Adult Incontinence Products Market Size & Outlook, 2025-2033

Adult Incontinence Product Market Size

The global adult incontinence product market was valued at USD 9,150.21 million in 2024 and is expected to grow from USD 9,672.68 million in 2025 to reach USD 15,094.43 million in 2033 at a notable CAGR of 5.71% in the forecasted period (2025-2033).

Adult incontinence products are designed to manage urinary and bowel incontinence, helping individuals maintain hygiene and comfort despite losing control over their bladder or bowel functions. These products include adult diapers, protective underwear, pads, and liners, each offering varying levels of absorbency and fit to suit individual needs. They are commonly used by older adults, people with disabilities, and those with medical conditions affecting bladder or bowel control.

Industry reports from organizations like the International Continence Society (ICS) and the World Health Organization (WHO) underscore the growing demand for adult incontinence products driven by the increasing prevalence of incontinence-related health conditions. In North America, the National Association for Continence (NAFC) notes that women make up around 75% of incontinence sufferers, influencing the demand for gender-specific solutions. However, male incontinence products are also gaining traction, especially with rising awareness among aging men dealing with prostate-related issues.

As the global population ages, the incidence of urinary incontinence increases, with adult diapers providing reliable protection for older adults. According to the United Nations World Population Prospects 2022, the proportion of people aged 65 and older is growing faster than those under 65, further driving the demand for these products.

Market Trends

Increasing Focus on Biodegradable and Sustainable Products

As environmental concerns grow, the demand for biodegradable and eco-friendly adult incontinence products is on the rise. Consumers and brands alike are becoming more aware of the environmental impact of traditional products, leading to a shift toward sustainable alternatives. Many companies are now incorporating plant-based fibers and compostable adhesives in their products to minimize their environmental footprint. This trend is particularly noticeable in regions like Europe, where regulations on single-use plastics are tightening, and the demand for green alternatives continues to grow.

• For example, in 2021, Procter & Gamble launched a line of adult incontinence products under their Always Discreet brand, which features a more sustainable design, using plant-based materials for the pads' outer layers and reducing plastic content. This move aligns with the European Union's stricter environmental regulations and growing consumer demand for eco-friendly options.

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Adult Incontinence Product Market Growth Factors

Increasing Geriatric Population Globally

The growing elderly population is a key driver of the adult incontinence products market. As people age, they become more susceptible to various health conditions, including chronic obstructive pulmonary disease, diabetes, and urinary incontinence. Older adults often face multiple health issues simultaneously, which increases their need for incontinence products.

• According to the World Health Organization (WHO), the proportion of the global population over 60 years old is projected to nearly double from 12% in 2015 to 22% by 2050. This demographic shift will significantly boost the demand for adult incontinence products worldwide.
• Likewise, the International Institute for Ageing reports that by 2050, six countries China, India, the United States, Japan, Brazil, and Indonesia are expected to have over 10 million people aged 80 or older. These six countries alone will account for 57% of the global population aged 80 and above, further intensifying the demand for incontinence products.

Market Restraint

High Cost of Adult Incontinence Products

The high cost of adult incontinence products remains a significant barrier, particularly in developing regions where disposable incomes are lower. Premium products, known for their superior comfort, absorption, and skin protection, are often priced beyond the reach of cost-sensitive consumers. Moreover, the recurring nature of these purchases due to the consumable nature of incontinence products adds a continuous financial burden. For many users, the need for frequent replacements exacerbates the challenge. In many countries, government subsidies and reimbursement policies for incontinence management are limited, further restricting affordability for a large portion of the population.

Market Opportunity

Increasing Product Innovation & Technology

Rising competition in the adult incontinence product market is driving significant innovation and technological advancements. Companies are increasingly focusing on incorporating new technologies to improve product performance and offer better solutions for urinary incontinence. This push for innovation is also driven by growing concerns over sustainability, as disposable incontinence products see increased demand due to their compatibility with standard waste management systems.

• One example of innovation is Essity's launch of Tena Sensitive Care Pads in 2022. These pads are enriched with Essity’s SkinComfort Formula, specifically designed to address skin irritation a common issue, with 77% of women with bladder weakness reporting discomfort. The product features a skin-friendly layer combined with soft, 100% breathable materials, offering better protection and enhanced comfort for intimate skin.

Regional Insights

North America remains a key region for the global adult incontinence product market, experiencing strong growth due to an aging population, substantial healthcare expenditures, and a culture that embraces the use of these products. As of 2021, the U.S. Census Bureau reported that approximately 56 million people in the U.S. were aged 65 or older, a figure projected to reach 80 million by 2040. This demographic shift significantly drives demand for adult incontinence products, such as diapers, pads, and protective underwear.

Furthermore, Canada mirrors these trends, with over 18% of its population aged 65 or older, and this number is expected to rise. The National Association for Continence (NAFC) highlights how advancements in product design, like breathable materials and superior absorbency, along with cultural acceptance, have further fueled the adoption of incontinence products in North America.

Europe: Rapid Expansion

Europe is experiencing rapid growth in the adult incontinence product market, driven by a significant increase in the aging population. Between 2013 and 2023, the share of people aged 65 and above has risen substantially across the region. Southern Europe, which includes countries like Croatia, Greece, Italy, Malta, and Spain, is the oldest region in the world, with 21% of its population aged 65+. As of January 2023, the EU's population was estimated at 448.8 million, with over 21% aged 65 or older. This demographic shift is creating a substantial demand for adult incontinence products, offering new market opportunities.

