North America adult incontinence products market recorded a revenue of US$ 2,952.52 million in 2022 and is forecast to exceed a market valuation of US$ 5,645.43 million by 2031, registering a CAGR of 7.62% during the projection period from 2023 to 2031.
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Adult incontinence affects millions of people worldwide. There are various adult incontinence products in the market, including liners, sanitary pads, disposable sheets, urinary catheters, etc. The demand for these products is rising as the population grows and health concerns increase. With an estimated 6.5 million Americans suffering from urine incontinence and 3.4 million from fecal incontinence, the adult incontinence products industry in North America is worth US$ 2.95 billion. An aging population is the main force behind market expansion. The number of Americans 65 and older is likely to increase by 115% from 74.6 Mn in 2019 to 157.779 Mn by 2060. The number of people with illnesses that cause urine or fecal incontinence will significantly rise due to this demographic shift.
Disposable absorbent goods make up the great majority of the market for adult incontinence products in North America, accounting for more than 80% of all sales in 2021. Reusable absorbent items and other goods, such as cosmetics and cleaning supplies, make up the remaining 20% of the market. Despite not traditionally being considered adult incontinence products, these goods can be crucial in controlling the condition. Whereas pads and liners, which accounted for 58.9% of sales in 2021, were the market sector with the highest market share for disposable absorbent products. The remaining segment of the market is made up of underwear, briefs, and other clothing.
Rising Elderly Population: The demand for adult incontinence products is increasing quickly, along with the older adult population in the US and Canada. Numerous variables, such as an aging population, deteriorating health, and greater knowledge of the choices for managing incontinence, are responsible for this rise.
The adult incontinence products market is growing owing to the rise in the geriatric population. Over the following two decades, it is expected that the number of persons aged 65 and older would nearly double in both the US and Canada. Age-related illnesses like dementia, Parkinson’s disease, and stroke that can cause incontinence will become more common as a result of this expansion.
The market for adult incontinence products in North America is being driven by both an aging population and a decline in health status. People with chronic illnesses like diabetes and heart disease are more likely to have complications that could result in incontinence as they live longer. For instance, heart disease can result in changes in hormone levels and weakened blood vessels that can induce urinary leakage. Stroke can harm the nerves that control bowel and bladder function. A person with diabetes may have nerve damage that affects the bladder’s ability to store urine.
According to data from the Rural Health Information Hub, the elderly population in the United States is likely to grow by 80% from 2020 to 2050.
Growing Focus on Innovation: North America region’s declining health immunization rate offers market players enormous opportunities to broaden and improve their product portfolio. Aiming to appeal to both older and younger generations, these advancements. The younger generation and the aged population are currently being impacted by problems including obesity, childbirth, and prostate procedures, which make up a sizeable amount of market sales and drive an increase in the incidence of inconsistent behavior.
The utilization of smart technology in the shape of wearable sensors underneath adult diapers may increase with more research and development into intelligent diaper sensors. Thus, it will be easier for caregivers to provide incontinent people with more specialized care.
Low Awareness and Social Stigma: The demand for adult incontinence products may be hampered by low awareness and social stigma around their use. Urinary or excrement leakage that is not voluntary is caused by the condition known as urinary incontinence, which is frequent in the elderly but affects the entire community. The stigma associated with pee incontinence on a social, cultural, and even personal level makes it a serious problem even if it is not a life-threatening illness. Due to pee incontinence, the majority of people fear or worry about being treated differently, which can lead to feelings of hopelessness, shame, embarrassment, and regret.
Due to the vast number of older people living in the country and the significant amount of money they spend on incontinence goods, the US is the market leader in North America for adult incontinence products. The demand for personal care items, such as adult diapers, has grown as a result of the nation’s rising obesity rate, as well as the growing health risks linked with childbirth and post-traumatic stress disorder.
About 33 million women and men in the country endure regular urges and urine incontinence as a result of an overactive bladder, according to the American Urology Association. Additionally, the prevalence of bedwetting has increased, which has significantly increased the demand for adult incontinence products worldwide.
The report points out that although a small number of major multinational corporations now control the adult incontinence products industry in North America, there is still space for smaller firms to expand. Our research shows that the top five competitors—Essity AB, Procter & Gamble Company, Cardinal Health, Inc., Kimberly-Clark Corporation, and B. Braun—hold a market share of more than 60%. On the other side, with more than 200 producers worldwide, the global market is very fragmented.
The market for adult incontinence products in North America is extremely competitive, with numerous major companies contending for market dominance. Companies must in such a situation have a clear grasp of their place in the market and what they must do to maintain or increase their market share.
Some of the Top Market Players Are:
- B. Braun
- Cardinal Health, Inc.
- Domtar Corporation
- Drylock Technologies NV
- Essity AB
- Kimberly-Clark Corporation
- Medtronic Plc
- Ontex Group
- Principle Business Enterprises, Inc.
- The Procter & Gamble Company
- Other Prominent players
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With a market share of 34.3% in the North American incontinence products market, the protective incontinence garments segment maintained its dominance while expanding at the highest growth rate throughout the course of the forecast period. Adult incontinence goods’ primary market is the elderly population, which bodes well for the sector. Additionally, customers in their later years are becoming more engaged than in the past. For instance, incontinence products are being improved and developed by making them more discrete, cozy, and thin.
The disposable product segment held a market share of over 80%. While the reusable products segment is expanding at a CAGR of 5.2%. Given the significant demand for disposable male diapers and catheters among Americans, the disposable category will maintain its market dominance.
- Protective Incontinence Garments
- Cloth Diaper
- Disposable Diaper
- Disposable Underwear
- Pads and Liners
- Male Guards
- Belted Under Garments
- Beltless Under Garments
- Disposable Sheet
- Urine Incontinence Bags
- Leg Urine Bags
- Bedside Urine Bags
- Urinary Catheter
- Suprapubic Catheter
- Indwelling Catheter
- Intermittent Catheter
- Disposable Products
- Reusable Products
By Distribution Channel
- E-commerce Websites
- Company Websites
- Specialty Stores
- Drug Stores
By End Users
- Skilled Nursing Facilities
- Long Term Care Centers
- The U.S.
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