United States Stoma or Ostomy Care Market Size & Forecast 2025–2033

The United States Stoma or Ostomy Care Market is on a steady upward trajectory. According to Renub Research, the sector is projected to grow from US$ 896.98 million in 2024 to US$ 1,380.81 million by 2033, registering a CAGR of 4.91% between 2025 and 2033. This growth reflects a combination of rising surgical volumes, better survival rates of colorectal and bladder disease patients, home-care adoption, and rapid advancements in product technology.

As chronic gastrointestinal and urological diseases continue to rise, the role of ostomy care in the U.S. healthcare ecosystem has never been more vital. From sophisticated ostomy bag designs to the surging popularity of online medical supply platforms, the market is evolving to meet the needs of a diverse—and growing—patient population.

Understanding Ostomy Care: A Crucial Part of Post-Surgical Recovery

Stoma or ostomy care refers to the support, treatment, and ongoing management provided to individuals who have undergone colostomy, ileostomy, or urostomy surgeries. These procedures are typically required due to colorectal cancer, inflammatory bowel disease (IBD), bladder cancer, bowel trauma, or congenital conditions.

Caring for a stoma involves:

Cleaning and maintaining the stoma site

Protecting the surrounding skin

Using ostomy appliances such as pouches, skin barriers, pastes, and powders

Adapting diet and lifestyle

Identifying potential complications early

For many U.S. patients, ostomy care is not merely medical—it is a key to regaining independence, confidence, and physical comfort. Healthcare practitioners, online resources, and support communities have become essential pillars in helping patients adapt emotionally and physically.

Key Growth Drivers in the U.S. Ostomy Care Market

1. Rising Incidence of Colorectal and Bladder Diseases

One of the strongest drivers for ostomy care demand is the growing prevalence of conditions requiring ostomy surgery. The United States continues to witness high incidence rates of colorectal cancer, bladder cancer, Crohn’s disease, and ulcerative colitis.

147,931 new colorectal cancer cases were reported in 2022.

53,779 Americans died from colorectal cancer in 2023.

With surgical treatments often involving permanent or temporary stomas, the number of patients requiring reliable ostomy management solutions is consistently rising. Improved surgical survival rates mean more people live long-term with ostomies—fueling recurring demand for bags, skin barriers, and related accessories.

2. Continuous Technological Advancements

The industry is experiencing a wave of innovation aimed at improving patient comfort, reducing leakage, and enhancing durability.

Key advancements include:

Soft, skin-friendly adhesives

Odor-control and anti-leak technologies

Low-profile, discreet bag designs

Products with extended wear times

Barrier rings and skin protectants for improved skin health

A notable launch includes Convatec’s Esteem Body with Leak Defense (February 2024), featuring a soft, water-repellent flocking material that conceals bag contents and boosts confidence for daily activities.

These innovations help reduce social stigma, encourage active living, and increase patient acceptance of ostomy procedures.

3. Growing Home Healthcare Adoption and Online Accessibility

The U.S. has a rapidly expanding home-care ecosystem, which works exceptionally well for stoma management. Patients prefer self-care due to:

Comfort of at-home treatment

Easy access to supplies through online subscriptions

Telehealth consultations

Abundant online educational resources

Higher discretion and privacy

E-commerce distributors, digital pharmacies, and subscription programs make it easy for patients to maintain uninterrupted access to bags, pastes, and skin protectants. The result is strong traction in remote and urban areas alike, especially among younger patients or tech-savvy caregivers.

Challenges Facing the U.S. Ostomy Market

1. High Cost of Ostomy Supplies

Ostomy pouches, skin barriers, and accessories are expensive, making affordability a major barrier to care. While Medicare and private insurers provide partial coverage, many patients still face substantial out-of-pocket expenses.

Because bags and skin products must be replaced frequently, this poses a significant long-term burden. Price sensitivity may push patients toward cheaper, less comfortable solutions—limiting innovation adoption.

2. Social Stigma and Emotional Barriers

Despite growing awareness, living with a stoma still carries emotional challenges:

Fear of leakage

Embarrassment

Concerns about intimacy

Anxiety in workplaces or social gatherings

These obstacles affect product adoption and overall quality of life. Support groups, counseling, and awareness campaigns continue to play a critical role in reducing stigma and empowering patients.

