We all know how in demand baby diapers are but did you know that there’s a new player in town? Yes, the adult diaper market will soon take off thanks to the very known success of Kimberly-Clark’s Huggies diapers brand—with billions of dollars in annual sales. They’re now targeting a different market, not babies or grandparents, but people who are barely over 40.
They advertise these adult diapers with models who’re barely over 40 since they’ve realized the need of adult diapers and that it should be widely accepted by the public.
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“We’re trying to make the product more normal, and even fun, with real people in our ads saying, ‘Hey, I have bladder leakage, and it’s no big deal,’ ” says Jay Gottleib, head of Kimberly-Clark’s adult and feminine-care business in North America.
The Growth of the Adult Diaper Market
The adult diaper market is already rising faster than other paper-based household staple in the U.S. Euromonitor International forecasts a 48 percent increase in sales in the category, to $2.7 billion in 2020 from $1.8 billion last year. This statistic compares with expected growth of 2.6 percent, to $6.3 billion, during that period for baby diapers.
The main solution adult diapers solve is bladder control issues. It’s a well known fact that more than 30% of adults, 80% of them are women, have bladder control issues that come from pregnancy, childbirth, diabetes, obesity, aging, and many more. But targeting a market that’s barely over 40 would require an effective marketing campaign that would make adult diapers look fashionable and widely acceptable.
Kimberly-Clark has recently sponsored a free concert in New York featuring the Grammy-nominated indie pop band Capital Cities to promote its adult products. It even produced a rap video featuring Kimberly-Clark employees wore adult briefs. They used the slogan “drop their pants for underwareness” to spread awareness.
“They’re driving home the point that attractive people in their 40s and 50s or even younger, not just nursing-home residents, can be wearing this under their clothing,” says Marlene Morris Towns, a teaching professor of marketing at Georgetown University.
Different Style for Men and Women
Adult diapers are now available in different styles for men and women. Most look just like regular underwear and come in a variety of colors. We know that adults would be comfortable in buying and even wearing these diapers in time. We all just have to accept that diapers isn’t just for babies anymore.
The bottom line is that these big industries are making it happen. Adult diapers will soon be a thing and we cannot stop it. There are millions of people actually using it today and if you’re looking for the best adult diaper store online, don’t hesitate to visit LL Medico for the best adult diapers in the market!