The world is getting older. It’s a simple fact with profound implications, especially for adult incontinence care. According to the UN, the global population aged 65+ is set to jump from 10% in 2022 to 16% by 2050. By then, there will be nearly twice as many seniors as children under five. This demographic shift is a powerful driver behind the significant growth in the adult incontinence market.
But it’s not just about numbers. As Alexandra Fennell, co-founder of Attn: Grace, points out, "As the global population ages at an unprecedented rate, the incidence of incontinence is expected to rise dramatically." Thankfully, alongside this rise comes a crucial positive change: a slow but steady shift in societal attitudes, helping to break down the stigma long associated with incontinence. This growing openness is vital for ensuring affected individuals seek and receive the support they need.
Beyond Age: Factors Fueling Demand
While aging is central, other health factors are accelerating market growth. "Conditions like obesity and diabetes are contributing factors, pushing growth levels higher than demographics alone would suggest," explains Pricie Hanna, Managing Partner at Price Hanna Consultants.
Furthermore, brands see significant opportunities to reach more people. Colin Hanna, Market Research Director at Price Hanna Consultants, highlights progress beyond products traditionally aimed at women. "We are working to reduce the stigma around male incontinence," he notes, "as it represents a large demographic with significant room for greater market penetration."
Innovation Meets Need
Product development is keeping pace with evolving needs. Euromonitor International noted that moderate/heavy incontinence products led retail growth in 2023. Research Analyst Caro Bush attributes this partly to their perceived value during times of rising living costs. Success also stems from innovation: "Features like fast absorption in discreet, thin formats are key," says Bush, citing examples like Poise's 7 Drop Pad with its contoured design for comfort.
A Shift in Access and Support
Perhaps the most transformative change is how people access products and information. The rise of e-commerce, accelerated during the pandemic, has created new, discreet avenues for purchase. Heidi Robinson, COO of Because Market, states simply: "E-commerce has changed the landscape across personal care categories, and incontinence is no different."
This shift goes far beyond simple online shopping. Brands and distributors are increasingly providing essential value through education and tailored support. As Colin Hanna observes, the lines between traditional consumer and institutional markets are blurring, with more care happening at home. Consequently, distributors are increasingly marketing directly to households.
The New Era of Consumer Care
Online platforms empower brands to offer unique support:
Discreet Delivery: A major factor driving online purchases, ensuring privacy.
Personalized Guidance: Helping consumers navigate complex product choices to find the best fit for their specific needs.
Community & Resources: Providing educational content, tools, and fostering discussion, especially for caregivers.
"The evolution of e-commerce goes beyond the shopping experience," explains Angie Williams, VP of Sales & Marketing at Principle Business Enterprises (PBE). "It’s about creating a complete network of resources and products to support individuals throughout their incontinence journey."
Looking Ahead
The confluence of powerful demographics, reduced stigma, continuous product innovation, and the empowering rise of accessible, supportive e-commerce channels paints a clear picture. The adult incontinence market isn't just growing; it's evolving to better meet the real-world needs of millions with dignity, discretion, and improved quality of life. This shift towards greater understanding and accessibility is perhaps the most significant trend of all.
