Incontinence and Ostomy Care Products Market Size, Share, Trends, Industry Analysis Report
By Type (Incontinence Care Products, Ostomy Care Products), By Region – Market Forecast, 2025–2034
- Published Date:Aug-2025
- Pages: 129
- Format: PDF
- Report ID: PM6292
- Base Year: 2024
- Historical Data: 2020-2023
Overview
The global incontinence and ostomy care products market size was valued at USD 16.99 billion in 2024, growing at a CAGR of 5.33% from 2025 to 2034. The expansion in home healthcare, advancements in product innovation technologies, rising aging population, and rising prevalence of chronic diseases propel the demand for incontinence and ostomy care products.
Key Insights
- The incontinence care products segment dominated the industry in 2024, with 75% of revenue, owing to its extensive application among diverse patient groups such as geriatric populations, post-operative cases, and those with chronic illnesses or limited mobility.
- North America maintained its position as the global leader in the incontinence and ostomy care sector in 2024, supported by its refined healthcare framework, elevated consumer awareness, and concentration of major manufacturers.
- The U.S. emerged as the primary contributor, benefiting from its robust medical infrastructure, widespread product accessibility, and high health literacy among consumers.
- Asia Pacific market is anticipated to register the most rapid growth between 2025 and 2034, fueled by demographic shifts toward an aging society, increased focus on hygiene standards, and increasing investments in healthcare systems.
- The market in India is witnessing notable expansion driven by rising health consciousness, a growing senior population, and the escalating prevalence of lifestyle-related conditions such as diabetes and obesity.
Industry Dynamics
- Growing elderly demographics boost demand, as age-related conditions such as urinary incontinence and colorectal cancer frequently necessitate ostomy care solutions.
- Increasing prevalence of diabetes, IBD, and neurological disorders drive product adoption, as these conditions often require incontinence or ostomy management.
- High product costs and limited reimbursement policies in developing markets restrict accessibility, particularly for elderly and low-income populations who rely heavily on these essential care products.
- Growing awareness of advanced, skin-friendly products in emerging economies presents untapped potential, driven by rising healthcare standards and an expanding aging population worldwide.
Market Statistics
- 2024 Market Size: USD 16.99 billion
- 2034 Projected Market Size: USD 28.53 billion
- CAGR (2025–2034): 5.33%
- North America: Largest market in 2024
Incontinence and ostomy care products refer to medical devices and supplies designed to manage urinary or fecal incontinence and to support patients with ostomies following surgical procedures. The market for these products is influenced by the growing expansion of home healthcare services, which is transforming how patients access and utilize care. The demand for convenient, easy-to-use, and reliable products has increased as more individuals, especially the elderly and chronically ill, prefer care within the comfort of their homes. This shift has encouraged manufacturers to focus on user-friendly designs that allow for self-administration or support by non-professional caregivers, ultimately contributing to improved patient outcomes and a more cost-effective care environment.
The continuous advancement in product innovation technologies contributes to the growth opportunities. Manufacturers are increasingly integrating features such as odor control, skin-friendly materials, enhanced absorbency, and discreet product designs to improve comfort and reduce the risk of complications. In February 2024, Convatec launched Esteem Body with Leak Defense, a one-piece convex ostomy system. The portfolio includes drainable, closed-end, and urostomy options, designed to accommodate diverse body types and stoma shapes. Innovations in digital monitoring and smart healthcare devices are also playing a role in enhancing product performance and patient monitoring devices, offering added value to users and healthcare providers alike. These technological strides are elevating the user experience and positioning these products as more efficient and hygienic solutions within both clinical and home environments.
Drivers & Opportunities
Rising Aging Population: The rising aging population is driving the growth opportunities, as elderly individuals are more prone to conditions such as urinary incontinence, colorectal cancer, and other gastrointestinal disorders that often require ostomy procedures. According to a February 2025 report by the World Health Organization (WHO), the global population aged 60 years and above is expected to grow, rising from 1.1 billion in 2023 to 1.4 billion by 2030. Muscle tone weakens and the risk of mobility limitations increases with age, making it challenging for older adults to manage basic toileting needs without assistance. This demographic shift has led to a growing demand for reliable and comfortable solutions that support independent living and enhance quality of life. As a result, manufacturers are focusing on developing ergonomic, discreet, and skin-friendly products tailored to the specific needs of the aging population.
