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Pregnancy - US - August 2016

"The US continues to experience low birth rates. Despite this, the topic of prenatal and postnatal maternal health care for women continues to intensify and brands and companies have an opportunity to be a part of this conversation. Women are up against many health ailments, affecting both the mind and body. In order to alleviate these issues, and learn about other pregnancy related topics, women are seeking out information from various sources to better inform themselves. There are opportunities to keep women informed, particularly first-time moms, provide safe health products for mom (and baby), and even redesign the way women shop for maternal health care products."
-Marissa Gilbert, Health and Wellness Analyst

This report discusses the following key topics:

  • Slow sales in the pregnancy self diagnostic market
  • Pregnancy isn’t easy on the body or mind
  • Some women are turning away from medications during pregnancy

This Report provides an overview of the various stages of pregnancy as it relates to the health care industry. The focus of this Report is on the attitudes and behaviors of women trying to get pregnant, are currently pregnant, or were recently pregnant, and their attitudes towards maternal health care.

Also defined in this Report are:

  • First time mothers: Females who are trying to get pregnant for the first time, are currently pregnant for the first time or who had their first baby within the past year.
  • Experienced mothers: Females who are trying to get pregnant after already given birth to at least one child, are pregnant for the second or more time or who had their second or more child within the past year.

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Slow sales in the pregnancy self diagnostic market
            • Figure 1: MULO sales of pregnancy and ovulation tests, rolling 52 weeks 2015 and 2016
          • Pregnancy isn’t easy on the body or mind
            • Figure 2: Health issues, June 2016
          • Some women are turning away from medications during pregnancy
            • Figure 3: Usage of medications, June 2016
          • The opportunities
            • Give first time moms more of what they want: information
              • Figure 4: Don’t have information but would like some on prenatal and postnatal topics, by motherhood experience, June 2016
            • Make prenatal and postnatal a one-stop shopping experience
              • Figure 5: Interest in a pregnancy specific health section, by pregnancy status, June 2016
            • Maternal health brands could sponsor content on pregnancy related websites
              • Figure 6: sources of information, June 2016
            • What it means
            • The Market – W hat You Need to Know

              • Moderate growth projected for female population in “childbearing years”
                • Number of births dip back down in 2015
                  • More women are attaining advanced degrees
                    • Birth control accessibility negatively impacts birth rates
                    • Market Factors

                      • Population of women in “childbearing years” set to increase; but not as much as total female population
                        • Figure 7: Female population by age, 2011-21
                      • After a slight increase in 2014, a baby boom in 2015 doesn’t transpire
                        • Figure 8: Number of births in the US, 2007-15
                        • Figure 9: Number of births in the US, by age of mother, final 2014 and preliminary 2015
                      • Non-White female populations growing more rapidly
                        • Figure 10: US female population, by race and Hispanic origin, 2011-21
                        • Figure 11: Number of births in the US, by race and Hispanic origin of mother, preliminary 2015
                      • Women are attaining college educations, which could delay childbearing
                        • Figure 12: Educational attainment of the female population aged 25 and older, 2006-15
                    • Market Perspective

                      • Birth control accessibility negatively impacts birth rates
                        • Figure 13: Usage of contraceptive methods among women aged 15-44, 2011-13
                    • Key Players – What You Need to Know

                      • Pregnancy self diagnostic tests experience marginal growth
                        • Health insurance coverage and mental health care improving
                          • Zika and maternal mortality rates threaten the health of pregnant women
                            • Paid maternity/paternity policies and breastfeeding support at a tipping point
                            • Manufacturer Sales of Pregnancy Self Diagnostics

                              • Slow sales in the pregnancy self diagnostic market
                                • Figure 14: MULO sales of pregnancy and ovulation tests, rolling 52 weeks 2015 and 2016
                              • Private label and First Response account for more than half of pregnancy test sales
                                • Figure 15: Used a pregnancy test in the past 12 months, February 2015-March 2016
                                • Figure 16: MULO sales of pregnancy tests, by leading companies and brands, rolling 52 weeks 2015 and 2016
                              • Clearblue is the clear leader in ovulation self diagnostics segment
                                • Figure 17: MULO sales of ovulation tests, by leading companies and brands, rolling 52 weeks 2015 and 2016
                            • What’s Working?

                              • More people have health insurance coverage; Affordable Care Act mandates maternal care coverage
                                • Figure 18: Percentage of people with health insurance coverage, by age, 2013 and 2014
                              • Mental health given some much needed attention
                                • Pregnancy: There’s countless apps for that
                                • What’s Struggling?

                                  • The threat of Zika, changing guidelines, and lack of research
                                    • The US maternal mortality rate is high, racial disparities exist
                                    • What’s Next?

