Adult Incontinence Products Market Size - By Product Type, By Consumer Group, By Age Group, By Category, By Size, By Price, By Distribution Channel, Growth Forecast, 2025 - 2034

Adult Incontinence Products Market Size

The global adult incontinence products market size was estimated at USD 16.4 billion in 2024. The market is expected to grow from USD 17.2 billion in 2025 to USD 27.4 billion in 2034, at a CAGR of 5.3%, according to the latest report published by Global Market Insights Inc.

• The growth of aging population is a major driver for the market. Chronic ailments including diabetes, obesity, Parkinson's disease, and detrusor overactivity following surgery are significant contributing factors to the increase of incontinence products across all age ranges, and poorly managed chronic illness are likely to limit bladder function or mobility, necessitating secure management of incontinence.
   
• As healthcare systems move towards elderly intervention and improved quality of life, the market is responding with innovative products that deliver improved absorption, skin protection and comfort. This shift away from aging population is diversifying the consumer base and enabling consistent growth in the market.
   
• Manufacturers are investing significantly into R&D for product development. Contemporary adult diapers feature much thinner profiles, breathable materials, odor control, and moisture-wicking fabrics. These advancements in technology and design all contribute to enhanced discretion, comfort, and skin friendliness or painless use. These advances can lead to more widespread acceptance of adult products by aging consumers with chronic conditions that make them dependent on adult incontinence products.
   
• Adult diapers are commonly used due to convenience and effectiveness in hospitals, nursing facilities, and home care. Adult diapers are popular due to their versatility among individuals like caregivers and any other type of institution with incontinence challenges.
   
• Asia Pacific region leads the market share in adult incontinence products market due to the growth in elder population and care needs. The rise of elder population in Asia is growing rapidly which leads to more incontinence products to be used both in home and institutional care settings. Health conditions that are age related continues to be on the rise leading to the need of incontinence products.
   
• The growing knowledge of hygiene and elder care increases the availability of products in retail and digitally. The redesign of incontinence products, comfort, and discretion has increased the acceptance of incontinence products in the elderly population.
   

Adult Incontinence Products Market Trends

• The market continues to see steady growth because of demographic shifts toward aging population and rising prevalence of chronic health issues which is driving a broader and more regularized need for incontinence management across various care settings.
   
• Incontinence product manufacturers are now focusing not only on innovation and absorbency but also on factors such as control and ergonomic design because the growing integration of smart technology such as moisture sensors and variable monitors are improving product performance while still allowing for discrete and dignified use.
   
• Sustainability positively impacts product development, with an emphasis on biodegradable materials, reusable formats and deontologically acceptable materials. Sustainability plays a key role in brand position and consumer preferences in the marketplace.
   
• Digital platforms have a significant impact on distribution channels, and because of the associated privacy, convenience and personalized purchasing experiences consumers are now more willing to buy their products in the online marketplace - especially for home-based care.
   
• Adult incontinence products are developed based on gendered options which provide varied levels of absorbency and tailored options for different mobility and health styles. It reflects a shift towards more personalized care, and an improved user comfort experience.
   

Adult Incontinence Products Market Analysis

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Based on product type, the market is divided into adult diapers, protective underwear, pads & liners and others (incontinence pants, incontinence briefs, etc.). In 2024, adult diapers held the major market share, generating a revenue of USD 7.3 billion.
 

• Adult diapers are the most absorbent and the complete form of absorbent products. These are multifunctional, applicable for home use, institutional use, or post operative use. Adult diapers have now emerged as the most popular method of managing incontinence
   
• Manufacturers hold the responsibility of demonstrating the improvements to the designs of adult diapers through thinner profiles, more breathable materials, and odor-controlling technologies comforting, skin friendly materials, allowing users to feel comfortable managing their incontinence routine.
   
• Incontinence reaches a wide and more informed consumer as they destigmatize their need for hygiene products without sacrificing dignity, consumers are now searching for products that enable hygiene without embarrassment. Adult diapers support this area by providing a discrete, reliable, and convenient product, generating healthy growth for the category through various sectors, including retail or healthcare.
   

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Based on the distribution channel, the adult incontinence products market is segmented into offline and online. The offline segment held the largest share, accounting for 64.3% of the global market in 2024.
 

