Incontinence Care Products Market

Incontinence Care Products Market Size, Share & Trends

The global incontinence care products market, valued at US$12.0 billion in 2022, is forecasted to grow at a robust CAGR of 5.6%, reaching US$12.6 billion in 2023 and an impressive US$16.5 billion by 2028. The comprehensive research encompasses an exhaustive examination of industry trends, meticulous pricing analysis, patent scrutiny, insights derived from conferences and webinars, identification of key stakeholders, and a nuanced understanding of market purchasing dynamics.

Market growth is largely driven by the increasing geriatric population and subsequent rise in the prevalence of chronic medical conditions, coupled with rapid urbanization and rising disposable income.On the other hand, the social stigma associated with incontinence care products restrain the growth of this market to a certain extent.

Incontinence Care Products Market Trends

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Incontinence Care Products Market Dynamics

DRIVER: Increasing geriatric population with chronic medical conditions

Incontinence is a common clinical problem, and its incidence is known to increase with age. Certain reports suggest that incontinence is mainly associated with frailty, whereby the ability of the body to cope with stress and physiological functions decreases. The World Health Organization (WHO) has identified incontinence as one of the priorities in the health field as it impacts the quality of life of the older population, leading to psychological, physical, and social consequences.

With the rapid increase in the aging population across the globe, urinary incontinence (UI) is a growing concern. In several large studies of women aged 50 years and above, nearly one-third to two-thirds of women in the US reported UI, while in the UK, it is estimated to affect around 30% to 40% of women. In a previous study for South Korea, UI was reported by 40.8% of female adults aged 30–79 years.

As per the WHO, by 2030, one in six people in the world will be aged above 60 years. The population aged 60 years and above will increase from 1 billion in 2020 to 1.4 billion in 2030. By 2050, this figure will approximately double (2.1 billion). The number of persons aged 80 years or older is anticipated to triple from 2020 and 2050 to reach nearly 426 million.

RESTRAINT: Social stigma associated with incontinence care products

People, especially women, often have to deal with the stigma associated with incontinence and the use of incontinence care products . The Essity 2020-21 survey revealed that 33% of respondents find incontinence the most difficult issue to talk about, even more so than issues such as depression and personal hygiene. It also indicates that incontinence remains a stigma in many parts of the world. While the stigma associated with depression, menstruation, and personal hygiene among women reduces with age, that associated with UI remains constant. Research shows that nearly one in three women in the UK have some form of weak bladder, but they do not address the same.

Stigma related to the use of incontinence care products, such as adult diapers, is very evident in certain countries. In India, for instance, cultural and societal norms identify urinary incontinence as a shameful and embarrassing condition. The reluctance to discuss or acknowledge urinary incontinence has resulted in an environment where adults requiring diapers are ashamed to seek the necessary assistance from family members or their doctors. Many women prefer to hide their condition, leading to social isolation and mental health problems. The lack of access to proper care and support can also cause physical discomfort and health issues.

OPPORTUNITY: Rising adoption of smart diapers

Superabsorbent polymers (SAPs) retain up to 1,000 times their weight in liquids and are used in applications that require high water absorption, quick solidification, and extended fluid retention. SAPs are utilized in a number of everyday products such as hot and cool packs, adult and baby diapers, absorbent and incontinence pads, and feminine hygiene products.

In the current market scenario, conventional SAPs used are non-biodegradable and hold a significant share of landfills across the globe. Hence, investments in the development of SAPs based on renewable materials are anticipated to create new opportunities for the global market. SAPs made of renewable materials are a suitable alternative to petrochemical-based polymers, such as sodium polyacrylate and potassium polyacrylate, currently used in disposable diapers’ absorbent core, among other personal hygiene products.

CHALLENGE: Disparities in reimbursement for incontinence care products

Patients of incontinence generally do not receive reimbursement for absorbent incontinence products. In the US, Incontinence supplies for seniors who qualify for Medicaid may be partially to completely reimbursed. Currently, 45 states and Washington, DC offer some level of reimbursement for absorbent incontinence products. However, Medicare reimbursement coverage allows intermittent catheter (IC) users to be reimbursed for a maximum of 200 sterile, single-use catheters per month.

