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Adult Incontinence Products Market

Adult Incontinence Products Market Size, Share & Trends Analysis Report By Product Type (Diaper and Protective Underwear, Pads and Liners, Disposal Bags and Pails, Wipes, Male Guards and Shields, Skin Care Products, Mattress Protectors, Others), By End-User (Male, Female), By Distribution Channel (Institutional Sales, Retail Sales, Online Channels) and By Region(North America, Europe, APAC, Middle East and Africa, LATAM) Forecasts, 2023-2031

Report Code: SRCP54044DR
Study Period 2019-2031 CAGR 7.71%
Historical Period 2019-2021 Forecast Period 2023-2031
Base Year 2022 Base Year Market Size USD 12,465 Million
Forecast Year 2031 Forecast Year Market Size USD 24322 Million
Largest Market Asia-Pacific Fastest Growing Market North America
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Market Overview

The global adult incontinence products market size was valued at USD 12,465 million in 2022. It is estimated to reach USD 24,322 million by 2031, growing at a CAGR of 7.71% during the forecast period (2023–2031).

Incontinence, also known as bladder leakage, can happen at any age. Millions of people throughout the world struggle with adult incontinence. The involuntary flow of urine is referred to as urinary incontinence. On the other hand, fecal incontinence describes the involuntary flow of feces brought on by an inability to control bowel motions. In order to help prevent incontinence, several adult incontinence remedies are offered on the market. Different sanitary items are used by people, which aid in maintaining excellent hygiene. Physical incapacities, ailments, dementia, interminable infections, and portability impedance related to mature age need to use older contemplation items, including sterile napkins and diapers.


  • Diaper and protective underwear dominate the product type segment
  • Female dominates the end-user segment
  • Institutional sales dominate the distribution channel segment
  • Asia-Pacific is the highest shareholder in the global market

Market Dynamics

Market Drivers

Growing Prevalence of Incontinence across the Globe

Adult incontinence is a significant health problem worldwide. It has a considerable social and economic impact on individuals and society. Incontinence prevalence rates rise with aging, and more than 40% of females over the age of 70 are affected. Prevalence rates are even higher in the elderly-elderly and among nursing home patients. The prevalence of incontinence in women is higher than in men in all age groups. In general, the prevalence of incontinence is approximately three times more common in women than in men.

Significant reasons such as pregnancy, childbirth, and menopause increased the prevalence of incontinence in women compared to men. Urinary incontinence affects 200 million people worldwide. In America, 25 million adults, Americans, suffer from urinary incontinence, 75-80% of those in women. Such an increasing number of incontinence cases is fueling the demand for adult incontinence products worldwide.

Growing Geriatric Population with Incontinence Problems Globally

The world population is aging rapidly. According to the U.S. Census Bureau, among the 7.3 billion people worldwide in 2015, an estimated 8.5 percent, or 617.1 million, are aged 65 and older. The lifespans and reduced birth rates, combined with the increasing proportion of the aged within western societies, have rendered the growth of the incontinence products market as aging has been associated with many diseases and disorders.

Urinary incontinence is the most prevalent problem in the geriatric population, particularly among those admitted to nursing homes. Most urinary dysfunction in the elderly is attributable to lower urinary tract disorders, with incontinence as the predominant symptom. ClinMed International Library estimated that incontinence affects about 11-21% of community-dwelling elderly in an Italian study and up to 77% of the residents in nursing homes. Such a high prevalence of incontinence in the geriatric population drives the global adult incontinence market.

Market Restraint

Low Awareness among People about Incontinence Products

The elderly suffer from various ailments such as urinary incontinence and dementia, becoming vulnerable. Incontinence conditions have been inadequately treated and poorly addressed by medical professionals in underdeveloped countries, despite the substantial impact on individual health, self-esteem, and quality of life. The families and caregivers are also embarrassed to speak about any family member suffering from incontinence. Hence, there is a greater need to spread awareness about the issue on a mass scale and ensure a guilt-free and dignified life for the elderly. Many older people assume incontinence conditions are a normal part of the aging process and do not report it to their doctors. Such low awareness among people about incontinence products hampers market growth.

Market Opportunities

Launch of New and Innovative Products

Several significant market players are focusing on increasing their market share in the global market by focusing on strategies. These new and innovative products for adult incontinence for the senior population provide growth opportunities to the market players. In July 2021, Essity, the maker of Tena incontinence and skin care products, launched Tena Stylish Incontinence Underwear. It is a form-fitting incontinence underwear product designed to look like real underwear. It is also designed with a super absorbent core that locks in liquid with maximum absorbency. Moreover, in January 2021, First Quality Products, Inc. introduced a new product Incognito® by Prevail®, a line of 3-in-1 feminine pads with multi-fluid technology. It provides protection, discretion, and support for life's many moments, even the surprising ones.

