SoClean

Delivered August 18th, 2019. Contributors: Varun N., Sheila L., Ticia A., VIVEK K., McCaw, Sue M., Stan R. and

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CPAP Mask Market Size

The CPAP masks market in the United States is valued at $312 million.
FINDINGSThe CPAP Masks market in the United States is worth $312 million.
New technologies in the CPAP masks market have enabled the design of gender-specific CPAP masks. Improvements with cushions made of silicone, foam, gel, and fabrics are now available for purchase. 
As a result of such developments, more CPAP masks can meet patient preferences and are likely to drive growth in the near future. The global CPAP Masks market grew at 5.42% between 2013 and 2016.
The typical sleep apnea patient is between 50-70 years old. The boomer generation, which is the largest generation in the United States, is the target generational demographic for sleep apnea products.
An increase in life expectancy has also resulted in a much larger geriatric population, and therefore, greater usage of sleep apnea products like CPAP masks.
Increased awareness about sleep apnea, better diagnosis, and patient adherence have also boosted sales of CPAP masks.
ResMed, Philips, Fisher & Paykel, BD, Invacare, DeVilbiss Healthcare, Hans Rudolph, Circadiance, Sleepnet, Innomed, Armstrong Medical, Apex Medical, BMC Medical, and 3B Medical are some major manufacturers of CPAP masks globally.
The United States CPAP devices market is valued at $4.3 billion. 
The global CPAP Masks market is valued at $756 million. 
The current size of the global oxygen therapy masks market is $4.39 billion. It is expected to grow at 11% CAGR in the period 2017-2021. 
RESEARCH STRATEGYIn order to fulfill this research request, we searched in multiple sources. First, we looked for research reports on the United States CPAP masks market; however, we were unable to find any reports specific to the CPAP masks market in the United States. Instead, we found reports on the United States CPAP devices market, the global face masks market, and the global sleep apnea market. Next, we searched the CDC, but the information found was mostly pertaining to sleep apnea and sleeping aids; there was no information available to indicate the market size of CPAP masks. Lastly, we looked industry portals such as the National Sleep Foundation, Sleep Education, and the American Academy of Sleep Medicine. This too did not yield any results. Given the unavailability of precompiled information, we triangulated an estimate for the same.

The global oxygen therapy masks industry is projected to grow at 11% in the period 2017-2021 CAGR to $5,407.55 million. Therefore, the current market size of the global market is $4,389 million (calculated using Omni Calculator). The share of CPAP masks in the oxygen therapy masks industry is 17.2%. Therefore, the global market size for CPAP masks is 756 million (17.2%*$4,389M). North America has a 50.01% share of the global sleep apnea industry and the United States accounts for 82.5% (determined through visual examination of the chart) of the North American market. Therefore, 41.26% (82.5%*50.01%) of the global sleep apnea market can be attributed to the United States. Assuming that the share of the United States in the CPAP masks market is the same as its share in the global sleep apnea market (41.26%)--as CPAP devices and masks are used to treat sleep apnea--the market size of the CPAP masks market in the United States is $312 million (41.26%*$756M). 

Please note that one of the sources used is from June 30th, 2017; the source is a couple of months older than two years. The report shares data from 2016, which was the most recent publicaly available data we could find. 

