Europe Incontinence and Ostomy Care Products Market Size, Share, Trends, Industry Analysis Report

Overview

The Europe incontinence and ostomy care products market size was valued at USD 16.24 billion in 2024, growing at a CAGR of 4.5% from 2025 to 2034. The market expansion is driven by the growing demand for product innovation and discreet care solutions and rising prevalence of colorectal cancer, inflammatory bowel disease (IBD), and diabetes. Also, increased healthcare expenditure and proactive government initiatives are propelling the adoption of incontinence and ostomy care products.

Key Insights

• The incontinence care products segment dominated the market in 2024, due to the rising incidence of urinary incontinence in aging adults and individuals suffering from chronic conditions such as diabetes & neurological disorders.
• Rising ostomy surgeries (linked to colorectal cancer & IBD) will fuel the rapid growth of the type segment during the forecast period.
• Strong healthcare systems, aging population, and robust reimbursement policies make Germany a major market for incontinence & ostomy products.
• NHS initiatives and patient awareness campaigns boost continence & ostomy care adoption, driving substantial UK market expansion.

Industry Dynamics

• More Europeans are developing colorectal cancer, IBD, and diabetes. These conditions often require surgery or cause bladder/bowel issues, leading to higher demand for ostomy and incontinence products.
• Europe's growing healthcare budgets and government policies are improving access to advanced care products, with many covered under insurance and reimbursement programs.
• Advanced incontinence and ostomy products can be expensive, limiting affordability for some patients, especially in countries with limited insurance coverage or reimbursement support.
• Europe's growing elderly population increases demand for these products, creating a strong market opportunity for innovative, user-friendly, and discreet solutions.

Market Statistics

• 2024 Market Size: USD 16.24 billion
• 2034 Projected Market Size: USD 25.20 billion
• CAGR (2025–2034): 4.5%

AI Impact on Europe Incontinence and Ostomy Care Products Market

• AI helps companies design better adult diapers, ostomy bags, and pads by analyzing user needs and feedback. This leads to more comfortable, leak-proof, and skin-friendly products.
• AI-powered apps and devices can track a patient’s usage patterns and suggest the right products (like absorbency levels or pouch sizes) based on their lifestyle and health data.
• AI predicts demand trends, ensuring hospitals and retailers stock the right products in the right quantities, reducing shortages or excess waste.
• Wearables and AI-driven sensors alert users (or caregivers) when an ostomy bag or incontinence pad needs changing, improving hygiene and reducing complications.

Incontinence and ostomy care products refer to medical supplies designed to manage involuntary loss of urine or feces and to support patients with surgically created openings for bodily waste elimination. In Europe, the market for these products is driven by a growing demand for product innovation and discreet care solutions, reflecting the evolving needs of patients seeking comfort, confidence, and improved quality of life. Product innovation dominates the Europe incontinence and ostomy care products market as manufacturers increasingly focus on ergonomically advanced, skin-friendly, and high-absorbency products tailored to diverse user needs. These innovations address clinical effectiveness and also user comfort and convenience, particularly important in aging populations and long-term care environments. Consequently, discreet solutions are gaining traction as users seek products that are less visible under clothing, noiseless during movement, and easier to manage in daily life. This shift toward discretion highlights a broader trend in European integration in incontinence and ostomy care management.

Drivers & Opportunities

Higher Rates of Colorectal Cancer, IBD, and Diabetes: The rising prevalence of colorectal cancer, inflammatory bowel disease (IBD), and diabetes across Europe is driving the demand for incontinence and ostomy care products. A July 2024 EU report stated that colorectal cancer caused 132,300 deaths in the region, accounting for 11.6% of all cancer-related deaths and 2.5% of total mortality. These conditions often lead to the need for surgical interventions such as colostomies or ileostomies or result in incontinence as a secondary complication. As a result, there is a growing population of patients requiring long-term management solutions to support daily functioning and enhance quality of life. This has led to increased adoption of specialized ostomy pouches, skin barriers, and incontinence pads, reinforcing the Europe incontinence and ostomy care products market growth trajectory.

Increased Healthcare Expenditure and Government Initiatives: Increased healthcare expenditure and proactive government initiatives across European countries are also contributing to market expansion. A November 2024 EU report indicated that total healthcare expenditure reached USD 1,913.76 billion in 2022, reflecting the region's substantial investment in medical services and products. Public health systems and insurance coverage are increasingly including advanced incontinence and ostomy/stoma care products under reimbursement schemes, which is further improving accessibility. Moreover, government-led awareness programs and support for elderly and chronically ill populations are driving early diagnosis and continuous care, thereby fueling the Europe incontinence and ostomy care products market.

