The adult incontinence products market is growing steadily, driven by factors like the aging population, greater awareness of incontinence and ongoing product innovations. Chronic conditions, improved healthcare access and better retail channels are also contributing to growth. As a result, manufacturers and brands are increasingly focused on providing solutions that enhance the comfort and quality of life for individuals affected by the condition.
Liying Qian, head of Tissue and Hygiene at Euromonitor International, expresses positivity about the adult incontinence products market. “Of all the hygiene categories, baby diapers, menstrual care, incontinence and personal wipes, this is really the (most quickly) growing category of all even though it’s small compared to others.”
According to Euromonitor, the global adult incontinence market is expected to experience steady growth across different segments from 2024 to 2029. Retail adult incontinence is projected to grow at a compound annual growth rate (CAGR) of 5.5% in volume during this period. Away-from-home adult incontinence is forecasted to increase at a slightly slower pace, with a 3.6% CAGR in volume. Meanwhile, reimbursement adult incontinence is anticipated to grow at a 3% CAGR in volume over the same time frame.
“Adult incontinence remains one of the most resilient categories, with the retail segment seeing the most dynamic growth of 3.5% in volume and 4.2% in nominal value (2023-2024), driven by the aging trend, income improvement and destigmatization progress in both developed and developing regions, notably North America and Asia Pacific,” Qian says. “Globally, the moderate/heavy absorbency format is expected to see slightly faster growth in 2024 and onward, as it transitions from a heavily medicalized segment to a more pro-lifestyle segment with better quality, inclusive sizing and skin care features.”
Manufacturers in the adult incontinence products market are also confident about future growth. Ann Hertzfeld, vice president of Research & Development and Consumer Experience at Principle Business Enterprises (PBE), cites estimates indicating that 10,000 baby boomers in the U.S. turn 65 every day, a trend expected to persist until 2030. “The risk of incontinence can double for those over 65, largely due to age-related physiological changes and the higher prevalence of medical conditions that can contribute to incontinence in older adults.”
Another factor that will contribute to growth is the fact that more people are becoming aware of and are gaining access to resources for incontinence, which is starting important conversations between family members, caregivers and healthcare providers, Hertzfeld adds. “As a result, the stigma around incontinence is reducing and people are more open to addressing the conversation earlier in their incontinence journey—increasing the demand for incontinence solutions.”
Adam Greenberg, president and founder of NorthShore Care Supply, believes that long term, reducing the cultural stigma of wearing adult diapers will be the largest growth driver.
NorthShore’s surveys show that for every absorbent product consumer (excluding senior and acute care facilities), there are at least two others who are not actively purchasing absorbent products primarily due to the shame and blame associated with the stigma of adult diapers. “In other words, if there were no stigma, we would have triple the amount of incontinence product buyers than we do today, even before any demographic growth,” Greenberg says.
The company’s surveys show that current societal norms of “only babies wear diapers” and “it’s not normal to have incontinence” are reinforcing self-blame and shame and preventing people from wearing absorbent products and also from seeking medical care. “NorthShore has been working for many years to make ‘adult diapers’ part of the normal conversation and reducing our use of euphemisms. The latest example is our new highway billboard campaign, which is seen by over 100,000 vehicles every day.”
Innovation Trends
In terms of innovation, Qian of Euromonitor says absorbency and skin health are still the two key focuses.
“I think we can all acknowledge that in adult incontinence, functionality is the optimal priority no matter how fancy or lifestyle-oriented the category has become, and absorbency is a top concern,” she explains. “On the skin health side, a lot of the focus has been put towards airlock, breathability, barrier protection, skin microbiome health and pH balance. All of these very skin-forward features are really dominating the innovation.”
In line with these trends, Ontex’s key technologies include breathable materials and odor control, which are integrated across the company’s product range to enhance comfort and confidence. Meanwhile, the company’s channel technology, featured in its light and medium incontinence products, enables faster absorption, increased protection and better skin dryness. For individuals with heavier incontinence needs, skin care is a key focus area. “We develop products with skin-friendly materials and enhanced absorption to help maintain skin health and prevent irritation,” says Tatiana Bumachar, sr. marketing manager Adult care, Ontex.