In Germany, a minimum of 0.2% of the total expenditure of health insurances is allocated to incontinence products such as briefs, pads, or pants. The regulatory process and public-private insurance systems related to incontinence care products are not well-developed in these countries. Hence, manufacturers face challenges targeting countries with a single approach; customized approaches must be followed for greater market penetration.

Incontinence Care Products Ecosystem/Market Map

Absorbents segment accounted for the largest share of the incontinence care products industry in 2022, by product type

Based on product type, the incontinence care products market is segmented into absorbents and non-absorbents. Absorbents accounted for the market’s larger share (67.9%) in 2022. This can primarily be attributed to better ease of use and enhanced leakage coverage, and ease of use. Unlike UTI that is caused by the use of catheters, absorbents such as diapers cause less harm to the patients and are associated with less complications.

Females segment accounted for the largest share in the incontinence care products industry in 2022, by gender

On the basis of gender, the global incontinence care products market is categorized into females and males. In 2022, the female segment held the largest share in the market, by gender. The growth of the segment can be attributed to the high incidence of urinary incontinence among women.

Disposable segment accounted for the largest share in the incontinence care products industry in 2022, by usage

Based on usage, the incontinence care products market is segmented into disposable and reusable. In 2022, the disposable segment accounted for the larger share (82.1%) of the ICP market. This segment is also projected to register the higher CAGR during the forecast period due to the rising demand for single-use products such for the management of urinary incontinence.

Europe accounted for the largest share of the incontinence care products industry in 2022

The incontinence care products market is segmented into four major regions: North America, Europe, the Asia Pacific, and the Rest of the World. In 2022, Europe emerged as the leading contributor, claiming the largest portion of the market share in the incontinence care products industry. With the presence of major players in the region, Europe has witnessed various advancements in the field of incontinence care products. These companies have expertise, resources, and well-established sales networks, contributing to the region’s market dominance. Examples of prominent incontinence care products companies in Europe include Essity Aktiebolag (publ) (Sweden) and HARTMANN (Germany).

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The major players in incontinence care products market are Essity Aktiebolag (publ) (Sweden), The Procter & Gamble Company (US), and Kimberly-Clark Corporation (US), HARTMANN (Germany), and Ontex BV (Belgium). These players’ market leadership is due to their comprehensive product portfolios and expansive global footprint. These dominant market players have several advantages, including strong research and development budgets, strong marketing and distribution networks, and well-established brand recognition.

Scope of the Incontinence Care Products Industry:

This research report categorizes the Incontinence Care Products Market to forecast revenue and analyze trends in each of the following submarkets:

By Region

• North America
• Europe
• Asia Pacific
• Rest of the World

By Product Type

• Absorbents
• Non-absorbents

By Usage

• Disposable
• Reusable

By Gender

• Female
• Male

By Distribution Channel

• E-commerce
• Retailer Pharmacies
• Hospital Pharmacies

By End User

• Home-based Patients
• Hospitals & Ambulatory Surgical Centers (ASCs)
• Other End Users

Recent Developments of Incontinence Care Products Industry

• In May 2023, Cardinal Health established a distribution center in the Greater Toronto Area (GTA) to meet the Canadian healthcare system's medical and surgical product demands.
• In February 2023, Medline partnered with Synthase Collaborative. As part of the partnership, Medline will be the primary supplier of essential medical supplies, including incontinence care products and general nursing supplies to Synthase’s member organizations — Avow, Treasure Coast Hospice, St. Francis Reflections Lifestage Care, and Haven
• In September 2022, Attindas Hygiene Partners announced its innovative new adult disposable incontinence underwear product in North America.
• In July 2022, Essity acquired 80% of the Canadian company Knix, a leading provider of leakproof apparel for periods and incontinence. Post-acquisition, Essity is regarded among the market leaders in the leakproof apparel industry.
• In April 2022, Kimberly-Clark Corporation launched New Poise Ultra Thin Pads with Wings for bladder leaks under the Poise brand.

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