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Self Diagnostics - US - February 2010

The self diagnostics market is made up of a diverse group of products that are thriving or flailing due to the economy. For medical segments—mainly those that involve the testing of blood—testing is more of a necessity and is often covered by insurance, which has impacted retail sales. At the same time, people are postponing pregnancy while waiting for better economic times, thereby dampening sales of home pregnancy tests. There has been a strong showing for products that allow for discrete and inexpensive testing at home, as is found in the smaller segment of urine tests. Finally, private label products are proving to be the tortoise to the brand name’s hare in the race for sales success.

This report’s highlights include the following:

  • The importance of accuracy across all self diagnostic segments
  • The disparate role of demographics in the various segments
  • The future of less invasive, less painful testing
  • How cross-promoting products can benefit both manufacturers and consumers
  • What makes brick-and-mortar stand out in the highly competitive retail world
  • How brands use advertising to spread their unique message
  • The role of technology, currently and going forward
  • How to best target the key group of Baby Boomers
  • How targeting “high-risk” populations can help bolster out-of-pocket purchases

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Advertising creative
                • Abbreviations and terms
                  • Abbreviations
                    • Terms
                    • Executive Summary

                      • Disparate segments paint a complex picture
                        • The segments at a glance
                          • Blood glucose monitors
                            • Home pregnancy tests
                              • Blood pressure monitors
                                • Urine tests/kits
                                  • Lancet/device and testing accessories
                                    • Ovulation prediction kits
                                      • Retail feeling the economic pinch
                                        • Key consumer findings
                                          • At-home testing
                                            • Pregnancy and ovulation tests
                                              • Diabetes and blood sugar testing
                                                • Cholesterol testing
                                                  • Impact of race and Hispanic origin
                                                  • Insights and Opportunities

                                                    • Encouraging healthier living
                                                      • Cross promotion of conditions
                                                        • Using technology
                                                          • Helping customers to get through lean financial times
                                                          • Inspire Insights

                                                              • Trend: No Health Secrets
                                                                • What it’s about: the age of transparency
                                                                  • Test buddies
                                                                    • Trend: Golden Bullet
                                                                      • What it’s about: Using medicine as a targeted cure
                                                                        • Self diagnostics play directly to customized treatment
                                                                        • Market Size and Forecast

                                                                          • Key points
                                                                            • Recession weakens market
                                                                              • Sales and forecast of self diagnostics
                                                                                • Figure 1: FDMx sales of self diagnostics, at current prices, 2004-14
                                                                                • Figure 2: FDMx sales of self diagnostics, at inflation-adjusted prices, 2004-14
                                                                              • Walmart sales
                                                                              • Competitive Context

                                                                                • The importance of reliability and accuracy
                                                                                  • Accreditation and bonding pose challenges for suppliers
                                                                                    • Mail service and internet channels thrive
                                                                                      • Figure 3: 1 800 MEDICINE Diabetic Supplies, television ad, 2008
                                                                                  • Segment Performance

                                                                                    • Key points
                                                                                      • FDMx sales impacted by insurance and economy
                                                                                        • Sales of self diagnostics, by segment
                                                                                          • Figure 4: FDMx sales of self diagnostics, by type, 2007 and 2009
                                                                                      • Segment Performance—Blood Glucose Monitors

                                                                                        • Key points
                                                                                          • Monitor sales dip through FDMx
                                                                                            • Innovations rife, but will insurance pay?
                                                                                              • Sales and forecast of blood glucose tests
                                                                                                • Figure 5: FDMx sales of blood glucose tests, 2004-14
                                                                                            • Segment Performance—Home Pregnancy Tests

                                                                                              • Key points
                                                                                                • Poor economy: Fewer babies
                                                                                                  • Sales and forecast of home pregnancy tests
                                                                                                    • Figure 6: FDMx sales of home pregnancy tests, 2004-14
                                                                                                • Segment Performance—Blood Pressure Monitors

                                                                                                  • Key points
                                                                                                    • Blood pressure “through the roof”
                                                                                                      • Sales and forecast of blood pressure tests
                                                                                                        • Figure 7: FDMx sales of blood pressure tests, 2004-14
                                                                                                    • Segment Performance—Urine Tests/Kits

                                                                                                      • Key points
                                                                                                        • Urine test segment the bright spot
                                                                                                          • Sales and forecast of urine tests/kits
                                                                                                            • Figure 8: FDMx sales of urine tests/kits, 2004-14
                                                                                                        • Segment Performance—Lancet/Device and Testing Accessories

