"Adult Diapers Outgrow 'Senior Product' Label... Sales Surge as 30s and 50s Join the Market"

Yuhan-Kimberly's Sales Up 20% from January to April
Clean Country Also Rises 18%
Breaking the Stereotype of "Products Only for the Elderly"
People in Their 30s to 50s Now Account for 60% of Purchases

As the population ages and the number of elderly people rises, the domestic adult diaper market is also experiencing rapid growth. Previously, adult diapers were mainly perceived as products for home care of the elderly, but recently, the market has been expanding quickly as the customer base broadens to include not only seniors who enjoy outdoor activities but also those in their 30s and 50s.

Product images of Depend by Yuhan-Kimberly (left) and Medifriends by Clean Planet (right).

According to the household goods industry on June 17, sales of Yuhan-Kimberly's adult diaper product line increased by more than 20% year-on-year during the January to April period this year. Considering that last year's annual sales were also up about 20% compared to the previous year, this marks two consecutive years of growth. Sales of Clean Country's adult diaper line are also rising noticeably. Sales from January to April this year grew by 18% compared to the same period last year, and annual sales in 2025 also rose 11% year-on-year.

An industry official said, "It is noteworthy that, even in a situation where overall growth in household goods has slowed due to recent consumption stagnation and economic uncertainty, adult diapers are maintaining double-digit growth."

The domestic adult diaper market was previously formed around demand from home care patients—such as those who are bedridden—and those aged 70 and older. However, there has recently been a significant expansion of the customer base, with demand growing among seniors who actively enjoy outdoor activities such as hiking and running, as well as among people in their 30s and 50s with mild urinary incontinence. According to Yuhan-Kimberly, in April of this year, 60% of all adult diaper purchasers were in their 30s to 50s, a proportion that is increasing every year.

In response to these changes, companies are strengthening their product lineups tailored to different usage environments and purposes, and are shifting their marketing strategies to target younger consumers. Yuhan-Kimberly has expanded its adult diaper brand "Depend" lineup beyond products for bedridden patients to include active, semi-active, and men's products. The company has also established dedicated facilities at its Chungju plant to further increase future supply. Clean Country's adult diaper brand "Medifriends" added "Slim Underwear" for active seniors last year, and this year added overnight products, continuing to expand its portfolio.

The industry expects future market competition to move beyond simply price and functionality, shifting toward driving changes in consumer perception. As a result, major manufacturers are focusing on promoting adult diapers as health management products that are not just for the extremely elderly or home care patients, but can also be used routinely by younger people.

An industry official said, "In order to lower the psychological barrier to buying adult diapers, we are moving them from baby product sections to women's product sections, and are indicating sizes on underwear-type products as is done with regular underwear. With the simultaneous trends of aging, an increase in active seniors, and growing demand for health management, we expect the market's growth to continue for the foreseeable future."

This content was produced with the assistance of AI translation services.