Incontinence Products Market: Value Chain, Dynamics and Key Players 2018-2027

Incontinence products, often thought of as a geriatric care category, is gaining new ground. An increase in the prevalence of incontinence problems in both middle-aged men and women has led to a surge in demand for a range of adult incontinence products such as adult diapers and under pads. The rapidly growing baby boomer population around the globe is another key factor for the growth of the incontinence products market. According to the World Health Organization (WHO), the number of people aged 60 years and above is likely to surpass 2 billion by the end of 2050. The rapidly increasing elderly population is likely to create new growth opportunities for stakeholders in the incontinence products market.

Incontinence product manufacturers are aware of the emerging opportunities in this domain. They are responding to the changing landscape by offering customized offerings. There has been a shift in the marketing strategy as well, with an emphasis on removing the stigma surrounding incontinence problems. The marketing messages are targeted specifically at middle-aged people suffering from incontinence problems. Increasing incidences of incontinence problems have also led to sustained growth in the market. 

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Considering the lucrativeness in the incontinence products market, a number of new entrants have made a foray into this landscape. While Procter & Gamble’s return to the incontinence landscape generated a lot of media buzz, a number of small, and online-only stores have also proliferated the market. The focus of these new players has been to develop innovative solutions to meet diverse needs of consumers. For example, Tena brand’s incontinence and absorbent product portfolio features innovative fabrics that are beneficial for the skin. Users of incontinence products have to often deal with skin irritation and ulcers as the side-effect of using these products for a long duration. 

The impact of e-commerce stores that have taken the retail industry by storm is palpable in the incontinence and personal hygiene segments as well. Manufacturers are aware of the mobility related issues of the elderly, and time constraints of their caretakers -- doorstep delivery of these products is often desired by end-users. Sensing the unmet needs of end-users in this segment, many brick-and-mortar store owners have launched online stores. For example, Medline, a well-known player in this field has launched PersonalCareDirect.com, an online store specifically focused towards the needs of the elderly. In addition to incontinence products, consumers can also buy oral care necessities and nutritional supplements from the store.  

The developed markets of Europe and North America continue to remain lucrative for incontinence product manufacturers around the globe. Rising awareness, availability of a wide range, and emphasis on reducing the taboo surrounding the use of these products has meant that a far higher number of individuals access these products. However, the lucrativeness of Asia’s rapidly growing geriatric population is not lost on incontinence product manufacturers. China and India, two of the fastest growing economies in the world, have a sizeable elderly population that is ramping up demand for incontinence products. According to a report released by the United Nations Population Fund and HelpAge India, the number of elderly population in India is set to grow to 173 million by the end of 2026. On the other hand, according to Ministry of Civil Affairs in China, the number of people aged 60 or above was close to 231 million in 2016.

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The high number of elderly population in these two countries has created opportunities for healthcare providers, assisted care, and healthcare products and services market. However, awareness about the availability and use of these products remains low in tier II and suburban areas, which remains an impediment for widespread growth of incontinence products market in the region. Global manufacturers are making a joint foray or tying up with local players to reach a broader target audience. For example, Leader Biomedical and Urogyn have successfully collaborated in South Asia. In 2017, they launched Urolastic – an innovative Urinary Stress Incontinence product in South East Asia.

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