The time may not be far off when more adults need diapers than babies as the population grows older, potentially a huge opportunity for manufacturers of incontinence products — if they can lift the stigma that has long constrained sales.
The market for adult diapers, disposable underwear and absorbent pads is growing fast, up 9 percent last year to $9 billion, having doubled in the last decade, according to Euromonitor.
But manufacturers like market leaders Essity and Kimberly-Clark Corp. 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.
With your current subscription plan you can comment on stories. However, before writing your first comment, please create a display name in the Profile section of your subscriber account page.