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Sleep Wellness SWOT

The sleep wellness market in the US is growing steadily due to an increasing consumer awareness of the effects of sleeplessness. There are opportunities for more industries to get involved in this space, including bedding and mattress, home goods, apparel, food, beauty, travel and hospitality, and coaching and wellness. However, most sleep wellness products are expensive and unavailable to those who need them the most, and there is potential for disappointment in the market given the promises made and the lack of regulation. 
STRENGTHSThe sleep market in the U.S. was worth approximately $28.6 billion in 2017, grew by 3.3% in 2018, and is expected to grow at an average annual rate of 4.7% over the next 5 years.
The Center for Disease Control and Prevention (CDC) reports that more than a third of Americans do not get enough sleep. More Americans are developing restless leg syndrome, sleep apnea and other sleeping disorders as a result of rising obesity rates and aging. In addition, Americans are more stressed in connection with terrorism, healthcare, student debts, mass shootings, political protests and the volatile stock market, leading to an increase in sleeplessness. This supports the growth of the sleep wellness market in the US, which has come up with a variety of devices to treat insomnia including apps, medications, sound machines and mattresses, among others. 
American consumers are also becoming more aware of the economic, physical and mental costs of sleeplessness, and they are more intentional about their wellness. They are, therefore, increasingly seeking out new solutions that could help them to sleep better. McKinsey reports that about "100 million Americans are still looking for a consistent, good night’s sleep."
There are more than 70 sleep disorders that one could suffer from today, in contrast with just a handful of them a few decades ago. According to the American Sleep Association, 50 to 70 million adults in the U.S. have a sleeping disorder.  This means that more experts and cures are needed in the market.
Companies in the sleep and sleep wellness space are thriving. Casper, a company which promises "better lives through improved sleep", is valued at $750 million. In addition, several new tech products have been developed in the recent past to aid with sleep, including smart pillows, sleep trackers, wearables and robots. 
More industries are getting involved in sleep wellness including food (Nightfood launched a new line of ice cream to complement the human sleep cycle); fitness (mattress brand Casper partnered with audio fitness app Aaptiv to offer workouts that lead to better sleep); apparel (Lunya has a sleep line inspired by travel); coaching and education (SonicSleep has an AI sleep assistant which provides coaching services); beauty (beauty supplement brands such as The Nue Co. and HUM Nutrition offer supplements aimed at deeper sleep); and travel and hospitality (airports are setting up sleeping pods, and American Airlines partnered with Casper to upgrade sleeping products for longer flights).
WEAKNESSESThere is competition between different segments in the US sleep wellness market. The market for major prescription insomnia drugs, with about $1.4 billion in sales, has been declining due to the introduction of cheaper generics as well as patent expiration. In addition, the sleep center or lab segment, which was worth $4.3 billion in 2017, has been experiencing closures and consolidation due to competition from Medicare-approved home testing devices. 
The sleep-wellness market has been criticized to be counter-productive in terms of wellness, as making it a task to ensure that one gets a perfect amount of sleep can be harmful. One customer, for example, had to stop using a sleep app because it made her anxious and competitive, "wanting to make sure she got the right number of hours."
Most sleep aids in the market are costly and out of reach to those who really need them. According to the CDC, poverty and sleeplessness are closely linked, and those who live in less affluent parts of the US have a higher likelihood of being sleep-deprived. This is due to factors such as working multiple jobs which decreases their sleep time. Those who are well off sleep more on average, and if they don't, they can afford the expensive sleep aids.
The sleep wellness market is thought to be based on fallacies. People are now blaming their lack of sleep on their mattresses, the fact that they do not take medication or have an app, and other factors that may not be the cause. In real sense, their lack of sleep could merely be the effect of socioeconomic burdens and other stress factors; or just their normal human condition.
OPPORTUNITIES  Approximately 43 million Americans suffer from obstructive sleep apnea (OSA), most being undiagnosed, and 70 million have insomnia. This problem is not expected to disappear anytime soon because obesity rates remain high. There is, therefore, room for growth of sleep studies, medications, CPAP devices and other services. 
Continuous positive airway pressure (CPAP) devices is a market worth $4.3 billion and is growing at a rate of 7.2% annually. However, this market is mostly untapped, having penetrated only 12% in the U.S. As more people get diagnosed with obstructive sleep apnea, especially the obese, it has potential to grow.
Turning the bedroom into a sanctuary presents opportunities for the home goods, mattress and bedding markets. The mattress market, worth $16 billion, is going through changes with major retailers merging and materials being changed due to technology. There are also startups that are emerging and disrupting the market, with e-commerce brands selling high quality memory foam mattresses at more affordable prices than traditional manufacturers. The sleep pillows segment is worth $1.6 billion and is also growing, as premium-priced pillows and new materials are introduced into the market. Bedding companies are now using materials that offer greater breathability, moisture control and temperature regulation than the traditional materials. There is also opportunity for home goods that promote sleep such as thermostats, humidifiers, noise-blocking sound machines and blackout curtains. 
There are opportunities for the apparel industry as sleepwear begins to be turned into a sleep aid by integrating wearable technology and innovative materials into clothing to soothe the body.
There is a growing market for homeopathic and natural sleep products that contain "melatonin, valerian, magnesium, L-theanine, or rutaecarpine," which are perceived as non-addictive and safer alternatives to prescription medications.
Consumers with sleeping challenges that are more severe are increasingly turning to professional treatment and diagnostic options. This will create more business for pharmaceutical companies, medical clinics and health service providers. 
THREATSThe sleep wellness market is an industry filled with promises made to consumers, and this leaves potential for disappointment. The potential is very high given that the industry lacks regulation.   
Most products in the sleep wellness market lack FDA approval, validation studies and endorsement from sleep specialists or sleep facilities accredited by the American Academy of Sleep Medicine. Developers therefore risk their technologies being labeled inferior or debunked if compared to clinical standards.  
It has been argued that the lack of research in the sleep market has led to dodgy practices and claims that can't be proved. As the industry booms, there will be more money available for research, and this could expose a lot of the products in the market as false. 
RESEARCH STRATEGYWe started our research by looking for publicly available reports on the sleep wellness market in the US. We looked through sites such as Market Research, McKinsey, CB Insights, Well To Do Global, The Guardian, Fast Company and Independent, among others, which are credible sources for industry-related reports and articles.  Based on the insights that we found from these sources, we were able to come up with a list of strengths, weaknesses, opportunities and threats within the sleep wellness space in the U.S., which we have outlined in the findings above. 

