With the intensification of population aging, the improvement of consumers' awareness of incontinence, and continuous product innovation, the adult incontinence market is showing a significant and steady growth trend. In addition, the rising incidence of chronic diseases, improved accessibility of medical and health services, and increasingly convenient retail channels have also driven the growth of the adult incontinence products market. Along with market growth, manufacturers and brands of adult incontinence products are paying more and more attention to the quality of life of the incontinence group, and are committed to providing more comfortable products to meet consumer needs. Among all hygiene product categories including baby diapers, menstrual care products, incontinence products, and personal cleansing wipes, although the incontinence product category is relatively small in scale, it is indeed the fastest-growing category.
According to Euromonitor International data, all segments of the global adult incontinence market are expected to grow steadily between 2024 and 2029. Among them, the compound annual growth rate (CAGR) of retail adult incontinence products in terms of sales volume is expected to reach 5.5% during this period; that of use adult incontinence products will grow slightly slower, with an expected sales volume CAGR of 3.6%; at the same time, the sales volume CAGR of reimbursable adult incontinence products is projected to be 3%.
"Adult incontinence remains one of the most risk-resistant categories. From 2023 to 2024, the retail segment achieved the strongest growth—with a 3.5% increase in sales volume and a 4.2% rise in nominal sales value. This is driven by the aging population trend, rising income levels, and the gradual reduction of stigma associated with incontinence in both developed and developing regions, especially in North America and the Asia-Pacific region," Qian summarized. "Globally, moderate/severe incontinence products are expected to grow rapidly in 2024 and beyond. This segment is shifting from a highly specialized medical market to a more lifestyle-oriented consumer market, with products featuring better quality, more appropriate sizes, and skin-care functions gaining greater popularity."
Manufacturers in the adult incontinence product market are also full of confidence in future growth.
Ann Hertzfeld, Vice President of Research & Development and Consumer Experience at Principle Business Enterprises (PBE), cited an evaluation data stating: "10,000 people in the United States turn 65 every day, and this trend is expected to continue until 2030. The risk of incontinence for people over 65 may double, mainly due to physiological changes caused by aging and the rising incidence of diseases that are prone to cause incontinence among the elderly population."
Another factor driving market growth is the growing awareness of the existence of incontinence care products and how to purchase them, Hertzfeld added: "As the stigma around incontinence eases, people are more willing to take the initiative to discuss incontinence issues in the early stages, thereby increasing the demand for incontinence care products."
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