Key Players
Competitive Landscape
Fertility treatment nutrition brands will compete on treatment-stage coverage, regimen simplicity and clinical quality signals over the forecast period. Fairhaven Health, Theralogix and Ovaterra will gain share through practitioner positioning and published study references. Bird&Be, Proceive and Needed rely on couple packs and treatment-stage systems, and Zita West and Ritual extend fertility support from consumer health platforms. Supplier positions will shift slowly, as efficacy claims face clinician scrutiny. Theralogix launched OvaNAD+ in March 2026, and Bird&Be raised USD 13 million in September 2026 to fund clinical studies and retail growth [13] [3]. Analysts at FMI see brands pairing a multinutrient base with evidence-backed add-on modules securing the most durable repeat purchasing.
Company developments mapped to drivers, trends and opportunities (2026-2036)
| Development | Driver | Trend | Opportunity |
|---|---|---|---|
| Theralogix | March 2026: launched OvaNAD+, a women's fertility supplement built on nicotinamide riboside and pterostilbene [3] | Women preparing for treatment seek targeted egg-quality support. | Specialty products are being layered on top of a preconception base. | Add-on modules with disciplined claims will lift spend per regimen. |
| Bird&Be | September 2026: raised USD 13 million in a Series A to fund clinical studies, retail presence and clinical distribution [13] | Clinicians and buyers scrutinize the evidence behind fertility claims. | Brands are funding product-specific trials. | Registered study data will set supplier offers apart in clinician channels. |
| Bird&Be | March 2026: expanded from 300 to nearly 1,000 Ulta Beauty stores with female and male Fertility Power Prenatal [5] | Couples want fertility nutrition in stores already on the weekly shopping route. | Fertility brands are moving from DTC into mass retail. | Broader shelf presence will add first-time buyers for couple regimens. |
Source: FMI, Fertility Treatment Nutrition Market Report, 2026-2036.
Who Leads the Fertility Treatment Nutrition Market?
No single brand controls fertility treatment nutrition. Fairhaven Health, Theralogix and Ovaterra lead in clinical and practitioner-oriented reproductive nutrition. Bird&Be, Proceive and Needed lead in protocol packs and couple-centered systems. Zita West and Ritual stand out in consumer-lifestyle fertility support tied to preconception or prenatal journeys, using guided shopping, direct education and differentiated formats.
Which Companies Offer Clinically Positioned Fertility Supplements?
Sales of practitioner-oriented fertility nutrition come mainly from Fairhaven Health, Theralogix and Ovaterra. All three score High on treatment-stage coverage, pack architecture and clinical substantiation in the FMI benchmark. Theralogix launched OvaNAD+ in March 2026, a women's fertility supplement built around nicotinamide riboside and pterostilbene for egg-quality support [3]. Ovaterra documents fertility-center use across multiple continents [14].
Which Companies Sell Couple and Protocol Fertility Packs?
Demand for coordinated male and female regimens is served by Bird&Be, Proceive and Needed. Needed sells Sperm Support+ within a Men's Fertility Support Plan, extending a perinatal-nutrition system into male fertility [4]. Bird&Be expanded to nearly 1,000 Ulta Beauty stores in March 2026 and raised USD 13 million in September 2026 for clinical studies and retail growth [13] [5]. Proceive reported a 2025 expansion into the USA and UAE after earlier retail growth [7].
Which Companies Link Fertility Support to Prenatal Brands?
Adoption of lifestyle-led fertility products is led by Zita West and Ritual. Zita West links products to IVF-clinic experience and stage-based consultation, with a UK-led direct and practitioner presence. Ritual extends an established prenatal platform with Fertility Support, a twice-daily powder drink mix delivering CoQ10, N-acetyl-L-cysteine and myo-inositol at clinically studied amounts [6].
Representative Company Overview
| Company | Positioning | Verified Development |
|---|---|---|
| Fairhaven Health | Broad reproductive-nutrition portfolio for women and men with practitioner positioning in the United States and Canada. | Fairhaven Health sells combo packs such as the FH PRO Fertility Multivitamin Combo Pack and scores High on all three FMI benchmark criteria [15]. |
| Theralogix | Clinically oriented fertility supplement maker with documented North American online reach. | In March 2026, Theralogix launched OvaNAD+ for egg-quality, ovarian-health and reproductive-energy support [3]. |
| Bird&Be | Protocol-pack brand offering sex-specific products and couples plans in the United States and Canada. | In September 2026, Bird&Be raised USD 13 million in a Series A to fund clinical studies, retail presence and clinical distribution [13]. |
| Ovaterra | Reproductive-nutrition brand with fertility-professional positioning and documented fertility-center use across multiple continents [14]. | Ovaterra pairs a broad fertility assortment with published study references and scores High across the FMI benchmark. |
| Zita West | UK-led fertility brand linking products to IVF-clinic experience and stage-based consultation. | Zita West sells fertility supplements through a UK-led direct and practitioner presence, backed by clinical expertise [16]. |
| Proceive | Couple-centered fertility system brand with distribution across Ireland, the UK, the USA, the UAE, Cyprus and selected Asian markets. | In 2025, Proceive reported expansion into the USA and UAE after earlier retail growth [7]. |
| Needed | US-led DTC perinatal-nutrition brand offering male and female fertility plans. | Needed sells Sperm Support+ within a Men's Fertility Support Plan, extending the brand's perinatal system into male fertility [4]. |
| Ritual | Prenatal-focused consumer brand extending into fertility support through US DTC and retail. | Ritual sells Fertility Support as a twice-daily powder drink mix built to deliver ingredient amounts at clinically studied dosages [6]. |
Company Selection and Benchmark Notes
FMI selected eight companies with documented fertility-positioned nutrition products for women, men or couples. Each company is scored on treatment-stage fertility coverage, couple and protocol pack architecture, and clinical substantiation and quality signals, with ratings of High or Medium. Unavailable public information is left unscored and is not treated as Low. The report profiles each brand as a separate company, with no parent-level grouping.
