Incontinence And Ostomy Care Products Market - Global Industry Size, Share, Trends, Opportunity, and Forecast, Segmented By Type (Incontinence Care Products (Absorbents, Incontinence Bags, Others), Ostomy Care Products (Ostomy Bags, Deodorants, Skin Barriers, Irrigation Products)), By Region, and By Competition, 2021-2031F

Forecast Period	2027-2031
Market Size (2025)	USD 19.66 Billion
CAGR (2026-2031)	4.85%
Fastest Growing Segment	Incontinence Care Products
Largest Market	North America
Market Size (2031)	USD 26.12 Billion

Market Overview

The Global Incontinence And Ostomy Care Products Market will grow from USD 19.66 Billion in 2025 to USD 26.12 Billion by 2031 at a 4.85% CAGR. The Global Incontinence and Ostomy Care Products Market consists of medical devices and absorbents designed to manage the involuntary loss of bladder or bowel functions and assist individuals with surgical stomas. Key offerings include catheters, protective hygiene items, and ostomy pouches intended for daily management. The main drivers propelling this market are the aging global demographics and the rising incidence of chronic ailments such as inflammatory bowel disease and urological conditions. These factors generate a consistent and essential demand for care solutions that exists independently of temporary consumer preferences.

A significant challenge impeding broader market reliability is the prevalence of peristomal skin complications and infections which can discourage consistent product usage and increase treatment burdens. Manufacturers struggle to balance strong adhesion with skin preservation while maintaining affordability for patients. According to the United Ostomy Associations of America, in 2024, approximately 100,000 new patients face ostomy surgery annually in the United States. This constant influx highlights the urgent necessity for effective therapeutic products to support this growing patient base.

Key Market Drivers

The Rapid Growth of the Global Geriatric Population serves as a foundational catalyst for the Incontinence and Ostomy Care Products Market, as age-related physiological changes significantly increase the susceptibility to bladder and bowel control issues. As individuals age, the structural integrity of the urinary system often diminishes, necessitating the prolonged use of absorbents, catheters, and protective hygiene solutions to maintain quality of life. This demographic shift ensures a sustained expansion of the patient base requiring chronic care management, particularly among the oldest age cohorts who require the most intensive support. According to the United Nations, July 2024, in the 'World Population Prospects 2024', the global population of persons aged 80 years or older is projected to reach 265 million by the mid-2030s, creating a rapidly expanding consumer class for daily care essentials.

Simultaneously, the Rising Prevalence of Inflammatory Bowel Diseases and Colorectal Cancer directly accelerates the adoption of specialized ostomy care devices. Surgical interventions for these severe conditions often result in the creation of a stoma, establishing an immediate and permanent need for ostomy bags, barriers, and skin care accessories. The increasing diagnosis rates of these chronic ailments are expanding the market beyond traditional geriatric segments, driving demand for innovative postoperative solutions. According to the American Cancer Society, January 2024, in 'Cancer Facts & Figures 2024', an estimated 152,810 new cases of colorectal cancer are expected to be diagnosed in the United States in 2024 alone. This clinical burden translates into robust financial performance for key manufacturers; for instance, according to Coloplast, November 2024, in the 'Annual Report 2023/24', the company's Ostomy Care business delivered an organic growth rate of 7%, reflecting the critical necessity of these therapeutic products.

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Key Market Challenges

The prevalence of peristomal skin complications and infections represents a substantial impediment to the growth and reliability of the Global Incontinence and Ostomy Care Products Market. These physical ailments, ranging from irritant dermatitis to severe fungal infections, compromise the effectiveness of adhesives and absorbents, leading to leakage and reduced wear time. When patients experience such adverse effects, they often lose confidence in specific product lines, resulting in lower adherence rates and frequent brand switching. This volatility disrupts the recurring revenue streams that manufacturers rely upon and forces companies to divert significant resources toward addressing basic biocompatibility rather than innovation.

Furthermore, the economic burden associated with managing these conditions limits the broader adoption of premium care solutions. The need for additional treatments and frequent product changes increases the overall cost of care, straining both patient finances and healthcare budgets. According to the United Ostomy Associations of America, in 2024, 56% of patients who experienced changes in their prescribed pouching systems—a disruption frequently linked to the onset of skin complications—reported increased healthcare costs and out-of-pocket expenses. This financial pressure creates a barrier to market expansion, as resources are consumed by managing complications rather than investing in long-term, higher-quality management systems.

Key Market Trends

The Integration of Smart Sensor Technologies is fundamentally reshaping patient care by addressing the psychological and physical burdens of leakage anxiety. Manufacturers are embedding digital connectivity into ostomy and incontinence devices, allowing for real-time monitoring of saturation levels and barrier integrity via smartphone applications. This technological leap moves the market from reactive containment to proactive management, significantly reducing the risk of skin complications and improving user confidence. According to Coloplast, November 2025, in the 'Annual Report 2024/25', the company highlighted the commercial expansion of its Heylo digital leakage notification system, which is now fully reimbursed and available to patients in the United Kingdom, marking a major step in the adoption of connected care solutions.

