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Incontinence and Ostomy Care Products Market

Market Study on Incontinence and Ostomy Care Products: PMR Spots a Wealth of Opportunities with the Increasing Prevalence of Pediatric Incontinence, an Expanding Aging Population, Increasing Awareness About Bladder Health, Continuous Product Innovations in Absorbent Technologies, and and Ongoing Developments in Ostomy Products Enhancing Patient Comfort and Management

A Detailed Analysis of the Market for Incontinence and Ostomy Care Products Based on the Escalating Prevalence of Digestive and Urological Conditions, and Rising Prevalence of Ostomies

Incontinence and Ostomy Care Products Market

The global incontinence and ostomy care products market is forecast to expand at a CAGR of 5.0% and thereby increase from a value of US$17.6 Bn in 2023, to US$24.7 Bn by the end of 2030.


Key Insights

Incontinence and Ostomy Care Products Market Size (2023E)

US$17.6 Bn

Projected Market Value (2030F)

US$24.7 Bn

Global Market Growth Rate (CAGR 2023 to 2030)


Historical Market Growth Rate (CAGR 2018 to 2022)


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Market Introduction and Definition

The discovery and implementation of cutting-edge materials, such as skin-friendly adhesives and fabrics that drain away moisture, are the result of ongoing research and development. These components improve the ostomy and incontinence care devices' general efficacy, comfort, and durability. Incorporating smart technology into ostomy and incontinence care solutions provides real-time monitoring and feedback. Sensors and Bluetooth-enabled systems are examples of smart technologies that assist consumers in better controlling their conditions and enhancing their quality of life.

As a result of technological developments, novel ostomy pouching systems featuring easier application, improved adhesives, and odor control have been created. These developments encourage product uptake and enhance the user experience overall. Additionally, due to telehealth and remote monitoring technologies, healthcare practitioners can evaluate and manage patients with ostomy and incontinence remotely. This technology decreases the need for in-person visits, improves patient care, and offers prompt solutions.

Using 3D printing technology, ostomy and incontinence care solutions may be customized to meet each patient's specific needs. This technology increases overall product efficacy and makes more customized solutions possible. Smart belts and patches are wearables that can monitor ostomy care and incontinence-related factors. These devices can offer data to patients and healthcare professionals. Proactive management and early intervention are made easier by this ongoing observation.

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Market Growth Drivers

Increasing Incidence of Digestive and Urological Disorders

Surgery is frequently required to treat digestive and urological diseases, which has increased the number of ostomy surgeries. The need for ostomy care goods, including pouching systems and accessories, is subsequently driven by this. Urological diseases, including incontinence, are frequently a result of many medical conditions. The need for incontinence care items, like absorbent pads and adult diapers, rises along with the prevalence of these illnesses. Digestive and urological problems are frequently linked to aging. An aging population worldwide increases the risk of these illnesses occurring, supporting the steady expansion of the ostomy and incontinence care products market. Chronic conditions like Crohn's disease and irritable bowel syndrome that impact the digestive and urological systems are becoming more common. Because of the potential need for ongoing care, ostomy, and incontinence care items are in constant demand.

In addition, the growing number of people with urological and digestive diseases has led to advancements in ostomy care product technology. The effectiveness and comfort of these goods are increased by cutting-edge materials, better adhesives, and creative designs, which propel market expansion. With the development of minimally invasive surgery, ostomy operations are now more accessible to a larger range of patients. The demand for associated care items rises due to this tendency, which increases the total number of ostomates. Early detection of urological and digestive problems is facilitated by improved diagnostic capabilities and raised public and professional awareness. Ostomy and incontinence care items are among the urgent therapies brought about by this early diagnosis.

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Market Restraints

Persistent Stigma, and Social Taboo

Seeking medical counsel or attention for concerns connected to incontinence and ostomies can be difficult for people due to stigma and taboos. Delays in diagnosis and treatment may arise from this, which would hurt the market for associated goods. Stigmatization can make people less likely to adopt ostomy and incontinence care items, especially those who are ashamed or embarrassed about their diseases. The adoption of critical care solutions may need to be improved by this reluctance. People who live with ostomy and incontinence may experience poor psychological impacts as a result of stigma. Fear of being judged and socially isolated can result in low self-esteem and mental health problems, which can negatively impact patients' general well-being.

