Ostomy Products Market Analysis North America, Europe, Asia, Rest of World (ROW) - US, Canada, UK, Germany, China - Size and Forecast 2024-2028

Ostomy Products Market Size 2024-2028

The global ostomy products market size is estimated to grow by USD 1.10 billion at a CAGR of 5.25% between 2023 and 2028. Market growth drivers are notably pushing the Healthcare Industry forward through strategic alliances among Medical Supply Companies. Various partnership models, including mergers and collaborations, enhance production facilities and product volume. Partnerships with educational and disease-management organizations increase disease awareness, benefiting Ostomy Patients and driving the adoption of Ostomy Products. Companies focus on Product Innovation like fashionable Ostomy Accessories to address patient concerns about appearance, promote an active lifestyle and bolster self-esteem. The rising adoption of Ostomy Belts among physically active individuals further stimulates growth. Quality Assurance and regulatory compliance ensure patient comfort and drive Brand Recognition, leveraging diverse distribution channels, including online retailers.

What will be the Size of the Industry during the Market Forecast Period?

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The market is witnessing growth driven by the increasing prevalence of urological diseases and inflammatory bowel disease among the geriatric population. Ostomy surgeries and procedures, including ostomy accessories and devices, play a crucial role in urinary incontinence care and managing complications and risks associated with ostomy procedures. Regulatory frameworks, such as those set by the Centers for Medicare and Medicaid Services, also influence market dynamics, ensuring the quality and safety of ostomy products. Trade regulations further impact market accessibility and competitiveness, shaping the global landscape for ostomy care solutions.

Market Segmentation

The product segment of the market encompasses a range of specialized items designed to improve the quality of life for individuals living with conditions such as inflammatory bowel diseases, including ulcerative colitis and Crohn's disease. Among the leading providers in this market, Trio Healthcare offers innovative solutions like the Trio Siltac system, aimed at addressing specific needs and challenges faced by ostomates. Ostomy bags play a crucial role in managing ostomies, providing a discreet and efficient means of collecting waste. These bags come in various types to accommodate different types of ostomies, including urostomies, which manage urinary waste. However, the effectiveness of ostomy products also depends on their ability to prevent skin irritation and infections, common concerns for ostomy patients. Furthermore, regulatory bodies such as the Centers for Medicare and Medicaid Services play a pivotal role in ensuring access to ostomy products for patients who rely on them for their daily care. With an increasing focus on urinary incontinence care and the overall well-being of ostomates, the market continues to evolve to meet the diverse needs of individuals living with ostomies.

By Product

Colostomy bags

The market share growth by the colostomy bags segment will be significant during the forecast period. The demand for colostomy bags is expected to increase during the forecast period, owing to the increasing number of people with colorectal cancer and inflammatory bowel syndrome. The growing awareness about colorectal cancer, government-funded regular health check-ups for the older population, and the easy availability of colostomy bags are the factors driving the growth of the segment. 

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The colostomy bags segment was the largest and was valued at  USD 1.30 billion in 2018. There is a high demand in the market; however, there are a few product varieties. Hence, companies such as ConvaTec Group Plc and Welland Medical are focusing on technology advancement, which can increase adoption. ConvaTec Group Plc is competing with other competitors by developing closed or drainable and one-piece or two-piece pouching systems (Esteem One-Piece Closed Pouch and ConSecura Lockring Two-Piece Drainable Pouch) that cater to varying customer needs. ConvaTec Group Plc develops moldable bags and biodegradable colostomy bags that may replace plastic colostomy bags. To compete with it, Welland Medical developed the Aurum Xtra flushable colostomy bag. These factors will drive the growth of the colostomy bags segment of the market during the forecast period.

Regional Analysis

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North America is estimated to contribute 45% to the growth of the global market during the forecast period. Technavio’s analysts have elaborately explained the regional trends and drivers that will shape the market during the forecast period. North America was the largest market for these in 2023. The growing number of people with colorectal cancer and Crohn's disease is increasing the demand for procedures, which, in turn, is driving the demand for these such as colostomy and ileostomy bags and accessories. Countries such as the US and Canada are dominating the regional market owing to the presence of world-class facilities for the medical industry.

However, major ostomy product manufacturers are present in the US, and they are focusing on developing technologies for surgeries. The exports of these in the form of colostomy and ileostomy bags are continuing to increase due to the increasing elderly population in the region. Such factors are expected to drive the regional market growth during the forecast period. 

