Continence Care Market – By Product, By Usability, By Application, By Incontinence Type, By Disease, By Material, By Gender, By Age, By Distribution Channel, By End Use – Global Forecast, 2025 – 2034

Continence Care Market Size

The global continence care market was valued at USD 17.8 billion in 2024. The market is expected to grow from USD 19.1 billion in 2025 to USD 34.3 billion in 2034, at a CAGR of 6.7%. Due to the increase of urinary incontinence and bladder issues worldwide, the market is growing rapidly. This growth is connected to an elderly population that is more likely to experience Overactive Bladder (OAB), stress incontinence, and neurogenic bladder disorders.
 

The continence care market includes absorbable products, external catheters, and intermittent catheters, which help with continence care. The demand for these products is growing because of higher awareness and better healthcare access. The shift toward home care and self-managed healthcare has increased the need for non-intrusive continence care devices. This change, along with increased healthcare spending in developing countries, is driving the market forward.
 

In developed countries, these products receive financial support through reimbursements, which helps adult patients who suffer from incontinence. Smart devices that help measure and manage patient care continuously have become more common and easier to buy. Patients can now better manage their conditions by having access to immediate data.
 

Continence care involves controlling urinary and fecal incontinence through special services and products that help maintain patients' dignity and improve their quality of life. This market includes protective garments, catheters, absorbent pads, and advanced implants that vary based on the type and severity of incontinence. These products help manage leakage, prevent infection, and ensure user comfort. They serve many different people, including the elderly, women after childbirth, and people with chronic diseases.
 

Continence Care Market Trends

• The market is changing due to increasing awareness, new technology, and evolving patient requirements. The demand for smart continence care products is expected to strongly grow in the coming years. Digital health tools such as wearables and other medical devices enable real-time monitoring of urinary incontinence. These tools improve patient care by proactively notifying caregivers. Companies are developing AI algorithms that assess urination patterns for real-time detection and create Automated Personalized Treatment Plans (APTP). These solutions are especially helpful for older adults and people in long term care facilities.
   
• Companies are focusing more on sustainability in product innovation. They are exploring eco-friendly biodegradable and reusable materials, planning plant-based absorbent garments, and working on reusable packaging for adult diapers and incontinence pads. Disposable products create large amounts of medical waste, and plant-based absorbent materials with washable underwear will help reduce these issues.
   
• Sponsorship through reimbursement policies and the extent of insurance coverage still remains a core contributor to the marketing strategy. Most developed countries have government and private insurance support for advanced continence care products, making them easily available to people. In developing countries, improving healthcare systems and policies for affordable incontinence care are expected to grow the market.
   
• The growing elderly population with chronic illnesses is another factor increasing the demand for incontinence care solutions. Conditions like Parkinson's disease, multiple sclerosis, diabetes, and obesity often cause bladder management problems for long periods. As more people live longer worldwide, this demand increases because age is a major risk factor for incontinence.
   
• Furthermore, e-commerce and direct-to-consumer sales channels are changing the distribution of products. Online shopping is convenient, and features like subscriptions and private packaging make it easier to buy these products. Top brands are also improving their online presence by partnering with telehealth services, so patients can speak to healthcare professionals and get product recommendations that suit their needs.
   

Continence Care Market Analysis

Based on product, the market is segmented as protective incontinence garments, urinary catheters, incontinence pessaries, incontinence slings and meshes, incontinence drainage bags, nerve stimulation, urine bags, incontinence clamps, and artificial sphincters. The protective incontinence garments segment is expected to drive business growth and expand at a CAGR of 6.8%, reaching over USD 25 billion by 2034.
 

• Incontinence clothing is a major category in the easement care market for protective garments since they tackle both urinary and fecal incontinence simultaneously. These garments are designed for comfort and ease of use and also have high absorption, odor control, and absorbing features. Their applications extend across the hospitals, nursing homes, and other home care situations, making them versatile. Breather fabrics and gender differences further increase user satisfaction. Support from regulations in developed countries also enhances the availability of these garments. 
   
