GVR Report cover Incontinence And Ostomy Care Products Market Size, Share & Trends Report

Incontinence And Ostomy Care Products Market Size, Share & Trends Analysis Report By Type (Incontinence Care Products, Ostomy Care Products), By Region (North America, Europe, APAC, Latin America, MEA), And Segment Forecasts, 2021 - 2028

  • Report ID: 978-1-68038-001-9
  • Number of Pages: 120
  • Format: Electronic (PDF)
  • Historical Range: 2016 - 2019
  • Industry: Healthcare

Report Overview

The global incontinence and ostomy care products market size was valued at USD 15.5 billion in 2020 and is expected to expand at a compound annual growth rate (CAGR) of 5.1% from 2021 to 2028. An increase in the number of patients suffering from urological diseases and defective bladder, rising ostomy surgeries of the bowel, and increasing geriatric population are significant factors boosting the market over the forecast period.

U.S. incontinence & ostomy care products market size, by type, 2016 - 2028 (USD Million) 

A high prevalence of urologic disorders, such as urinary retention, urinary incontinence, benign prostatic hyperplasia, cystitis, and kidney stones, leads to bladder dysfunction. A vast majority of the population faces bladder control issues such as leakage or urinary incontinence or retention. There are various conditions and chronic diseases that increase the risk of urinary incontinence such as Parkinson's disease, stroke, prostate cancer, and diabetes mellitus. According to Phoenix Physical Therapy, 200 million people are affected by urinary incontinence worldwide. Stress urinary incontinence is the most common type of incontinence in women. Thus, the increasing number of patients suffering from associated conditions is anticipated to boost the demand for incontinence and ostomy care products, thereby boosting market growth over the forecast period.

Additionally, the growing elderly population in the Asia Pacific, especially in countries with large untapped opportunities, such as Japan, India, and China, is expected to drive the market for incontinence and ostomy care products during the forecast period. According to the World Bank, in 2019, more than 28.0% of the population in Japan was over the age of 65. In addition, according to the WHO, urinary incontinence is a highly prevalent condition in people aged 60 and above. Similarly, according to the American Society of Nephrology, urological ailments are the third most common concern among the aging population, and these account for approximately 47.0% of physician visits every year. Therefore, with an increase in the geriatric population, short- and long-term healthcare needs are also increasing, which is expected to drive the market at a global level.

Furthermore, rapid technological advancements pertaining to incontinence and ostomy care products are among factors driving the market for incontinence and ostomy care products. For instance, the development of fit and efficient pouching systems, and associated accessories that help in improving the quality of life of ostomy patients, is expected to drive the market. Coloplast, ConvaTec, and Hollister are some of the key market players investing significantly in R&D to launch new products. For instance, ConvaTec introduced the Esteem+ Flex Convex 1-piece system for patients who have undergone ileostomy, colostomy, or urostomy procedures. This system is designed for comfort and free movement of the body. Similarly, Trio Healthcare has launched Trio Siltac, a silicone-based ostomy seal. Trio Ostomy Care is the only company that offers silicone-based ostomy seal. This product helps prevent leakage and protects the skin around the stoma. Thus, such developments are expected to significantly influence the growth of the market for incontinence and ostomy care products over the forecast period.

Countries such as the U.S. and the U.K. have witnessed a high prevalence rate of urological disorders coupled with an increasing geriatric population in these countries. According to NCBI, colorectal cancer is the fourth most common cancer and the second main cause of cancer-related deaths in the U.S. The risk of colorectal cancer increases with age as it is commonly diagnosed in people aged 65 to 74. A colostomy is most common in North America. Nearly 45.0% of the geriatric population is reported to have colostomy in this region. According to American Medical Association, most of the geriatric population undergoes ostomy procedures compared to the younger population. Similarly, over 102,000 people are living with a stoma in the U.K. and will have to wear a stoma bag either temporarily or for the rest of their lives. Thus, the increasing incidence of stoma diseases and bladder cancer in such countries are expected to contribute to the growth of the market for incontinence and ostomy care products.

Furthermore, the COVID-19 pandemic has negatively impacted the ostomy care business, as only the most acute ostomy surgeries have been performed following the outbreak. This impact has been the highest in Europe, especially in the U.K. Healthcare facilities have been exhausted with a large number of COVID patients; consequently, many countries have delayed elective surgeries and other medical procedures for an indefinite period. Hence, patients suffering from acute and chronic diseases have to be treated at home or at outpatient clinics. Thus, the demand for incontinence and ostomy care products used in homecare settings has increased.

Type Insights

The adsorbents segment dominated the market for incontinence and ostomy care products and accounted for a revenue share of 74.9% in 2020. The segment is expected to expand at the highest CAGR of 5.5% from 2021 to 2028. This is owing to high usage rates and the rising popularity of disposable adult diapers, as well as the growing geriatric population and increasing prevalence of bladder-related conditions. Moreover, the introduction of innovative and personalized products targeting the achievement of user-friendliness and comfort and the gradual de-stigmatization of products such as adult diapers are some of the factors justifying the growth of the segment over the forecast period.

Whereas, the ostomy care segment covers a wide range of products, such as ostomy bags, deodorants, skin barriers, and irrigation products. Ostomy bags dominated the ostomy care products segment with a revenue share of over 24.7% in 2020. This segment is also expected to grow at the fastest rate during the forecast period on account of the high prevalence of diseases such as Crohn's disease, colorectal cancer, and Inflammatory Bowel Disease (IBD), a high number of colostomy surgeries, and rising patient awareness levels. Also, the introduction of user-friendly and skin-friendly ostomy bags is expected to drive the growth of the market for incontinence and ostomy care products. Ostomy bags are further sub-segmented into colostomy, ileostomy, and urostomy bags. The colostomy bags segment has witnessed significant growth owing to an increase in the geriatric population and a high prevalence of colorectal cancer.

