The global market for Incontinence Care Products is projected to reach US$16.9 billion by 2025, driven by changing mindset and the gradual breaking down of public stigma and self-stigma associated with incontinence. As a result per capita use of incontinence products stands at 590, 465, 110, 125, and 85 units per year in North America, Western Europe, Eastern Europe, Latin America, and Asia respectively. The market also stands to benefit from high decibel marketing efforts to improve consumer awareness, developments in retail distribution infrastructure aimed at improving consumer reach and growing prevalence of incontinence as a result of a rapidly aging population and rise in obesity, diabetes and other co-morbid conditions. Other factors driving adoption of these products include increasing focus on leading active lifestyles; product innovations that make adult diapers thinner, more absorbent and discreet; rise of the internet in enabling unobtrusive purchases; growing popularity of reusable/washable incontinence underwear supported by affordability and environmental benefits; rising focus on patient care and remote patient monitoring and the ensuing increase in commercial value of incontinence products integrated with RFID and sensor wafer chips; receding social stigma and emotional distress associated with incontinence; changing healthcare financing policies for incontinence and the resulting increased reimbursement for incontinence products.

World`s population is rapidly aging supported by the increase in longevity as modern medicine becomes increasingly effective in preventing chronic disease, and reducing mortality. Also, easy access to age-friendly primary healthcare and growing sophistication of healthcare infrastructure play key roles in longevity. For the first time in human the percentage of older people in the total population is continuing to increase. In addition to the aforementioned increase in life expectancy, falling fertility rates are accelerating the trend. The aging population creates massive challenges for the healthcare system since it means larger chronic disease burden. Among the many diseases of the elderly, incontinence is fairly common with over 58% of elderly residents in nursing homes suffering from urinary incontinence. Aging population therefore ranks as a powerful demographic growth driver.

Few of the noteworthy innovations in the market development of incontinence products for men with light bladder leakage with unique design to suit a man`s anatomy; OdorLock technology that traps odors; super absorbent cores for dryness protection; conformable disposable products specially designed for a variety of body shapes and sizes for a customized fit for waist and hips of a pear-shaped wearer and apple-shaped wearer; innovations in packaging with distinct color coding and absorbency scale graphic to enable customers quick and informed purchase decisions. High profile R&D activity is underway for products that replicate the comfort and feel of cotton underwear which current products in the market sorely lack. Europe represents the largest market worldwide supported by societal aging, higher awareness, and favorable reimbursement policies. The United States and Europe represent large markets worldwide with a combined share of 53.8%. China ranks as the fastest growing market with a 10.9% CAGR over the analysis period supported by the developing healthcare systems; efforts being taken to fight the ignorance on incontinence; developments in healthcare retailing, greater willingness among patients to seek treatment and care and increased healthcare per capita spending among the expanding base of middle class population.