South America Incontinence Products Market Outlook, 2030

The incontinence care products industry in South America is gradually emerging as a vital segment within the region’s broader healthcare and personal hygiene landscape. Although traditionally underdeveloped compared to more mature markets in North America and Europe, South America is now witnessing a steady uptick in demand for incontinence care solutions, driven by an aging population, increasing urbanization, and growing public awareness around health and hygiene. Countries such as Brazil, Argentina, Chile, and Colombia are at the center of this transformation, reflecting diverse levels of market maturity and healthcare infrastructure.

While challenges such as affordability, cultural taboos, and unequal healthcare access persist, there is undeniable momentum pushing the market forward, underpinned by both private sector investment and gradual shifts in consumer behavior. One of the most influential drivers of growth in the South American incontinence care industry is demographic change, particularly the rising elderly population. According to the United Nations, the proportion of people aged 60 and above in Latin America and the Caribbean is expected to double by 2050, reaching nearly 25% of the total population.

This aging trend is contributing to a rise in age-related health conditions, including urinary and fecal incontinence, which in turn is increasing the demand for specialized hygiene products. Moreover, longer life expectancies, especially in urban areas, are fueling a need for products that help maintain independence, mobility, and dignity for older adults. This has created opportunities for manufacturers to expand their portfolios beyond basic adult diapers to include pads, liners, pull-up pants, bed protectors, and skincare products designed for sensitive or aging skin.Public healthcare systems across South America also shape the growth trajectory of the incontinence care products market.

While some national programs offer partial support for adult hygiene and medical supplies, the level of reimbursement or public provision varies significantly between countries. Brazil’s Unified Health System (SUS), for instance, has made strides in expanding elderly care and chronic disease management, though budget constraints and bureaucratic inefficiencies often limit comprehensive product availability.

According to the research report “South America Incontinence Care Products Market Outlook, 2030” the South America Incontinence Care Products market is projected to add USD 450 Million from 2025 to 2030. Urbanization and the expansion of middle-income groups in key South American countries are also playing a crucial role in reshaping the market. As more people gain access to better healthcare information, services, and purchasing power, demand for high-quality incontinence care products is on the rise. Consumers are increasingly seeking solutions that offer discretion, comfort, and skin protection qualities that go beyond mere functionality.

International brands like Kimberly-Clark (makers of Huggies and Depend), Essity (TENA), and Ontex, along with regional players, are investing in research and development to tailor their products to the needs of South American consumers. Additionally, partnerships with healthcare providers, pharmacies, and retail chains are strengthening distribution networks and enhancing accessibility in both urban and semi-urban areas. However, cultural perceptions and societal stigma remain significant barriers to widespread adoption of incontinence products in South America.

In many communities, incontinence is still considered an embarrassing or taboo subject, which prevents individuals especially the elderly and women post-childbirth from seeking appropriate products or medical help. This social resistance limits open dialogue and contributes to underreporting of incontinence-related conditions. To overcome these challenges, manufacturers and health organizations are increasingly launching educational campaigns to raise awareness, normalize conversations around incontinence, and promote early intervention. These efforts are particularly important in rural and low-income communities, where stigma can be even more pronounced and access to healthcare services more limited.

Market Drivers

• Rising Aging Population and Chronic Disease Prevalence: South America is seeing a steady demographic shift with increasing life expectancy and a growing elderly population, especially in countries like Brazil, Argentina, and Chile. Alongside this, rising cases of diabetes, obesity, and mobility-related conditions are significantly increasing the need for incontinence care products.
• Expansion of Urban Middle-Class and Healthcare Access: Urbanization and the growth of a more health-aware, economically stable middle class are fueling demand for modern hygiene products. As more people in urban centers access healthcare and understand incontinence as a treatable condition, product adoption is rising.

Market Challenges

• Affordability and Income Inequality: A major challenge is the wide economic disparity across the region. Many people in lower-income brackets, especially in rural or informal settlements, cannot afford regular use of branded incontinence products. This limits market reach despite growing demand.
• Limited Awareness and Cultural Taboo: Incontinence is still a taboo subject in many parts of South America. Lack of awareness and social stigma around discussing such conditions leads to underdiagnosis and reluctance in seeking appropriate care or products especially among women and elderly men.

Market Trends

• Retail and E-commerce Channel Expansion in Urban Areas: Major cities are witnessing growth in organized retail and online shopping. E-commerce platforms like Mercado Libre are playing a key role in increasing access to incontinence care products with discreet delivery options and subscription services.
• Product Innovation Focused on Cost-Effectiveness and Local Needs: Manufacturers are launching economical product lines tailored to local affordability without compromising basic quality. There’s also a shift toward comfortable, breathable, and climate-appropriate materials that suit the region’s warm weather and consumer expectations.

Absorbent incontinence care products are leading in the South American market due to their cost-effectiveness, ease of use, and suitability for both home-based and institutional care in a region with growing elderly populations and limited medical infrastructure.

In South America, absorbent products such as adult diapers, pads, and underpads dominate the incontinence care products market primarily because they offer a practical and affordable solution in a region where many countries face economic constraints and limited access to specialized healthcare services. The region is witnessing a steady rise in its elderly population, particularly in countries like Brazil and Argentina, which is contributing to a higher incidence of age-related incontinence. Absorbent products are favored because they require no specialized medical equipment or training, making them ideal for informal caregivers and families providing home-based elder care.

