Femtech & Fertility Products

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Pregnancy Product Perceptions: US

The US consumer perception of Clear Blue is mixed, with both positive and negative perceptions. Positive perceptions included the brand's products being accurate, best in the market, quick at giving results, and clear in giving results. Negative perceptions of the Clear Blue brand included the evaporation lines not being easy to understand and the test not working at all. Two other leading competitor's brands are Fast Response and EPT. Positive perceptions for Fast Response included the brand's products being easy to use, cheap, and fast. Negative consumer perceptions of EPT included claims that the product had a quick expiration date of two months after the customer received it, and that the product was faulty and defective, and gave error symbols.


  • The US consumer perception of the Clear Blue brand on Amazon is a mixed one. Out of a total of 181 reviews, 61% of reviews for Clearblue Plus Pregnancy Tests were 5-star ratings, 11% were 4-star ratings, 7% were 3-star ratings, 4% were 2-star ratings, and 1% were 1-star ratings. The average review score was 4.2 out of 5 stars.
  • Positive reviews for Clear Blue brand products included them being accurate. One reviewer on Amazon thought that the Clearblue Plus Pregnancy Test was accurate. She said that although the product comes with noticeable blue lines, the test rightfully indicated that she was pregnant. Another reviewer thought that the Clearblue Plus Pregnancy Test was the best in the market by far. This is because she indicated that she took the test on day 9 after ovulation and the test came back positive with a faint line indicator, and with a darker plus sign the following day. Another reviewer liked that she got her results quickly, while another customer liked the clarity of the clear + sign. All these reviewers gave the Clearblue Plus Pregnancy Test 5-star ratings.
  • Negative reviews included one customer who gave the Clearblue Plus Pregnancy Test a 1-star rating and complained of inaccuracy and getting a faint positive result which turned out to be a false result when she visited her ob. Another reviewer thought that the Clearblue Plus Pregnancy Test could make people go crazy because of how the evaporation line works. One customer said that the line on the product was very faint and not easy to see at all, compared with other products that she used. Lastly, a customer said that the Clearblue Plus Pregnancy Test did not work at all for her, with the tip turning pink, but a sign missing on the result window and control window. Negative reviews received 1-star and 2-star ratings.


  • The US consumer perception of the First Response brand on Amazon is also a mixed one. Out of a total of 87 reviews, 43% of the First Response Early Result Pregnancy Test were 5-star ratings, 3% were 4-star ratings, 6% were 3-star ratings, 10% were 2-star ratings, and 38% were 1-star ratings.
  • Positive reviews included one customer who was happy to get the result that she was not pregnant after using the product and one who thought the product was great. One customer loved the product and another one said that she found the product easy to use, cheap and fast.
  • Negative reviews included a customer who said that the product was horrible and did not work, and wanted to know how to get a refund. Four customers complained about the company using false advertising in marketing the product as they were disappointed to receive new versions of the product that was advertised when they made their online purchases. One customer said that the tests were very bad as she had to wait for about 3 weeks for her delivery to arrive and found out that the tests were invalid once they arrived. She stated that she thought that the tests were also not worth the money she spent on them.


  • The US consumer perception of the E.P.T Early Pregnancy Test brand on Amazon is a mixed one. Out of a total of 92 reviews, 47% were 5-star ratings, 8% were 4-star ratings, 5% were 3-star ratings, 6% were 2-star ratings, and 34% were 1-star ratings.


  • Babylist found that the Clearblue Digital Pregnancy Test with Smart Countdown was the best easy to read pregnancy test as it gave clear results. It also found that the EPT test was nearly as sensitive to the pregnancy hormone as Clearblue, and results came in just as fast. Babylist review also states that the "First Response Early Result is the most sensitive over-the-counter pregnancy test and can accurately tell one if they are pregnant up to five days before their period is due". Also, Clear Blue Rapid Detection test is the fastest pregnancy test as results are ready in one minute.
  • According to a Wirecutter consumer who tested the Clear Blue, the First Response and the EPT brands, the First Response test did not have a separate window for a control line, as in the case of the Clearblue and EPT tests, but had easy to read strong and dark-pink lines that told whether the result was positive or negative. Also, the Clearblue Rapid Detection manual test was seen as the next option to the First Response manual test as it wasn't as sensitive as the First Response.
  • The Clear Blue test had a thin handle that was easy to hold than the EPT test, but not as easy to hold as the First Response. The consumer got a positive result from the Clearblue test in 10 seconds on one occasion, however, the average time was 45 to 50 seconds for all results, and the Clearblue digital tests took between 1.5 to 3 minutes to provide results. The First Response Digital product gave test results in 3 to 3½ minutes.

