Disposable supplies are becoming home-driven and consumer-led

The disposable medical supplies market, like all home medical equipment (HME), is being reshaped by one dominant force: care moving into the home. As more responsibility shifts to patients and caregivers, it’s changing which products are used – and what support from providers must include. 

“We continue to see an increase in seniors who want to age in place and stay in their homes as long as possible,” said Shelley Bache, health care sales and clinical leader, North America, at First Quality. “In some cases, individuals are managing complex health issues at home that we would typically see in a skilled nursing facility, whereas others are looking for incontinence products that can keep up with their active lifestyles.” 

Consumers expect more and better 

Incontinence, in particular, is becoming less of a behind-the-scenes clinical category and more of a consumer market with consumer expectations. 

To that end, Ann Hertzfeld, vice president of brand and product strategy for Principle Business Enterprises (PBE), parent company of Tranquility Incontinence Products, says customers are “trading up” to higher-quality products. 

“Consumers and caregivers are choosing premium, higher-performance solutions over basic value products, prioritizing comfort, discretion, skin health and reliability,” said Hertzfeld. “This reflects a broader change in behavior; people are no longer willing to compromise on quality in such a personal category.” 

Protecting skin health is also driving product innovation at First Quality, where the company is expanding its MaxSorb+ Zone technology across its Prevail bladder control pad lineup to deliver faster absorption and long-lasting odor protection. The company also recently reintroduced its Boundless Youth Diapers for children who have outgrown traditional baby diaper sizes but still need incontinence protection. 

From product to portfolio: Serving the full picture 

For manufacturers, this shift means designing for continuity of care across time and context, and that means building systems. 

“Consumers rarely rely on a single product type,” said Elaine Shen, senior product manager at PBE. “Instead, they often use a system of products, such as briefs or underwear paired with underpads, liners, wipes and skincare products, to manage incontinence effectively and maintain skin health.” 

Shen says bundling isn’t just good business. If done well, it reduces overall care costs by preventing leaks, skin breakdown and overuse, helping both caregivers and patients stay ahead of issues. 

“When products are designed and marketed to work together, cross-selling becomes less about selling additional items and more about delivering better outcomes and a more seamless care experience,” said Shen. 

Education is the infrastructure 

Providing the right product is only half the equation. As caregiving moves into the home, education is becoming infrastructure. 

“DermaRite focuses on patient and caregiver education to help reduce the risk of infection, build a basic understanding of how to manage wound care at home, and recognize when it is appropriate to consult a physician,” said Jodi Rohlwing-Hettich, vice president of business development at DermaRite Medical. 

And that focus is embedded into their packaging – each dressing includes printed instructions, as well as the launch of a new website featuring a dedicated patient and caregiver education section. 

First Quality has taken a similar approach. Their Prevail eNurse service offers round-the-clock consumer support for product selection, sizing and use. They’ve also published a full caregiver guide, “Caring with Dignity,” to walk families through the emotional and logistical realities of incontinence care. 

PBE has clinicians on staff to provide further education when needed and its customer care team is well trained with the products and available to answer the phone for ad-hoc questions. Virtual training is also offered. 

“One of the main ways our team educates is with hands-on, in-person training with a clinical framing,” said Anthony Bianchi, senior sales manager at PBE. 

BTS: Logistics and perception 

As competitive bidding evolves, a functioning supply chain can take a load off downstream, and a little public understanding would go a long way. 

“The investments that we’ve made in our supply chain and technology have positioned us well to manage these changes,” said Rob Schlissberg, president of Cardinal Health at-Home Solutions, “but I also acknowledge that the policy changes will have impacts beyond our control, including the potential for supplier consolidation.” 

To keep pace, Cardinal Health at-Home Solutions has invested heavily in automation and new distribution centers, building resilience against policy changes. But one of the biggest barriers isn’t logistics; it’s the way the industry is seen. 

“Too often, the work we do is misunderstood or reduced to the idea that we simply ‘move product around,’” said Schlissberg. “That perception misses the mark. Our value goes far beyond logistics. We serve as an indispensable connection between healthcare settings and the home.”