Adult Diaper Market Size - By Product Type, By Category, By Size, By Material, By Packaging Quantity, By Price, By Consumer Group, By Distribution Channel, Growth Forecast, 2025 - 2034

Adult Diaper Market Size

The global adult diaper market was estimated at USD 7.2 billion in 2024. The market is expected to grow from USD 9.2 billion in 2025 to USD 17.5 billion in 2034 at a CAGR of 7.1%. As age increases, loss of bladder and bowel control is also there so one of the main causes of getting adult diapers in the elderly is loss of bladder and bowel control. Incontinence conditions like overactive bladder (OAB) and urinary and fecal incontinence become more common with age as pelvic muscles weaken, hormones change and bladder capacity decreases.
 

Moreover, older adults with Alzheimer’s disease, dementia, Parkinson's disease, and stroke complications tend to lose the ability to control urination, so adult diapers are necessary to ensure proper hygiene and dignity.
 

According to the Alzheimer's Association, in 2024, about 6.9 million Americans aged 65 and older are living with Alzheimer's, with 73% of them being 75 or older. Around 10.9% of people in this age group have the disease. Women account for nearly two-thirds of those affected. Older Black Americans are almost twice as likely to have Alzheimer's or other dementias compared to older White Americans, while older Hispanics are about 1.5 times more likely to be affected.
 

As the population of Americans aged 65 and older continues to grow, the number of people with Alzheimer's or other dementias is expected to increase. By 2050, this number could reach 12.7 million unless medical advancements are made to prevent or cure the disease.
 

As more and more seniors are living longer, healthier lives, there is also a greater need for comfy, discreet, and ultra-absorbent adult diapers that effectively support them in maintaining their routines as usual. Consequently, there have been constant advances in the design of the product itself, and brands have begun placing increasingly thinner, breathable, skin-friendly diapers with maximum absorbency and comfort on the adult diaper market.
 

Gender-oriented, odor-controlled technology and moisture-wicking fabrics have also made products more attractive to aging consumers. As per WHO, in 2020, there were 1 billion people aged 60 and older worldwide, and this number is expected to grow to 1.4 billion by 2024. By 2050, the population of people aged 60 and above is projected to double, reaching 2.1 billion. The number of people aged 80 and older is also expected to triple during this period, increasing from 2020 levels to 426 million by 2050.
 

Moreover, with the increasing cases of the adult population suffering from illness requiring constant monitoring and care, good patient management can be ensured by using adult diapers which in turn shall spur the growth of the adult diaper market. In several nations, governments and healthcare systems provide reimbursement programs and insurance coverage for incontinence products, rendering them more accessible to senior consumers.
 

Adult Diaper Market Trends

The rising prevalence of medical conditions and diseases is fueling the demand for adult diapers. Urinary and fecal incontinence are caused by many conditions, including diabetes, kidney problems and neurological disorders. As the Centers for Disease Control and Prevention (CDC) states, more than 37 million Americans are living with diabetes, of whom many will go on to experience resultant complications, such as urinary incontinence, and the demand for adult diapers.
 

Many neurological conditions, including Alzheimer’s, Parkinson’s, multiple sclerosis, and stroke, result in a loss of bladder and bowel control. Patients with L4L5 or L5S1 disc herniation, for example, may experience incontinence owing to nerve disruption. Likewise, Alzheimer’s patients may require adult diapers because of cognitive decline.” At the same time, millions of Americans, including many who require incontinence products, are living with Alzheimer’s, according to the National Institute on Aging (NIA), which says more than 6 million Americans are living with the disease. Spinal cord injuries also lead to the absence of bladder control, so adult diapers become necessary for everyday living.
 

Demand for adult diapers is heightened due to diabetes. Another common complication, diabetic neuropathy, destroys the nerves that regulate the bladder, leading to urinary incontinence. According to the CDC, roughly half of diabetics experience nerve damage. Furthermore,  diabetes can significantly increase the chances of Overactive Bladder (OAB) and Urinary Tract Infections (UTIs) in a person, which again results in higher consumption of incontinent products.
 