Elevated Product Expenses, and Restricted Affordability

Patients, especially those with chronic diseases that necessitate long-term usage of these products, may find it extremely costly to purchase incontinence and ostomy care products. Due to limited affordability, patients may compromise on the type or amount of products they buy. Those with little money may find it difficult to get hold of necessary ostomy and incontinence care supplies. This decreased accessibility may result in ineffective treatment of certain disorders and affect the general health of those impacted. Patients' financial difficulties are exacerbated in certain areas by limited or no reimbursement coverage for ostomy and incontinence supplies. These necessary things become less affordable when no financial support systems are in place.

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Increasing Incidence of Pediatric Incontinence, and Advances in Ostomy Care

The need for specialized care items is driven in part by pediatric ostomy and incontinence disorders, which are frequently associated with congenital abnormalities or certain medical illnesses. The market is growing because youngsters are likelier to suffer from these illnesses. The healthcare sector always introduces new and cutting-edge technologies that support the creation of child-friendly ostomy and incontinence care products. New features, designs, and materials are specially tailored to meet the special requirements of pediatric patients. More people are being diagnosed with pediatric incontinence and ostomy care, and there is a greater need for pertinent care solutions due to growing parental and carer knowledge of these topics and the accessibility of specialty items.

Moreover, ostomy and pediatric incontinence products are made to support and comfort kids, enhancing their quality of life. The emphasis on improving the health of younger patients helps the industry expand. Manufacturers are creating age-appropriate and kid-friendly ostomy and incontinence care solutions to meet the distinct physical and psychological characteristics of pediatric patients. These goods aim to provide youngsters with more comfort when managing their diseases. Research and development specifically for pediatric incontinence and ostomy care products have received more attention and funding, resulting in the development of specialized products that meet the unique requirements of young patients.

Analyst’s Viewpoint

The incontinence and ostomy care product market will grow and change during the coming years due to several important variables. The aging of the world population, especially in developed regions, is one of the main causes. The prevalence of ostomy and incontinence-causing disorders rises with age, increasing the need for items associated with these conditions. Furthermore, growing knowledge of healthcare, particularly the significance of controlling ostomy and incontinence problems, is anticipated to fuel market expansion. Future developments in the market are expected to be greatly influenced by technological breakthroughs.

Products that are more discrete, pleasant, and functional will likely benefit from material and design innovations. By improving the user experience overall, these developments boost adoption. Another important reason is the incidence of chronic disorders that require ostomy surgeries. The need for ostomy care products is anticipated to increase in tandem with the rise in the prevalence of diseases, including inflammatory bowel disease and colorectal cancer. Geographically, growing healthcare infrastructure in emerging nations is expected to play a major role in market expansion. The market for ostomy care and incontinence items is anticipated to grow as healthcare accessibility improves in these regions.

Supply-side Dynamics

The US is home to some of the biggest global brands in IOCC, including Hollister Incorporated, Coloplast Corp., and ConvaTec Inc. These businesses have cutting-edge technology, make significant R&D investments, and uphold strict quality control guidelines. In the IOCC market, US businesses are leading the way in developing innovative products and technology. Examples include absorbent, discrete incontinence pants, sophisticated ostomy pouches with odor-controlling capabilities, and remote monitoring systems for stoma management. Germany has a long history of producing pharmaceuticals and medical devices and is an IOCC goods expert.

Companies with a reputation for producing innovative and high-quality ostomy care and incontinence products include B. Braun Melsungen AG and Lohmann & Rauscher. German producers are well known for their concentration on integrating cutting-edge technologies into their goods and for their meticulous attention to detail. Patients are guaranteed dependable and efficient treatments thanks to this dedication to quality and innovation.

Additionally, the US has a comparatively large use of I&O products due to its modern healthcare system and significant prevalence of incontinence (25 million adults). According to data, annual spending surpasses $8 billion. Canada has similar trends to be found. Germany uses complex I&O goods due to its aging population, emphasis on quality, and cutting-edge technologies. Over 8 million people have incontinence, according to data, and the market is growing significantly. Japan exhibits a growing need for I&O products due to its aging population and an increase in chronic illnesses. According to data, there are more than 17 million incontinence sufferers and a $3 billion business. China's massive population and rising healthcare costs are driving the country's rapid consumption growth.

