Femtech & Fertility Products


  • Identify and detail trends regarding the use of over-the-counter pregnancy and fertility products.
  • Identify what consumers think/feel about leading brands for pregnancy tests (i.e. Clear Blue, First Response, etc.).
  • Identify what products are available over-the-counter to support fertility, and of those, identify which are the most popular (not including pregnancy tests).
  • Identify and detail any new and innovative product launches in femtech.
  • Identify how consumers in the U.S. think about the Clearblue brand.
  • Identify how consumers in the U.K. think about the Clearblue brand.
  • Identify and detail trends regarding male fertility in consumer products, whether online or in-stores.
  • The overall goal of each of the above points is to evaluate a potential new client.

Early Findings

femtech trends

  • According to research carried out by Frost & Sullivan, the femtech industry is expected to be worth approximately $50 billion by 2026.
  • Approximately 21% of all femtech companies are focused on the healthcare industry via mobile apps and direct-to-consumer services.
  • As per CB Insights, the femtech industry is most commonly broken down into the following categories: fertility solutions, period/fertility tracking apps, at-home fertility monitoring devices, pregnancy/nursing care, pelvic care, general healthcare, period care goods, and sexual wellness.

innovative product launches

  • Research from JWT Intelligence notes that some up-and-coming brands for femtech include Unbound, Ohnut, the Tia mobile app, Fitbit Versa, and Monument Health, among others.


  • According to Numerator Insights, most consumers that purchase Clearblue products shopping at drug stores, and almost half of shoppers are between the ages of 25-34.
  • On Amazon, 61% of reviews for Clearblue Plus Pregnancy Tests were 5-star ratings.

Proposed next steps:

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