“Since the COVID-19 pandemic’s ‘baby boom’, perspectives on family planning have shifted and hesitancy to start or expand families due to the cost of living crisis. Although this may disadvantage the category, it remains important for brands to personalise and support the journeys of aspiring and new parents. This can be accomplished by tapping into the increasing use of apps and digital formats, developing affordable products and services, and by approaching DEI and taboo topics within the category mindfully.”
– Shiyan Zering, BPC and OTC Analyst
This Report looks at the following areas:
- The impact of the cost of living crisis on family planning and pregnancy.
- What family planning and pregnancy products/tools are the most used.
- What is the consumer’s pre-purchase journey when buying family planning and pregnancy products.
- What pregnancy symptoms are experienced the most and interest in relevant product innovation.
- Perceptions of family planning and pregnancy information sources.
- Cross-category and category-specific opportunities in family planning and pregnancy.
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Overview
- Key issues covered in this Report
- Products covered in this Report
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Executive Summary
- The five year outlook for family planning and pregnancy
- Figure 1: Category outlook for family planning and pregnancy, 2023-27
- The market
- COVID-19 baby boom boost sales of family planning products
- Companies and brands
- Family planning innovation focuses on technology and sustainability
- Maternal claims are on the rise in BPC and VMS
- The consumer
- Improve the convenience and sustainability of pregnancy tests
- Figure 2: Usage of family planning and pregnancy products, 2023
- Encourage and promote consumer reviews
- Figure 3: Pre-purchase journey for family planning and pregnancy products, 2023
- Soothe skin changes with targeted skincare
- Figure 4: Pregnancy symptoms experienced, 2023
- Develop trust through personalised products
- Figure 5: Interest in family planning and pregnancy product innovation, 2023
- Support aspiring and expecting parents through financial concerns
- Figure 6: Family planning and pregnancy behaviours, 2023
- Combine medical website expertise with innovative formats
- Figure 7: Correspondence analysis – perceptions of family planning and pregnancy information sources, 2023
- The five year outlook for family planning and pregnancy
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Issues and Insights
- The cost of living crisis poses a threat to the category
- Digital products and information sources are valued
- Tap into the rise of health-conscious family planning consumers
- Consider DEI issues in family planning and pregnancy
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Market Segmentation
- Sales of pregnancy and ovulation tests are growing post-pandemic
- Figure 8: UK retail value sales of pregnancy and ovulation tests*, 2018-22
- Pregnancy tests account for the largest proportion of spend
- Figure 9: Estimated UK retail value sales of family planning products, by segment, 2022
- Boost education surrounding fertility, conception and ovulation kits
- Sales of pregnancy and ovulation tests are growing post-pandemic
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Market Drivers
- Inflation will continue to eat into consumer spending power over the course of 2023
- Consumer spending power will be curbed
- Consumers’ financial wellbeing has fallen from the highs of 2021…
- Figure 10: Household financial wellbeing index, 2016-23
- …and most people are feeling the effects of price rises
- COVID-19 led to ‘lockdown baby boom’
- Figure 11: Number of live births in England, Wales and Scotland, 2017-21
- Declining birth rate linked to change in attitudes
- Figure 12: Trends in the age structure of the UK population, 2016-26
- Financial challenges may disrupt family planning
- Figure 13: The impact of inflation on consumer behaviour
- Provide practical support for mothers
- Partner with organisations to combat maternity discrimination
- Women are uncomfortable discussing reproductive health concerns
- Figure 14: Level of comfort discussing health issues with a doctor, 2022
- Infertility as a result of women’s health concerns
- Black maternal health needs more awareness
- Figure 15: Stillbirth rate (per 1,000 births), by ethnicity of the baby, England and Wales, 2007-21
- Roe v Wade overturning in the US caused conversation surrounding abortion rights
- Pregnancy-focused skincare is appealing to women
- Figure 16: Interest in facial skincare innovation, 2022
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Market Share
- Clearblue leads the market
- Figure 17: UK retail value sales of pregnancy and ovulation tests*, by brand, 2021-23
- Own label accounts for a high portion
- Lower price point brands at an advantage
- Clearblue leads the market
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Launch Activity and Innovation
- Family planning
- Utilise apps for differentiated support
- Provide tests for eco-conscious consumers
- Innovate on pregnancy test methodologies
- Address varying DEI needs
- Maternal BPC
- Maternal claims in BPC categories are rising
- Figure 18: Maternal BPC product launches, by year, 2018-22
- Tackle postpartum hair loss
- Figure 19: Examples of maternal BPC product launches for postpartum hair loss, 2022
- Stretch mark solutions tap into skincare needs
- Figure 20: Examples of maternal BPC product launches for stretch marks, 2022-23
- Tackle convenience with sheet masks
- Figure 21: Example of a maternal BPC product launch in a sheet mask format, 2022
- Create a relaxing experience for perineum care
- Figure 22: Example of maternal BPC new product launch in the soap, bath and shower category, 2022
- Figure 23: Example of a maternal BPC bundle including perineal care products, 2023
- Curated sets create a gifting opportunity
- Figure 24: Examples of BPC new product launches in sets, 2020-21
