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With the rapid development of the global aging trend, the adult diaper market is growing in size, and the trend of declining birth rate has led to the decline of the baby diaper market. So, what is the current market size of adult diapers? Can the future continue to erupt in the short time like baby diapers?
It is understood that the total sales of adult incontinence products in Japan in 2017 was 7.835 billion pieces, an increase of 21% over 2013; from 2015 to 2020, the sales of adult diapers in the United States will increase by 48%, compared with the sales of baby diapers only 2.6%.
With the acceleration of China's aging society and the general trend of China's household consumption upgrade, the Chinese adult diaper industry is undergoing rapid changes.
The demand for adult incontinence products is forming
Demand and consumption desires are the primary conditions for market presence. In the past, due to the staged restrictions of social development, people still do not know what the banned goods are. But today, with the progress of society, adult incontinence products have not only appeared, but also in the direction of technology and humanization, and technically can provide consumers with increasingly perfect incontinence solutions. At the same time, due to the improvement of living standards, consumers' awareness of needs is awakening, and consumer desires are constantly increasing, which lays a solid foundation for the maturity of the adult incontinence market.
In China, demand in this area is particularly prominent. China has long pursued the one-child policy. Now every young person needs to take care of more than 4 elderly people. Children have filial piety and want to be filial, but the fierce social competition environment has made their time and energy a scarce resource. .
Adult incontinence products have huge market potential
At present, the scale of China's pension care market is expanding. According to the research group of the National Social Science Fund "Research on the Development of Pension Consumption and Pension Industry", by 2050, the scale of China's elderly products market will reach 100 trillion, accounting for 33% of GDP, and the scale of old-age products is very large. The main reason is the growing number of elderly people. By the end of 2018, the number of elderly people over the age of 60 in China has reached 249 million. It is expected to exceed 300 million in 2025 and reach 438 million in 2050.
The arrival of an aging society has brought some urgent needs to some old-age products. According to the results of the fourth survey of urban and rural elderly living conditions released in October 2016, 65.6% of the elderly use aged supplies, of which the towns are 71.8%, rural 59.0%. The proportion of adult diapers or nursing pads used is only 1.0%, which is much lower than the world average penetration level of 12%. According to the population of the existing disabled elderly, if the average person consumes 4 pieces per day, the demand for the adult diaper market in China will be about 58.5 billion pieces a year. According to the world average penetration level, the annual consumption of adult incontinence products will reach 6.132 billion pieces. If the average price of 1.62 yuan per piece (excluding tax) is calculated, the market size of domestic adult incontinence products will be nearly 10 billion yuan.
We can predict that the huge number of elderly people in China, the ultra-low market penetration rate of adult incontinence products, and the market demand that is fully awakened will create an extraordinary market for adult incontinence products, and will certainly create a paper industry for the living paper industry. Another new world.
The market for adult diapers is rapidly opening, and the compound annual growth rate far exceeds that of women and baby products.
According to statistics, the market size of adult incontinence products reached 7.03 billion yuan in 2018, an increase of 11.8% over 2017. The market penetration rate is 3%. Among the total consumption of adult incontinence products, diapers accounted for 66.9%, an increase of 13.2 percentage points over the previous year, diapers accounted for 11.6, a decrease of 1.5 percentage points over the previous year, and nursing pads accounted for 21.5%, a decrease from the previous year. 11.7 percentage points.
Worldwide, in 2018, global adult incontinence products (adult diapers and diapers, and mattresses) consumed approximately 59.4 billion tablets. Compared with 2017, it increased by 9.9%. In the five years from 2018 to 2023, global adult product sales are expected to grow at an average annual rate of 9.5%, reaching 93.4 billion. In North America, Europe, and Japan, pad products for mild incontinence, as well as for moderate to heavy trousers, are still the type of product that is growing incontinently.
The purchasing power of adult incontinence products is rising
With the improvement of living standards and the increase of retired seniors in China’s only-child family, the old people with strong purchasing power feel that it is inconvenient to rely on their children’s service. Most of them are willing to pay for adult incontinence products and continue to pursue comfort. The realm of life and a high standard of quality of life. At the same time, the level of young people after the 80s and 90s is not the same as before, and the purchasing power cannot be ignored.
With the continuous segmentation and upgrading of the health care needs of the elderly and their families, including diapers and diapers, the diaper industry will have more and more opportunities to segment products, segment populations and new business models. In the end, it must be an innovative enterprise with strong technical accumulation, profound insight into user needs, and keen on new marketing models.
In short, it can be foreseen that there will be a leap-type “blowout” development for Chinese adult incontinence products.
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