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Summary and extracts

1 Market Overview

1.1 Definition and presentation

The term "adult diapers" refers to absorbent devices worn by adults to combat incontinence. The market brings together: manufacturers, leading hygiene companies, supermarkets, pharmacies, hospitals, nursing homes, and individuals.

The global market is growing, and has been estimated to reach $16.9 billion in 2025. The Italian market in 2019 was among the top 8 in the world in terms of estimated 5 million people in Italy suffer from incontinence, 60% of whom are women, mainly over the age of 40. The onset of urinary incontinence increases with increasing age and is also linked to other factors, such as pregnancy and prostate disease.

This disorder has a negative impact on the daily lives of those affected, and patients often find it difficult to talk about it with their doctors and families. The discomfort related to the fear of getting wet and the feeling of poor hygiene can lead to significant psychological repercussions for sufferers, and can often turn into anxiety and depression.

In Italy, the market for incontinence absorbent devices is highly concentrated, with the presence of a limited number of multinational companies covering about 80 percent of the total market. In addition, The market can be divided into two segments based on distribution channels: consumer goods and incontinence aids.

In recent years, a number of sustainable alternativesto the use of disposable diapers have emerged with the goal of preserving the environment, such as biodegradable or washable diapers. These alternatives are not yet extremely widespread, but are beginning to gain in importance due to changing consumer habits and demands.

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Latest news

Hygiene: Essity invests in Eure to improve recycling of food cartons - 22/11/2023
  • The Hondouville plant in the Eure region of France produces toilet paper, handkerchiefs and paper towels for professional markets (hotels, restaurants, businesses, industry, etc.), marketed under the Tork brand.
  • To manufacture these products, the company has been recycling food bricks for over fifteen years
  • In each food carton, paper fibers (75%) are mixed with aluminum (5%), plastic (14%) and cork (6%).
  • The Stockholm-based international group, whose products are marketed in some 150 countries, has sales of 15 billion euros by 2022 and 48,000 employees worldwide.
  • In France, the Group's fourth-largest market, it operates eight sites with 2,500 employees.
  • Its Eure plant also manufactures cotton personal care products under the Demak'Up and Lotus brands.
  • Over the past three years, investments at the Normandy site have totalled 47 million euros, reassuring the plant's 360 employees
Essity claims "world first" in recycling - 21/10/2023
  • A new recycling line for liquid-food packaging was inaugurated on October 17.
  • Essity's sales target is 15 billion euros by 2022.
  • Essity employs around 48,000 people in 150 countries.
  • In France, Essity employs 2,500 people and has six production sites and a research and development center.
  • France is the Swedish group's fourth-largest market.
  • The Hondouville plant employs 360 people.

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the adult diaper market | Italy

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