South Africa Incontinence Care Products Market Overview, 2030

The incontinence care products market in South Africa is undergoing steady expansion, largely influenced by the country’s evolving demographic structure and healthcare delivery systems. South Africa’s population includes a growing proportion of elderly citizens, with those aged 60 and above constituting over 9% of the total population as of recent estimates. This segment is especially prone to urinary and fecal incontinence, conditions exacerbated by age-related muscle weakening and co-morbidities such as diabetes and neurological disorders. The prevalence of incontinence in South Africa is also heightened by the country’s high incidence of chronic diseases including hypertension, stroke, and obesity conditions that have been linked to pelvic floor dysfunction and bladder control issues in both men and women. The country’s healthcare system is characterized by a dual structure: a resource-constrained public sector serving nearly 80% of the population, and a well-resourced private sector catering primarily to the insured and urban middle-to-high income groups. Public healthcare facilities often face shortages and supply chain challenges, limiting consistent access to high-quality continence care products, particularly in rural provinces such as Eastern Cape, Limpopo, and Northern Cape. Despite this, several provincial health departments have integrated continence care into their chronic disease management and elderly care programs, with some clinics providing basic incontinence products as part of primary healthcare services. On the other hand, private healthcare providers and pharmacies in metropolitan areas like Johannesburg, Cape Town, and Durban offer a broader range of incontinence care products products, including advanced absorbent materials and specialized non-absorbent accessories. The growing penetration of medical aids (private health insurance) has further facilitated patient access to premium continence products through reimbursement schemes, especially for post-surgical and chronic patients. Retail pharmacy chains such as Clicks and Dis-Chem, along with supermarket outlets, are expanding their product portfolios to meet the rising demand, supported by increased consumer awareness and marketing efforts.

According to the research report ""South Africa Incontinence Care Products Market Overview, 2030,"" published by Bonafide Research, the South Africa Incontinence Care Products market is anticipated to add to more than USD 50 Million by 2025-30. The expansion of the incontinence care products sector in South Africa is largely being driven by rising consumer health consciousness, increasing institutional support, and growing retail penetration. Lifestyle diseases and post-surgical incontinence cases have seen a surge, particularly in middle-aged adults, prompting the need for discreet and comfortable products. The National Department of Health’s efforts to integrate elderly care and chronic disease management at the primary healthcare level has improved diagnosis and treatment rates. Furthermore, private health insurance coverage is expanding, with more employers offering medical aid plans that reimburse incontinence products, especially for conditions supported by clinical documentation. South Africa’s rapidly digitizing retail landscape, especially in provinces like Gauteng and Western Cape, is making online ordering of hygiene products more accessible to working adults and caregivers. Cultural taboos around incontinence are slowly easing due to social media education and NGO-led campaigns. Another notable trend is the rising demand from care homes and long-term rehabilitation facilities, which are expanding in both public and private sectors. Domestic manufacturers are also increasingly innovating with eco-friendly materials and reusable products, aligning with the growing sustainability awareness in South African consumers.

Absorbent products continue to dominate the incontinence care products market in South Africa, primarily due to their ease of use, immediate effectiveness, and wide availability. Adult diapers and pant-style pull-ups are particularly popular among the elderly population in urban centers such as Cape Town, Durban, and Johannesburg, where purchasing power is higher and access to healthcare services is more robust. These products are also a preferred choice for caregivers due to their quick disposal, odor control, and lower infection risk, especially in cases involving immobile patients. South Africa’s urban aging population, coupled with rising obesity and diabetes rates, has led to an increased reliance on absorbent solutions. Furthermore, private hospitals and care homes prefer absorbent pads and briefs for post-operative recovery and chronic care, citing improved hygiene protocols. Global brands like TENA and local distributors dominate the shelves of major retail outlets and pharmacies like Clicks and Dis-Chem. However, newer local entrants are targeting cost-sensitive consumers by offering bulk packaging and price discounts in township retail stores. Climate plays a subtle role as well regions such as Limpopo and Mpumalanga with hot, humid conditions see higher demand for breathable and skin-friendly materials in absorbent products to prevent rashes and irritation. Non-absorbent items, including external catheters, urinals, fecal containment devices, and skin barrier creams, are still a smaller segment but gaining traction in hospital settings. Many state-run hospitals procure these items through centralized tenders to manage costs, while private clinics focus on offering patient-centric hygiene kits that include non-absorbent tools. Rehabilitation centers also use non-absorbent solutions for specific mobility-related conditions.

