The development and market changes of adult diapers

As the population ages and awareness of incontinence care increases, the adult diaper market in Southeast Asia is expanding rapidly. In six key countries—Indonesia, Thailand, Vietnam, Malaysia, the Philippines, and Singapore—the demand for adult incontinence products is growing as more citizens enter old age. For example, Thailand has a population of approximately 71.7 million, with 16.3% of its population aged 65 or older as of 2024, making it an “aging” society and rapidly approaching “super-aging” status. Similar demographic shifts are occurring across the region, driving demand for adult Diapers And related hygiene products to support elderly care.

In terms of market size, the adult diaper market in ASEAN (including these six countries) is estimated to be worth approximately USD 1.23 billion by 2024. This figure reflects the currently low adoption rate of adult incontinence products in the region—compared to Western countries and Japan, adoption rates in Southeast Asia remain relatively low. In fact, the adoption rate of adult diapers in Southeast Asia is estimated to be only around 3%, while in Japan and North America, the adoption rate reaches 70-80%. The low usage rate indicates significant growth potential. Industry forecasts indicate that the ASEAN market will experience robust expansion: it is projected to double by 2034 (reaching approximately USD 24.7 billion), with a compound annual growth rate (CAGR) of 7.2% from 2025 to 2034. In the fastest-growing markets, individual countries may see even higher growth rates. For example, Indonesia's adult Diaper Industry is projected to grow at an annual rate of approximately 8.2% over the next decade, with Vietnam following closely behind at 7.7%. Overall, the adult diaper industry in Southeast Asia in 2024 is characterized by rapid market growth but remains relatively nascent, driven by demographic pressures and increasing acceptance of incontinence solutions.