Adult incontinence products market is estimated to witness high growth owing to growing geriatric population and increasing prevalence of urinary incontinence
The Adult Incontinence Products Market is estimated to be valued at USD 13.94 billion in 2024, exhibiting a CAGR of 6.4% over the forecast period between 2024 and 2031. The market is expected to observe significant growth owing to the increasing geriatric population globally and rising prevalence of urinary incontinence among adults. Furthermore, growing awareness regarding treatment options and availability of innovative absorbent adult incontinence products are also contributing to the market growth.
The adult incontinence products market is primarily driven by the growing geriatric population worldwide coupled with rising incidence of urinary incontinence among older adults. Urinary incontinence severely impacts quality of life and it is quite prevalent among the aged people. According to the World Health Organization (WHO), nearly 25-45% of older women and 15-30% of older men have urinary incontinence. Rising health concerns among this demographic segment is leading to higher consumption of protection underwear and absorbent pads. Additionally, the increasing availability of technologically advanced adult diapers, pant protectors, and protective underwear across online and offline platforms is boosting the market growth. Various manufacturers are focusing on innovative product designs, superior absorption capacities, and skin-friendly materials to appeal to wider consumer base suffering from light to moderate incontinence
Growing Geriatric Population
The number of elderly people aged 65 years and above has been steadily increasing over the past few decades. As age advances, the risk of incontinence also increases due to weakening of pelvic floor muscles and other age-related changes in the body. According to the UN, the number of people aged 60 years or over is expected to more than double by 2050 and reach nearly 2.1 billion. This rapid growth of the geriatric population is expected to drive significant demand for adult incontinence products in the coming years.
Increasing Awareness and Social Acceptance
Earlier, incontinence was considered a taboo subject due to social stigma and lack of awareness. However, over time more open discussions, marketing campaigns, and celebrities sharing their experiences have helped normalize the condition and reduce the social stigma. The social acceptance of incontinence has encouraged more people to seek treatment instead of living with shame and embarrassment. Higher awareness levels have also positively impacted the sales of adult incontinence products. Various awareness initiatives by governments, NGOs and manufacturers are further helping remove the social stigma.
High Cost of Advanced Products
While basic adult diapers and undergarments are quite affordable, modern products that offer features like leakage protection, skin-friendly materials, and discrete designs come at a premium. Some of the technologically advanced adult diapers, urine collection bags and interventional devices like artificial urinary sphincters are quite expensive. The high cost can limit the demand from consumers with low disposable incomes. It also restricts frequent changing and bulk purchasing.
Availability of Alternative Solutions
Other solutions like pelvic floor exercises, bladder training, medication, and even minor surgeries compete with the use of incontinence products. Where mild to moderate cases are concerned, people may try behavioral modifications and lifestyle changes before relying on disposable products. Some feel incontinence products belittle personal independence and prefer alternative treatments. Their availability and the 'curability' claim of some alternatives hinder the consistent growth of the market.
Growing Online Sales
The embarrassment associated with buying adult diapers in store deters some users. However, discreet home delivery options alleviate such discomforts and encourage more people to purchase online. E-commerce portals of manufacturers as well as other retailers provide easy access while maintaining privacy. Various brands have expanded their online presence and conducted digital campaigns to tap the opportunity. Online sales are projected to rise significantly in the coming years.
Innovation of Absorbent Materials
Traditional wood pulp-based absorbents take a long time to dry and may cause rashes. On the other hand, revolutionary super absorbent polymers can absorb 50-100 times their weight and allow products to feel almost dry. Manufacturers are coming up with thinner, leak-proof, breathable, and rash-free materials. Constant innovation helps address unmet needs, enhance comfort levels, and uplift brand perception. This motivates repeat purchases and trials by those relying on alternatives presently.
Link - https://www.coherentmarketinsights.com/market-insight/adult-incontinence-products-market-2290
Key Developments
- In 2023, Friends, the leading adult diaper brand in India, introduced Friends UltraThinz, marking the launch of the country's first slim disposable absorbent underpant.
- In 2021, NorthShore Care Supply, a prominent brand specializing in high-absorbency adult diapers and incontinence supplies, announced its expansion into the Canadian market. The company established a facility in Canada and partnered with direct-to-home retailers like Healthwick Canada and AgeComfort to boost its revenue streams.
- In 2021, Ontex introduced an innovative smart adult diaper, enhancing the market with advanced technology designed to improve user comfort and monitoring. This new product reflects Ontex's commitment to integrating smart solutions in personal hygiene, catering to the evolving needs of consumers and caregivers alike. The smart adult diaper aims to provide better absorbency, fit, and real-time feedback, ultimately enhancing the quality of life for individuals with incontinence.
- In 2021, Nobel Hygiene launched a comprehensive marketing campaign to promote its range of adult diapers. This initiative aimed to raise awareness about the importance of incontinence products and to highlight the comfort and reliability of Nobel Hygiene's offerings.
Key Players
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, and Unicharm Corporation