Market Segmentation

Which Product Type is Responsible for the Maximum Revenue Generation?

Sales of Incontinence Care Products Dominant, Swelling Burden of Chronic Health Conditions Drive Demand

The type segment is segmented into incontinence care products, ostomy care products, ostomy bags, deodorants, skin barriers, and irrigation products. The incontinence care products segment is expected to dominate the market. Incontinence can be exacerbated by long-term medical illnesses such as diabetes, obesity, and neurological abnormalities. The need for incontinence care solutions to treat symptoms is rising along with the prevalence of these disorders.

Nonetheless, the ostomy bags segment of the incontinence and ostomy care products market is expanding quickly. Numerous medical diseases, such as colon cancer, inflammatory bowel disease, and congenital disabilities, are treated with ostomy operations. As the prevalence of these illnesses rises, so does the need for ostomy bags, which reflects the rising number of people with stomas.

Which is the Leading Application Category?

The Protection and Cleansing Category Key Application Area, Incontinence Briefs/Diapers Bestseller

The application segment is bifurcated into protection and cleansing, odor control, security and leakage control, and others. The protection and cleansing market segment is the largest for incontinence and ostomy care products. Diapers or incontinence briefs are made to hold and absorb urine, preventing leaks and preserving skin dryness. These products come in various sizes and absorbency levels to meet diverse demands. Nevertheless, the market segment exhibiting the most rapid growth is odor control.

Many ostomy pouches have built-in filters to minimize odors and release gas. These filters lower the possibility of pouch ballooning and manage the release of gas to lessen odors. The purpose of odor-blocking liners for incontinence products is to contain and eliminate odors efficiently. These liners provide an additional defense against offensive odors, encouraging a more covert and odor-free experience.

Top Regional Markets

Rising European Stoma Patients Boost the Region’s Dominance

The European stoma market is anticipated to be driven during the forecast period by increased stoma patients due to Crohn's disease, ulcerative colitis, or IBD. 731,000 persons with ostomies reside in Europe alone. The incidence of ulcerative colitis and Crohn's disease is also rising annually throughout Europe, per the Journal of Crohn's and Colitis. A Crohn's & Colitis article from September 2021 states that more than 5,000,000 people in the UK have IBD.

The main factors driving market expansion in Europe include the increased prevalence of IBD, the growing adoption of sedentary lifestyles, and the launch of technologically sophisticated products. In Europe, the prevalence of colorectal diseases is rising, including inflammatory bowel disorders and colorectal cancer. The number of stoma patients has increased as a result of the widespread use of stoma operations as a component of treatment for these disorders.

Asia Pacific Largely Benefits from Favorable Initiatives

Many individuals in this region have bladder and urine issues, as well as incontinence due to unhealthy lifestyles. For instance, according to the Continence Foundation of Australia, in May 2023, Incontinence afflicted 1 in every four adult Australians. Furthermore, several nursing homes in this area host various events, such as educational seminars and motivational programs, to raise awareness among ostomy patients. As to the Asia and South Pacific Ostomy Association (ASPOA), World Ostomy Day is a yearly event that aims to enhance the rehabilitation of ostomates by raising awareness of their goals and requirements among the general public and international community. The need for ostomy and incontinence care products in this region is thus anticipated to increase as consumer awareness grows.

Competitive Intelligence and Business Strategy

Prominent organizations, including Coloplast A/S and ConvaTec Group Plc, are at the vanguard of this sector; Coloplast places a high priority on research and development to produce ostomy care and incontinence products that are discrete, pleasant, and functional. Examples include ostomy pouches that manage odor, skin-friendly adhesives, and men's and women's leakproof pants. They provide a large selection of items appropriate for various body types, activity levels, and varying severity conditions to meet various needs. This customized strategy increases client satisfaction by accommodating unique preferences.

Coloplast actively embraces technological improvements, adding features like remote monitoring systems for stoma care and sophisticated ostomy appliances with sensor technologies. Coloplast is aggressively growing its market share in developing nations with strong development prospects, especially in Latin America and Asia. This entails modifying product offerings and distribution methods to accommodate local regulatory frameworks and preferences.