Countries Insights

• Japan- Japan has the world’s most-aged population, with 29% of its citizens aged 65 and older (World Bank, 2023), making it a major market for adult incontinence products. As the aging population continues to grow, demand for these products is increasing rapidly. The country’s healthcare system and high level of awareness about incontinence further drive the market, providing opportunities for product innovation and expansion to meet the needs of elderly consumers.
• Germany- Germany represents 25% of Europe’s adult incontinence product market, driven by its aging population, with over 17 million people aged 65 and older. As one of the leading European markets, Germany has seen rising demand for adult incontinence products, particularly due to the growing elderly demographic and increased health awareness. This trend continues to fuel the development and expansion of products tailored to older adults' needs and comfort.
• China - China has an aging population exceeding 200 million people aged 60 and older (National Bureau of Statistics of China, 2023), creating a massive market for adult incontinence products. The rapid growth of this demographic, coupled with the country's evolving healthcare system, is spurring demand for such products. However, the market remains underserved in rural areas, providing significant growth potential for both established and new market players in urban and rural regions.
• India - India's aging population stands at 138 million people aged 60 and older (Ministry of Statistics and Programme Implementation, 2021). Despite the large potential market, awareness of adult incontinence products remains limited, especially in rural areas. As healthcare awareness improves and urbanization accelerates, demand for these products is expected to rise significantly. Expanding distribution networks and educating consumers about incontinence management will be crucial for growth.
• Brazil- Brazil leads the Latin American adult incontinence product market, with over 37 million people aged 60 and older (IBGE, 2023). As the aging population grows, so does the demand for incontinence products, particularly in urban areas. The market is characterized by a mix of local and international brands, with increasing adoption driven by greater awareness and improved product accessibility. This trend offers substantial opportunities for innovation and market penetration in the region.
• Australia- Australia’s aging population, with over 4.3 million people aged 65 and older, has contributed to the rapid growth of the adult incontinence product market, valued at $300 million in 2023 (Australian Bureau of Statistics). The demand for adult incontinence products in Australia is rising due to an increasing elderly population, greater awareness of incontinence, and a preference for high-quality, comfortable solutions. This market is poised for further expansion as more people seek discreet, reliable products.

Product Type Insight

The diapers/pad segment holds the dominant share of the global adult incontinence product market, accounting for the largest revenue. These products offer high absorbency, convenience, and comfort, making them the preferred choice for individuals managing incontinence. Their design, featuring materials that provide protection against leaks and odors, ensures a high level of discretion and hygiene. This segment's continuous growth is driven by increased awareness, a rising aging population, and advancements in product technology that cater to specific needs, such as breathable materials and body-contoured fits.

End-User Insight

The female segment dominates the global adult incontinence product market, capturing the largest market revenue. Women, particularly in older age groups, are more likely to experience urinary incontinence due to factors such as pregnancy, childbirth, and menopause. As awareness and acceptance of incontinence products grow, women increasingly seek discreet, comfortable solutions to manage their condition. Moreover, the variety of available products tailored to women’s needs, such as underwear-style diapers and pads, helps drive this market’s growth. Women’s increasing participation in the workforce also contributes to the demand for convenient, on-the-go incontinence solutions.

Distribution Channel Insight

The supermarket/hypermarket segment is the leading distribution channel for adult incontinence products, capturing the largest market share. These retail outlets provide consumers with easy access to a wide range of products from various brands, often at competitive prices. Supermarkets and hypermarkets are well-established as convenient, one-stop shopping destinations where customers can purchase incontinence products alongside their regular grocery items. The availability of these products in large retail stores ensures greater visibility and accessibility, making them a preferred choice for consumers.

List of key players in Adult Incontinence Products Market

1. Procter & Gamble Co
2. Hollister Incorporated
3. Kimberly-Clark Corporation
4. Unicharm Corporation
5. First Quality Consumer Products LLC
6. Abena Holding A/S
7. Essity
8. McKesson Corporation
9. Hayat Kimya
10. Kao Corporation

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Recent Developments

• May 2024 – PBE, a prominent company in the adult incontinence product market, is investing in the production of plus-size adult incontinence products to cater to the needs of an underserved population segment. This investment reflects the growing demand for inclusivity and tailored solutions for individuals with varying body sizes. With an increasing aging population globally, companies are enhancing their product offerings to meet diverse consumer requirements.

Analyst Opinion

As per our analyst, the global adult incontinence product market is experiencing consistent growth, fueled by key demographic shifts, including the aging population and the increasing prevalence of bladder control conditions. Manufacturers are responding to this demand by focusing on the development of discreet, comfortable, and highly absorbent products that meet the needs of individuals with varying levels of incontinence.

As consumers increasingly prioritize convenience and effectiveness, products such as adult diapers, pull-up pants, and pads are gaining significant traction across healthcare, retail, and online channels. However, the market faces several challenges that could temper its growth. The stigma surrounding incontinence products remains a significant barrier, often hindering consumers from openly adopting these solutions.

While the demand for adult incontinence products is expanding rapidly in emerging markets, particularly in Asia-Pacific and Latin America, these regions still face logistical challenges and price sensitivity among consumers, which can slow widespread adoption. Nevertheless, manufacturers are adapting by investing in product innovation and forging strategic partnerships to enhance accessibility, particularly through e-commerce platforms.