For manufacturers and brands in the absorbent hygiene industry, the adult incontinence market has become a key growth opportunity. The world’s population is aging, driven by declining birth rates and longer life expectancy. As a result, the number of adults experiencing incontinence is increasing, making the category not only the fastest-growing segment in absorbent hygiene, but also one of the most rapidly evolving, as manufacturers work to meet the changing needs and expectations of consumers.

According to market researcher Euromonitor International, adult incontinence continues to outperform categories such as diapers and menstrual care in the absorbent hygiene market. “Falling birth rates in many markets constrain diaper volumes, while adult incontinence benefits from structural demographic momentum, improved awareness of specialized solutions and consistent recurring demand,” says Liying Qian, global insight manager for tissue and hygiene at Euromonitor International. “In several markets, the category has shifted from a niche healthcare segment to a mainstream wellness-oriented routine.” 

Demographic changes are fueling a shift in the absorbent product industry, according to Ann Hertzfeld, VP of Brand & Product Strategy for Principle Business Enterprises Inc. (PBE), parent company of Tranquility Incontinence Products. “As the U.S. population ages, more people are living with bladder and bowel control challenges – it’s now impacting over 100 million Americans, and growing,” she says. “Combined with a declining caregiver-to-patient ratio, consumers are willing to spend more for products that provide peace of mind and allow them to remain independent and age in place.”

Overall, Hertzfeld says that disposable medical supplies are evolving into a more consumer-facing, performance-led category with a growing emphasis on quality of life over pure cost considerations.

Growth is most rapid in emerging markets, where aging populations, historically low penetration rates and expanding access through modern retail and e-commerce are accelerating category development, Qian says. “More mature markets show steady but resilient growth, supported by premiumization, wellness driven innovation and rising demand for discreet, underwear-like solutions that improve comfort and skin health,” she adds.

According to hygiene and health company Essity’s internal category projections (2025–2030), the consumer retail market alone is projected to reach $5 billion by 2030, growing at a 5.4% CAGR from 2026 to 2030.

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Shopping Shifts

Online shopping has transformed how consumers purchase adult incontinence products, offering a convenient alternative for those who want a discreet way to research and buy these items.

“From a go‑to‑market perspective, e‑commerce has become an increasingly important channel for the category, now representing over 30% of total sales,” explains Thiago Porto Icassati, North America general manager at Essity. While physical stores continue to play a critical role in product discovery, trust and accessibility, he says that convenience, choice and, in some cases, the desire for discreet purchasing, make e‑commerce a strong growth driver.

Qian adds that online channels are now the fastest-growing distribution route, driven by discreet purchasing, broader assortment access, subscription and auto-replenishment and price transparency and promotions. “In less developed retail environments, e-commerce also bridges access gaps by providing product availability to underserved or remote consumers, supporting greater category reach and overall market development,” she says.

As e-commerce expands and price transparency increases, private label has also gained momentum in the category.

Private label is performing strongly in markets with advanced retail ecosystems and high price sensitivity, Qian notes. “Retailers are investing in improved absorbency, skin-friendly materials and premium positioned designs that narrow the gap with branded competitors,” she says. “Shelf space expansion, loyalty driven promotions and packaging upgrades position private label as a credible alternative—particularly in moderate and heavy incontinence where caregiver driven purchasing tends to favor value.”

Katie Smith, marketing manager at absorbent hygiene products manufacturer Drylock Technologies, says the rise of e-commerce and home delivery has been important for private label growth, enabling consumers to discover, compare and purchase alternatives online, including through subscription or discreet packaging services, which reduces stigma and encourages trial purchases. “Rising inflation has led many consumers, including seniors on fixed incomes, to try private label products for the first time or increase their usage versus branded products,” she says. “Value for money is now one of the top consumer preferences in the category.”

Smith notes that private label adult incontinence products have been growing significantly faster than the overall category in recent years, in some cases nearly three times faster than national brands, driven by value-seeking consumers and broader retailer strategies. “Private label has become a significant share of the incontinence market in North America, coming from both online and in-store sales,” she explains. “While branded products still dominate overall share, private labels are among the fastest growing segments.”

Other manufacturers agree that store brands are gaining acceptance. Sima Delafraz, chief commercial officer at First Quality, says that consumer acceptance comes down to quality and performance. “When consumers find a store brand product that performs as well as other advertised brands, and has an attractive price point, it creates a strong value proposition,” she adds.

Today, private label is no longer seen solely as a cost-conscious alternative, adds Tatiana Bumachar Carvalho Pastori, senior marketing manager Adult Care, Ontex. “It has evolved into a credible choice that increasingly meets expectations for performance, comfort and relevance,” she says. “Product quality has improved significantly, with thinner designs, high absorbency and effective odor control, features once strongly associated with branded products.”

Griffin Care, a U.S. manufacturer specializing in private label and contract manufacturing of disposable absorbent products, expects the incontinence category to continue seeing steady long-term growth. In response to growing demand, the company has made significant investments in state-of-the-art manufacturing technology to expand U.S. production capacity.