• Pharmacies, grocery stores and specialty stores give immediacy of product availability and familiarity with brands, making them preferred channels for consumers who value convenience and reliability for their purchases.
   
• Hospitals, nursing homes, and long-term care homes rely heavily on offline distribution network for bulk purchases, ensuring continuity of supply and awareness of the clinical standards for product standards in their incontinence care processes.
   
• First time consumers and older consumers want to be able to see in-store assistance and experience product comparisons, which physical channels afford through trained staff and physical access to different product formats.
   

Based on the category, the adult incontinence products market is segmented into reusable and disposable. The disposable segment dominated the market, accounting for more than 65% of the global market in 2024.
 

• A disposable product affords a single-use function, maximum hygiene and minimal handling experience, which is critical for caregivers and healthcare entities, requiring infection control along with immediate disposal of waste.
   
• Hospital, nursing, and long-term care facilities view disposable products as the best option when requiring bulk purchase of products. Disposable adult incontinence products give you an assurance of standardized quality per item, ease of use and reduced regulatory compliance paperwork and the volume of product in these facilities contributes to market volume overall.
   
• Disposable products are available in pharmacies, supermarkets and specialty stores, which makes selection easy for consumers. Their brand exposure and versatile product formats, along with the consumer experience with brands increases their usefulness. Disposable products tend to be the product the consumer will try if they are a first-time user or repeated buyer.
   

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In 2024, the U.S contributed significantly to the adult incontinence products market, generating revenue of USD 3.7 billion.
 

• The U.S. elderly population in the U.S. is steadily increasing and there is a heightened awareness about health conditions associated with aging. With aging at the forefront of healthcare, adult incontinence is increasingly recognized as a manageable condition. Individuals as well as caregivers are willing to seek credible options that allow them to manage this condition, which is generating steady demand within retail and institutional channels.
   
• The preference to age at home is increasingly preferred across North America which is driving demand for incontinence products that support dignity, independence and usability. Caregivers and family members are increasingly involved in the selection of products for themselves, but they select the same trusted brands and reliable offline channels whenever possible to ensure a consistent supply.
   

Europe adult incontinence products market is growing at a CAGR of 5.1% during the forecast period.
 

• The market in Europe is a mature market that continues to innovate. Manufacturers are focused on discreet product formats that promotes skin health while also being mindful of submission to environmental considerations via investments into designs that produce biodegradable or reusable formats.
   
• Regulatory frameworks for healthcare quality, reimbursement, and environmental impacts have stimulated investments into product designs that optimize efficiency in distribution and design. One of the key elements driving innovation continues to be the introduction of purpose made materials that are ergonomic, combined with expanding consumer demand for premium products that are compatible with lifestyle situations in homes and care settings.
   

Asia Pacific adult incontinence products market is leading the market and growing at a CAGR of 5.8% during the forecast period.
 

• The market in Asia Pacific represents a rapidly expanding landscape that reflects evolving consumer expectations. This market segment is characterized by a growing orientation toward comfort and discrete products. Awareness and normalization of care for incontinence, accompanied by sustained investment in retail infrastructure and the facilitation of health care delivery, has created much broader access to care.
   
• New product innovations that suit cultural preferences and lifestyle situations are an aspect that manufacturers are adapting. The multitude of regional suppliers, as well as the positive impact of more institutional purchasing, can also be attributed to Asia Pacific’s innovation and volume leadership.
   

Middle East and Africa adult incontinence products market is growing at a CAGR of 5.6% during the forecast period.
 

• Adult incontinence products industry in the Middle East & Africa is growing due to factors such as growing awareness, changing demographics, and changing consumer expectations. Evolving demographics such as improved life expectancy and a growing geriatric population have increased demand for discreet, comfortable and appropriately aimed solutions.
   
• Urbanization and healthcare infrastructure improvements have allowed for wider access to care, while they increased nominalization for incontinence management is slowly reducing stigma. The modernization of retail and the presence of online distribution channels have improved product availability, especially in urban centres.
   

