U.S. Incontinence and Ostomy Care Products Market Size, Share, Trends, Industry Analysis Report
By Type (Incontinence Care Products, Ostomy Care Products) – Market Forecast, 2025–2034
- Published Date:Aug-2025
- Pages: 128
- Format: PDF
- Report ID: PM6293
- Base Year: 2024
- Historical Data: 2020-2023
Overview
The U.S. incontinence and ostomy care products market size was valued at USD 7.09 billion in 2024, growing at a CAGR of 5.7% from 2025 to 2034. Key factors driving demand for U.S. incontinence and ostomy care products include the growing incidence of incontinence, rising product innovation, increasing geriatric population, and introduction of awareness campaigns.
Key Insights
- The incontinence products segment held a 42.09% revenue share in 2024, fueled by high urinary incontinence rates among seniors and chronic disease patients.
- The ostomy segment is projected to register a CAGR of 5.5%, driven by increasing ostomy surgeries due to rising prevalence of colorectal cancer, IBD, and other GI disorders.
Industry Dynamics
- The growing elderly population in the U.S. boosts demand for incontinence products, as aging increases bladder and bowel control issues.
- Education initiatives reduce stigma around incontinence, encouraging more people to seek care and adopt proper product use, supporting market expansion.
- High product costs and limited insurance coverage restrict accessibility, particularly for low-income patients, hindering market penetration despite growing demand.
- Innovations in discreet, eco-friendly, and skin-friendly products present a major growth opportunity as consumer preferences shift toward comfort and sustainability.
Market Statistics
- 2024 Market Size: USD 7.09 billion
- 2034 Projected Market Size: USD 12.35 billion
- CAGR (2025-2034): 5.7%
Incontinence and ostomy care products refer to medical devices and consumables designed to manage the elimination of urine or feces in individuals with bladder or bowel dysfunctions or those who have undergone ostomy surgeries. In the U.S., the demand for these products is increasing, driven by the growing incidence of incontinence among the aging population and patients with chronic health conditions. According to an April 2024 NIH report, urinary incontinence affects 6-8% of the U.S. population aged 65 and older each year. The need for reliable and comfortable care products has become critical with a rising number of individuals affected by urinary and fecal incontinence, particularly due to age-related physiological changes, diabetes, and neurological disorders. This demographic trend is pushing healthcare providers and patients alike to adopt a wide range of solutions that ensure dignity, hygiene, and improved quality of life, thereby driving the U.S. incontinence and ostomy care products market growth.
The U.S. Incontinence and ostomy care products market is growing due to the continuous innovation in product design and technology aimed at improving comfort, discretion, and user-friendliness. Companies are increasingly focusing on advanced materials, odor control features, and ergonomic designs to enhance patient satisfaction and compliance. These innovations are catering to the specific needs of end-users but are also enabling caregivers to offer more effective and convenient care. Moreover, the integration of digital tools, such as smart sensors for monitoring leakage or skin condition, further reflects the market’s transition toward personalized and tech-driven care solutions. This ongoing product development is playing a pivotal role in strengthening brand loyalty and expanding the adoption of premium products across healthcare settings and home care environments.
Drivers & Opportunities
Increasing Geriatric Population: Aging is strongly associated with a higher prevalence of bladder and bowel control issues. According to a June 2024 U.S. Census Bureau report, America's population aged 65 and older grew by 9.4% between 2020 and 2023, reaching approximately 59.2 million. Age-related physiological changes, such as weakened pelvic muscles, reduced bladder capacity, and the presence of chronic conditions such as diabetes and Parkinson’s disease, contribute to the growing need for these products. Older adults often require consistent, reliable solutions to manage their daily hygiene and maintain their independence and quality of life. The demand for advanced and comfortable incontinence and ostomy/stoma care products increases as the elderly population continues to grow, making this demographic shift a fundamental growth factor for the market. The increasing geriatric population in the U.S. is driving the U.S. incontinence and ostomy care products market growth opportunities.
Introduction of Awareness Campaigns: The introduction of awareness campaigns is driving the U.S. incontinence and ostomy care products market growth opportunities, as it has a major role in destigmatizing incontinence and encouraging affected individuals to seek proper care. In the U.S., initiatives led by healthcare organizations, advocacy groups, and manufacturers aim to educate both patients and caregivers about the availability and proper use of these products. In February 2022, the Agency for Healthcare Research and Quality launched INTUIT-PC to help primary care practices implement evidence-based nonsurgical UI treatments for women, such as behavioral therapies, medications, and neuromodulation. The initiative bridges the gap between research and clinical practice through its EvidenceNOW support model. These campaigns increase diagnosis rates and promote early intervention, which, in turn, boosts product adoption. Moreover, greater awareness helps normalize discussions around sensitive conditions, improving health-seeking behavior and driving market demand across various consumer groups, especially among those who previously hesitated to seek help.
