The global incontinence and ostomy care products market is anticipated to register a healthy growth rate over the forecast period (2012 to 2020). It is driven by growing healthcare infrastructure and a rapidly increasing elderly populace. Other factors that influence product demand are the problem of obesity, prevalence of inflammatory bowel diseases, and the availability of advanced products that treat incontinence. Colorectal cancer is yet another factor which can drive the market for such products in developed economies.
Incontinence is a condition in which a person loses control of the urinary bladder which leads to the involuntary leakage of stools or urine. Urinary and fecal are two major types of incontinence. An ostomy is a surgical opening created in the body to dispose of excrements and other body wastes. Different types of ostomies are olostomy, urostomy, and ileostomy. Emotional distress and social stigmas negatively impact the penetration of incontinence and ostomy care products in the industry. However, effective distribution and marketing of the same can create newer avenues for further market growth.
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The Incontinence And Ostomy Care Products Market is fragmented on the basis of products and regions. Products are bifurcated to incontinence care and ostomy care products. Incontinence care products are further divided into absorbents, incontinence bags, and others. ‘Others’ includes cleaners and urinals, deodorizers, and clamps. Among these, absorbents occupied the largest market share in 2013. This can be attributed to their light weight and expendability.
Ostomy care products are sub-divided into ostomy bags, irrigation products, skin barriers, and deodorants. Ostomy bags comprise continent urostomy bags, continent ileostomy bags, urostomy bags, ileostomy bags, and colostomy bags. Among these, ostomy bags held the largest share in 2013. These bags can collect human waste without hindering the daily routine of the user. They are airtight and can be used during or after surgery. Colostomy bags, a type of ostomy bag, had generated revenues over USD 1 billion in 2012.
Geographically, the global industry is categorized into North America, Asia Pacific, Europe, and Rest of the World (RoW). North America led the global Incontinence And Ostomy Care Products Market with over 37% revenue shares in 2012. This can be ascribed to widespread patient awareness, large elderly populace, and a strong technology base.
Europe generated substantial revenues in 2016 on account of favorable reimbursement policies and high investment in healthcare infrastructures. Asia Pacific can expand at a high growth rate during the forecast period. Social acceptance of these products and a large aging population in China & Japan can contribute to regional market revenues. Other factors that can drive regional demand are steady economic growth and heightened awareness.
Some of the major participants in the Incontinence And Ostomy Care Products Market are Unicharm Corporation, B. Braun Melsungen AG, Coloplast A/S, and Kimberly-Clark Corporation. Mergers and acquisitions are common market expansion strategies adopted by these players. Recently, Coloplast reached an agreement to acquire Comfort Medical for USD 160 million. Comfort Medical manufactures products related to incontinence, ostomy, urology, and wound care. This deal may strengthen the product portfolio of Coloplast significantly. Additionally, Coloplast aims at capitalizing on Comfort’s business model to gain customers via physician referrals and response Ads.
Recent material innovations have led to the introduction of thinner products. Newer types of panty liners, pull-up pant underwears, and advanced underpads are successfully being sold on the internet. According to a report by the World Health Organization (WHO), women form a larger consumer base in this market than men.