During 2020, an increasing number of Americans turned to Medicaid, private insurance, health savings accounts and flexible spending accounts to address their elevated incontinence needs due to extended home seclusion and heightened health awareness. However, the extent of growth in Rx/reimbursement incontinence was limited by lack of investment in Medicaid, which was crucial for those who became uninsured during COVID-19 due to job losses or income declines.
The combination of pandemic-induced financial stress and limited Medicaid and private insurance assistance brought affordability to the fore, with cheaper products gaining favour while premium options were beyond reach for many lower-income consumers.
Although the already in-motion distribution of vaccines offers some light at the end of the tunnel, the path to recovery remains unclear. With unemployment claims rising and states facing budget grind throughout the end of 2020, the outlook for programmes such as Medicaid, which helps low-income people pay for health goods such as adult incontinence products, is unlikely to significantly improve in the short term.
With the pandemic disproportionately hurting low-income consumers and legislative improvements for insurance programmes still up in the air, pricing and ease of purchasing will continue playing key roles in consumers’ shopping decision-making in Rx/reimbursement incontinence. Brands and retailers which provide a value-centred pricing model, a diverse product range and hassle-saving measures such as product selection guidance, free delivery and reimbursement education will likely establish stickier customer relationships.
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Understand the latest market trends and future growth opportunities for the Rx/Reimbursement adult incontinence industry in USA with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Rx/Reimbursement adult incontinence research and analysis database.
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