Segmental Insights
Type Analysis
Based on type, the U.S. Incontinence and ostomy care products market segmentation includes incontinence care products and ostomy care products. The incontinence care products segment accounted for 42.09% revenue share in 2024. The dominance is driven by the high prevalence of urinary incontinence among the elderly and patients with chronic health conditions. The wide availability of product options such as adult diapers, pads, and protective garments has supported consistent demand across both institutional and home care settings. Additionally, increasing patient awareness and the growing focus on personal hygiene and dignity have contributed to the ongoing adoption of these products. The segment also benefits from continuous enhancements in design and material comfort, which cater to user’s needs for discretion and convenience, reinforcing consumer trust and brand preference.
The ostomy care products segment is expected to witness the highest CAGR of 5.5% during the forecast period, supported by the rising number of ostomy surgeries resulting from colorectal cancer, inflammatory bowel disease, and other gastrointestinal conditions. In the U.S., advancements in surgical techniques and post-operative care have improved patient outcomes, thereby increasing the demand for specialized ostomy supplies such as pouches, flanges, and skin barriers. Moreover, greater focus on patient rehabilitation and reintegration into daily life has led to increased uptake of user-friendly, discreet, and skin-sensitive products. The segment’s growth is further supported by improved access to ostomy education and support services, encouraging both patients and caregivers to adopt high-quality solutions for long-term care.
Key Players & Competitive Analysis
The U.S. incontinence and ostomy care products market is highly competitive, with major players focusing on revenue growth, emerging market segments, and strategic investments to strengthen their positions. Competitive intelligence and strategy reveal that leading companies are leveraging technological advancements to enhance product offerings, while small and medium-sized businesses are exploring expansion opportunities in niche segments. Industry trends indicate rising demand due to an aging population, driving revenue opportunities for innovative solutions. Disruptions and trends, such as sustainable value chains and digitalization, are reshaping the competitive landscape. Companies are also assessing economic and geopolitical shifts to refine future development strategies, ensuring long-term dominance in both developed markets and high-growth regions. Expert's insight on market dynamics highlights the importance of competitive positioning through mergers, acquisitions, and partnerships.
A few major companies operating in the U.S. incontinence and ostomy care products market include B. Braun Melsungen AG; Byram Healthcare Centers, Inc; Coloplast; ConvaTec; Hollister Incorporated; Kimberly-Clark Corporation; Salts Healthcare; Svenska Cellulose Aktiebolaget (SCA); Teleflex Incorporated; Total Home Care Supplies; Unicharm Corporation; and Urological Supplies Inc.
Key Players
- B. Braun Melsungen AG
- Byram Healthcare Centers, Inc
- Coloplast
- ConvaTec
- Hollister Incorporated
- Kimberly-Clark Corporation
- Salts Healthcare
- Svenska Cellulose Aktiebolaget (SCA)
- Teleflex Incorporated
- Total Home Care Supplies
- Unicharm Corporation
- Urological Supplies Inc
U.S. 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.
U.S. Incontinence and Ostomy Care Products Market Segmentation
By Type Outlook (Revenue, USD Billion, 2020–2034)
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- 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
U.S. Incontinence and Ostomy Care Products Market Report Scope
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Report Attributes |
Details |
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Market Size in 2024 |
USD 7.09 Billion |
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Market Size in 2025 |
USD 7.50 Billion |
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Revenue Forecast by 2034 |
USD 12.35 Billion |
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CAGR |
5.7% from 2025 to 2034 |
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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 market size was valued at USD 7.09 billion in 2024 and is projected to grow to USD 12.35 billion by 2034.
The market is projected to register a CAGR of 5.7% during the forecast period.
A few of the key players in the market are B. Braun Melsungen AG; Byram Healthcare Centers, Inc; Coloplast; ConvaTec; Hollister Incorporated; Kimberly-Clark Corporation; Salts Healthcare; Svenska Cellulose Aktiebolaget (SCA); Teleflex Incorporated; Total Home Care Supplies; Unicharm Corporation; and Urological Supplies Inc.
The incontinence care products segment accounted for 42.09% revenue share in 2024
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