Adult Hygiene Market Size & Outlook, 2025-2033

Market Overview

The global adult hygiene market size was valued at USD 581.65 billion in 2024 and is projected to grow from USD 606.08 billion in 2025 to USD 842.31 billion by 2033, growing at a CAGR of 4.2% during the forecast period (2025-2033).

In recent years, there has been a surge in the prevalence of urinary incontinence and also a rise in awareness regarding better management of the disease, which increases the demand for adult hygiene. Moreover, the growing geriatric population is further expected to drive the adult hygiene market's growth as urinary incontinence is more prevalent amongst this population demographic.

Highlights

• Feminine hygiene products dominate the product type segment
• North America is estimated to be the largest market shareholder

Adult hygiene encompasses the habits and routines that individuals adopt to maintain cleanliness and foster optimal health during their adult years. It contains personal hygiene practices prioritizing cleanliness, grooming, and overall wellness. Proper hygiene practices enhance physical well-being and positively impact mental health and self-confidence. Adult hygiene products encompass personal care items adults utilize to sustain their hygiene and well-being. The assortment of products comprises adult diapers, incontinence pads, wipes, washcloths, cleaning foams, lotions, and several other products.

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Market Dynamics

Global Adult Hygiene Market Drivers:

Rising Prevalence of Urinary Incontinence

Urinary incontinence is a medical disease characterized by the involuntary release of urine. This condition impacts individuals of all genders and age groups. However, it is more prevalent among older persons, pregnant women, and individuals with chronic illnesses such as diabetes, obesity, and prostate issues. Urinary incontinence affects around 200 million individuals globally, as the International Continence Society (ICS) reported. This presents a significant market potential for adult hygiene products, such as adult diapers and pads, which can effectively address the condition and enhance the well-being of the individuals affected. 

Moreover, the growing recognition and promotion of urinary incontinence and its treatment alternatives, together with the expanding accessibility and cost-effectiveness of adult hygiene products, are propelling the market need for these items. For instance, the International Continence Society (ICS) arranges World Continence Week annually to enhance public awareness while providing education on the condition and its treatment. As a result, these factors are expected to enhance the expansion of the global market.

Global Adult Hygiene Market Restraint:

Social Stigma and Low Awareness

An important obstacle the adult hygiene industry encounters is the negative societal perception and limited knowledge regarding utilizing personal care products. A significant number of individuals, particularly in underdeveloped areas, hesitate to utilize or acquire adult hygiene products due to feelings of embarrassment, shame, and little awareness regarding the advantages of such products. Moreover, certain individuals may interpret these goods as indicative of vulnerability or reliance and may opt for alternate approaches such as cloth, paper, or plastic bags. These limitations impede the expansion of the adult hygiene market and restrict its ability to enter future markets.

Global Adult Hygiene Market Opportunities:

Product Innovation

The adult hygiene industry presents extensive opportunities for innovation and product advancement as customers seek more comfortable, easy, and unobtrusive products that may cater to their requirements and preferences. Notable market trends include the emergence of smart diapers capable of monitoring wetness and notifying users or caregivers, the advancement of biodegradable and environmentally friendly products to minimize the ecological footprint of disposable items, and the customization of products according to the user's gender, size, and absorbency needs. 

For instance, in February 2021, Ontex created an advanced solution to enhance the management of incontinence in patients. This solution includes a high-quality diaper with a printed sensor, a transmitter attached to the diaper, and a mobile application for monitoring and control. This combo precisely measures the saturation level of the diaper and assesses the likelihood of leaking. It notifies caregivers when it is essential to change the diaper. These advancements have the potential to draw in new clients and retain the loyalty of current ones while also providing a distinct advantage in the market.

Regional Analysis

Based on region, the global adult hygiene market share is bifurcated into North America, Europe, Asia-Pacific, Latin America, and Middle-East and Africa.

North America Dominates the Global Market

North America is the most significant global adult hygiene market shareholder and is expected to expand substantially during the forecast period. This can be attributed to the high prevalence of urinary incontinence, the high disposable income, the large aging population, and the availability of cutting-edge and innovative products in the region. The prevalence of urinary incontinence in the United States is estimated to impact approximately 10-13 million individuals. Moreover, the expenditure for managing urine incontinence in the United States alone amounts to USD 16.3 billion, with 75% of this sum allocated to the treatment of women. Thus, the significant occurrence and expenditure on urinary incontinence treatment are expected to stimulate the need for adult hygiene products in North America. Moreover, the market expansion is expected to be enhanced by the existence of domestic manufacturers and the exemption of service taxes for adult hygiene goods.