Urinary leakage often happens in men with prostate such as benign prostatic hyperplasia (BPH), prostate cancer, or related complications after operation. Many men recovering from prostate surgery or radiation therapy uses adult diapers. In fact, according to the National Institute of Diabetes and Digestive and Kidney Diseases (NIDDK), BPH affects approximately 50% of men who are 51-60 years old, adding to the need for various incontinence solutions.
 

Another factor fueling the demand for adult diapers is obesity. Extra weight creates pressure on the bladder muscles, which can result in stress urinary incontinence (SUI). Patients recovering from major surgeries, those on chemotherapy, or those with limited mobility also frequently rely on adult diapers for hygiene and dignity. According to the World Health Organization (WHO), worldwide obesity has nearly tripled between 1975 and 2016, which has also increased the number of related health problems.
 

Soft, skin-friendly materials used in adult diapers, which keep users dry and comfortable, make them increasingly popular. As the prevalence of chronic illnesses and age-related diseases increases, so does the need for these products. The growing demand to switch to high-quality incontinence products to enhance the patient’s quality of life in hospitals, nursing homes, and home care settings is also supported by the government healthcare programs Medicare and Medicaid in the United States.
 

Adult Diaper Market Analysis

Based on product type, the adult diaper market is segmented as Tab-Style Briefs, Pull-On Underwear, and Booster Pads. In 2024, the tab-style briefs adult diaper segment generated a revenue of USD 8.6 billion and is expected to grow at a CAGR of around 7.4% during the forecast period.
 

• The market for adult diapers is currently leading in the demand for tab-style briefs owing to their high-absorbent quality, comfy fit, and increasing adoption in homecare and medical settings. However, these briefs are most favored for those with moderate to heavy incontinence, if users caring for an elderly person, bedridden, or have limited mobility, these are ideal. The fastening tabs provide adjustable closures that ensure a personalized and secure fit, minimizing leaks and allowing them to be put on and taken off with ease if a caregiver is attending to an immobile patient. This accessibility has made tab-style briefs the most popular choice of hospitals, nursing homes and assisted living facilities where incontinence care is part of daily living.
   
• Growing global population combined with its aging and increasing needs concerning healthcare have contributed to growing demand, since a large number of individuals need long-term solution for incontinence. And improvements in diaper technology and product innovation have kept tab-style briefs thinner, more breathable, and skin-friendly while achieving maximum absorbency. There are even moisture-wicking layers, odor control and hypoallergenic components in many modern designs to boost comfort and prevent compression or irritation when you wear them for long periods of time.
   
• The growing penetration of online sales stores and medical supply stores is one of the key reasons for driving growth as they provide easier accessibility and opportunities to both institutional buyers and individual consumers for high-performance tab-style briefs. Market dominance of premium incontinence products has also been driven by reimbursement programs and insurance coverage in countries including the U.S., Germany and Japan.
   

Based on the consumer group, the adult diaper market is segmented as male and female. In 2024, the female segment accounted for over 60.1% and is expected to grow at the rate of 7.2% till 2034.
 

• . Women suffer from incontinence more often than men for numerous reasons, mainly pregnancy, childbirth, menopause, and hormonal changes, all of which can weaken pelvic floor muscles, which can put users at risk for conditions such as stress urinary incontinence (SUI) and overactive bladder (OAB). Moreover, women tend to live longer than men, which significantly increases their risk of developing age-related incontinence and contributes to the growth of adult diaper demand.
   
• Another important driver … more awareness and willingness toward the use of incontinence products.” As women are more conscious about their health and hygiene, they are more likely to use pads, liners, and adult diapers. Marketing campaigns from brands like Poise, Always Discreet TENA have also been key to these products gaining a social ban. The other primary fact is the postpartum period: Many new mothers have transient urinary incontinence after they give birth. The market is also further driven by the recommendation of disposable incontinent underwear as part of postpartum recovery from healthcare providers and maternity hospitals.
   

Based on the distribution channel, the adult diaper market is segmented as online and offline. The offline channel segment is expected to hold a major share of 74.8% in 2024.
 