These products also provide reliable protection, comfort, and hygiene with minimal caregiver involvement, which is crucial in areas where formal caregiving services or senior care facilities are underdeveloped or too expensive. Additionally, their wide availability through retail pharmacies, supermarkets, and increasingly through online platforms makes them accessible to a broader demographic.

With rising public awareness around aging, hygiene, and personal care, the stigma around incontinence is gradually reducing, further accelerating the adoption of absorbents. Local manufacturers and international brands alike are responding with economical, regionally tailored offerings, reinforcing absorbents as the most practical and widely accepted choice in South America’s incontinence care market.

Hospital pharmacies are growing in the South America incontinence care products market due to the increasing rate of hospital admissions among the elderly and chronically ill, coupled with trust in professional healthcare recommendations.

In South America, hospital pharmacies are emerging as a significant and growing distribution channel for incontinence care products, primarily driven by the rising number of hospitalizations among aging populations and patients with chronic conditions such as diabetes, prostate disorders, and mobility limitations. As healthcare systems across the region expand access and infrastructure, more individuals are receiving in-patient care where incontinence is managed as part of comprehensive treatment. In such settings, hospital pharmacies serve as trusted points of access for quality-assured, medically recommended incontinence products.

These pharmacies often carry high-absorbency and medically certified brands that cater specifically to post-surgical patients, bedridden individuals, and those requiring long-term care segments that rely heavily on hospital-prescribed supplies. Furthermore, caregivers and family members increasingly prefer hospital pharmacies over general retail outlets because of the assurance of receiving appropriate guidance from healthcare professionals.

As hospitals also start partnering with manufacturers for direct supply of adult diapers, pads, and underpads, this channel becomes more streamlined and cost-effective. The trend is further supported by government healthcare initiatives and public hospital procurement systems that include incontinence care as a routine part of elderly patient care, contributing to the channel's steady growth across the South American market.

Hospitals and Ambulatory Surgical Centers (ASCs) are driving growth in the South America incontinence care products market due to increasing surgical procedures and patient admissions that require short- or long-term management of urinary or fecal incontinence.

In South America, the growth of hospitals and Ambulatory Surgical Centers (ASCs) as key end-users of incontinence care products is being fueled by the region’s rising healthcare needs and the increasing number of surgical interventions, particularly among aging and chronically ill populations. Procedures involving urology, gynecology, orthopedics, and colorectal health often lead to temporary or permanent incontinence, necessitating the use of products like adult diapers, underpads, and catheters during recovery.

As public and private healthcare systems expand their infrastructure and service capacity, more patients are being admitted to hospitals or undergoing outpatient surgeries at ASCs both of which require reliable incontinence management as part of post-operative and palliative care. Hospitals and ASCs also emphasize hygiene and infection control, making high-quality absorbent products an essential part of their patient care protocols.

Moreover, healthcare professionals in these settings are more likely to recommend or prescribe incontinence products, which increases product utilization and acceptance. The growing focus on patient comfort, quicker discharge timelines, and better post-operative recovery outcomes further supports the adoption of these products within clinical care settings.

Brazil is experiencing growth in the South America incontinence care products market due to its large and aging population, increasing healthcare access, and rising consumer awareness about personal hygiene and elderly care.

Brazil is at the forefront of the growth in the South American incontinence care products market, largely because of its demographic and socioeconomic transformation. As the largest country in the region both by population and economy, Brazil has a rapidly aging population, with a growing number of individuals over the age of 60 a group particularly vulnerable to incontinence issues. This demographic shift is fueling demand for reliable and accessible incontinence management solutions. Additionally, Brazil has made significant strides in expanding its public and private healthcare infrastructure, making medical services and elder care more accessible, especially in urban areas.

With more patients being diagnosed and treated for chronic illnesses, post-surgical needs, and age-related health conditions, incontinence products are becoming integral to both hospital care and home-based caregiving. Another major factor contributing to Brazil’s growth in this market is the increasing awareness among consumers about hygiene, comfort, and quality of life for elderly individuals. Government programs promoting elder welfare, the influence of media, and expanding retail and e-commerce availability of adult diapers, pads, and underpads are also enhancing market penetration. Moreover, local and international brands are investing in product innovation and affordability, catering to both premium and budget-conscious consumers.

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

The approach of the report:

This report consists of a combined approach of primary as well as secondary research. Initially, secondary research was used to get an understanding of the market and listing out the companies that are present in the market. The secondary research consists of third-party sources such as press releases, annual report of companies, analyzing the government generated reports and databases.

After gathering the data from secondary sources primary research was conducted by making telephonic interviews with the leading players about how the market is functioning and then conducted trade calls with dealers and distributors of the market. Post this we have started doing primary calls to consumers by equally segmenting consumers in regional aspects, tier aspects, age group, and gender. Once we have primary data with us we have started verifying the details obtained from secondary sources.

Intended audience

This report can be useful to industry consultants, manufacturers, suppliers, associations & organizations related to this industry, government bodies and other stakeholders to align their market-centric strategies. In addition to marketing & presentations, it will also increase competitive knowledge about the industry.