• There is an increase in the adoption of protective incontinence garments due to their diverse nature, including disposable and reusable forms. Many in the healthcare sector prefer disposable ones for their ease of use and hygienic benefits. On the contrary, eco-friendly consumers prefer the reusable ones. Leading manufacturers focus on research and development for ultra-thin and discreet styles that resemble undergarments, which enhances user confidence while reducing stigma.
   

Based on usability, the continence care market is segmented as disposable and reusable. The disposable segment generated revenue of USD 14.4 billion in 2024.
 

• Disposable products do not require any washing or care, which helps the elderly and is useful in clinical settings. Their easy disposal helps reduce infection and contamination risks, therefore making them useful in hospitals and nursing homes, as well as in home care. Moreover, there is a need for such products among consumers who are busier than ever because these products easily take care of incontinence problems.
   
• Marketing innovations focused on specific segments like the elderly or permanently bedridden patients by adding innovations in product design and materials to capture their attention for disposable incontinence products. Enhanced versions added more comfort and reliability with better absorbent cores, advanced odor control, leak-proof barriers, and other added features. Additionally, growing concern about sustainable practices among consumers has increased the supply of eco-friendly products made from biodegradable materials.
   

Based on application, the continence care market is segmented as urine incontinence, fecal incontinence, and dual incontinence. The urine incontinence segment generated revenue of USD 10 billion in 2024.
 

• The market mainly focuses on urinary incontinence, which is especially common in older adults. Health complications like diabetes, obesity, and other neurological disorders contribute to the development of urinary incontinence. This category includes a wide range of products including absorbent pads, protective underwear, and catheter systems. Due to the stigma and lack of information about urinary incontinence, education on its management is increasing product demand in home care, long-term care, and hospital care settings.
   
• Products designed specifically for men and women have also increased growth in this segment. Additionally, consumer demand for more comfortable and discreet products for daily use has driven innovation among manufacturers.
   

Based on incontinence type, the market is segmented as stress, mixed, urge, and other incontinence types. The stress segment generated revenue of USD 8.6 billion in 2024.
 

• Women face stress incontinence concerns much more than men, making it one of the focal points in the continence care market. This occurs due to leakage when the bladder faces external pressures like laughing, coughing, sneezing, or exercising. Factors such as aging or childbirth contribute to its likelihood. Due to its prevalence, there is a massive gap in the market for solutions that help with stress leakage products. This includes protective garments, absorptive pads, and pelvic floor strengthening devices, which are common and on the rise.
   
• Moreover, the ability to control odor along with the use of soft, breathable fabrics has resulted in a large increase in popularity and therefore sales. This helps stress incontinence solutions keep their top position in the market, surpassing other competitors.
   

Based on disease, the continence care market is segmented as feminine health, chronic diseases, mental disorders, benign prostatic hyperplasia, bladder cancer, and other diseases. The feminine health segment generated substantial revenue and is expected to reach USD 9.7 billion in 2034.
 

• Changes like cancer, menopause, and pelvic disorders are increasing the need for feminine hygiene incontinence products. Women's protective underwear differs from traditional protective underwear and absorbent pads because of its increased comfort and support, which makes it more popular.
   
• Online shopping has made better access to the products available through discretion, such as through online shopping, thus increasing access. With the focus on women's continence care, there is expected to be a consistent need for specialized feminine continence care products.
   

Based on material, the continence care market is segmented as super absorbents, cotton fabrics, plastic, latex, and other materials. The super absorbents segment generated substantial revenue and is expected to reach USD 8.3 billion in 2034.
 

• Super absorbents are essential for managing both urinary and fecal incontinence. These materials allow for increased protection by soaking up and holding large amounts of fluids. Their application in pads and underwear enhances comfort and decreases the frequency of changes required because of super absorbent polymers (SAP). As people look for better and more discreet options, advanced super absorbent materials are being used, which is boosting the market growth.
   
• Moreover, there is a rising trend of selecting more discreet and long-lasting solutions for healthcare and homecare needs, reinforcing super absorbent's importance in the market. With the introduction of new innovations, this segment of super absorbents is likely to dominate the market.
   