Research Strategy:

To describe the US consumer perception of the Clear Blue brand and how it differs from the perception of 2-3 other leading competitor's brands, our first strategy was to find a precompiled list of consumer perceptions of the brand. We did not find a precompiled list, and the strategy led us to Amazon where we found consumer perceptions in reviews of products for the brand. We were able to find both positive and negative consumer perceptions which we included in our findings.

To identify 2-3 other leading competitor's brands, we searched through several reports and lists from credible industry sources such as Babylist and Wirecutter, and found repeated information on two other leading over-the-counter pregnancy test/pregnancy planning brands that were mentioned as First Response and EPT. The lists also provided information on comparisons with Clear Blue. The information on comparisons was included in our findings. We then searched for consumer perceptions of these 2 brands on Amazon and included the reviews in our findings as well.
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Pregnancy Product Perceptions: UK

Positive reviews for Clear Blue brand products among UK consumers include their products being of good quality. Tesco Pregnancy Test generally has positive reviews on aspects such as being affordable, trustworthy, quick and simple whereas negative reviews included a customer who said that the product was not accurate as it gives false results.




  • The UK consumer perception of the Clear Blue brand on Amazon is a mixed one. Out of a total of 277 reviews, 63% of reviews for Clearblue Rapid Detection Pregnancy Test were 5-star ratings, 13% were 4-star ratings, 4% were 3-star ratings, 3% were 2-star ratings, and 17% were 1-star ratings. The average review score was 3.8 out of 5 stars.

Positive reviews

  • Clear Blue brand products are considered to be of good quality where the majority of the customers gave 4 and 5-star rating.
  • One customer reviews stated that it is easy to use and always gives accurate results.
  • Another customer review said it is a great product for first-time mothers. She purchased the pregnancy test when she missed her period and it gave accurate results.
  • One other customer says, it is the best test on the block as she kept getting negatives from other strip tests then, she purchased one of Clear Blue products and it worked the first time.
  • Similarly, another client said that the test reassured her when cheaper stick tests showed nothing and it is worth paying the money for the product.
  • Customers are generally happy with the results and they have no regrets at all in using it.

Negative reviews

  • One of the customers gave the Clear Blue Rapid Detection Pregnancy Test a 1-star rating and complained of the product being terrible as when she unwrapped the first test it was already showing a negative result before it was used.
  • Another customer gave a 1-star rating and said it showed a faulty test and commented that is wastage of money.
  • A customer said that the Clear Blue Plus Pregnancy Test did not work at all for her, despite following the instructions, both tests failed to show a control line. The customer felt very disappointed considering that the product is more expensive compared to other products available in the market.


  • The UK consumer perception of the First Response brand on Amazon is also a mixed one. Out of a total of 688 reviews, 70% of the First Response Rapid Result Pregnancy Test — Pack of 2 were 5-star ratings, 7% were 4-star ratings, 4% were 3-star ratings, 3% were 2-star ratings, and 16% were 1-star rating.

Positive reviews

  • A customer said she got a clear positive result 5 days before the period was due.
  • Another customer said it is as good as that provided by the IVF clinic. She said the picture can be seen in the first response as it gives the same result and strength of line as the rest provided by my clinic.
  • One more customer said that the line got darker every day as she took the test. She expressed her pleasure in purchasing the product.

Negative reviews

  • A customer said that the product was not accurate as it didn’t work the day before the period was due, the customer said she wasn’t pregnant but it showed she was.
  • One of the customers advised others not to buy the product as it gives false results.
  • Other customers have warned ladies not to buy the product. Customers feel it is a wrong item to buy.


