The aging process accelerates, leveraging the tens of billions of market space

The aging of our country's population is getting higher and higher. The population of the elderly over 60 is growing at a rate of about 7 million per year, but the penetration rate of adult diapers is far behind the level of developed countries such as Japan and the United States. According to data released by the Office of the National Committee on Aging, the total number of disabled elderly people who need to use adult incontinence products nationwide is nearly 40 million, and the domestic adult incontinence product market is nearly 10 billion yuan. With the increase of national consumption power, the acceleration of the aging process, the support of policies and the change of the concept of elderly consumers, my country's adult incontinence products will usher in a blowout development under the background of low penetration rate and high-speed growth in purchasing power.

Technological advancement promotes product upgrading, and the core technology has laid a barrier for the industry. The growth of adult diapers is related to the background of the times and technological progress. The development process has roughly experienced four eras: the initial era, the era of technological transformation, the era of independent excretion, and the era of diversified products. Generally speaking, diapers can be specifically divided into four parts: surface covering layer, flow guide layer, absorbent core layer and bottom layer from top to bottom. Absorption speed, re-permeation amount and side leakage are the three major indicators for evaluating diapers. The design of "absorbent core layer" and "flow guide layer" is the key to determining the above indicators. The key technology for the production of "absorbent core layer" and "flow guide layer" of diapers has laid the barriers to entry in this industry.

Hundreds of high-, middle- and low-end brands contend, and offline channels and online platforms are working together

At present, high-end products and simple products coexist in the adult diaper market, and competition among international brands, domestic well-known brands and local brands is becoming increasingly fierce. Since the Chinese people’s attitude towards adult incontinence products is different from that of baby diapers, they are more inclined to buy more cost-effective domestic products; at the same time, the sales volume of medical institutions accounts for a relatively large proportion of the total sales, taking into account market demand and prices, etc. Factors, medical institutions are also more willing to cooperate with domestic brands. In addition, adult incontinence products companies are constantly expanding sales channels outside of medical institutions and e-commerce platforms, and the sales share of elderly care products convenience stores and micro-businesses are also gradually increasing.