While the article by Independent is UK-based, it contains some insights from studies done by American scientists, and some threats identified in the article also apply to the US sleep wellness market, for example the fact that the sleep wellness market is based on promises, leaving room for disappointment. 

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CPAP Device SWOT

Although it is not easy to get used to CPAP device, U.S. is still the largest user of sleep apnea devices that are used to prevent a lot of chronic illnesses from developing, such as high blood pressure, diabetes, or cardiovascular disease, or at least relieve the symptoms of the ones you may already have.  There are also threats in CPAP device like the new technique for full apnea sufferers, that is implanted in the user.
STRENGTH CPAP therapy is considered the "gold standard" for treating obstructive sleep apnea (OSA) and has been available for 30 years which shows that CPAP device will make its growth in the CPAP space. 
 CPAP machines are fairly compact and can easily fit on a standard nightstand. 
Most insurance policies cover CPAP and is considered to be durable medical equipment, and you can call your insurer to find out the specifics of your coverage. 
CPAP Devices market is valued at US$2550 million in 2018 and will reach US$4520 million by the end of 2025, growing at a CAGR of 7.4% during 2019-2025.
 CPAP machine are pretty easy to keep clean, and with regular maintenance and care, should last you a long time. 
Regular use of CPAP will prevent a lot of chronic illnesses from developing, such as high blood pressure, diabetes, or cardiovascular disease, or at least relieve the symptoms of the ones you may already have. 
The success of CPAP therapy often rests on how comfortable and well fitting the mask is.
WEAKNESSES Using a CPAP device can be frustrating as you try to get used to it and can present side effects CPAP. 
 The wrong size or style CPAP mask may result to dry, stuffy nose. Leaky mask on the other hand may result to skin irritation or pressure sores. 
 Trouble getting used to wearing the CPAP device.
CPAP machines usually come equipped with a sort of ramp feature which makes the user hard to adjust the air pressure of the machine. 
Feeling claustrophobic. 
Difficulty falling asleep. 
Some CPAP devices may worsen dry mouth when breathing through your mouth at night or sleep with your mouth open. 
Unintentionally removing the CPAP device during the night. 
 Bothersome noise.
Non standard pricing for machine cost and is expected for a cost range from $500 to $2000, depending on individual needs. 
Along with the CPAP machine there are additional costs that include the accessories such as the mask, humidifier, hoses, and cleaning and maintenance.
An improper fit of mask can result in discomfort and continued interrupted sleep patterns. 
 The humidifier resolves many of the most common complaints from CPAP Therapy patients. 
OPPORTUNITIESU.S. will still be the largest user of sleep apnea devices in 2018–2023. 
The rising incidents of sleep disorders are resulting in the growth of the sleep apnea devices market with a growth rate of 7.9% for 2018 to 2023. 
 Factors such as increasing sleep disorder incidents, along with those of heart diseases and obesity that further result in sleep apnea, and awareness programs will keep the market stable in the U.S.  
Increase in the per capita healthcare expenditure may encourage people to spend more on their overall well-being.
North America held the largest share in the mHealth market, with 37.8% in 2017. 
North America led the global market with a revenue share of 50.01% in 2018. 
 Researchers have found that continuous positive airway pressure (CPAP) treatment of obstructive sleep apnea (OSA) can improve depression symptoms in patients suffering from cardiovascular diseases which may increase CPAP Device market.
THREATSFew number of sleep labs resulting in a high waiting time for sleep therapy is somewhat restricting the market growth of CPAP devices. 
 Airing Micro-CPAP is a product in development that is hoped to be an alternative to the traditional CPAP. 
 The inspire device, a device permanently implanted in the user, is a new technique for full apnea sufferers which may cause CPAP therapy and device decline of use. 
YOUR RESEARCH TEAM APPLIED THE FOLLOWING STRATEGYWe commenced the research by looking for pre-compiled data on SWOT analysis for CPAP device space but we found that most results were pay walled reports like from industry Reports and Marketwatch among others. Hence, we broaden our research and tried to look for articles, news blogs, press releases and research study for CPAP device and CPAP therapy as it was connected in CPAP device as well. We also searched into other websites which had made a research study with regard to diagnosing sleep disorder and utilizing PAP therapy. Sources such as Sleepresolutions, Musc.edu, Sleepfoundation, Verywellhealth, and Sciencedaily were the ones used to finally find data related to SWOT analysis for CPAP device following the elements of SWOT.