                                                                                                          • Key points
                                                                                                            • Insurance coverage flattens sales
                                                                                                              • Sales and forecast of lancet/device and testing accessories
                                                                                                                • Figure 9: FDMx sales of lancet/device and testing accessories, 2004-14
                                                                                                            • Segment Performance—Ovulation Prediction Kits

                                                                                                              • Key points
                                                                                                                • Recession dampens demand
                                                                                                                  • Sales and forecast of ovulation prediction kits
                                                                                                                    • Figure 10: FDMx sales of ovulation predication kits, 2004-14
                                                                                                                • Retail Channels

                                                                                                                  • Key points
                                                                                                                    • Myriad competitive forces impact retail
                                                                                                                      • Sales of self diagnostics, by channel
                                                                                                                        • Figure 11: FDMx sales of self diagnostics, by channel, 2007 and 2009
                                                                                                                    • Retail Channels—Drug Stores

                                                                                                                      • Key points
                                                                                                                        • Drug stores reign for retail
                                                                                                                          • Drug store sales of self diagnostics
                                                                                                                            • Figure 12: Drug store sales of self diagnostics, at current prices, 2004-09
                                                                                                                        • Retail Channels—Food Stores and Other

                                                                                                                          • Key points
                                                                                                                            • Food stores and other outlets gain market share
                                                                                                                              • Food stores’ and other retailers’ sales of self diagnostics
                                                                                                                                • Figure 13: Food stores’ and other outlets’ sales of self diagnostics, at current prices, 2004-09
                                                                                                                            • Market Drivers

                                                                                                                              • The economic double-edged sword
                                                                                                                                • Insurance coverage and self diagnostics
                                                                                                                                  • Figure 14: Unemployment rate of the U.S. population, January 1999-December 2009
                                                                                                                                • The obesity link
                                                                                                                                    • Figure 15: Age-adjusted prevalence of being overweight, obese, or extremely obese, among adults aged 20 or older, 1988-2008
                                                                                                                                  • Diabetes
                                                                                                                                    • Figure 16: Increase in age-adjusted diabetes among adults aged 20+, 1988-2006
                                                                                                                                  • High blood pressure
                                                                                                                                      • Figure 17: Heart health conditions, by age, September 2009
                                                                                                                                    • Pregnancy
                                                                                                                                        • Figure 18: Fertility rate and number of births, 1998-2008
                                                                                                                                        • Figure 19: U.S. female population, by age, 2005-15
                                                                                                                                    • Demographic Market Factors

                                                                                                                                      • An aging population
                                                                                                                                        • Figure 20: U.S. population, by age, 2005-15
                                                                                                                                        • Figure 21: Heart ailments suffered in past 12 months, by age, April 2008-June 2009
                                                                                                                                        • Figure 22: Incidence of diabetes among adults aged 20+, by age, 2003-06
                                                                                                                                      • Men at higher risk
                                                                                                                                        • Figure 23: Overweight/obesity rates, by age, 2008
                                                                                                                                        • Figure 24: Increase in age-adjusted diabetes among adults aged 20+, by gender, 1988-2006
                                                                                                                                        • Figure 25: Regular monitoring of heart health, by gender, September 2009
                                                                                                                                      • Race/Hispanic origin
                                                                                                                                        • Figure 26: Incidence of age-adjusted diabetes among adults aged 20+, by race/Hispanic origin, 2006
                                                                                                                                      • Kids and teens
                                                                                                                                        • Diabetes a growing concern
                                                                                                                                            • Figure 27: Prevalence of overweight among children and adolescents aged 2-19, 1976-2008
                                                                                                                                          • Teen pregnancy
                                                                                                                                          • Leading Companies

                                                                                                                                            • Key points
                                                                                                                                              • Johnson & Johnson losing ground; private label sees success
                                                                                                                                                • Manufacturer sales of self diagnostics
                                                                                                                                                  • Figure 28: Manufacturer FDMx sales of self diagnostics in the U.S., 2008 and 2009
                                                                                                                                              • Brand Share—Blood Glucose Monitors

                                                                                                                                                • Key points
                                                                                                                                                  • Despite overall losses a few stars emerge
                                                                                                                                                    • Future forecast: Small, efficient and on the go
                                                                                                                                                      • Manufacturer and brand sales of blood glucose monitors
                                                                                                                                                        • Figure 29: Selected FDMx brand sales and market share of blood glucose monitors in the U.S., 2008 and 2009
                                                                                                                                                    • Brand Share—Home Pregnancy Tests