Rising Prevalence of Chronic Diseases: The rising prevalence of chronic diseases such as diabetes, cancer, inflammatory bowel disease (IBD), and neurological disorders contributes to the increasing adoption of these products. According to an October 2024 report from the CDC stated that chronic diseases such as heart disease, cancer, and diabetes are the top causes of U.S. deaths and disabilities. Six in 10 Americans have at least one chronic condition, while four in 10 have multiple, requiring ongoing care or limiting daily activities. Many of these conditions lead to complications that impair normal bowel or bladder function, necessitating long-term or permanent use of specialized medical devices. The sustained increase in chronic health conditions across all age groups, especially in regions with changing lifestyles and limited preventive care, has created a consistent and growing need for these products.
Segmental Insights
Type Analysis
Based on type, the segmentation includes incontinence care products and ostomy care products. The incontinence care products segment accounted for 75.0% revenue share in 2024. The dominance is driven by its widespread usage across a broad patient demographic, including the elderly, post-surgical patients, and individuals with mobility issues or chronic conditions. These products are frequently used in both institutional and home healthcare environments, offering daily support for managing urinary and fecal incontinence. Their consistent demand is further supported by increasing awareness about personal hygiene and the availability of a diverse product range, such as pads, adult diapers, and protective garments. Additionally, the discreet design and improved comfort of modern incontinence products have made them more acceptable, encouraging greater adoption among users, thereby contributing to the segment’s strong market presence.
The ostomy care products segment is expected to witness the fastest growth during the forecast period. The growth of the segment is driven by the increasing prevalence of colorectal cancer, inflammatory bowel disease, and other gastrointestinal disorders requiring surgical interventions. Growing awareness about post-surgical care and the availability of advanced ostomy solutions are boosting higher adoption among patients and healthcare providers. Moreover, continuous improvements in product design, such as skin-friendly adhesives, odor control systems, and discreet wearables, are enhancing patient comfort and confidence, thereby boosting long-term usage. The demand for innovative and reliable ostomy care products is projected to rise across global regions, with healthcare systems placing greater focus on quality of life for patients undergoing ostomy procedures.
Regional Analysis
The North America incontinence and ostomy care products market accounted for the largest global market share in 2024. This dominance is attributed to its advanced healthcare infrastructure, high awareness levels, and strong presence of major industry players. The region benefits from robust reimbursement frameworks and early adoption of innovative healthcare solutions, which collectively support greater accessibility and usage of incontinence and ostomy products. Additionally, the high prevalence of age-related conditions and chronic diseases, alongside a growing preference for home-based care, has further fueled demand. The continuous focus on patient comfort, with well-established distribution networks, has reinforced North America’s leading position in the global market.
U.S. Incontinence and Ostomy Care Products Market Insights
The U.S. held the largest share in North America incontinence and ostomy care products landscape in 2024 due to its well-established healthcare system, high awareness levels, and strong consumer access to advanced medical products. The country’s aging population, coupled with a high prevalence of chronic conditions, continues to drive sustained demand. Additionally, widespread insurance coverage and the presence of major manufacturers and distribution networks support product availability and innovation across all care settings.
Asia Pacific Incontinence and Ostomy Care Products Market Trends
The market in Asia Pacific is projected to grow fastest from 2025 to 2034, primarily due to its expanding aging population, growing awareness of hygiene and long-term care products, and rising healthcare expenditure. According to a January 2025 report by the Ministry of Finance, India's Total Health Expenditure (THE) for fiscal year 2022 was estimated at USD 108.5 billion. This expenditure represented 3.8% of the country's GDP and amounted to roughly USD 79 per capita at current prices. More individuals are gaining access to incontinence and ostomy/stoma care solutions as the region experiences rapid urbanization and healthcare modernization. Additionally, local and international manufacturers are increasingly investing in product availability and affordability to cater to the region’s large and diverse population base. These evolving healthcare dynamics are expected to accelerate product penetration and drive sustained growth in the Asia Pacific market over the forecast period.
India Incontinence and Ostomy Care Products Market Overview
The market in India is expanding due to growing awareness of personal hygiene, increasing elderly population, and rising incidence of lifestyle-related diseases such as diabetes and obesity. Rapid urbanization and the improvement of healthcare infrastructure are also enabling greater access to incontinence and ostomy care solutions. Moreover, rising healthcare expenditure and the entry of both local and global players are contributing to broader product reach and market growth across urban and semi-urban regions.
Europe Incontinence and Ostomy Care Products Market Outlook
The incontinence and ostomy care products landscape in Europe is projected to hold a substantial share by 2034. The regional market growth is supported by its aging population, strong public health policies, and widespread institutional care infrastructure. The region has consistently highlighted the quality of life for the elderly and chronically ill, leading to high adoption rates of personal care products. Furthermore, Europe’s proactive perspective on product safety, sustainability, and innovation encourages continuous development and availability of advanced care solutions. The presence of leading global manufacturers and ongoing investments in home healthcare services are also contributing to the region’s enduring market strength.
