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Osteoporosis Products: Opportunities and Trends in U.S. Markets
Osteoporosis is the loss of bone mineral density (BMD), which contributes to weakened bone tissue and a propensity for fractures, and is one of the major contributors to orthopedic injuries, especially in women. Although many factors contribute to the cause of osteoporosis, such as diet, intense physical activity, and smoking, the most significant factor for a woman is menopause. The biological changes experienced by women during menopause cause significant resorption of calcium from the bones into the body. The disease is not restricted to women, however, and approximately 20% of osteoporosis sufferers are men.
The population of postmenopausal women is rapidly increasing as the baby boom generation reaches middle age, and this demographic factor is expected to increase the incidence of osteoporosis until well into the 21st century. The growth in the incidence of osteoporosis will be somewhat offset by the increasing activity level of many seniors and improved dietary intake.
Osteoporosis results in approximately 1.5 million bone fractures in the U.S., and represents 25% of the 6 million fractures that occur in the U.S. every year. This exerts a high cost on the healthcare system. The existing undiagnosed population and the increasing incidence of osteoporosis are creating a significant market opportunity for companies seeking to diagnose or treat the disease. Companies developing bone density measurement devices, or diagnostic tests that determine the amount of calcium resorption by the body, are expected to see a rapid increase in sales revenue.
Diagnosis defines only one part of the osteoporosis market. Disease treatment has also presented a lucrative market for the medical device and pharmaceutical companies. The three most prominent treatments for osteoporosis are dietary and lifestyle choices, pharmacological therapies, and device treatments.
Of the many dietary and lifestyle choices a person can make to prevent osteoporosis, avoiding cigarette smoke and participating in a regular exercise routine are the two most effective. Smoking cessation helps prevent osteoporosis because smokers generally have earlier menopause and tobacco may catabolize exogenous estrogen more rapidly. As reduction in estrogen levels is the primary cause of osteoporosis, these two effects are especially damaging to bone density.