Global Underpads Market - Outlook and Forecast 2023-2028

Market Overview

The global underpads market exceeded USD 110 million in 2022 and is projected to reach USD 148.8 million by 2028, with a compound annual growth rate (CAGR) of 5.16%. This growth is primarily driven by the increasing elderly population, which contributes to higher rates of urinary incontinence, retention, and other bladder disorders worldwide.

Urinary incontinence is a key factor contributing to the expanding underpads market. The most common cause of this condition is a malfunctioning bladder or a broken sphincter, which is a circular muscle in the bladder responsible for regulating urine flow.

Product Type

Market Report

No. of Pages


Release Date

April 2023

Base Year


Forecast Period


Market Size

USD 148.8 Mn incremental growth between 2022 and 2027

Market Segments

Product Type, Care Providers, Age Group, Distribution Channel, Geography



No. of Companies Mentioned


Underpads are extensively used in emergency healthcare services to assist patients who are unable to move and require medical assistance for daily activities. They are also essential in emergency departments or ICUs to prevent leakage and facilitate urine discharge. The rising demand for disposable underpads further fuels market growth.

Moreover, the increasing prevalence of urological disorders and the development of advanced urinary incontinence products drive the expansion of the underpads market. Additionally, the growing demand for minimally invasive procedures and the aging population, which is more susceptible to urological issues, contribute to the growth of the urinary incontinence products market and subsequently the underpads market. However, the lack of awareness about new advancements in urinary incontinence products hinders the growth potential of the underpads market.

Furthermore, the rise in healthcare spending in developing countries is expected to lead to the establishment of new hospitals and care centers, creating opportunities for underpad market vendors.

The increasing elderly population, who commonly experience incontinence, is a major factor driving market growth. According to the World Health Organization (WHO), the global geriatric population aged 60 and above is projected to reach 2 billion by 2050. This growing older population is associated with a higher prevalence of age-related diseases, such as cataracts, hearing loss, back and neck pain, chronic obstructive pulmonary disease, diabetes, osteoarthritis, depression, and dementia. These conditions often result in more bedridden patients, thereby increasing the demand for incontinence products and supporting market growth.

The rising incidence of chronic diseases like bladder cancer, kidney diseases, diabetes, and urological disorders also contributes to the demand for underpads. Stress urinary incontinence, characterized by involuntary urine leakage due to weakness in the urethral sphincter or pelvic floor, is increasingly prevalent among individuals, particularly women aged 30 and above. This further drives the need for underpads, given the expanding aging population and growing health concerns.

Furthermore, the feminine hygiene industry has expanded its offerings beyond menstrual care to encompass wellness categories, with emerging companies focusing on women’s healthcare and well-being. Increased awareness about women’s health and hygiene has made consumers more conscious when purchasing products. Government initiatives aimed at raising awareness about female stress urinary incontinence are expected to further boost market growth during the forecast period.

Market Segmentation

The market is segmented based on various factors, including product type, care providers, age group, distribution channel, and geography.

Segmentation by Product Type

Segmentation by Care Providers
Home Care Settings & Individuals
Others Care Centers

Segmentation by Age Group

Segmentation by Distribution Channel

Segmentation by Geography
North America – US, Canada
Europe – Germany, France, UK, Italy, Spain
APAC – China, Japan, India, South Korea, Australia
Latin America – Brazil, Mexico, Argentina
Middle East & Africa – UAE, South Africa, Saudi Arabia

The disposable underpads product type emerged as the dominant segment in the global underpads market in 2022. This can be attributed to the increasing consumption of disposable underpads among various end-users, primarily driven by the growing elderly population. Disposable underpads are preferred for their hygienic single-use nature compared to reusable underpads. They are also widely used in surgical procedures as a protective barrier against microorganisms and to prevent infections. The heightened awareness of hygiene following the COVID-19 pandemic has significantly boosted the demand for disposable underpads. However, the long disposal time of more than five years has led to increased usage of reusable underpads among end-users.

Hospitals play a major role in contributing to the global underpads market share within the care providers segment. This segment is expected to witness significant growth during the forecast period. Urinary incontinence, which predominantly affects women, is highly prevalent among hospitalized older adults. As a result, hospitals have a higher adoption rate of underpads due to a large patient pool suffering from chronic conditions or pregnancy-related urinary incontinence. The increasing patient population prefers hospitals for primary treatment of urinary incontinence.

Among care providers, homecare settings and individuals represent the fastest-growing segment in the global underpads market. Home care comprises a range of services aimed at delivering, maintaining, and enhancing healthcare in the home environment. It involves professional support services that enable people to live safely in their homes. The development of home care settings provides support to aging individuals who require assistance to live independently, those dealing with chronic health issues, individuals recovering from medical setbacks, and those with special needs or disabilities.