UK Incontinence and Ostomy Care Products Market Assessment
The UK market growth is driven by the increasing focus on elderly and palliative care services, along with robust public health initiatives aimed at managing chronic conditions. The country’s focus on home-based healthcare and the integration of support products into routine care plans have accelerated product uptake. In addition, the NHS and other healthcare providers actively promote the use of high-quality, cost-effective incontinence and ostomy solutions, supporting ongoing market expansion.
Key Players & Competitive Analysis
The incontinence and ostomy care products sector presents revenue opportunities, with strategic investments focusing on both developed and emerging markets. Industry trends highlight growing latent demand driven by aging populations and increasing healthcare awareness, creating expansion opportunities for businesses of all sizes. Competitive intelligence reveals that major players are leveraging technological advancements to develop sustainable value chains while addressing supply chain disruptions. Future development strategies emphasize product innovation and regional footprint optimization, particularly in high-growth markets where economic and geopolitical shifts are reshaping demand patterns. Small and medium-sized businesses are capitalizing on untapped segments through strategic alliances, while larger firms focus on revenue growth through expert insights into emerging market dynamics. The industry's competitive positioning increasingly depends on addressing macroeconomic trends and leveraging disruptive technologies to meet evolving consumer needs across diverse economic landscapes. Sustainability strategy and transformation are becoming critical differentiators as companies navigate this rapidly evolving sector.
A few major companies operating in the incontinence and ostomy care products industry include B. Braun SE; BD (Becton Dickinson); Byram Healthcare Centers, Inc; CliniMed Limited; Coloplast Corp (SenSura, Assura brands); Convatec Group PLC; Essity; Hollister Incorporated; Salts Healthcare; and Welland Medical Ltd.
Key Players
- B. Braun SE
- BD (Becton Dickinson)
- Byram Healthcare Centers, Inc
- CliniMed Limited
- Coloplast Corp (SenSura, Assura brands)
- Convatec Group PLC
- Essity
- Hollister Incorporated
- Salts Healthcare
- Welland Medical Ltd
Incontinence and Ostomy Care Products Industry Developments
- May 2024: Coloplast enhanced its Luja catheter line for women, clinically proven to enable complete bladder emptying without repositioning while ensuring comfort. The eco-friendly design uses 28% less plastic than previous models and features a 22% lower carbon footprint, with recyclable packaging.
- April 2024: Medline collaborated with Consure Medical to exclusively distribute the QiVi MEC male external catheter, designed to reduce catheter-associated UTIs (CAUTI) and incontinence-associated dermatitis (IAD). The collaboration aims to improve patient outcomes and lower healthcare costs through expanded access.
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
- Ostomy Bags
- Incontinence Care Products
By Regional Outlook (Revenue, USD Billion, 2020–2034)
- North America
- U.S.
- Canada
- Europe
- Germany
- France
- UK
- Italy
- Spain
- Netherlands
- Russia
- Rest of Europe
- Asia Pacific
- China
- Japan
- India
- Malaysia
- South Korea
- Indonesia
- Australia
- Vietnam
- Rest of Asia Pacific
- Middle East & Africa
- Saudi Arabia
- UAE
- Israel
- South Africa
- Rest of Middle East & Africa
- Latin America
- Mexico
- Brazil
- Argentina
- Rest of Latin America
Incontinence and Ostomy Care Products Market Report Scope
|
Report Attributes |
Details |
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Market Size in 2024 |
USD 16.99 Billion |
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Market Size in 2025 |
USD 17.88 Billion |
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Revenue Forecast by 2034 |
USD 28.53 Billion |
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CAGR |
5.33% from 2025 to 2034 |
|
Base Year |
2024 |
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Historical Data |
2020–2023 |
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Forecast Period |
2025–2034 |
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Quantitative Units |
Revenue in USD Billion and CAGR from 2025 to 2034 |
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Report Coverage |
Revenue Forecast, Competitive Landscape, Growth Factors, and Industry Trends |
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Segments Covered |
|
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Regional Scope |
|
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Competitive Landscape |
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Report Format |
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Customization |
Report customization as per your requirements with respect to countries, regions, and segmentation. |
FAQ's
The global market size was valued at USD 16.99 billion in 2024 and is projected to grow to USD 28.53 billion by 2034.
The global market is projected to register a CAGR of 5.33% during the forecast period.
North America dominated the market in 2024.
A few of the key players in the market are B. Braun SE; BD (Becton Dickinson); Byram Healthcare Centers, Inc; CliniMed Limited; Coloplast Corp (SenSura, Assura brands); Convatec Group PLC; Essity; Hollister Incorporated; Salts Healthcare; and Welland Medical Ltd.
The incontinence care products segment accounted for 75.0% revenue share in 2024
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