Abstract
Expansion of Homecare Drives the Demand for European IV Therapy and Enteral Nutrition Devices
Growing demand for greater comfort, mobility and safety is driving patients to opt for flexible
alternatives to institutional care. As homecare forms a better choice for many, owing to
considerably lower costs and greater comfort, the expansion of this segment is likely to fuel the
demand for homecare suited intravenous (IV) therapy and enteral nutrition devices. The trend towards
homecare in turn is part of an overall trend in healthcare that is also reflected in the growing
popularity of minimally invasive surgery, which encourages faster and less traumatic recovery for
patients and promises a shorter stay in the hospital.
This Frost & Sullivan research offers a comprehensive analysis of the European IV therapy and
enteral nutrition device markets. The study provides detailed insights into market trends, key
drivers and restraints, industry challenges and strategic growth recommendations for market
participants.
Healthcare Budgetary Constraints and Purchases by Tenders Could Dampen Growth
Increase in healthcare expenditure due to changing demographics and rapidly ageing population is
resulting in huge price pressures. To combat these pressures, the government is resorting to
healthcare budgetary restraints and reforms. This drive to economise is likely to affect the
European IV therapy/enteral nutrition device markets negatively by further reducing prices and
eroding profit margins. Offering lower prices to suit budgetary constraints is expected to be a
significant challenge for the market participants.
Another factor expected to escalate price pressures and affect growth in the market is purchase
by tenders. "With the rising popularity of tender purchasing, hospitals and procuring bodies
are expected to gain more power in pushing down the prices of devices," notes the analyst of
the research.
Product Bundling a Popular Market Strategy
In this highly fragmented market, product bundling -- of enteral feeds and devices -- is a
noticeable trend. This threatens the smaller participants as larger companies offer one-stop
solutions and deals on a whole set of products. Brand loyalty and consolidation further inhibit
market penetration by new entrants and smaller participants. "Offering a diverse array of
complimentary products and services, improved after-sales support and better delivery is likely to
aid smaller companies in remaining competitive," concludes the analyst.
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