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World Market for Gastrointestinal Devices (Rigid, Flexible and Capsule Endoscopes, Bariatric Surgery, Ostomy Products, Enteral Feeding Pumps and Other Devices)

This report, The World Market for Gastrointestinal Devices, details the market for endoscopes and other devices used for treating gastrointestinal conditions. There are many factors behind the growth of this market. Cancer is one of leading reasons for surgery with more than 1 million new cases of colorectal cancer reported each year around the world. Obesity is another reason for growth. More and more people worldwide are turning to gastric bypass (bariatric surgery) and gastric banding to aide in their weight loss, thus increasing the need for gastrointestinal endoscopy.

Improved technology is another driver for the market. Newer technologies such as capsule endoscopy and other devices have also increased this market. These miniaturized in-vivo robots assist by performing several surgical functions such as visualization, but are not attached to or constrained by laparoscopic tool lever arms. Using robotic cameras inside the body simplifies port and tool placement.

Kalorama's World Market for Gastrointestinal Equipment provides device marketers, manufacturers and investors with market sizes and forecasts for gastrointestinal devices, and equipment, including the following segments:

  • Endoscopes (Rigid, Flexible)
  • Capsule Endoscopes
  • Bariatric Surgery Devices
  • Ostomy Products
  • Enteral Feeding Pumps
  • Other
In addition the report provides the following important data to understanding the gastrointestinal device market:
  • Regional Breakout of Market (US, Europe, Japan, ROW)
  • Product Offerings of Major Vendors
  • Market Share by Major Vendor
  • Recent Mergers and Acquisitions
  • Discussion of Key Industry Trends
  • U.S. and Europe Procedure Volumes (Appendectomy, Bariatric Surgery, Cholecystectomy, Endoscopy, Intestine Transplant, Liver Transplant, Pancreas Transplant)
  • Drivers of Conditions: Stress, Alchohol, Smoking and Caffeine Consumption.
  • Information on Reimbursement of Bariatric Surgery, Upper GI/Colonoscopy, and Cholecystectomy
  • Profiles of Leading Instrument and Equipment Suppliers

Knowing the competitors operating in any device market is crucial to understanding the opportunities. Kalorama has analyzed the key companies in the GI space. Coverage the following companies is included:

  • Boston Scientific Corporation
  • Conmed Corporation
  • Covidien Ltd.
  • Fujinon
  • Given Imaging, Ltd.
  • Johnson & Johnson (Ethicon Endo-Surgery)
  • Karl Storz GmbH & Co KG
  • Olympus Corporation
  • Pentax
  • Stryker Corporation
  • Welch Allyn
In the development of this Kalorama report, research into corporate publications, annual reports, government databases and medical journals was enhanced by a primary research effort involving interviews with market experts and executives to obtain important insights, confirm trends and market forecasts.

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As 'Next Tier Patients' Undergo Gastric Banding and Bypass, GI Device Market Grows

Once an experimental procedure for severely obese people, gastric bypass, and particularly banding, have become more common, driving gastrointestinal device sales, according to healthcare market research publisher Kalorama Information. The number of procedures for gastric banding has increased 22 times since the early 90's according to Kalorama, and this trend is driving the gastrointestinal device market to $14.6 billion in sales. The findings were published in the firm's latest report, The World Market for Gastrointestinal Devices.

"Gastric banding used to be the last resort for the morbidly obese, those who needed to lose in excess of one hundred pounds," said Bruce Carlson, publisher of Kalorama Information. "Now you see procedures for 'next tier' patients, those who are unsuccessful after repeated attempts to reduce their weight through diet and exercise."

Concerns about more threatening conditions such as diabetes and heart disease are encouraging the 'next tier' procedure decisions, Carlson indicated. Procedure volumes were minimal in 1993, with about 16,800 reported for the year. Today, industry sources estimate that there were about 370,000 procedures in 2009. Women account for the largest percentage of these procedures with about 84 percent. And women in their late 30s to early 40s are the most common age group for this procedure.

The device most commonly used to treat obesity is the adjustable gastric band. Banding devices are made of inert materials such as silicone and are implanted around the proximal stomach to decrease food intake. As the world's largest healthcare market continues to struggle with rapidly increasing obesity rates, the U.S. market for devices is expected increase. Paré Surgical Inc, Allergan, Surgical-IOC, Medical Innovation Development, Ethicon Endo-Surgery, Cousin Biotech, Helioscopie SA, and Silimed are among the companies who manufacture these types of devices.

Despite a great deal of publicity about obesity, there continues to be a considerable increase in the incidence of obesity in the U.S. In 2007, more than 65 percent of U.S. states had rates of obesity between 25 and 30 percent, and not a single state had levels less than 18 percent.

This Kalorama Information report includes information on this device market, including products, key players and noticeable trends.


