The global incontinence and ostomy care products market size was valued at USD 17.0 billion in 2022, and it is expected to grow at a compound annual growth rate (CAGR) of 5.3% from 2023 to 2030. An increase in the number of patients suffering from urological diseases and defective bladder, rising ostomy surgeries of the bowel, and an increasing geriatric population are significant factors boosting the market growth over the forecast period. A high prevalence of urologic disorders, such as urinary retention, urinary incontinence, benign prostatic hyperplasia, cystitis, and kidney stones, leads to bladder dysfunction. Most of the population faces bladder control issues such as leakage, urinary incontinence, or retention. Various conditions and chronic diseases increase the risk of urinary incontinence, such as Parkinson's, stroke, prostate cancer, and diabetes mellitus.
According to Phoenix Physical Therapy, PLC, 200 million people worldwide are affected by urinary incontinence. According to the same source, stress urinary incontinence is the most common type in women, affecting approximately 15 million women in the U.S. alone. 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.
In addition, 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 Health Organization (WHO), China will witness 28% of the population 60 or older by 2040. In addition, according to the same source, 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 in incontinence and ostomy care products are among the factors driving the market. For instance, developing fit and efficient pouching systems and associated accessories that help improve ostomy patients' quality of life is expected to drive the market. Coloplast, Convatec Inc., and Hollister are some of the key market players investing significantly in R&D to launch new products. For instance, Trio Healthcare launched Trio Siltac, a silicone-based ostomy seal. Trio Ostomy Care is the only company that offers silicone-based ostomy seals. In addition, in February 2022, Coloplast launched a novel technology for ostomy care SenSura Mio using an elastic adhesive technology. These products help prevent leakage and protect the skin around the stoma. Thus, such developments are expected to significantly influence the market's growth for incontinence and ostomy care products over the forecast period.
Countries such as the U.S. and the UK have witnessed a high prevalence rate of urological disorders coupled with an increasing geriatric population in these countries. According to the American Cancer Society in January 2023, colorectal cancer is the second most common reason among all cancer deaths in the U.S. for men and women combined. Moreover, according to the same source, 1,06,976 new colon cancer cases and 46,050 new rectal cancer cases are estimated in the U.S. in 2023. 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 the American Medical Association, most of the geriatric population undergoes ostomy procedures compared to the younger population. Similarly, according to an article published in the British Journal of Community Nursing in April 2022, around 2,05,000 people live with a stoma in the UK and must 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 is expected to contribute to the market growth 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 were performed following the outbreak. This impact was highest in Europe, especially in the UK, where healthcare facilities were exhausted with many COVID-19 patients; consequently, many countries had delayed elective surgeries and other medical procedures indefinitely. Hence, patients suffering from acute and chronic diseases had to be treated at home or outpatient clinics. Thus, the demand for incontinence and ostomy care products used in homecare settings increased.
The incontinence care products segment dominated the market with the largest revenue share of 75.3% in 2022, and it is expected to grow at the fastest CAGR of 5.5% from 2023 to 2030. Within the incontinence care segment, the adsorbents segment dominated the market and accounted for a revenue share of 75.1% in 2022. This is owing to high usage rates, the rising popularity of disposable adult diapers, the growing geriatric population, and the increasing prevalence of bladder-related conditions such as cystitis, urinary incontinence, and overactive bladder. 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 justifying the segment's growth over the forecast period. For instance, in May 2023, Friends Adult Diapers, a Nobel Hygiene Pvt Ltd brand, launched UltraThinz, a disposable slim diaper for people suffering from light incontinence, with separate variants for both men and women.
On the other hand, 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 24.4% in 2022. The high prevalence of diseases such as Crohn's, colorectal cancer, and Inflammatory Bowel Disease (IBD), a high number of colostomy surgeries, and rising patient awareness levels are expected to drive the segmental growth.
According to CROHN'S & COLITIS FOUNDATION, approximately 1 in every 100 persons is diagnosed with IBD in the U.S. Also, introducing user-friendly and skin-friendly ostomy bags is expected to drive market growth for incontinence and ostomy care products. For instance, in June 2021, Welland Medical Limited launched their new range of ostomy pouches, Aurum Plus, which is comfortable, soft, and water-resistant. 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.
