India Incontinence Care Products Market Overview, 2030

The incontinence care products market in India is evolving due to a convergence of demographic, healthcare, and societal changes. Urbanization and improved access to health infrastructure are gradually increasing awareness about urinary incontinence, a condition historically stigmatized and often underdiagnosed in the country. This demographic shift is coupled with a growing prevalence of lifestyle-related disorders such as diabetes, obesity, and post-menopausal complications, all of which are linked to urinary incontinence. While the market remains relatively nascent compared to developed economies, rising penetration of healthcare products in Tier-II and Tier-III cities is catalyzing adoption across wider segments of the population. Additionally, the expansion of health insurance and the presence of government health programs like Ayushman Bharat have started including chronic condition-related supplies, indirectly benefiting incontinence care products adoption. Large pharmacy chains and online marketplaces are playing a pivotal role in making these products more accessible. Multinational companies, in partnership with Indian distributors, are increasingly introducing tailored products suited for Indian climatic and pricing conditions. While the market is currently concentrated in metropolitan cities like Mumbai, Delhi, Bengaluru, and Chennai, smaller urban centers are showing rising demand patterns. Innovations such as slim-profile adult diapers and biodegradable incontinence pads also cater to emerging needs in a price-sensitive yet environmentally-conscious consumer base. The market is seeing product differentiation in terms of material quality, comfort, and odor control to align with consumer expectations. Public-private collaboration for elderly health awareness and NGO-led campaigns are gradually changing societal perceptions. However, continued underreporting of incontinence conditions remains a challenge for faster market expansion.

According to the research report ""India Incontinence Care Products Market Overview, 2030,"" published by Bonafide Research, the India Incontinence Care Products market is anticipated to grow at more than 9.21% CAGR from 2025 to 2030. The growth momentum in India's incontinence care products market is shaped by rising health awareness, cultural shifts, and improvements in medical diagnosis. A key contributor is the increasing acknowledgment of incontinence as a medical issue rather than a taboo subject, especially among women and senior citizens. Health campaigns by hospitals and NGOs are beginning to bridge the information gap, encouraging early diagnosis and appropriate product usage. Moreover, India’s rapid growth in digital health platforms is helping patients access information and buy products discreetly, a crucial factor in a market where stigma has historically suppressed demand. The country’s growing diabetic population projected by the IDF to exceed 100 million by 2030 is another major driver, as diabetes is a leading cause of bladder dysfunction. Similarly, the rate of cesarean deliveries and post-pregnancy complications among women in urban India has led to more young and middle-aged women seeking incontinence aids. Increased institutional births and postnatal care awareness are expanding demand in maternity clinics and gynecology departments. Furthermore, India’s expanding geriatric care infrastructure, including retirement homes and assisted living centers, is fostering demand for both disposable and reusable incontinence products. Medical tourism has also opened up a small but significant consumer base for these products, especially in cities offering advanced rehabilitation and post-surgical care. Product innovations tailored to India’s hot and humid climate such as breathable, leak-proof materials are further enhancing user comfort. Pricing strategies such as smaller pack sizes and affordable bulk purchase options are also influencing retail movement, especially in lower-income segments. Multilingual packaging and regional advertising campaigns are helping to engage consumers in non-metro areas.

Among product offerings, absorbent solutions dominate the Indian incontinence care products space due to their convenience, broad applicability, and increasing availability in both institutional and home care environments. Adult diapers, in particular, have witnessed steady growth, fueled by rising hospital admissions for elderly and chronic care, as well as the expansion of home healthcare services. These products are favored due to ease of disposal, comfort, and discretion, and are available across price ranges to suit urban and semi-urban demand. Newer variants with odor-lock features, stretchable waistbands, and dry-touch layers have further elevated user experience, thereby increasing repeat purchase behavior. Many Indian manufacturers are investing in local production to offer absorbent products at competitive prices while maintaining quality. Fastest growth is seen in premium absorbent product categories catering to urban users with higher disposable incomes, who prefer comfort and convenience over price. E-commerce platforms like Amazon, Flipkart, and Pharmeasy have played a key role in driving the adoption of these absorbents by offering product comparisons, discounts, and discreet packaging. On the other hand, non-absorbent solutions like external catheters, penile clamps, and reusable liners remain niche and are primarily prescribed in clinical settings. Their uptake is largely confined to urology departments or long-term care institutions, where patients with specific medical needs require specialized support. Lack of awareness and higher pricing have kept non-absorbent product growth relatively subdued compared to their absorbent counterparts.

