Domestic adult diaper market will usher in another big outbreak in the next two or three years

Domestic adult incontinence nursing market has been growing rapidly for many years.

According to statistics from the Household Paper Council, from 2016 to 2020, the market scale of adult incontinence products in China increased from 4.88 billion yuan to 10.47 billion yuan, with an annual compound growth rate of 21.01%.

However, in the opinion of Zhao Yipeng, director of adult care category of Vida International and director of Tianning China, the domestic adult diaper market is still in the early stage, both consumer awareness and concept and market penetration are at a low level. He predicted that in the next two to three years, the domestic adult diaper market will usher in another big outbreak.

In China, when did the market for adult incontinence care begin to grow rapidly?

From the perspective of industry, adult diaper market compound annual growth rate reached more than 20%, probably in 2015, 2016.

There are two main drivers: the first is a huge increase in production capacity. The baby diaper market was in a wave of decline, and many of the factories that made baby diapers switched to adult diapers. The second is the explosion of the Internet.

On the consumer side, the pandemic greatly increased the popularity of adult diapers among consumers. During the epidemic, many medical workers who supported Wuhan found it inconvenient to wear and take off protective clothing frequently. Adult diapers greatly solved their physical inconvenience, thus drawing the attention of the whole society to this category.

What drives the adult incontinence care market？

The current stage must be product driven, but the future must be marketing driven.

We have such a developed e-commerce and marketing environment in China. Through a variety of marketing means or Internet means, we can bring this seemingly unmentionable topic into the sunlight and bring it to everyone's attention, making the popularization of adult diapers more meaningful.

‍ ‍

The consumer market of the elderly needs innovation more. They have experienced a lot of suffering and joy, and their understanding of happiness and joy may be far more simple than we think. For them, more time and energy should be spent on pursuing innovation instead of blindly providing cheap services or products. In addition, we can use our young people's ways, whether it is the Internet or the cultural system of young people, to bring innovation that really suits them, to pull them into the society under the influence of the Internet wave, to feel the excitement and speed of the Internet. Beauty is not only about innovation and providing good products, but also about providing more humanistic care and companionship for the elderly.

Incontinence is a major problem that many elderly people cannot avoid when they enter old age. With the strengthening of aging trend and the increasing social scene of the elderly, incontinence care products will play a more important role in their daily life, providing help for their better life after retirement.