{"id":7312,"date":"2016-03-28T10:54:40","date_gmt":"2016-03-28T17:54:40","guid":{"rendered":"http:\/\/BigJimIndustries.com\/wordpress\/?p=7312"},"modified":"2016-03-28T11:53:28","modified_gmt":"2016-03-28T18:53:28","slug":"adult-diapers-explode","status":"publish","type":"post","link":"https:\/\/bigjimindustries.com\/wordpress\/2016\/03\/28\/adult-diapers-explode\/","title":{"rendered":"Adult Diapers Explode"},"content":{"rendered":"<p><em><a href=\"http:\/\/www.bloomberg.com\/news\/articles\/2016-02-11\/the-adult-diaper-market-is-about-to-take-off\" target=\"_blank\">from Bloomberg Business<\/a><\/em><\/p>\n<h1>The Adult Diaper Market Is About to Take Off<\/h1>\n<p><em>Sales of adult incontinence garments in the U.S. could equal those of baby diapers in a decade.<\/em><\/p>\n<p>by\u00a0<a class=\"author-link\" href=\"http:\/\/www.bloomberg.com\/authors\/AQMg-UNA810\/carol-hymowitz\" target=\"_blank\" rel=\"author\" data-tracker-category=\"nav\" data-tracker-label=\"author_link\" data-tracker-action=\"click\">Carol Hymowitz<\/a>,\u00a0<a class=\"author-link\" href=\"http:\/\/www.bloomberg.com\/authors\/AGx6r5ez4M4\/lauren-colemanlochner\" target=\"_blank\" rel=\"author\" data-tracker-category=\"nav\" data-tracker-label=\"author_link\" data-tracker-action=\"click\">Lauren Coleman-Lochner<\/a><\/p>\n<p><img decoding=\"async\" src=\"http:\/\/assets.bwbx.io\/images\/ieMRB0q3Y7NE\/v1\/488x-1.jpg\" alt=\"\" width=\"480\" \/><em>Source: Depend<\/em><\/p>\n<p>Thanks to the endless determination of parents to keep baby bottoms dry, Kimberly-Clark\u2019s Huggies diapers brand has become a global powerhouse, with billions of dollars in annual sales. But the target consumers for one of the company\u2019s latest diaper lines aren\u2019t infants\u2014or even their aged grandparents. Instead, ads for its Depend Silhouette line of disposable incontinence briefs feature laughing, long-legged models who look barely over 40. The personal-care giant has been aggressively running the fashion-style marketing pitches in mainstream magazines and on television, because adult incontinence is a market that\u2019s recently become too big\u2014and lucrative\u2014to remain in the shadows.<\/p>\n<p>\u201cWe\u2019re trying to make the product more normal, and even fun, with real people in our ads saying, \u2018Hey, I have bladder leakage, and it\u2019s no big deal,\u2019 \u201d says Jay Gottleib, head of Kimberly-Clark\u2019s adult and feminine-care business in North America.<\/p>\n<p>Growth in the adult-diaper market is outpacing that of every other paper-based household staple in the U.S. Euromonitor International forecasts a 48 percent increase in sales in the category, to $2.7 billion in 2020 from $1.8 billion last year. That compares with expected growth of 2.6 percent, to $6.3 billion, during that period for baby diapers. And in only a decade, sales of diapers for adults could surpass those for babies at Kimberly-Clark and rival Procter &amp; Gamble. As birthrates fall and life spans lengthen, the companies figure there\u2019s plenty of room for expansion, because babies grow out of diapers, but incontinent adults usually don\u2019t.<\/p>\n<p>[ <a href=\"http:\/\/www.bloomberg.com\/news\/articles\/2016-02-11\/the-adult-diaper-market-is-about-to-take-off\" target=\"_blank\">click to continue reading at Bloomie&#8217;s<\/a> ]<\/p>\n","protected":false},"excerpt":{"rendered":"<p>from Bloomberg Business The Adult Diaper Market Is About to Take Off Sales of adult incontinence garments in the U.S. could equal those of baby diapers in a decade. by\u00a0Carol Hymowitz,\u00a0Lauren Coleman-Lochner Source: Depend Thanks to the endless determination of parents to keep baby bottoms dry, Kimberly-Clark\u2019s Huggies diapers brand has become a global powerhouse, [&hellip;]<\/p>\n","protected":false},"author":26,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[8],"tags":[],"class_list":["post-7312","post","type-post","status-publish","format-standard","hentry","category-weirdness"],"_links":{"self":[{"href":"https:\/\/bigjimindustries.com\/wordpress\/wp-json\/wp\/v2\/posts\/7312","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/bigjimindustries.com\/wordpress\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/bigjimindustries.com\/wordpress\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/bigjimindustries.com\/wordpress\/wp-json\/wp\/v2\/users\/26"}],"replies":[{"embeddable":true,"href":"https:\/\/bigjimindustries.com\/wordpress\/wp-json\/wp\/v2\/comments?post=7312"}],"version-history":[{"count":0,"href":"https:\/\/bigjimindustries.com\/wordpress\/wp-json\/wp\/v2\/posts\/7312\/revisions"}],"wp:attachment":[{"href":"https:\/\/bigjimindustries.com\/wordpress\/wp-json\/wp\/v2\/media?parent=7312"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/bigjimindustries.com\/wordpress\/wp-json\/wp\/v2\/categories?post=7312"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/bigjimindustries.com\/wordpress\/wp-json\/wp\/v2\/tags?post=7312"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}