the adult diaper market | Italy

1.1 Definition and scope of study

The term adult diapers refers to all absorbent products worn on the body and intended to fight incontinence in adults. There are various product lines on the market, such as full diapers, anatomical diapers, pants and straight diapers or inserts.

Urinary and faecal incontinence problems are generally related to the aging of the human body, with the weakening of bladder muscles or prostate disorders. Other pathologies can cause these leaks, such as Crohn's disease or diabetes.

The market brings together: manufacturers, leading hygiene companies, supermarkets, pharmacies, hospitals, nursing homes and individuals. 

The global market is growing, especially due to the aging population, in 2019 it was estimated that the market would reach $16.9 billion by 2025. 

The Italian market in 2019 was estimated to be among the top 8 in the world by revenue. Demand in Italy is strong, about 8.3% of the population is affected by incontinence, and the growth prospects are considerable, especially in relation to an aging population and a substantial slice of the elderly (23.2% in 2020 versus an average of 19% in Europe). Among the biggest barriers to entry is brand, which remains a decisive element in purchase choices. Manufacturers are pushing for more efficient and sustainable devices, dictated by increasing changes in buying habits.