U.S. Digital Pregnancy Test Kits Market

2021 Analysis and Review: U.S. Digital Pregnancy Test Kits Market by Product– Branded Test Kits and Private Label Test Kits for 2021 – 2031

Key Highlights from Report

  • Which is the Top-selling Product in the U.S. Digital Pregnancy Test Kits Market?

    Branded test kits are the top-selling products in the market, accounting for over 87% of the revenue share generated by 2031. Branded test kits have gained traction in the market owing to their easy availability and wider selection of options.

  • Which are Some of the Leading Companies Offering Digital Pregnancy Test Kits in the U.S.?

    Some of the leading companies in the competitive landscape are Swiss Precision Diagnostics GmbH, Church & Dwight Co., Inc., Gregory Pharmaceutical Holdings, Inc., Mankind Pharma (Lifestar LLC), Sugentech, Inc., NTBIO Diagnostics Inc., Bio-AMD and others. As per FMI analysis, over 72% of the market share is currently covered by the top 2 players.

  • Which is the Leading Distribution Channel Digital Pregnancy Test Kits in the U.S.? 

    Retail sales are expected to dominate the market over the forecast period, generating a revenue of US$ 117.8 Mn by 2031, owing to the ease of high stock availability. Drug stores currently lead the market, with revenue expected to reach US$ 32.6 Mn by 2031.

Key Points Covered in U.S. Digital Pregnancy Test Kits Market Study

  • Market estimates and forecast 2016-2031
  • Key drivers and restraints impacting market growth
  • Segment-wise, and Country-wise Analysis
  • Competition Mapping and Benchmarking
  • Brand share and Market Share Analysis
  • Key Product Innovations
  • COVID-19 Impact on sale of Digital Pregnancy Test Kits and How to Navigate
  • Recommendation on Key Winning Strategies

2016-2020 Digital Pregnancy Test Kits Market Outlook Compared to 2021-2031 Forecast

Driven by rising demand for the self-home pregnancy tests and the growing preference for digital pregnancy test kits over analog variants, bolstered growth in the U.S. digital pregnancy test kits market that grew at an exponential 13.2% CAGR registered during 2016-2020.

Consistent growth of demand for self-detecting pregnancy test kits adopted by working women, allows for reduced need for lab tests such as ultrasound scans, which is a major factor that will boost market growth in coming years.

Increasing awareness regarding the availability of digital pregnancy test kits, and rising preference for these products over analog options has propelled the digital pregnancy test kits market in recent years. The growing advancements of pregnancy technologies creates a conducive environment for growth.

The growing incidence of inaccurate interpretation due to the visibility of lines has inclined consumer preference towards digital pregnancy test kits that are convenient while providing accurate results on digital screens. This, in turn, is widening the customer base, aiding long-term growth.

According to the Centers for Disease Control, one in eight couples have trouble conceiving or sustaining a pregnancy, due to age, health issues, or other factors. This indicates that there is a need in the market for cost-efficient and accurate conception indicators.

For example, Swiss Precision Diagnostics GmbH has launched Clearblue digital pregnancy test kit with advanced features such as smart countdown and week estimator.

Moreover, the rising teenage pregnancy rate, has pushed manufacturers to conduct promotional campaigns that engage celebrities to influence and promote their products among the rural populations while expanding distribution networks worldwide.

These factors have positively anticipated the growth of the digital pregnancy test kits market. According to data published in BMJ journal, in about 1 in 475 pregnancies, women are unaware of the pregnancy until 20 weeks of the gestation period or longer.

According to the FMI report the market is expected to rise at a 6.0% CAGR between 2021 and 2031.

How are Initiatives by Governments Supporting Demand of Digital Pregnancy Test Kits?

Growing investment in various initiatives by manufacturers to support women’s health is expected to drive the U.S. digital pregnancy test kits market.

For instance, in October 2017, Prega News, the Mankind pregnancy test kits brand, has rolled a digital campaign titled ‘#JustTalk’ to create awareness about prenatal depression in women on account of World Mental Health Day.

The campaign captures insights focused on women’s emotional needs during pregnancy, with prenatal depression being common and completely normal. Expecting women need to be careful and take precautions as they are prone to additional risks, which has an adverse effect on mental health conditions. This campaign expects to promote their brand and expand their portfolio.

Additionally, governments are focusing on improving women’s health through various awareness and healthcare programs. This, in turn, is expected to fuel growth of the digital pregnancy test kits market. For instance, the Office of Women’s Health, in the U.S. Department of Health provides guidance on the use of pregnancy tests.

What Are the Key Trends in the Digital Pregnancy Test Kits Market?

The rapid adoption of digital pregnancy test kits over analog options is expected to boost the U.S. digital pregnancy test kits market. Women often find difficulty in interpreting test results in the case of analog pregnancy test kits that show lines while indicating pregnancy, which has shifted the preference for digital pregnancy test kits that provide direct to the digital screen.

The results of the feasibility study conducted by Clearblue in 2013 revealed that the use of digital devices has reduced the chances of errors and misinterpretation by 70%.

 For instance, First Response PRO are increasing the usage of digital pregnancy test kits including connectivity to the smartphone via Bluetooth. Moreover, women tend to get multiple confirmations for their pregnancy.

Thus, to meet customer demand manufacturers are offering combo packs with 2-way confirmation of their pregnancy. Swiss Precision Diagnostics have introduced a Clearblue Combo pack that can give 2-way confirmation of pregnancy.

