ADULT INCONTINENCE PRODUCTS MARKET ANALYSIS

Adult incontinence products include pads, disposable underwear, diapers, and others. These products are designed for people suffering from incontinence, which refers to the involuntary excretion of urine or bowel contents.

Global adult incontinence products market was valued at US$ 11.2 Billion in 2021 in terms of revenue, exhibiting a CAGR of 7.9% during the forecast period (2022 to 2030).

Drivers

Rising incontinence problems in aging population coupled with growing geriatric population globally, are the major growth drivers for the global adult incontinence market. According to the World Health Organization report presented in June 2019,  the number of people aged 60 years and older was 1 billion globally, in 2019. According to the same source, this number will increase to 1.4 billion by 2030 and 2.1 billion by 2050. This increase is occurring at an unprecedented pace and will accelerate in coming decades, particularly in emerging countries.

 In addition, according to the United Nations Organization for Economic and Social Affairs presented in 2018, the world population aged over 60 years was around 962 million in 2017, significant increase from 1980, which was numbered 382 million. Furthermore, the number of older populace is expected to double by 2050, and is projected to reach nearly 2.1 billion. This growing geriatric population is expected to enhance demand for adult incontinence products, globally.

In terms of revenue, Asia Pacific held a dominant position in market in 2021 with the market share of 26%, and is expected to maintain its dominance throughout the forecast period. In addition, the region is estimated to exhibit the highest growth rate during the forecast period. This is attributed to the growing aging population in the region. According to the study conducted by Asia Development Bank, elderly population in Asia is projected to reach nearly 923 million by 2050. By 2050, one in four people in Asia Pacific will be over 60 years old. The population of older persons (aged over 60) in the region will triple between 2010 and 2050, reaching close to 1.3 billion people. 

Figure 1. Global Adult Incontinence Products Market Value Share (%), By Region, 2021

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Market Restraints

Low awareness and social stigma associated with the use of incontinence products is the major factor hampering growth of the market, globally. However, many initiatives are undertaken by public and private organization to increase awareness on importance of such products. For instance, in May 2020, Nobel Hygiene ran a campaign to raise awareness on urinary incontinence. In order to draw the attention of people towards the problem of urinary incontinence among the elderly, the adult diaper brand from Nobel Hygiene launched a new campaign asking everyone to identify the symptoms as they spend more time at home during the ongoing lockdown in the country.

Market Trends

The growth of the e-commerce platforms & online stores are expected to drive growth of the global adult incontinence products market during the forecast period. According to a report presented by the United States Conference on Trade & Development on march 2021 states that, after the covid-19 outbreak e-commerce’s share of global retail trade in increased from 14% in 2019 to about 17% in 2020. Following the outbreak of COVID-19, preference for online shopping increased among consumers worldwide. Fast emergence of e-commerce industry and online channels is creating remunerative growth potential for market players. Availability of different brands and convenience of door delivery at cost-effective prices is driving the demand for adult diapers.

Figure 2. Global Adult Incontinence Products Market Value Share (%), By Product Type, 2021

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On the basis of product type, the adult diapers segment held highest market share of global adult incontinence market 2021. It is expected to be the largest and the fastest growing segment throughout the forecast period. The segment’s dominance can be attributed to increasing adult population and increasing cases of Parkinson’s, sclerosis and strokes are the major reasons for increasing demand for adult diapers.

Recent Developments

• In February 2021, NorthShore Care Supply, the leading brand of high absorbency adult diapers and incontinence supplies announced its expansion in Canada. The company is establishing its facility in Canada and collaborating with direct-to-home retailers such as Healthwick Canada and AgeComfort to increase its revenue.
• In December 2020, Seniority entered into collaboration with Nobel Hygiene to launch Friends Premium Pants. The new diapers are equipped with the unique odour-locking technology and anti-bacterial core for added comfort. Friends Premium Pants has unique design & new features such as leak guards on both sides to enhance its absorption capacity for up to 10 hours.
• In May 2019, Kimberly-Clark announced the launch of Poise UltraThin Active Collection, this collection is composed of pads and liners with wings designed to stay in place during the various activities and adapt to women's bodies and follow their lead. Poise UltraThin Active Collection incorporates FlexLoc core technology for comfortable protection, this new technology allows the pads and liners increase absorption and control wetness and odour.

Competitive Section

Major players operating in the global adult incontinence products market include DSG International Ltd., First Quality Enterprises, Inc., Essity AB, Northshore Care Supply, Kimberly-Clark Corporation, Procter & Gamble Co., Unicharm Corporation, Abena A/S, Hollister Incorporated, Covidien plc, Hengan Group, Ontex International, and Kao Corporation