North America Incontinence Care Products Market

SKU: DMHCIT2932 | Last Updated On: Oct 14 2022 | Available Formats

> North America Incontinence Care Products Market Expected to reach a high CAGR of 5.65% during the forecast period 2022-2029:

North America Incontinence Care Products Market is segmented By Product Type (Absorbents, Underwear, Adult Briefs, Pads and Liners, Bladder Control Pads, Incontinence Liners, Guards & Shield, Belted and Beltless Under Garments, Drip Collectors & Bed Protectors, Others), By Distribution Channel (Supermarkets/Hypermarkets, Retail Stores, Coffee Specialty Stores, E-commerce, Others), By Usability (Disposable, Reusable, Others), By Gender (Female, Male), By Gender (Female, and Male), and By Region (U.S, Canada, Mexico) – Share, Size, Outlook, and Opportunity Analysis, 2022-2029

North America Incontinence Care Products Market Size Growth Volume Insights

North America incontinence care products market was valued at USD 4,128 million in 2021. It is forecasted to reach USD million by 2029, growing at a CAGR of 5.2% during the forecast period (2022-2029). Incontinence is the inability to control the body's evacuative urination or defecation functions. Incontinence is mostly caused by various injuries like traumatic brain injury (TBI), spinal cord injury (SCI), and Post Traumatic Stress Disorders (PTSD) injuries that predominantly affect young men, many of them military veterans. There are four types of urinary incontinence, such as stress incontinence, urge incontinence, overflow incontinence and total incontinence. A large population suffers from fecal incontinence problems and chronic urinary in the region, which leads to rising demand for incontinence care and management products. Also, increasing technological advancement in the product drives the Incontinence Care Products Market growth.

North America Incontinence Care Products Market Growth Dynamics

The rising geriatric population in the region drives the market growth

The rising geriatric population is one of the major factors responsible for the rise in incontinence care products, which is expected to drive the incontinence care products and devices market. Chronic kidney disease (CKD) is more common in people aged 65 years or older (38%) than in people aged 45–64 years (13%) or 18–44 years (7%), according to the Centers for Disease Control and Prevention (CDC). Several countries face challenges due to the ongoing and increasing demographic shift in age among their people. According to the U.S. Census Bureau, more than 54 million adults aged 65 and older were living in the United States in 2021, accounting for about 16.5% of the nation’s population. The number of older adults in the U.S. is growing; by 2050, the total number of adults ages 65 and older is projected to rise to an estimated 85.7 million, roughly 20% of the overall U.S. population. Also, seven other states—Georgia, Illinois, Michigan, New York, North Carolina, Ohio, and Pennsylvania—account for roughly another quarter of the 65+ population. These 10 states are also the most populous and include over half of the U.S. population. Sparsely populated states such as Alaska, North Dakota, Wyoming, and Vermont also have very small older adult populations of less than 130,000 each in 2020.

North America Incontinence Care Products Market Segmentation:

Pads segment accounted for the highest share in North America incontinence care products market

Pads are available in various thicknesses and absorption capacities and can be worn with regular underwear or reusable briefs. The bladder control pads reduce heavy urinary incontinence and provide comfort, fit, and discretion. Cotton fabric is used in disposable cloth incontinence pads with an absorbent inner layer. Cotton fabric pads are cost-effective, reduce waste, are less expensive, and have health benefits. Hence, several benefits offered by cotton fabrics boost segment growth. More than 50% of the National Association for Continence (NAFC) members uses protective garments to remain dry. Besides this, 47% of all older adults and women use some absorbent product. In nursing homes, disposable diapers or reusable pads and pant systems are used. Absorbency booster pads commonly worn inside adult diapers for extra absorbency usually lack elasticity and are waterproof. When the main adult diaper cannot absorb the urine, these booster pads absorb a urine quantity. Some key players launched a new product in the market. For instance, in May 2022, US’ First quality products launched a new product for bladder control pads named MaxSorb +Zone. This product enhanced rapid absorption to help keep skin dry all day and support skin health.

North America Incontinence Care Products Market Geographical Penetration:

United States is the dominating country during the forecast period

The United States is dominating the North American incontinence care products market, accounting for the largest market share, owing to rising adoption of disposable incontinence products, growing geriatric population, increasing prevalence of urinary incontinency, better healthcare infrastructure, effective government policies, and high awareness among people regarding urinary dysfunction. As per the National Association for Incontinence (NAFC), in North America, nearly 200 million people are affected by urinary incontinence. According to, urinary incontinence is twice as common in women as men, whereas stress urinary incontinence is most common among pregnant women giving birth or going through menopause. Adult incontinence products are being increasingly used due to the growing awareness regarding personal hygiene among people. The escalating population and rising spending capacities have contributed to the rise and expansion of the U.S.

