China Incontinence Care Products Market Overview, 2030

The incontinence care products market in China is witnessing significant momentum, largely driven by the country’s rapidly aging population and the expanding focus on elderly health managementThis demographic shift has led to increased prevalence of urinary and fecal incontinence, creating sustained demand for appropriate medical supplies and homecare solutions. The Chinese government’s policy direction under the “Healthy China 2030” roadmap has emphasized the development of aging-friendly infrastructure and home-based eldercare systems. This has led to regional healthcare bodies prioritizing incontinence product availability through public procurement in community clinics and elder service centers. Furthermore, ongoing urbanization, higher health awareness, and rising per capita income especially in Tier 1 and Tier 2 cities are contributing to increased consumer willingness to invest in advanced hygiene solutions. Brands such as Hengan International, Yuyue, and international players like Unicharm have responded with broader product ranges and tailored marketing approaches for Chinese customers. At the same time, online retail platforms like JD Health, Tmall Global, and Taobao are reshaping the distribution model, offering discreet doorstep delivery services that are especially valued by elderly users and their caregivers. E-pharmacies are also playing a crucial role by bundling adult diapers with chronic care packages. Environmental concerns, however, are prompting some local governments to explore sustainable disposal systems, particularly in large urban hubs, as disposable product use increases.

According to the research report ""China Incontinence Care Products Market Overview, 2030,"" published by Bonafide Research, the China Incontinence Care Products market is anticipated to grow at more than 6.79% CAGR from 2025 to 2030. Several interrelated forces are accelerating the growth of the incontinence care products market in China. Foremost among these is the shift in cultural attitudes regarding elder health and personal hygiene. Historically, incontinence has been viewed with discomfort and stigma in Chinese society, often leading to underreporting and delayed care. However, recent public health education campaigns and the increased visibility of adult care products in mainstream media have helped reduce this stigma, encouraging earlier diagnosis and intervention. The rising prevalence of chronic conditions such as diabetes, obesity, and neurological disorders has also increased the incidence of incontinence among both elderly and middle-aged adults. Hospitals and outpatient clinics in major cities now routinely screen for incontinence symptoms during geriatric and chronic illness check-ups, thereby raising detection rates. Additionally, increased life expectancy and improvements in post-operative care for conditions such as stroke or pelvic surgeries have created a larger population requiring long-term continence management solutions. On the retail side, growth is being propelled by a shift in consumer behavior and access. E-commerce and pharmacy apps have made it easier for individuals to access a wide variety of incontinence products discreetly. Platforms such as AliHealth and JD Pharmacy have seen increased sales of adult diapers and protective underpads, especially during national online shopping events like “Singles’ Day.” Pricing strategies are also evolving, with domestic brands offering multi-tier product lines to cater to both high- and low-income demographics.

Absorbent products dominate the Chinese incontinence care products landscape, driven by consumer preference for simplicity, comfort, and leak protection. Items such as adult diapers, pants, and pads are extensively used across elder care homes and households. These products cater well to the needs of bedridden patients and those with mobility challenges, aligning with the realities of China’s large senior population. Moreover, local production has scaled significantly, with regional manufacturers expanding facilities in provinces like Guangdong and Jiangsu to meet growing demand. Innovations like multi-layered absorbent cores, breathable fabrics, and odor-neutralizing technology are increasingly integrated into mainstream offerings. Foreign players like Unicharm and Kimberly-Clark also maintain a strong foothold, offering premium lines tailored to Chinese preferences. In contrast, non-absorbent options, including catheters and urinals, witness more limited adoption and are largely restricted to institutional settings like hospitals. While technologically advanced, these products are often associated with procedural complexity or discomfort, making them less appealing for home-based use. However, recent advancements in materials and designs such as silicone-based external catheters are beginning to find acceptance among certain patient groups. Nonetheless, this segment remains significantly smaller in scale compared to absorbents, with uptake concentrated in specific clinical scenarios such as post-operative care or severe immobility.