  • The UK consumer perception of Tesco Pregnancy Test on Conso Baby had positive reviews. Out of all 24 reviews, 100% of the Tesco Pregnancy Test had excellent reviews with the rating of 4.81 out of 5.
  • Positive reviews
  • It is cheap, trustworthy, quick and simple.
  • One of the clients said it is definitely worth buying. It is simple and easy to use, effective, and trustworthy.
  • Some customers advised not to waste money on other expensive products as this product works just as well.
  • Another client said it is accurate to use and they don’t want to spend more money on other products like Clear Blues when Tesco is doing the same thing.
  • As a whole, customer reviews of the product are generally positive. Some state it is accurate, low in price as compared to other products, and simple to read and use.

Negative reviews

  • A customer said that the product was not accurate as it gives a false result. One of the customers said it is a huge mistake to rely on Tesco brand and she rather goes with Clear Blue and ASDA as both products showed results in a matter of seconds.


  • The UK consumer perception on ASDA Home Pregnancy Tests 2 Pack on Official Website of ASDA had positive and negative reviews. The website mentioned 41 reviews where 27 reviews had 1 or 2-star rating with the negative response while 14 had positive reviews.

Positive reviews

  • One customer gave a 5-star rating and said it came up straight away with a faint line and was correct. Then took a Clear Blue and it said it took 1-2 weeks.
  • Another customer said that it worked perfectly for her during her last pregnancy.

Negative reviews

  • A 1-star rating was given by a customer who said it caused her a lot of distress after 5 rounds of IVF.
  • Other customer recommended not to buy the product as the tests give out positive readings even when one is not pregnant for someone who has fertility problems.
  • One more customer said she is 4 and a half weeks pregnant and took one of these tests for reassurance. But it came out to be negative.


We began by searching customer reviews for Clear Blue brand and how it differs from the perception of 2-3 other leading competitor's brands in the UK. We looked for a precompiled list of consumer perceptions of the brand on the official website of the company. We did not find a precompiled list, and the strategy led us to Amazon where we found consumer perceptions in reviews of products for the brand. We were able to find both positive and negative consumer perceptions which we included in our findings.

Next, we tried to find 2-3 other leading competitor's brands in reports and media articles in sources such as BabyCenter, Mumsnet, and lists from credible industry sources such as Mother&Baby, and we were able to find a list of four best over-the-counter pregnancy test/pregnancy planning brands in the UK.

A further detailed search on Positive and Negatives reviews for these brands were found in sources such as amazon.co.uk, www.consobaby.co.uk, and community.babycentre.co.uk.

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Femtech Trends

Some trends in the femtech industry include increased industrial funding, and the improved range of health issues addressed. The femtech industry is expected to reach $50 billion by 2025 with a CAGR of approximately 120%.



  • According to Lexology, the femtech industry has received over $1 billion in funding between 2015 and 2018.
  • A report by research consultancy Frost & Sullivan showed that the industry's worth ($200 million in 2018) is expected to reach $50 billion by 2025. This forecast would represent a 120.07% CAGR over seven years.
  • Since 2017, over 45 femtech startups have received funding over $1.1 billion towards the improvement of the industry.
  • Femtech saw the creation of its first industry fund from a venture capital (VC) funding in 2018 by a California-based financial service company, Portfolia.
  • One of the early industry startups received a high profile VC funding from Andreessen Horowitz and Founders Fund in 2013 to support the launch of a fertility tracking app.
  • Future Family, another startup that aids families to afford fertility services, raised $10 million in a Series A round.
  • Other top-tier VC firms who have joined the fertile field includes Kleiner Perkins; supporting fertility platform Progyny with a $49 million funding, while NEA has backed sexual wellness startup Nuelle with a $23 million funding.
  • TechCrunch reported a tip that SoftBank, a prolific venture capital firm, was investing in Glow, a period-tracking app meant to help women get pregnant.
  • A burgeoning group, FemTech Collective, was created as a network for innovators in the field. It offers events and other opportunities for growth.
  • The sudden interest in femtech is believed to be as a result of advances in the fourth industrial revolution bothering on AI and the Internet of Things.