Attn: Grace, an incontinence brand designed for women, has been focusing on high-performance products that are thoughtfully designed and free from harsh chemicals. The brand recently expanded its product lineup to include additional absorbency levels, providing more personalized solutions for women, according to Alexandra Fennell, co-founder, Attn: Grace.
“We are continually researching ways to improve both performance and sustainability in our products,” she says. “One area of focus is enhancing our absorbent technology to deliver even better leak protection while maintaining the comfort and breathability our customers love and further minimizing our environmental impact.”
First Quality Products recently launched Prevail Neutral protective underwear.
From a style perspective, pull-on incontinence underwear, which is typically discreet and form-fitting like normal underwear, has been becoming a popular choice among consumers.
In July, First Quality Products launched Prevail Neutral protective underwear in a sleek black design with an ultra-soft feel and body-hugging fit.
Designed for premium comfort and discretion, Prevail Neutral underwear includes MaxSorb gel technology and delivers up to 10 hours of bladder protection. Meanwhile, Omni-Odor Guard Technology stops odors before they start.
The underwear’s high-waisted fit and body-contouring design provide support and help eliminate panty lines.
“In launching Prevail Neutral, we started with black because it’s a standard neutral color for intimate wear, and women increasingly want bladder protection products that look and feel like regular underwear,” says Kristy Rothberg, head of marketing for First Quality’s Absorbent Hygiene division. “We’ve reimagined our Prevail protective underwear to better meet the needs of women who are managing incontinence and don’t want to compromise on comfort or style.
In addition to focusing on new product development, First Quality is also expanding its manufacturing capabilities in the category.
An expansion project announced last year will increase its bladder control pad, protective underwear and underpad capacity by over 25%. This expansion will include an investment in manufacturing lines that will enable First Quality to satisfy the growing demands for its products. In addition, the company will be launching new innovative products not currently found in North America and introducing cutting-edge innovations and enhanced features. The expansion, at First Quality’s site in Macon, GA, is expected to be completed by September 2025.
Meanwhile, PBE, a manufacturer of personal care and incontinence products, is also responding to market needs by doubling its production capacity of absorbent products specifically designed for the plus-size community at its facility in Dunbridge, OH.
“As the pioneer in the bariatric product space, Tranquility introduced the first 3XL– 5XL briefs to the market 20 years ago,” says Hertzfeld. “We have continued to expand our bariatric manufacturing capabilities in response to growing demand from more ambulant and independent consumers for an extended-size protective underwear product. This is reflected in the launch of our 3XL pull-on underwear and, later this year, the unveiling of a state-of-the-art brief line that will specialize in improving products for plus-sized individuals.”
PBE launched its first 3XL disposable pull-on underwear in two protection levels – Tranquility Premium OverNight Underwear and Tranquility Essential Underwear—Heavy. Both products fit waistlines up to 95 inches, with the OverNight version being the first 3XL underwear in the market to feature 100% breathable materials, providing added skin health benefits.
PBE recently launched its 3XL disposable pull-on underwear in two protection levels.
Additionally, PBE’s investments in new manufacturing processes and production have enabled the business to use less energy, decrease packaging and reduce scrap material per product. These initiatives have a significant effect on the growing volume of products PBE produces every year. “Sustainability continues to be an integral part of PBE’s business strategy not only because it is the ‘right thing to do,’ but also because our corporate principles guide efficient and innovative business practices,” Hertzfeld says.
Options Abound
Today’s consumers of incontinence products are presented with a variety of options to meet their diverse needs. While established industry giants like Kimberly-Clark and Essity continue to refine their offerings, private labels and emerging brands are also introducing innovative solutions.
According to Qian, global market share remains dominated by top brands, while private label is gaining the most share of all top players. While lifestyle brands may perform well on a smaller scale, they remain niche in the global context.
In terms of consumer behavior, hygiene company Ontex has observed a market shift, particularly in Europe and North America. “A-brands are losing market share to private label and lifestyle brands, especially during economic downcycles,” says Ileana Balan, innovation manager Adult care, Ontex. “Consumers are increasingly seeking value-for-money alternatives, and retailer brands are stepping in to meet that demand.”
