ADULT INCONTINENCE PRODUCTS MARKET ANALYSIS

Adult Incontinence Products Market Size and Trends

The adult incontinence products market is estimated to be valued at USD 13.94 Bn in 2024 and is expected to reach USD 21.52 Bn by 2031, exhibiting a compound annual growth rate (CAGR) of 6.4% from 2024 to 2031.

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Factors such as the rising geriatric population and increasing prevalence of urinary incontinence & other urological disorders among the elderly population as a result of various chronic conditions are driving the demand for adult incontinence products. Additionally, technological advancements in adult incontinence products along with rising awareness regarding hygiene and availability of various choices are further augmenting the market growth. However, social stigma associated with the usage of incontinence products along with the availability of alternative substitutes may hinder the market growth in coming years. Overall, the adult incontinence products market is expected to keep growing over the forecast period supported by innovative product introduction, increased health consciousness, and rapid growth of aging population globally.

Drivers of the Market:

Growing geriatric population

As the geriatric population grows significantly across developed nations, the prevalence of incontinence and other ailments is projected to rise concurrently. Statistical estimates indicate that more than 10% of the global population will be aged 65 years and above by 2050 compared to just under 8% in 2010. This demographic shift poses both challenges and opportunities for the healthcare industry. Age-related deteriorations in continence functions cannot be prevented entirely, though their impacts can certainly be mitigated. Products that help maintain independence and dignity for older adults will see steady long term demand. Absorbent articles currently help millions cope with light to moderate incontinence issues discreetly as part of their daily routines. Further innovations facilitating an active lifestyle even during occasional accidents could attract wider acceptance and capture greater market share over time.

Market Concentration and Competitive Landscape

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Rising awareness and destigmatization

Open discussions on continence issues and dedicated educational initiatives are gradually destigmatizing the need for protective undergarments. Where socio-cultural taboos once discouraged affected individuals from seeking remedies, mainstream media features now spotlight management options liberating millions globally. Growing awareness parallelly informs healthcare practitioners and caregivers to prescribe preferable solutions matching needs closely. Voluntary organizations too play a part through peer support networks and advocacy work. Combined, these efforts help remove disadvantages people may have felt relative to their conditions in the past. With social barriers diminishing, primary as well as secondary preventions could see higher utilization rates. Companies catering to user convenience and discretion would benefit from rising comfort levels regarding commercials and in-store displays too. Overall, destigmatization bodes well for addressing preventable socio-economic impacts of incontinence proactively on a larger scale.

Key Takeaways from Analyst:

The adult incontinence products market has significant growth potential driven by an aging global population and rising prevalence of urinary incontinence among older adults. North America currently dominates the market due to awareness and availability of advanced products. However, Asia Pacific is expected to witness the fastest growth owing to rising healthcare expenditure and growing medical tourism in the region.

Some of the key factors fueling the market growth include increasing life expectancy leading to rise in chronic diseases. Availability of innovative products such as protective underwear and pads is further increasing product acceptance.

High costs of advanced products remain a major restraint to the market. Lack of awareness regarding available solutions is also hindering widespread adoption, specifically in developing nations.

Market Challenges: Social stigma associated with incontinence

Social stigma around incontinence conditions is a major factor holding back the growth of the adult incontinence products market. Due to the taboo nature of involuntary bladder or bowel leakage, many adults suffering from these issues continue to endure them silently instead of seeking medical help or using protection products. They fear negative judgment and embarrassment if their condition is discovered. This social stigma causes underreporting of incontinence prevalence as well. Many choose to isolate themselves and limit social interactions instead of risking accidental leaks in public. This seriously impacts their quality of life and mental health. The stigma also deters them from talking openly about their struggles even with family and friends, making the management of the conditions more difficult. As a result, a significant portion of the potential customer base remains unaware of or does not utilize the variety of effective protection products now available in the market. Market visibility and penetration is hence restricted due to the stigma.

Market Opportunities Emerging markets in developing countries

Emerging markets in developing countries provide promising growth opportunities for the adult incontinence products market. These nations have large and rapidly growing aged populations facing increased risk of incontinence issues. For instance, the WHO estimates that over 20% of adults aged 60 and older regularly experience incontinence episodes in Southeast Asia. With aging populations and lifestyle changes reducing family support structures, the demand for effective and affordable protective undergarments and pads is surging. Several factors make developing markets fertile ground for expansion. Cultural taboos traditionally discouraged open discussion of incontinence, leading to underdiagnosis and low treatment rates even for severe cases. However, attitudes are gradually changing as populations grow more educated and exposed to global media. E-commerce is also opening new distribution channels into previously inaccessible rural regions. Local manufacturers can leverage these trends by educating consumers, partnering with community health programs, and offering discreet home delivery options.

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Insights by product type: Convenient absorbency and discretion

In terms of product type, adult diapers is expected to contribute 48.7% share of the market in 2024. Adult diapers command the largest share of the adult incontinence products market due to their high absorbency and discretion. As people age, urinary incontinence becomes more common and diapers provide reliable protection. Their padded core effectively contains leaks and odors, giving users peace of mind. Diapers come in a wide range of sizes and absorbency levels to suit varying degrees of incontinence. Beefier "overnight" styles provide maximum protection for those with severe cases.

