Incontinence Devices and Ostomy Market - Growth, Trends, COVID-19 Impact, and Forecasts (2023 - 2028)

The incontinence and ostomy care product market is expected to register a CAGR of nearly 10.1% during the forecast period.

The outbreak of the COVID-19 pandemic significantly impacted the incontinence devices and ostomy business, as only the most acute ostomy surgeries were performed following the outbreak. Stoma care is a potentially overlooked aspect of the outbreak, and no specific stoma care recommendations were published during the pandemic. According to the study published by the National Library of Medicine in March 2022, ostomies decreased by 19.5% during the time between March 2020 and February 2021. Thus, the decline in surgeries related to ostomies hampered the growth of the market during the pandemic. However, the demand for ostomy care products for home care considerably increased during the same period as most patients opted for home treatments. Hence, COVID-19 had a significant impact on market growth. However, as COVID-19 cases have subsided, the market has been recovering very well and is likely to maintain the same trend over the forecast period.

The major factor contributing to the growth of the market studied is the high prevalence of inflammatory bowel diseases (IBD), rising prevalence of urinary incontinence (UI), including ulcerative colitis or Crohn's disease, and colorectal cancer, resulting in increased ostomy surgery cases. According to the WHO updates from July 2021, an increase of around 70% is expected in colorectal cancer cases across the world by 2030. Furthermore, according to statistics published by GLOBOCAN, colorectal cancer (CRC) is the fourth most common type of cancer among the German population, and approximately 57,528 new cases of CRC were reported in Germany in 2021. Additionally, according to statistics provided by GLOBOCAN in 2020, approximately 33,815 new cases of colon cancer and 11,951 new deaths were reported in the United Kingdom in 2020 increasing the demand for ostomy surgeries and devices, thereby boosting the market growth over the forecast period. Moreover, as per a study published in April 2022 by Female Pelvic Medicine & Reconstructive Surgery, 61.8% of women had urinary incontinence (UI), corresponding to 78,297,094 adult United States women, with 32.4% of all women reporting symptoms at least monthly in 2021. Of those with UI, 37.5% had stress urinary incontinence, 22.0% had urgency urinary incontinence, 31.3% had mixed symptoms, and 9.2% had unspecified incontinence. Thus, a high burden of UI in women is expected to increase the demand for incontinence products which is expected to boost the growth of the market over the forecast period.

The development of efficient and suitable pouching systems and associated accessories which help to improve the quality of life of ostomy patients, is expected to open up the growth horizons for the studied market over the forecast period. For instance, the company Trio Healthcare launched a silicone-based ostomy seal, Trio Siltac. This product aids in preventing leakage and protecting the skin around the stoma. Such technological advancements are anticipated to propel the market growth over the forecast period.

Furthermore, an increase in initiatives to raise awareness about ostomy in individuals further propels the growth of the market. For instance, the United Ostomy Association of America Inc. (UOAA) works to improve the quality of ostomy healthcare and promote higher standards of care in all healthcare settings. The organization commemorates World Ostomy Day on the first Saturday of October every year to raise awareness about ostomy care. Such initiatives is likely to create awareness among the general population about stoma care, thereby aiding market growth.

However, lack of proper reimbursement and complications associated with ostomy and usage of incontinence products are likely to restrain the market growth.

Incontinence Devices and Ostomy Market Trends

Colostomy Bags are Expected to Observe Lucrative Growth in the Application Segment

A colostomy bag also called a stoma bag, or ostomy bag, is a small, waterproof pouch used to collect waste from the body. During a surgical procedure known as a colostomy, an opening, called a stoma or ostomy, is formed between the large intestine (colon) and the abdominal wall. This allows waste products to be excreted through the opening in the abdominal wall rather than via the colon through the rectum and anus. Stools and other waste products are drainable into the pouch-like colostomy bag, which can then be emptied at regular intervals.

The demand for these bags has increased over the years due to the increasing incidence of inflammatory bowel diseases (IBD). For instance, according to the research study published in BMC Journal in August 2021, in the United Kingdom, the incidence of inflammatory bowel disease (IBD), Crohn’s disease (CD), and ulcerative colitis (UC) were found to be 28.6, 10.2, and 15.7 per 100,000 population, respectively in 2021. Such a high incidence of these diseases is expected to drive market growth.

Furthermore, the rising number of product launches is also expected to further drive segmental growth in the coming years. The introduction of efficient and suitable ostomy bags which help to improve the quality of life of ostomy patients is expected to provide ample growth opportunities for the segment's growth. For instance, in June 2021, Pelican Healthcare Ltd., located in Cardiff, strengthened its position as one of the leading manufacturers of disposable stoma devices in the United Kingdom and Ireland healthcare sectors with the introduction of the ModaViostomy bag range.

North America Dominates the Market and is Expected to do the Same in the Forecast Period

North America dominated the incontinence and ostomy care products market and accounted for the largest revenue share owing to factors such as an increase in the number of patients due to Crohn’s disease, ulcerative colitis, and rising awareness initiatives related to ostomy care or stoma surgical procedures.

As per a Johns Hopkins University article of 2023, more than 25 million adult Americans experience temporary or chronic urinary incontinence. Additionally, the cost of treatment of UI in the United States alone is USD 16.3 billion, 75% of which is spent on the treatment of women. This increasing prevalence of UI in the United States is expected to propel the market’s growth.

Moreover, several market players are implementing various strategic initiatives that support the market’s growth. For instance, in April 2021, Welland Medical expanded its business in Canada through its distributor, Premier Ostomy Centre. It is directly available to people living in Canada. Such developments are likely to boost the market growth in the nation over the forecast period. Additionally, in January 2022, Owens & Minor Inc. and Apria Inc. entered into a definitive agreement under which Owens & Minor will acquire Apria. The acquisition is anticipated to broaden the company’s ostomy portfolio.

Incontinence Devices and Ostomy Industry Overview

The incontinence devices and ostomy care products market is highly competitive and consists of a number of major players. Companies like Abena AS, B. Braun Melsungen AG, Coloplast Corporation, ConvaTec, Hollister Inc., and Kimberly-Clark Corporation, among others, hold substantial shares in the market.

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