Research Outline

Adult Diapers Consumer Profile


Obtain the psychographic and demographic profiles of women who purchase all product lines of Always Discreet, Always Discreet Boutique, and Depend. The information will be used to develop a go-to-market strategy.

Early Findings

Overall Adult Diaper Market Insights

  • Approximately 12% of all females suffer urinary incontinence problems in varying degrees.
  • In the U.S., the disposable diapers market is valued at $2.3 billion.
  • Approximately 13 million people in the country have urinary incontinence.
  • Based on this, the estimated number of women using adult diapers in the U.S. was calculated as follows: 12% X 13 million = 1.56 million women.

Depend Consumer Profile