Regional Analysis

Asia-Pacific Dominates the Global Market

Based on region, the global adult incontinence products market is bifurcated into North America, Europe, Asia-Pacific, and RoW.

Asia-Pacific is the most significant global  market shareholder and is expected to grow at a CAGR of 8.32% over the forecast period. This region's economic growth boosts the consumers' purchasing power. For instance, according to the World Economic Forum report, the consumer class in Asian countries is anticipated to exhibit the most significant growth in the world. India and China will add over 800 million people to the consumer class by 2030. This is expected to boost the expenditure on hygiene products such as adult incontinence. Moreover, a large pool of geriatric people in Asia-Pacific will likely support the growth of the adult incontinence products market in the region. According to the United Nations data, Asia-Pacific was home to 630 million people aged 60 years or over in 2020. This number is anticipated to reach 1.3 billion by 2050. In addition, the prevalence of incontinence in Asia-Pacific is comparatively higher than in other regions. For instance, a 2021 study published in BMC Geriatrics found that the prevalence of urinary incontinence among older women was higher in Asia, at 45.1%. The higher prevalence of incontinence in Asia-Pacific augments the growth of the adult incontinence products market in the region.

North America is anticipated to grow at a CAGR of 7.75% over the forecast period. The large geriatric population and the growing prevalence of fecal and urinary incontinence in the region primarily drive the market in North America. The prevalence of fecal and urinary incontinence among adults in North America further supports the growth of the adult incontinence products market in the region. Numerous studies have revealed that a sizable proportion of persons in North America struggle with bowel or bladder incontinence. For instance, a 2018 study published in Climacteric found that the prevalence of urinary incontinence ranged from 1.7% to 36.4% in U.S. populations. This, in turn, boosts the demand for adult incontinence products.

Furthermore, the prevalence of other disorders such as diabetes, multiple sclerosis, Parkinson's disease, and stroke also augment the growth of the adult incontinence products market in North America. In addition, the availability of adult incontinence products across various distribution channels is likely to boost the development of the market. With supermarkets and hypermarket chains such as Walmart, Costco, and Kroger, customers can access various products, including adult incontinence products.

Europe is expected to grow significantly over the forecast period. The growing geriatric population in Europe is driving the growth of adult incontinence products, as elderly people are the primary consumers of these products. The higher prevalence of diabetes is also one of the driving forces for the adult incontinence products market in Europe, as diabetes, directly and indirectly, contributes to incontinence. According to the International Diabetes Federation, over 61 million adults and 295,000 children and adolescents in Europe were living with diabetes in 2021.

In addition, Europe has the highest number of children and adolescents with type 1 diabetes and the highest incidence rates. The prevalence of fecal and urinary continence in Europe is considerable in Europe. According to several studies, fecal and urinary incontinence affects about 10%-20% of the population of Europe. Further, the substantial prevalence of incontinence among people in Europe is likely to boost the demand for the incontinence products market in the region. The large retail sector in Europe is anticipated to boost the region's distribution of adult incontinence products.

The Rest of the World segment in the market includes sub-regions such as the Middle East and Africa and South America. The presence of a large senior population is majorly driving the growth of the Middle East and Africa sub-region in the market. According to the World Bank, over 26 million people aged 65 and above live in the Middle East and North Africa. Similarly, around 8% of the population in Latin America is 65 years of age or older. As the elderly population is the leading consumer of adult incontinence products, the presence of this population segment in the region drives the market's growth.

Report Scope

Report Metric Details
By Product Type
  1. Diaper and Protective Underwear
  2. Pads and Liners
  3. Disposal Bags and Pails
  4. Wipes
  5. Male Guards and Shields
  6. Skin Care Products
  7. Mattress Protectors
  8. Others
By End-User
  1. Male
  2. Female
By Distribution Channel
  1. Institutional Sales
  2. Retail Sales
  3. Online Channels
Company Profiles Procter & Gamble Co Hollister Incorporated Kimberly-Clark Corporation Unicharm Corporation First Quality Consumer Products LLC Abena Holding A/S Essity McKesson Corporation Hengan International Group Company Limited Kao Corporation
Geographies Covered
North America U.S. Canada
Europe U.K. Germany France Spain Italy Russia Nordic Benelux Rest of Europe
APAC China Korea Japan India Australia Taiwan South East Asia Rest of Asia-Pacific
Middle East and Africa UAE Turkey Saudi Arabia South Africa Egypt Nigeria Rest of MEA
LATAM Brazil Mexico Argentina Chile Colombia Rest of LATAM
Report Coverage Revenue Forecast, Competitive Landscape, Growth Factors, Environment & Regulatory Landscape and Trends
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Segmental Analysis

The global market is bifurcated into product type, end-user, and distribution channels.

Based on product type, the global market is divided into diaper and protective underwear, pads and liners, disposal bags and pails, wipes, male guards and shields, skin care products, mattress protectors, and others. 

