Self Diagnostics - US - February 2010

SCOPE AND THEMES
What you need to know
Definition
Data sources
Sales data
Consumer survey data
Advertising creative
Abbreviations and terms
Abbreviations
Terms
EXECUTIVE SUMMARY
Disparate segments paint a complex picture
The segments at a glance
Blood glucose monitors
Home pregnancy tests
Blood pressure monitors
Urine tests/kits
Lancet/device and testing accessories
Ovulation prediction kits
Retail feeling the economic pinch
Key consumer findings
At-home testing
Pregnancy and ovulation tests
Diabetes and blood sugar testing
Cholesterol testing
Impact of race and Hispanic origin
INSIGHTS AND OPPORTUNITIES
Encouraging healthier living
Cross promotion of conditions
Using technology
Helping customers to get through lean financial times
INSPIRE INSIGHTS
 TREND: NO HEALTH SECRETS
What it’s about: the age of transparency
Test buddies
 TREND: GOLDEN BULLET
What it’s about: Using medicine as a targeted cure
Self diagnostics play directly to customized treatment
MARKET SIZE AND FORECAST
Key points
Recession weakens market
Sales and forecast of self diagnostics
Figure 1: FDMx sales of self diagnostics, at current prices, 2004-14
Figure 2: FDMx sales of self diagnostics, at inflation-adjusted prices, 2004-14
Walmart sales
COMPETITIVE CONTEXT
The importance of reliability and accuracy
Accreditation and bonding pose challenges for suppliers
Mail service and internet channels thrive
Figure 3: 1 800 MEDICINE Diabetic Supplies, television ad, 2008
SEGMENT PERFORMANCE
Key points
FDMx sales impacted by insurance and economy
Sales of self diagnostics, by segment
Figure 4: FDMx sales of self diagnostics, by type, 2007 and 2009
SEGMENT PERFORMANCE—BLOOD GLUCOSE MONITORS
Key points
Monitor sales dip through FDMx
Innovations rife, but will insurance pay?
Sales and forecast of blood glucose tests
Figure 5: FDMx sales of blood glucose tests, 2004-14
SEGMENT PERFORMANCE—HOME PREGNANCY TESTS
Key points
Poor economy: Fewer babies
Sales and forecast of home pregnancy tests
Figure 6: FDMx sales of home pregnancy tests, 2004-14
SEGMENT PERFORMANCE—BLOOD PRESSURE MONITORS
Key points
Blood pressure “through the roof”
Sales and forecast of blood pressure tests
Figure 7: FDMx sales of blood pressure tests, 2004-14
SEGMENT PERFORMANCE—URINE TESTS/KITS
Key points
Urine test segment the bright spot
Sales and forecast of urine tests/kits
Figure 8: FDMx sales of urine tests/kits, 2004-14
SEGMENT PERFORMANCE—LANCET/DEVICE AND TESTING ACCESSORIES
Key points
Insurance coverage flattens sales
Sales and forecast of lancet/device and testing accessories
Figure 9: FDMx sales of lancet/device and testing accessories, 2004-14
SEGMENT PERFORMANCE—OVULATION PREDICTION KITS
Key points
Recession dampens demand
Sales and forecast of ovulation prediction kits
Figure 10: FDMx sales of ovulation predication kits, 2004-14
RETAIL CHANNELS
Key points
Myriad competitive forces impact retail
Sales of self diagnostics, by channel
Figure 11: FDMx sales of self diagnostics, by channel, 2007 and 2009
RETAIL CHANNELS—DRUG STORES
Key points
Drug stores reign for retail
Drug store sales of self diagnostics
Figure 12: Drug store sales of self diagnostics, at current prices, 2004-09
RETAIL CHANNELS—FOOD STORES AND OTHER
Key points
Food stores and other outlets gain market share
Food stores’ and other retailers’ sales of self diagnostics
Figure 13: Food stores’ and other outlets’ sales of self diagnostics, at current prices, 2004-09
MARKET DRIVERS
The economic double-edged sword
Insurance coverage and self diagnostics
Figure 14: Unemployment rate of the U.S. population, January 1999-December 2009
The obesity link
Figure 15: Age-adjusted prevalence of being overweight, obese, or extremely obese, among adults aged 20 or older, 1988-2008
Diabetes
Figure 16: Increase in age-adjusted diabetes among adults aged 20+, 1988-2006
High blood pressure
Figure 17: Heart health conditions, by age, September 2009
Pregnancy
Figure 18: Fertility rate and number of births, 1998-2008
Figure 19: U.S. female population, by age, 2005-15
DEMOGRAPHIC MARKET FACTORS
