allowing consumers to buy discreetly and on a frequent basis. Their expanding reach contributes to the growth of the adult diaper industry as a whole.

By Type Analysis

The adult diapers market is segmented into three types of products including adult pad type diaper, adult flat type diaper, and adult pant type diaper. For those suffering from light to moderate incontinence a common type of adult diaper is the pad style. Menstrual pads are convenient, comfortable, and can be worn inside regular underwear for discreet protection. In contrast, adult flat type diapers offer a more classic choice, with a flat shape that is held in place with adhesive strips or attachments. These diapers are generally more versatile and can be adjusted for a custom fit and are perfect for patients in healthcare environments or patients who require more robust protection. Lastly, adult pant types are used for moderate to heavy incontinence. They are pull-up style diapers that are simple and easy to use, that resemble normal underwear and fit securely on active people who need comfort and a high level of absorbency. Each of these categories addresses unique needs and contributes to the wide appeal of the market.

REGIONAL ANALYSIS

The largest share of the adult diaper market comes from North America, driven by an aging population along with the increasing prevalence of incontinence problems. Demand for adult diapers is rapidly increasing, particularly in the United States. Another factor to be taken into account is growing awareness of incontinence itself, which has created greater acceptance and use of adult diapers. Additionally, the availability of premium-quality products offered by reputable companies such as TENA, KimberlyClark, and Procter & Gamble, also contribute to the market growth. This growth is coupled with increasing penetration of e-commerce sites offering convenience and improved pricing. Sales of institutional or healthcare facilities are major drivers in the region as well.

Europe is another key region in terms of the adult diaper market. Countries like Germany, Italy, and France, that host a rapidly ageing population, have boosted the Europe adult diaper market growth. Aging people are prone to experience incontinence, which tends to create a greater demand for incontinence products. Disposable diapers in the European market are increasingly becoming discreet and comfortable, with consumers opting for skin-friendly and eco-friendly incontinence products.

The adult diaper market in the Asia Pacific is growing at a rapid pace, mainly due to the region's large population and aging demographic. The demand for adult diapers is surging in Japan, China, and India based on both an aging population and shifting social attitudes toward incontinence. Given that Japan has one of the largest shares of elderly people in the world, the region represents a significant increase of this market. Furthermore, the market growth is being driven by rising disposable income, increasing awareness of incontinence products along with improved healthcare infrastructure.

The Latin America adult diapers market presents ample growth opportunities for manufacturers. The rising geriatric population in the region, in conjunction with the growing awareness regarding the management of incontinence, is contributing to the market growth. Countries such as Brazil and Mexico are also experiencing an increased demand for adult diapers, as the sector is moving toward better healthcare. However, the market is price-sensitive, and consumers are looking for less expensive but still effective products.

The Middle East and Africa adult diapers market exhibits several growth prospects in the coming years. A rapid aging population in such countries as Saudi Arabia and the UAE is boosting the market demand for incontinence products. On the other hand, the market is still in the development stage in certain aspects because of cultural taboos related to incontinence, resulting in lesser awareness and lower adoption rates. However, due to growing healthcare awareness, urbanization, and improving living standards, the demand for adult diapers is increasing.

INDUSTRY KEY PLAYERS

Essity and Kimberly-Clark Corporation to Account for the Maximum Market Share.

The adult diaper market is consolidated in nature, with Essity and Kimberly-Clark Corporation accounting for the largest share. Both are global leaders in the production of both incontinence solutions and personal hygiene products. Popular lines like TENA products have entered in the European and North American markets with a variety of options designed for comfort and absorbency. Kimberly-Clark, with brands like Huggies and Poise, also delivers innovative products designed to meet specific consumer needs. Moreover, plans for continuous investment into research and development, and a sharp focus on crafting high-quality, skin-friendly products, are key growth strategies employed by most companies in the market.

List of Key Companies Covered

• Unicharm Corporation
• Kimberly-Clark Corporation
• Attends Healthcare Group Ltd.
• Essity
• Procter & Gamble
• Ontex
• PAUL HARTMANN AG
• Domtar Corporation
• Wellspect HealthCare (Dentsply Sirona)
• Hollister Incorporated
• TZMO SA
• Others

INDUSTRY DEVELOPMENT

• In February 2025, Unicharm Corporation initiated a share repurchase program. Under the program, the corporation will repurchase 25,000,000 shares, representing 1.42% of its share capital. The corporation will repurchase its shares in order to restore earnings to shareholders while also allowing for more flexible capital policy execution in response to changing business conditions.
• In February 2025, Japan's Unicharm opened a third factory in India, increasing disposable diaper production capacity by 30%. The new facility, which cost an estimated $131 million, will open this month in Gujarat, western India. The property housed a facility that opened in 2018 and burned down in June 2020. The new factory is expected to produce approximately 1000 jobs.
• In July 2024, Ansell Limited, a global pioneer in protection solutions, announced the successful acquisition of Kimberly-Clark's Personal Protective Equipment (KCPPE) division. This strategic purchase boosts Ansell's position as a global leader in personal protection solutions, broadens its product portfolio, and improves its service capabilities to better meet the demands of customers across industries and geographic areas.
• In May 2023, Friends, the flagship brand of Indian diaper brand Nobel Hygiene Pvt Ltd, developed Friends UltraThinz, the country's first'slim' disposable absorbent underwear. This new solution is specifically created for younger consumers who experience light incontinence as a result of obesity, prostate difficulties, or postpartum incontinence. It is also useful for high blood flow after pregnancy, menopause, and endometriosis.
• In June 2021, Quadria Capital announced the acquisition of a significant position in Nobel Hygiene, becoming the company's largest minority shareholder. As part of the transaction, Nobel Hygiene obtained new cash and provided a complete exit to CLSA cash Partners, Access India Fund, and its co-investors.

Adult Diaper Industry Segmentation

Adult diaper refers to a kind of underwear used by people with problems including incontinence, dementia, damage to mobility, and severe diarrhoea. It is often borne by astronauts, long-term soldiers, divers under their suits, and other long-hour staff. It is made of convenient leakage safety materials that absorb and prevent leakage as well as the soiling of clothes.

Market Breakup by Type

• Adult Pad Type Diaper
• Adult Flat Type Diaper
• Adult Pant Type Diaper

Market Breakup by Distribution Channel

• Pharmacies
• Convenience Stores
• Online Stores
• Institutional Sales
• Retail Stores
• Others

Market Breakup by Product Type

• Underwear & Briefs
• Pads & Guards
• Drip Collectors & Bed Protectors

Market Breakup by Gender

• Male
• Female

Market Breakup by Region

• North America
• United States of America
• Canada
• Europe
• United Kingdom
• Germany
• France
• Italy
• Others
• Asia Pacific
• China
• Japan
• India
• ASEAN
• Australia
• Others
• Latin America
• Brazil
• Argentina
• Mexico
• Others
• Middle East and Africa
• Saudi Arabia
• United Arab Emirates
• Nigeria
• South Africa
• Others