  • Background
  • Scope and Methodology
  • Size and Growth of the Market
  • Key Issues and Trends Affecting Market
  • Leading Competitors
  • Overview
  • Structural Organization of the Gastrointestinal System
    • The Mouth and Salivary Glands
    • Esophagus
    • Stomach
    • Small Intestines
      • Duodenum Section
      • Jejunum Section
      • Ileum Section
    • Large Intestines
      • Cecum Section
      • Colon Section
      • Rectum Section
    • Liver
    • Gall Bladder
    • Pancreas
    • Upper Gastrointestinal Diseases
      • GERD (gastroesophageal reflux disease)
      • Esophageal Cancer
      • Stomach Cancer
      • Ulcers
    • Lower Gastrointestinal Diseases
      • Colon Cancer
      • Crohn’s Disease and Ulcerative Colitis
      • Crohn’s Disorders
      • Diverticulitis
      • Hemorrhoids
      • Irritable Bowel Syndrome (IBS)
    • Accessory System Diseases
      • Liver Cancer
      • Pancreas
    • Diagnostic Procedure Examples
      • Abdominal Ultrasonography
      • Abdominal X-rays
      • Barium Enema and Barium Swallow
      • Abdominal Angiogram
      • Cholecystography
      • Upper Gastrointestinal Series
      • Cholescintigraphy
      • Computed Tomography (CT or CAT) Scan
      • Endoscopy Diagnostic Procedures
      • Anoscopy
      • Colonoscopy
      • Endoscopic Retrograde Cholangiopancreatography
      • Enteroscopy
      • Esophagogastroduodenoscopy
      • Proctoscopy
      • Sigmoidoscopy
      • Capsule Endoscopy
    • Treatment Procedure Examples
      • Appendectomy
      • Bariatric Surgery
      • Restrictive Surgery
      • Combined Restrictive and/or Malabsorptive Surgery
      • Cholecystectomy
      • Colostomy
      • Liver Biopsy
      • Liver Transplantation
    • Procedure Volumes
    • Bariatric surgery
    • Risk Factors Contributing to Gastrointestinal Disease
    • Age and Gastrointestinal Disease
    • Impact of Heavily Caffeinated Foods and Drinks
    • Tobacco and Alcohol Use
    • Tobacco
    • Alcohol
    • Stress
    • Heredity
    • Obesity
  • Overview
  • World Demographics
    • Aging Population
  • Life Expectancy and the Growing Incidence of Gastrointestinal Disease
  • Insurance and Reimbursement Trends
    • Health Insurance Coverage Trends
    • United States
    • Reimbursement Trends
    • Given Imaging and PillCam Reimbursement
      • Obesity and Gastrointestinal Disorders
    • Trends in Bariatric Surgery
      • Growing Demand for Gastrointestinal Endoscopy Procedures
    • Patient Advantages of Gastrointestinal Endoscopy
      • Bariatric Surgery and Endoscopy Techniques
      • Endoscopy and Colorectal Cancer
      • Endoscopy and Foreign Body Removal
  • Robotics and Endoscopic Surgery
  • Natural Orifice Translumenal Endoscopic Surgery
  • Trends in Gastroenterology Professionals
  • Competitor Market Shares and Analysis
  • Primary Location of Providers
  • Competitive Outlook
  • Description of Leading Suppliers and Products
    • Abbott Laboratories
    • Aesculap Surgical
    • Boston Scientific
    • Coloplast Group
    • ConMed
    • ConvaTec
    • Cook Medical
    • Covidien
    • Ethicon- Endo
    • Fresenius Kabi
    • Fujinon Endoscopy
    • Given Imaging
    • Karl Storz
    • Lumenis
    • Olympus Optical
    • Pentax Medical
    • Richard Wolf
    • Stryker Corporation
    • US Endoscopy
    • Welch Allyn
  • Acquisitions and Collaborations
    • Given Imaging and Sierra Scientific
    • Covidien and BARRX Medical
    • Olympus Corporation and Gyrus Plc.
    • Olympus and Spirus Medical
    • Given Imaging and Fujifilm
    • Pentax and Hoya
    • Karl Storz and Endogastric
    • Stryker and Sightline Technologies
  • General Product Descriptions
    • Endoscopes
      • Viewing Sheath (Scope)
      • Flexible
      • Rigid
      • Light Source
      • Fiberoptic Lighting
      • Bulbs
      • Projection Lamp
      • Power Source
      • Battery Box
      • Rheostat
      • Cameras and Video Support
    • Hand Instruments
    • Electrosurgical and Radiofrequency Instruments
    • Insufflators
    • Lasers
    • Other (disposables)
  • Market Overview
  • Market Analysis by Country
  • Market Analysis by Product Classification
  • Overview
  • Boston Scientific Corporation
  • ConMed Corporation
  • Covidien Plc
  • Fujinon Endoscopy
  • Given Imaging, Ltd.
  • (Ethicon Endo-Surgery)
  • Karl Storz GmbH & Co KG
  • Olympus Corporation
  • Stryker Corporation
  • Welch Allyn