                                      • US maternity/paternity leave (or lack thereof) put in the spotlight
                                        • End breastfeeding taboos
                                        • The Consumer – What You Need to Know

                                          • Health ailments during pregnancy are par for the course
                                            • Prenatal vitamins and internal pain relievers are pregnancy necessities
                                              • Health care providers are the gatekeepers for what’s safe to take
                                                • Women feel they are relatively informed on many pregnancy topics
                                                  • All women seek out several sources for pregnancy related information; first time moms even more
                                                    • Women are confirming pregnancy with multiple tests
                                                    • Health Issues

                                                        • Pregnancy brings on numerous ailments
                                                          • Figure 19: Health issues, June 2016
                                                        • The stage of pregnancy influences prevalence of issues
                                                          • Figure 20: Select health issues, by pregnancy status, June 2016
                                                        • Ailments are a newer experience for younger women
                                                          • Figure 21: Select health issues, by age, June 2016
                                                        • More children, more problems
                                                          • Figure 22: Select health issues, by number of children in household, June 2016
                                                      • Usage of Health Care Remedies

                                                          • Women are taking their prenatal vitamin
                                                            • Figure 23: Usage of supplements, June 2016
                                                          • Pain relievers are used second most, after prenatal vitamins
                                                              • Figure 24: Usage of medications, June 2016
                                                            • The majority of women are using menstruation products
                                                              • Figure 25: Usage of feminine hygiene products, June 2016
                                                            • Some women are changing their personal care products
                                                                • Figure 26: Usage of personal care products, June 2016
                                                            • Attitudes toward Purchasing Health Care Remedies

                                                                • Health care providers are the gatekeepers for what’s safe to take
                                                                  • Figure 27: Attitudes toward purchasing remedies, by motherhood experience, June 2016
                                                                • A pregnancy specific health care aisle in-store draws interest
                                                                  • Figure 28: Interest in a pregnancy specific health section, by pregnancy status, June 2016
                                                                  • Figure 29: Attitudes toward in-store navigation and product exploration, by Hispanic origin and area, June 2016
                                                                • In their words
                                                                  • Brand name products are not essential
                                                                    • Figure 30: Attitudes toward brand name and private label products, June 2016
                                                                  • Fair interest for vitamins, minerals and alternative remedies exists
                                                                    • Figure 31: Attitudes toward additional vitamins/minerals and alternatives to medication, June 2016
                                                                • Information Gap

                                                                    • Women feel they are well informed on many pregnancy topics
                                                                      • Figure 32: Correspondence analysis – Information gap, June 2016
                                                                    • Correspondence methodology
                                                                      • Moderate interest in prenatal vitamin and skincare product information
                                                                        • Figure 33: Information gap of prenatal topics, June 2016
                                                                      • Women feel confident in postnatal knowledge
                                                                          • Figure 34: Information gap of postnatal topics, June 2016
                                                                        • First time moms want more information
                                                                          • Figure 35: Don’t have information but would like some on prenatal topics, by motherhood experience, June 2016
                                                                          • Figure 36: Don’t have information but would like some on postnatal topics, by motherhood experience, June 2016
                                                                        • Women are more informed on the impact of the Zika virus than travel constraints
                                                                          • Figure 37: Zika information gap, June 2016
                                                                          • Figure 38: Zika information gap, by race and Hispanic origin, census region, and pregnancy status, June 2016
                                                                      • Sources of Information

                                                                          • Women seek out pregnancy related information
                                                                            • Figure 39: Sources of information, June 2016
                                                                          • In their words
                                                                            • First time moms seek out popular sources for information most
                                                                              • Figure 40: sources of information, by motherhood experience, June 2016
                                                                            • The stage of pregnancy impacts where women turn for information
                                                                              • Figure 41: Medical professional and pregnancy related websites sought for information, by pregnancy status, June 2016
                                                                          • Perceptions of Ovulation and Pregnancy Tests

                                                                              • Good news for pregnancy test sales; women want additional confirmation
                                                                                • Figure 42: Number of pregnancy tests to confirm results, by motherhood experience, June 2016
                                                                              • Women mostly choose pregnancy test brand while in-store
                                                                                • Figure 43: Purchasing influencers for pregnancy tests, by motherhood experience, June 2016
                                                                              • More than one third of women trying to get pregnant research ovulation test brands
                                                                                • Figure 44: Purchasing influencers for ovulation tests, by actively trying to get pregnant, and employment status, June 2016
                                                                              • Store brand pregnancy tests are worth the savings to some
                                                                                • Figure 45: Perceptions of store brand tests, by employment status and pregnancy status, June 2016
                                                                              • Tech options have mixed appeal
                                                                                • Figure 46: Interest in Bluetooth connected test results, by race and Hispanic origin, employment status, and motherhood experience, June 2016
                                                                                • Figure 47: Interest in app to track ovulation test results, by pregnancy status, June 2016
                                                                            • Appendix – Data Sources and Abbreviations

                                                                              • Data sources
                                                                                • Sales data
                                                                                  • Consumer survey data
                                                                                    • Consumer qualitative research
                                                                                      • Abbreviations and terms
                                                                                        • Abbreviations
                                                                                          • Terms
                                                                                          • Appendix – Key Players

                                                                                              • Figure 48: MULO sales of pregnancy self diagnostics, by leading companies, rolling 52 weeks 2015 and 2016
                                                                                          • Appendix – Consumer

                                                                                            • Additional qualitative data
                                                                                              • How women feel about themselves during pregnancy
                                                                                                • Brands that understand women during pregnancy
                                                                                                  • Medications or health care products for baby

                                                                                                  Companies Covered

                                                                                                  • Walmart Stores (USA)

                                                                                                  Pregnancy - US - August 2016

                                                                                                  US $3,995.00 (Excl.Tax)