Segmental Insights

Type Analysis

Based on type, the Europe incontinence and ostomy care products market segmentation includes incontinence care products and ostomy care products. The incontinence care products segment accounted for largest share in 2024 primarily driven by the high prevalence of urinary incontinence among the aging population and individuals with chronic health conditions such as diabetes and neurological disorders. The broad availability of product options, such as adult diapers, absorbent pads, and protective undergarments, has supported steady demand across hospitals, long-term care facilities, and home care settings. Additionally, increasing awareness about incontinence management and the focus on personal dignity and hygiene have encouraged wider product adoption. Continued innovation in product comfort, absorbency, and discreetness has further strengthened consumer confidence and brand loyalty.

The ostomy care products segment is expected to witness the fastest growth during the forecast period, supported by a rising number of ostomy procedures linked to colorectal cancer, inflammatory bowel disease (IBD), and other gastrointestinal conditions. Advancements in European healthcare infrastructure and surgical capabilities have improved post-operative outcomes, boosting demand for high-quality ostomy solutions such as pouches, skin barriers, and accessories. Moreover, expanding access to patient education, counseling services, and community support programs has enhanced patient awareness and confidence in managing ostomies, encouraging the use of advanced, comfortable, and discreet products for long-term care.

Country Analysis

Germany Incontinence and Ostomy Care Products Market Assessment

A strong healthcare infrastructure, a high proportion of elderly individuals, and a well-established reimbursement framework for incontinence and ostomy care products drive the Germany market growth. The country’s proactive approach to elderly care and chronic disease management has resulted in increased adoption of advanced care solutions. Additionally, German manufacturers are at the forefront of product innovation, contributing to the availability of high-quality, discreet, and comfortable options that meet patient needs across both institutional and home care environments.

UK Incontinence and Ostomy Care Products Market Trends

The UK market is expected to witness substantial growth during the forecast period due to growing public awareness of continence and ostomy health, supported by extensive outreach from the National Health Service (NHS) and patient advocacy groups. The increasing focus on personalized care, along with rising demand for home-based treatment options, is driving the uptake of user-friendly and skin-sensitive products. Furthermore, initiatives aimed at reducing stigma and improving the quality of life for ostomy and incontinence patients are enabling a supportive environment for market expansion.

Key Players & Competitive Analysis

The Europe incontinence and ostomy care sector is shaped by industry trends such as aging populations and rising colorectal cancer cases, driving revenue growth. Key players such as Coloplast, Essity, and B. Braun leverage competitive intelligence and strategy to dominate developed markets, while small and medium-sized businesses target niche emerging market segments. Technological advancements, including smart ostomy devices and eco-friendly materials, are reshaping sustainable value chains. Economic and geopolitical shifts, such as EU healthcare spending, influence strategic investments and expansion opportunities. Local reimbursement policies further impact competitive positioning. Disruptions and trends, such as Artificial Intelligence-driven predictive care, present latent demand and opportunities for innovation. Meanwhile, mergers and regional partnerships reflect key strategic developments to capture growth projections. Challenges include pricing pressures and supply chain complexities, but future development strategies emphasize interactive patient care and home-care adoption. Expert’s insight on regulatory and sustainability demands will be critical for long-term success.

A few major companies operating in the Europe incontinence and ostomy care products industry include ABENA, B. Braun, Coloplast, ConvaTec, Essity, Hartmann Group, Hollister Incorporated, Lohmann & Rauscher, Ontex, and Salts Healthcare.

Key Players

• ABENA
• B. Braun
• Coloplast
• ConvaTec
• Essity
• Hartmann Group
• Hollister Incorporated
• Lohmann & Rauscher
• Ontex
• Salts Healthcare

Europe Incontinence and Ostomy Care Products Industry Developments

• February 2024: ConvaTec launched Esteem Body with Leak Defense, a one-piece convex ostomy system. The portfolio includes drainable, closed-end, and urostomy pouches, designed for diverse body types and stoma shapes.

Europe Incontinence and Ostomy Care Products Market Segmentation

By Type Outlook (Revenue, USD Billion, 2020–2034)

• • Incontinence Care Products
    • Absorbents
    • Incontinence Bags
    • Others
  • Ostomy Care Products
    • Ostomy Bags
      • Colostomy Bags
      • Ileostomy Bags
    • Urostomy Bags
      • Continent Ileostomy Bags
      • Continent Urostomy Bags
    • Deodorants
    • Skin Barriers
    • Irrigation Products

By Country Outlook (Revenue, USD Billion, 2020–2034)

• Europe
  • Germany
  • France
  • UK
  • Italy
  • Spain
  • Netherlands
  • Russia
  • Rest of Europe

Europe Incontinence and Ostomy Care Products Market Report Scope