Golden year comfort: business strategy of adult diapers launch in Thailand

Thailand is the third-largest Asian country with a rapidly aging population. According to Krungsri Bank's report, “Aged Society: Embracing Challenges and Unlocking Opportunities,” Thailand is expected to become a "Super-aged society" by 2029, meaning that 20% or more of the population will be aged 65 or older. There is a significant healthcare need in this market, with substantial growth potential. This study aims to explore the market potential, consumer behavior, competitive landscape, demographic trends, and strategic approaches to expand the adult diaper market in Thailand, particularly given the country’s aging population and shifting healthcare needs, with a focus on the business-to-business (B2B) sector. Given this opportunity, the business plan will provide an overview of the marketing plan, operations, and financial projections for the health & elderly cases’ needs, and consumer health products in emerging markets.