Prepared for Steven C. | Delivered February 1, 2020
Adult Diapers Consumer Profile
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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.
Overall Adult Diaper Market Insights
of all females suffer urinary incontinence problems in varying degrees.
In the U.S., the disposable diapers market is valued at
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:
= 1.56 million women.
Depend Consumer Profile
Those who are
over 55 years old
comprised the majority of consumers who are purchasing Depend products.
Asians and African Americans
are the main buyers of this brand.
Majority of those who are purchasing this brand earn around $
60,000 and below.
no college education
and no kids are the top buyers of Depend products.
buy the product
to fill up or stock up their storage shelves at home.