Based on gender, the market is segmented as female and male. The female segment generated substantial revenue and is expected to reach USD 25.1 billion in 2034.
 

• The continence care market balances women's health needs with custom solutions. Women face incontinence issues due to pregnancy, childbirth, menopause, and pelvic floor disorders. These issues are often neglected, which does not align with today's world. With proper awareness, more women can learn about products designed for them, such as pads and incontinence underwear. Companies are meeting these demands, which drives growth in this area.
   
• Women have important unspoken needs, supported by research showing a gap in soft fabrics and odor control as key factors in choosing incontinence products. Women will remain the main group in the market as more products are needed for hidden and stylish solutions.
   

Based on age, the market is classified into 40 to 59 years, 60 to 79 years, 20 to 39 years, below 20 years, and 80+ years. The 40 to 59 years segment dominated the market with a revenue share of 40.7% in 2024.

• The continence care market is impacted by people aged 40 to 59 because incontinence issues occur more frequently in this age group. Most people in this age group begin to experience chronic health conditions like obesity and diabetes, prostate disorders in men, and menopausal symptoms in women. These health conditions can lead to incontinence. Additionally, high stress and low physical activity levels can worsen symptoms. There is a shift as the population in this age group becomes more aware of available continence care products, and the population is growing older, which makes them a demographic focus for the market.
   
• The growing involvement of the 40 to 59 age group in the market is also linked to the improving perception of available incontinence care services. This group looks for well-designed and easy-to-wear solutions. The increasing number of people in their 40s and 50s who suffer from urinary incontinence is driving demand for absorbent pads, protective garments, and pelvic floor strengtheners.
   

Based on distribution channel, the continence care market is segmented as retail stores and E-commerce. The retail stores segment generated revenue of USD 12 billion in 2024.
 

• The segment of retail stores is the most prominent when it comes to distribution because of the convenience these stores offer. Both brick-and-mortar and online retailers facilitate easy purchases of continence care products, stocking various brands, types, and sizes. The immediate availability of products through retail stores positions them aptly to address the growing demand for continence care products. The presence of these products in pharmacies, supermarkets, and specialized healthcare stores improves consumers' access and strengthens the retail channel's market share. 
   
• These retail stores have an advantage over their competitors as they provide on-the-spot personalized customer service so that clients receive the right advice for their needs. The expansion of the retail sector due to online shopping has allowed shoppers to buy continence care products without revealing their identity. Online sellers often have greater variety and deliver products directly to customers’ residences, thus increasing retail channel’s market share. Shrinking continence care products means that digital and physical store s are the main retailers.
   

On the basis of end user, the continence care market is segmented into hospitals, nursing facilities, long term care centers, ambulatory surgical centers, and other end users.
 

• The need for continence care products comes from managing urinary incontinence in elderly, post-surgery, and chronically ill patients in healthcare facilities. Hospitals focus on product features like comfort, ease of use, and absorbency, especially for patients who need long-term care or close monitoring. As patients live longer with diabetes and other chronic conditions that require hospital stays, the demand for incontinence care products in hospitals continues to grow.
   
• Additionally, hospitals' focus on patient comfort and cleanliness has helped them provide better incontinence management solutions. Using super-absorbent pads and special catheter systems not only improves patient outcomes but also significantly reduces the risk of skin problems and other infections.
   

 

North America: The U.S. continence care market was valued at USD 3.4 billion in 2024 and is projected to grow substantially in the coming years.
 

• The market in the U.S. is growing due to increasing baby boomer population and related incontinence issues. Other problems like obesity, prostate ailments, and post-menopause require effective solutions. At the same time, super-absorbent materials, and smart incontinence devices are easier to manage. There is a wide range of products available for purchase at retail outlets and online stores, making them more accessible and less noticeable, which encourages greater usage.
   
• Medicare and Medicaid help to facilitate access to continence care in the U.S. Hospitals and nursing homes are some of the largest consumers of these products for elderly patients and post-operative patients. There is an increasing demand for customizable and gender tailored options which demonstrates.
   

Europe: UK continence care market is projected to grow remarkably in the coming years.
 