The geriatric age group segment dominates the global underpads market, accounting for approximately 42% of the market share in 2022. Urinary and fecal incontinence are common conditions affecting the geriatric population. However, many patients and healthcare practitioners mistakenly consider incontinence a normal consequence of aging. Most countries are currently experiencing a demographic shift towards older populations. Consequently, the growing demand for incontinence products among the geriatric patient group is expected to positively impact the growth of the underpads market. Many government surveys in the US indicate that elderly patients prefer receiving treatment at home rather than in healthcare settings. As a result, many vendors are actively developing and marketing incontinence products to increase awareness and improve the quality of care available to elderly patients.

Underpads are sold through both offline and online distribution channels, including manufacturers, dealers, distributors, specialty stores, and platforms such as Amazon and eBay. In 2022, the offline distribution channel dominated the global underpads market. Factors such as wider reach in areas with limited connectivity and consumer trust in personally experiencing the product’s quality contribute to the growth of the offline segment.

Although the online channel currently holds a smaller market share, it is expected to exhibit higher growth during the forecast period. Most industry players have expanded their presence through online distribution channels, as they offer lower operational costs compared to offline channels and provide convenience for offering a broader range of products. The proliferation of e-commerce, coupled with increasing awareness of the benefits of online shopping such as discounts and occasional offers, has been driving the growth of the online segment.

In 2022, Europe emerged as the dominant region in the global underpads market and is expected to maintain its position throughout the forecast period with minimal fluctuations. The region has witnessed significant approvals of new products by key industry players. The leading countries contributing to the market’s growth include the UK, Germany, France, Italy, and Spain. North America will be the second-largest global underpads market in 2022, accounting for 30.12% of the market share. The region experiences sustained growth due to an aging population and the increasing prevalence of incontinence issues. The United States, in particular, is a significant revenue generator in the region, with medical technologies, innovations, and the growing older population serving as key drivers of market growth.

Competitive Landscape

The global underpads market is characterized by the presence of global, regional, and local vendors who offer a wide range of similar products. While key manufacturers dominate the industry, they face intense competition from regional and local vendors who offer underpads at competitive prices. Some of the notable vendors in the underpads market include Coloplast, Medline, BD, Cardinal Health, Hollister, and Teleflex. These companies have a broad geographical reach, diverse product portfolios, and a strong focus on innovation and research.

Large players in the market, with their diversified product portfolios and global business operations, are expanding their presence on a global scale. However, the sustainability of small vendors remains uncertain as their revenues depend entirely on healthcare reforms worldwide. Consequently, despite many vendors entering the industry to tap into the large customer base, only a few players are able to sustain and continue their operations.

Global players are investing significantly in research and development to enhance their product portfolios. They are also focusing on innovation, developing new designs incorporating advanced technologies and more compatible materials. Moreover, there is an increasing demand for antibacterial-coated underpads, which is contributing to market growth. These major vendors have well-established supply chains and distribution networks, providing them with a wide distribution reach in the emerging underpads industry. This makes it extremely challenging for small or local vendors to sustain themselves in the highly competitive underpads market.

Key companies profiled in this report include Medline Industries Inc, Attends Healthcare Products, Inc, Cardinal Health, Mega Careline, Dynarex Corporation, EHOB, Kimberly-Clark Corporation, Encompass, First Quality Products, Coloplast, Cure Medical, Romsons, Ontex, Jinjiang Rongxin Lady&Baby’s Products, MedPride, HMH Corporation.

Key Questions Answered

What is the market size of the underpads industry?

The global underpads market was valued at USD 110.00 million in 2022 and is projected to reach USD 148.79 million by 2028.

What is the growth rate of the global underpads market?

The global underpads market is expected to grow at a compound annual growth rate (CAGR) of 5.16% from 2022 to 2028.

Who are the key players in the global underpads market?

The key players in the global underpads market include Medline Industries Inc, Attends Healthcare Products, Inc, and Cardinal Health.

What are the significant trends in the underpads industry?

Significant trends in the underpads industry include the increasing prevalence of chronic bladder-related diseases, the development of polyvinyl chloride (PVC) materials for underpads, and the rising focus on product development and innovation.

Which region dominates the global underpads market share?

Europe dominates the global underpads market share. This can be attributed to factors such as the increasing prevalence of mental disorders leading to stress incontinence among individuals and higher healthcare spending in the region.

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Global Underpads Market - Outlook and Forecast 2023-2028

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Global Underpads Market - Outlook and Forecast 2023-2028

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