Adult Diaper BY GROUP 6

Jayant
Ashutosh

Market Analysis Hardik

Aayush

in India
 India’s Adult Pant Style Diaper
Market Overview

⚬The India adult diaper market size reached US$ 126.7 Million in 2022 and is projected to reach US$ 219.5 Million by 2028, exhibiting a
CAGR of 9.7% during 2023-2028 .

⚬The market is driven by the growing prevalence of functional and cognitive impairment, constipation and urinary tract infection (UTI) among
the aging population, increasing consciousness about personal hygiene among individuals, and product innovations by manufacturers .

⚬The market is segmented by type into adult pad type diaper, adult flat type diaper, and adult pant type diaper. The market is also segmented by
distribution channel into pharmacies, convenience stores, online stores, and others .

⚬The market is further segmented by region into North India, West and Central India, South India, and East India. West and Central India
accounted for the largest share of the market in 2022 .

⚬The market is facing some challenges such as low awareness and acceptance of adult diapers among the masses, social stigma and
embarrassment associated with their usage, and high cost and environmental concerns of disposable diapers.

⚬The market is witnessing some trends such as increasing demand for eco-friendly, biodegradable, and organic diapers, rising adoption of smart
diapers with sensors and wireless connectivity, and growing online sales and marketing channels
By end user, the women segment exhibited the highest
share in 2021, and is expected to sustain its position
during the forecast period,
Owing to the fact that the need for adult diapers is
highest among women and the usage of the adult diaper
has increased due to the development of urinary
incontinence
As per distribution channel, the
hypermarkets/supermarkets segment accounted
for around 35% of the global pant type adult
diaper market share in 2021, as ir offer a
convenient experience of diverse shopping under
a single roof to consumers.
CHANGES IN CONSUMER
BEHAVIOUR

Increasing Awareness and Acceptance Preference for High Value and Segmentation and Customization
of Adult Diapers High Performance Products of Products
Preference for high value and high performance Consumers are looking for products that suit their
People are openly talking about using adult diapers products that offer more discretion, comfort, anatomy, lifestyle, level of incontinence, and personal
and seeking medical help for incontinence issues. confidence, and hygiene. style
This change is driven by various factors, such as the
Consumers are willing to pay more for products This change is driven by various factors, such as the
rising prevalence of incontinence, the availability of
that offer better fluid management, breathability, increasing diversity and sophistication of consumers,
information and education, the influence of media skin-friendliness, and odour control. the availability of data and analytics.
and celebrities.

Isolation and Loneliness
Ageism and Discrimination
Isolation and loneliness can affect seniors’ physical
Ageism and discrimination, which is the and mental health, increasing the risk of
stereotyping, prejudice, and mistreatment of people based depression, anxiety, cognitive decline,
on their age. cardiovascular disease, and mortality
Financial Insecurity
Financial insecurity can affect seniors’ access to
health care, housing, food, transportation, and
leisure activities. It can also cause stress, anxiety,
and low self-esteem.
KEY LEARNINGS FROM REVIEWS ARE:

⚬Absorbency, leakage protection, and dryness are important factors for adult diapers.

⚬Convenience, comfort, and quality are also important considerations for customers.

⚬Customers have different needs and preferences depending on the severity and
frequency of their incontinence.

⚬Customers appreciate clear and accurate information on the product features and
benefits.

⚬Price and value for money are also important considerations for customers.

⚬Skin friendliness and hygiene are also important considerations for customers
 Target Audience

⚬Middle-aged individuals in their 40s and 50s may experience Urinary Incontinence Raising awareness about the benefits of using Adult Diapers for managing Urinary
due to age-related changes in kidney and bladder function, particularly among the Incontinence which helps the consumers to promote confidence and offering stress
elderly. life.

⚬Elderly individuals with mobility issues may also be prone to experiencing Urinary
Incontinence.

⚬Pregnancy can potentially lead to Urinary Incontinence in women, as the body

undergoes various changes during this phase. However, its occurrence may vary
from person to person.

⚬Women in their early 40s who are going through menopause may also encounter
Urinary Incontinence as a possible symptom

Age & Gender: 35 to 65+ Men and Women and their caretakers
e.g Daughters and Son.
POPULATION ESSENTIALS
India is expected to have over 907 million internet users by 2023, up from 398 million in 2018. This accounts for around 64 per cent of the total population of the country.

POPULATION INTERNET USERS RURAL POPULATION URBAN POPULATION

Current population is 1.42 Billion as comparedAt present, there are a total of 700 At present, there are a total of 425
to last year which was 1.40 Billion, a 0.02% Million active internet users aged Million active internet users in rural 295 million active internet users from
increase from 2022 2 years and older, This is higher India, which is almost 44% higher urban India with 64.5% penetration.
than the previous estimate of 692 than in urban areas
Million

Sources:datareportal.com, hindustantimes.com, economictimes.indiatimes.com, statista.comi, indianexpress.com

ONLINE CONTENT ACTIVITIES
Based on the data from Statista’s recent report “Distribution of internet users in India”, which covers the age group of 16 to 64 years, we can extrapolate Percentage of internet users aged
35-65 years that consumes each kind of content via the internet each month

WATCH INFLUENCER LISTEN TO MUSIC ON LISTEN TO ONLINE RADIO

WATCH ONLINE VIDEOS
STREAMING SERVICES STATIONS
VIDEOS & VLOGS

96% 30.6% 42.9%

22.1%
TOP SOCIAL MEDIA & STREAMING VIDEO APPS
Based on the data from Statista’s recent report “Internet usage in India
Adult Diapers Brands In India
Social Media Presence
 LIFESTYLE &
BEHAVIOUR
PERSONA

1.Mr. Santosh Kapoor

He is a 69-year-old individual who has Fears societal judgement
Seeks professional guidance
led a fulfilling life full of adventure and
sports. He suffers from urinary
incontinence, but has second thought
about using adult diapers as it is related
to the eyes of judgement.

Takes time to adapt to new things

Prioritizes active lifestyle
Psychograhics -

-Values his independence and self - image

-Conscious of societal expectations
-Open to explore solutions of urinary incontinence
-Desires to maintain an active lifestyle
 LIFESTYLE &
BEHAVIOUR
PERSONA

2. Arun Rathee
Engaged in social media all day.
He is a 24 year old GenZ who is very Has an active lifestyle, visit gyms daily.

much attached to his grandmother who

slightly suffers from urinary
incontinence but resents the idea of an
adult diaper. Arun is an active caretaker
in his household. He is keen to
understand urinary incontinence and
Doesn’t care about the society
also worried about her wellbeing. Fact checks everything on internet
Psychograhics -

-Goal oriented, aims at living a healthy life

-Has sense of responsibilities
-Seeks knowledge to find appropriate solutions
-Curiosity and willingness to learn
 CONCLUSION

Aligning the marketing campaigns for raising awareness about the benefits of an Adult Diaper,  to ease the life of
individuals with urinary incontinence issues and those who are in need due to different abnormalities will have a
positive impact on the individual and will promote a stressful life for them. This in turn will be addressing a
suppressing issue in society. 
 
Considering the Indian Market, where awareness about the usage of Adult Diapers is relatively low and tabooed
as compared to developed markets, raising awareness on such issues is a great opportunity for marketers and
brands to educate and empower the community.