Leaky Boomer Bladders Mean Boom Times for Adult Diapers

In ten years, sales of diapers for adults could surpass those for babies. While birthrates fall, life spans lengthen, and 1 in 3 adults – 80 percent of them women — have bladder control problems. Babies grow out of diapers, but incontinent adults don’t. Marketers at Kimberly-Clark and Procter & Gamble are doing their best to make adult diapers a mainstream item.

Diapers in Japan

“The Nikkei said adult diapers are expected to outsell baby diapers in Japan by 2020, but according to Unicharm, Japan’s biggest diaper maker, the tipping point was in 2011.”