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English Views: 0 Author: Site Editor Publish Time: 2025-09-08 Origin: Site
The Adult Incontinence Market is Poised for Explosive Growth
The global adult incontinence market is experiencing a period of rapid expansion, fueled by demographic shifts, changing social attitudes, and significant technological advancements. This sector is now the fastest-growing category within the entire hygiene products industry, outpacing both baby diapers and feminine care in terms of growth rate. According to data from Euromonitor, the market is set for steady growth from 2024 to 2029.
Projected Compound Annual Growth Rate (CAGR) 2024-2029:
Retail Channels: 5.5%
In-Home Care Channels: 3.6%
Reimbursement Channels: 3.0%
This robust growth is particularly strong in retail, driven by aging populations, rising incomes, and a significant reduction in stigma, especially in North America and the Asia-Pacific region. The market is also seeing a shift from heavily medicalized products to more consumer-friendly options that offer better quality, inclusive sizing, and added skincare benefits.
The accelerating trend of an aging population is a primary catalyst for market growth. The risk of incontinence can double for individuals over 65 due to age-related physiological changes. Concurrently, the stigma surrounding incontinence is diminishing, encouraging more people to seek help and solutions early on. Adam Greenberg, founder of NorthShore Care Supply, states that reducing the shame associated with wearing adult diapers will be the single largest long-term growth driver.
"A survey by our company revealed that for every one person actively buying incontinence products, at least two others refrain due to shame. Eliminating this bias could triple the current user base."
- Adam Greenberg, Founder, NorthShore Care Supply
Efforts to normalize the conversation, such as using highway billboards and avoiding euphemisms, are helping to dismantle outdated social norms that reinforce self-blame and prevent individuals from seeking care.
Innovation in adult incontinence products centers on two key pillars: superior absorption and advanced skin care. Functionality remains the top priority, with a focus on odor control, breathability, barrier protection, skin microbiome health, and maintaining a balanced pH. Companies are actively developing products to meet these needs:
Ontex: Utilizes breathable materials and rapid-absorption channels to enhance protection and skin dryness. Their X-Core technology, designed for women, absorbs moisture twice as fast as standard products.
Attn: Grace: Offers high-performance products with irritation-free formulas, providing personalized solutions with various absorbency levels to enhance protection and comfort.
First Quality: Their Prevail Neutral protective underwear features a discreet black design, a soft texture, MaxSorb™ gel technology for 10-hour protection, and odor-eliminating technology for enhanced confidence.
To meet diverse consumer needs, Principle Business Enterprises (PBE) has doubled its production capacity for plus-size products, offering 3XL pull-ups that fit waists up to 95 inches (approx. 241 cm). The company is also committed to sustainability by implementing new processes that reduce energy consumption, minimize packaging, and decrease waste per product.
Online shopping provides a discreet and convenient solution for consumers who feel embarrassed purchasing incontinence products in stores. From 2023 to 2024, the e-commerce share of the global market grew from 21% to 22%. While traditional grocery and drug stores still account for nearly 75% of sales, the online channel is rapidly expanding. It offers a discreet way to discover and purchase products, though some consumers still rely on physical stores for immediate needs and personalized guidance.
A "quiet revolution" is underway with the integration of smart technology. Sensor technology embedded in incontinence products can now detect moisture in real-time and alert caregivers or users via a connected app. This innovation reduces discomfort, minimizes the risk of skin irritation, and can even analyze usage patterns to predict future needs.
Medline's FitRight Connect: This system combines a special brief, a sensor pod, and real-time alerts to eliminate guesswork in care. A trial at Bayley Senior Care in Ohio showed a 36.9% reduction in the time residents spent in soiled briefs and a 31% faster response time for changes.
Toray Industries' Film Sensor: This company has developed a flexible, film-based urination sensor that can be embedded directly into a diaper without causing discomfort. It uses moisture-resistant wireless technology to notify caregivers when a change is needed, with a planned commercial launch in 2026.
As a core supplier of raw materials for adult incontinence products, Lonsun is dedicated to a core mission: "safeguarding the dignity of the incontinent population and empowering downstream brand value." We provide a comprehensive range of high-quality materials, including:
High-absorption polymers (SAP)
Breathable waterproof backsheets
Skin-friendly non-woven fabrics
Elastic waistband materials
Lonsun partners with clients to develop customized solutions that enhance product performance and competitiveness, supporting brands from small-scale trials to large-scale production with stable capacity and reliable technical service. We are committed to driving the industry toward a more professional and humanized future.