• The shift toward online shopping is, in part, influenced by savings and exclusive discounts, with e-commerce retailers often posting lower prices and bulk purchase deals than traditional brick-and-mortar stores. 55 Meanwhile, more seniors (and caregivers) are turning to digital shopping due to it being easier to order and receive products without leaving home, which has led to yet another increase in sales online. Direct-to-consumer (DTC) brands such as Tykables, NorthShore, and BetterDry, rely on their websites to make personalized product recommendations, trial packs, and subscription plans available directly to consumers while eliminating the need for middlemen and increasing brand loyalty.
   
• The growth of e-pharmacies and online healthcare retailers also bolstered the online distribution channel for adult diapers, since online aggregators provide increased convenience for consumers who can now add adult diapers to their healthcare shopping cart. In addition, major retailers such as Amazon and Walmart invest heavily in logistics and same-day delivery services, which greatly aid people who cannot travel to supermarkets or live in mountain regions or other remote places. As digital shopping continues to grow, I am guessing the ease of access, privacy, cost and access to online distribution will keep it at the front of the digital adult diaper industry.
   

• In 2024, North America was the second dominating region in the adult diaper market accounting for around 29.9% of the global market share and generating around USD 10.1 billion in revenue in the same year. In North America (NA), the market is expanding to meet the rising elderly population of the United States and Canada. As the U.S. Census Bureau reports, all baby boomers will be over 65 by 2030 and comprise 21% of the population.
   
• The growth of older adults has increased the need for incontinent products. Awareness campaigns and efforts to reduce stigma have helped more people use these products. Reimbursement by Medicaid and private insurance makes them more affordable. Innovative new technologies — including ultra-absorbent, skin-friendly materials — satisfy the desires of active adults seeking discreet options. Online shopping on e-commerce platforms like Amazon and Walmart allows consumers to more easily purchase these products.
   
• The Asia-Pacific (APAC) region dominates the market owing to the aging population in countries like Japan, China, and South Korea. For instance, Japan’s Statistics Bureau states that, as of 2023, 29% of its population is 65 years or older. In China, 14.9% of the population was 65 or over in 2022, according to the National Bureau of Statistics, and that figure is expected to rise. A rising middle class with greater spending ability is ready to pay for quality incontinence products. Attitudes are changing, reducing the stigma of incontinence care, and usage is increasing. The demand is further fueled by urbanization and access to better healthcare systems in hospitals, elderly care facilities, and home care.
   
• Europe's adult diaper market is steadily growing due to the aging population and robust healthcare system. As of 2023, 21% of the population of the EU is over the age of 65, a figure that will only increase in the coming years, according to Eurostat. Denmark, Germany, France, and the UK are just some examples of countries where the government supports access to future products elevated through various reimbursement policies.
   
• For example, Germany’s Federal Statistical Office reports that more than 4.1 million people needed long-term care in 2021, and many of them use incontinence products. European consumers are also keen on sustainability, with a preference for molded pulp which is eco-friendly and recyclable. Hence, products that are breathable, ultra-thin, and comfortable have been developed. These products have been widely available in retail and online channels on supermarkets, pharmacies Amazon EU, and Boots platforms.
   

Adult Diaper Market Share

• The top 6 companies in the adult diaper industry include Kimberly-Clark, Procter & Gamble (P&G), Essity, Unicharm, and First Quality Enterprises. All these companies pursue their strategies to remain leading in the market. Kimberly-Clark sells Depend and Poise and emphasizes its discreet designs and high absorbency in its marketing, combining innovation in materials for improved comfort and leak prevention. P&G is employing state-of-the-art absorbent technology and odor control, complemented by aggressive marketing that seeks to break the stigma of embarrassing incontinence through its Always Discreet line.
   
• TENA, produced by Essity, builds its brand by focusing on sustainability, with eco-products and packaging, along with educational resources for the caregiver and user. Unicharm (Life brand) targets the aging across its emerging markets, specifically Asia and beyond using design that is ultra-thin and highly flexible and behaves in a way to augment mobility and independence and to promote reintegration with society. In contrast, First Quality Enterprises, which applies scientific research to its incontinent products under the Prevail brand, collaborates with professionals in the medical field to develop high-performance solutions that meet the standards of healthcare facilities.
   

