ASEAN Adult Diaper Market Size and Share Outlook - Forecast Trends and Growth Analysis Report (2025-2034)

The ASEAN adult diaper market was valued at USD 1.23 Billion in 2024. The industry is expected to grow at a CAGR of 7.20% during the forecast period of 2025-2034. The demand for adult diapers is rising in ASEAN countries due to increased healthcare knowledge and easier access to incontinence care products. The market is further being fueled by healthcare reforms and improved distribution networks. In turn, all these factors have resulted in the market attaining a valuation of USD 2.47 Billion by 2034.

ASEAN Adult Diaper Market Report Summary

Description

Value

Base Year

USD Billion

2024

Historical Period

USD Billion

2018-2024

Forecast Period

USD Billion

2025-2034

Market Size 2024

USD Billion

1.23

Market Size 2034

USD Billion

2.47

CAGR 2018-2024

Percentage

XX%

CAGR 2025-2034

Percentage

7.20%

CAGR 2025-2034 - Market by Country

Indonesia

8.2%

CAGR 2025-2034 - Market by Country

Vietnam

7.7%

CAGR 2025-2034 - Market by Distribution Channel

Online

13.4%

CAGR 2025-2034 - Market by End Use Application

Household

7.8%

2024 Market Share by Country

Malaysia

5.2%

ASEAN Adult Diaper Market Overview

Owing to factors like an aging population, rising disposable income, and more awareness of the issue of incontinence care, the ASEAN adult diaper market is growing at an incredible rate. Innovation in new products, such as discreet, high-absorption, and premium quality products that are well-designed and provide appropriate skin comfort, are the main market trends. This also includes innovative product design, such as night-use and gender-specific diapers. Procter & Gamble, Kimberly-Clark Corporation, and Unicharm are some of the major companies that are extending their portfolios and improving their distribution networks in the ASEAN area. Considering the evolving customer demands, the companies pay increased attention to affordability and accessibility within the region.

ASEAN Adult Diaper Market Growth

Rising population of older people in ASEAN countries is fueling the demand for adult diapers in ASEAN regions. With healthcare systems becoming more advanced and more people becoming conscious of incontinence problems, there is a push towards manufacturing comfortable, discrete, and gentle-on-skin products. The firms are continuously introducing products with features catering to special needs of aged users such as longer wear duration and ease of use. End use application channels such as hospitals, nursing homes, and care centers, is one of the ASEAN adult diaper market's main niches. Bulk orders and customized solutions are growing as healthcare facilities concentrate on enhancing patient comfort and care. The niche prioritizes dependable, cost-efficient products suitable for long-term use in institutions.

Key Trends and Recent Developments

The key trends of the ASEAN adult diaper market include product innovation, value-added offerings, environmentally friendly solutions, and growing e-commerce.

February 2025

FemCare UltraThin, GreenCore Solutions Corp.'s first tree-free feminine care brand, was formally introduced in Europe. FemCare UltraThin, created for today's sophisticated consumer, offers a high-performance, environmentally friendly, tree-free substitute for conventional feminine care products by combining outstanding absorbency, an ultra-thin profile, and antibacterial protection.

August 2024

For overnight use, Aire introduced a heavier-absorbency diaper that can contain two liters of pee, or up to six urine voids. A consumer venture capitalist provided seed funding of US$500,000 (S$655,700) in March 2024.

September 2023

Temu announced the opening of its website in the Philippines, formally entering the Southeast Asian market. With locations in Asia, Europe, North America, South America, and Oceania, Temu has now set up 38 locations worldwide. With the Philippines as its first location, this entry into the Southeast Asian market has accelerated quickly.

May 2023

The first 'slim' disposable absorbent underpants in India were introduced by Friends UltraThinz, the flagship brand of the massive Indian diapering company Nobel Hygiene Pvt Ltd. Younger consumers with light incontinence brought on by obesity, prostate problems, and postpartum incontinence are the target market for this new product. It also works well for endometriosis, menopause, and excessive blood flow after pregnancy.

Expansion of Online Sales Channels

Due to changes in consumer shopping habits and rising internet usage, online retailing is becoming more important as a distribution channel, boosting heavy demand in the ASEAN adult diaper market. Different brands of adult diapers like Lazada, Shopee, and Tokopedia are making the products easily accessible to both urban and rural consumers through online marketplaces. In nations like Thailand and Indonesia, where online selling is growing in popularity, this behavior has grown particularly common.

