Adult diapers were originally designed for use by patients and the elderly, but in fact, adult diaper products are very popular in Japan, especially for young women.
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A few years ago, there was a report on Yahoo that focused on the growing trend of wearing adult diapers in Japan, especially for women looking to save time.
This social phenomenon has several meanings and origins.
The first is for young women to use diapers instead of toilets at work to save time
Since there is a work cult in Japan, where millions of men and women work without holidays, competition for employment is fierce.
Therefore, young Japanese women came up with the idea of optimizing working hours by putting on diapers so as not to deviate from the work process. And many Japanese bosses incentivize this behavior by rewarding employees for this efficient career development service. For this reason, a strange office trend of replacing underwear with diapers was born in Japan...
Source/Weibo
The second is the culture of fetishes
In Japan, a culture of fetishes called ABDL has formed, that is, "adult diaper lovers". It is a role-playing process in which not only diapers are used, but also other equipment designed for babies, such as rattles, powder, diapers and baby clothes.
This interaction is said to have a healing process that helps restore a basic sense of love and security that has been disrupted. And as part of ABDL's fetish, adult diapers can be an element of role-play.
In addition to the above two, part of the reason is due to the rapid aging of Japan's population.
Last year, Japan's Ministry of Internal Affairs and Communications publicly stated:
As of November 2021, the estimated number of people aged 65 or older in Japan reached a record 36.4 million, an increase of 220,000 from the previous year. The proportion of the elderly population in the country's total population reached a record 29.1%, ranking first among the world's 201 countries and regions.
In response to this, the Tokyo Times also reported that "in Japan, adult diapers are sold 2.5 times more than baby diapers, so the profit margin is higher and the business is attractive." ”
According to Statista, from 2011 to 2020, Japanese diaper demand increased from 5.81 billion to 8.66 billion, reaching an increase of 49.05%.
2. Tens of billions of adult incontinence products market
Globally, the penetration rate of adult diapers is highest in Japan at 80%. In North America, the percentage is 65%. In Western Europe, the proportion is 58%. In other regions, it's just 2%. The world average penetration rate of adult diapers is 12%.
However, according to a report by global market research firm SkyQuest in July,
In the United States, the demand for adult diapers continues to grow, with sales increasing by 10% per year. According to SkyQuest market analysis, the U.S. adult diaper market is expected to grow at a rate of 6% over the next five years, with this demand primarily due to an aging population and caregiving responsibilities.
Adults may need to wear adult diapers for many reasons, including incontinence, age, and childbirth. By the end of 2021, more than 150 million people were in the over-65 age group, and this number is expected to reach 426 million by 2050, which represents the huge growth potential of the adult diaper market.
The growing preference for online shopping across the globe is a major factor driving the growth of the global adult diapers market, while the increasing availability of innovative products is also largely driving the growth of the adult diaper market in the coming years.
In addition, the increase in employment, especially among women, has further increased the demand for personal hygiene products such as adult diapers through online retail channels.
All of the above will drive the global demand for adult diapers and positively impact the growth of the market during the forecast period.
3. Growth momentum of adult diaper market
Currently, growing awareness and adoption in developing regions is driving the growth of the adult diaper market significantly.
The low demand for adult diapers in developing countries such as India, Indonesia, and the Philippines is mainly due to a lack of awareness of the product and its associated benefits, and women in these countries are reluctant to buy such products from public health stores or retail outlets.
However, the increasing acceptance and availability of adult diapers providing better convenience, comfort, and skincare benefits to patients with urinary incontinence will drive the growth of the adult diaper market in North America.
In addition, the replacement of some skin-friendly and eco-friendly diaper products is also increasingly driving the growth of the adult diaper market in Asia Pacific, and the impact of these product innovations is expected to increase the awareness and adoption of such products among consumers in developing countries.