The size of the adult diaper market in 2016 was $9.8 billion, an increase from $9.2 billion in 2015.[1] Adult diaper sales in the United States were projected to rise 48 percent from 2015 to 2020, compared to 2.6 percent for baby diapers.[2] The adult incontinence market in Japan was $1.8 billion in 2016, about 20 percent of the world market.[2]