• Efforts by the UK government and public health organizations to contain incontinence are increasing the growth of the market. The NHS contributes by sponsoring geriatric continence care products, thereby improving the elderly population's living standards. The rising demand is further supported by the aging population, where women are more likely to suffer from urinary incontinence, while men have prostate problems. Products available in pharmacies and retail drugstores are now more comfortable and less noticeable, making it easier for people to access them.
   
• Sustainability and environmental preservation are the focus in continence care products in the UK market. There is an increase in the production of eco-friendly products that are biodegradable and reusable. The stigma attached to incontinence is slowly being removed through public awareness and educational programs, which helps encourage more public participation. E-commerce also makes it easier to buy these products as they can be purchased more privately.
   

China holds a dominant position in the Asia Pacific continence care market.
 

• The market in China is growing rapidly due to the aging population and urbanization. The increased use of incontinence care products is due to higher disposable income and better healthcare access. More elderly people who face age-related incontinence issues are using these products.
   
• The Chinese market is also supported by elderly care and chronic disease management reforms. Retail channels, particularly e-commerce platforms like JD.com and Alibaba, have helped provide wide access to many continence care products. Lower prices of incontinence care products from local manufacturers have also helped support the rural and semi-urban areas.
   

Continence Care Market Share

New technologies, collaborations, and modified policies are bringing important changes to the market. Major companies are now moving toward digital health technologies for smart continence solutions. For example, Essity and Ontex have made sensor-based incontinence pads. These pads monitor fluid levels and send real-time alerts to caregivers, helping prevent major skin issues and infections. Such patients are more comfortable and participate willingly, which helps improve care for older adults and long-term care patients.
 

Changes in continence care are happening regularly, with progress toward eco-friendly products. Manufacturers are now making biodegradable absorbent products and reusable incontinence underwear. TENA, for example, has launched carbon-neutral and plant-based products to reduce harm to the environment. Many other brands are also changing their plastic containers to recyclable materials to support sustainability efforts.
 

Mergers and acquisitions are looking different as industries grow and companies need to expand their product lines and enter new markets. For example, Hydrofera strengthens Essity's advanced wound care and continence management. With Hydrofera's purchase, Essity has further strengthened its position in advanced wound care and continence management. Similarly, Kimberly-Clark is expanding the range of products offered under the incontinence category through expansion, acquisition, and new product development. All these strategies show how businesses are trying to diversify their services and strengthen their market position internationally.
 

While these changes are influenced by competition, there are also changes in policy and laws. Government and healthcare institutions are updating reimbursement policies to offer high-quality continence care at lower costs. For instance, in North America and Europe, more patients are now eligible for financial support for disposable absorbent pads and catheters. Moreover, policy enforcement of these frameworks supports changes where better urinary management devices that lead to fewer infections and better outcomes for patients are approved.
 

With the growth of telehealth and internet shopping, there is a new focus on continence care. In today's digital world, companies are using online stores and social media as platforms to sell directly to consumers. This enables patients to privately shop from home and receive personal advice through virtual consultations. Subscription and auto-replenishment services are becoming more popular, ensuring users have continuous access to essential products while building brand loyalty.
 

Continence Care Market Companies

Prominent players operating in the continence care industry include:

• ABENA
• Attends Healthcare
• B. Braun
• BD
• CardinalHealth
• Coloplast
• ConvaTec
• Essity
• First Quality
• Fu Burg
• Hollister
• Kimberly-Clark
• Medline
• MRK Healthcare
• Ontex
• Paul Hartmann
• Principle Business Enterprises 
• Unicharm
• Urocare

• The B. Braun’s urinary catheters are made to prevent infections and give maximum comfort to users. Their hydrophilic-coated catheters are specially designed to lower the risk of CAUTI (Catheter-Associated Urinary Tract Infections).
   
• The catheter solutions from BD are known for their Closed-System Catheters that have strong contamination and safety features. They also provide hospital-grade Continence Management solutions that meet strict regulatory requirements.
   
• Cardinal Health works with other healthcare providers to make urinary incontinence care products and catheter devices for long-term care facilities and hospitals to improve access and reduce costs. Their large supply chain and distribution network makes them a trusted partner in the industry.
   