The introduction and promotion of new, high-value-added products, such as gender-specific disposable underwear that resembles standard underwear, are expected to drive the market's growth in this region. The growing social acceptance of adult incontinence products bolstered by strong advertising campaigns and introductions of less stigmatizing products will continue to drive rapid demand. NorthShore brand is the leading premium adult diaper brand in the U.S. In November 2020, NorthShore Care Supply announced a program for ICU nurses and other COVID first responders in the U.S., including a free trial of two bags of adult diapers as well as a 20% discount on all absorbent adult diapers, protective underwear, bladder control pads and cleansing wipes available at its website. ICU nurses and other COVID first responders can take advantage of this program and receive their personalized free trial and discount by contacting North Shore directly. The North Shore MEGA MAX diaper-style disposable briefs are designed for up to 12 hours of protection for extreme or total urinary incontinence.

Competitive Landscape:

The incontinence care products market is highly competitive, with the presence of various NORTH AMERICA companies; hence the market is fragmented. Some of the key players contributing to the market's growth include Unicharm Corporation, Kimberly-Clark Corporation, Procter & Gamble, Essity, and Wellspect HealthCare (Dentsply Sirona), Hollister Incorporated, Domtar Corporation, Ontex, Paul Hartmann AG, among others. Some major key players follow merger and acquisition strategies to expand their business. For instance, in September 2020, US Kimberly-Clark completed the acquisition of a major stake in Thinx. Thinx is an industry disruptor and the leader in the reusable period and incontinence underwear category. Thinx continues to be a leader in the reusable period and incontinence underwear category. In July 2022, Essity acquired Knix and took the North America lead in leakproof apparel. Knix Wear Inc. is a leading provider of leakproof apparel for periods and incontinence. This acquisition is made in the amount of USD 320m. Some key players launched a new product in the market to expand their portfolio. For instance, in October 2020, Essity launched a new digital incontinence care solution named TENA SmartCare. It is a new and reusable digital sensor for improved incontinence care. TENA SmartCare is available for both professional and family caregivers. This product is available in several European countries and the US. Also, in January 2021, Essity launched absorbent underwear specialized for menstruation and incontinence. This product offer protection for up to eight hours, providing users with a more sustainable option than disposable protection.

North America Incontinence Care Products Market Statistics



Market CAGR


Segments Covered

By Application, By Distributional Channel, By Gender, and By Region

Report Insights Covered

Competitive Landscape Analysis, Company Profile Analysis, Market Size, Share, Growth, Demand, Recent Developments, Mergers and acquisitions, New Product Launches, Growth Strategies, Revenue Analysis, and Other key insights.

Fastest Growing Region

Asia Pacific

Largest Market Share 

North America

COVID-19 Impact:

Positive impact on the North America incontinence care products market

During the Covid pandemic, the doctors and paramedical staff must wear a personal protection kit or PPE, which covers them from head to toe, before they treat patients. The suit includes goggles, masks, and gloves that cover them completely. The North America standards limit the usage of one set of PPE suits to 6-7 hours. However, due to the increasing number of cases, there is a major rift between the demand and supply of these protective suits. The shortage causes pressure on healthcare professionals to save resources, which makes them stay straitjacketed for almost seven hours while avoiding drinking water and bathroom breaks.

Professionals use leak-proof diapers for adults to remain on top of this situation. Doctors are resorting to adult diapers for men and women to save the bathroom trip altogether. Moreover, it is a disaster for the female staff on their periods, and they need to change their pads or tampons regularly. As the Coronavirus spreads more quickly in low temperatures, hospitals are switching off ACs and fans even during this weather, which can further cause dehydration, fatigue, mobility impairment, etc. In situations like these, adult diapers for men and women are a blessing in disguise for these professionals by drinking enough water to battle the weather's heat and humidity. Also, it is the perfect solution while working through a shortage of PPE kits. Adult diapers for men and women allow the medical staff to fight the pandemic without further jeopardizing their health effectively. On the contrary, holding their pee can lead to several other infections and be highly risky for frontline professionals. Hence, apart from aiding people in managing several incontinence types, leak-proof diapers for adults greatly help all doctors and paramedics.

The North America incontinence care products market report would provide an access to approximately 47 market data tables, 43 figures and 170 pages

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