Depend 30s Buyers Up 7 Percent as Light Incontinence Care Grows

Adult hygiene products traditionally associated with older demographics are increasingly being adopted by younger adults for daily health management, according to data released on Oct. 26 by donga.com. Rising rates of minor urinary leakage linked to childbirth, physical exercise, and hormonal shifts around menopause are driving demand for early care products among women in their thirties and forties.

Yuhan-Kimberly Reports Growth in Thirty-Something Buyers

Data from Yuhan-Kimberly’s Naver brand store shows that female buyers aged 30 to 40 increased from 33% in April 2023 to 37% in April 2024. Specifically, the proportion of female buyers in their thirties rose by 7 percentage points from 13% to 20% over the same timeframe. Cumulative sales volume for five types of Depend Style liners and pads, which are designed for managing light incontinence, grew by 121% in August compared to the same period in the previous year. Overall brand sales have seen a 6.5% compound annual growth rate over the past five years, while the specific liner and pad product group expanded by an average of 20% annually.

Survey Data Reveals Widespread Minor Symptoms

Industry analysts attribute the sales increase to an early care trend among individuals experiencing mild symptoms at relatively young ages. A 2024 survey conducted by Yuhan-Kimberly found that while about 28% of women aged 30 to 69 reported receiving a formal incontinence diagnosis within the prior three months, roughly 57% reported experiencing concrete symptoms when asked about specific occurrences such as urine leakage during coughing, sneezing, or exercise, or sudden strong urges to urinate. Experts attribute these occurrences across various age groups to weakened pelvic floor muscles following childbirth and hormonal fluctuations surrounding menopause.

Consumer Perceptions Drive Market Expansion

Despite the prevalence of symptoms, public perception often frames incontinence as a condition to conceal, leaving more than 90% of consumers experiencing mild symptoms without dedicated leakage products. Yuhan-Kimberly notes that specialized hygiene items offer significantly higher urine absorption than standard sanitary pads or pantyliners. To shift perceptions toward routine daily management rather than a sign of aging or disease, the company has organized consumer participation events, such as a line dance one-day class held in July and a planned running program for the winter.

Broader Industry Response to Demographic Shifts

As South Korea experiences rapid population aging, total adult diaper supply reached 61,418 tons last year, marking a 6% increase from the previous year and exceeding children’s diaper supply of 54,001 tons for the second year. Other lifestyle brands are entering the market to capture multi-generational demand. Rael has advanced its 360-degree women’s wellness care strategy by introducing organic cotton cover incontinence liners and four types of pads targeting middle-aged and older consumers. Meanwhile, medical device manufacturers have introduced home treatment options, including Coway’s low-frequency stimulation incontinence treatment device TeraSol U and Generalnet’s sitting-type non-implantable treatment equipment.