  • The increased number of applications and other new femtech consumer services are making fertility testing and birth control more accessible.
  • About 21% of all femtech companies are focused on the healthcare industry via mobile apps and direct-to-consumer services.
  • Femtech has greatly benefited from the shift in interest towards personalized wellness and consumer healthcare technology, which has been a top investment branch in digital health for some years.
  • According to CB, the femtech industry is most commonly broken down into fertility solutions, period/fertility tracking apps, at-home fertility monitoring devices, pregnancy/nursing care, pelvic care, general healthcare, period care goods, and sexual wellness.
  • Fertility solutions are startups that provide IVF, egg freezing, and medical treatments for female infertility with Prelude leading the innovation having received a $200 million funding.
  • Period and fertility-tracking mobile apps are for self-tracking of periods and fertility cycles, with Clue in the forefront having received a $23 million funding.
  • Female sexual wellness companies are interested in offering lubricants and related items to help women improve their sexual wellness. Nuella, having received $23 million from investors such as NEA and Correlation Venture, leads this category.
  • Some femtech products helping to improve female health include The Eve Kit for self HPV home screening, Bellabeat (a health tracker for monitoring), VITALI Smart Bra (for tracking personal breathing & HRV), Clue Connect (a mensuration tracking app), and Flex (a menstrual disc used in place of tampons).
  • The driving force behind this development is accredited to the approved of digital applications for conventional women health issues by the regulatory agencies paving the way for Femtech applications in the mainstream market.
  • Another is the interest to improve the various pain points in the fertility journey of women.


To answer this request, we leveraged on pre-conducted research and went on to search for media publications and article through reliable media sources for an insight on the trends around the femtech industry in the United States. The search was fruitful, and we found some precompiled trends in the industry, as well as the femtech industry's CAGR. We searched further for an insight into the improved technological areas in the industry obtained earlier. We used a CAGR calculator to calculate the industry's growth rate.
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Popular Female Fertility Products

Over-the-counter fertility pills, fertility & ovulation test kits, ovulation supplements and vitamins, fertility and ovulation trackers, and lubricants for conception are the most popular type of products that support female fertility.






  • Preseed is Walmart's lube bestseller for contraception.
  • BabyDance is Walgreen's fertility lubricant bestseller.


Your research team began by looking for industry reports regarding the most popular types of products that support female fertility. However, most of the reports found were about the market size of female fertility clinics and services. The team found a report from MarketWatch which categorized the market by product type, including fertility drugs for women, but it was locked behind a paywall.

Next, the team searched for news and current trends for female fertility products, and found a report about over-the-counter fertility pills gaining popularity, as well as startups focusing on ovulation trackers and products which track hormones such as AMH, breathing, heart rate, and movement during sleep in an effort to predict fertility and increase chances of ovulation. Millions of women use these devices and apps. Investors already released $304.5 million in women’s health tech startups in 2018. From these trends and news report, your research team was able to determine that over-the-counter fertility pills and ovulation tracker apps are popular products that support female fertility. The team searched further and looked at the bestsellers from Walgreens, Amazon, and Walmart. By looking at the bestsellers and top picks from these stores, the team was able to determine the most popular product types that support female fertility. The popular/bestselling products can be sorted into three types, which are fertility and ovulation test kits, ovulation supplements and vitamins, and lubricants for conception. Both Amazon and Walgreens classified fertility and ovulation test kits as the number 1 category, with a separate segment for ovulation supplements and vitamins. These categories have products that are featured as bestsellers. Thus, the team concluded that these categories sorted are the most popular product types that support female fertility. Lubricants explicitly used for contraception or those that help women trying to conceive were also featured as bestsellers, so the team included it as one of the most popular products.
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Innovative Femtech Products

Thinx Air, Leaf Chakra, and Natural Cycles are femtech products that were launched in the United States in the last 12 months. Next Gen Jane and Bloomlife are companies that have developed products they will be launching in the future.


  • Thinx is a New York-based company that has been selling period-proof underwear since 2013. The company launched its latest underwear, Thinx Air, in June 2019.
  • Thinx Air is the company's lightest, fast-drying, and most absorbent underwear. It uses a micromesh fabric that can absorb as much liquid as one-and-a-half tampons and dries twice as fast as the original Thinx undies.
  • The micromesh fabric "releases heat and wicks away sweat" to help stay dry and cool. Given its quick-drying properties, it is perfect for traveling and partially overcomes the challenge of periods affecting traveling comfort.