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Market Dynamics and Customer Landscape

The market addresses the needs of individuals with inflammatory bowel diseases like ulcerative colitis and Crohn's disease, as well as those undergoing ostomy surgeries due to colorectal cancer or urological diseases. Companies like Trio Healthcare offer innovative solutions such as Trio Siltac to mitigate skin irritation and infections. With a growing geriatric population and rising cases of bladder cancer, demand for ostomy bags and accessories is on the rise. Despite trade regulations, advancements in ostomy devices cater to diverse ostomy procedures and stoma types while minimizing complications and risks, ensuring quality care for urinary incontinence and colorectal cancer patients.

Key Market Drivers

Market growth is notably driven by strategic alliances among medical device companies. These alliances are integral to their business strategy, aiding in market penetration and business strengthening. Collaborations with educational and disease-management organizations, as well as care service providers and universities, enhance disease awareness and treatment understanding. Increased awareness facilitates product adoption. Mergers and acquisitions (M&A) and partnerships contribute to business expansion by enhancing production capabilities and product volume. Companies employ various strategies, such as promotions and marketing, to amplify awareness about healthcare benefits and product accessibility.

For example, in June 2022, Hollister Inc. announced an agreement to expand the availability of their medical products, including ostomy pouches and continence care products, to healthcare institutions affiliated with the American Medical Association. These strategic alliances are poised to fuel global market growth throughout the forecast period.

Significant Market Trends

The focus of medical device companies on fashionable ostomy products is a driving force in market growth. Strategic partnerships with ostomy support groups, rehabilitation services, and educational institutions enhance awareness and adoption. Innovative surgical equipment such as ostomy appliances and barrier rings address patient concerns about stoma bags. Companies emphasize ostomy adhesives for improved wound care management and patient comfort. Insurance coverage and cost-effectiveness initiatives ensure product accessibility. Clearance sales promote adoption, fostering global market growth during the forecast period.

Major Market Challenges

Around 65%-75% of individuals undergoing ostomy procedures face post-operative complications, with higher rates among older patients undergoing colostomy after major cancer surgery. Inexperienced surgeons can lead to improper stoma placement, necessitating repeat surgeries and increasing costs. Poorly placed stomas can result in effluent and gas leakage, leading to social stigma, frustration, and psychological distress. Dehydration and electrolyte imbalances are common after ileostomy procedures. Complications are more frequent after colostomy compared to ileostomy, including skin irritation, soreness, prolapsed stoma, mucocutaneous separation, and urinary infections. Frequent emptying of ostomy bags, more than 5-6 times daily, can cause dizziness, nausea, and fatigue. These complications, coupled with issues related to ostomy bags, hinder the adoption of ostomy products. Manufacturers should focus on improving ostomy bags to reduce such complications, potentially limiting the growth of the global ostomy products market in the forecast period.

In Europe, reimbursement fees for these products are not fixed, while in developed countries like the US and UK, reimbursement is limited and often does not cover additional supplies, necessitating personal expenditure. In France, access to care is more contingent on financial means than medical necessity, resulting in inconsistencies in categorization and reimbursement policies. These challenges are anticipated to impede market growth during the forecast period.

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Customer Landscape

The market report includes the adoption lifecycle of the market, covering from the innovator’s stage to the laggard’s stage. It focuses on adoption rates in different regions based on penetration. Furthermore, the report also includes key purchase criteria and drivers of price sensitivity to help companies evaluate and develop their growth strategies.

Global Market Customer Landscape

Key Market Players 

Companies are implementing various strategies, such as strategic alliances, partnerships, mergers and acquisitions, geographical expansion, and product/service launches, to enhance their presence in the market. The report also includes detailed analyses of the competitive landscape of the market and information about 20 market companies, including:

AdvaCare Pharma - The company offers products such as StayDry colostomy bags that are available in 2 types, the one-piece and the two-piece Bag.

• 3M Co
• ALCARE Co. Ltd.
• B.Braun SE
• Coloplast AS
• ConvaTec Group Plc
• CYMED
• Flexicare Group Ltd.
• Fortis Medical Products
• Henkel AG and Co. KGaA
• Hollister Inc.
• Marlen Manufacturing & Development Co.
• Nu Hope Laboratories Inc.
• Perfect Choice Medical Technologies
• Perma-Type Company Inc.
• Safe n Simple LLC
• Salts Healthcare Ltd.
• Schena OstomyTechnologies Inc.
• TG Eakin Ltd.
• Torbot Group Inc.

Qualitative and quantitative analysis of companies has been conducted to help clients understand the wider business environment as well as the strengths and weaknesses of key market players. Data is qualitatively analyzed to categorize companies as pure play, category-focused, industry-focused, and diversified; it is quantitatively analyzed to categorize companies as dominant, leading, strong, tentative, and weak.

