Heightened health awareness, the expanding consumer base for incontinence products, as well as pandemic-induced rising enrolment in Medicaid, a critical safety net for a vast vulnerable population during economic downturns, continued to drive Rx/reimbursement incontinence spending in 2021. In July 2021, nearly 77 million Americans, or nearly one in four Americans, were enrolled in Medicaid, according to the Centres for Medicare & Medicaid Services.
The combination of pandemic-induced financial stress and limited Medicaid and private insurance assistance as a result of budgetary constraints limited the number and variety of reimbursable incontinence products, with cheaper options prioritised, while premium, more specialised products were beyond the reach of many eligible incontinence sufferers. As a result, many moderate to heavy incontinence sufferers had to resort to supplements such as incontinence booster pads to enhance the performance of cheaper and less absorbent products.
The ageing of the population and an expanding customer base living with incontinence will continue to drive the consumption of incontinence products, including those covered by reimbursement programmes. However, how fast Rx/reimbursement incontinence grows in the future will depend on the outlook of federal and state legislation around key medical assistance programmes such as Medicaid, which helps primarily low-income people to pay for health goods such as adult incontinence products.
With pandemic-led inflation disproportionately hurting low-income consumers and the legislative landscape hard to pin down at the moment, product price and the shopping experience will remain low-income shoppers’ priorities for incontinence products. Brands and retailers that provide a value-centred pricing model, a diverse product range and hassle-saving measures such as product selection guidance, free delivery and reimbursement education and assistance, are better-positioned to gain consumer trust and loyalty in the long run.
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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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