The adult incontinence products market will reach at USD 14.86 Bn in 2025 and is expected to value at USD 23.26 Bn by 2032, exhibiting a compound annual growth rate (CAGR) of 6.6% from 2025 to 2032.
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The rising geriatric population is driving the demand for adult incontinence products. Increasing prevalence of urinary incontinence and other urological disorders among the elderly drives market growth. Technological advancements in adult incontinence products are improving their effectiveness. Growing awareness of hygiene and the availability of diverse product options are contributing to market expansion.
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Global Aging Demographics and Healthcare Trends |
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Technological Innovation and Digital Health Integration |
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As the elderly population increases in developed countries, more people will experience incontinence and related health issues. Products that support independence and dignity for older adults will remain in steady demand. Absorbent products already help millions manage light to moderate incontinence discreetly as part of their daily lives.
Open discussions on continence issues and dedicated educational initiatives are gradually reducing stigma around protective undergarments. Previously, socio-cultural taboos discouraged individuals from seeking solutions. Mainstream media highlights management options, helping millions worldwide access appropriate care.
In terms of product type, adult diapers will contribute 49.2% market share in 2025. This is due to their high absorbency and discretion.
For instance, in May 2025, RelaCare U.S., a Xins Company healthcare division and Japan’s leading adult diaper and incontinence brand. The company had selected Purple Crayon Brand, LLC, NY, as its Brand and Digital Agency of Record for its highly anticipated U.S. launch
Supermarket/hypermarket is likely to contribute 32.9% of the market share in 2025. This is due to their extensive reach, convenient shopping experience. Increasing availability of a wide range of adult incontinence products under one roof also drives demand.
For instance, in April 2025, MILK™ announced its retail expansion, following the grand launch of Mr. Hippo Supermarket in Bandar Sri Damansara on March 23rd.
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North America will hold 33.7% share in the global market in 2025. The region has a large elderly population base that is continually growing due to higher life expectancy rates. With age comes increased risks of incontinence issues. Thus, the demand for various absorbent protection products like pads, briefs, and undergarments remains robust.
For instance, in September 2022, Attindas Hygiene Partners unveiled innovative new adult disposable incontinence underwear product in North America.
The Asia Pacific is likely to be the fastest expanding market globally. Significant elderly population expansion is underway in nations like Japan, South Korea, China, and India. Cultural taboos around incontinence issues are also gradually fading away in Asia Pacific. Rising health awareness and disposable earnings are encouraging more people to openly seek treatment and manage their condition.
For instance, in September 2025, Tulips had entered the adult hygiene category with the launch of TULIPS adult diaper pants.
India is likely to hold dominating position in the global adult incontinence products market. This is owing to the country’s rapidly aging population, increasing prevalence of urinary incontinence, rising awareness. Rising acceptance of adult hygiene products, growing disposable incomes, and expansion of organized retail and e-commerce channels boost growth.
For instance, in May 2023, India’s No. 1 adult diaper brand, Friends launched the country’s first slim disposable absorbent underpant — Friends UltraThinz.
The U.S. is projected to hold dominating position in the global adult incontinence products market. Growth is attributed to factors such as the increasing aging population, rising prevalence of urinary incontinence. Gowing awareness and acceptance of adult hygiene products, advancements in product innovation also drives growth.
For instance, in May 2025, RelaCare U.S., selected Purple Crayon Brand, LLC, NY, as its Brand and Digital Agency of Record for its highly anticipated U.S. launch in June 2025.
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The adult incontinence products market is driven by an aging global population and rising prevalence of urinary incontinence among older adults.
North America currently dominates the market due to awareness and availability of advanced products. Asia Pacific is expected to witness the fastest growth in 2025. This is owing to rising healthcare expenditure and growing medical tourism in the region.
Some of the key factors fueling the market growth include increasing life expectancy leading to rise in chronic diseases. Availability of innovative products such as protective underwear and pads is further increasing product acceptance.
| Report Coverage | Details | ||
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| Base Year: | 2024 | Market Size in 2025: | USD 14.86 Bn |
| Historical Data for: | 2020 To 2024 | Forecast Period: | 2025 To 2032 |
| Forecast Period 2025 to 2032 CAGR: | 6.6% | 2032 Value Projection: | USD 23.26 Bn |
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| Companies covered: |
DSG International Ltd., First Quality Enterprises Inc., Essity AB, Northshore Care Supply, Kimberly-Clark Corporation, Unicharm Corporation, Abena A/S, Hollister Incorporated, Covidien plc, Hengan Group, Ontex International, and Kao Corporation, Attindas Hygiene Partners Group, First Quality Enterprises, Inc., Hengan International Group Company, Medline Industries LP, Paul Hartmann AG, The Procter & Gamble Company, and Unicharm Corporation |
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Emerging markets in developing countries provide promising growth opportunities for the adult incontinence products market. E-commerce is also opening new distribution channels into previously inaccessible rural regions. Local manufacturers can leverage these trends by educating consumers, partnering with community health programs
*Definition: The adult incontinence products market consists of various sanitary protection products used by adults suffering from urinary or fecal incontinence. Some key products in this market include adult diapers, adult pull-up pants, adult protective underwear, urinary catheters, bed pads, and skin care products. These products offer absorbency and discretion for users dealing with incontinence issues. The adult incontinence products market aims to improve the quality of life and day-to-day functioning of people experiencing incontinence.
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About Author
Sakshi Suryawanshi is a Research Consultant with 6 years of extensive experience in market research and consulting. She is proficient in market estimation, competitive analysis, and patent analysis. Sakshi excels in identifying market trends and evaluating competitive landscapes to provide actionable insights that drive strategic decision-making. Her expertise helps businesses navigate complex market dynamics and achieve their objectives effectively.
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