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CPAP Online Forums, Part 1- Consumers

CPAP consumers/ users on Quora, Reddit and CPAPTalk have used the forums to engage in interactions through posting questions and following CPAP dedicated user groups through which they share their queries, experiences, opinions, treatment stages, product reviews and machines options around CPAP and its usage related to Sleep Apnea.
QUORAAs Quora allows users to ask questions about certain topics and have their questions answered by other users and experts in the relative field The discussion around CPAP by the users are largely related to its necessity (19 interactions), CPAP effectiveness with sleep apnea (52 interactions), treatment without CPAP (52 interactions), best CPAP product (29 interactions), prescription for CPAP machine (35 interactions) and others.
A CPAP user on Quora also shared his personal experience with the CPAP machine with others users as he was suffering from sleep apnea where he vouched for the effectiveness of the machine by saying, "there is no doubt that CPAP machines work, and I know many people that benefit from their use".
The comment by the CPAP user, Anthony Warren received 3000 views and received 5 upvotes for the answer while a comment by Chris Porter received 3 upvotes. Other users such as Laurie Bethard, Herb Martin and various other engaged in the interactions by sharing personal opinions and experiences in the conversation thread related to a query raised as "Is a CPAP really necessary?"
There is a "Continuous Positive Airway Pressure (CPAP)" group created on Quora with 8600 followers of the group. Through the various comments posted in the group, it was found that most of the followers are CPAP product users or Medical experts replying to the queries posted by the sleep apnea patients/ CPAP users.
Another related group found on Quora was "CPAP Machines" with limited followers (21), and the followers are mostly sales reps of various companies and therapists.

REDDITReddit allows users to discuss various topics in threads. Users can create threads and communities around specific topics. Related to CPAP topic, several threads discussed both sleep apnea, CPAP machines and experiences.
A dedicated community of CPAP users can be found on Reddit wherein the " CPAP users can exchange ideas, share problems, interesting facts and other things they've found." 
There are 5800 members in the community.
The CPAP users community actively engages almost daily by posting comments, opinions, experiences and queries related to the use of CPAP machine, its helpfulness in sleep apnea, difficulty to use it and the high cost of the product.
Examples of hot topics being shared in the community by the CPAP consumers are, "Having an extremely difficult time adjusting, any help would be greatly appreciated.", "2nd night with CPAP and its 4 am...", "What travel CPAP would be best?", and "How I now know that my CPAP is working. And that yours will too!" among others.
CPAP consumers' family members are also sharing their witnessed experiences and results of the use of the CPAP machine wherein one user named "remotetrash" posted about his father who is a CPAP user and detailed his experience and results of the machine in his weight loss. The post received 85 comments with 97% upvotes.

