A few decades back, adult diapers only popped up as footnotes in wellness discussions. Fast-forward and today, these products are the first line of defense for people with urinary and/or bowel incontinence.
Adult diapers excel other incontinence products in their exceptional discretion. Designed to resemble traditional underwear, the briefs fit snugly around the waistline and tuck discreetly into outer garments. They’re a step up from obtrusive incontinence aids like penile sheaths, and invasive products like bladder catheters.
Moreover, there’s an adult diaper size for every wearer. Many brands implement sizing charts on their websites, enabling their customers to hone in on proper brief sizes quickly.
But how did we get here, and what does the future hold for the adult diaper industry?
Read below as we put those questions in perspective.
Tripping Down Memory Lane: The Origin of Adult Diapers
Adult diaper history traces back to the end of the 1800s, when the first diaper-like clothing materials were mass-produced. Unlike contemporary incontinence briefs, these earlier products were quite large and rather obtrusive.
The earlier versions of adult diapers were also less absorbent, making them great for babies but inefficient for grown-ups. But like modern briefs, they were fashioned from various washable fabrics.
During the 1940s, people began experimenting with what could be considered earlier iterations of modern-day booster pads.
Incontinent patients inserted tissue papers into rubber pants to help soak up their urinary discharges. Unfortunately, these products became unbearably uncomfortable, especially during hot weather.
It was not until the 1960s that the modern version of adult diapers became a reality.
The ‘60s were marked by a tremendous interest in space exploration. As astronauts would spend days in space, it was necessary for them to wear highly absorbent undergarments to soak up urinary discharge during their space odysseys.
Initially, female astronauts wore a version of incontinence briefs known as “disposable absorption containment trunks.” The clothing, later called “Maximum Absorbency Garments (MAGs),” was held together by a zipper. Each astronaut received three MAGs: one for use during launch, the other for reentry, and the third as a spare in case they were to wave off reentry and retry it later.
While female astronauts enjoyed the benefits of MAG diapers for adults, their male counterparts had to contend with uncomfortable and ill-fitted collection pouches.
After hearing positive news from their female colleagues, male astronauts ditched their pouches for the containment trunk. The demand for adult diapers went into hyperspeed soon after.
Most reputable adult diaper brands today, including Superio, are NASA-inspired.
During the ‘70s, adult diaper manufacturers began to experiment with reusable tapes and more absorbent materials, notably superabsorbent polymers (SAPs). However, the briefs were still quite uncomfortable due to their plastic backing.
The ‘80s and ‘90s marked a significant increase in adult diaper manufacturers. Some of these brands are credited for waging aggressive awareness campaigns against the negative stigma associated with adult diaper wearers.
A Look at the Industry Today
Over a century, adult diapers evolved from makeshift wearables to more technologically advanced briefs. The industry has notably experienced rapid growth in the last decade.
According to Grand View Research, the global adult diapers market size is estimated at USD 28.65 billion in 2025. The industry has reportedly registered a compound annual growth rate (CAGR) of 12.7% from 2019 to 2025, underscoring the sustained demand for incontinence briefs.
Europe dominates the global diapers for adults market, accounting for over 30% of all incontinence briefs in circulation. This trend is marked by a significant increase in the geriatric population, particularly in Italy, Germany, France, Spain, and the United Kingdom.
However, Japan holds the lead in terms of national adult diaper consumption. The country’s aging population accounts for the boom in the adult diaper market. Many people consider wearing these briefs more convenient than enduring long queues in public bathrooms, which aren’t always hygienic.
Since 2011, the demand for adult diapers in Japan has outpaced baby diapers.
China and India also account for a substantial share of the global adult diaper demand.
Being the two most populous nations, it’s understandable that public restrooms in China and India can be quite chaotic. Therefore, many people would rather wear incontinence briefs than use the bathrooms.
Some adult diaper users also prefer wearing these briefs while traveling on a train.
One noteworthy trend in the current adult diaper industry is the emergence of accessories like booster pads.
Booster pads are designed to be worn underneath regular incontinence briefs, helping maximize outer diapers’ absorbency capacity. Compared to regular sanitary pads, diaper pads are soft, comfortable, and superabsorbent.
A Sneak Peek at the Future of Adult Diapers
According to several market research organizations, the demand for adult diapers is projected to continue unabated.
Fortune Business Insights reports that the global adult diaper market is poised to hit $29.83 billion in 2032. Like previously, Europe is expected to dominate the market share.
Findings by Allied Market Research predict an even bigger boom in the demand for adult diapers over the next decade. The research body estimated the global incontinence briefs market size at $17.6 billion in 2022 and predicts the industry will hit $38.2 billion by 2032, representing a CAGR of 8.2% during the forecast period.
Factors Driving the Demand for Adult Diapers
Countries with the highest demand for adult diapers have one striking similarity – a remarkable increase in the aging population.
For instance, 28% of the Japanese population comprises seniors. Italy follows with 23%. In Portugal, Finland, and Greece, the percentage of the geriatric population is slightly under 22%.
Old age is marked by a gradual decline in the control of pelvic floor muscles – the muscles that regulate bladder and bowel movements. That explains the high demand for adult diapers among geriatric populations.
Below are other factors driving the demand for incontinence briefs;
1. Increase in Incontinence Prevalence
Despite being synonymous with the geriatric population, incontinence can affect people from all age groups.
Expecting moms can develop incontinence, particularly during their last trimester. There’s also a close nexus between mental health and incontinence. Mental conditions like anxiety, depression, and dementia may all manifest in the loss of bladder control.
