The market for adult diapers, disposable underwear and absorbent pads is growing fast, up to nine per cent last year to $9 billion, having doubled in the last decade, according to Euromonitor.
“What we are doing is trying to let people know that incontinence, even among young people, is normal,’’ said Unicharm spokesman, Hitoshi Watanabe. In the U.S., market leader Kimberly-Clark has this year given its 35-year-old Depend brand a makeover, introducing thinner, softer and more fitted products that can be worn discreetly, in an effort to make them more acceptable.The changes are just the latest in a decade-long attempt to win over consumers, which started with manufacturers dropping the ‘diaper’ label, to loosen the association older customers might have with a loss of control in their life.
Manufacturers have been particularly keen to win over women, who are more than twice as likely as men to experience bladder weakness, due to childbirth.Kimberly-Clark has reached out to them directly over the years in light-hearted ad campaigns featuring actresses Whoopi Goldberg and Kirstie Alley.
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Adult diaper keep? These are gay adult... Not adult alone
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