Key Players
Competitive Landscape
Care home buyers and hospital procurement teams choose suppliers through tenders on price per use, absorbency or clinical performance and delivery reliability, and retail buyers choose on comfort, discretion and brand. Retail incontinence at Essity grew 6.6% organically in Q2 2026, ahead of the health care channel.[1] Hartmann grew incontinence pants and products for moderate to severe incontinence in the first half.[9]
Large hygiene and nutrition brands compete for pharmacy and supermarket shelf space, and distributors compete for care home and home delivery contracts. Retailer brands and online sellers are lowering the price of entry, and the barriers between demand and adoption are falling as older buyers order online. Adult diapers are a large category, and a 7.1% CAGR is forecast for the adult diapers market.
Company developments mapped to drivers, trends and opportunities (2026-2036)
| Development | Driver | Trend | Opportunity |
|---|---|---|---|
| July 2026: Essity reports strong retail incontinence growth. | Ageing at home. | Retail purchase of continence products. | Discreet pants and pads for home users. |
| July 2026: Abbott reports lower Adult Nutrition volumes. | Price rises on nutrition drinks. | Shoppers testing lower-priced options. | New products and targeted pricing. |
| August 2026: Hartmann flags long-term care reform risk. | Payer cost control. | Reimbursement reviews in Europe. | Efficient lines for public tenders. |
Source: Future Market Insights, Senior Care Product Market Report, 2026-2036.
Mobility devices are moving to powered and assisted designs, with an 11.1% CAGR projected for the robotic wheelchair market. Continence brands also compete with washable and reusable formats, and a 5.7% CAGR is predicted for the incontinence care products market.
Who leads the senior care product market?
Essity leads on documented incontinence results, with organic growth reported separately for retail and health care channels.[1] Abbott leads in documented adult nutrition sales.[2]
Which companies have documented positions?
Essity documents incontinence growth by channel.[1] Hartmann documents incontinence, wound care and infection management trends.[9] Cardinal Health documents home solutions within the Other segment.[4]
What should buyers evaluate before approving a supplier?
Care homes and hospitals check absorbency and skin safety data, price per use, product range across continence levels, and delivery reliability. Payers also review clinical evidence, training for care staff and waste handling.
How is competition expected to change through 2036?
Retail and online channels will gain weight as more older people buy for home use. Tender buyers will press prices, so suppliers with efficient production and broad ranges will keep the large contracts.
Representative Company Overview
| Company | Positioning | Recent development |
|---|---|---|
| Essity | Hygiene and health group with the TENA incontinence brand | July 2026: Incontinence Products Retail organic growth of 6.6%. |
| Abbott | Health care group with adult nutrition products | July 2026: Adult Nutrition sales of USD 1,119 million. |
| Hartmann | Medical and care products group | August 2026: first-half sales of EUR 1,252.0 million. |
Research Methodology
The companies included in the report represent current market structure and do not indicate a market-share ranking. Ageing, funding and company facts here come from national statistics agencies, health departments, company releases and news agencies published from May 2025 onward.
