Seniors seeking help with arthritis expected to boost assisted living devices category
NEW YORK —Much like pharmacy operators have broadened their front-end diabetes offerings to capture the increased market basket associated with that diabetes patient, there may be an opportunity to replicate that strategy against arthritis patients through assisted living devices, several suppliers at last month’s ECRM Home Health Care suggested.
The arthritis-suffering consumer already represents a rather large consumer base—one that’s expected to grow significantly larger with the graying of the baby boomer. Today, more than 47% of seniors are diagnosed with arthritis, and more than 26% of assisted living device products are being bought for a person with arthritis.
According to a study commissioned by the National Institute on Disability and Rehabilitation Research, almost 4.1 million seniors, or 13% of the senior population, are in the market for an assisted living device that’s not a wheelchair or scooter. Another 933,000 seniors are actually in need of a wheelchair or scooter, representing a population that also might be in greater need of an assisted living device. According to the study, 71.3% of wheelchair-users either had difficulty or were unable to lift 10 lbs., compared with 51.5% of all mobility device users; 37.2% of wheelchair-users had difficulty or were unable to reach up or out, compared with 26.2% overall; and 33.8% of wheelchair-users had difficulty or were unable to grasp, as compared with 21.6% overall.
“[People who use mobility devices] experience severe functional and activity limitations in much greater proportion, and they are more than 40 times as likely to need assistance with self-care activities as their counterparts who do not use mobility devices,” Stephen Kaye, author of the study, concluded.
According to Nielsen Co. Homescan Panel data for the 52 weeks ended Dec. 27, 2008,5.6% of U.S. households, or almost 6 million households, already are shopping retail for an OTC arthritis pain reliever, and spending on average as little as $16.81 per year. Almost half (44.9%) are making that purchase in mass merchants with supercenters, and 1-in-4 are buying their OTC arthritis pain relief through the drug channel.
Leading conditions associated with mobility device use, ages 65+| CONDITION | POPULATION (IN THOUSANDS) |
| All conditions | 4,040 |
| Osteoarthritis | 957 |
| Hypertension / heart disease | 505 |
| Senility without psychosis | 233 |
| Impairment to leg/foot | 226 |
| Impairment to hip/pelvis | 155 |
| Impairment to back/neck | 112 |
| Rheumatoid arthritis | 107 |
| Osteoporosis | 83 |
Across the back bench, 75.7 million prescriptions were filled last year for arthritis medications, not including such biological response modifiers as Enbrel (etanercept), representing 2% growth versus 2007, according to IMS Health data.
Some of the products specifically focusing on that arthritis consumer included Zibra’s new Open It! Rx series of products, all of which are slated to launch nationally in June. The products featured in the Open It! Rx series are geared toward the arthritis sufferer who has difficulty opening any number of medicinal packages and bottles. And all the products under the Open It! Rx series retail for less than $9.99, representing a potential incremental sale at the pharmacy counter.
Swedish manufacturer Etac has developed a broad range of assisted living products that help consumers with arthritis more easily perform such daily living tasks as brushing their hair. Etac’s entire line is developeed in close cooperation with end users, care providers, therapists and industrial designers, company representatives noted.
And among the full line of assisted living devices offered by Carex Health Brands, the company recently featured its Bed Buddy Herbal Naturals line of hot wraps, including its Plush ThermaTherapy Neck and Hand Wrap, a wrap that provides moist heat around the neck and shoulders and features pockets at each extension for the hands. The heat lasts up to one hour and can be reused and washed. Also, new to the line, the wraps are lightly scented with lavender and chamomile for an aromatherapy therapeutic effect.