  • Next Gen Jane is a femtech startup based in California. It has developed a test kit that contains a special tampon which the consumer mails to their lab after use. The tampon is then analyzed for disease detection.
  • The special tampon can preserve the DNA and RNA of the cells from the endometrium, cervix, Fallopian tubes and ovaries" that are shed during menstruation.
  • The company expects to detect early markers of endometriosis, cervical cancer, and other diseases.
  • The company is presently collecting clinical data sets and plans to commercialize the product in 2020.
  • NextGen is focused on solving the challenges faced by many underserved populations by "decoupling sample collection from the clinic in a simple but effective way to expand care."
  • The company is creating affordable solutions to address the looming crisis in medicine by enabling preventive, individualized care.


  • Leaf Chakra is smart jewelry that was launched by bellabeat in September 2018.
  • Leaf Chakra is a smart crystal necklace/ clip that monitors the user's sleep, activity, and reproductive health. It connects to the bellabeat app which uses a proprietary algorithm to analyze the collected data and recommend the best breathing techniques to "quash killer cramps".
  • Leaf Chakra’s proprietary technology used in manufacturing the product enables users to become aware of their stress resistance and how they can manage it and take better care of themselves in a comfortable and less time-consuming process.


  • Natural Cycles is the first FDA approved a period-tracking app that helps prevent pregnancy. The FDA gave it approval in August 2018 and it launched in the United States in March 2019 for $9.99.
  • The app uses the body temperature to inform the user the most fertile days. Color indicators are used to give feedback: green indicates that the user does not need contraception as she is not ovulating, while red indicates that the user is ovulating and should use contraception to avoid pregnancy.
  • Natural Cycle is attempting to solve the challenge of using birth control contraceptives.
  • Through this app, women are aware of their "safe days" when they can have sex and not get pregnant, effortlessly.


  • Bloomlife is a US-based company that has prototyped "the world’s first wearable 5-channel ECG chip" to accurately monitor fetal heart rate and mobility.
  • The chip will be installed in a wearable patch and will be able to detect the fetal heartbeat from half-way (20 weeks) through the gestation period.
  • The chip will be able to continuously monitor the baby and provide minute-by-minute data, informing the mother of any significant changes. It will connect to an app.
  • The company plans to launch it as a consumer product as well as a risk management platform for medical professionals.
  • With Bloomlife, expectant mothers experience a smooth final trimester journey knowing that their every contraction, even those that they don’t feel is being tracked. Being able to track contractions during pregnancy gives expectant mothers peace of mind knowing that their health and that of their unborn is monitored.


In order to fulfill this request, we began by looking through precompiled lists of femtech products in media portals like Yahoo, Fast Company, Vibe, Vox, The Guardian, and Forbes, and industry news portals such as Women's Health Mag, Mobile Health News, Tech Crunch. As we were only able to find two femtech products that fit the defined criteria, we adopted an alternate search strategy to find the remaining three.

We looked for any recent product launches in the United States by the most renowned companies in the space: Bellabeat, Willow, Yarlap, Dame, Crave, LeWand, Elvie, Ava, Thinx, Next Gen Jane, Bloomlife, Cora, Flo, Clue, Glow, Maya, Ovia, Nuelle, Sustain, Naya, Moxxily, Lucina, and Lia. However, we found that most of the products launched by these companies are over a couple of years old are newer versions of existing products with minor enhancements. Some products like D by Dame, a reusable tampon, have not been launched in the United States. Thinx Air, an upgraded version of the original Thinx period-proof undergarments, uses a micromesh fabric that dries two times faster than the original version and is therefore suitable for traveling. As the enhancement in performance is significant and the new product overcomes the challenge of being period-proof while traveling, it has been considered a new launch.

We still needed to find at least two more product launches. Our third strategy was to look for any recent funding news in the femtech space and identify companies that have raised capital specifically to expand the distribution of new products. However, as we did not meet with any success, we decided to include two products that have been announced but are yet to be launched.

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Male Fertility Product Trends

Trends around over-the-counter male fertility products include the rise of new technologies for at-home fertility tests, the rise of sperm-tech startups, and the market growth of fertility tests. Below we have provided details of our each as well as our research strategy.


