BEIJING - A special fashion show with a difference at which more than 300 "super" models paraded their own designs was held in Beijing Central Conservatory of Music to enthusiastic audience applause.

Beijing Aged Women Model League performing at the Depend Cup Elderly Fashion Show in Beijing. As the number of elderly people is increasing, about 481 million adult paper diapers for the management of incontinence are being used annually in China, according to official figures.[Photo/China Daily]

"I'm 87 years old," said Gao Yingying, a famous model and the leader of Sunset Glow Model Team. "But I am still busy mountaineering, traveling and participating in social events. It seems I'm not that old, am I?"

Since the first Depend Cup Elderly Fashion Show launched, many elderly people like Gao have responded eagerly. Although their average age is more than 60, the concept of "prizing a happy life" was conveyed by their energy, confidence and happiness.

"Friends and joys, we harvested more in there," said Gao.

Depend Cup is an activity organized and sponsored by Kimberly-Clark Corp, a US-based sanitary care producer, and Golden Times - a local magazine. As an adult diaper brand of Kimberly-Clark, Depend has been concentrating on providing safe and fashionable protection for the elderly.

According to the latest nationwide census by the government, there are 178 million people who are rapidly approaching old age in China, accounting for 13.3 percent of the total population. As the situation continues, they are becoming progressively more susceptible to the conditions that commonly cause incontinence - including diabetes, Benign Prostatic Hyperplasia (BPH), prostate cancer, Alzheimer's, hysterectomies, neurologic diseases and other chronic conditions.

As a result, about 481 million adult paper diapers for the management of incontinence were used in China in 2010. Most users are elderly people more than 65 years old.

For those who suffer from incontinence, there is an urgent demand for more comfortable and discreet protection with excellent absorbent qualities.

According to a report released by global market research company Euromonitor International Inc, the paper diaper for adults has become one of the fastest developing sectors in the worldwide sanitary goods market. Sales of adult paper diapers in Japan reached $1.4 billion last year. The figure was $800 million in China, the nation with the largest number of elderly people in the world.

The report also estimated that the annual growth rate of adult paper diaper sales is expected to be 31 percent around the world in the next two years, with growth in the emerging markets even higher.

In May last year, 67 domestic and foreign paper diaper companies, including Hangzhou Shutai Sanitary Product Co Ltd, China Haoyue Industrial Co Ltd, Kimberly-Clark and Tena - a brand produced by Sweden-based SCA Hygiene Products AB - participated in the 18th China International Disposable Expo in Qingdao, Shandong province. International brands have relatively more sophisticated technologies and designs, while domestic producers have more advantages in their own market and come at a favorable price, industry experts said.

The average price for an adult paper diaper produced by local companies is between 3.5 yuan (55 US cents) and 4 yuan in supermarkets. They are even cheaper at Internet stores. Most foreign brands cost more than 5 yuan. As an article in everyday use, price is an important consideration for customers, especially the elderly.

In addition to the cost, comfort, convenience and practical use also influence customers' choices, with elderly incontinent people wanting to maintain their normal life and dignity when using such products.

"It is incumbent for us to care for the elderly and help them to enjoy their later years as a social responsibility," said Zhang Haiying, Kimberly-Clark Corp's chief executive officer for China. "The introduction of Depend is built on our brand's commitment to our society. We sincerely believe it is common sense to improve life for the elderly."

Other companies have joined in. Anerkang, part of China's Hegan International Group Co Ltd, nationally promoted activities themed "heart-warming" and "caring for the elderly" in nursing homes and hospitals and sponsored free clinics in many cities to provide medical services for elderly people.

Zhang said: "With everyone's effort, our elderly people could approach their advanced years with optimism and an interest in lives and enjoy their later years. Then our society will be more harmonious and stable, more energetic and young."