  • American Society of Gastrointestinal Endoscopy
  • American Society for Bariatric Physicians
  • American Society for Metabolic and Bariatric Surgery
  • Crohn's & Colitis Foundation of America, Inc.
  • European Liver Transplant Registry - ELTR
  • European Liver and Intestine Transplant Association (ELITA)
  • International Foundation for Functional Gastrointestinal Disorders
  • National Institute of Diabetes and Digestive and Kidney Diseases (NIDDK)
  • Society of Gastroenterology Nurses and Associates, Inc.
  • Society of American Gastrointestinal Endoscopic Surgeons (SAGES)
  • Wound, Ostomy and Continence Nurses Society



  • Table 1-1: Global Gastrointestinal Equipment, Device Market Analysis, 2007-2016

  • Figure 1-1: Global Gastrointestinal Equipment, Device Market Analysis, 2007-2016

  • Table 2-1: Selected Bariatric Surgery Devices, by Company

  • Figure 2-1: U.S. and Europe Procedure Volumes for Digestive System*

  • Figure 2-2: U.S. Civilian Consumption of Selected Beverages, Per Capita, 1980 to 2010

  • Table 2-3: Percent of Smokers by Country

  • Figure 2-3: Average Percent of Smokers Worldwide in Developed Regions

  • Figure 2-4: Alcohol Consumption in the United States, 1980-2010

  • Table 2-4: Signs of Stress: Unemployment Rate, Real GDP, Suicide Rates by Country

  • Table 2-5: Estimated Obesity by Country 2009 Estimates

  • Figure 2-5: Estimated Obesity by Country as a Portion of Total Population 2009 Estimates

  • Figure 2-6: Increases in Obesity by Country—2007 and 2009 Figures

  • Table 2-6: Obesity Rates by State, 2008-2009

  • Table 3-1: World Population by Selected Geographical Region, 2010 - 2050

  • Figure 3-1: World Population by Selected Geographical Region, 2010-2050

  • Table 3-2: Percent Population Over 65 by Year and Region, 2010-2050

  • Figure 3-2: Estimated World Population by Age, 2010 and 2050

  • Table 3-3: Average Life Expectancy in Years by Country 1980, 2004 and 2009

  • 55 Figure 3-3: Average Life Expectancy in Years by Country 1980 and 2009

  • Table 3-4: Health Insurance Trends in the United States, 2008 and 2009

  • Table 3-5: Medicare Trends in the United States, 1990-2010

  • Figure 3-4: Medicare Trends in the United States, 1990-2010

  • Table 3-6: Bariatric Surgery Reimbursement, 2011

  • Table 3-6 (continued): Bariatric Surgery Reimbursement, 2011

  • Table 3-7: Upper GI/Colonoscopy Reimbursement, 2011

  • Table 3-8: Colectomy Reimbursement, 2011

  • Table 3-9: Appendectomy Reimbursement, 2011

  • Table 3-10: Cholecystectomy Reimbursement, 2011

  • Table 3-11: Digestive Disorders Associated with Obesity

  • Table 4-1: Gastrointestinal Equipment, Device, and Consumable Market Estimated Revenues and Market Share of Leading Suppliers 2011

  • Figure 4-2: Gastrointestinal Equipment, Device, and Consumable Market Estimated Revenues and Market Share of Leading Suppliers 2011

  • Table 4-2: Leading Gastrointestinal Instrument and Equipment Suppliers by Primary Location, 2011

  • Figure 4-2: Distribution of Primary Location for Leading Gastrointestinal Instrument and Equipment Suppliers, 2011

  • Table 5-1: Global Gastrointestinal Equipment, Device Market Analysis, 2007-201

  • Figure 5-1: Global Gastrointestinal Equipment, Device Market Analysis, 2007-2016

  • Table 5-2: Global Gastrointestinal Equipment, Device Market Analysis by Region/Country(US, Europe, Japan, ROW), 2011

  • Figure 5-2: Global Gastrointestinal Equipment, Device Market Analysis by Region/Country, 2011

  • Table 5-3: Global Gastrointestinal Equipment, Device Market Analysis Estimated Sales by Product Segment (Endoscopes, Capsule Endoscopes, Bariatric Surgery Devices, Ostomy Products, Enteral Feeding Pumps, Other) 2007-2016

  • Figure 5-3: Global Gastrointestinal Equipment, Device Market Analysis Estimated Sales by Product Segment 2007-2016

  • Figure 5-4: Global Gastrointestinal Equipment, Device Market Analysis Estimated Sales by Product Segment 2011 and 2016

  • Figure 5-5: Market for Endoscopes by Type - Flexible vs. Rigid

    Figure 6-1: Boston Scientific’s Net Revenues, 2009-2011
  • Figure 6-2: ConMed’s Net Revenues, 2009 - 2011

  • Figure 6-3: Covidien’s Net Revenues, 2009 - 2011

  • Figure 6-4: Given Imaging’s Net Revenues 2009-2011

  • Figure 6-5: Johnson & Johnson and Ethicon Endo-Surgery’s Net Revenues, 2009-2011

  • Figure 6-6:Olympus’ Net Revenues, 2009 - 2011

  • Figure 6-7:Stryker’s Net Revenues, 2009 - 2011

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