  • With sperm counts falling by more than 50% in the last 40 years, companies specialized in automated semen analysis, are launching new technologies for sperm tests conducted at home.
  • Because of inconvenient semen analysis tools, many men don't want to be tested due to social stigma and prefer to use at-home sperm analysis, which allow them to test their semen without going to a clinic.
  • In 2019, Medical Electronic Systems (MES), a leader in automated semen analysis announced the launch of its YO Home Sperm test for PC platforms, which is the first FDA approved test kit powered by a smartphone platform and supported by an app.
  • The YO Home Sperm Test claims to have more than 97% accuracy.
  • In 2019, Dadi launched its at-home fertility test and sperm storage kit, which is FDA-licensed in all 50 states.


  • Due to recent concerns about sperm health, new businesses have risen to tackle the problem.
  • Generally, sperm quality has "fallen precipitously at all ages" for reasons unknown.
  • New companies like Trak, YO sperm and SpermCheck are offering at-home fertility testing so men can know the condition of their sperm.
  • The startup Dadi specializes in at-home fertility test and sperm storage raising $2m in funding.


  • North America has the biggest market share (42%) in Fertility Testing, as the use of fertility monitors, and is expected to be an increasing trend in the North American market.
  • The semen analysis market is expected to reach $355.6 million by 2022 (8.9% compound annual growth rate).
  • This trend is caused by the increasing concerns about the decreasing male fertility.
  • Other causes for the increment are: "government initiatives, introductory offers to expand the business, and growing collaboration between companies".

Research Strategy:

In order to identify trends around over-the-counter male fertility products, we conducted a search for changes that are recently happening in this industry in the United States. By consulting reports, news, and articles from sources such as PRNewswire, NCBI, NLM, MarketWatch, and Bussinesswire regarding male fertility products in the United States, we were found that some changes include the rise of new technologies for at-home fertility tests, the rise of sperm-tech startups, and the market growth of fertility tests.

As we identified "the market growth of fertility tests" as a change in the industry, we searched for proof of its actual growth, meaning recent hard data on the matter. However, we were only able to find the expected to growth to future years and statements saying it is, in fact, growing. These results were found after consulting several reports on the industry, as well as news and press releases on the industry and brands related to the trend (YO, Dadi, Spermcheck). Most of the reports we found are paywalled and did not include this data.