Market Overview: Trends and Opportunities

The U.S. market is evolving with patient-centric design, advanced materials, and a multidimensional care ecosystem. Hospitals, clinics, home-health providers, and online platforms make up the primary distribution channels.

Key market shifts include:

Growth in adhesive technology

Increased demand for odor-control products

Personalization of pouching systems

Better integration of accessories for improved skin health

Greater emphasis on patient education

Despite cost pressures and awareness gaps, the sector remains resilient due to stable surgical volumes and recurring product demand.

Segment Analysis

1. United States Ostomy Bags Market

Ostomy bags represent the largest market segment, driven by:

Recurring use

Longer wear-time designs

Enhanced filters and odor solutions

Low-profile pouches for discretion

Online subscriptions and automatic refill programs are making access easier for long-term users, strengthening this category’s dominance.

2. Pastes and Powders Market

Pastes, powders, and barrier rings support skin health—preventing irritation and enhancing adhesion. Although a smaller segment, it is growing as more patients and clinicians prioritize skin protection.

Innovation in hypoallergenic formulas and moisture-control powders are pushing this segment forward.

3. Colostomy Care Market

Due to the high incidence of colorectal cancer, colostomy care is a major contributor. Odor control, robust adhesion, and leak prevention are critical features driving this category.

Hospitals and home-care centers dominate usage, while educational programs ensure greater self-management confidence.

4. Hospital Market

Hospitals play a foundational role by:

Performing surgeries

Providing first exposure to ostomy products

Educating patients during recovery

Supplying bulk orders of bags and accessories

Although long-term dependency shifts toward homecare, hospitals remain essential for market stability.

5. Online Ostomy Care Market

One of the fastest-growing segments, driven by:

Privacy

Auto-delivery subscriptions

Improved supply-chain logistics

Virtual helplines and educational portals

This digital shift expands market reach, especially in urban centers.

State-Level Market Outlook

California

As the most populous state with strong healthcare infrastructure, California represents a robust market:

High prevalence of colorectal disease

Large network of specialty hospitals

Strong adoption of advanced ostomy products

Highly developed online distribution

New York

New York is another key market due to:

High incidence of bladder and colorectal cancer

Access to world-class surgical facilities

Rapid adoption of urostomy and colostomy care supplies

Growth in discreet, online ordering systems

Other Key States

States contributing significantly to national demand include:

Texas, Florida, Illinois, Pennsylvania, Ohio, Georgia, New Jersey, Washington, North Carolina, Massachusetts, Virginia, Michigan, Maryland, Colorado, Tennessee, Indiana, Arizona, Minnesota, Wisconsin, Missouri, Connecticut, South Carolina, Oregon, Louisiana, Alabama, Kentucky, and the Rest of the United States.

Market Segmentations

By Product Type

Ostomy Bags

Skin Barriers

Pastes and Powders

Other Accessories

By Application

Colostomy

Ileostomy

Urostomy

By End User

Hospitals

Homecare

Ambulatory Surgical Centers

By Distribution Channel

Online Pharmacy

Retail Pharmacy

Hospital Pharmacies

Key Players Covered (with 5 Viewpoints Each)

Alcare Co. Ltd.

3M Co.

B. Braun

Coloplast A/S

Schena Ostomy Technologies Inc.

BAO Health Medical Instrument Co. Ltd.

ConvaTec Group Plc.

Flexicare Medical Limited

Hollister Incorporated

These companies continue to invest heavily in R&D, material science, and user-focused designs—helping shape the next phase of ostomy care innovation in the U.S.

Final Thoughts

The United States Stoma or Ostomy Care Market is entering a transformative decade. Backed by rising disease prevalence, product innovation, digital accessibility, and expanding home-care models, the market is positioned for sustained long-term growth. Yet challenges such as affordability, patient stigma, and education gaps persist—leaving ample space for policymakers, manufacturers, and healthcare providers to improve patient experiences.

With its projected rise to US$ 1.38 billion by 2033, the U.S. ostomy care sector remains a critical, resilient, and innovation-driven segment of the healthcare market—one that prioritizes dignity, comfort, and quality of life for millions of Americans.