An aging population
Figure 20: U.S. population, by age, 2005-15
Figure 21: Heart ailments suffered in past 12 months, by age, April 2008-June 2009
Figure 22: Incidence of diabetes among adults aged 20+, by age, 2003-06
Men at higher risk
Figure 23: Overweight/obesity rates, by age, 2008
Figure 24: Increase in age-adjusted diabetes among adults aged 20+, by gender, 1988-2006
Figure 25: Regular monitoring of heart health, by gender, September 2009
Race/Hispanic origin
Figure 26: Incidence of age-adjusted diabetes among adults aged 20+, by race/Hispanic origin, 2006
Kids and teens
Diabetes a growing concern
Figure 27: Prevalence of overweight among children and adolescents aged 2-19, 1976-2008
Teen pregnancy
LEADING COMPANIES
Key points
Johnson & Johnson losing ground; private label sees success
Manufacturer sales of self diagnostics
Figure 28: Manufacturer FDMx sales of self diagnostics in the U.S., 2008 and 2009
BRAND SHARE—BLOOD GLUCOSE MONITORS
Key points
Despite overall losses a few stars emerge
Future forecast: Small, efficient and on the go
Manufacturer and brand sales of blood glucose monitors
Figure 29: Selected FDMx brand sales and market share of blood glucose monitors in the U.S., 2008 and 2009
BRAND SHARE—HOME PREGNANCY TESTS
Key points
Pregnancy postponed in recession
Spotlight on Clearblue Easy
Figure 30: Clearblue Easy Digital Pregnancy Test television ad, 2009
Private label sales strong
Manufacturer and brand sales of home pregnancy tests
Figure 31: Selected FDMx brand sales and market share of home pregnancy tests in the U.S., 2008 and 2009
BRAND SHARE—BLOOD PRESSURE MONITORS
Key point
Private label the lead story
Manufacturer and brand sales of blood pressure monitors
Figure 32: Selected FDMx brand sales and market share of blood pressure monitors in the U.S., 2008 and 2009
BRAND SHARE—URINE TESTS/KITS
Key points
Drug and in-vitro gender tests dominate segment
Manufacturer and brand sales of urine tests/kits
Figure 33: Selected FDMx brand sales and market share of urine tests/kits in the U.S., 2008 and 2009
BRAND SHARE—LANCET/DEVICES AND TESTING ACCESSORIES
Key points
Kindler, gentler products well received
Manufacturer and brand sales of lancet/devices and testing accessories
Figure 34: Selected FDMx brand sales and market share of lancet/devices and testing accessories in the U.S., 2008 and 2009
BRAND SHARE—OVULATION TESTS
Key points
Leading brands bleed sales and share
Spotlight on First Response
Figure 35: First Response, television ad, 2008
Manufacturer and brand sales of ovulation tests
Figure 36: Selected FDMx brand sales and market share of ovulation tests in the U.S., 2008 and 2009
INNOVATION AND INNOVATORS
Technological advancements move market forward
Private label
A peek into the future
BRANDS AND THE ADVERTISING LANDSCAPE
Overview of the brand landscape
Roche Diagnostics: Accu-Chek
Figure 37: Brand analysis of Accu-Chek, 2010
Online
TV commercial
Figure 38: Accu-Chek, television ad, 2009
LifeScan: OneTouch
Figure 39: Brand analysis of OneTouch, 2010
Online
TV commercial
Figure 40: OneTouch, television ad, 2009
Church & Dwight Co. Inc: First Response
Figure 41: Brand analysis of First Response, 2010
Online
TV commercial
Figure 42: First Response Fertility Test, television ad, 2009
AT-HOME TESTING
Key points
“Blood tests” top for frequency
Figure 43: At-home testing in past year, 2007 and 2009
Figure 44: At-home testing in past year, by gender, November 2009
Figure 45: At-home testing in past year, by age, November 2009
PURCHASE HABITS
Key points
Home test most often purchased
Figure 46: Where tests were acquired, by age, November 2009
Figure 47: Where tests were acquired, by type of test taken, November 2009
Doctors have the greatest influence
Figure 48: Factors influencing at-home test purchase, by gender, November 2009
Figure 49: Factors influencing at-home test purchase, by age, November 2009
PREGNANCY AND OVULATION TESTS
Key points
Pregnancy test use remains steady: some shifts in brands
Figure 50: Pregnancy test usage and brands among women, 2004/05-2008/09
All it takes is one. Usually.
