The adult diaper market in France

The adult diaper market encompasses a wide range of absorbent products designed to meet the needs of adults suffering from incontinence. These products include full-face diapers, anatomical diapers, pants, as well as inserts or straight diapers.

Urinary and fecal incontinence are often linked to aging and weakening of the bladder muscles, but also to certain pathologies such as diabetes or Crohn's disease. As the population ages, these problems are becoming increasingly prevalent. In France, the proportion of the population aged 65 and over rose from 15.8% in 2000 to 21.3% in 2023, accentuating demand for these products.

The French market is experiencing sustained growth, reaching 330 million euros for supermarkets in 2023, up 10.8% on 2022. Globally, this booming sector, estimated at $10.9 billion in 2021, has a compound annual growth rate (CAGR) of 6.3% and is set to reach $33.6 billion by 2032. This dynamic is fuelled by increased diversification of the product range, communication strategies designed to make the subject less dramatic, and growing consumption in supermarkets.

Nevertheless, some obstacles remain. Nearly 43% of French people regard incontinence as a taboo subject, sometimes limiting the use of these products. What's more, the market is still dominated by a handful of players: Tena will have a 43% market share in 2023, followed by Always Discreet (19%), with a combined 62% of the sector.

Faced with rising inflation - with the price index for personal hygiene products rising from 98.5 in 2021 to 110.96 in 2024 - and technological innovations such as the remote-controlled sphincter launched in 2024, the sector must adapt. Consumers expect products that combine comfort, discretion and optimal absorption to overcome these challenges and meet the varied needs of users.