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North America Adult Incontinence Products Market to Reach USD 5645.43 Million by 2031


The North American adult incontinence products market recorded a revenue of US$2,952.52 million in 2022 and is expected to exceed a market valuation of US$5,645.43 million by 2031, registering a CAGR of 7.62% over the projection period of 2023 to 2031.

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Adult incontinence affects millions of people worldwide. There are various adult incontinence products on the market, including panty liners, sanitary napkins, disposable sheets, urinary catheters, and more. The demand for these products increases as the population grows and health problems increase. With approximately 6.5 million Americans suffering from urinary incontinence and 3.4 million from fecal incontinence, the adult incontinence products industry in North America is worth US$2.95 billion. The aging of the population is the main driver for the expansion of the market. The number of Americans age 65 and older is expected to increase by 115%, from 74.6 million in 2019 to 157.779 million by 2060. The number of people with conditions causing urinary or fecal incontinence will increase dramatically due to this demographic shift.

Disposable absorbent products make up the vast majority of the adult incontinence product market in North America, accounting for over 80% of all sales in 2021. Reusable absorbent items and other products, such as cosmetics and cleaning products, make up the remaining 20 products. % of the market. Although not traditionally considered adult incontinence products, these products can be crucial in controlling the condition. While tampons and liners, which accounted for 58.9% of sales in 2021, was the market sector with the highest market share for disposable absorbent products. The remaining segment of the market is made up of underwear, briefs and other apparel.

Market dynamics


Increase in the elderly population: The demand for adult incontinence products is growing rapidly, along with the elderly population in the United States and Canada. Many variables, such as an aging population, deteriorating health and better knowledge of incontinence management options, are responsible for this increase.

The market for adult incontinence products is growing due to the increase in the geriatric population. Over the next two decades, the number of people aged 65 and over is expected to nearly double in the United States and Canada. Age-related diseases like dementia, Parkinson’s disease and strokes that can cause incontinence will become more common as a result of this expansion.

The adult incontinence products market in North America is driven by both an aging population and deteriorating health status. People with chronic conditions like diabetes and heart disease are more likely to have complications that can lead to incontinence as they live longer. For example, heart disease can lead to changes in hormone levels and weakened blood vessels that can lead to urinary leakage. Stroke can damage the nerves that control bowel and bladder function. A person with diabetes may have nerve damage that affects the bladder’s ability to store urine.

According to data from the Rural Health Information Hub, the elderly population in the United States is expected to increase by 80% between 2020 and 2050.

Growing focus on innovation: The declining health vaccination rate in the North America region presents huge opportunities for market players to expand and improve their product portfolio. Aimed to appeal to both older and younger generations, these advances. The younger generation and the elderly population are currently affected by issues such as obesity, childbirth and prostate procedures, which account for a large share of sales in the market and lead to an increase in the incidence of inconsistent behaviors .

The use of smart technology in the form of wearable sensors under adult diapers could increase with more research and development in smart diaper sensors. This will make it easier for caregivers to provide more specialized care to people with incontinence.


Low awareness and social stigma: Demand for adult incontinence products can be hampered by low awareness and social stigma around their use. Leaking urine or involuntary feces is caused by the condition known as urinary incontinence, which is common in older people but affects the whole community. The social, cultural and even personal stigma associated with urinary incontinence makes it a serious problem even though it is not a life-threatening condition. Due to urinary incontinence, the majority of people fear or worry about being treated differently, which can lead to feelings of hopelessness, shame, embarrassment and regret.

Country Overview

Due to the large number of seniors living in the country and the large amount of money they spend on incontinence products, the United States is the North American market leader for adult incontinence products. Demand for personal care items, such as adult diapers, has increased due to the country’s rising obesity rate, as well as rising health risks related to childbirth and post-stress disorder. -traumatic.

About 33 million women and men nationwide suffer from regular urges and urinary incontinence as a result of an overactive bladder, according to the American Urology Association. Additionally, the prevalence of bedwetting has increased, which has dramatically increased the demand for adult incontinence products globally.

Competitor Landscape

The report points out that although a small number of large multinational corporations now control the adult incontinence products industry in North America, there is still room for smaller companies to grow. Our research shows that the top five competitors – Essity AB, Procter & Gamble Company, Cardinal Health, Inc., Kimberly-Clark Corporation and B. Braun – have a market share of over 60%. On the other hand, with more than 200 producers in the world, the world market is very fragmented.

The adult incontinence products market in North America is fiercely competitive with many large companies vying for market dominance. Companies must in such a situation have a clear idea of ​​their place in the market and what they must do to maintain or increase their market share.

Some of the best players in the market are:

  • B. Braun
  • Cardinal Health, Inc.
  • Domtar Corporation
  • Drylock Technologies SA
  • Essity AB
  • Kimberly Clark Corporation
  • Medtronic AG
  • Ontex Group
  • Main Business Enterprises, Inc.
  • The Procter & Gamble Company
  • Other top players

For additional information on market players, download a sample PDF brochure

Summary of segments

Product analysis

With a market share of 34.3% in the North American incontinence products market, the incontinence protective wear segment maintained its dominance while growing at the highest growth rate during the period. forecast. The primary market for adult incontinence products is the elderly population, which bodes well for the industry. Additionally, customers in their later years are becoming more engaged than in the past. For example, incontinence products are improved and developed by making them more discreet, comfortable and thin.

Usability analysis

The disposable products segment held a market share of more than 80%. While the reusable products segment is growing at a CAGR of 5.2%. Considering the high demand for disposable male diapers and catheters among Americans, the disposable category will maintain its dominance in the market.

Segmentation overview

By product

  • Incontinence Protective Clothing
    • Washable diaper
    • disposable diaper
    • disposable underwear
    • Pads and liners
    • male guards
    • Belted underwear
    • Underwear without belt
    • disposable sheet
  • Urinary incontinence bags
    • Leg urine bags
    • Bedside urine bags
  • Urinary catheter
    • Suprapubic catheter
    • Indwelling catheter
    • Intermittent catheter
  • Others

By friendliness

  • disposable products
  • Reusable products

By gender

By distribution channel

  • Online
    • E-commerce sites
    • Company websites
  • Offline
    • Hypermarket/Supermarket
    • Specialty stores
    • Pharmacies
    • Others

By end users

  • People
  • Hospitals
  • Skilled nursing facilities
  • Long-term care centers
  • Clinics
  • Others

North America

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