Balan attributes this shift to growing trust in retailer brands. Over the years, stronger retailer communication and increased product penetration have helped build consumer confidence in the quality of retail offerings. “Consumers are still looking for discreet, high-performance products, but they are becoming more pragmatic, often prioritizing affordability and value,” she adds.
On the product development side, Ontex’s new X-Core technology is an example of how it is continuously improving its products. This channeled system absorbs moisture twice as fast, helping to keep skin dry and comfortable while offering a discreet fit that feels more like regular underwear. It is designed with the needs of women in mind, who make up the majority of urinary incontinence sufferers. “The technology enhances comfort, provides better odor control and offers a secure fit, supporting women in staying active and confident throughout the day,” says Bumachar.
Ontex’s X-Core technology is a channeled system absorbs moisture twice as fast.
Another innovation is Ontex’s night pads for women with light incontinence. Offering up to 12 hours of leak protection and odor control, the asymmetrical pads feature a 30% wider back for better protection while laying down. The double barrier system includes waterproof soft sides to prevent leakage and elastics that provide a secure fit to prevent side leakage.
Private label hygiene manufacturer Drylock Technologies has also focused on product improvement. Matt Koloseike, vice president of sales and marketing at Drylock, says private label products have seen a significant improvement in quality over the years, and today’s private label/retail brands are equal to or better than in almost all cases the existing national branded products.
“This trend has been driven by the consumer and has been led by companies like Drylock with an investment and focus on innovation and industry-leading manufacturing capabilities and processes,” he explains. “Consumers are being drawn to retail brands due to the focus on improved quality of product and emphasis on a competitive price point.”
Drylock U.S. recently launched new innovations within its bladder control line, which includes pads and male guards. “The new products are focused on improving the consumer experience by delivering the most discreet and thinnest product line available today,” Koloseike says. “They are simply thinner and more discreet while maintaining performance.”
This work also reduced the packaging size, saving shelf space and cutting plastic use.
In 2023, Drylock introduced its patented anti-leak channel underwear in the U.S. market. Koloseike says Drylock U.S. is the first private label manufacturer to offer this. “This technology provides an incredible level of enhanced protection while providing the most discreet and comfortable product available to consumers today,” he says.
Purchasing Trends
Online shopping has revolutionized the way consumers buy adult incontinence products. With feelings of shame still preventing some from shopping in-store, e-commerce has provided a comfortable and convenient alternative for those seeking a discreet way to research and purchase these products.
“Online retail and e-commerce are helping grow the category and get incontinence products into the hands of people who need them most,” says Koloseike. “They enable discreet delivery, competitive price point and allow anyone to get the best possible products from either a healthcare distributor, online retailer or private label manufacturer. This enables more product offerings to the consumer market, as they aren’t limited to retail shelf space and other product constraints.”
According to Euromonitor statistics, the global share of total retail adult incontinence sales through e-commerce increased from approximately 21% to 22% between 2023 and 2024.
“E-commerce is growing and taking hold as the third-largest retail channel for adult incontinence products globally, but traditional grocery retail and health and beauty specialists (including pharmacies) still account for nearly three quarters of global retail adult incontinence value sales in 2024, signifying that brick-and-mortar stores remain the center of consumers’ shopping routines,” Qian says.
While online retail has grown across all consumer goods categories, Balan of Ontex says incontinence products have not yet reached the same level of penetration as other disposable hygiene goods. This is partly due to the fact that many shoppers in this category are less familiar with online shopping. “More importantly, consumers often require personalized guidance to select the right product for their specific needs or to receive support on continence management,” she says.
Heidi Robinson, chief operating officer at Because, a direct-to-consumer incontinence brand, believes online shopping has been a game-changer for incontinence products. “People love that it’s discreet and convenient—you can find what you need without worrying about any awkwardness at the store. But it’s more than that. It’s also a great way to discover new products and find your next go-to item,” she says. “That said, the vast majority of incontinence products are still bought in stores, and we know that’s not changing anytime soon. There’s a place for both.”
