What is Customer Demographics and Target Market of Insulet Company?

Historically, Insulet's core demographic focused on individuals with Type 1 diabetes. However, the FDA clearance of Omnipod 5 for Type 2 diabetes patients has significantly broadened this base, making it the first automated insulin delivery system indicated for both types.

The expansion into the Type 2 diabetes market is a key strategic move. In Q4 2024, Type 2 users represented over 30% of new customer starts in the U.S., with a target to reach over 40% of the 2.5 million insulin-intensive Type 2 population in 2025.

As of February 20, 2025, Insulet has achieved a significant milestone, with an estimated 500,000 active global customers using Omnipod products. Of these, 365,000 global customers are utilizing the Omnipod 5 system.

While specific demographic breakdowns by age, gender, or income are not publicly detailed, the focus on both Type 1 and insulin-intensive Type 2 diabetes suggests a broad age range, from pediatric to adult users, and diverse socioeconomic backgrounds.

The United States stands as a primary market for Insulet, where its Omnipod system has achieved the leading position in new customer starts and is the most prescribed automated insulin delivery system. In 2024, U.S. Omnipod revenue reached $1.5 billion, marking a substantial 20.6% increase, with projections indicating continued growth of 16% to 20% in 2025.

Internationally, Insulet has experienced robust expansion, with Omnipod revenue increasing by 27.6% in 2024 to $523.4 million. The company forecasts international revenue to grow by 22% to 26% in 2025, driven by strong adoption in key European markets like the U.K., Germany, France, and the Netherlands.

Recent international advancements include the launch of Omnipod 5 in Italy, Denmark, Finland, Norway, and Sweden, featuring integrations with leading continuous glucose monitoring (CGM) sensors. Further expansion into Canada and Switzerland occurred in Q1 2025, bringing the total international market launches to 13, with plans to enter the Middle East by early 2026.

Insulet addresses regional differences in customer demographics and preferences through tailored offerings and marketing. This approach, coupled with stable utilization trends and strategic pricing, supports its impressive international revenue growth. The company's focus on expanding access to Omnipod 5 globally, through various CGM integrations, highlights its commitment to localization and meeting diverse patient needs, a key aspect of its Marketing Strategy of Insulet.

A significant driver for customer acquisition is the FDA clearance of Omnipod 5 for Type 2 diabetes patients in the U.S. Insulet aims to reach over 40% of the 2.5 million insulin-intensive Type 2 population in 2025 by expanding its sales force and utilizing clinical data.

Marketing efforts include digital platforms, such as the Omnipod 5 App for iPhone, and engaging collaborations like the Marvel partnership. These initiatives aim to connect with potential customers through relatable and empowering content.

Insulet has successfully converted users from multiple daily injection (MDI) methods, with over 85% of U.S. new starts in the recent period coming from this segment. This highlights effective strategies in transitioning patients to their insulin pump system.

Customer retention is bolstered by the user-friendly design and advanced features of the Omnipod system, particularly the Omnipod 5's automated insulin delivery through CGM integration. This improves glycemic control and simplifies diabetes management.