Market Analyst Overview

The market is witnessing significant growth due to rising cases of inflammatory bowel diseases like ulcerative colitis. Companies like Trio Healthcare are pioneering innovations such as Trio Siltac to address skin irritation and infections associated with ostomy bags and urostomies. Ostomy surgeries, particularly for the geriatric population, are increasing, necessitating advanced products for urinary incontinence care and bladder cancer management. Centers for Medicare and Medicaid Services play a crucial role in facilitating access to the ostomy procedure and the ostomy device. However, complications and risks remain a concern, driving the need for stringent trade regulations to ensure the safety and efficacy of ostomy products in addressing abdominal cavity conditions and supporting individuals with stomas.

The market plays a vital role in catering to individuals with ostomies, stemming from various conditions like colorectal cancer, inflammatory bowel disease, and diverticular disease. With colorectal cancer ranking as the fourth most common cancer globally, the demand for ostomy care products, including pouch closures and an ostomy device, is escalating. Geriatric populations, often affected by chronic disease, rely on these products for long-term healthcare needs. Despite advancements, challenges such as the negative impact of radiation injury and the risk of colorectal cancer persist. Access to ostomy care is facilitated by health insurance and reimbursement systems, ensuring affordability and availability in hospitals, home care settings, and Medline outlets.

The market addresses a wide range of healthcare needs, catering to individuals with conditions like colon cancer, rectal cancer, and gastrointestinal disorders. Ostomy procedures, including colostomies and ileostomies, are performed as part of surgical interventions, providing solutions for both short-term and long-term healthcare requirements. Technological advancements in ostomy products, such as seals/barrier rings and stoma caps, enhance comfort and efficiency for patients. These innovations also benefit individuals with Urological diseases, including urinary bladder cancer and urinary continence challenges. As the aging population increases, the market's role in providing solutions for chronic diseases and spinal cord injuries becomes increasingly crucial, contributing to improved quality of life and reducing mortality rates. Additionally, reimbursement systems support accessibility and affordability for ostomy products, ensuring comprehensive healthcare coverage.

Segment Overview

The market research and growth report forecasts market growth by revenue at global, regional & country levels and provides an analysis of the latest trends and growth opportunities from 2018 to 2028. 

• Product  Outlook
  • Colostomy bags
  • Ileostomy bags
  • Urostomy
  • Ostomy care accessories

• End-user Outlook
  • Healthcare settings
  • Retail stores
  • Homecare settings

• Region Outlook
  • North America
    • The U.S.
    • Canada
  • Europe
    • The U.K.
    • Germany
    • France
    • Rest of Europe
  • Asia
    • China
    • India
  • Rest Of World 
    • Brazil
    • Argentina 
    • Australia 

Market Scope
Report Coverage	Details
Page number	162
Base year	2023
Historic period	2018-2022
Forecast period	2024-2028
Growth momentum & CAGR	Accelerate at a CAGR of 5.25%
Market Growth 2024-2028	USD 1.10 billion
Market structure	Fragmented
YoY growth 2023-2024(%)	4.85
Regional analysis	North America, Europe, Asia, and Rest of World (ROW)
Performing market contribution	North America at 45%
Key countries	US, Canada, UK, Germany, and China
Competitive landscape	Leading companies, Market Positioning of companies, Competitive Strategies, and Industry Risks
Key companies profiled	3M Co., AdvaCare Pharma, ALCARE Co. Ltd., B.Braun SE, Coloplast AS, ConvaTec Group Plc, CYMED, Flexicare Group Ltd., Fortis Medical Products, Henkel AG and Co. KGaA, Hollister Inc., Marlen Manufacturing & Development Co., Nu Hope Laboratories Inc., Perfect Choice Medical Technologies, Perma-Type Company Inc., Safe n Simple LLC, Salts Healthcare Ltd., Schena OstomyTechnologies Inc., TG Eakin Ltd., and Torbot Group Inc.
Market dynamics	Parent market analysis, market growth and forecasting inducers and obstacles, Fast-growing and slow-growing segment analysis, COVID-19 impact and recovery analysis and future consumer dynamics, and Market condition analysis for the forecast period.
Customization purview	If our report has not included the data that you are looking for, you can reach out to our analysts and get segments customized.

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What are the Key Data Covered in this Market Research Report?

• CAGR of the market during the forecast period
• Detailed information on factors that will drive the growth of the market between 2024 and 2028
• Precise estimation of the market size and its contribution to the market in focus on the parent market
• Detailed analysis of customer landscape covering Diver of price sensitivity, Adoption of the lifecycle, and key purchase criteria 
• Companies landscape comparing criticality of inputs and factors of differentiation
• Exclusive Matrix on companies' position and classification
• Accurate predictions about upcoming trends and changes in consumer behavior
• Market growth analysis across North America, Europe, Asia, and Rest of World (ROW)
• A thorough analysis of the market’s competitive landscape and detailed information about companies
• Market forecasting of factors that will challenge the growth of the key market companies

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