Adult Incontinence Products Market Share

• The top companies in the market are Essity AB, Kimberly Clark Corporation, Attends Healthcare, B. Braun Melsungen AG, Ontex Group, Unicharm Corporation contributing around approximately 35% of the market in 2024. These prominent players are proactively involved in strategic endeavors, such as mergers & acquisitions, facility expansions & collaborations, to expand their product portfolios, extend their reach to a broad customer base, and strengthen their market position.
   
• Essity AB Is it global hygiene and health company that specialises in personal care, professional hygiene, and medical solutions. It sells personal care products for adults and children, and can sell direct to consumers and hospitals, nursing homes, and other institutional market segments. It promotes its commitment to sustainability and product innovation and responsibility, and improving people’s well-being through skin friendly, high performance and effective hygiene solutions.
   
• Kimberly Clark corporation is a global leader in the manufacture of personal care and hygiene products. The company is best known for its depend on and poise brands in the adult incontinence category, leveraging absorbency technologies with the customer centred design. It has a robust presence in retail, healthcare and ecommerce channels. The company recognises the need to innovate stainability, and consumers are choosing the brand for their comfort, reliability and discrete protection.
   

Adult Incontinence Products Market Companies

Major players operating in the adult incontinence products industry are:
 

• Abena
• Attends Healthcare
• B. Braun Melsungen
• Cardinal Health
• ConvaTec
• Essity
• First Quality Enterprises
• Hayat Kimya
• Hollister
• Kimberly Clark
• Nobel Hygiene
• NorthShore Care Supply
• Ontex
• Procter & Gamble
• Unicharm

Ontex Group is known for its personal care products in the categories of baby care, feminine care, and adult incontinence. It produces a variety of products under owned brands such as Canbebe, iD and Serenity, and private label solutions for consumers, retailers, and healthcare institutions around the world. It has manufacturing and distribution capabilities around the world. The firm is focused on affordability, innovation and sustainability.
 

P&G demonstrates a strong position in adult continents with its Always Discreet brand, whose absorbing technology and discreet, feminine design has made its way into the market. Their approach has also been destigmatizing incontinence with empathetic marketing and educating the consumer. P&G uses a unique approach for massive distribution with growing demand in market wide retail channels and in e-commerce.
 

Adult Incontinence Products Industry News

• In June 2025, Context group launched its new iD discrete line in markets across Europe to help meet the increasing means for dignified and cost effective continents care as the global population ages the new collection has breathable discrete absorbent pants for men and women in night pads for both all the new products offer instant dryness order control and a nearly invisible feel under clothing in home or healthcare settings.
   
• In October 2023, Unicharm released the revised versions of its LFREE ultra slim comfort pants. The adult disposable pants feature ultrasonic bonding technology in the waist band providing a better fit, less apparent form, soft fabric, additional comfort and ease of wearing. The new technology increases packaging compression and delivery efficiency thereby minimising environmental impact and aiding the circular economy.
   
• In May 2023, Nobel Hygiene launched Friends UltraThinz, India's first slim disposable absorbent underpants, specifically created for younger users with light incontinence due to various concerns.
   

The adult incontinence products market research report includes in-depth coverage of the industry with estimates & forecasts in terms of revenue (USD Billion) and volume (Thousand Units) from 2021 to 2034, for the following segments:

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Market, By Product Type

• Adult diapers
• Protective underwear
• Pads & liners
• Others (incontinence pants, incontinence briefs, etc.)

Market, By Consumer Group

• Male
• Female
• Unisex

Market, By Age Group

• Young adults (20-39)
• Middle-aged adults (40-64)
• Seniors (65 & above)

Market, By Category

• Reusable
• Disposable

Market, By Size

• Small
• Medium
• Large
• Extra large

Market, By Price

• Low
• Medium
• High

Market, By Distribution Channel

• Offline
  • Supermarkets & hypermarkets
  • Pharmacies
  • Others 
• Online
  • E-commerce
  • Brands website

The above information is provided for the following regions and countries:

• North America
  • U.S.
  • Canada
• Europe
  • Germany
  • UK
  • France
  • Italy
  • Spain
• Asia Pacific
  • China
  • India
  • Japan
  • Australia
  • South Korea
• Latin America
  • Brazil
  • Mexico
  • Argentina 
• Middle East and Africa
  • South Africa
  • Saudi Arabia
  • UAE