CPAP TALK CPAPtalk is a board network meant for registered users driven by US Expediters Inc and powered by cpaptalk.com whereby through the message boards the users are allowed to post and answer questions specific to sleep apnea and CPAP.
They have a CPAP Wiki whose mission, "is to provide a rich and vast resource of information, created by CPA users, to help those who have Obstructive Sleep Apnea, or conditions that require the use of a CPAP, APAP, BiPAP, or other types of respiratory equipment."
Through the CPAP talk forum, around 107,236 topics are listed around CPAP and Sleep Apnea News, CPAP products and other trending queries by CPAP members such as "Why is a CPAP Support Team Important?" and "CPAP Definitions" among others.
A thread created on the forum about the "Where A CPAP Newbie Should Start " generated 356 replies by CPAP user members and 703,112 views. 
The thread shared key insights on the support system access for CPAP users, understanding OSA, various acronyms & Definitions, references of Panic Attacks with CPAP and leads of other related threads that can be helpful for references for the users. 
The thread has been active from 2008 till date.
A reference of a new CPAP user interaction through the forum shows the great help other CPAP consumer-members are sharing with the newbie by providing the ways to use the machine along with overcoming the difficulty in its usage. The post generated 56 views and 3 replies.
Another reference of the engagement of a CPAP user on the forum had 42 replies and 603 views wherein the CPAP user member shared usage and result dashboard of the CPAP usage along with the experience and results around the expectation and ways to improve the results.

BBBThe Better Business Bureau (BBB) helps find and recommend businesses and brands that consumers can trust. The site has multiple categories around multiple topics around businesses, brands, services, products, and locations. However, no dedicated category related to CPAP was found.
A dedicated category related to Sleep Apnea was found on the forum with 546 listings of various businesses/clinics, specialists and treatment centers which can be accessed by users of the forum to gather information.
A user can click on the businesses or brands that they are interested in such as Advanced Dental Sleep Treatment Center and CPAP machine among others and the user is navigated to the specific website sharing information on the reviews, details and contact information of the business.
Through a section dedicated to Health & Safety for consumers education through BBB, various useful insights and links have been shared on the forum but no specific education or reference material was found on CPAP or its usage or any other related context.

Research Strategy:To obtain the information and insights on the CPAP users or CPAP consumers engaging in the various online forums regarding their CPAP use or CPAP product preferences through Quora, Reddit, CPAPTalk, and BBB, we commenced our research by scanning through each forum's official website and searched through their specific communities/groups dedicated to CPAP users/consumers along with analysis the various users' interactions, questions, and replies they have shared through these forums.

Through in-depth analysis on each of the forum it was found, that most of the engagement by these CPAP users are related to sharing their experiences, opinions, guidance to newbies of CPAP machine, necessities to use the machine, results from the usage of the product, machine preferences and other related topics. Also, it was found that although the forums of Quora, CPAP talk and Reddit where showcasing active engagement and interaction on the forum by CPAP user/consumers, BBB being a more commercial rather than consumer forum provided insights on the category listed related to the businesses, clinics, specialists and other centers who are providing overall Sleep Apnea related services/ products along with providing information for users on the reviews, details, and contact information of the listings, but no active engagement or consumer resources are specifically driven by CPAP users or CPAP consumers was provided.

