Adult diapers include adult diapers, adult lesbian pants, adult diapers and care pads. The consumer groups of adult incontinence products include elderly incontinence, patients who are bedridden due to surgery or childbirth, and patients with functional needs who cannot go to the toilet due to going out or traffic jams, among which elderly incontinence is the main target consumer group.
Asian users use 62 kinds of adult incontinence, baby care and female care products per capita, which has more potential than North America and Western Europe.
(1) Number of adult incontinence products used by incontinence patients per capita per year
With the continuous increase of the elderly population and the continuous change of life concept, the market penetration of adult incontinence products in China has increased year by year, and the industry of adult incontinence products has developed rapidly. From 2011 to 2021, the market scale increased from 920 million yuan to 7.51 billion yuan, with a compound annual growth rate of 23.36%.
(2) Market scale and growth rate of adult incontinence products in China from 2011 to 2021
Note: the market scale includes home market (hospitals and health care institutions) and retail market.
With the rapid development of the Internet, many enterprises seize the development opportunity of e-commerce channels and combine sales with new Internet retail channels. In recent years, the proportion of online channels of adult incontinence products in China has increased steadily, reaching 24.4% in 2021, with huge room for improvement.
Compared with the stable U.S. market, China's industry is still in the early stage of development, and the industry concentration is low, with Cr5 of 25%. Due to the low industry threshold and weak first mover advantage, the overall industry concentration shows a downward trend.
Unlike women's health and baby care, the popularity of incontinence products industry is inseparable from the catalysis of social welfare policies such as medical security. Essity, the global leader in adult incontinence products, directly listed the reduction of national government social welfare expenditure as an important risk warning in its prospectus.