The diaper and protective underwear segment is the highest contributor to the market share and is expected to expand at a CAGR of 8.55% throughout the forecast period. Diapers and protective underwear are used by adults precisely when their incontinence condition is severe, and leakages happen more often. Diapers and protective underwear are great options as they can be worn more extendedly and have more absorption capabilities compared to other adult incontinence products. Protective underwear often has a smoother profile and is highly absorbent. Pull-on briefs may leak more throughout the night for restless side sleepers. Therefore, an adult diaper is preferable. Disposable diapers are more commonly used for adult incontinence than reusable diapers as they are more economically convenient.

Adult incontinence products such as soiled adult diapers and pads can be disposed of in disposal bags, which are neat and hygienic. The bags help prevent odor by sealing in moisture and bacteria from soiled diapers. The bags are a need for older people. Disposal bags and pails provide great odor-free defense against the odors associated with incontinence. Disposal of such products is essential to ensure proper disposal and hygiene. Therefore, the growing use of adult diapers has led to an increase in the use of disposal bags and pails.

Based on the end-user, the global  market is divided into male and female. 

The female segment is the most significant contributor to the market and is anticipated to grow at a CAGR of 7.33% during the forecast period. Women experience incontinence more frequently than men for various reasons, including pregnancy, menopause, and childbirth. The female segment is projected to hold the largest market share because of the growing consciousness about ostomy care products and incontinence, the increasing prevalence of post-menopause complications, and the rising number of childbirths. The development of specially designed products for females, such as pessaries, catheters, disposable vaginal inserts, pants, urethral inserts, and pads, has resulted in increasing appeal to women motivating them to purchase the products through offline and online sales channels. As per the study by Urology Care Foundation, almost 1 out of 3 women suffer from stress urinary incontinence. Therefore, an increase in women suffering from stress urinary incontinence influences segment growth.

Incontinence in men is happened due to medical conditions such as Parkinson's disease, diabetes, and enlarged prostate. It may be commonly caused due to various types of surgeries. The rising awareness regarding hygiene and incontinence among the male population is increasing demand. The emergence of specially designed products such as male guards, diapers, and external catheters is expected to increase men's acceptance of these products. These factors are anticipated to augment the demand substantially and the supply of male disposable incontinence products during the forecast period.

Based on the distribution channel, the global market is divided into institutional sales, retail sales, and online channels. 

The institutional sales segment owns the highest market share and is estimated to grow at a CAGR of 7.51% over the forecast period. The institutional sales segment is projected to grow because of the factors such as the rising utilization of catheters in hospitals. A noteworthy increase in the number of home care service providers and favorable reimbursement policy has increased the segment growth. Raising awareness and health consciousness about surgical procedures in hospitals is increasing hospital admissions, thereby influencing the demand for disposable incontinence products in hospitals.

The retail store's segment is estimated to have a dominating incontinence care products market share because of the rising retail purchase of these products and the enhanced utilization of Diapers and absorbents. Increasing exposure to incontinence products and promotions generating awareness is improving the retail sales of the products. Furthermore, the presence of the pharmacy and drug stores in convenient locations such as near hospitals and housing societies enhances product sales through the retail segment.

Market Size By Product Type

Recent Developments

  • January 2023- ProvenMed established an exclusive agreement with Gulf Medical Company, Ltd., a market leader in the sale of medical devices and healthcare solutions. The collaboration agreement permits Gulf Medical to sell and distribute ActivGo® for men, the world's first infection-preventative urinary incontinence management medical device, in the Kingdom of Saudi Arabia (KSA).
  • February 2023- TZMO USA entered a distribution deal with Medline to offer adult incontinence products under the Seni brand in the United States. Seni's incontinence products and skincare brands are accessible in various international locations. Seni products are available in mass merchandisers, pharmacies, nursing homes, assisted living communities, and other global distribution channels.

Top Key Players

Procter & Gamble Co Hollister Incorporated Kimberly-Clark Corporation Unicharm Corporation First Quality Consumer Products LLC Abena Holding A/S Essity McKesson Corporation Hengan International Group Company Limited Kao Corporation Others

Frequently Asked Questions (FAQs)

What is the growth rate for the adult incontinence products market?
The global adult incontinence products market growing at a CAGR of 7.71% from (2023–2031).
Launch of new and innovative products is one of the key trends in adult incontinence products market.
Growing prevalence of incontinence across the globe,growing geriatric population with incontinence problems globally are the key drivers for the growth of the adult incontinence products market.
Asia Pacific region has the highest growth rate in the adult incontinence products market.
Key verticals adopting adult incontinence products include: -Procter & Gamble Co, Hollister Incorporated, Kimberly-Clark Corporation, Unicharm Corporation, First Quality Consumer Products LLC, Abena Holding A/S, Essity, McKesson Corporation, Hengan International Group Company Limited, and Kao Corporation.

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