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CPAP Online Forums, Part 2- Brands

Quora, Reddit, and BBB are not used by manufacturers to promote their CPAP products or create brand loyalty. Two manufacturers provided information about their products on CPAPTalk. Although it was largely product information, it also served the purpose of promoting their brands. Suppliers and Retailers are represented on all of these sites. However, the information they provide does not relate to a specific brand, but rather to the range of different brands they supply.
QUORAQuora allows users to ask questions about certain topics and have their questions answered by other users.
There were numerous questions around sleep apnea and CPAP.
The questions are often answered by experts in the field, but no affiliation was found between them and the popular CPAP brands.
 Representatives of some smaller companies supplying CPAP machines were among those responding to questions.  They used the opportunity to promote the CPAP brands they stocked.
 None of the larger companies such as Phillips, ResMed, or DeVilbiss used Quora as a means of brand promotion.
There are also a number of "spaces".  Spaces are community forums that have developed around specific topics or interests.
None of the spaces were directly related to CPAP discussions.  
Health-related spaces contained limited discussion on sleep apnea and issues around CPAP.  No CPAP brands were represented in the discussions.
REDDITReddit allows users to discuss various topics in threads.  Users can create threads around specific topics.
There were a number of threads that discussed both sleep apnea and CPAP machines.
It appeared that some answers or comments in the threads were written by experts in the field.
Reddit identifies the person making the comments in the various threads by a user name.  Although you can click on the user name and find out more information about the user, it is of limited use.
 Real names are not readily available on Reddit and without this information, it is impossible to check if the users have any affiliations with the major brands of CPAP machines.
Suppliers were represented in various threads, discussing the merits of different machines.  They were not easily identifiable for the reasons discussed above.
The only indication that it was a supplier answering a specific question was when they were called out by other users and confirmed this was the case.  The suppliers were not loyal to specific brands and generally spoke about the range of different brands they supplied.
None of the larger brands used Reddit as a means of brand promotion, although several threads discussed the different brands and the merits of each.
CPAPTALK CPAPtalk is a network of message boards that allow users to post and answer questions around sleep apnea and CPAP.
There is an entire section of the website devoted to CPAP Products and news about them.
The product page contains information about various CPAP machines and accessories.  Users can read a detailed description of the product.  There are links to various manufacturers' pages should the user want more information.
 Specific brands and the merits of that brand are presented from the manufacturers' point of view.  Clearly, the intention is to promote their specific brand.
Manufacturers are allowed to respond to specific questions about their products.
Respironics and Williams Industries were the only two manufacturers represented on CPAPTalk.  Both used the website to promote their brands.
A CPAP challenge is also available, where various products and accessories of one manufacturer are compared to another manufacturer.  The results are based on user reviews.
CPAPTalk is very much an informative website where users can find out about sleep apnea and the various treatment options.  While the various brands are represented in the discussions, it is very much from the perspective of the user, not manufacturers seeking to create brand loyalty.
BETTER BUSINESS BUREAUThe Better Business Bureau (BBB) helps find and recommend businesses and brands people can trust.
The user can then click on the businesses or brands that they are interested in and are taken to the specific website.
One of the advantages of this website is the results are specific to the location of the user.
Although there are many suppliers and retailers of CPAP machines represented on this site, information regarding specific brands is not readily available.
By clicking on the various suppliers, the user can search for specific brands on the suppliers' websites.
The major brands do not appear to use this website to promote their products or create brand loyalty.
RESEARCH STRATEGYWe extensively searched Quora, Reddit, CPAPTalk, and BBB to determine if any of the CPAP brands engaged in online brand promotion on these websites. We searched a range of industry publications and articles and were able to identify the most popular brands of CPAP machines and accessories. We cross-referenced this information to the individual sites to determine the information available on the different brands, and who was providing the information. No brand manufacturers were represented on Quora, Reddit, or BBB.

Quora allowed the user to identify the people answering the various questions.  We cross-referenced this information with sites like LinkedIn to determine if the information was coming from representatives of the companies. None of the users had any link to the manufacturing companies.

On several of the sites, by searching the answers or comments in the various threads, we were able to identify users that were particularly knowledgeable concerning specific brands. We searched each of these users to see if there was any information available that linked them to the manufacturers.  This enabled us to confirm whether a company was promoting its brand in these channels. No such links were made.  We found several retailers and suppliers promoting a range of different manufacturers' products.  However, further investigation showed these were the brands they had contracts to supply. These users were not loyal to a particular brand.  They were loyal to the range of manufacturers' brands they stocked.

