Market Scenario

North America Adult Incontinence Products Market registered a revenue of US$ 2,952.52 million in 2022 and is estimated to surpass a market valuation of US$ 5,645.43 million by 2031, recording a CAGR of 7.62% during the projection period, 2023–2031.

Globally, adult incontinence affects millions of people. There are several adult incontinence products such as sanitary pads, liners, disposable sheets, urine incontinence bags, and urinary catheters are available in the market and their demand is rising as the population grows and health concerns rise. 

The growing demand for adult incontinence products is being driven by an aging population and an increasing prevalence of incontinence. The number of people aged 60 and over is expected to grow from 1 billion in 2020 to 2.1 billion by 2050. This age group is more likely to experience incontinence due to age-related changes in bladder and bowel function. However, incontinence is also becoming more common in young adults. A study published in The Journal of Urology found that the rate of urinary incontinence increased from 3.3% in 2005-2008 to 11.6% in 2017-2021. This increase is likely due to a number of factors, including obesity, chronic health conditions, pregnancy, and childbirth.

Adult incontinence products can help people with incontinence manage their condition so that they can live normal, active lives. These products provide protection against leaks and accidents, and can help people feel more confident and comfortable when they are out and about. 

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Competitive Landscape:

Procter & Gamble Company, Essity AB, Kimberly-Clark Corporation, Cardinal Health, Inc., & B. Braun are top 5 players in the North America adult incontinence products market. They are collectively holding almost 62%.

Growth Strategies of Key Players:

Domtar Corporation: Domtar keep an ever-forward gaze beyond the horizon. Their creation thrives when many perspectives and ideas are brought together through teamwork. Because they are never satisfied with things as they are, the company works tirelessly to enhance them. They employ their resourcefulness and ingenuity to achieve long-term success. They take pleasure in overcoming challenges of all kinds and don't give up until they are finished.

Drylock Technologies NV: Drylock expands their sustainability efforts to packaging by offering recycled, eco-friendly packaging options such recycled content, paper, and carbon-neutral bags. Drylock now provides packaging alternatives to traditional plastic as part of its ongoing efforts to make its operations more sustainable. Drylock Technologies has been effectively making strategies to become a leader in sustainable manufacturing and providing eco-friendly options to fulfil and surpass the client expectations.

Essity AB: The organisation runs its operations using a sustainable business model that emphasises adding value for both people and the environment. Essity's digital strategy seeks to boost productivity and sales growth. The plan is built on four areas of development: how the business engages with clients and consumers; digital solutions and business models; efficiency enhancements throughout the whole business; and developing digital skills within the organisation.

Market Dynamics 

Growing Geriatric Population

As the population of older adults in the US and Canada continues to grow rapidly, so too does the demand for adult incontinence products. This increase is driven by a number of factors, including an aging population, declining health status, and increased awareness of the options available to manage incontinence.

The aging population is the most significant driver of demand for adult incontinence products. The number of adults aged 65 and over is projected to nearly double in both the US and Canada over the next two decades. This growth will result in an increase in the prevalence of age-related health conditions that can contribute to incontinence, such as dementia, Parkinson’s disease, and stroke.

In addition to the aging population, declining health status is also driving demand for North America adult incontinence products market. As people live longer with chronic conditions like diabetes and heart disease, they are more likely to experience complications that can lead to incontinence. For example, diabetes can cause nerve damage that affects the bladder’s ability to store urine; heart disease can lead to weakened blood vessels and changes in hormone levels that can cause urinary leakage; and stroke can damage nerves controlling bowel and bladder function.

The ageing population in the United States is anticipated to increase by roughly 80% between the years 2020 and 2050, according to statistics from the Rural Health Information Hub.

Market Trends

Growing Focus on Innovation in Incontinence Products

Declining health immunisation rate in the North American region presents immense potential for market participants to diversify and upgrade their product portfolio. These developments are being attempted to appeal both the older and younger generations. Additionally, issues including obesity, childbearing, and prostate surgeries—which account for a significant portion of market sales & encourage an increase in the prevalence of inconsistence—are currently affecting not only the ageing population but also the younger generation.

