Canada Incontinence Care Products Market Overview, 2030

The incontinence care products market in Canada is witnessing a steady and visible transformation, driven by the changing needs of its aging population, shifts in healthcare delivery models, and increasing openness around continence-related conditions. With nearly 20% of Canadians aged 65 and above as of 2025, age-related urinary and fecal incontinence is a prevalent issue across all provinces and territories. Public awareness around this condition is higher than in previous decades, aided by national and regional health campaigns that position incontinence as a manageable health challenge rather than a taboo subject. The integration of incontinence products into mainstream retail, including pharmacy chains, supermarket shelves, and e-commerce platforms, has made these products more accessible than ever. Additionally, improved product features such as enhanced odor control, discreet designs, and skin-safe materials have broadened consumer appeal and increased regular usage. Hospitals, long-term care centers, and home-care agencies are playing a central role in both education and distribution, ensuring that patients are not only aware of their options but are also receiving appropriate recommendations suited to their mobility, condition severity, and living environment. Across provinces like British Columbia and Ontario, where aging-in-place programs are gaining traction, there’s a notable uptick in demand from home-based patients. Furthermore, climate factors, such as harsh Canadian winters, reinforce the need for effective, leak-proof products that offer extended protection and comfort. Product innovation, discreet branding, and health system partnerships are reshaping consumer expectations and gradually removing the stigma once associated with incontinence.

According to the research report ""Canada Incontinence Care Products Market Overview, 2030,"" published by Bonafide Research, the Canada Incontinence Care Products market is expected to reach a market size of more than USD 980 Million by 2030. Multiple structural, demographic, and behavioral factors are propelling the growth of the incontinence care products market in Canada at a noticeable pace. One of the most influential drivers is the aging population, with projections indicating that by 2030, one in four Canadians will be 65 or older. This trend increases the incidence of age-related incontinence, and provincial health services are responding by expanding their reimbursement frameworks and home-care budgets, thus fueling product purchases. Furthermore, chronic conditions such as diabetes, obesity, and prostate-related complications which are increasingly prevalent among Canadian adults are also contributing to the rise in incontinence cases. The medical system’s greater focus on early diagnosis and preventive care has brought continence management into routine healthcare conversations, supported by family physicians, urologists, and geriatric specialists. Additionally, post-surgical recovery protocols often include incontinence care products as a standard part of treatment, especially after pelvic or urological procedures. Consumer behavior is also shifting. Canadians are showing a higher willingness to purchase discreet, comfortable, and eco-friendly products without compromising performance. The rise of e-commerce platforms offering automatic subscription services, discreet packaging, and broader product options has made regular purchase and usage more convenient. There’s also a visible rise in demand from younger caregivers who are supporting aging family members at home.

The Canadian market is witnessing an accelerated uptake in absorbent incontinence products, including adult briefs, pads, protective underwear, and bed protection items, which are currently the most utilized category across patient profiles. Absorbent solutions are especially prevalent in provinces with higher senior populations and limited access to institutional care such as Newfoundland and Saskatchewan where individuals often rely on family support or homecare workers. Manufacturers are responding to this trend by offering more discreet, form-fitting, and gender-specific designs that resemble regular underwear to reduce embarrassment and improve mobility. Government-funded procurement in long-term care homes particularly in Ontario and Manitoba prioritizes high-absorption, skin-friendly options due to pressure ulcer prevention mandates. Furthermore, climate considerations in regions like the Prairies have prompted demand for moisture-wicking and breathable fabrics that reduce the risk of skin irritation during dry winters. Large distributors such as McKesson Canada and Cardinal Health Canada play a key role in the supply of absorbents to both retail and institutional buyers, with increasing emphasis on products that combine odor control and quick-drying layers. Canadian consumers have also shown preference for plant-based and hypoallergenic absorbent materials due to rising sensitivities and skin conditions linked with aging. At the same time, product innovation is being influenced by cross-border supply chain practices with U.S.-based manufacturers, allowing for shared technological advancements like multi-channel absorbency layers and ergonomic contours. Educational sessions conducted by public health nurses and homecare agencies often emphasize proper product selection and nighttime usage strategies, leading to better adoption among first-time users.