We were able to locate a new product section on CPAPTalk. This was the only example of manufacturers actively engaging in brand promotion on any of these websites. Only two manufacturers, Respironics and Williams Industries, were represented.

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CPAP Consumer Perceptions & Stigma

There are many negative, and often incorrect, perceptions about the use of CPAP machines by people who have not used them, or have not been compliant. These beliefs include the unwillingness to have medical equipment in the bedroom, the perception that using a CPAP machine means the user is obese, old and ill, and that using a CPAP means no more air travel or camping.
Patient Non-Compliance of CPAP machinesClinicians have long realized that compliance with wearing a CPAP is a problem for some patients. 
Almost half of the users stop using it within six months of first use. 
Negative perceptions can influence a patient's compliance.
Medical Equipment in the BedroomPeople resent having to bring a piece of medical equipment into the bedroom. 
It takes up space on the nightstand, the masks and tubes are plainly visible, and users are self-conscious about that people know they have Obstructive Sleep Apnea (OSA).
There is also the perception that the machines are big and loud. That may have been true when they first came out, but they are now small and discrete.
ObesityThere is a common misconception that being diagnosed with sleep apnea means the patient is obese.  
While obese people have a higher incidence of OSA, that is not the only reason people are diagnosed with OSA. 
It can be caused by smoking, by drinking alcohol before bed, by sleep position or even by some medications. 
It can also be physiological, based on the size and shape of nasal passage, the jaw or throat.  Menopause or heredity can also cause OSA.
AgingWhile it is true that the likelihood of needing a CPAP machine rises as one gets older, it does not in itself mean the person in old. 
Incidence of OSA rises with men after 40.. 
Studies have shown that using a CPAP can make a person look and feel younger during waking hours.
IllnessSome patients feel that having to wear a mask to sleep, or even having the mask nearby, makes them look ill. 
They feel their room will look and sound like a hospital room 
What many people don't realize is that one in five of all adult Americans, of both genders, are diagnosed with sleep apnea. It is not an illness but a medical condition that can be treated.
The message needs to be clear to potential CPAP users that they are not sick, but the chances of them becoming ill increases if they do not use the machine. "Long-term, untreated sleep apnea can contribute to many serious conditions, including brain damage, heart disease, high blood pressure, stroke, diabetes, and depression."
TravelTraveling by air with a CPAP, especially if in carry-on luggage, is perceived to be more challenging when going through security. It is also considered especially embarrassing if the passenger needs to use it on an overnight flight.
Camping is also seen as a challenge, especially when it includes hiking. Even in one spot, with no electricity usage can be restricted. 
There are articles online which advise how to go camping with a CPAP, including what to do if your CPAP smells like the smoke of your campfire. 
SexPeople are concerned that having to wear a CPAP mask will harm their ability to be intimate.
Sufferers of OSA often don't realize how the condition has negatively affected all parts of their lives, including their sex life. 
OSA is often a factor in erectile dysfunction (ED) and decreased sex drive.
Recent research has shown that using a CPAP machine not only improves energy but also significantly improves sex drive and ED.
Positive PerceptionsThe perceptions of people who use a CPAP machine and are compliant are different. 
Research has shown that, when a patient is compliant, they see significant improvement in their life. 
Users have more energy.
CPAP lowers blood pressure and reduces the likelihood of heart attack and stroke.
Users sleep better and look younger and healthier.
 Depression decreases.
 Sex drive returns and erectile dysfunction abates.
CPAP compliance in people with diabetes reduces insulin resistance and leads to more stable blood glucose levels. 