With more investigation and development into intelligent sensors for diapers, the use of smart technologies in the form of wearable sensors under adult diapers will continue to grow. In turn, this will make it easier for caregivers to give incontinent persons more individualised care.

Restraints

Low Awareness and Social Stigma Associated with the Use of Incontinence Products

Low awareness and social stigma around the use of incontinence products are expected to hinder the demand for adult incontinence products market. The illness known as urinary incontinence, which affects the entire population but is most likely common in elderly, causes involuntary leakage of urine or faeces. Although it is not a life-threatening disorder, urine incontinence has major consequences that can lower quality of life because of the stigma that is attached to it on a social, cultural, and even personal level. Most people worry or fear being treated differently due to urine incontinence, which can result in feelings of embarrassment, shame, remorse, and hopelessness, among other things.

Segmental Analysis

Product Analysis

Based on product, protective incontinence garments segment in the North America incontinence products market is projected to continue dominating the market with market share of 34.3% and is also projected to grow at the fastest CAGR during the forecast period. The geriatric population is the key buyer of adult incontinence products, which gives a positive outlook for the industry. The older generation of consumers is also becoming more active than before. Incontinence products are being developed and innovated, such as by making them thinner, more comfortable, and more covert.

Usability Analysis

Based on usability, disposable products segment is holding over 80% market share. Whereas reusable products segment is growing with a CAGR of 5.2%. Wherein, disposable segment is projected to continue dominating the market thanks to high demand for disposable male catheters and diapers among Americans.

Gender Analysis

By gender, the female segment is growing at a CAGR of 7.8% whereas the male segment is growing at a CAGR of 6.8%. Urgency and stress are the two types of urinary incontinence affecting the lives of the people. Since women are more likely to experience the symptoms of urine incontinence due to childbirth, pregnancy, and menopause, they are holding a sizeable share of the North America adult incontinence products market.

Distribution Channel Analysis

Based on usability, online segment is growing at a CAGR of 8.6% whereas the offline segment is witnessing a revenue growth at a CAGR of 6.9%. With rapid growth in the e-commerce sector and explosion in the online delivery platforms, the frequency and availability of online channels has risen significantly. Customers, particularly those in older generations, occasionally hesitate to buy adult diapers out of embarrassment and shyness but they are increasingly buying their needed products through online channel.

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End Users Analysis

By end users, hospitals are growing at a CAGR of 8.9%. Hospitals segment is growing because hospital geriatric patient care departments are expanding. In addition, since the COVID-19 pandemic began, a lot of adults are dealing with urgency, frequency, and urge incontinence with or without stress and post-traumatic stress disorder symptoms.

Country Analysis

The US is dominating North America adult Incontinence products market due to huge presence of elderly population living in the nation and large amount of money is being spent by them on buying incontinence products. We have also observed that the demand for adult diapers and personal care product has also increased due to the country's rising prevalence of obesity and growing health challenges associated with childbirth and post-traumatic stress disorder.

According to the American Urology Association, almost 33 million men and women in the nation experience frequent urge incontinence and urine incontinence due to an overactive bladder. Additionally, there has been an increase in bedwetting occurrences, which has led to a significant spike in the demand for adult incontinence products across the nation.

Segmentation Overview

The North America Adult Incontinence Products Market is sub-segmented into:

By Product

• 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
• Others

By Usability

• Disposable Products
• Reusable Products

By Gender

• Male
• Female

By Distribution Channel

• Online
  • E-commerce Websites
  • Company Websites
• Offline
  • Hypermarket/Supermarket
  • Specialty Stores
  • Drug Stores
  • Others

By End Users

• Individuals
• Hospitals
• Skilled Nursing Facilities
• Long Term Care Centres
• Clinics
• Others

North America

• The U.S.
• Canada
• Mexico