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Diaper rush: conquering a $9 billion market no one wants to talk about
The market for adult diapers, disposable underwear and absorbent pads is growing fast, up 9% last year to $9 billion, having doubled in the last decade, according to Euromonitor. But manufacturers like market leaders Essity (ESSITYa.ST) and Kimberly-Clark Corp (KMB.N) reckon only half of the more than 400 million adults likely to be affected by weak bladders, are buying the right products, because they are too embarrassed. Companies are trying various methods to change attitudes, including making products more discreet, avoiding terms like diapers or nappies, and placing items in the personal care aisle, next to deodorants and menstrual pads, rather than in the baby products section. They are also trying to normalize discussions around the subject through advertising. In Japan, where adult incontinence products have outsold baby diaper sales since around 2013 due to a rapidly ageing population, market leader Unicharm Corp (8113.T) has adopted the phrase "choi more" in its advertising, which translates as "lil’ dribble", to make light of the problem. "What we are doing is trying to let people know that incontinence, even among young people, is normal," said Unicharm spokesman Hitoshi Watanabe. Posted by: Besoeker 2019-10-22 |
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