Product Innovations for Comfort and Discretion

With regards to product offerings in the ASEAN adult diaper market to have the emphasis on comfort and discretion now becoming a trend, producers are developing ultra-thin and high-absorbent diapers, which offer better skin protection and bulk. Brands like Procter & Gamble's "Always Discreet" and Unicharm's "Moony" provide thinner designs without sacrificing absorbency, which makes them more comfortable and discrete for customers, especially in metropolitan areas.

Growing Demand for High-End Products

Premium adult diapers with enhanced absorbency, comfort, and skin protection are becoming more and more popular among consumers. The need for high-end features including odor prevention, breathable fabric, and leakage protection is being driven by high-income groups in Malaysia and Singapore, thereby accelerating ASEAN adult diaper market revenues. For instance, Kimberly-Clark's "Depend Fit-Flex" is positioned as a high-end item that provides more comfort thanks to its soft fabric and adjustable waistband.

Increasing Shift Towards Sustainable Materials

There is a noticeable trend toward green and biodegradable adult diapers due to rising environmental concern. Companies are concentrating on utilizing less plastic and eco-friendly materials like plant-based fibers, thereby boosting heavy demand in the ASEAN adult diaper market. In order to cater to consumers who are concerned about the environment and are searching for sustainable incontinence treatments, companies like as Bambo Nature are launching biodegradable goods.

ASEAN Adult Diaper Market Opportunities

Growing middle-class populations in ASEAN economies like Vietnam and Indonesia present enormous potential for development of the adult diaper manufacturers. Incontinence product sales are expected to rise in line with rising healthcare awareness and improved living standards. Companies can concentrate on producing high-quality, reasonably priced products that meet regional demands and increase market share through hospitals, assisted living centers, and healthcare facilities. By offering bulk goods and specialized solutions that meet institutional demands, companies can form alliances with healthcare providers can guarantee steady product demand and sustainable growth.

ASEAN Adult Diaper Market Trends

The demand for adult diapers in ASEAN nations is expected to be fueled by the rapidly aging population including Japan, Thailand, and Singapore. Manufacturers can leverage this rapidly growing opportunity by developing specialized products catering to the elderly's care needs. Moreover, the rising healthcare awareness and enhanced healthcare infrastructure within ASEAN member states are pushing for an increase in adult diaper usage. The demand for reliable incontinence products in nursing homes, hospitals, and home healthcare is one of the main growth drivers. ASEAN's environmentally conscious and biodegradable adult diaper market is also driven by customers who increasingly seek sustainability in their products. To keep up with this growing trend, businesses are now placing a strong emphasis on sustainable raw materials and production methods, especially in cities.

ASEAN Adult Diaper Market Restraints

• The use of high-end adult diaper products is limited by price sensitivity among customers in growing ASEAN economies, making it challenging for businesses to introduce luxury goods in cost-sensitive markets. This poses a significant challenge in the ASEAN adult diaper market growth.
• Cultural stigma towards incontinence and adult diapers in a few ASEAN nations may reduce mass acceptance and frequent use, particularly among aged populations, on overall market development.

ASEAN Adult Diaper Industry Segmentation

The EMR’s report titled “ASEAN Adult Diaper Market Report and Forecast 2025-2034” offers a detailed analysis of the market based on the following segments:

Market Breakup by Products

• Pad Type Diapers
• Pant Type Diapers
• Contour Cloth Diapers

Market Breakup by Distribution Channel

• Offline
• Online

Market Breakup by End Use Application

• Hospitals
• Nursing Homes
• Household
• Others

Market Breakup by Region

• Singapore
• Malaysia
• Thailand
• Philippines
• Indonesia
• Vietnam

ASEAN Adult Diaper Market Share

Market Insights by Product

In the ASEAN adult diaper market, pad-type diapers are becoming increasingly popular since they are convenient and reasonably priced, especially for at-home care. Due to factors like comfort, modesty, and suitability for active users, like those in nursing homes or the elderly, pant-type diapers are becoming more and more popular. Contour cloth adult diapers are also gaining ground in the market among eco-conscious consumers due to their recyclable nature and environmentally friendly image. Since they satisfy a range of customer demands for comfort, convenience, and sustainability, these product categories are propelling regional market expansion.

Market Analysis by Distribution Channel

Offline channels, such as pharmacies, supermarkets, and medical facilities, have increasingly boosted the ASEAN adult diaper market revenues. On the other hand, the growth of online channels is being fueled by the growing use of e-commerce platforms like Lazada and Shopee. Online shopping is convenient, provides home delivery, and offers a wider selection of products, particularly in urban regions. The region's market is expanding as a result of this move to e-commerce, which gives customers more options for products and streamlines direct-to-consumer transactions. This market segment is projected to grow at a CAGR of 13.4% over the forecast period.

