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Synthèse
The adult diaper market has seen sustained growth, with the global market valued at $10.9 billion in 2021, and set to grow at a CAGR of 6.1% between 2022 and 2031. This growth is largely due to an ageing population and the rising incidence of pathologies such as urinary and faecal incontinence. In France, the market is characterized by strong competition that has intensified sales, with the mass incontinence products sector growing by 3% in value to reach 312.2 million euros in 2020.
Four main companies dominate the French market: Essity, Procter and Gamble, Hartmann and Ontex, offering a variety of product ranges focused on comfort, absorption and aesthetics. In particular, manufacturers have adopted more environmentally-friendly practices, with products now tending towards greener alternatives. Despite market growth, incontinence remains a taboo subject, presenting a major challenge for the sector in terms of awareness and demand. In France, social security and mutuelles offer varying degrees of reimbursement for incontinence-related expenses, which contributes to the accessibility of the market.
Trends in the French adult diaper market:
The adult diaper market in France is experiencing significant growth, propelled by the demographic shift towards an aging population and the gradual dismantling of the associated social stigma. With 3.6 million people suffering from urinary and anal incontinence, this market, which forms part of a wider health protection sector, is of considerable size.
In the French market, supermarkets are recording an increase in sales in this segment, a sign of growing acceptance on the part of the general public. This rise in demand is part of a global context in which the adult diaper market is set to grow, due to the increase in the elderly population and improved product performance. The value of the global market is set to rise from $10.9 billion to over $15 billion in the space of a decade, with France making a significant contribution to this expansion. This growth is due to a number of factors, among which the ageing of the population plays a key role.
In France, around 25% of women aged 60 and 32% of women over 80 suffer from urinary incontinence, while around 25% of men over 90 face similar problems. At the same time, societal norms are evolving: almost 40% of French people no longer consider incontinence a taboo subject, and there is a growing openness of mind, fuelled by the innovative communication strategies adopted by manufacturers.
While competition is intensifying between market leaders Tena and Always, both have launched diversified product ranges that meet different consumer needs, ensuring accessibility to all relevant demographic groups. In addition, the movement towards environmentally-friendly production is reshaping the sector, with brands consciously replacing hazardous substances with safer alternatives in their manufacturing processes. What's more, public bodies such as the Caisse Primaire d'Assurance Maladie and other mutuelles offer partial reimbursements for products and treatments, easing the financial burden on the patients concerned.
In summary, the French adult diaper market is on a growth trajectory that reflects broader socio-economic trends, such as the emphasis on health and well-being and well-being, the demographic shift towards an ageing society, and a gradual shift in attitudes towards incontinence discourse. With a market underpinned by growing demand, improved product offerings and favorable regulatory frameworks that reduce the cost of incontinence management, the French adult diaper market heralds a future of comfort, dignity and hygiene.
Key companies shaping the adult diaper market landscape:
- Essity and Tena®: Market leaders with a global presence Essity stands out in the adult diaper market with its leading Tena® brand, which occupies a dominant position both globally and in France. Tena® is renowned for offering a range of products and educational resources for people suffering from bladder weakness. Essity's innovation and commitment to this niche have enabled Tena® to secure a significant market share, making it a trusted name in incontinence care.
- Procter and Gamble and Always®: A major competitor making headway in the market. Procter and Gamble has a significant share of the French market thanks to its Always® brand, known to hold a 20% share according to recent data. The brand has a strong presence in the personal care and baby care segments, offering products that meet the diverse needs of consumers. Always® has enjoyed substantial growth and continues to be a strong competitor, offering innovative solutions to incontinence sufferers.
- Hartmann and Molicare®: Specialized expertise in medical products. The Hartmann Group, with its Molicare® brand, specializes in a variety of medical products, including those for incontinence care. Hartmann strategically focuses on the healthcare sector, delivering essential supplies to a variety of medical facilities. Its manufacturing expertise and market knowledge make Molicare® a leading player in the adult diaper segment.
- Kimberley-Clark: A leading producer with a diversified range, Kimberley-Clark, renowned worldwide for its wadding and cellulose production, plays an important role in the adult diaper industry. Its Poise® and Depend® brands meet the specific needs of adults suffering from incontinence, offering products designed for comfort and reliability. The company's extensive experience in the personal care sector guarantees the popularity of its incontinence brands with consumers.
- Ontex: The private label specialist extends its reach. Belgian group Ontex demonstrates its expertise in absorbent hygiene products by targeting the private label market in large part. Thanks to its strong market capitalization, Ontex has carved out a significant share of the sector, thanks in particular to its sales of incontinence products. Ontex's strategy of supplying quality products to other brands gives it a unique position in the diaper market.
Together, these companies form the backbone of the adult diaper market, each contributing specialized approaches and dedicated product lines. Their collective efforts ensure that the market is well served with a variety of options, meeting consumers' needs
à la compréhension de ce marché
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- Nombre de pages : 30 pages
- Format : Version digitale et PDF
- Dernière mise à jour : 04/11/2022
Sommaire et extraits
1 Market overview
1.1 Definition and scope of study
The term adult diapers covers all absorbent products worn on the body and designed to combat adult incontinence. There are a number of different product ranges on the market, including full diapers, anatomical diapers, pants and straight diapers or inserts.
Urinary and fecal incontinence problems are generally linked to the aging of the human body, with weakening bladder muscles or prostate disorders. Other pathologies can also cause leakage, such as Crohn's disease or diabetes.
The market includes: manufacturers, leading hygiene companies, supermarkets, pharmacies, hospitals, nursing homes and private individuals.
The global market for adult diapers is growing, in particular due to the aging of the population, and is estimated to reach $10.9 billion in 2021.
