Public data shows that the current aging population in China has grown to 260 million. Of these 260 million people, a considerable number of people are facing problems such as paralysis, disability, and long-term bed rest.This part of the population who is incontinent due to various reasons, All need to use adult diapers. According to the statistics of the Household Paper Committee, the total consumption of adult incontinence products in my country in 2019 was 5.35 billion pieces, an increase of 21.3% year-on-year; the market size was 9.39 billion yuan, an increase of 33.6% year-on-year; the market size of adult incontinence products industry is expected to be 11.71 billion yuan in 2020. A year-on-year increase of 24.7%.
Adult diapers have a broad market, but compared with baby diapers, they need a completely different business model. There are many small and medium-sized brands, a fragmented market structure, and a single product selling point. In the face of many problems in the industry, how can companies stand out and successfully reap the dividends of an aging society?
What are the current pain points in the adult incontinence care market?
The first is that the concept and cognition are more traditional, which is also the biggest pain point in the current market.
Like our neighboring country, Japan, they are aging very fast. The whole society is very calm about using adult diapers. They feel that when they reach this age, they must use this thing. There is no such thing as face and dignity. It’s ok to help yourself solve the problem.
Therefore, in Japanese supermarkets, the shelves of adult diapers are larger than those of baby diapers, and their awareness and acceptance are also high.
However, in China, due to long-term cultural and conceptual influences, the elderly found that they had leaked urine, and most of them would not admit it. In their opinion, only children leak urine.
In addition, many elderly people have experienced difficult years, and they find it wasteful to use adult diapers frequently for a long time.
The second is that the market education of most brands stays at the initial stage.
The adult care market is still in the stage of market education, but the market education of most brands is still at the initial stage, just using basic benefits or low prices to communicate with consumers.
However, the significance of adult diapers is not only to solve the most basic problems, but also to liberate the living conditions of the elderly. Brands should be expanded from functional education to higher emotional levels.
Post time: Oct-15-2021