The adult incontinence market in Europe is experiencing unprecedented growth, driven by demographic shifts that are creating significant distribution opportunities. For entrepreneurs, healthcare distributors, and wholesale businesses, 2026 presents a unique window to enter or expand in this recession-resistant market.
Why Adult Incontinence Distribution is a Smart Business Move
Recession-Resistant Demand
Unlike discretionary consumer goods, incontinence products are essential healthcare items. Demand remains stable regardless of economic conditions. The European market grows consistently at 5-7% annually, driven by demographics rather than consumer sentiment.
Aging Population = Growing Market
By 2030, one in four Europeans will be over 65. The key markets tell the story:
- Italy: 23.5% of population over 65 — the oldest population in the EU
- France: 21.7% over 65 — 14 million potential users
- Spain: 20.3% over 65 — fastest-growing elderly segment in Southern Europe
- UK: 18.7% over 65 — NHS procurement represents a massive institutional channel
Repeat Purchase Business Model
Once you secure institutional or retail accounts, incontinence products generate predictable, recurring revenue. A single nursing home contract represents consistent monthly orders. A pharmacy chain listing creates ongoing replenishment cycles.
Market Opportunities by Country
United Kingdom
The UK market is dominated by TENA (Essity) and Hartmann, but there's growing demand for quality alternatives at competitive prices. The NHS procurement system is increasingly open to CE-certified European brands that can demonstrate quality equivalence at better pricing. Key opportunity: NHS Trusts are actively reviewing supplier contracts following budget pressures.
France
France has a well-established pharmacy distribution network for incontinence products. The advantage for distributors: proximity to manufacturing. KERA's underpad production in Hénin-Beaumont means French distributors can receive stock within 24-48 hours, with minimal shipping costs. The institutional care sector (EHPAD network) represents significant volume opportunities.
Spain
Spain is a price-sensitive market where European-quality products at competitive pricing win distribution contracts. The pharmacy channel is strong, and online sales through Amazon are growing rapidly. Spain's elderly population is the fastest-growing in Southern Europe, creating sustained demand growth.
Italy
With the EU's oldest population, Italy represents the largest per-capita demand for incontinence products. The market is fragmented with many regional distributors, creating opportunities for consolidation. Healthcare institution procurement is often managed at the regional level, offering multiple entry points.
What Makes a Profitable Distribution Partnership
Exclusive Territory Rights
The most valuable distribution agreements include exclusive territory rights. This means the brand commits to selling only through you in your designated market, protecting your investment in marketing, sales development, and relationship building. KERA offers 12-month renewable exclusive agreements for qualified distributors.
Multi-Category Product Range
Distributors who carry a full product range (pants, slips, underpads, pads) capture more revenue per customer and become the default supplier. One-category distributors constantly risk being replaced by a competitor offering a complete solution.
Competitive Margins
Working directly with brand owners rather than through intermediaries typically improves margins by 10-20%. Look for brands that sell direct-to-distributor without layers of regional agents. KERA's direct partnership model means you negotiate directly with the brand owner.
Launch Support
New distributors need support to enter the market effectively:
- Free goods promotions — KERA offers 5% free goods for the first 6 months
- Marketing materials — product catalogs, sample kits, training materials
- Product training — technical knowledge to sell effectively to healthcare professionals
- Pricing flexibility — competitive introductory pricing to win initial contracts
How to Evaluate a Brand for Distribution
- Product quality: Request samples and test against the market leader (TENA). Quality must be comparable or superior.
- Certifications: CE marking, ISO testing, dermatological approvals — all mandatory for healthcare channel sales
- Supply reliability: Multiple manufacturing locations reduce supply risk. KERA manufactures across Belgium, France, and Greece.
- Pricing positioning: 15-25% below market leader pricing while maintaining quality is the sweet spot for winning distribution contracts
- Brand owner accessibility: Can you reach the decision-maker in hours, not weeks?
Next Steps for Prospective Distributors
If you're exploring incontinence product distribution as a business opportunity, KERA is actively seeking distribution partners across Europe and MENA. The process is straightforward:
- Register your interest with your company details and target market
- Receive product samples and wholesale pricing within 48 hours
- Discuss territory, terms, and launch plan directly with the brand owner
- Start with an initial container order and grow from there
With manufacturing in three EU countries, CE certification across all products, and a direct-to-distributor model, KERA offers a compelling opportunity for healthcare distributors looking to add or expand their incontinence product portfolio. Learn more about KERA's distributor program.