Disposable incontinence products are significantly more prevalent in India due to their hygiene benefits, convenience, and growing acceptance among caregivers and patients alike. As hospital discharge policies encourage faster turnover, patients with limited mobility or those recovering from surgery are often sent home with a recommendation for disposable diapers or pads. These are commonly used for post-operative care, postnatal care, and geriatric patients recovering at home. The preference for disposable items is also driven by the cultural emphasis on cleanliness, where quick disposal is favored over repeated washing. Retailers report increasing repeat purchases, particularly in cities where the nuclear family model places care responsibilities on limited members, necessitating time-saving options. Fastest adoption is also seen among working families in metro cities, who prioritize disposable options for both hygiene and ease of use. Indian brands are expanding their offerings to include pant-style diapers and insert pads for men and women, responding to demand for discretion in daily mobility. By contrast, reusable products such as washable cloth pads and protective underwear are primarily purchased by budget-conscious consumers or those in rural settings. NGOs and rural health initiatives occasionally promote reusable options as sustainable solutions, but uptake remains modest. Challenges include drying time during monsoon seasons, lower availability in retail chains, and social discomfort with product maintenance. Additionally, reusable incontinence products face hurdles in terms of initial awareness and require hands-on demonstration, which restricts their adoption through online channels. Despite these barriers, some urban consumers with eco-conscious preferences are beginning to explore reusable alternatives.

Female users constitute the largest portion of India’s incontinence care products market, primarily due to higher incidence of stress and urge incontinence related to childbirth, menopause, and gynecological health conditions. Urban women, especially those above the age of 40, are increasingly seeking medical help for bladder control issues, spurred by rising gynecological health awareness and availability of pelvic floor therapy. Gynecologists and maternity clinics now frequently recommend female-specific incontinence products, including slim-fit pads and panty liners that offer discreet protection during physical activity or travel. Women's support groups and online forums have also played a key role in reducing stigma, encouraging more open discussion and product trial. Advertising strategies tailored to women emphasizing discretion, comfort, and confidence have further boosted product uptake. Educational campaigns targeting working professionals and postnatal mothers have been particularly effective in metropolitan areas. While female-centric adoption leads the segment in terms of volume, male consumers are increasingly being diagnosed and treated for incontinence issues, especially in the context of prostate surgery, neurological disorders, and diabetes-related complications. Growth is fastest among male users, driven by hospital referrals and increased urology consultations. Specialized products such as male guards and external urinary devices are slowly gaining traction, although awareness remains low in rural and small-town India. Increased health screening for men in organized workplace wellness programs has helped surface incontinence issues earlier, pushing product adoption. Furthermore, the rise of male caregivers seeking caregiving tools for aging fathers has positively impacted the demand for men-specific incontinence aids.

In India, home-based users account for the largest and fastest-growing share of the incontinence care products product market. This trend is reinforced by a shift in long-term care preferences, where families increasingly choose home care for elderly or chronically ill patients due to cost considerations and emotional factors. Home care service providers, including startups like Portea and Care24, frequently recommend or bundle incontinence products as part of post-discharge care. The popularity of adult diapers, underpads, and pant-style absorbents among home users is driven by the need for convenience and hygiene in managing immobile or semi-mobile patients. With more middle-class families taking responsibility for aging relatives, product selection and purchase decisions are often made by caregivers based on ease of use, cost-efficiency, and discretion. In contrast, hospitals and ambulatory surgical centers primarily procure incontinence products for short-term use during surgeries, recovery, or palliative care. Usage in these settings is more protocol-driven, and typically limited to patient hospitalization duration. While hospitals play a crucial role in first-time exposure to such products, continued use shifts to home settings post-discharge. Other end users include old age homes, physiotherapy clinics, and rehabilitation centers, where demand is comparatively smaller but growing. These institutions often face budget constraints and typically rely on donations or bulk procurement for supplies. In such settings, bulk packs of basic adult diapers and pads are preferred over premium variants. Still, institutional users have a role in introducing and normalizing incontinence product usage, particularly among populations less likely to self-initiate purchases.

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