The fertility test market is projected to reach USD 680 Million by 2025 from USD 472 Million in 2020, at a CAGR of 7.5 % during the forecast period. Growth in this market is primarily driven by the increasing first-time pregnancy age in women, declining fertility rate among men and women, growing number of women suffering from disorders such as PCOS, emergence of advanced ovulation monitors, and the increased awareness of fertility testing in both developed as well as developing countries. On the other hand, the unproven accuracy of urine-based ovulation monitors in women suffering from PCOS and the lesser precision to confirm ovulation using ovulation prediction kits are the factors that are expected to restrain market growth to a certain extent in the coming years.
The competitive landscape includes the analysis of the key growth strategies adopted by major players between 2017–2020 to expand their global presence and increase their market shares in fertility test market. The key growth strategies adopted by the top players in the market include product launches and approvals, agreements, expansions, and acquisitions. Product launches and enhancement were the most widely adopted growth strategies by market players in the last three years to garner a larger share of the market. In 2020, the fertility test market was dominated by Swiss Precision Diagnostics (Switzerland), Church & Dwight (US), Prestige Brand Holdings (US) and Babystart (UK).
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As of 2020, Swiss Precision Diagnostics holds the leading position in the global fertility test market. The company is one of the leading manufacturers and suppliers of fertility/ovulation tests for women. Clearblue is the flagship product of the company and has a very strong brand presence in countries such as the US, the UK, and Europe. Along with this, the company’s wide distribution network and innovative marketing strategies are the key factors contributing to its dominant share in the market. With the aim to maintain its dominant share in this highly competitive market, SPD focuses on product launches as its key growth strategy.
Church & Dwight (US) held the second position in the global fertility test market. The company has a strong geographic presence with subsidiaries across seven countries, including the UK, France, Germany, Canada, Mexico, Australia, and Brazil. Church & Dwight provides its fertility testing products to a large customer base through its wide distribution network across 130 countries. The company is focusing its efforts to increase awareness about issues related to infertility and help women understand their reproductive health and fertile window to improve the conception rate. Church & Dwight is expected to witness growth in the coming years due to its multiple initiatives to create awareness regarding fertility.
Prestige Brands Holdings (US) is engaged in the manufacturing, marketing, and distribution of OTC healthcare and household cleaning products in the US, Canada, Australia, and other international markets. It sold its women’s healthcare, pregnancy, and fertility testing products under the brand e.p.t. As of January 2017, NFI Consumer Healthcare (US), a division of Gregory Pharmaceutical Holdings (US), acquired the e.p.t brand from Prestige Brands Holdings. NFI is an innovative consumer products company that manufactures and distributes several brands of nutritional supplements in the Health and Beauty Care Category. With this acquisition, NFI entered into the womens health OTC market, and is focusing on enhancing its sales and marketing efforts so that it can expand into existing and new market channels. With its focus primarily on the increasing awareness on fertility and the development of technologically advanced products, the company is expected to witness significant growth in the market during the forecast period.
Fertility Test Market by Product (Ovulation Predictor Kits, Fertility Monitors (Urine, Saliva, Blood)), Mode of Purchase (OTC, Prescription, Online), Application (Female, Male), End User (Home care, Fertility clinics, hospitals) - Global Forecast to 2025
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