Table of Contents
Executive Summary
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- The issues
- Slow sales in the pregnancy self diagnostic market
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- Figure 1: MULO sales of pregnancy and ovulation tests, rolling 52 weeks 2015 and 2016
- Pregnancy isn’t easy on the body or mind
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- Figure 2: Health issues, June 2016
- Some women are turning away from medications during pregnancy
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- Figure 3: Usage of medications, June 2016
- The opportunities
- Give first time moms more of what they want: information
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- Figure 4: Don’t have information but would like some on prenatal and postnatal topics, by motherhood experience, June 2016
- Make prenatal and postnatal a one-stop shopping experience
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- Figure 5: Interest in a pregnancy specific health section, by pregnancy status, June 2016
- Maternal health brands could sponsor content on pregnancy related websites
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- Figure 6: sources of information, June 2016
- What it means
The Market – W hat You Need to Know
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- Moderate growth projected for female population in “childbearing years”
- Number of births dip back down in 2015
- More women are attaining advanced degrees
- Birth control accessibility negatively impacts birth rates
Market Factors
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- Population of women in “childbearing years” set to increase; but not as much as total female population
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- Figure 7: Female population by age, 2011-21
- After a slight increase in 2014, a baby boom in 2015 doesn’t transpire
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- Figure 8: Number of births in the US, 2007-15
- Figure 9: Number of births in the US, by age of mother, final 2014 and preliminary 2015
- Non-White female populations growing more rapidly
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- Figure 10: US female population, by race and Hispanic origin, 2011-21
- Figure 11: Number of births in the US, by race and Hispanic origin of mother, preliminary 2015
- Women are attaining college educations, which could delay childbearing
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- Figure 12: Educational attainment of the female population aged 25 and older, 2006-15
Market Perspective
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- Birth control accessibility negatively impacts birth rates
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- Figure 13: Usage of contraceptive methods among women aged 15-44, 2011-13
Key Players – What You Need to Know
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- Pregnancy self diagnostic tests experience marginal growth
- Health insurance coverage and mental health care improving
- Zika and maternal mortality rates threaten the health of pregnant women
- Paid maternity/paternity policies and breastfeeding support at a tipping point
Manufacturer Sales of Pregnancy Self Diagnostics
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- Slow sales in the pregnancy self diagnostic market
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- Figure 14: MULO sales of pregnancy and ovulation tests, rolling 52 weeks 2015 and 2016
- Private label and First Response account for more than half of pregnancy test sales
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- Figure 15: Used a pregnancy test in the past 12 months, February 2015-March 2016
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- Figure 16: MULO sales of pregnancy tests, by leading companies and brands, rolling 52 weeks 2015 and 2016
- Clearblue is the clear leader in ovulation self diagnostics segment
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- Figure 17: MULO sales of ovulation tests, by leading companies and brands, rolling 52 weeks 2015 and 2016
What’s Working?
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- More people have health insurance coverage; Affordable Care Act mandates maternal care coverage
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- Figure 18: Percentage of people with health insurance coverage, by age, 2013 and 2014
- Mental health given some much needed attention
- Pregnancy: There’s countless apps for that
What’s Struggling?
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- The threat of Zika, changing guidelines, and lack of research
- The US maternal mortality rate is high, racial disparities exist
What’s Next?
