United States Incontinence Care Products Market Overview, 2030

The incontinence care products market in the United States is undergoing significant transformation, propelled by the aging of the population, increased healthcare accessibility, and the broader medicalization of continence issues. The U.S. Census Bureau projects that by 2030, one in five residents will be of retirement age, intensifying the demand for urinary and fecal incontinence management products and services. Age-related weakening of the pelvic floor, cognitive impairments like dementia, and comorbidities such as diabetes and prostate conditions are fueling the incidence of both temporary and chronic incontinence, especially among elderly individuals living at home or in assisted care settings. The expansion of Medicare Advantage plans and Medicaid waiver programs in states like California, Florida, and New York is resulting in broader coverage for incontinence supplies, notably for disposable absorbent garments and skin barrier creams. In-home care providers and durable medical equipment (DME) suppliers are witnessing increased orders due to the shift from institutionalized care to home-based patient support. National pharmacy chains such as CVS Health and Walgreens Boots Alliance have expanded shelf space and introduced private-label incontinence brands, while big-box retailers and e-commerce giants like Amazon are enabling discreet, subscription-based delivery models, which is helping overcome stigma and encourage product adoption. The increased visibility of incontinence in advertising, social media conversations, and patient advocacy networks has also driven consumers to seek early diagnosis and adopt preventive routines. Professional societies, including the American Geriatrics Society and the Society of Urologic Nurses and Associates (SUNA), are incorporating incontinence care products education into training programs, signaling a shift in clinical attitude toward proactive treatment.

According to the research report ""US Incontinence Care Products Market Overview, 2030,"" published by Bonafide Research, the US Incontinence Care Products market is anticipated to grow at more than 5.65% CAGR from 2025 to 2030. Technology integration and design innovation are becoming central to the evolution of the U.S. incontinence care products landscape, as manufacturers and healthcare providers respond to consumer demands for comfort, dignity, and sustainability. Smart sensor-based products that monitor moisture levels and send alerts to caregivers are seeing early adoption in long-term care facilities and home settings, particularly among Alzheimer’s and immobile patients. Companies are investing in breathable, dermatologically-tested fabrics to reduce the risk of pressure ulcers and dermatitis, while advanced odor-lock mechanisms and pH-balancing materials are becoming baseline features in premium product lines. The sustainability trend has prompted the use of biodegradable core materials and recyclable outer packaging, aligning with state-level environmental regulations, especially in California and Washington. U.S.-based producers like Kimberly-Clark and Cardinal Health are emphasizing research into ergonomic designs and gender-specific fit to improve usage adherence and reduce leakage incidents. Parallelly, a rising number of consumers are enrolling in auto-refill programs offered by specialized DME distributors, often bundled with telehealth check-ins for ongoing monitoring. Procurement by healthcare institutions is increasing, particularly by Veterans Health Administration (VHA) facilities, nursing homes, and critical access hospitals serving rural communities where supply chain consistency is essential. Public health departments are integrating incontinence product kits into disaster preparedness plans for vulnerable populations during emergencies. Multidisciplinary care teams involving primary physicians, urologists, occupational therapists, and nurse practitioners are promoting holistic continence care, often backed by EMR (Electronic Medical Record)-based prompts for early screening and intervention. Nonprofits such as the Simon Foundation for Continence and the NAFC are contributing to knowledge dissemination and patient empowerment, further elevating the importance of timely and sustained product access.

Absorbent products dominate the incontinence care products landscape in the U.S., owing to their direct applicability across all severities of urinary and fecal incontinence. This category includes adult diapers, underpads, pant-style briefs, and bladder control pads, which are now commonly available in retail and online platforms nationwide. Brands such as Depend, Prevail, and TENA have introduced product lines specifically designed for mobility, comfort, and extended wear, catering to both ambulatory and bedridden individuals. The adoption rate of absorbent products has also been accelerated by increased hospital discharges and a preference for home-based care. Additionally, caregivers in long-term care facilities and assisted living homes prefer these items due to ease of use and hygiene benefits. The rise in dual incontinence cases among individuals with neurological disorders like Parkinson’s or Alzheimer’s has also contributed to the demand for high-absorbency adult briefs. Non-absorbent solutions, such as external catheters, penile clamps, and urethral inserts, hold a smaller but clinically relevant share of the U.S. market. These are predominantly prescribed for male patients with specific urinary issues such as stress incontinence post-prostate surgery or spinal cord injury. The demand for non-absorbent devices is largely driven by urology clinics and post-surgical rehabilitation centers. There is growing clinical focus on developing silicone-based, skin-friendly external devices to reduce skin irritation, a concern especially in elderly users. However, adoption remains restricted due to the need for medical supervision, higher costs, and limited awareness among general consumers. While non-absorbents serve a niche segment, they are gaining attention within VA hospitals and specialized rehabilitation programs as viable alternatives to continuous catheterization.