While many of Because’s customers say they love the ease of shopping online, Robinson says they also want to be able to grab the brand’s products in person. “We’re listening and always thinking about how to meet people wherever they like to shop. And exciting news—Because will be on retail shelves nationwide by summer 2025.”
Going Digital
Sensor technology in adult incontinence products detects moisture levels in real-time, alerting caregivers or users via connected apps when a change is needed, reducing discomfort and the risk of skin irritation. Some models can also analyze usage patterns, helping predict needs and improve overall care efficiency. In recent years, manufacturers in the absorbent hygiene space have started integrating this technology into their products to help improve the quality of life for individuals managing incontinence.
In September, Medline, a manufacturer and supplier of medical supplies and solutions, introduced the FitRight Connect Wetness Sensing System. The solution combines special briefs, a sensor pod and real-time alerts to provide data that takes the guesswork out of incontinence management and helps skilled nursing home residents stay dryer longer.
Studies show that the prevalence of incontinence among nursing home residents is as high as 83.7%. Adult briefs are an important part of managing incontinence management, but are often used incorrectly due to a lack of understanding of regular urinary patterns among residents. Depending on a caregiver’s availability, residents may spend hours in a wet brief, increasing the risk of developing dermatitis or incontinence-associated dermatitis.
The Wi-Fi enabled FitRight Connect Wetness Sensing System provides real-time data on residents’ voiding patterns, including the time each wetness event occurred, the amount of time residents spent in each brief and the amount of time before a clean brief was applied. The data help identify the real change rate per resident, potential toileting times, caregiver workflow patterns and the need for changes in residents’ plan of care. Utilizing the dashboard data has proven to be instrumental in conversing with family members about the incontinence care provided for their loved ones.
“One of the greatest benefits of FitRight Connect is its real-time alerts, which help identify when a resident needs to be changed, helping prevent agitation and skin breakdown,” says Michelle Leer, senior director of business development, Medline’s Personal Care division. “Bayley Senior Care in Ohio trialed the technology with 25 long-term care residents and saw a 36.9% reduction in time spent in soiled briefs and a 31% faster response time to brief changes in the first few weeks.”
Medline recently introduced the FitRight Connect Wetness Sensing System.
Meanwhile, Toray Industries, Inc. recently developed a diaper-embedded urination sensor that notifies caregivers when changes are necessary. In developing this sensor, the company used a technology to form semiconductor circuits on a flexible film that employs high-performance semiconductive carbon nanotubes composites. The company tested the capabilities of automatic urine-detecting diapers worn by patients at a nursing home and intends to further evaluate performance with larger groups of individuals, with a plan to commercialize the sensor in 2026.
Toray previously used its proprietary semiconductive carbon nanotubes composites technology to create a sensor integrated into a general-purpose film to detect moisture. It confirmed that the sensor could operate wirelessly. Embedding the sensor into a diaper made wireless communication unfeasible, however, owing to moisture from the human body and urine.
The company addressed that challenge by implementing moisture-resistant wireless communication technique. It also explored a sensor configuration that is less vulnerable to moisture, confirming its effectiveness with input from nursing home residents. In developing the sensor, Toray collaborated with Koyo Co., Ltd., a manufacturer and distributor of disposable diapers for adults.
The film-based sensor conforms to diaper contours, eliminating discomfort for wearers. Formed directly on the film, the semiconductor circuit prevents peeling, unlike silicon counterparts. Caregivers can easily use a diaper in which the sensor is pre-embedded and dispose of it without any special procedures, similar to a regular diaper. This innovation allows caregivers to effortlessly monitor changing times with a PC, smartphone, or tablet, reducing workloads and optimizing diaper changes, thus decreasing diaper consumption.
Additionally, the sensor detects urination in real-time enabling caregivers to gather data and accurately predict urination timing. They can efficiently guide individuals to restrooms when necessary, and thereby the individuals are expected to go to restrooms by themselves.
Technology to form semiconductor circuits directly on film by printing technology provides significant design flexibility and allows small-lot production with minimal expenses. Toray has set up a pilot line at its Shiga Plant to manufacture printed semiconductors. It aims to collaborate with partners to promptly commercialize a urination detection system leveraging its sensor technology.