The company’s incontinence portfolio focuses on underpads and repositioning pads for private brand customers, serving both premium and value segments. 

According to Shawn Naim, president of Griffin Care, the category has evolved in two distinct directions—demand has grown for larger, more absorbent, premium products, while there remains a strong need for economical, everyday solutions. “Innovation in underpads has been steady, which has put greater emphasis on private label offerings,” he says. 

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Aging in Place

Beyond pricing dynamics, another major trend shaping the category is the growing preference among older adults to age at home rather than in institutional care settings.

Elaine Shen, senior product manager at PBE, says the adult incontinence market has been shifting towards homecare. “We have been focused on advances in breathable materials, delivering improved airflow without compromising leak protection,” she adds. “These innovations support better skin health and comfort, which is increasingly important for long-term users in both homecare and institutional settings—particularly for people of size.”

Bumachar Carvalho Pastori adds that as more people choose to stay in their own homes, the responsibility of care is shifting from institutions to family members. “Despite being the backbone of the system, these family members often face complex medical needs, like advanced incontinence, with little to no professional training,” she explains. “This transition creates a significant support gap, making digital tools and easy-to-use products essential for maintaining both the caregiver’s well-being and the patient’s dignity.”

First Quality is also noting this trend. As more care shifts to the home, more family members are stepping into caregiving roles, sometimes unexpectedly, Delafraz says. “As family caregivers seek incontinence products for their loved ones, they also need support on how to use the products.”

To address this need, First Quality continues to invest in its Prevail eNurse clinical support service, which provides free, confidential consumer support on product selection, sizing and other incontinence-related topics. Additionally, last year, the company published its book, “Caring with Dignity: A Caregiver’s Guide to Incontinence,” which provides practical advice to help caregivers navigate the daily challenges of incontinence care.  

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Skin Health Takes Center Stage

In the adult incontinence products market, comfort and skin health are key concerns. Bumachar Carvalho Pastori of Ontex says that skin integrity is a central focus with more awareness around skin health, breathability and dermatologically appropriate materials, especially for aging or sensitive skin. 

Ontex research involving 2500 patients highlights a significant challenge: while 47% of respondents suffer from skin irritations that severely impact their quality of life (93%), most do not seek help until a problem arises. To address these unmet needs, Ontex has partnered with the European Geriatric Medicine Society (EuGMS) to provide expert educational content on skin integrity and rash prevention. 

The company is also rolling out a dedicated “Sensitive” product line to help prevent skin irritation. The first products in the range—Sensitive Pants, Sensitive Slip and Sensitive Form—will gradually become available for healthcare institutions across Europe.

Ontex’s Sensitive Pants are designed with a topsheet enriched with botanical ingredients to help prevent skin irritation. The product also incorporates innovative Y-core technology for instant dryness and up to 2.5 times faster absorption than previous iD or Serenity pants, along with odor control technology to support lasting freshness and confidence.

Essity has also prioritized skin health with recent improvements to its Tena Sensitive Care Pads. In October, the company announced the U.S. launch of the pads, which are now enhanced with aloe and vitamin E, combined with an upgraded 5-in-1 SkinComfort Formula. The full product range is designed to be up to 100% irritation-free, while Tena Sensitive Care Overnight, the highest absorbency pad in the range, has additional upgrades with a 20% drier surface and up to 100% leak-free protection.

“One of the strongest trends shaping the category is the rising demand for products that offer not only protection but also support skin health and comfort, as many consumers experience irritation or sensitivity related to incontinence,” Porto Icassati says. “As a result, skin comfort and irritation prevention have become top priorities—particularly among women.”

Tena Sensitive Care Pads are dermatologically approved by the Skin Health Alliance and are available in a range of absorbencies to support women through light leaks, heavier protection needs or overnight use.

Skin health is also central to First Quality’s innovation strategy. The company continues to expand its MaxSorb+ Zone technology in Prevail Bladder Control Pads for rapid absorption and long-lasting odor protection. “The instant absorption locks in wetness, which is important to maintain skin health,” Delafraz says. 

The MaxSorb+ Zone technology is already available in several of First Quality’s Prevail bladder control pads and will soon be expanded across the full line. 

According to Ansley Allen, director of marketing for Medline’s Personal Care division, adult incontinence is a category where incremental material advances can yield meaningful benefits. 

“Small changes in fiber selection, bonding techniques, or laminate construction can influence not only absorbency and leakage protection but also comfort, discretion and skin health. These outcomes matter deeply to users and caregivers alike,” he says.

As brands continue to refine how nonwoven materials are engineered and combined, Allen says adult incontinence products are moving beyond basic containment toward a more holistic approach to continence management. “For material scientists and manufacturers, this evolution underscores the growing role of nonwovens not just as functional components, but as enablers of better care, better experiences and better outcomes,” he explains.