Beyond absorbency, diapers' design prioritizes discretion. Their fitted pants-like shape does not draw unnecessary attention, allowing users to maintain their independence and dignity. Other flat-pad products can slip or be visible through clothing in case of an accident. This privacy factor is vital for improving quality of life, especially as individuals grow older and more self-conscious about their condition. Diapers also have disposal tapes ensuring used products do not separate and cause further embarrassment. Production efficiencies have made diapers affordable for long-term use. With predictable casing, manufacturers benefit from economies of scale in material sourcing and mass production. Retailers then pass on savings through bulk purchasing deals. This has increased accessibility for all demographic and income levels impacted by incontinence. Overall, adult diapers' superior functionality and acceptability as the lowest-stigma option propels their prominence within the industry. New innovations will likely enhance comfort and discretion further to capture aging populations.

Insights by distribution channel: One-stop-shopping convenience

Supermarket/hypermarket is expected to contribute 32.4% of the market share in 2024. Supermarkets and hypermarkets hold the greatest share of the adult incontinence products distribution channel by leveraging their positioning as one-stop-shopping destinations. Busy professionals and families appreciate picking up supplies alongside their regular grocery items to save separate trips. Vast floor space allows retailers to stock whole product lines without difficulty. Shoppers can compare options side-by-side to select the best value or specialized product tailored to their needs.

Check-out is simple within familiar self-serve registers. Regular in-store promotion exposes customers to the category alongside other healthcare offerings. This normalizes discussion around incontinence to decrease stigma over time. Supermarkets also offer subscription and home delivery for those preferring convenient automatic replenishment without a visit. During pandemic lockdowns, these services proved vital for vulnerable groups. Products further benefit from supermarket promotion through end-aisle and loyalty program discounting. Retailers recoup costs via high volumes across all departments. Shoppers thereby access incontinence necessities at lower prices than drugstores or specialist outlets. As a result, supermarkets conveniently provide users everything required under one roof, driving their market leadership within the distribution sphere. Accessibility, value and destigmatization via normalization will likely sustain this channel's primacy.

Regional Insights

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North America has dominated the global adult incontinence products market for several years now. The region is expected to hold 34.4% of the market share in 2024. The region has a large elderly population base that is continually growing due to higher life expectancy rates. With age comes increased risks of incontinence issues. Thus, the demand for various absorbent protection products like pads, briefs, and undergarments remains robust.  Another key factor for North America's leadership is product innovation. Manufacturers in the U.S. and Canada keep introducing novel offerings catered towards consumer needs and lifestyles. For example, thin and invisible products that can be worn discreetly under regular clothes. Such innovative solutions have gained widespread popularity among active aging adults. Additionally, high disposable incomes and favorable reimbursement policies have enabled unabated spending on quality incontinence care.

The Asia Pacific region has emerged as the fastest expanding market globally. Significant elderly population expansion is underway in nations like Japan, South Korea, China ,and India. Cultural taboos around incontinence issues are also gradually fading away in Asia Pacific. Rising health awareness and disposable earnings are encouraging more people to openly seek treatment and manage their condition. Countries across Southeast Asia, Oceania, and the Indian subcontinent present lucrative prospects. Rapid urbanization coupled with expanding middle class segments is propelling the uptake of absorbent hygiene products for improved personal wellness. Foreign companies have ramped up local manufacturing activities to cater to the burgeoning demand cost-effectively. For example, several Japanese giants set up manufacturing bases in China and India over the last decade to establish their foothold.

Market Report Scope

Adult Incontinence Products Industry News

• In 2023, Friends, India's top adult diaper brand, launched Friends UltraThinz, the country's first slim disposable absorbent underpant.
• In 2021, NorthShore Care Supply, a leading brand that offers high absorbency adult diapers and incontinence supplies, announced its expansion in Canada. The company is establishing its facility in Canada and collaborating with direct-to-home retailers such as Healthwick Canada and AgeComfort to increase its revenue.
• In 2021, Ontex launched a new smart adult diaper.
• In 2021, Nobel Hygiene launch campaign for adult diapers

*Definition: The adult incontinence products market consists of various sanitary protection products used by adults suffering from urinary or fecal incontinence. Some key products in this market include adult diapers, adult pull-up pants, adult protective underwear, urinary catheters, bed pads, and skin care products. These products offer absorbency and discretion for users dealing with incontinence issues. The adult incontinence products market aims to improve the quality of life and day-to-day functioning of people experiencing incontinence.

Market Segmentation

• Product Type Insights (Revenue, USD Bn, 2019 - 2031)
  • Adult Diapers
  • Pads
  • Pants
  • Others
• Distribution Channel Insights (Revenue, USD Bn, 2019 - 2031)
  • Supermarket/Hypermarket
  • Online Store
  • Pharmacy & Drug Stores
  • Others
• Regional Insights (Revenue, USD Bn, 2019 - 2031)
  • North America
    • U.S.
    • Canada
  • Latin America
    • Brazil
    • Argentina
    • Mexico
    • Rest of Latin America
  • Europe
    • Germany
    • U.K.
    • Spain
    • France
    • Italy
    • Russia
    • Rest of Europe
  • Asia Pacific
    • China
    • India
    • Japan
    • Australia
    • South Korea
    • ASEAN
    • Rest of Asia Pacific
  • Middle East & Africa
    • GCC Countries
    • Israel
    • Rest of Middle East & Africa
• Key Players Insights
  • DSG International Ltd.
  • First Quality Enterprises Inc.
  • Essity AB
  • Northshore Care Supply
  • Kimberly-Clark Corporation
  • Unicharm Corporation
  • Abena A/S
  • Hollister Incorporated
  • Covidien plc
  • Hengan Group
  • Ontex International
  • and Kao Corporation
  • Attindas Hygiene Partners Group
  • First Quality Enterprises, Inc.
  • Hengan International Group Company
  • Medline Industries LP
  • Paul Hartmann AG
  • The Procter & Gamble Company
  • Unicharm Corporation