Regional Insights

Europe dominated the incontinence and ostomy care products market in 2020 with the largest revenue share of around 43.2%, by revenue. Factors such as an increase in the number of stoma patients due to Crohn’s disease, ulcerative colitis, or IBD are expected to drive the market in Europe during the forecast period. In Europe, about 731,000 people live with an ostomy. In addition, according to the Journal of Crohn’s and Colitis, the incidence of ulcerative colitis and Crohn’s disease in Europe is increasing every year. It has been estimated that 0.3% of the total population in Europe suffers from IBD. Thus, increasing incidence of IBD, rising adoption of a sedentary lifestyle, and introduction of technologically advanced products are factors primarily driving market growth in Europe.

Global incontinence & ostomy care products market share, by region, 2020 (%)

In Asia Pacific, the market for incontinence and ostomy care products is expected to witness significant growth in the future owing to a large number of individuals in this region that suffer from urinary and bladder problems due to unhealthy lifestyles. Moreover, several nursing centers in this region arrange a range of programs, including motivational programs and educational seminars, to increase awareness among ostomy patients. According to Asia and South Pacific Ostomy Association (ASPOA), World Ostomy Day is organized every year to improve the rehabilitation of ostomates by bringing their aspirations and needs to the attention of the general public and the global community. Thus, growing awareness among consumers is expected to boost demand for incontinence and ostomy care products in this region.

Key Companies & Market Share Insights

The key players are focused on launching new types of ostomy and incontinence care products and accessories, technological advancements, and growth strategies, such as mergers and acquisitions. For instance, in June 2020, B. Braun Melsungen AG launched virtual support services (Emerald Nursing Service) during the COVID-19 crisis to help weak patients at home with acute bladder problems. This service delivers incontinence and ostomy care products to patients at home by providing facetime video tutorials and advice on usage.

Moreover, major players are adopting various strategies to gain higher market share such as new product launches, mergers and acquisitions, and geographic expansion. For instance, in April 2020, Essity acquired Novioscan—a Dutch-based company that designs and manufactures wearable ultrasound technology—for approximately USD 8.0 million in cash. This device helps monitor the bladder and enables continence control. Thus, such developments are expected to significantly influence market growth over the forecast period. Some of the prominent players in the incontinence and ostomy care products market include:

  • Coloplast Corp.

  • Essity (Svenska Cellulosa Aktiebolaget)

  • KCWW (Kimberly-Clark Corporation)

  • B. Braun Melsungen AG

  • Hollister Incorporated

  • Unicharm Corporation

  • ConvaTec Group Plc

  • Welland Medical Ltd.

  • Domtar Corporation

  • Salts Healthcare Ltd.

Incontinence And Ostomy Care Products Market Report Scope

Report Attribute


Market size value in 2021

USD 16.3 billion

Revenue forecast in 2028

USD 23.0 billion

Growth Rate

CAGR of 5.1% from 2021 to 2028

Base year for estimation


Historical data

2016 - 2019

Forecast period

2021 - 2028

Quantitative units

Revenue in USD million and CAGR from 2021 to 2028

Report coverage

Revenue forecast, company ranking, competitive landscape, growth factors, and trends

Segments covered

Type, region

Regional scope

North America; Europe; Asia Pacific; Latin America; MEA

Country scope

U.S.; Canada; U.K.; Germany; France; Italy; Spain; Japan; China; India; Australia; South Korea; Brazil; Mexico; Colombia; Argentina; South Africa; Saudi Arabia; UAE

Key companies profiled

Coloplast Corp; Essity (Svenska Cellulosa Aktiebolaget); KCWW (Kimberly-Clark Corporation); B. Braun Melsungen AG; Hollister Incorporated; Unicharm Corporation; ConvaTec Group Plc; Welland Medical Ltd.; Domtar Corporation; Salts Healthcare Ltd.

Customization scope

Free report customization (equivalent up to 8 analyst’s working days) with purchase. Addition or alteration to country, regional & segment scope

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Segments Covered in the Report

This report forecasts revenue growth at global, regional, and country levels and provides an analysis of the latest industry trends in each of the sub-segments from 2016 to 2028. For the purpose of this study, Grand View Research has segmented the global incontinence and ostomy care products market report on the basis of type and region:

  • Type Outlook (Revenue, USD Million, 2016 - 2028)

    • Incontinence Care Products

      • Absorbents

      • Incontinence Bags

      • Others

    • Ostomy Care Products

      • Ostomy Bags

        • Colostomy Bags

        • Ileostomy Bags

        • Urostomy Bags

      • Deodorants

      • Skin Barriers

      • Irrigation Products

  • Regional Outlook (Revenue, USD Million, 2016 - 2028)

    • North America

      • U.S.

      • Canada

    • Europe

      • Germany

      • U.K.

      • France

      • Italy

      • Spain

    • Asia Pacific

      • Japan

      • China

      • India

      • Australia

      • South Korea

    • Latin America

      • Brazil

      • Mexico

      • Argentina

      • Colombia

    • Middle East & Africa (MEA)

      • South Africa

      • Saudi Arabia

      • UAE

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