                                                                                                                                                      • Key points
                                                                                                                                                        • Pregnancy postponed in recession
                                                                                                                                                          • Spotlight on Clearblue Easy
                                                                                                                                                            • Figure 30: Clearblue Easy Digital Pregnancy Test television ad, 2009
                                                                                                                                                          • Private label sales strong
                                                                                                                                                            • Manufacturer and brand sales of home pregnancy tests
                                                                                                                                                              • Figure 31: Selected FDMx brand sales and market share of home pregnancy tests in the U.S., 2008 and 2009
                                                                                                                                                          • Brand Share—Blood Pressure Monitors

                                                                                                                                                            • Key point
                                                                                                                                                              • Private label the lead story
                                                                                                                                                                • Manufacturer and brand sales of blood pressure monitors
                                                                                                                                                                  • Figure 32: Selected FDMx brand sales and market share of blood pressure monitors in the U.S., 2008 and 2009
                                                                                                                                                              • Brand Share—Urine Tests/Kits

                                                                                                                                                                • Key points
                                                                                                                                                                  • Drug and in-vitro gender tests dominate segment
                                                                                                                                                                    • Manufacturer and brand sales of urine tests/kits
                                                                                                                                                                      • Figure 33: Selected FDMx brand sales and market share of urine tests/kits in the U.S., 2008 and 2009
                                                                                                                                                                  • Brand Share—Lancet/Devices and Testing Accessories

                                                                                                                                                                    • Key points
                                                                                                                                                                      • Kindler, gentler products well received
                                                                                                                                                                        • Manufacturer and brand sales of lancet/devices and testing accessories
                                                                                                                                                                          • Figure 34: Selected FDMx brand sales and market share of lancet/devices and testing accessories in the U.S., 2008 and 2009
                                                                                                                                                                      • Brand Share—Ovulation Tests

                                                                                                                                                                        • Key points
                                                                                                                                                                          • Leading brands bleed sales and share
                                                                                                                                                                            • Spotlight on First Response
                                                                                                                                                                              • Figure 35: First Response, television ad, 2008
                                                                                                                                                                            • Manufacturer and brand sales of ovulation tests
                                                                                                                                                                              • Figure 36: Selected FDMx brand sales and market share of ovulation tests in the U.S., 2008 and 2009
                                                                                                                                                                          • Innovation and Innovators

                                                                                                                                                                            • Technological advancements move market forward
                                                                                                                                                                              • Private label
                                                                                                                                                                                • A peek into the future
                                                                                                                                                                                • Brands and the Advertising Landscape

                                                                                                                                                                                  • Overview of the brand landscape
                                                                                                                                                                                    • Roche Diagnostics: Accu-Chek
                                                                                                                                                                                        • Figure 37: Brand analysis of Accu-Chek, 2010
                                                                                                                                                                                      • Online
                                                                                                                                                                                        • TV commercial
                                                                                                                                                                                          • Figure 38: Accu-Chek, television ad, 2009
                                                                                                                                                                                        • LifeScan: OneTouch
                                                                                                                                                                                            • Figure 39: Brand analysis of OneTouch, 2010
                                                                                                                                                                                          • Online
                                                                                                                                                                                            • TV commercial
                                                                                                                                                                                              • Figure 40: OneTouch, television ad, 2009
                                                                                                                                                                                            • Church & Dwight Co. Inc: First Response
                                                                                                                                                                                                • Figure 41: Brand analysis of First Response, 2010
                                                                                                                                                                                              • Online
                                                                                                                                                                                                • TV commercial
                                                                                                                                                                                                  • Figure 42: First Response Fertility Test, television ad, 2009
                                                                                                                                                                                              • At-home Testing

                                                                                                                                                                                                • Key points
                                                                                                                                                                                                  • “Blood tests” top for frequency
                                                                                                                                                                                                    • Figure 43: At-home testing in past year, 2007 and 2009
                                                                                                                                                                                                    • Figure 44: At-home testing in past year, by gender, November 2009
                                                                                                                                                                                                    • Figure 45: At-home testing in past year, by age, November 2009
                                                                                                                                                                                                • Purchase Habits

                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                    • Home test most often purchased
                                                                                                                                                                                                        • Figure 46: Where tests were acquired, by age, November 2009
                                                                                                                                                                                                        • Figure 47: Where tests were acquired, by type of test taken, November 2009
                                                                                                                                                                                                      • Doctors have the greatest influence
                                                                                                                                                                                                        • Figure 48: Factors influencing at-home test purchase, by gender, November 2009
                                                                                                                                                                                                        • Figure 49: Factors influencing at-home test purchase, by age, November 2009
                                                                                                                                                                                                    • Pregnancy and Ovulation Tests

