The adult diaper market - Italy

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 sales.an 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.