The European adult incontinence market is projected to reach €12.4 billion by 2028, growing at 6.2% CAGR. For distributors, wholesalers, and healthcare procurement managers, sourcing the right products at competitive wholesale prices is critical to capturing market share.
This guide covers everything you need to know about wholesale adult incontinence products in Europe — from CE certification requirements to pricing structures and minimum order quantities.
The European Adult Incontinence Market in 2026
Europe represents the second-largest incontinence products market globally, driven by an aging population. Key statistics:
- 50+ million Europeans experience some form of urinary incontinence
- UK, France, Germany, Italy, and Spain account for 75% of European demand
- Institutional demand (hospitals, nursing homes) represents 40% of total volume
- Pull-up style products are the fastest-growing segment at 8.1% CAGR
What to Look for in a Wholesale Supplier
1. CE Certification (Mandatory)
Under the EU Medical Device Regulation (MDR), all adult incontinence products sold in the EU must carry CE marking. This is non-negotiable — always verify your supplier's CE certification before placing orders. Products without CE marking cannot legally be sold in EU member states.
2. ISO Testing Standards
Absorption capacity should be tested per ISO 11948-1 standards. This ensures consistent, comparable performance data across different manufacturers. Ask suppliers for ISO test reports — reputable manufacturers like KERA publish these specifications for every product line.
3. Multi-Warehouse Logistics
Shipping costs significantly impact your margins on bulky products like adult diapers. Suppliers with multiple EU warehouse locations can ship from the nearest facility, reducing transport costs by 15-30%. KERA, for example, ships from warehouses in Belgium, France, and Greece depending on the destination.
4. Minimum Order Quantities (MOQs)
MOQs vary significantly across manufacturers:
- Large multinationals (TENA, Hartmann): Often require full container loads or large volume commitments
- Mid-size European brands (KERA, AMD): Typically 1x 40ft HC container per quarter — more accessible for regional distributors
- Private label suppliers: MOQs often higher due to custom packaging runs
Product Categories & Wholesale Pricing Factors
Adult Pull-Up Pants
The premium segment of the market. Pull-up pants offer discretion and independence for active users. Key specs to compare: absorption capacity (look for 2,800ml+), elastic waistband quality, and breathability. Belgian-manufactured products like KERA Pants typically offer the best balance of quality and competitive pricing.
Tape-Style Adult Diapers (Slips)
Essential for institutional care settings. Higher absorption (up to 4,300ml for night-use) with 4-tape fastening systems. These products represent steady, repeat orders from nursing homes and hospitals — an excellent category for building long-term distribution contracts.
Disposable Underpads
High-volume, lower-margin products with consistent demand. Standard sizes include 60x90cm and 90x180cm. A unique market opportunity: the 75x90cm size has virtually no competition in Europe — KERA is among the very few manufacturers offering this in-demand size for hospital beds.
Light Incontinence Pads
The highest-volume category by unit count. Used primarily by women experiencing light incontinence. Key selling point: odor control technology and discreet packaging. Pharmacy and retail channels drive the majority of demand.
Distribution Partnership Models
Exclusive Territory Agreements
Many European brands offer exclusive territory rights — meaning you become the sole distributor for a specific country or region. This protects your investment in market development. KERA offers 12-month renewable exclusive agreements with defined performance targets.
Direct Brand Partnership vs. Middlemen
Working directly with the brand owner eliminates intermediary markups and gives you faster decision-making. Unlike large corporations with layers of management, direct-ownership brands like KERA can negotiate terms, approve marketing materials, and handle issues in days rather than weeks.
New Partner Incentives
Look for suppliers offering launch incentives. These might include free goods promotions (typically 3-5% on initial orders), marketing material support, and extended payment terms for the first few orders. These incentives help offset your market entry costs.
How to Get Started
If you're looking to add adult incontinence products to your distribution portfolio, here's a practical checklist:
- Define your market — Which country/region? Institutional or retail?
- Request product samples — Always test before committing to volume orders
- Verify certifications — CE marking, ISO test reports, safety data sheets
- Compare total landed cost — Product + shipping + duties, not just unit price
- Negotiate terms — Payment, exclusivity, marketing support
KERA offers a complete portfolio of CE-certified adult incontinence products with competitive wholesale pricing, multi-warehouse EU shipping, and direct partnership with the brand owner. Learn about KERA's distributor program or request wholesale pricing today.