Adult Diaper Market Companies

Major players operating in the adult diaper industry are:

• Attends Healthcare Products
• BetterDry
• DSG International
• Essity
• First Quality Enterprises
• Hengan International
• Kao
• Kimberly-Clark
• Majors Medical Service
• Meddcare
• Procter & Gamble
• Svenska Cellulosa
• Tranquility Products
• Tykables
• Unicharm
   

The adult diapers market is very consolidated with the global players adding strength to the market. The major global corporations in the segment are Kimberly-Clark, Procter & Gamble (P&G),  Essity, Unicharm, Kao, and Svenska Cellulosa (SCA). Kimberly-Clark’s Depend and P&G’s Always Discreet products are mainstream, quality-absorbent products. Essity’s TENA and Unicharm’s Lifree cater to both end customers and health institutions, with high market occupancy in Europe and Asia. Kao’s Relief brand caters to an aging population in Japan, while Svenska Cellulosa (SCA) remains a heavyweight in hygiene products.
 

Hengan International and DSG International, are two regional players with solid positions in China and Southeast Asia, respectively. With China’s aging population on the rise, Hengan stands to benefit, while DSG International promotes its Certainty brand as a low-cost, accessible fabric solution. In the US and European markets, specialty brands, including Attends Healthcare Products, First Quality Enterprises (Prevail), and Tranquility Products, target medical-grade incontinence solutions for use in hospitals, nursing homes, and home care environments.
 

Adult Diaper Industry News

• In May 2023, Nobel Hygiene Pvt Ltd. introduced Friends UltraThinz, slim disposable absorbent underpants specifically for the younger segment suffering from light incontinence due to obesity, prostate and postpartum incontinence. These underpants are also good if you have heavy blood flow due to post-pregnancy, menopause endometriosis.
   
• In 2023, Friends, India’s top adult diaper brand and the flagship of Nobel Hygiene Pvt Ltd, has introduced 'Friends UltraThinz', the country’s first slim disposable absorbent underpant. This product is made for younger users dealing with light incontinence caused by obesity, prostate problems, or postpartum issues. It also helps manage heavy blood flow after pregnancy, during menopause, or due to endometriosis.
   
• In 2021, Ontex aims to enhance continence management and elevate the quality of life for those affected, with its new smart diaper. "This innovation will significantly assist caregivers," states Xavier Lambrecht, president of Ontex's Healthcare Division. "Born from our dedicated R&D efforts in adult care, this smart diaper promises to cut down the time hospital and care-home staff dedicate to continence care, allowing them to allocate more time and resources to other vital care tasks.
   

The adult diaper market research report includes in-depth coverage of the industry with estimates & forecasts in terms of revenue ($ Mn/Bn) and Volume in Thousand Units from 2021 to 2034, for the following segments:

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Market, By Product Type

• Tab-Style Briefs
• Pull-On Underwear
• Booster Pads

Market, By Category

• Reusable
• Disposable

Market, By Size

• Small
• Medium
• Large
• Extra large

Market, By Material

• Cotton
• Non-woven fabric
• Microfiber
• Others (Fluff pulp, Bamboo)

Market, By Packaging Quantity

• Small pack (1-25)
• Mid pack (25- 100)
• Bulk pack (Mote than 100)

Market, By Price

• Low
• Medium
• High

Market, By Consumer Group

• Male
• Female

Market, By Distribution Channel

• Online channels
  • E-commerce
  • Company websites
• Offline channels
  • Specialty Stores
  • Mega retail stores
  • Others (Individual stores, Departmental stores)

The above information is provided for the following regions:

• North America
  • U.S.
  • Canada
• Europe
  • UK
  • Germany
  • France
  • Italy
  • Spain
  • Russia
  • Nordics
• Asia Pacific
  • China
  • India
  • Japan
  • Australia
  • South Korea
  • Southeast Asia
• Latin America
  • Brazil
  • Mexico
  • Argentina
• MEA
  • UAE
  • South Africa
  • Saudi Arabia