Saudi Arabia Incontinence Care Products Market Overview, 2030

Saudi Arabia's incontinence care products market is undergoing notable development, driven by a combination of demographic, medical, and infrastructural factors. One of the key contributors is the steadily aging population. Although the Kingdom currently has a relatively young demographic structure compared to Western nations, projections by the Saudi General Authority for Statistics indicate a sharp rise in the number of citizens aged 65 and above by 2030. This shift is largely due to improved life expectancy, falling fertility rates, and enhanced access to modern healthcare. As the elderly population expands, so does the incidence of age-related conditions such as urinary and fecal incontinence, thereby creating a growing demand for support products. Additionally, Saudi Arabia reports high prevalence rates of diabetes, obesity, and cardiovascular disease conditions strongly linked to bladder dysfunction and incontinence issues. These health factors affect a significant portion of the adult population, accelerating the need for effective continence management. Further boosting the market is the growing number of rehabilitative and palliative care centers being established as part of Vision 2030’s healthcare transformation program. Government-backed health clusters in regions like Riyadh, Jeddah, and Makkah are incorporating incontinence care products as part of their integrated patient support systems. Increasing insurance penetration and coverage for elderly and chronic conditions is also helping reduce the out-of-pocket burden for families, allowing broader access to these products. Meanwhile, the rising presence of female pharmacists and physicians is reducing the stigma around purchasing incontinence solutions, especially among women. Additionally, consumer behavior in urban areas is shifting toward modern retail experiences hypermarkets, e-commerce platforms, and pharmacy apps now feature dedicated incontinence product sections. Demand is growing not only in major cities but also in second-tier cities like Tabuk and Abha, where access to quality healthcare is improving. The market is evolving into a structured ecosystem that caters to medical, cultural, and lifestyle-driven needs unique to the Kingdom.

According to the research report ""Saudi Arabia Incontinence Care Products Market Overview, 2030,"" published by Bonafide Research, the Saudi Arabia Incontinence Care Products market is anticipated to add to more than USD 50 Million by 2025-30. The current momentum in Saudi Arabia’s incontinence care products market stems from a multi-dimensional mix of healthcare modernization, lifestyle shifts, and policy support. A major influence is the government’s active investment in healthcare sector diversification under Vision 2030. As part of this roadmap, the Ministry of Health and related bodies are focusing on non-communicable diseases (NCDs) such as obesity, diabetes, stroke, and spinal disorders all of which are direct or indirect contributors to incontinence. These efforts are backed by national awareness campaigns, which promote early detection and intervention. Several Ministry-led programs encourage routine health checkups, particularly for older adults, which indirectly increases diagnosis rates and subsequent demand for incontinence care products solutions. Urbanization is another critical driver. Over 80% of the population now resides in urban settings, and families in cities like Riyadh, Jeddah, and Dammam are increasingly turning to professional home caregivers to manage elderly or chronically ill patients. With more working women and nuclear families, there is a preference for products that save time and reduce manual handling thus increasing reliance on incontinence care products products. Retail penetration has surged, with major pharmacy chains like Nahdi, Al-Dawaa, and United Pharmacies expanding their product offerings to include both premium and value-tier incontinence brands. E-commerce platforms such as Noon and Amazon.sa are also aggressively marketing discreet doorstep delivery options, appealing to the country’s privacy-conscious consumers.

Incontinence care products products in Saudi Arabia are primarily dominated by absorbent-based solutions, driven by cultural preferences, product usability, and climatic considerations. Products such as adult pull-ups, incontinence pads, adult briefs, and bed protectors have gained widespread acceptance across different consumer categories. The Kingdom's harsh and often hot climate, especially in regions like the Eastern Province and Riyadh, requires products that offer high breathability and moisture control to avoid skin rashes and infections. Hence, consumers prefer advanced absorbent materials with gel-core and anti-leak barriers. Both institutional buyers (hospitals and nursing facilities) and individuals show a strong inclination toward such products for their ease of use, better hygiene management, and odor neutralization factors critical in a socially conservative society. Retail trends reflect this preference. Brands like TENA, Seni, and local private labels have seen expanding shelf presence in pharmacy chains and hypermarkets. These absorbent products are also favored in hospital procurement tenders issued by the Ministry of Health and National Guard-affiliated healthcare providers, particularly for post-surgical care and elder support. Custom-fit sizing and options that accommodate the traditional clothing worn in Saudi Arabia (like thobes or abayas) are further improving product suitability and uptake. On the other hand, non-absorbent options such as external catheters or urinals remain underutilized and are mostly limited to acute hospital settings or specific urology departments. Their adoption in home environments is low due to the discomfort, lack of product knowledge, and cultural hesitation associated with their usage.

