Take aged care and home care products as one example. A lot of buying in this category runs through government funding; Home Care Packages, the NDIS and schemes like CAPS and the person deciding what to buy is often not the end user at all, but an adult child or carer ordering on someone else’s behalf. Several obvious product categories, including mobility aids and continence products, are also legally medical devices in Australia. They can’t be sold here without local approval, whatever’s required in the brand’s home market.

None of that shows up in a market size report. It shows up when Screen checks the regulatory status and the funding pathway before anything goes live and when Signal runs paid advertising at the actual decision-maker rather than the end user, then reads the real conversion and repeat-purchase data that comes back. The same approach applies whether the category is aged care, pet care or home electronics: find out what actually drives the purchase before betting stock and a distributor agreement on a guess.