Underpads Market - Global Outlook & Forecast 2023-2028

The global underpads market crossed USD 110 million in 2022 and is expected to reach USD 148.79 million by 2028, growing at a CAGR of 5.16%. The market is contributed by the increasing elderly population, which increases urinary incontinence, retention, and other bladder disorders worldwide. The growing underpads market is owing to rising involuntary urine leakage called incontinence. A broken sphincter or a malfunctioning bladder is the most common cause of urinary incontinence. The sphincter is a circular muscle in the bladder that regulates urine flow.

Furthermore, underpads are extensively used during emergency healthcare services to treat accidental patients as it required for severe accident patients as they cannot move and require medical assistance to carry out their daily activities, underpads were used. Also, treating cases in emergency departments or ICUs requires underpads to avoid leakage and help the patients with urine discharge. The increasing adoption of disposable underpads is boosting the demand.

The increase in the prevalence of urological disorders and the development of advanced urinary incontinence products boost the growth of the underpads market. Additionally, the rise in demand for minimally invasive operations and an aging population more prone to urological problems drive the development of the urinary incontinence products market, thereby growing the underpad market. Furthermore, the number of incontinent urinary patients switching from traditional methods is expected to rise soon. However, the growth of the underpads market needs to be improved by a lack of awareness about new improvements in urinary incontinence products. Furthermore, the rising healthcare spending in developing nations is expected to open new hospitals and care centers, providing growth opportunities for underpad market vendors.

MARKET TRENDS & OPPORTUNITIES

Increasing Older Population
Aged people experience incontinence regularly is becoming very common. Hence, it is one of the major factors driving the growth of the underpads market in the growing elderly population. Further, according to the WHO, the world geriatric population of 60 and above is expected to reach 2 billion by 2050. The rising older age population across the globe is significantly raising old age diseases such as cataracts, hearing loss and refractive errors, back & neck pain and, chronic obstructive pulmonary disease, diabetes, osteoarthritis, depression, and dementia. A few conditions, such as paralysis, common among older people, lead to more bedridden patients. Hence, an increasing number of aging people is significantly increasing the demand for incontinence products, supporting market demand.

Increasing Prevalence of Chronic Bladder Related Diseases
The rising chronic diseases such as bladder cancer, kidney diseases, diabetes, and urological diseases are boosting the demand for underpads. Further, stress urinary incontinence, the involuntary leakage of urine that occurs with increases in intraabdominal pressure due to the urethral sphincter or pelvic floor weakness, is also rising among individuals. Around 24% to 45% of women over 30 faces this problem. Hence, the expanding aging population and rising health concerns increase the demand for underpads.

Women Health Awareness
The feminine hygiene industry has expanded into wellness categories beyond menstrual care, and new companies have emerged as women’s healthcare providers offering physical and mental health. The rise in awareness about women's health and hygiene has made people more conscious while purchasing products. The increasing government initiatives to promote awareness regarding female stress urinary incontinence are predicted to boost underpads market growth during the forecast period.

SEGMENTATION INSIGHTS

INSIGHTS BY PRODUCT TYPE
The disposable underpads product type dominated the global underpads market in 2022,  owing to their increasing consumption among several end-users. This growth is due to the increasing elderly patient population. Moreover, these underpads are for single-time use, which is more hygienic than reusable underpads. These disposable underpads are also used in surgical processes as a barrier to microorganisms and to prevent infection. The increasing awareness about hygiene after COVID is the major reason to boost disposable underpads market demand. However, these pads take more than five years to get disposed of, significantly increasing the usage of reusable underpads among the end-users.

INSIGHTS BY CARE PROVIDERS

Hospitals are the major contributor to the global underpads market share in the care providers segment. The segment is expected to grow significantly during the forecast period owing to urinary incontinence most commonly affecting women, and the prevalence is high among hospitalized older adults. Thus, the hospital segment has the maximum adoption of underpads as a large patient pool suffering from chronic conditions or pregnancy is associated with urinary incontinence. The increasing patient population prefers hospitals for the primary treatment of urinary inconsistence.