Disposable incontinence care products products dominate the Canadian market, driven by hygiene priorities, convenience, and user mobility especially in urban and suburban areas with high outpatient care reliance. In major provinces like Ontario and Québec, where hospital beds are often reserved for acute care, the pressure on community-based services has increased reliance on disposable briefs and liners that offer immediate use and minimal cleaning. These products are especially preferred among family caregivers who manage incontinence without institutional support. Municipal waste management practices across Canada such as the green bin programs in Toronto and composting initiatives in Halifax have raised some concerns around disposables’ environmental impact, prompting manufacturers to explore biodegradable components and compostable wrappers. Still, the shift toward disposables remains dominant, particularly due to infection control protocols in nursing homes and assisted living centers, where cross-contamination risks are minimized through single-use products. In northern territories like Yukon and Nunavut, where access to laundry facilities is limited and water supply is seasonal, disposables remain the only viable option. Subsidized senior care plans, such as British Columbia’s Choice in Supports for Independent Living (CSIL), often allocate funding specifically for disposable supplies, reinforcing their usage. Many online portals including Well.ca and London Drugs offer auto-shipment services that allow bulk purchasing and home delivery of disposable products, making them more accessible to rural populations. Public health guidance following the COVID-19 pandemic has also emphasized the use of disposable items in homecare settings to reduce microbial buildup, especially among immunocompromised users.

The female population continues to represent the largest consumer base for incontinence care products products in Canada, largely due to higher prevalence rates of stress and urge incontinence linked with childbirth, menopause, and pelvic floor disorders. Healthcare services such as Women’s Health Clinics in Winnipeg and pelvic physiotherapy programs in Vancouver have helped drive early diagnosis and self-management of mild to moderate urinary incontinence among women. Hospital discharge protocols following maternity or gynecological surgeries in urban areas like Toronto and Montréal often include product usage recommendations, boosting demand for light to moderate absorbent liners among younger women. Meanwhile, the male segment though smaller has shown rapid growth in provinces with active urological care networks, such as Alberta and Nova Scotia, where prostate surgeries and age-related bladder control issues are becoming more openly discussed. Brands have begun offering male-specific pouches and guards designed to fit the male anatomy, with better concealment features that cater to male users returning to work or social routines. Veterans Affairs Canada has also introduced extended benefits coverage for male incontinence care products supplies for service-related injuries, leading to a noticeable increase in adoption among the older male demographic. Targeted awareness campaigns by men’s health organizations, including Canadian Urological Association initiatives, are reducing stigma and encouraging timely product usage. Retailers are adjusting in-store placements to reflect more gender-inclusive packaging and guidance, and peer-to-peer forums such as AgingWell Canada are sharing product reviews tailored to male users.

Home-based patients are the primary drivers of incontinence care products product demand across Canada, influenced by the country’s emphasis on decentralized healthcare delivery and aging-in-place policies. In provinces like Ontario and British Columbia, government-funded home and community care programs aim to keep seniors and chronic patients out of hospitals by providing remote care services thus increasing reliance on home-use incontinence supplies. Canada’s vast rural geography also plays a role, as patients in remote regions often face challenges in reaching outpatient clinics or specialty retailers. As a result, they depend on mail-order or local pharmacy deliveries to maintain consistent product access. Health authorities in Alberta and Saskatchewan have started integrating incontinence supplies into broader chronic care bundles, especially for stroke and mobility-affected patients receiving post-acute rehabilitation at home. Family caregivers who make up over 8 million Canadians often serve as the primary users of disposable absorbent briefs and underpads for bedridden or semi-mobile loved ones. The increase in part-time personal support workers (PSWs) in provinces such as Québec and Manitoba has prompted growth in training programs that educate workers on correct usage and waste disposal of incontinence products in household settings. Home-based users also show stronger preference for odor-control, skin-protection, and gender-specific variants due to their prolonged use periods. In areas like Northern Ontario and Prince Edward Island, where specialist availability is limited, homecare nurses have begun incorporating telehealth consultations to recommend appropriate products and usage schedules. Meanwhile, the introduction of smart wearable monitors by select health tech startups in Canada is beginning to reach a small but growing group of home patients seeking tech-assisted continence management.

Considered in this report
• Historic Year: 2019
• Base year: 2024
• Estimated year: 2025
• Forecast year: 2030

Aspects covered in this report
• Incontinence Products Market with its value and forecast along with its segments
• Various drivers and challenges
• On-going trends and developments
• Top profiled companies
• Strategic recommendation

By Product Type
• Absorbents
• Non-absorbents

By Usage
• Disposable
• Reusable

By Gender
• Female
• Male

By End User
• Home-based Patients
• Hospitals & Ambulatory Surgical Centers (ASCs)
• Other End Users Show more