ConvaTec invests in fostering long-lasting partnerships with healthcare providers using educational initiatives, joint clinical research projects, and customized product lines. This method guarantees the best possible patient care and product recommendations. Through online forums, support groups, and instructional materials, they are interacting with patients more and more directly. This enhances patient satisfaction, builds brand loyalty, and collects insightful data for future product development. ConvaTec is aggressively growing its footprint in emerging nations with strong growth prospects. Product portfolios and distribution methods must be modified to satisfy regional demands and legal frameworks. ConvaTec strategically partners with other healthcare organizations or buys out smaller competitors to get access to new markets, distribution networks, or specialized knowledge in medical products. They may swiftly increase their offerings and reach thanks to this strategy.

Key Recent Developments

New Product Launch

Luja is a new intermittent catheter that Coloplast A/S launched in February 2023. Its micro-hole zone technology ensures one free-flow bladder emptying, lowering urinary tract infection risk.

Market Impact: Reducing the incidence of urinary tract infections (UTIs), a major concern for catheter users, is Luja's core value proposition. The goal of the micro-hole zone design is to guarantee full bladder emptying, which may lessen leftover urine and bacterial growth and, in turn, prevent urinary tract infections. Recurrent UTIs can greatly impact the quality of life for catheter users. Due to Luja's ability to lower UTIs, patients may experience increased comfort, self-assurance, and general well-being. Recurrent UTIs raise treatment costs and necessitate more medical treatments. Because Luja reduces the incidence of UTIs, its widespread usage could result in significant cost savings for healthcare providers.

Amidst the COVID-19 pandemic, B. Braun SE introduced the Emerald Nursing Service, a virtual support service, in June 2020 to assist frail patients experiencing urgent bladder issues at their residences. By offering in-person video tutorials and usage guidance, this service helps patients manage their ostomy and incontinence at home.

Market Impact: The Emerald Nursing Service assists patients with acute bladder problems in getting critical care and products despite obstacles like hospital limits or fear of exposure during the pandemic by offering home deliveries and virtual support services. Both patient well-being and overall health results may benefit from this. The program promotes telemedicine to manage chronic illnesses like ostomy care and incontinence, which can provide convenience and flexibility and lower long-term healthcare expenditures.

Incontinence and Ostomy Care Products Market Report Scope



Forecast Period

2023 to 2030

Historical Data Available for

2018 to 2022

Market Analysis

US$ Million for Value

Key Regions Covered

  • North America
  • Latin America
  • Europe
  • South Asia & Pacific
  • East Asia
  • The Middle East & Africa  

Key Countries Covered

  • United States
  • Canada
  • Germany
  • United Kingdom
  • France
  • Italy
  • Spain
  • Russia
  • China
  • Japan
  • South Korea
  • India
  • Thailand
  • Malaysia
  • Indonesia
  • Australia
  • New Zealand
  • GCC Countries
  • South Africa  

Key Market Segments Covered

  • Type
  • Application
  • Region

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.

Report Coverage

  • Market Forecast
  • Company Share Analysis
  • Competition Intelligence
  • DROT Analysis
  • Market Dynamics and Challenges
  • Strategic Growth Initiatives  

Customization & Pricing

Available upon request

Incontinence and Ostomy Care Products Market Research Segmentation

By Type:

  • Incontinence Care Products
  • Ostomy Care Products
  • Ostomy Bags
  • Deodorants
  • Skin Barriers
  • Irrigation Products

By Application:

  • Protection and Cleansing
  • Odor Control
  • Security and Leakage Control
  • Others

By Region:

  • North America
  • Europe
  • East Asia
  • South Asia & Oceania
  • Latin America
  • Middle East & Africa

- Companies Covered in This Report -

  • 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.

- Frequently Asked Questions -

The market is anticipated to grow at a cagr of 5.0% during the projected period.

The incontinence and ostomy care products market was valued at US$17.6 billion in 2023.

Germany held the largest market share in 2023.

Some of the prominent players in the market are 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, and Salts Healthcare Ltd.

The ostomy bags segment is expected to see the fastest growth rate during the forecast period.

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