Furthermore, the growing emphasis on health and hygiene maintenance, along with the convenient accessibility of sanitary products facilitated by the expanded reach of online and offline distribution channels, is fueling the expansion of the regional marketplace. The region is supported by the existence of prominent industry players who are releasing innovative adult hygiene products in the market. For instance, Kimberly Clark Corporation, an American multinational corporation operating in the adult hygiene sector, has created environmentally friendly and disposable adult diapers, sanitary napkins, tampons, and other hygiene products. Similarly, Lola, a start-up established in the United States, provides tampons produced exclusively from 100% cotton that is organically sourced. Over the past few years, there has been a significant surge in awareness surrounding using organic hygienic products in the United States, propelling market expansion.

Asia-Pacific is anticipated to discover the highest growth rate due to its substantial customer base, increasing disposable income, rising elderly population, growing awareness of personal hygiene, and escalating demand for environmentally friendly and biodegradable products. Moreover, the Asia-Pacific region is recognized as a focal point for the emergence of infectious diseases, including the Nipah virus, cholera, and dengue, among others. This has heightened people's health awareness, increasing the utilization of adult sanitary goods, such as hand sanitizers, disinfectants, and antimicrobial wipes. 

Furthermore, market players in this region have witnessed an increase in the introduction of cutting-edge goods for adult hygiene. In May 2023, Friends, the prominent adult diaper manufacturer in India, launched the country's inaugural 'slim' disposable absorbent undergarments known as Friends UltraThinz. This novel solution is specifically designed to meet the requirements of younger adults who suffer from moderate urine incontinence due to causes such as obesity, prostate disorders, and postpartum situations. Moreover, it effectively controls increased blood flow after pregnancy, throughout menopause, and due to endometriosis. This is expected to enhance the growth of the regional market.

Segmental Analysis

The global adult hygiene market is segmented by product type, usability, and distribution channel.

Based on product type, the global adult hygiene market is divided into feminine hygiene products, incontinence garments, disinfectants, hand sanitizers, surgical masks, gloves, surgical caps, antimicrobial wipes, and others. 

The feminine hygiene products segment dominates the global market. Feminine hygiene products are specifically crafted personal care goods intended to facilitate women in maintaining cleanliness and effectively managing their menstrual hygiene. These products manage menstruation, a physiological process in which the uterus releases its inner lining. The feminine hygiene segment dominates the market due to the increasing number of health awareness initiatives and growing awareness of women's health and cleanliness. 

Furthermore, authorities and non-governmental organizations are providing amenities, even in the most isolated regions, to promote the utilization of sanitary pads and feminine hygiene products. For example, the Indian government decreased the GST duty on sanitary napkins and other feminine sanitary items. Moreover, developing novel goods is expected to further enhance this market's growth. FemCap, Inc. has launched FemCycle, a monthly hygiene device that is the sole patented menstrual cup with a no-spill feature, offering up to 12 hours of protection.

Based on usability, the global adult hygiene market is bifurcated into disposable and reusable adult hygiene products.

The term "reusable adult hygiene" often pertains to personal care items intended for adults that are designed for numerous uses, in contrast to single-use or disposable products. The main advantages of these reusable adult hygiene products encompass long-term cost savings, diminished environmental footprint through the reduction of disposable item usage, and frequently, the utilization of natural and breathable materials that enhance user comfort. Thorough cleaning and regular maintenance are essential to ensure these devices' cleanliness and durability. Typically, manufacturers furnish precise care guidelines for each product.

Based on distribution channels, the global adult hygiene market is divided into hospital pharmacies, hypermarkets and supermarkets, online pharmacies, retail pharmacies, and others. "Online pharmacies" are websites or digital platforms that function as retail stores for pharmaceutical supplies and pharmaceuticals. These platforms enable clients to procure prescription and non-prescription pharmaceuticals and other health-related products via the Internet. Online pharmacies' convenience has increased in popularity, allowing individuals to obtain prescriptions conveniently from their homes and have them delivered to their doorstep. 

Online pharmacies specializing in adult hygiene goods generally place a high emphasis on safeguarding consumer privacy and employing discreet packing methods. This ensures clients can purchase personal care products with secrecy and convenience. These factors are the main drivers of the segment's expansion.

List of key players in Adult Hygiene Market

1. Proctor and Gamble Company
2. Johnson and Johnson
3. Carrefour
4. Reckitt Benckiser Group
5. Godrej Industries Ltd
6. ANSELL
7. Braun Melsungen
8. HARTMANN
9. Unicharm
10. Edgewell Personal Care
11. Kimberly-Clark
12. Bella and Masmi

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Recent Developments

• October 2023- Suzano, the leading global producer of market pulp, announced its plan to invest R$490 million (equivalent to around USD 100 million) on a new fluff pulp production line. The increased capacity will allow Suzano to satisfy growing worldwide demand and enhance sustainability benchmarks for absorbent products used in personal hygiene, such as diapers for babies and adults, feminine hygiene products, and pet pads.
• January 2024- Vyld, a company based in Berlin, successfully obtained seed funding in the seven-figure range to introduce the world's first tampon made from seaweed.