The combo consists of Clearblue Rapid Detection Pregnancy Tests which gives a quick result with a clear plus (+) or minus (-) and a clear digital result in words – 'Pregnant or 'Not Pregnant' on with a Smart Countdown feature.

What Are the Factors Restraining Market Growth?

Advanced pregnancy test kits cost more as compared to the analog alternatives. Women with low income are unable to afford high-cost digital pregnancy kits which in turn may affect the demand for advanced digital pregnancy test kits devices.

For instance, in the U.S. the basic versions of digital pregnancy kits cost for over US$ 10 and advanced versions may cost to around US$ 20 or more. These kits allow for around 2-3 tests each. Therefore, one test costs between US$ 5-15.

However, one conventional pregnancy test strip costs less than US$ 1 which is significantly more affordable. Additionally, incidence of product recalls is expected to impede the digital pregnancy test kits market in the U.S.

What are the Key Strategies Adopted by U.S. Digital Pregnancy Test Kits Market Players?

These smart features in digital pregnancy test kits have made detecting pregnancy easier even in home settings. Efforts to cut down on costs will prove beneficial to market players in the long term.

Leading players are focusing on co-promotions and co-marketing of their advanced products to expand their commercial presence within the country, gaining traction in the U.S. market.

For instance, Church & Dwight Co. Ltd., a major company in the digital pregnancy test kit, has already collaborated with Walmart to promote its brands

What is the Impact of the COVID-19 Crisis on the U.S. Digital Pregnancy Test Kits Market?

The COVID-19 crisis had a significant impact on the digital pregnancy test kits market in the U.S. The pandemic had brought unprecedented challenges to the country’s economy, society, and health.

The shortage of supplies, postponement in lab visits have been matters of concern, impeding day-to-day diagnostic test processes.

Additionally, many couples that have planned for babies during the pandemic, reflecting a preference for home-pregnancy test kits that has in turn, increased the demand for digital pregnancy test kits.

For instance, according to UNICEF, around 116 million babies will be born during the COVID-19 pandemic.

Category-wise Insights

Why the Demand for Branded Test Kits Continuously Rising?

Branded test kits will hold 85% of the market in 2021 and the trend will continue throughout the forecast period. The growing preference towards digital pregnancy test kits over analog options offered by the leading players through hypermarkets and supermarkets will rise strongly in the near future.

Also, increasingly affordable prices have supported demand for branded test kits across various end use settings. Local players cannot afford to invest in advanced innovations, which has slowed down the demand for private label test kits.

Why Do Retail Sales Dominate the U.S. Digital Pregnancy Test Kits Market?

Retail sales have dominated the digital pregnancy test kits market holding the highest share of over 53% of the market owing to easier availability of stock with a wider price and functionality range.

The preference for products for use in home settings, at lower costs is a primary factor that will aid growth through the end of the forecast period in 2031.

Competitive Landscape

Companies operating in the U.S. digital pregnancy test kits market are adopting various strategies to expand their product portfolios to address the demand of an expanding patient pool in the market.

They are implementing promotional strategies including direct marketing and online sales with a customer and distribution channel to grow their footprint across the country.

Additionally, the co-promotion and co-marketing strategies being followed by leading manufacturers will increase the popularity of digital pregnancy test kits in the market.

For instance, collaboration of leading manufacturers with e-commerce portals such as Walmart and Amazon will uplift their brand image.

In November 2020, Mankind Pharma’s Prega News gave a digital marketing mandate to Team Pumpkin including media planning, social media, ORM and media buying strategies for the market in India.

In March 2021, the company announced a new D2C channel in collaboration with leading e-commerce platforms with plans to invest up to 35% of digital marketing sales, leveraging the impact of the covid-19 pandemic.

In October 2020,ClearBlue unveiled a new  digital pregnancy test kit with a smart countdown feature, in addition to the use of a flood guard technology to minimize risk of inaccuracies during messy tests.

Some of the leading companies operating in the market are:

  • Swiss Precision Diagnostics GmbH
  • Church & Dwight Co., Inc.
  • Gregory Pharmaceutical Holdings, Inc.
  • Mankind Pharma (Lifestar LLC)
  • Sugentech, Inc.
  • NTBIO Diagnostics Inc.
  • Bio-AMD

*The list is not exhaustive, and only for representational purposes. Full competitive intelligence with SWOT analysis available in the report.

Scope of Report



Forecast Period


Historical Data Available for


Market Analysis

USD Million for Value, Pricing Analysis US$, and Volume (Units)

Key Countries Covered


Key Segments Covered

Product type, and Distribution Channel

Key Companies Profiled

  • Swiss Precision Diagnostics GmbH
  • Church & Dwight Co., Inc.
  • Gregory Pharmaceutical Holdings, Inc.
  • Mankind Pharma (Lifestar LLC)
  • Sugentech, Inc.
  • NTBIO Diagnostics Inc.
  • Bio-AMD

Report Coverage

Market Forecast, Company Share Analysis, Competition Intelligence, DROT Analysis, Market Dynamics, Brand Share Analysis, Brand share wise pricing Analysis, Competition Deep Dive and Strategic Growth Initiatives

Customization & Pricing

Available upon Request

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Digital Pregnancy Test Kits Market by Category

By Product:

  • Branded Test Kits
  • Private Label Test Kits

By Distribution Channel:

  • Institutional Sales
    • Hospital Pharmacies
    • Gynaecology Clinics
    • IVF Clinics
    • Maternity Care Centers
  • Retail Sales
    • Retail Pharmacies
    • Drug Stores
    • Hypermarkets & Supermarkets
    • Online Sales

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U.S. Digital Pregnancy Test Kits Market