Disposable incontinence products have become the default choice for most users in the U.S., especially in urban and suburban regions with ready access to retail pharmacies, big-box stores, and e-commerce platforms. This preference stems from hygiene, convenience, and technological advancements such as leak-guard barriers, moisture-wicking layers, and odor-neutralizing agents. The widespread use of disposable adult briefs, liners, and underpads is supported by procurement programs in hospitals, hospice care, and long-term residential facilities. Medicaid programs in several U.S. states reimburse or partially cover disposable products for eligible home-bound individuals, especially those with chronic incontinence issues. Additionally, the growing aging-in-place trend, where seniors choose to remain in their homes rather than move to institutional care, further strengthens demand for disposable options that are easy to use and discard without caregiver burden. Reusable incontinence care products products such as cloth briefs, washable bed pads, and padded underwear are gaining moderate traction among eco-conscious users and caregivers in the U.S., particularly in states with strong sustainability initiatives like California and Oregon. While initial cost is higher, long-term savings and reduced environmental waste are appealing to a small but growing segment. These products are commonly used by individuals with mild to moderate incontinence who are mobile and capable of personal hygiene maintenance. However, adoption in institutional settings remains low due to laundry costs, infection control concerns, and logistical inefficiencies. Specialized brands are emerging with skin-friendly, hypoallergenic fabric blends and moisture-locking layers that aim to bridge the gap between disposability and comfort.

Women constitute the majority of incontinence care products product users in the U.S., primarily due to biological and physiological factors. Pregnancy, childbirth, menopause, and higher life expectancy collectively contribute to a greater prevalence of stress and urge incontinence in American women. Leading manufacturers such as Poise and Always Discreet offer female-specific designs with narrow waists, contoured fits, and floral odor neutralizers to ensure both discretion and comfort. Women's health providers and OB/GYN clinics frequently recommend such products alongside pelvic floor therapy or medications. The availability of feminine-style absorbent products across retail chains, subscription models, and telehealth prescription services reinforces this segment's dominance. Awareness campaigns, particularly during National Women's Health Week and through platforms like the Office on Women’s Health (OWH), have improved product visibility and destigmatized conversations around female incontinence. Conversely, the male segment, while smaller, is witnessing the fastest growth, driven by increasing diagnoses of prostate-related issues, post-surgical complications, and aging. Brands like Depend and TENA Men are tailoring their offerings with masculine fits, active-wear designs, and improved absorbency zones targeted at male anatomy. Urologists and primary care doctors are initiating more conversations with older male patients about urinary symptoms, which is translating to earlier adoption of incontinence solutions. The growing use of external male guards and drip collectors is also evident in VA hospitals and post-urology surgery departments. Moreover, sports-related pelvic injuries and chronic conditions like diabetes have increased the incidence of incontinence among middle-aged men, pushing demand for non-bulky, discreet options suitable for working professionals.

Home-based patients represent the largest consumer segment for incontinence care products products in the U.S., driven by rising healthcare decentralization and the increasing number of elderly citizens opting for at-home caregiving. The demand is strongly supported by Medicare Advantage plans, Medicaid waivers, and private insurance programs that offer partial coverage for home health supplies, especially incontinence briefs and underpads. Online ordering platforms offering customizable monthly kits, discreet packaging, and auto-delivery services have further propelled at-home product usage. The trend is particularly strong in Sun Belt states like Florida and Arizona, where a high density of retirees live independently or with limited caregiver assistance. Additionally, home health agencies and nurse-assistance programs routinely incorporate incontinence product recommendations into their care protocols, making these items a standard part of at-home medical regimens. Hospitals and Ambulatory Surgical Centers (ASCs) also play a critical role in incontinence product usage, especially for post-operative care, immobile patients, and those undergoing rehabilitation. Facilities in states such as New York, Texas, and Illinois maintain bulk supply contracts with vendors to ensure continuous access to high-absorbency briefs and bed protection products. However, institutional use is often confined to short durations, as patients are typically transitioned to home-based care after stabilization. Other end-use areas include skilled nursing facilities, hospices, and rehabilitation centers, which maintain consistent demand but operate under tight budget constraints, often limiting product variety. These settings prioritize high-absorbency and quick-change features to reduce caregiver workload and maintain hygiene standards.

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