• Coloplast focuses on making their products comfortable, easy to use, and discreet for better user satisfaction. Patients who use self-catheterization can be more independent with their SpeediCath and external male catheters.
   

Continence Care Industry News:

• In August 2024, Convatec introduced the me+ Companion app, its first digital health application for continence care in the U.S. This innovative tool enables users to log and monitor beverage intake and urine output directly from their mobile devices. Additional features include setting hydration goals, recording leaks, and generating customizable summary reports that can be shared with healthcare professionals.
   
• In June 2022, Hollister Incorporated, a global medical device company, is advancing ostomy and continence care through a people-first approach to innovation. The company emphasizes the importance of listening to patients and healthcare professionals to develop products that meet real-world needs. This strategy has led to the creation of solutions that enhance comfort, security, and overall quality of life for users.
   
• In May 2024, The FDA has granted 510(k) clearance to the Y?ni.Fit Bladder Support, a non-surgical, intravaginal device designed to manage stress urinary incontinence (SUI) in women. Developed by Elidah, this silicone-based device provides mechanical support to the urethra, helping prevent involuntary urine leakage caused by physical activities like coughing, sneezing, or exercising.
   
• In February 2021, Ontex introduced its latest innovation, a smart diaper solution designed to enhance incontinence care. This new product integrates sensors and advanced technology to provide real-time monitoring of moisture levels, offering caregivers and healthcare providers valuable insights for more efficient management of incontinence. The smart diaper system aims to improve patient comfort, reduce the risk of skin irritation, and prevent the complications associated with prolonged moisture exposure.
   

The continence care market research report includes an in-depth coverage of the industry with estimates and forecast in terms of revenue in USD Million from 2021 – 2034 for the following segments:

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Market, By Product

• Protective incontinence garments
• Disposable protective underwears
• Disposable adult diapers
• Cloth adult diapers
• Disposable pads and liners
  • Male guards
  • Bladder control pads
  • Incontinence liners
    • Belted and beltless under garments
    • Disposable under pads 
• Urinary catheters
  • Indwelling (foley) catheters
  • Intermittent catheters
  • External catheters
• Incontinence pessaries
  • Ring pessaries
  • GellHorn pessaries
  • Other pessaries
• Incontinence slings and meshes
  • Female incontinence slings and meshes
  • Male incontinence slings and meshes
• Incontinence drainage bags
• Nerve stimulation
  • Sacral nerve stimulation
  • Electrical nerve stimulation
• Urine bags
  • Leg urine bags
  • Bedside urine bags
• Incontinence clamps
• Artificial sphincters
  • Artificial urinary sphincters
  • Artificial bowel sphincters

Market, By Usability

• Disposable
• Reusable

Market, By Application

• Urine incontinence
• Fecal incontinence
• Dual incontinence

Market, By Incontinence Type

• Stress
• Mixed
• Urge
• Other incontinence types

Market, By Disease

• Feminine health
  • Pregnancy and childbirth
  • Menopause
  • Hysterectomy
  • Other feminine health diseases 
• Chronic diseases
• Mental disorders
• Benign prostatic hyperplasia
• Bladder cancer
• Other diseases

Market, By Material

• Superabsorbents
• Cotton fabrics
• Plastic
• Latex
• Other materials

Market, By Gender

• Female
• Male

Market, By Age

• 40 to 59 years
• 60 to 79 years
• 20 to 39 years
• 80+ years
• Below 20 years

Market, By Distribution Channel

• Retail stores
• E-commerce

Market, By End Use

• Hospitals
• Nursing facilities
• Long term care centers
• Ambulatory surgical centers
• Other end use

The above information is provided for the following regions and countries:

• North America
  • U.S.
  • Canada 
• Europe
  • Germany
  • UK
  • France
  • Spain
  • Italy
• Asia Pacific
  • China
  • Japan
  • India
  • Australia
  • South Korea
• Latin America
  • Brazil
  • Mexico
  • Argentina
• Middle East and Africa
  • South Africa
  • Saudi Arabia
  • UAE