Disposable incontinence care products products account for the vast majority of demand in China, owing to hygiene, convenience, and the relative ease of disposal. Urban families and senior care centers largely prefer disposable options, which reduce caregiver workload and minimize infection risks. This is particularly relevant in Tier 1 and Tier 2 cities, where fast-paced lifestyles and rising healthcare awareness encourage the use of products that do not require cleaning or maintenance. Companies are also offering smart delivery subscriptions through online platforms, helping consumers maintain a steady stock of disposable items. Recent product launches have focused on ultra-thin, high-absorbency designs to improve comfort and reduce skin irritation features that resonate with the preferences of both users and caregivers. Reusable items, though available, face barriers to adoption due to cultural expectations around cleanliness and sanitation. These products require thorough washing and drying, which may not be practical for families without access to in-home laundry facilities or for those caring for patients with severe incontinence. However, some niche adoption occurs in rural or price-sensitive regions where disposable product costs present a financial burden over time. Local health bureaus in lower-income provinces have piloted programs encouraging the use of washable pads in community elder care, especially where disposable waste management infrastructure is underdeveloped. Despite these use cases, reusable products remain peripheral to the overall market and show slower expansion compared to their disposable counterparts.

Female users form the largest consumer base in China’s incontinence care products market, largely influenced by biological and social factors. Conditions such as stress incontinence and post-menopausal pelvic floor weakening are more prevalent among women, particularly after childbirth or surgical procedures. Public health education targeted at female wellness, coupled with higher consultation rates among women in urban hospitals, has boosted early diagnosis and treatment. Women are also more likely to seek out discreet and comfortable solutions, driving the development of ergonomically designed products like ultra-thin sanitary-style adult pads and high-waist diapers. Brands in China increasingly use gender-specific marketing, often promoting comfort, skin protection, and fashion-friendly design to appeal to female users. While males constitute a smaller portion of the user base, this group is currently witnessing the fastest growth. This can be attributed to the rising incidence of prostate-related conditions and post-stroke complications, especially among aging men. Additionally, societal norms that previously discouraged men from openly addressing continence issues are slowly shifting, aided by targeted health campaigns and increased clinical outreach. Military hospitals and tertiary care centers in China have begun screening male inpatients for incontinence as part of broader geriatric assessments. Product manufacturers have also begun tailoring male-specific SKUs, including protective guards and boxer-style briefs, that offer both functional benefits and psychological comfort.

Home-based users account for the largest and fastest-growing consumer segment in China’s incontinence care products landscape. This trend is propelled by the country’s strong familial caregiving culture, which prioritizes at-home eldercare. With nearly 90% of seniors reportedly receiving care from family members rather than institutions, demand for easy-to-use, hygienic products suited for home settings has surged. These include pull-up diapers, bed pads, and wet wipes, often bundled into value packs by local suppliers. Additionally, smart homecare solutions such as wearable alert systems and remote monitoring of diaper saturation are being piloted in urban households, especially among the tech-savvy middle class. Health insurance pilots in cities like Hangzhou have also included partial reimbursement for home-used continence aids under long-term care insurance programs. Hospitals and ambulatory surgical centers, while not the dominant setting, represent a critical institutional demand base. These facilities use incontinence care products products primarily for post-surgical, geriatric, and neurology patients. The adoption rate in these settings is driven by the government's emphasis on hygiene protocols and reducing hospital-acquired infections. Public hospitals in Beijing, Sichuan, and Zhejiang have implemented standardized care kits that include adult diapers and bed protectors. However, procurement cycles and budget limitations in lower-tier cities may restrict adoption of premium products. In contrast, private hospitals and premium rehabilitation centers are increasingly stocking advanced products, including odor-control pads and sensor-enabled diapers for data tracking. Other environments, such as nursing homes and community health centers, also contribute to market demand but remain relatively underdeveloped in China. The slow growth of institutional eldercare is due in part to cultural norms that favor aging at home.

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