Figure 51: Pregnancy testing habits and brand loyalty, November 2009
Figure 52: Attitudes towards pregnancy testing, November 2009
Ovulation testing
DIABETES AND BLOOD SUGAR TESTING
Key points
Insurance coverage
Figure 53: Average percentage of diabetes testing supplies covered by insurance, November 2009
Figure 54: Affordability of blood sugar testing supplies and insurance coverage, by gender, November 2009
Interest in blood sugar testing developments
Figure 55: Interest in blood sugar testing system developments, by gender, November 2009
Figure 56: Interest in blood sugar testing system developments, by age, November 2009
CHOLESTEROL TESTING
Key points
Insurance coverage
Figure 57: Average percentage of cholesterol testing supplies covered by insurance, November 2009
Figure 58: Affordability of blood sugar testing supplies and insurance coverage, by gender, November 2009
Interest in cholesterol testing developments
Figure 59: Interest in blood cholesterol testing system developments, by gender, November 2009
Figure 60: Interest in blood cholesterol testing system developments, by age, November 2009
IMPACT OF RACE AND HISPANIC ORIGIN
Key points
Hispanics the strongest customers for the range of tests
Figure 61: At-home testing in past year, by race/Hispanic origin, November 2009
Importance of retail outlets in appealing to Hispanics
Figure 62: Where tests were acquired, by race/Hispanic origin, November 2009
Figure 63: Factors influencing at-home test purchase, by race/Hispanic origin, November 2009
Figure 64: Average percentage of diabetes and cholesterol testing supplies covered by insurance, by race/Hispanic origin, November 2009
Concerns about and interest in development of blood sugar/cholesterol tests
Figure 65: Interest in blood sugar testing system developments, by race/Hispanic origin, November 2009
Figure 66: Interest in blood cholesterol testing system developments, by race/Hispanic origin, November 2009
CUSTOM CONSUMER GROUPS: OVER-55S
Figure 67: At-home testing in past year—over-55s, by gender, November 2009
Figure 68: Tests paid for or free—over-55s, by gender, November 2009
Figure 69: Factors influencing at-home test purchase—over-55s, by gender, November 2009
Figure 70: Interest in blood sugar testing system developments—over-55s, by gender, November 2009
Figure 71: Interest in blood sugar testing system developments—over-55s, by gender, November 2009
IRI/BUILDERS PANEL—KEY HOUSEHOLD PURCHASE MEASURES
 OVERVIEW OF SELF DIAGNOSTICS
 GLUCOSE MONITORS
Consumer insights on key purchase measures
Brand map
Figure 72: Brand map, selected brands of glucose monitors, buying rate, by household penetration, 52 weeks ending June 28, 2009
Brand leader characteristics
Key purchase measures
Figure 73: Key purchase measures for the top brands of glucose monitors, by household penetration, 52 weeks ending June 28, 2009
 TESTING ACCESSORIES
Consumer insights on key purchase measures
Brand map
Figure 74: Brand map, selected brands of testing accessories, buying rate, by household penetration, 52 weeks ending June 28, 2009
Brand leader characteristics
Key purchase measures
Figure 75: Key purchase measures for the top brands of testing accessories, by household penetration, 52 weeks ending June 28, 2009
 BLOOD PRESSURE KITS
Consumer insights on key purchase measures
Brand map
Figure 76: Brand map, selected brands of blood pressure kit, buying rate, by household penetration, 52 weeks ending June 28, 2009
Brand leader characteristics
Key purchase measures
Figure 77: Key purchase measures for the top brands of blood pressure kits, by household penetration, 52 weeks ending June 28, 2009
APPENDIX: OTHER USEFUL CONSUMER TABLES
The impact of household income
Figure 78: At-home testing in past year, by household income, November 2009
Figure 79: Where tests were acquired, by household income, November 2009
Figure 80: Reasons for specific purchase, by household income, November 2009
Regional differences
Figure 81: At-home testing in past year, by region, November 2009
Pregnancy testing and race/Hispanic origin
Figure 82: Pregnancy test usage and brands, by race/Hispanic origin, 2005-09
APPENDIX: IRI/BUILDERS PANEL DATA DEFINITIONS
IRI Consumer Network Metrics
APPENDIX: TRADE ASSOCIATIONS