Analysis by End Use Application

With the growing need for adult diapers for patient care, especially for patients who are bedridden for extended periods of time, hospitals have boosted the ASEAN adult diaper market value to a great extent. Nursing homes also contribute to growth since geriatric care facilities need large quantities of affordable, comfortable supplies for the residents. Use of incontinence products in households is also rising as more people, especially the elderly, look for discreet and dependable solutions. In order to meet specific needs, other end use applications like caregivers and healthcare providers are launching specialized products, which is increasing market demand in all industry sectors.

ASEAN Adult Diaper Market Regional Analysis

Singapore Adult Diaper Market Opportunities

The demand for adult diapers in Singapore is increasing with an aging population and high healthcare awareness. Both premium and environmentally friendly adult diapers are gaining popularity due to a well-established healthcare infrastructure and rising interest in elderly care. Online sales also play a major role in driving accessibility.

Malaysia Adult Diaper Market Insights

Malaysia's increasing aged population and urbanization are propelling the adult diaper demand. Growing healthcare awareness and government measures for eldercare are driving growth. Incontinence solutions are becoming popular as affordable and trustworthy options, especially in urban areas.

Thailand Adult Diaper Market Growth

Growing disposable money and an aging population are driving up demand for adult diapers in Thailand. As the healthcare sector's attention shifted to the elderly, especially in hospitals and assisted living facilities, incontinence solutions have become increasingly popular. Convenience and comfort are the primary determinants of product selections in the nation.

CAGR 2025-2034 - Market by

Country

Indonesia

8.2%

Vietnam

7.7%

Philippines

7.4%

Thailand

XX%

Malaysia

XX%

Singapore

XX%

Philippines Adult Diaper Market Outlook

The Philippines adult diaper market is driven by the country's aging population and expanding middle class. The need for more simple and reasonably priced treatments is growing as more people become aware of the need of treating incontinence. Both rural and urban areas are seeing an increase in online distribution and internet media distribution through pharmacies.

Indonesia Adult Diaper Market Dynamics

The adult diaper market in Indonesia experiences huge demand due to its the nation’s aging population and increased awareness of health issues. Sales are being driven by Indonesia's vast geography and urbanization, particularly in its major cities. The market is expected to grow at a CAGR of 8.2% over the forecast period.

Vietnam Adult Diaper Market Growth

The adult diaper market in Vietnam is being driven by the country's growing population and economic expansion. Growing disposable budgets and awareness of elder care are driving the demand for incontinence solutions. High-end and environmentally friendly diapers are becoming more and more popular, especially among urban consumers, in addition to traditional retail and online growth.

Competitive Landscape

ASEAN adult diaper market players are looking to add new features to their product lines, such as eco-friendly goods, skin-friendly fabrics, and improved absorbency. Additionally, ASEAN adult diaper companies are looking to expand their distribution networks, get into online markets, and meet the rising demand for high-end, comfortable goods.

Unicharm Corporation

Incorporated in 1961 and headquartered in Tokyo, Japan, Unicharm Corporation has become a major player in the ASEAN adult diaper market. The company is well-known for creating cutting-edge hygiene products that prioritize comfort and absorbency while meeting a wide range of consumer needs.

Abena Group

Abena Group is a well-known manufacturer of adult diapers. The company puts massive emphasis on eco-friendly goods and high-quality incontinence care products for both medical and personal use. The company's headquarters are located in Denmark, and it was founded in 1953.

ANPERS INDUSTRIES SDN. BHD.

ANPERS INDUSTRIES SDN. BHD. was founded in 1993 and is headquartered in Malaysia. With an emphasis on comfort and absorbency for senior care and incontinence issues, the company manufactures trustworthy and reasonably priced adult diapers for the market.

Kimberly-Clark Corporation

One of the top manufacturers of personal care and hygiene products, including adult incontinence pants, is Kimberly-Clark Corporation. Its headquarters are in Irving, Texas, in the United States, and it was founded in 1872. Huggies and Depend, two of its excellent, cutting-edge incontinence products, are widely used throughout the ASEAN region.

Startup Scenario in the ASEAN Adult Diaper Market

New market entrants are current targeting two main objectives: developing sustainable and biodegradable goods and advancing absorbency technologies. They are increasingly launching products with enhanced skin protection, employing eco-friendly ingredients, and incorporating clever technologies like moisture sensors in order to capitalize on the growing demand for high-end, green products.

Aire

Aire is an emerging adult diaper firm that was founded in 2023. In order to provide the highest levels of comfort, absorbency, and airflow, Aire's products combine state-of-the-art technology with environmentally friendly manufacturing methods, with the aim of upending the adult diaper market.