Product development for FitRight, Medline’s incontinence line, reflects this broader shift toward system-based design. Its disposable underwear and briefs combine breathable outer layers, absorbent cores engineered to lock fluid away from the skin, integrated leak guards and fit-focused elasticity. “Product geometry and material stretch play a crucial role in keeping absorbent components properly positioned, directly influencing both performance and skin exposure,” Allen adds.

As skin health becomes a stronger focus across the category, manufacturers are also exploring how natural and sustainable materials can support gentler products.

In August, Harper Hygienics entered the senior care market with the launch of Harper Care by Cleanic, a new line that includes underpads and wipes.

A key element of Harper Hygienic’s development strategy is its Hemplace Technology Platform, through which the company develops solutions based on natural fibers. Since its launch, this platform has allowed Harper Hygienics to build deep expertise in sustainable, high-performance materials such as hemp and flax, with flax ultimately becoming the company’s material of choice for the Harper Care by Cleanic line, says Dmitrij Kostojanskij, CEO of Harper Hygienics.

Harper Care by Cleanic XXL, ultra-soft wipes are made from 100% natural-origin fibers, including flax as one of the key components, which makes them exceptionally gentle on the skin while helping to support its natural microbiome. Harper Care by Cleanic disposable underpads were designed for nights, mobility challenges, or any time extra protection is needed. They feature a soft top layer for comfort and a 100% natural absorbent core that effectively locks in moisture while keeping skin dry. The waterproof backing protects beds, chairs and other surfaces.

“Entering the incontinence category was a natural next step for us,” Kostojanskij says. “It gave us the opportunity to extend our flax-based portfolio, apply our technological know-how and bring our own branded solutions to the market, combining innovation, care and responsibility in a segment where quality truly matters.”

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Discretion Without Compromise

While skin health has become a strong focus, discretion remains another key driver of innovation. Slim, quiet, underwear-like designs are helping to reduce stigma, allowing users to remain active in their everyday lives.

Allen of Medline points to superabsorbent polymer (SAP) technology as one of the most visible areas of progress in the market. “Improvements in SAP efficiency have enabled products to manage higher fluid loads without increasing thickness or bulk,” he explains. “As a result, thinner, more discreet products no longer require compromises in performance. This is an important development because users expect incontinent products to resemble everyday apparel rather than traditional medical devices.”

Bumachar Carvalho Pastori of Ontex adds that discretion remains a critical expectation across all segments. “Consumers want solutions that are thin, comfortable and unobtrusive, allowing them to maintain an active lifestyle without compromising confidence or dignity,” she says.

Ontex recently expanded its iD offering to healthcare partners, distributing through pharmacies, health insurance funds, medical supply channels and care institutions. Launched last year, the absorbent pants and light pads in the iD Discreet range are designed for both women and men, providing protection with fast absorption, effective odor control and flexible, breathable materials. Their discreet design ensures comfort and confidence by remaining virtually invisible under everyday clothing. The range includes absorbent pants featuring channeled core technology for instant dryness, and night pads for women with a wider back for added protection while lying down. 

Other manufacturers are also refining core design to improve leakage protection while maintaining slim fits. In the U.S. market, Drylock recently launched patented anti-leak channels integrated into adult incontinence underwear. Smith says this technology distributes liquid more quickly and evenly throughout the absorbent core, enhancing overall absorption and reducing pooling in specific areas, while also providing better leak protection and confidence for active use.  

Better absorption is also very important, she adds, and Drylock has increased its core capability by having a larger size core across all adult incontinence underwear, while still staying discreet. 

“Consumers are increasingly seeking products that don’t feel bulky,” Smith says. “Ultra-thin, discreet designs that look and feel like regular underwear, yet still perform at high absorbency levels, will what consumers expect. This reflects a broader shift toward comfort, confidence and normalizing daily life while wearing these products.”

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Looking Ahead

Despite major advances in absorbency and fit, manufacturers say there is still significant room for innovation in adult incontinence products—especially when it comes to discretion, skin health and comfort.

“While the market has advanced considerably, consumers still seek solutions that go beyond functional protection and better support their peace of mind, wellbeing and confidence,” says Porto Icassati of Essity.

Allen of Medline adds that despite significant progress, unmet needs remain, particularly around microclimate management. “Heat, moisture and skin pH continue to play a central role in incontinence-related skin challenges,” he explains. “Breathable fabrics that allow vapor transmission while maintaining leakage protection are increasingly critical, especially for extended wear and higher acuity use cases. Technologies that help moderate the skin environment, rather than simply absorb fluid, are becoming a focal point for innovation across the category.”

Manufacturers also see expanding size availability as a growing innovation priority. Chris Murray, PBE director of product management, says that expanding materials and design innovations across a full range of product sizes—including bariatric options—has become increasingly important for specific segments of underserved populations. Last year, Tranquility launched the first 100% breathable pull-on product in size 3XL.

“Offering larger pull-on absorbent underwear as well as extended-size briefs and underpads gives consumers who have historically had limited choices greater comfort, confidence and freedom,” Murray says.

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