Besides, people with certain mobility impairments often need to wear adult diapers. It allows them to empty their bladder without enduring the pain of accessing the bathroom.
As the overall global population (not just the geriatric population) increases, we’re likely to witness a surge in medical conditions commonly managed with adult diapers.
2. Focus on Product Differentiation
The shift from generic to personalized products is another key driver of growth in the adult diaper industry.
Modern incontinence briefs come in flexible sizing options to suit different wearers. Unlike previous diapers that were sized primarily based on waist measurements, contemporary briefs also take into account the thigh and belly measurements.
This enhances access to adult diapers for users with unique middle-body contours.
3. Insistence on Variety
Original adult diapers mostly resembled the traditional tab-style briefs worn by babies. However, the market now teems with other stylish options, such as pull-ups.
Pull-ups are pant-like incontinence briefs, highly prized for their discretion. These incontinent underwear are a stark contrast from regular tabbed diapers, which are notorious for protruding above the waistline. To wear a pull-up, you simply slip your legs into the openings and draw the briefs up your waist.
Besides tab-style and pull-up diapers, incontinence briefs come in disposable and reusable options.
Disposable diapers for adults are ideal for occasional users, such as long-haul travelers. Meanwhile, regular adult diaper wearers should consider reusable briefs. These diapers are designed with robust fabrics that withstand multiple washes before fraying or wearing out.
Still on variety, there has been a tremendous surge in incontinence briefs designed for both bladder and bowel incontinence. These products vary primarily in positioning their core absorbency layer, enabling users to pick a brief that aligns with their incontinence type.
Variety is also evidenced in the introduction of gendered adult diapers. While most incontinence briefs are unisex, many brands now provide gender-specific options.
Female incontinence patients can select briefs engineered with their genitalia in mind. Similarly, there are diapers meant specifically for addressing male incontinence.
The introduction of gendered incontinence briefs has stimulated more interest in adult diapers, further increasing the demand for these products.
4. Enhanced Affordability
The adult diaper market is subject to the dynamics of demand and supply. Thanks to a sustained proliferation of diaper manufacturers, the price of these once-exclusive products is now within the reach of the average consumer.
Many brands offer fantastic deals with a view to seizing dominance of their respective markets.
Grown up diapers are notably discounted for bulk orders, with some stores offering generous rewards through referral programs.
5. Decreased Negative Stigma
Initially, diapered adults were highly stigmatized. Being spotted in these useful incontinence aids was almost like a taboo.
But thanks to shifting attitudes, many people have since embraced the need for adult diapers. Incontinent patients no longer have to look over their shoulders while shopping for adult diapers.
Countries like Japan have even conducted international adult diaper awareness campaigns to sensitize the general public on the significance of these incontinence aids.
Besides, reputed diaper brands like Depend have historically demonstrated their commitment to combating negative stigma associated with incontinence briefs.
6. Need for Enhanced Convenience
Adult diapers are no longer manufactured exclusively to address morbid incontinence. The products have acquired extra applications, as more people embrace their convenience.
Some pilots and drivers wear incontinence briefs during long-haul trips. It minimizes frequent bathroom visits, enabling them to stay focused on the path ahead.
Incontinence briefs have also piqued the interest of professional divers who must remain submerged continuously for several hours.
What Factors Might Impact the Industry’s Bullish Outlook?
Numerous studies predict a promising future in the adult diaper market. However, one significant development may disrupt the industry, even if only temporarily – Trump’s tariffs.
Shortly after his inauguration, President Donald Trump began implementing his campaign pledge to “make America great again” by announcing a slew of tariffs on imports into the United States. Trump signed several executive orders to that effect, before putting a 90-day pause on the tariffs for most countries in early April. However, he raised the tariffs on Chinese goods to 145%.
If the 90-day pause elapses and the tariffs previously imposed on other countries come back into effect, then the trend will most certainly impact the adult diaper market.
We might experience a temporary surge in the price of diapers for adults, even for locally made diapers. That’s because brands may still need to import manufacturing equipment and packaging materials.
Besides, China has since hit back at the United States with a reciprocal tariff of 125% on US goods. As the two nations continue to size each other up in an unprecedented trade war, some adult diaper brands may adopt a wait-and-see approach before resuming or scaling up their operations.
Harnessing The Market’s Fortunes
Despite Trump’s tariffs, we’re unlikely to witness a dramatic slump in the demand for adult diapers, at least not in the long term.
Incontinence briefs have since become a necessity for people with reduced bladder and/or bowel functionality. And as the global population increases, it’s only logical to predict a corresponding surge in the demand for adult diapers.
For astute investors, now is the time to take your chances in the adult diaper industry. The market offers several entry wedges.
While most investors prefer to set up adult diaper retail outlets, there are also remarkable opportunities for manufacturers and distributors. Besides, you could explore other underexploited areas, such as providing adult diaper subscription services.
Consumers can equally capitalize on the reduced negative stigma against adult diaper wearers by shopping for these products more confidently.
Adult Diaper Industry Projections: Tapping Into a Bullish Outlook
Numerous surveys by reputable market research organizations paint a bullish picture of the adult diaper market.
If you’ve always mulled investing in the incontinence brief industry, now is the time to take the plunge. Simply research your target audience’s pain points and provide products that address their unique incontinence needs.
For adult diaper wearers, the most glaring challenge is finding reputable suppliers. If you’re new to these revolutionary incontinence aids, the thumb rule is to test-drive brands before committing fully to their products.