Homecare settings & individuals is the fastest growing segment among care providers in the global underpads market. Home care is a collection of services to deliver, maintain and enhance in the home environment. It employs professional support services that allow people to live safely in their homes. The development of health care settings helps to offer the consumer/patient who is aging and requires assistance to live independently; is coping with chronic health issues; is recovering from a medical setback; or has special needs or a disability.

INSIGHTS BY AGE GROUP
The geriatric age group segment dominated the global underpads market, accounting for a share of nearly 42% in 2022. Urinary and fecal incontinence is common in the geriatric population, yet many patients and healthcare practitioners inappropriately consider incontinence a normal part of aging. Most countries are experiencing a demographic shift towards older populations. Further, the growing demand for incontinence products in the geriatric patient group will likely positively impact the industry's growth. Many government surveys in the US indicate that elderly patients prefer to undergo treatment at home rather than in healthcare settings. Owing to this, many vendors actively develop and commercialize incontinence products to increase awareness among elderly patients’ access to quality care.

INSIGHTS BY DISTRIBUTION CHANNEL
Underpads are sold across offline and online distribution channels, comprised of manufacturers, dealers, distributors, specialty stores, and from sites such as amazon & eBay, etc. In 2022, the offline distribution channel dominated the global underpads market. Factors such as the larger reach in the areas that lack connectivity and consumer trust associated with personally experiencing the quality of the products are driving the growth of the offline segment.

Although the online channel holds a relatively lower industry share, it is expected to grow at a higher CAGR in the global underpads market during the forecast period. Most industry players have increased their market presence via online distribution channels, as it is less expensive to operate than the offline distribution channel and convenient to offer more products. The proliferation of e-commerce and rising awareness of the benefits of online purchases, such as heavy discounts, occasional offers, and rising demand for convenience, are driving the growth of the online segment.

GEOGRAPHICAL ANALYSIS

Europe dominated most of the global underpads market share in 2022, and the region is expected to continue its dominance during the forecast period without significant fluctuations. It is witnessing significant new product approvals from key industry players. UK, Germany, France, Italy, and Spain are the leading countries contributing to the market's growth. In 2022, North America will be the second largest global underpads market, accounting for 30.12% of the share. An aging population and the rising prevalence of incontinence issues drive the increasing demand for underpads. The region is also witnessing steady growth due to the rising geriatric population and the growing prevalence of various diseases. The U.S. is among the largest revenue generators in the region. Medial technologies, innovations, and the growing older population are significant growth drivers in the market.

COMPETITIVE LANDSCAPE

The global underpads market is characterized by global, regional, and local vendors offering a wide range of similar products. The key manufacturers dominated the industry. However, regional and local vendors compete intensely with key vendors, offering underpads like them at competitive prices. Coloplast, Medline, BD, Cardinal Health, Hollister, and Teleflex are identified as the few vendors in the underpads market, and these companies have a wide geographical reach, diversified product portfolio, and a strong focus on innovation and research activities. Large players with diversified product portfolios and business operations are expanding globally. However, the sustainability of small vendors is uncertain, as their revenues are entirely dependent on healthcare reforms worldwide. Hence, despite many vendors entering the industry to tap the large customer base, only a few players are sustaining and continuing their operations.

The global players are investing in R&D, enhancing the product portfolio, and at the same time, innovating new novel designs with advanced technologies and more compatible materials. They are focusing on designing products with more biocompatible materials to reduce the potential risk of infections. Furthermore, the increasing demand for antibacterial-coated underpads is increasing the market share. These major vendors are also widely distributed, with strong supply chains and distribution networks in an emerging industry. Due to this, small or local vendors find it extremely difficult to sustain themselves in the underpads market.