                                                                                                                                                                                                      • Key points
                                                                                                                                                                                                        • Pregnancy test use remains steady: some shifts in brands
                                                                                                                                                                                                          • Figure 50: Pregnancy test usage and brands among women, 2004/05-2008/09
                                                                                                                                                                                                        • All it takes is one. Usually.
                                                                                                                                                                                                          • Figure 51: Pregnancy testing habits and brand loyalty, November 2009
                                                                                                                                                                                                          • Figure 52: Attitudes towards pregnancy testing, November 2009
                                                                                                                                                                                                        • Ovulation testing
                                                                                                                                                                                                        • Diabetes and Blood Sugar Testing

                                                                                                                                                                                                          • Key points
                                                                                                                                                                                                            • Insurance coverage
                                                                                                                                                                                                              • Figure 53: Average percentage of diabetes testing supplies covered by insurance, November 2009
                                                                                                                                                                                                              • Figure 54: Affordability of blood sugar testing supplies and insurance coverage, by gender, November 2009
                                                                                                                                                                                                            • Interest in blood sugar testing developments
                                                                                                                                                                                                              • Figure 55: Interest in blood sugar testing system developments, by gender, November 2009
                                                                                                                                                                                                              • Figure 56: Interest in blood sugar testing system developments, by age, November 2009
                                                                                                                                                                                                          • Cholesterol Testing

                                                                                                                                                                                                            • Key points
                                                                                                                                                                                                              • Insurance coverage
                                                                                                                                                                                                                • Figure 57: Average percentage of cholesterol testing supplies covered by insurance, November 2009
                                                                                                                                                                                                                • Figure 58: Affordability of blood sugar testing supplies and insurance coverage, by gender, November 2009
                                                                                                                                                                                                              • Interest in cholesterol testing developments
                                                                                                                                                                                                                • Figure 59: Interest in blood cholesterol testing system developments, by gender, November 2009
                                                                                                                                                                                                                • Figure 60: Interest in blood cholesterol testing system developments, by age, November 2009
                                                                                                                                                                                                            • Impact of Race and Hispanic Origin

                                                                                                                                                                                                              • Key points
                                                                                                                                                                                                                • Hispanics the strongest customers for the range of tests
                                                                                                                                                                                                                  • Figure 61: At-home testing in past year, by race/Hispanic origin, November 2009
                                                                                                                                                                                                                • Importance of retail outlets in appealing to Hispanics
                                                                                                                                                                                                                  • Figure 62: Where tests were acquired, by race/Hispanic origin, November 2009
                                                                                                                                                                                                                  • Figure 63: Factors influencing at-home test purchase, by race/Hispanic origin, November 2009
                                                                                                                                                                                                                  • Figure 64: Average percentage of diabetes and cholesterol testing supplies covered by insurance, by race/Hispanic origin, November 2009
                                                                                                                                                                                                                • Concerns about and interest in development of blood sugar/cholesterol tests
                                                                                                                                                                                                                  • Figure 65: Interest in blood sugar testing system developments, by race/Hispanic origin, November 2009
                                                                                                                                                                                                                  • Figure 66: Interest in blood cholesterol testing system developments, by race/Hispanic origin, November 2009
                                                                                                                                                                                                              • Custom Consumer Groups: Over-55s

                                                                                                                                                                                                                    • Figure 67: At-home testing in past year—over-55s, by gender, November 2009
                                                                                                                                                                                                                    • Figure 68: Tests paid for or free—over-55s, by gender, November 2009
                                                                                                                                                                                                                    • Figure 69: Factors influencing at-home test purchase—over-55s, by gender, November 2009
                                                                                                                                                                                                                    • Figure 70: Interest in blood sugar testing system developments—over-55s, by gender, November 2009
                                                                                                                                                                                                                    • Figure 71: Interest in blood sugar testing system developments—over-55s, by gender, November 2009
                                                                                                                                                                                                                • IRI/Builders Panel—Key Household Purchase Measures

