Advantages offered by digital pregnancy tests such as ease of use, instant results, and convenient method of testing that can be conducted at home are boosting growth of the digital pregnancy test kits market. Furthermore, increasing adoption of innovative advertisement and promotion campaigns by manufacturers, are creating awareness regarding pregnancy test kits and self-testing for pregnancy. For instance, aggressive advertisement by Swiss Precision Diagnostics GmbH (SPD) helped in increasing their market share in U.S. in 2013-2014, which its competitor, Church & Dwight Co., Inc. proved in U.S. court. The aggressive advertisement has assisted in increasing the adoption of pregnancy test kits among women, in turn, driving market growth.

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Strip-based conventional pregnancy tests may be associated with certain issues such as possibility of manual errors while comparing the results with the standard, wherein, second opinion may be necessary. Digital pregnancy tests avoids such issues altogether due to the presence of an in-built digital screen, which directly reveals pregnancy status. Moreover, availability of Bluetooth wireless technology in the test kit such as First Response Pregnancy Pro test kit, which can be synced with the smartphone app, is expected to boost growth of the digital pregnancy test kits market.

Manufacturers are focusing on upgrading pregnancy test kits as well as developing new and innovative tests such as digital pregnancy test kits. These digital pregnancy test kits are integrated with Bluetooth connectivity feature to a smartphone application, and the application alerts the user when the test stick detects the sample. For instance, Church & Dwight launched First Response Pregnancy Pro test in 2016, which was the first test integrated with Bluetooth connectivity. Procter & Gamble Co., and Alere, Inc. ventured to create Swiss Precision Diagnostics GmbH—manufacturer of Clearblue digital pregnancy test kits, in 2007. Abbott Laboratories acquired Alere in October 2017. However, the digital pregnancy test kits market experienced a setback in Australia, in March 2017. Almost half of the home pregnancy test kits available across Australia were recalled by Therapeutic Good Administration (TGA), due to false negative results. The recalled test kits included PregSure Digital, and First Response Digital Pregnancy Test & Reaasure.

Continuous advertising is majorly increasing awareness about products such as Clearblue and First Response, which in turn, is creating lucrative growth opportunities for manufacturers in this market. For instance, Swiss Precision Diagnostics (SPD) GmbH—a leading manufacturer of digital pregnancy test kits—experienced a drop of US$ 12.5 share points in 2013, from US$ 16 share points in 2012. However, SPD experienced significant increase in market share from

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August 2013 due to SPD’s extensive advertisement activities. However, incorrect advertising claims can mislead consumers, which may lead to distrust in the brand, thus restraining market growth. For instance, two leading manufacturers, Church & Dwight Co., Inc. and Swiss Precision Diagnostics (SPD) GmbH, were involved in a litigation in 2015, concerning the latter’s false advertisement aired in 2013 and deceptive contents on packaging of its Clearblue Weeks Estimator Home Pregnancy Test. Deceptive claims led SPD to gain significant increase in market share during 2013-2015. Consumers were misled regarding the knowledge of duration of their pregnancy provided by the product’s week indicator. Church & Dwight (C&D), pointed out in this case, that the claims made by SPD regarding comparable accuracy of the results to the results provided by doctors were false.

Major players operating in the digital pregnancy test kits market include Swiss Precision Diagnostics GmbH, Church & Dwight Co., Inc., Gregory Pharmaceutical Holdings, Inc., and Sugentech, Inc.