Disposable incontinence products command the highest demand across South Africa’s diverse regions, with usage concentrated in urban and peri-urban households. Convenience, hygiene, and time-efficiency are the main factors driving adoption, especially among working caregivers who require hassle-free daily care solutions for elderly or recovering family members. Disposable adult diapers, pull-ups, and bed pads are widely used in private homes, where the focus is on minimizing odor and avoiding laundry. In affluent areas such as Sandton, Constantia, and Umhlanga, consumers opt for premium imported disposable products that offer superior absorbency and skin protection. Many families rely on e-commerce platforms like Takealot and digital pharmacy networks for auto-renewal purchases, contributing to a stable and growing demand base. Government hospitals and public clinics also favor disposable products for inpatient use, especially in geriatric, maternity, and post-surgical wards. However, budget constraints sometimes cause stock shortages, especially in Eastern Cape and North West provinces. This situation drives informal sales of disposable items around government hospitals, where local vendors provide access to low-cost options for patients’ families. Some NGOs active in senior welfare also distribute disposable products in low-income communities as part of dignity-restoration initiatives. Reusable incontinence solutions including cloth-based diapers, washable underpads, and reusable liners occupy a smaller yet significant portion of the market. Their use is more common in rural households and among budget-conscious buyers who manage incontinence as a long-term condition. In provinces like Limpopo and Free State, access to water and drying space supports the use of washable products. However, challenges such as unreliable water supply, longer drying times in colder seasons, and social stigma reduce their wider adoption.

In South Africa, women form the largest consumer base for incontinence products due to a combination of anatomical, medical, and demographic factors. Many women experience incontinence during and after pregnancy, with postpartum care now increasingly including recommendations for light to moderate absorbent pads. Midwives and nurses in both public and private maternity clinics actively recommend these products to manage leaks during the recovery period. Additionally, menopause-induced incontinence is a common issue among women aged 45 and older. As more women become open about discussing pelvic health, particularly in urban centers like Pretoria and Cape Town, awareness of female-specific solutions is rising. Brand campaigns highlighting real South African women, especially on platforms like Facebook and YouTube, have contributed significantly to destigmatization. Female buyers tend to prioritize comfort, skin sensitivity, and product design when choosing items, leading to increased demand for breathable, slim-fit options. The male segment, although smaller in size, is showing faster growth due to increasing diagnoses of prostate enlargement, prostate cancer, and post-surgical complications. Male incontinence has been traditionally underreported, but rising awareness through community health drives and urologist-led campaigns has helped improve product uptake. In urban townships and retirement villages, there is growing acceptance of male guards, absorbent briefs, and urinals specifically designed for male anatomy. Men recovering from prostate surgeries often receive product recommendations directly from private urologists or physiotherapists involved in pelvic floor therapy. Distribution of male-targeted products is increasing in hospital pharmacies and rehabilitation centers, particularly in Gauteng and KwaZulu-Natal provinces. With men living longer and facing increased chronic illness risks, manufacturers are focusing on expanding their male product lines with enhanced fit and discretion features.

The majority of incontinence care products product consumption in South Africa occurs at the household level, with home-based patients forming the largest and fastest-expanding user group. This includes elderly individuals suffering from age-related muscle weakening, patients recovering from surgeries or strokes, and chronically ill persons under home-based care. Family members, often supported by domestic workers or home nurses, are the primary purchasers of products. In major metros such as Johannesburg, Pretoria, and Durban, online platforms and retail pharmacy chains facilitate bulk purchases and home delivery services, making regular supply more accessible. Many caregivers opt for value packs and auto-subscription models for adult diapers and absorbent sheets. Some private home care agencies also include incontinence product management as part of their service packages. Furthermore, provincial health outreach programs and mobile clinics support home-based chronic care and offer guidance on appropriate product use, although they don’t always provide free supplies. Hospitals and ambulatory surgical centers form the next major user group, with demand largely concentrated in post-operative and high-dependency wards. State hospitals maintain minimum inventory of incontinence products, though supply consistency varies greatly between urban and rural facilities. Infection control protocols favor single-use disposable items, especially in surgical wards and ICUs. Private hospitals, by contrast, maintain diverse inventories and often provide patients with a pre-packed hygiene kit that includes incontinence care products items. These hospitals also collaborate with suppliers for training sessions on patient dignity and proper application. Other institutional users include old-age homes, palliative care units, psychiatric hospitals, and specialized disability centers. These facilities procure large quantities of adult briefs, bed protectors, and barrier creams, with purchasing decisions influenced by cost, durability, and supplier reliability. Procurement is often done through tender systems or annual contracts.

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