Innovation in Incontinence and Ostomy Care Products

Incontinence is the involuntary loss of urine or stool; this is a widespread condition and varies with severity from small leaks to complete loss of control of the bladder or bowel. Globally, it affects 4-8% of the global population. Incontinence affects approximately 440 million people worldwide. Ostomy surgery is a life-saving procedure that allows bodily waste to pass through a surgically created stoma on the abdomen into a ‘pouch’ or ‘ostomy bag’ on the outside of the body. Globally, the number of people living with ostomy is estimated to be 6 million and the number of ostomy procedures performed is 3 million in 2019. There are three main types of ostomy surgeries, the surgery which will remove the part of the bladder (urostomy), small intestine (ileostomy) or large intestine (colostomy). Incontinence and Ostomy care products essential for effective management and treatment for patients with incontinence and stoma surgeries.

The incontinence and ostomy care global market is estimated to be $17 billion in 2019 and is expected to reach $24.5 billion by 2026 growing at a CAGR of 5.4% from 2019 to 2026. Increase in aging population prone to aging related medical conditions, increasing R&D spending for developing innovative and technologically advanced products, and also the development of more personalized products for greater patient comfort and care are driving the market growth. Currently, the incontinence and ostomy care industry is undergoing a revolution due to the various innovations and development of technologically advanced personalized products that ensure effective management of the incontinence and stoma non-invasively and in an aesthetically appealing manner. The innovative personalized products with advanced features will improve the overall quality of life of patients by elevating independence and functional status of the patients.

Incontinence and ostomy care products often lead to dermatitis (skin irritation & breakdown) and tissue injury with prolonged exposure to urine & feces, bladder or urinary tract infections. Introduction of most sophisticated sensor-based solutions in adult diapers and ostomy bags leading to better care for patients. The unique sensor design will provide accurate, real-time data and information to patients and also reduce the risk of leakage and changes in skin condition. Next-generation technology has been developed to aid in contamination, discomfort and odour by controlling the microbial activity within hygiene applications, For instance, Avgol an Israelian company introduced new antimicrobial solution in June 2018, beneFIT Control to fabrics, utilising this new technology provide a fast response ideal for the short duration of use that hygiene products typically have and retains a bright white appearance desired by consumers. Coloplast is developing next generation coating technology to avoid catheter associated bacterial infections and planned to launch superior intermittent catheters product line called SpeediCath BBT in future. . Also, there is introduction of wearable diaper free device (DFree), to avoid the skin related problems associated with adult diapers. This is a new approach to treat urinary incontinence. DFree is a non-invasive device that uses ultrasound technology to monitor bladder fullness and notifies users on their smartphone or tablet when it’s time to go to the bathroom via the DFree companion app.

Another emerging trend currently observed in incontinence and ostomy care is the development of implantable devices for the treatment of incontinence and ostomy. Although management solutions were very helpful, many people are dissatisfied with the smell and inconvenience. So there is an increasing focus by companies to develop minimally invasive surgical technologies and the field is developing quickly. The sacral nerve stimulation is considered as a treatment option for patients suffering from bowel and bladder continence that have failed to respond to conservative treatment.  Innovations in sacral neurostimulators will provide better treatment for patients. For instance, in January 2020, Medtronic plc received CE Mark for its InterStim Micro neurostimulator is a rechargeable device that delivers sacral neuromodulation therapy along with InterStim SureScan MRI leads designed to allow for full-body 1.5 and 3 Tesla MRI-conditional scans. This latest innovations will offer a lifestyle-friendly choice in Medtronic SNM system. Development of next-generation ostomy implants which is a breakthrough medical device in the form of discrete stoma plug with a novel technology of value closing system which can replace the need for messy colostomy bags and thereby improve the quality of life of people with ileostomy and colostomy. For instance, OstomyCure has developed a new revolutionary solution for ileostomy patients. The TIES System (Transcutaneous Implant Evacuation System) promises a life without skin barriers and ostomy pouches. The TIES implant received European Union’s CE Mark, in 2016 only for certain European markets. Clinical investigation is still going on in Sweden, U.K, United States and Canada. Thus the field of incontinence and ostomy care is constantly evolving from the conventional management solutions to the current advanced implantable minimally invasive products.

The top players in incontinence and ostomy care market are Essity AB (Sweden), Coloplast A/S (Denmark), Kimberly-Clark Corporation (U.S.), Unicharm Corporation (Japan), ConvaTec Group Plc (U.K.), B. Braun Melsungen AG (Germany), Medtronic, Plc (Ireland), Ontex (Belgium), Paul Hartmann AG (Germany), Procter & Gamble Company (U.S.), Hollister Incorporated (U.S.), Salts Healthcare (U.K.), First Quality Enterprises, Inc. (U.S.), Abena A/S (Denmark), Becton, Dickinson and Company (U.S.), Medline Industries, Inc., (U.S.) and Domtar Corporation (U.S.).




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