The Global Adult Incontinence Market: Sustained Growth | Elintree

Adult incontinence products refer to absorbent hygiene products designed to manage urinary or fecal leakage. These include adult diapers, pull-up pants, incontinence pads, and underpads, which provide effective protection and support for individuals with incontinence.

Urinary incontinence is one of the most common health issues among elderly populations. According to China’s Seventh National Population Census, the number of people aged 65 and above has exceeded 190 million, accounting for 13.5% of the total population. The “White Paper” further reports that, as of 2020, more than 50 million elderly individuals in China are classified as disabled or semi-disabled, representing 28% of the elderly population — a figure expected to continue rising in the coming years.

According to the World Health Organization (WHO), the global population aged 60 and above will increase from 900 million in 2015 to 2 billion by 2050. Together with the rapid expansion of elderly care services and the growing adoption of disposable hygiene products, these factors are expected to further fuel the growth of the adult incontinence products market.

However, incontinence is not an issue exclusive to elderly or severely ill populations; it can occur across all age groups. Even among younger individuals — who are generally perceived to be far removed from incontinence concerns — a significant number are also affected. In North America, the prevalence of diabetes, multiple sclerosis, Parkinson’s disease, and stroke has contributed to greater demand for adult incontinence products. Similarly, the high incidence of diabetes in Europe has become a key growth driver for the regional market, as diabetes may directly or indirectly lead to incontinence.

Among women, the prevalence of urinary incontinence ranges from 23% to 45%, while incidence among men varies significantly across studies, ranging from 1% to 39%. Pregnancy, childbirth, and menopause are major factors contributing to a higher prevalence among women. A study conducted by Essity on its TENA Men product line showed that male shoppers purchasing TENA Men products increased by 8% in 2017, indicating a rising acceptance and appeal of male-specific incontinence underwear. As the market continues to expand, growing consumer demand for premium, high-performance urinary incontinence products is expected to accelerate consumption upgrading. Scenario-specific and gender-segmented product lines are likely to experience rapid development and become important profit growth drivers for leading brands.

For many years, incontinence has been a subject that people were reluctant to discuss openly, leading many affected individuals to hide their condition. According to GIR data, adult diaper penetration in Japan is approximately 80%, compared with 60% in the United States, 12% globally on average, and only around 5% in China. In recent years, as society has placed increasing importance on the development of elderly care industries — supported by guidance from relevant authorities and leading enterprises — elderly consumers are gradually adopting a more open and rational attitude toward adult incontinence products. Public perception has shifted from viewing incontinence as a source of “shame” to recognizing it as a “health issue.” As acceptance grows, consumers are more willing to purchase and use high-quality products, and market demand is evolving from concealment-oriented to functionality-oriented consumption. More individuals with mild incontinence are proactively seeking solutions, moving from passive to active product adoption. This shift in consumer mindset has significantly contributed to the expansion of the adult incontinence products market.

Although the global market size of adult incontinence products remains smaller than that of baby diapers and feminine hygiene products, demand continues to grow rapidly and at a significantly higher rate. Looking ahead, the adult incontinence products market holds substantial development potential and long-term growth opportunities.

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