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CPAP Trends

Extensive research into the use space of CPAP has revealed three intriguing trends. These trends are the fact that American obesity is driving demand, using sex and vanity to market CPAP therapy, and a continued decline in CPAP therapy adherence. A thorough explanation of each trend follows.
Obesity Driving DemandA 2019 industry report entitled "Global Continuous Positive Airway Pressure Market Research Report" states that CPAP device market size will expand at 7.1% CAGR by 2027.
This demand is being driven by the increasing number of patients with sleep apnea and obesity. In 2016, WHO reported that more than 1.9 billion adults are overweight with 650 million of these being obese.
This same report found 340 million children and adolescents were overweight or obese.
This rising number of obese persons is generating an "exponential demand for CPAP devices market."
Interestingly, a study based in Hong Kong looked at the correlation of using a CPAP machine and the reduced risk of type 2 diabetes.
The study revealed that there was no associated interaction between sleep apnea and obesity during the analysis. However, about one third of the patients who routinely used CPAPs experienced a 52.8% reduction of diabetes.
The researchers are still "in a state of a little bit of confusion" with the results from the study, and have labeled their results as an "association" for the time being.
 Another report highlighted that a CPAP device may greatly increase the chances for a longer life for obese American's with sleep apnea.
The report cited a 62% decline in the odds for death over an 11-year study period for obese Americans that used a CPAP mask.
These reports help to establish a trend of obese individuals utilizing CPAP machines. This is evidenced especially by the medical community's involvement in studying the effects of using the device. 
Finally, the market report figures and estimates give credence to this trend being on the increase.
Vanity and Sex SellsClaims of looking more youthful and experiences a better sex life are being used to market CPAP devices and give them broader appeal.
The CPAP Shop published an article called "5 Things You Should Know about the Benefits of CPAP Compliance." The article cites one benefit of using CPAP is that it slows the aging process and improves a person's looks. The article also aims to instill fear by saying that aging can have a negative effect on relationships and career trajectory.
This same article states that "CPAP compliance can have a definite impact on improving your sex life." It mentions users having more energy, improved sexual performance, and positive impacts on erectile dysfunction.
A study published in 2018 by JAMA Otolaryngology-Head and Neck Surgery found that overall the sex life of both men and women improved in those who suffer from obstructive sleep apnea (OSA) and used a CPAP machine for at least four hours a night.
Dr Rafael Pelayo, a clinical professor at the Stanford Center for Sleep Sciences and Medicine, says that "This is good news, because it says you're not only going to be more awake and have less snoring -- you're also going to be sexier."
The study found that perceived improvements in sexual quality of life was nearly nine times greater for women than it was for men.
A wide variety of articles, videos, and information are published on CPAP use and a person's sex life.
CPAP.com which sells CPAP equipment claims that using a CPAP device will contribute to improved facial appearance. Additionally, they suggest that patients who use the device regularly experience reduced puffiness and redness in their faces, thereby giving them a more youthful appearance. Finally, they comment on improved sexual intimacy and increased libido as a result of routine CPAP usage.
The well-known health technology company Philips has cited a study and comments on the beauty benefits of using CPAP, suggesting that it might be a key to anti-aging.
Studies on the beautifying effects of using CPAP have been ongoing since 2013 or earlier. A trend over the past two years is for retailers to cite these studies, as well as studies focused on improved sex life, as a means for marketing the CPAP therapy devices. 
This is evidenced by not only smaller, niche companies doing so, but also large conglomerates such as Philips.
Decline in Adherence CPAP adherence generally refers to using the therapy regularly for greater than four hours a night.
Research conducted in 2015 over a twenty-year time frame (1994-2015) revealed that CPAP adherence remained persistently low over this time period despite efforts to coach patients and adjust patient behavior. The adherence rate was 34.1% overall for the twenty years.
In 2008, a separate study was conducted to look at patience compliance with CPAP treatments. This study found that 15% of the patients abandoned use of the machine and 31% never filled their initial prescription for it. 
During the four-year period of the study, they found that over 50% did not adhere to their CPAP therapy. The study also cites that subjects may have falsely reported compliance or overestimated their CPAP use.
A new study in 2019 found a staggering 29 to 83% of CPAP patients were non-adherent to their CPAP therapy.
A research paper published in 2019 cited that those over 65 years of age are continuously declining in their adherence to CPAP therapy as they aged.
The American Academy of Sleep Medicine has written about the low rate of adherence. A study revealed "that non-adherent patients were three times more likely to be readmitted to the hospital within 30 days for any cause. They also were two times more likely to be readmitted for cardiovascular reasons."
AAST, a community for sleep care professionals, has also published articles on the importance of CPAP adherence.
The trend has been well-established and continues to progress in a steady decline as noted by the most recent 2019 study and the articles published by leading sleep authorities.