Europe dominated the incontinence and ostomy care products market, with the largest revenue share of 42.8% in 2022. Factors such as increased 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 yearly. According to a September 2021 Crohn’s & Colitis article, over 5,00,000 people in the UK live with IBD. Thus, the increasing incidence of IBD, the rising adoption of a sedentary lifestyle, and the introduction of technologically advanced products primarily drive market growth in Europe.
In Asia Pacific, the market for incontinence and ostomy care products is expected to grow at the fastest CAGR of 6.7% during the forecast period owing to many individuals in this region that suffer from incontinence, urinary and bladder problems due to unhealthy lifestyles. For instance, according to the Continence Foundation of Australia, in May 2023, Incontinence affected 1 in every four adult Australians. Moreover, several nursing centers in this region arrange various programs, including motivational programs and educational seminars, to increase awareness among ostomy patients. According to the Asia and South Pacific Ostomy Association (ASPOA), World Ostomy Day is organized annually to improve ostomates' rehabilitation by bringing their aspirations as it needs the general public's attention and the global community. Thus, growing consumer awareness is expected to boost demand for incontinence and ostomy care products in this region.
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 February 2023, Coloplast A/S launched Luja, a new intermittent catheter, to reduce the risk of urinary tract infection by ensuring one free-flow bladder emptying using the micro-hole zone technology of Luja. In June 2020, B. Braun SE launched virtual support services (Emerald Nursing Service) during the COVID-19 crisis to help weak patients with acute bladder problems at home. This service delivers incontinence and ostomy care products to patients at home by providing face-time video tutorials and advice on usage.
Moreover, major players are adopting 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. Similarly, In December 2018, Triple W, a connected health device innovator, launched DFree, a wearable device helpful to people suffering from urinary incontinence in the U.S. The device is designed to improve the patient's quality of life by giving signals to the patient using an ultrasound sensor. Thus, such developments are expected to influence market growth over the forecast period significantly. Some of the prominent players in the global incontinence and ostomy care products market include:
Essity Aktiebolag (publ).
KCWW (Kimberly-Clark Corporation)
B. Braun SE
ConvaTec Group Plc
Welland Medical Limited.
Salts Healthcare Ltd.
Market size value in 2023
USD 17.9 billion
Revenue forecast in 2030
USD 25.7 billion
CAGR of 5.3% from 2023 to 2030
Base year for estimation
2018 - 2021
2023 - 2030
Revenue in USD million and CAGR from 2023 to 2030
Revenue forecast, company ranking, competitive landscape, growth factors, and trends
North America; Europe; Asia Pacific; Latin America; MEA
U.S.; Canada; UK; Germany; France; Italy; Spain; Denmark; Sweden; Norway; China; Japan; India; Australia; South Korea; Thailand; Brazil; Mexico; Colombia; Argentina; Saudi Arabia; South Africa; UAE; Kuwait
Key companies profiled
Coloplast A/S; Essity Aktiebolag (publ).; KCWW (Kimberly-Clark Corporation); B. Braun SE; Hollister Incorporated; Unicharm Corporation; ConvaTec Group Plc; Welland Medical Limited.; Domtar Corporation; Salts Healthcare Ltd.
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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 2018 to 2030. For this study, Grand View Research has segmented the global incontinence and ostomy care products market report based on type and region:
Type Outlook (Revenue, USD Million, 2018 - 2030)
Incontinence Care Products
Ostomy Care Products
Regional Outlook (Revenue, USD Million, 2018 - 2030)
Middle East and Africa
b. The global incontinence and ostomy care products market size was estimated at USD 17.0 billion in 2022 and is expected to reach USD 17.9 billion in 2023.
b. The global incontinence and ostomy care products market is expected to grow at a compound annual growth rate of 5.3% from 2023 to 2030 to reach USD 25.7 billion by 2030.
b. The adsorbents segment dominated the market for incontinence and ostomy care products and accounted for a revenue share of 75.0% in 2022. The segment is expected to expand at the highest CAGR of 5.5% from 2021 to 2028.
b. Europe dominated the incontinence and ostomy care products market in 2022 with the largest revenue share of around 42.7%. 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.
b. Some key players operating in the incontinence & ostomy care products market include Kimberly-Clark Corporation, Coloplast Corporation, Unicharm Corporation, ConvaTec, Hollister Inc., B. Braun Melsungen AG and SCA.
b. Key factors that are driving the incontinence & ostomy care products market growth include high prevalence rates of diseases such as inflammatory bowel disease, ulcerative colitis, Crohn’s disease, increasing awareness levels, and growing patient affordability globally.
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