The French market is also booming. The range is diversifying, and competition, combined with a communication strategy that plays down the taboo of bladder weakness, seems to be gradually overcoming it. As a result, consumption is on the rise, and sales in supermarkets are taking off. What's more, the Covid-19 crisis has had little impact on the French market.
What's more, with regular controls, brands are moving towards a more responsible offering. Certain chemical substances are being banned in favor of less dangerous ones.
With an ageing population and increasingly high-performance devices adapted to a wide range of needs, the adult diaper segment is enjoying sustained growth, despite the psychological obstacles (embarrassment, embarrassment, degrading image for the wearer) that continue to affect the market.
1.2 A growing global market
The global adult diaper market is valued by transparencymarketresearch at $**.* billion in ****. According to the same source, it should grow at a CAGR of *.*% between **** and ****.
evolution of the global adult diaper market World, ****-****, in billions of dollars CAGR=*.*% Source: ****
The graph below shows the evolution of sales of baby ...
1.3 In France, competition drives up adult diaper sales
A growing market
According to a LSA Conso article published in ****, the size of the mass-market incontinence products market is ***.* million euros, up *% in value terms on ****.
In addition, another LSA Conso article reveals that, in ****, the mass retail market (***) grew by *% in value and *.*% in volume to reach ** million units ...
1.4 International trade in adult diapers
The Harmonized Customs System provides access to French imports and exports of adult diapers. The chart below is based on code ******** entitled "Hygienic articles, e.g. incontinence articles (***)" .
Balance of trade in sanitary products including adult diapers France, ****, in millions of euros Source: ****
With the exception of ****, France's foreign trade balance ...
2 Demand analysis
2.1 Typology of incontinence sufferers
If urinary incontinence and anal incontinence are grouped together, *.* million people are affected by this disease[***]. In fact, *.* million people are affected by urinary incontinence and * million by anal incontinence. However, counting is a tricky business, and varies widely depending on the honesty of respondents (***).
Urinary incontinence
In women, the prevalence ...
2.2 Macro-economic indicators linked to urinary problems
Several factors have been identified as contributing to bladder weakness, including old age, pregnancy and the prevalence of prostate disorders.
Life expectancy and healthy life expectancy
There are two ways of calculating life expectancy.
Firstly, "classical" life expectancy is calculated at birth as the average age of death for people in ...
2.3 Disorders related to wearing adult diapers
In December ****, IFOP conducted a survey of French people on their perception of incontinence. We'll look at the results below.
Do you consider incontinence a taboo subject? France, December ****, in Source: ****
Incontinence is frequently regarded as a taboo subject, with **% of respondents to the IFOP survey considering it to be rather ...
2.4 Comfort and absorption come first
As all the online comparators point out, this product is still taboo, and for many people suffering from incontinence, taking the step of buying protection is quite difficult. That's why the challenge for brands is to succeed in consolidating this growing demand, so that it actually becomes a purchase. Indeed, the ...
3 Market structure
3.1 A highly concentrated market
Few companies are present in the French adult diaper market. Essity, Procter and Gamble, Hartmann, Kimberley-Clark and Ontex are the four main companies in this market, each with their own brand. [***]
Essity;
Essity owns the Tena® brand , global and French market leader, with **.*% of the French market by value in ****, [***]
Procter ...
3.2 Value chain
Manufacturers of major brands
Most of the companies mentioned above (***) have their own production facilities, particularly in France.
Hartmann, for example, produces over *** million adult diapers at its plant in Lièpvre in the Haut-Rhin region of France. The site employs around *** people. Ontex, meanwhile, manufactures its incontinence products in Dourges ...
3.3 Risks related to diaper composition
The health issue
One survey after another warns of the dangers of disposable diapers, and parents are becoming increasingly alarmed. All reveal the presence of toxic residues and worrying quantities of allergenic, reprotoxic and carcinogenic substances. In particular, a report by the French agencyAnses has established that several regulatory levels of ...
4 Offer analysis
4.1 Product ranges
The sphere-sante.com website, a specialist in treatments, solutions and advice for urinary disorders, offers the following range of adult diapers:
Absorbent briefs, which can be worn like panties or briefs to absorb leaks; Complete diapers, also known as adult diapers. The full-face diaper is fastened with two adhesives on the ...
4.2 Prices
By distributor
Prices on the sphere-santé.com website are shown in the table below.
The other product ranges also vary between the same price brackets, with the exception of straight protectors, which are slightly less expensive per unit.
However, there are far fewer different varieties of the latter products. Between ** and ...
4.3 Supply trends
As previously mentioned, ANSES, the French national agency for food, environment and occupational health and safety, has issued a report on the importance of environmental considerations in the manufacture of adult diapers. This report, which in its **** edition highlighted the presence of hazardous substances in products, shows a notable change in ...
5 Regulations
5.1 Social security and mutual insurance reimbursements
Reimbursements for urinary protection
The Caisse Primaire d'Assurance Maladie may reimburse all or part of the purchase of urinary protection in the case of chronic illness or to keep hospitalized patients at home. [***].
The Caisse d'Assurance Retraite et de la Santé au Travail (***), which depends on the beneficiary's income.
Finally, mutual ...
5.2 Production standards
Manufacturers of adult diapers must comply with the European Union's REACH regulation. This requires companies to manage the risks associated with the use of chemical substances in the creation of the product, or the presence of such substances in the article sold. Companies must declare chemical substances in the product ...
6 Positioning the players
6.1 Segmentation
Liste des graphiques
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- Espérance de vie supplémentaire à 65 ans
- Espérance de vie en bonne santé
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