Incontinence Products Market in Numbers

• The market for incontinence products was valued at ~US$ 8 Bn in 2018, in line with umpteen technological improvements that have enabled production of thinner and better performing adult incontinence products.

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• The incontinence products market is anticipated to register approximately 5% CAGR through 2029 on account of the increasing population prioritizing hygiene and personal care.
• Europe is envisaged to remain the leading market for incontinence products owing to high awareness among sufferers about the growing availability of easy-to-use, comfortable, thin, and highly durable products.
• South Asia is estimated to remain the high-growth market for incontinence products market. Aging population has been amplifying the demand for incontinence products in the region.
• Low cost, environment friendly and reusable cloth adult diapers continue to remain the top choice of incontinence sufferers, worldwide..

Incontinence Products Market – Competitive Landscape

The incontinence products market remains consolidated in nature, with the leading players capturing a whopping ~70% share in revenues. Essity AB, Kimberly-Clark Corporation, and Procter and Gamble, among others, are focused on technology advances for new launches at affordable price points, to remain ahead of the curve. Companies are offering advanced disposable underwear designs to make them more similar to regular underwear in terms of fit, softness, and discretion.

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While leading companies adhere to traditional growth strategies, such as product portfolio expansion, mid-level counterparts are emphasizing on strong production capabilities, and eying robust presence overseas. Pricing strategies aimed at making products more affordable remain the key focus area of the companies that are vying to appeal a wide pool of incontinence sufferers. The big shots in the incontinence products market are also focusing on expanding their sales footprint in the developing regions to embark their brands in the market with limited availability of distribution channels of their rivals.

As hygiene product manufacturers continue to recognize the significance of skin health for incontinent sufferers who are at risk of painful rashes from prolonged exposure to moisture, the market is witnessing increased development of better absorbing and drier products. This is likely to fuel the penetration of premium variants that are focused on providing comfort and care to the perineal area, in the incontinence products market.

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Additionally, several stakeholders have made inroads into the category of caregiver-centric products, with new launches, featuring proper instructions aimed at guiding caregivers to fit the respective products in a correct manner. Moreover, development of suction device to automatically remove the urine from special adult disposable diapers to ease the burden of the caregivers is also likely to emerge as a significant trend in the forthcoming years.