Domestic technical textiles Industry Segment-wise consumption of ...

Incontinence Diapers
Incontinence diaper also known as adult diapers are for people with loss of bladder control which
typically applies to people in the age group of 70 years and more. Incontinence diapers are disposable
single use products specifically designed to absorb and retain fluids. The diapers are typically made of
the absorbent material of cellulose with poly-beads to convert fluid into gel. The non-woven material
is placed on top for dry feeling.
Product characteristics
The baby diapers are generally available in two sizes medium and large with an overall snug fitting.
The typical product characteristics are as given below:
1. Super absorbent polymer should ensure complete dryness and prevent growth of bacteria
2. Super absorbent should quickly convert liquid to gel
3. The non-woven used should be hydrophilic and absorb fluids fast
4. Fastening mechanism, optionally adjustable.
5. The cover should be breathable
6. Optional, leg guards to prevent leakage
Market dynamics and key growth drivers
According to 2001 census India has in excess of 30 million adults with age equal and above 70 years.
The number is set to increase with increasing medical care available to the population. The
incontinence products are used for aged people who find it difficult to control the bladder, a certain
percentage of this population. The incontinence products are expensive and have low penetration. The
penetration of adult diapers is very low and restricted to urban retail market and medical institutions
around the country. The medical institutions account for about 40% of the adult diaper market volume
wise. The rest is through retail markets.
The future market would be driven primarily by increased awareness, penetration coupled with drop
in product prices.
Key manufacturers of adult diapers
The adult diapers are primarily imported by almost all companies and marketed with different
packaging in the domestic market (similar to the baby diapers). Kimberley-Clark Lever with Depend
and Godrej-SGA with Tena are the major branded players in the market. The other players are Elder
Hartmann, Nobel Hygiene Care with Friends and Diaper India (Total Care). The spunbond non-