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CPAP.com Consumer Preferences Report These quarterly CPAP.com sales numbers are an indication of which products self pay
consumers choose to purchase. They act as an effective gauge of true consumer preference and possible future trends.
About the Numbers:
Q1 numbers only include sales data from dates: 1/1/10 - 3/14/10
Our Analysis:
The Everest 3 is extending it's dominant lead with more than 30% of all Individual Machine sales. The Zzz-PAP from Probasics continues to march forward, improving to a 15.2% share of total sales from a previous 11.3%.
Much of the growth seems to have come at the cost of Resmed & Respironics machines with the M Series Plus, S8 Escape and M Series DS100 each losing significant order share.
About the Numbers:
Q1 numbers only include sales data from dates: 1/1/10 - 3/14/10
Our Analysis:
Resmed's AutoSet II is completely dominating the APAP category as it increases it's share of total sales from 36.7% to a stunning 45.1% to keep it's #1 ranking.
Much of the gain has come as Respironics loses order share with the M Series Auto AFLEX and continues to struggle with the new PR Auto as customers react to the high initial price and confusing advertising policy that makes it difficult to get the true price for the machine.
Resmed's new line of APAP machines, the S9, launched in early May and has started to build momentum with 6.6% of total APAP orders. However, new advertising policies may limit the sale of the new S9 machine. As we've seen from the lackluster performance of the PR Auto, customers may start moving towards other machine options if the difficulty of finding the product price becomes an issue.
About the Numbers:
Q1 numbers only include sales data from dates: 1/1/10 - 3/14/10.
Our Analysis:
Philips Respironics continues to hold a dominate lead in the Bilevel category with the #1 and #2 top selling machines, claiming 62.3% of all BiLevel sales.
In the most recent week, there's been a large jump in orders for the PR System One BiPAP Auto which has risen from 1.2% to 15.6% of all BiPAP orders.
The M Series BiPAP continues to hold the #1 position by a 3 to 1 margin.
About the Numbers:
Q1 numbers only include sales data from dates: 1/1/10 - 3/14/10
Our Analysis:
The Everest 3 continues to hold the #1 positions by large margin making up more than 30% of all CPAP Machines sold.
Orders for the M Series have fallen from 26.7% to 19% with the Zzz-PAP from PMI Probasics and S8 II from Resmed gaining as a result.
About the Numbers:
Q1 numbers only include sales data from dates: 1/1/10 - 3/7/10
About the Numbers:
Q1 numbers only include sales data from dates: 1/1/10 - 3/14/10
Our Analysis:
The top three sellers are all gel masks. The ComfortGel mask from Respironics continues to hold a dominate portion of Nasal Mask sales, consisting 26.3% of all total nasal maks sales.
The Mirage SoftGel, released in Q4 of 2009, continues to gain in sales momentum, going from 11.3% to 14% of total sales. However, all other masks from Resmed (Ultra Mirage II, Activa, Activa LT) have seen a decline in their share of sales. Could it be that the Resmed Mirage SoftGel is taking market share from other Resmed masks rather than from Phillips Respironics Gel offerings?
About the Numbers:
Q1 numbers only include sales data from dates: 1/1/10 - 3/14/10
Our Analysis:
Resmed is dominating the Full Face Mask, keeping a commanding lead with the Mirage Quattro and the Ultra Mirage making up 48% of all full face mask orders.
Resmed is also dominating the Nasal Pillow Category and now have the #2 mask in the Nasal Mask race with their new Mirage Softgel. While Resmed's new advertising policies may change the landscape in the near future, Philips Respironics is still under intense pressure to get back into the game with new and better mask offerings.
About the Numbers:
Q1 numbers only include sales data from dates: 1/1/10 - 3/14/10
Our Analysis:
Swift FX was released for sale 2/1/10 and has quickly made it's way to become the best selling Nasal Pillow Mask. We expect that this mask will continue to keep the top spot for some time.
The success of the Swift FX has caused a huge drop in the sales of every other Nasal Pillow Mask in the top ten. Resmed now has over 70% market share in this growing category.
About the Numbers:
Q1 numbers only include sales data from dates: 1/1/10 - 3/14/10
Our Analysis:
Nasal masks have sunk to the lowest market share ever. Both Nasal Pillow and Full Face Masks are growing in use. This is a boost for Resmed who lead in both of the growing categories.
Respironics currently leads in the Nasal Mask category but has a limited presence in the Full Face category and almost no presence in Nasal Pillow masks.
About the Numbers:
Q1 numbers only include sales data from dates: 1/1/10 - 3/14/10
Our Analysis:
This category is remarkable and unique in pointing out how market forces and customer demands work together to meet needs. Two small companies, competing with billion dollar behemoths have almost a third of the sales and continue to take market share.
cpap.com Quarterly Comments Q1 numbers only include sales data from dates: 1/1/10 - 3/14/10 .
The top three selling nasal masks are gel masks. The top six full face masks are silicone rubber. If one material is superior, one would think it would dominate both mask categorizes.
Full Face masks are selling at a record high of 20% of all masks sold. Perhaps cold season and related blocked sinus issues are affecting purchase decisions.
Resmed has recently launched two masks that are performing extremely well. Both the Mirage SoftGel and the Swift FX appear headed for number one market share within their respective categories. Respironics currently leads in the Nasal Mask category but has a limited presence for Full Face and Nasal Pillow masks. As the use of Full Face and Nasal Pillow masks rises, Resmed is well positioned to benefit.
In early March of Q1, Resmed launched the new S9 line of CPAP machines and we've seen a very positive response from the CPAPTalk community. However, new Resmed price policies will hinder the sale of these machines.
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About These Numbers
Traditionally, CPAP equipment is dispensed by local providers who accept insurance as payment.
Consumer choice of equipment through local providers is limited.
The CPAP.com business model is cash up front in exchange for CPAP equipment. The consumer makes their choice of
equipment and purchases the equipment with their own money.
These quarterly CPAP.com sales numbers indicate which products self pay customers choose to purchase. They act as
an effective guage of true consumer preference. They also indicate future industry trends as more and more customers
turn to the internet for product information and guidance, decide on a product and request it from their local
provider.
Please send questions, comments and suggestions regarding these numbers to salesreport@cpap.com
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6.3%
4.2%
