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Taboo & Prevalence

Hemorrhoids are a highly prevalent disease that affects more than 25% of the global population. The number of people who experienced hemorrhoids at least once in a lifetime is very close to the number of anemia cases around the world and is slightly lower compared to the number of hypertension cases. In most cases, hemorrhoids are not a life-threatening condition, however it provides a lot of discomfort for patients and can be a long companion which recquries an interventive procedures. Despite high prevalence, hemorrhoids are a very sensitive topic, and most of the patients discreetly treat the symptoms. An interesting fact is that more than 90% of patients experience shyness over the physical examination and try to postpone it as long as possible. It is the main reason for a strong self-treatment culture around hemorrhoids, which is economically supported by OTC products (ointments, supplements, and creams).

Gen Z & Millenials
Each new year provides more market share to Gen Z and Millenials on the one side, and on the other side, these generations are becoming older, having more self-cautiousness about their health. Hemorrhoids are one of the diseases that grow very fast within this generation due to a sedentary lifestyle (long office hours) and less fiber (~90% consume an inadequate amount of fiber). These specific market situations stimulate the growth of the new products within the hemorrhoids sector and are only growing. However, the healthcare systems experience hundreds of millions of dollars in losses due to more frequent surgeries, postponed treatment of hemorrhoids, and anal cancer.
Below is information about the following problems:
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