                                                                                                                                                                                                                    • Overview of self diagnostics
                                                                                                                                                                                                                      • Glucose monitors
                                                                                                                                                                                                                        • Consumer insights on key purchase measures
                                                                                                                                                                                                                          • Brand map
                                                                                                                                                                                                                            • Figure 72: Brand map, selected brands of glucose monitors, buying rate, by household penetration, 52 weeks ending June 28, 2009
                                                                                                                                                                                                                          • Brand leader characteristics
                                                                                                                                                                                                                            • Key purchase measures
                                                                                                                                                                                                                              • Figure 73: Key purchase measures for the top brands of glucose monitors, by household penetration, 52 weeks ending June 28, 2009
                                                                                                                                                                                                                            • Testing accessories
                                                                                                                                                                                                                              • Consumer insights on key purchase measures
                                                                                                                                                                                                                                • Brand map
                                                                                                                                                                                                                                  • Figure 74: Brand map, selected brands of testing accessories, buying rate, by household penetration, 52 weeks ending June 28, 2009
                                                                                                                                                                                                                                • Brand leader characteristics
                                                                                                                                                                                                                                  • Key purchase measures
                                                                                                                                                                                                                                    • Figure 75: Key purchase measures for the top brands of testing accessories, by household penetration, 52 weeks ending June 28, 2009
                                                                                                                                                                                                                                  • Blood pressure kits
                                                                                                                                                                                                                                    • Consumer insights on key purchase measures
                                                                                                                                                                                                                                      • Brand map
                                                                                                                                                                                                                                        • Figure 76: Brand map, selected brands of blood pressure kit, buying rate, by household penetration, 52 weeks ending June 28, 2009
                                                                                                                                                                                                                                      • Brand leader characteristics
                                                                                                                                                                                                                                        • Key purchase measures
                                                                                                                                                                                                                                          • Figure 77: Key purchase measures for the top brands of blood pressure kits, by household penetration, 52 weeks ending June 28, 2009
                                                                                                                                                                                                                                      • Appendix: Other Useful Consumer Tables

                                                                                                                                                                                                                                        • The impact of household income
                                                                                                                                                                                                                                          • Figure 78: At-home testing in past year, by household income, November 2009
                                                                                                                                                                                                                                          • Figure 79: Where tests were acquired, by household income, November 2009
                                                                                                                                                                                                                                          • Figure 80: Reasons for specific purchase, by household income, November 2009
                                                                                                                                                                                                                                        • Regional differences
                                                                                                                                                                                                                                          • Figure 81: At-home testing in past year, by region, November 2009
                                                                                                                                                                                                                                        • Pregnancy testing and race/Hispanic origin
                                                                                                                                                                                                                                          • Figure 82: Pregnancy test usage and brands, by race/Hispanic origin, 2005-09
                                                                                                                                                                                                                                      • Appendix: IRI/Builders Panel Data Definitions

                                                                                                                                                                                                                                          • IRI Consumer Network Metrics
                                                                                                                                                                                                                                          • Appendix: Trade Associations

                                                                                                                                                                                                                                            Companies Covered

                                                                                                                                                                                                                                            • Abbott Laboratories
                                                                                                                                                                                                                                            • Advanced Medical Technology Association
                                                                                                                                                                                                                                            • American Association of Diabetes Educators
                                                                                                                                                                                                                                            • American Diabetes Association
                                                                                                                                                                                                                                            • American Dietetic Association (ADA)
                                                                                                                                                                                                                                            • American Heart Association, Inc.
                                                                                                                                                                                                                                            • American Medical Association (AMA)
                                                                                                                                                                                                                                            • American Obesity Association
                                                                                                                                                                                                                                            • Apple, Inc
                                                                                                                                                                                                                                            • Association of Reproductive Health Professionals
                                                                                                                                                                                                                                            • Bayer Corporation
                                                                                                                                                                                                                                            • Church & Dwight Co. Inc
                                                                                                                                                                                                                                            • Co-operative Group
                                                                                                                                                                                                                                            • CVS Caremark Corporation
                                                                                                                                                                                                                                            • Facebook, Inc.
                                                                                                                                                                                                                                            • Food and Drug Administration
                                                                                                                                                                                                                                            • Greenfield Online
                                                                                                                                                                                                                                            • Henry J. Kaiser Family Foundation
                                                                                                                                                                                                                                            • Home Diagnostics, Inc.
                                                                                                                                                                                                                                            • Johnson & Johnson
                                                                                                                                                                                                                                            • Kmart Corporation
                                                                                                                                                                                                                                            • Lifescan, Inc.
                                                                                                                                                                                                                                            • Medical Device Manufacturers Association
                                                                                                                                                                                                                                            • National Association of Chain Drug Stores (NACDS)
                                                                                                                                                                                                                                            • Nintendo of America Inc.
                                                                                                                                                                                                                                            • Social Security Administration
                                                                                                                                                                                                                                            • The Kroger Co.
                                                                                                                                                                                                                                            • U.S. Bureau of Labor Statistics
                                                                                                                                                                                                                                            • US Department of Labor
                                                                                                                                                                                                                                            • Walgreen Co
                                                                                                                                                                                                                                            • Walmart Stores (USA)

                                                                                                                                                                                                                                            Self Diagnostics - US - February 2010

                                                                                                                                                                                                                                            £3,277.28 (Excl.Tax)