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Market Segments – Health

NutriKane D

The markets for MediKane products are vast, global, and growing.

The number of cases and the prevalence of diabetes have been steadily increasing over the past many decades. Research by the International Diabetes Federation shows that there are 463 million people diagnosed with diabetes globally. The total estimate for people who are diabetic and pre-diabetic is 920 million. This is almost double the statistics from 1980. Factors driving this dramatic rise include lifestyle, food choices, excessive weight gain and obesity.


Diabetes is now one of the top 10 causes of death globally.

Diabetes was the direct cause of 4 million deaths in 2017, with a further 2.2 million deaths attributed to diabetes related conditions including cardiovascular and other diseases impacted by higher than optimal blood sugar levels.

On World Health Day 2016, the World Health Organisation (WHO) issued a call to action on diabetes, drawing attention to the need to step up prevention and treatment of the condition globally.

In Australia, Diabetes Australia estimates that 1.2 million people are currently diagnosed with diabetes. There are also an additional 500,000 undiagnosed cases. The cost of treating diabetes in Australia is $14.6 billion p.a.

The national cost of diabetes in the USA was US$327 billion pa (2017).

Diabetes is the leading cause of preventable blindness in Australia.

There are more than 4,000 amputations every year in Australia.

There are no ‘blockbuster drugs on the horizon’ to cure diabetes, so treatment focuses on managing the blood sugar levels over the lifetime of those patients.

Pharmaceuticals are not yet a solution for the problem of diabetes:

  • They cannot be taken by all patients (e.g. Metformin cannot be used by patients with chronic kidney disease).
  • Their efficacy deteriorates over time due to habituation.
  • Many drugs can cause serious negative side effects.
  • Interventions become life critical when medicines and insulin injections cannot manage blood sugar levels.
  • Taking insulin is invasive. Insulin dosing is by injection as stomach acid will destroy it if taken orally.

Clinical trials have shown that NutriKane D has a positive impact on diabetic patients. Using NutriKane D improves the efficacy of interventions and progression to secondary or tertiary stages becomes delayed or even prevented.

As a food product, NutriKane D cannot make direct claims regarding efficacy for diabetes, however it has been approved for claims (by the Food Standards Australia New Zealand (FSANZ)) relating to the management of blood sugar levels, which is the critical determinant for diabetes sufferers.

MediKane’s key markets for diabetes are the USA, China and India, and the table below shows the prevalence of diabetes in these markets. When combined, these markets represent 50% of the potential global diabetes market.

All figures are in millions


Diabetes – 2013

Diabetes - 2015

Diabetes – 2040

















Source: International Diabetes Federation Atlas (IDF) – Across the Globe

All figures are in millions

In summary:

  • In 2015, the IDF estimated that 422 million people were living with diabetes – expected to increase to 642 million by 2040
  • The incidence of diabetes is increasing in every country
  • 12% of global health expenditure is spent on diabetes - US$673 billion
  • 1 in 7 births is affected by gestational diabetes
  • 1 in 11 adults has diabetes globally
  • Diabetes is now a key UN health priority
  • No natural products proven to help
  • No drug fully treats diabetes and nothing as yet cures diabetes
  • 1 person dies from diabetes every six seconds

    The table below shows the accessible markets as advised to MediKane by the International Diabetes Federation.  These initial markets are only a fraction of the potential markets in these countries but can be accessed in the near term. MediKane will target larger segments in each of these markets in future years.

    All figures are in millions



    Diabetic population

    Accessible Market
















     All figures are number of people

    The accessible market for NutriKane D is defined as people living with Type 2 diabetes, using oral drugs, looking for natural medications, can afford the product and who can access the product (i.e. good distribution networks and retail outlets); this represents approximately 60 million people worldwide.

    Of those 60 million people, MediKane is focused on the accessible markets in Australia and the USA in the short term, which together total 5.7 million people.

    In Australia, MediKane has been working closely with the Australian Diabetes Educators Association (ADEA) to increase the awareness of the product and its efficacy. ADEA’s educators are champions of NutriKane D and are increasingly recommending NutriKane D to diabetes patients for superior, effective, all-natural management of the disease.

    The USA is the most significant market for MediKane for both the diabetes product and the hospital product. Note that the number of people living with diabetes in the USA is lower than in both India and China. However due to superior healthcare services, superior infrastructure, ease of communicating with consumers and high average wealth, the USA is MediKane’s key market.

    That is the reason MediKane established a base office, and entity in the USA. MediKane USA LLC is an owned subsidiary, incorporated in Delaware with its office in Manhattan, New York, NY. Its CEO is a former Diabetes Australia executive, Michael Goldman.

    The International Diabetes Federation is expressing caution for people living with diabetes in the COVOD-19 environment: NutriKane has been shown to help people with diabetes and also to improve the health of the immune system by directly influencing the microbiome.

    “Older people and people with pre-existing medical conditions (such as diabetes, heart disease and asthma) appear to be more vulnerable to becoming severely ill with the COVID-19 virus. When people with diabetes develop a viral infection, it can be harder to treat due to fluctuations in blood glucose levels and, possibly, the presence of diabetes complications. There appear to be two reasons for this. Firstly, the immune system is compromised, making it harder to fight the virus and likely leading to a longer recovery period. Secondly, the virus may thrive in an environment of elevated blood glucose.”