Drivers: Increasing First-Time Pregnancy Age
Over the last few decades, the average age of first-time pregnancy has increased drastically across the globe, owing to the decline in first births among teenage women and the increase in first births among women over the age of 30. According to the OECD, the average age at which women give birth now stands at 30 or above; this trend is mostly being observed as women across the globe are showcasing a greater preference for postponing first-time pregnancies.
Restraints: Lesser Precision of Ovulation Prediction Kits
Ovulation prediction kits measure the luteinizing hormone (LH) surge that precedes about 24-36 hours prior to ovulation. These kits, however, cannot accurately confirm ovulation. In conditions such as luteinized unruptured follicle syndrome (in which a woman’s egg fails to emerge from its follicle after the LH surge occurs), ovulation predictors fail to give accurate results. Also, urinary LH measurement is only predictive of the onset of ovulation and cannot determine the date of ovulation or anovulation, thereby only indicating a very small period (of only about two days) of the fertile window.
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Challenges: High Cost of Fertility Testing Monitors
Price and brand recognition are two important criteria for the adoption of fertility testing kits and monitors across the globe. Being elective and non-reimbursable in nature, the price of a device is a prime determinant for its use. Although advanced branded fertility monitors possess high accuracy in identifying the fertility window, they are priced at a premium due to the high costs involved in maintaining brand loyalty, obtaining regulatory approvals, and incorporating the software in the systems. Owing to the high cost of these fertility monitors, a very limited number of patients in developing countries can afford them. This, in turn, is limiting the acceptance of these products, mainly in developing countries.
Opportunities: Emerging Nations to Offer New Growth Avenues
Emerging markets such as China, India, Brazil, and Mexico are expected to offer significant growth opportunities to players operating in the fertility test market. The demand for fertility and ovulation monitors in emerging countries is expected to grow significantly in the coming years due to the rising infertility rates, increasing prevalence of PCOS and obesity, growing fertility education, and easy availability of fertility monitors through e-commerce websites, pharmacies, and retail shops/drugstores. In addition, friendly regulatory policies and less competition among players in developing markets (as compared to developed markets) have encouraged companies to focus on emerging countries.
Recent Developments:
# February 2021, Fertility Focus partnered with ExSeed Health, a home-based sperm testing company. Under this partnership, both companies would together provide solutions to couples planning a pregnancy.
# May 2019, Fertility Focus (UK) launched an updated version of OvuSense App- OvuSense App v.2—with features such as increased flexibility in data viewing (three different ways), more choices for logging events than most of the apps, and increased accuracy in terms of monitoring cycles.
# January 2017, NFI Consumer Healthcare (US), a division of Gregory Pharmaceutical Holdings (US), completed the acquisition of the e.p.t OTC pregnancy.
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