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- US maternity/paternity leave (or lack thereof) put in the spotlight
- End breastfeeding taboos
The Consumer – What You Need to Know
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- Health ailments during pregnancy are par for the course
- Prenatal vitamins and internal pain relievers are pregnancy necessities
- Health care providers are the gatekeepers for what’s safe to take
- Women feel they are relatively informed on many pregnancy topics
- All women seek out several sources for pregnancy related information; first time moms even more
- Women are confirming pregnancy with multiple tests
Health Issues
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- Pregnancy brings on numerous ailments
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- Figure 19: Health issues, June 2016
- The stage of pregnancy influences prevalence of issues
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- Figure 20: Select health issues, by pregnancy status, June 2016
- Ailments are a newer experience for younger women
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- Figure 21: Select health issues, by age, June 2016
- More children, more problems
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- Figure 22: Select health issues, by number of children in household, June 2016
Usage of Health Care Remedies
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- Women are taking their prenatal vitamin
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- Figure 23: Usage of supplements, June 2016
- Pain relievers are used second most, after prenatal vitamins
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- Figure 24: Usage of medications, June 2016
- The majority of women are using menstruation products
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- Figure 25: Usage of feminine hygiene products, June 2016
- Some women are changing their personal care products
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- Figure 26: Usage of personal care products, June 2016
Attitudes toward Purchasing Health Care Remedies
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- Health care providers are the gatekeepers for what’s safe to take
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- Figure 27: Attitudes toward purchasing remedies, by motherhood experience, June 2016
- A pregnancy specific health care aisle in-store draws interest
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- Figure 28: Interest in a pregnancy specific health section, by pregnancy status, June 2016
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- Figure 29: Attitudes toward in-store navigation and product exploration, by Hispanic origin and area, June 2016
- In their words
- Brand name products are not essential
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- Figure 30: Attitudes toward brand name and private label products, June 2016
- Fair interest for vitamins, minerals and alternative remedies exists
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- Figure 31: Attitudes toward additional vitamins/minerals and alternatives to medication, June 2016
Information Gap
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- Women feel they are well informed on many pregnancy topics
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- Figure 32: Correspondence analysis – Information gap, June 2016
- Correspondence methodology
- Moderate interest in prenatal vitamin and skincare product information
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- Figure 33: Information gap of prenatal topics, June 2016
- Women feel confident in postnatal knowledge
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- Figure 34: Information gap of postnatal topics, June 2016
- First time moms want more information
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- Figure 35: Don’t have information but would like some on prenatal topics, by motherhood experience, June 2016
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- Figure 36: Don’t have information but would like some on postnatal topics, by motherhood experience, June 2016
- Women are more informed on the impact of the Zika virus than travel constraints
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- Figure 37: Zika information gap, June 2016
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- Figure 38: Zika information gap, by race and Hispanic origin, census region, and pregnancy status, June 2016
Sources of Information
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- Women seek out pregnancy related information
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- Figure 39: Sources of information, June 2016
- In their words
- First time moms seek out popular sources for information most
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- Figure 40: sources of information, by motherhood experience, June 2016
- The stage of pregnancy impacts where women turn for information
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- Figure 41: Medical professional and pregnancy related websites sought for information, by pregnancy status, June 2016
Perceptions of Ovulation and Pregnancy Tests
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- Good news for pregnancy test sales; women want additional confirmation
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- Figure 42: Number of pregnancy tests to confirm results, by motherhood experience, June 2016
- Women mostly choose pregnancy test brand while in-store
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- Figure 43: Purchasing influencers for pregnancy tests, by motherhood experience, June 2016
- More than one third of women trying to get pregnant research ovulation test brands
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- Figure 44: Purchasing influencers for ovulation tests, by actively trying to get pregnant, and employment status, June 2016
- Store brand pregnancy tests are worth the savings to some
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- Figure 45: Perceptions of store brand tests, by employment status and pregnancy status, June 2016
- Tech options have mixed appeal
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- Figure 46: Interest in Bluetooth connected test results, by race and Hispanic origin, employment status, and motherhood experience, June 2016
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- Figure 47: Interest in app to track ovulation test results, by pregnancy status, June 2016
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Consumer survey data
- Consumer qualitative research
- Abbreviations and terms
- Abbreviations
- Terms
Appendix – Key Players
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- Figure 48: MULO sales of pregnancy self diagnostics, by leading companies, rolling 52 weeks 2015 and 2016
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Appendix – Consumer
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- Additional qualitative data
- How women feel about themselves during pregnancy
- Brands that understand women during pregnancy
- Medications or health care products for baby
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