Single-use disposable incontinence products dominate Saudi Arabia’s market due to their convenience, hygiene efficiency, and strong alignment with cultural and climatic needs. In home-based care, families often prioritize dignity and cleanliness, especially when dealing with elderly patients, post-operative recovery, or individuals with mobility limitations. Disposable options such as pull-ups, pads, and bed underlays eliminate the burden of repeated washing and allow quick changes. They also help avoid prolonged skin exposure to moisture, which is crucial in the Kingdom’s arid and high-temperature environment, especially in cities like Dammam and Madinah. Disposable products with dry-touch surfaces and breathable backing are especially preferred by caregivers managing patients for extended hours. In medical institutions, strict hygiene protocols and infection prevention policies necessitate the use of disposables. Government and private hospitals alike opt for such products to ensure patient comfort, reduce nursing workload, and manage time efficiently. As health insurance schemes such as the Council of Cooperative Health Insurance (CCHI) expand to cover more private hospital services and home care, disposable items are being reimbursed in many cases, thus enhancing affordability and uptake. Conversely, reusable incontinence solutions such as washable briefs or underpads remain a niche option, largely limited to cost-conscious users, especially in rural or lower-income urban segments. Despite their potential cost savings, reusable items are not widely promoted in mainstream retail or hospitals due to concerns over cleanliness, odor retention, and difficulty in maintenance. Even among domestic caregivers, there is limited training on safe reuse practices. Environmental awareness about plastic waste from disposables is still low in the Saudi consumer psyche, and sustainability is not yet a strong decision-making factor.


In Saudi Arabia, women account for a larger portion of incontinence product users, especially due to higher occurrence of conditions like stress and urge incontinence post-childbirth or during menopause. Cultural factors and medical practices encourage regular visits to gynecologists, leading to earlier diagnoses and timely adoption of incontinence management solutions. Moreover, women are more likely to act as primary caregivers in households, giving them both decision-making power and exposure to product information. Retail pharmacies often create gender-friendly environments, with female pharmacists assisting women in selecting suitable products. This has helped normalize the purchasing of incontinence products among middle-aged and elderly women, particularly in urban centers like Riyadh, Mecca, and Khobar. However, men are emerging as a fast-growing consumer group. Many older Saudi men experience urinary complications related to prostate issues or chronic conditions such as diabetes and spinal injuries. Due to social norms, many men avoid discussing such issues publicly, but increasing digital health consultations and pharmacy delivery apps have provided them with discreet purchase channels. Male-specific products with tailored anatomical designs, anti-chafing features, and odor control are seeing greater acceptance in this group. Additionally, long-term male patients in rehabilitation centers and eldercare homes are routinely prescribed incontinence products by urologists and physiotherapists. There is also a growing demand among men recovering from surgeries, especially in the military health system and National Guard facilities. With male caregivers now increasingly employed in eldercare roles particularly in conservative households there is a gradual shift toward more informed product use.

Home-based care settings are the primary driver of incontinence product usage in Saudi Arabia, largely due to cultural and religious values that prioritize caring for the elderly and sick within the family. Families view institutionalization as a last resort, and caregiving typically takes place within the home. The prevalence of live-in caregivers often female workers from the Philippines, Indonesia, and India further supports in-home care delivery, where incontinence products are vital tools for daily hygiene management. Retailers have adapted by offering bulk packaging options and subscription delivery services for high-frequency buyers. Online channels like Nahdi Online and White Pharmacy also cater specifically to home users through discreet, same-day delivery services in major cities. Hospital and ambulatory care centers also represent a significant user base, especially for post-operative patients and those with chronic urological or neurological conditions. Public sector hospitals, such as those under the Ministry of National Guard Health Affairs or King Faisal Specialist Hospital, follow standardized procurement policies that favor high-absorbency disposable products to prevent infections and pressure sores. The use of incontinence care products in outpatient surgery centers and maternity hospitals is also growing, particularly as these facilities see a higher volume of short-term patients requiring temporary incontinence support. Other care environments, such as rehabilitation centers, specialized eldercare facilities, and private nursing homes, are still in early stages of development but are expanding rapidly as part of Saudi Arabia’s push to diversify healthcare infrastructure. These settings typically cater to more affluent families or individuals without immediate family support. Many such facilities operate in partnership with international healthcare providers, bringing global best practices in 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