From Part 01
  • "Doesnt matter if it comes with the blue lines noticeable...the urine will change it to what its supposed to be. I had my sister do one and i did one (she is not pregnant and the test o ly showed the not pregnat) Im pregnant and it gave me a positive. I also bought another brand to make sure the result was the same."
  • "I got a faint positive yesterday and my ob had me come in an hour later for blood work that showed no sign of pregnancy. I've been ttc for 2 years in October so this definitely crushed me."
  • "Shipped quickly and wasn't expired."
  • "These tests absolutely suck! I waited about 2-3 weeks for mine to arrive. Then when I ripped one open, my test was INVALID. Not worth the money, go buy one at your local Walmart."
  • " I took both test and they both gave me the error symbols even after using they exactly how I was supposed to. I never write reviews but I was so upset because now I'm out $33 (paid for faster shipping) and I don't want anyone to make the same mistake."
  • "Wow! This pregnancy test is truly amazing. I have never taken one that had such a clear readout. When you have a window that clearly says "pregnant" or "not pregnant", there is absolutely no confusion. It even showed a little hourglass in the window to show it was allowing enough time to pass. This is truly one dummy proof test. It amazed me that this little thing could show an icon and then words in it's window."
  • "Unlike manual pregnancy tests where you have to decipher how many lines are darkening to tell if you’re pregnant, this digital test leaves no doubt what the result is: it tells you in words. Flashing lights on the display indicate the time remaining until an answer appears (it can take up to three minutes). You can use this test up to four days before you expect your period. "
  • "Unlike the Clearblue and EPT tests, the First Response test doesn’t have a separate window for a control line, but we found the strong, dark-pink lines easy to decipher for both positive and negative results."
  • "Though it’s not as sensitive as the First Response manual test, the Clearblue Rapid Detection manual test is a good backup option if the First Response is not available. It has a thin, grip-friendly handle that we found makes it better to hold than the EPT test (though not as easy to hold as the First Response). Like the First Response test, it has a fat tip, making it a generous target for a stream of pee. "
From Part 04
  • "The classification of Fertility Enhancing Treatment includes Fertility Drugs for Women, Fertility Drugs for Men and OTC Conception Gels/Lubricants, and the proportion of Fertility Drugs for Women in 2017 is about 88%."
  • "Market segment by Type, the product can be split into  Fertility Drugs for Women  Fertility Drugs for Men  OTC Conception Gels/Lubricants"
  • "There are a number of known ways to speed up Mother Nature (or try to), but a new over-the-counter supplement has TTC women all over the country buying up stocks so quickly they're selling out. PregPrep, a two-step conception kit, costs $29.95 and has been around for two years, but it wasn't until a recent appearance on Good Morning America, coinciding with a national roll-out to CVS stores, that the fertility booster gained momentum. "
  • "Now, $7 million in venture capital later, Vechery thinks she can change that. Her startup, Modern Fertility—launched last year along with co-founder Carly Leahy—offers fertility testing on-demand. Today, it will begin selling a $199 at-home testing kit, with all of the conveniences of the one sold by 23andMe."
  • "Earlier this year, Bay Area-based Mira Fertility introduced a $100 ovulation tracker. The palm-sized device pairs with a smartphone and uses disposable wands, sold separately, to measure levels of Luteinizing hormone in morning pee."
  • "Another company, Early Sense, makes a $199 disc that slips under a mattress and captures data like heart, breathing, and movement during sleep. The data is then synthesized in a smartphone app, which can predict a six-day “fertile” window for women hoping to conceive."
  • " Egg-Q, which launched in 2016, sells a $249 test that measures AMH levels, the hormone associated with ovarian reserve"
  • "Another company, called Let's Get Checked, offers the same AMH test for $139, or a separate "female hormone" test for $129. "
  • "Fertility apps used by tens of millions of women don’t provide information that can reliably help them avoid or achieve pregnancy despite marketing to the contrary, say gynecologists and researchers. But FDA has largely taken a hands-off position on these products."
  • " Investors sank $304.5 million in women’s health tech startups in 2018."
  • "a unique feature which can be useful for some couples," according to the editors of Apple's App Store, where Clue is ranked among the top five most popular fertility apps."
  • "The app also provides support for women after the loss of a pregnancy and helps them understand when they can begin trying to conceive again, according to Apple's App Store, where Glow is one of the five most popular fertility apps."
From Part 05
  • " Big names in these areas are developing entirely new solutions such as the Flex Disc, Thinx absorbent period underwear, or the Glow fertility and ovulation tracker. While others focus on building tech platforms and subscription services to make existing products such as birth control and period products more easily accessible."
  • "The femtech industry is comprised of over 200 startups worldwide, many of which are founded and led by women. Perhaps the best known categories of femtech are menstruation care, sexual health, fertility tracking and solutions, and pregnancy care."
  • "Genneve is an online clinic dedicated to providing support for women entering menopause. Other companies like Madorra and MenoGeni are developing devices and pharmaceutical alternatives to help treat menopausal symptoms."
  • "Femtech startups are taking on a wide range of issues and conditions that disproportionately affect women including osteoporosis, breast cancer, autoimmune conditions, stroke, thyroid issues, chronic fatigue, anxiety, and depression."
  • "Elvie, a health tech hardware startup creating products like an understated wearable breast pump and a pelvic floor trainer, raised $42 million in Series B funding led by IPGL. Cora, a DTC retailer of organic period products closed $7.5 million in Series A funding. And NextGen Jane raised $9 million in Series A funding for a smart tampon that it hopes to lab test after use to identify early signs of endometriosis"
  • "Other women’s health startups that have recently been funded include fertility solutions (Prelude Fertility, Rinovum, Celmatix, Progyny, Univfy, Conceivable, Nora), period and fertility tracking mobile apps (Flo, Clue, Glow, Natural Cycles, Maya, Ovia), period care goods (Lola, Lunapads, Thinx, Flex, Kasha, Cora, PMS Bites), products to support women’s sexual wellness (Nuelle, Sustain), and pregnancy and nursing care offerings (Bloomlife, Naya, Moxxily, Lucina, and Lia)."