- Maternal OTC Remedies
- Innovate on cooling formats for after-birth care
- Figure 25: Examples of OTC product launches carrying maternal claims, 2022-23
- Maternal VMS
- Maternal claims in VMS categories gain prominence
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- Figure 26: Maternal VMS product launches, by year, 2018-22
- Figure 27: Examples of VMS product launches carrying maternal claims, 2022-23
- Private label VMS innovation stands out
- Figure 28: Examples of private label VMS product launches carrying maternal claims, 2022-23
- Incorporate spray formats as VMS to combat nausea
- Figure 29: Example of a maternal VMS product launch in spray format, 2021
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Advertising and Marketing Activity
- Clearblue covers varying parenthood journeys
- Figure 30: Clearblue ‘#clearblueconfirmed’ Instagram post, 2023
- Anti-smoking pregnancy advertisement released in partnership with NHS
- Frida advert banned for addressing realistic postpartum life
- Pregnant Then Screwed highlights the childcare crisis
- Figure 31: Pregnant Then Screwed ‘A Cry For Help’ campaign, 2023
- ‘Who’s Counting?’ campaign with Tommy’s details pregnancy loss trauma
- Figure 32: Tommy’s ‘Who’s Counting?’ short film, 2022
- Always pioneers taboo topics in personable formats
- Figure 33: Always ‘During Pregnancy’ YouTube campaign, 2019
- My Expert Midwife uses registered midwives to highlight expertise
- Figure 34: My Expert Midwife Instagram post, 2023
- Progressive modes of parenthood are yet to be highlighted
- Clearblue covers varying parenthood journeys
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Usage of Family Planning and Pregnancy Products
- Make digital pregnancy tests more sustainable
- Figure 35: Usage of family planning and pregnancy products, 2023
- Incorporate prenatal supplement importance for both parents
- Figure 36: Usage of family planning and pregnancy products, by gender, 2023
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- Figure 37: Holland & Barrett Before Pregnancy His & Her Conception Supplements, 2023
- Menstrual cycle tracking apps are useful for conception
- Apps can tailor pregnancy advice and experiences
- Link conception products to sexual wellness
- Boost education surrounding fertility and ovulation tests
- Figure 38: Net usage of family planning and pregnancy products, 2023
- Offer product bundles to cater for varying journeys
- Figure 39: Repertoire of family planning and pregnancy product usage, 2023
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- Figure 40: My Expert Midwife Trying To Conceive Fertility & Ovulation Kit, 2023
- Make digital pregnancy tests more sustainable
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The Family Planning and Pregnancy Purchase Journey
- Encourage and promote consumer reviews
- Figure 41: Pre-purchase journey for family planning and pregnancy products, 2023
- Creating clear claims helps with efficient browsing
- Professional advice is valued
- Optimise on omnichannel opportunities
- Figure 42: Pre-purchase journey for family planning and pregnancy products, by in-store and online purchasing, 2023
- Encourage and promote consumer reviews
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Pregnancy Symptoms Experienced
- Soothe skin changes through targeted skincare
- Figure 43: Pregnancy symptoms experienced, 2023
- Relaxing topical formats can help relieve body aches
- Figure 44: My Little Coco Baby Mama Restore & Relax Epsom Bath Salts, 2022
- Support mental health changes with expert support
- Tackle nausea symptoms with innovative formats and ingredients
- Figure 45: Optibac Pregnancy Digestive Supplement, 2023
- Dental changes
- Figure 46: Spotlight Oral Care Pregnancy and Breastfeeding Toothpaste, 2021
- Soothe skin changes through targeted skincare
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Interest in Innovation for Family Planning and Pregnancy
- Develop trust through personalised products
- Figure 47: Interest in family planning and pregnancy product innovation, 2023
- Overall wellbeing support is highly sought after
- Appeal to consumers looking to identify pregnancy risks
- Develop recovery kits for postpartum symptoms
- Figure 48: Frida Mom Postpartum Recovery Essentials Kit, 2021
- Alternative labour remedies garner interest
- Natural remedies tap into holistic health trends
- Innovative on wearable devices for monitoring pregnancy
- Develop trust through personalised products
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Family Planning and Pregnancy Behaviours
- Support aspiring and expecting parents through financial concerns
- Figure 49: Family planning and pregnancy behaviours, 2023
- Fertility test diversity deemed important but needs better innovation
- Utilise subscription services to boost brand loyalty
- Help consumers navigate pregnancy safe claims
- Support aspiring and expecting parents through financial concerns
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Perceptions of Family Planning and Pregnancy Information Sources
- Combine medical website expertise with innovative formats
- Figure 50: Correspondence analysis – perceptions of family planning and pregnancy information sources, 2023
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- Figure 51: Correspondence analysis – perceptions of family planning and pregnancy information sources, 2023
- Create books that uplift and comfort pregnancy experiences
- Apps can educate consumers on specialised needs
- Online communities connect users with shared experiences
- Include fathers in the conversation
- Be selective of social media influencer promotion
- Correspondence Analysis Methodology
- Combine medical website expertise with innovative formats
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Appendix – Data Sources, Abbreviations and Supporting Information
- Abbreviations
- Consumer research methodology
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