Simultaneously, the Shift Toward Sustainable and Biodegradable Materials is driving manufacturers to overhaul supply chains and product compositions in response to environmental scrutiny. Innovation is concentrating on replacing fossil-based plastics with renewable plant-based alternatives and achieving carbon-neutral production processes without compromising the clinical performance required for high-absorbency hygiene products. This trend is evidenced by aggressive corporate sustainability targets and third-party validations of environmental impact. According to Drylock Technologies, September 2025, in the 'Sustainability Report 2024–2025', the company maintained CO2 neutrality across all its global production sites and earned the EcoVadis Platinum rating, placing it in the top 1% of companies assessed for sustainability performance worldwide.

Segmental Insights

Based on insights from leading market intelligence firms, the Incontinence Care Products segment is identified as the fastest-growing category within the Global Incontinence and Ostomy Care Products Market. This rapid expansion is primarily driven by the global rise in the geriatric population, as aging individuals are statistically more prone to urological disorders and loss of bladder control. Additionally, the increasing prevalence of chronic conditions such as diabetes and prostate issues further accelerates demand. Organizations like the World Health Organization frequently highlight these significant demographic shifts, underscoring the expanding necessity for reliable incontinence management solutions across both home care and institutional settings.

Regional Insights

North America holds a dominant position in the Global Incontinence And Ostomy Care Products Market, primarily due to the rising prevalence of urological conditions and a rapidly aging population requiring long-term care. This regional leadership is supported by a well-established healthcare sector and favorable reimbursement frameworks managed by the Centers for Medicare & Medicaid Services, which improve patient accessibility to essential medical supplies. Furthermore, high consumer awareness regarding personal hygiene and the strategic presence of key manufacturers ensure widespread product availability, thereby solidifying the region’s sustained market control.

Recent Developments

• In May 2025, Kimberly-Clark Corporation revealed a major capital investment plan of over $2 billion to strengthen its North American business over the subsequent five years. The company stated that this investment would significantly enhance manufacturing capacity and accelerate innovation for its consumer brands, specifically highlighting its nonwoven-based absorbent hygiene products such as Depend incontinence underwear. The expansion included the establishment of a new advanced manufacturing facility in Ohio and improvements to an existing site in South Carolina, aimed at meeting the rising demand for adult care and hygiene solutions.
• In July 2024, Ontex Group NV announced the launch of an enhanced line of youth pants intended to support adolescents experiencing incontinence. Produced using the company's HappyFit product platform, these new pants were designed to offer discreet protection and mitigate the psychological impact of bladder control issues on teenagers. The Chief Innovation and Sustainability Officer at Ontex noted that the product aimed to facilitate social interactions for children by ensuring security and discretion during activities like sleepovers and school trips. The range featured absorbent materials for heavy bedwetting protection and was scheduled for distribution across European markets.
• In May 2024, Coloplast announced a significant expansion of its ostomy care portfolio with the introduction of three new products. The company unveiled Heylo, described as the world’s first digital leakage notification system, which was designed to detect potential leakage under the baseplate and notify users via a smartphone app. Additionally, the company launched two extensions to its SenSura Mio range, including a new black pouch variant aimed at providing a discrete, neutral option for users. The Executive Vice President of Innovation at Coloplast highlighted that these developments were part of the company's strategy to raise the standard of care and deliver personalized solutions.
• In April 2024, Convatec Group launched a new ostomy solution in the United States designed to address the challenges of changing abdominal structures. The company introduced the Esteem Body one-piece soft convexity ostomy system, which featured a proprietary Leak Defense technology. This innovation was developed to suit a diverse range of body types and stoma shapes, providing a secure seal to prevent leakage. The product launch aimed to support patients managing complications such as skin folds and uneven abdominal contours, utilizing a portfolio that included drainable, closed-end, and urostomy pouching options.

Key Market Players

• Coloplast A/S
• Essity AB
• Kimberly-Clark Corp
• B Braun SE
• Hollister Inc
• Unicharm Corp
• ConvaTec Group PLC
• Welland Medical Ltd
• Domtar Corp
• Salts Healthcare Ltd

By Type	By Region
Incontinence Care Products (Absorbents, Incontinence Bags, Others) Ostomy Care Products (Ostomy Bags, Deodorants, Skin Barriers, Irrigation Products)	North America Europe Asia Pacific South America Middle East & Africa

Report Scope:

In this report, the Global Incontinence And Ostomy Care Products Market has been segmented into the following categories, in addition to the industry trends which have also been detailed below:

• Incontinence And Ostomy Care Products Market, By Type:

• Incontinence Care Products (Absorbents, Incontinence Bags, Others)
• Ostomy Care Products (Ostomy Bags, Deodorants, Skin Barriers, Irrigation Products)

• Incontinence And Ostomy Care Products Market, By Region:

• North America
• United States
• Canada
• Mexico
• Europe
• France
• United Kingdom
• Italy
• Germany
• Spain
• Asia Pacific
• China
• India
• Japan
• Australia
• South Korea
• South America
• Brazil
• Argentina
• Colombia
• Middle East & Africa
• South Africa
• Saudi Arabia
• UAE