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Brief Updated: 13 Sep 2019

Female Fertility: Conception Kit Empowers Women


The global fertility market is slated to grow by 9.2% annually, reaching $34bn by 2024 (Zion Market Research, 2018). Declining fertility rates worldwide and delaying pregnancy are boosting demand for conception-aiding services, such as Natalist – a new subscription box of essentials to help women conceive.

Launched in August 2019, healthcare start-up Natalist’s boxes arm women with conception aids including an illustrated guide book with practical tips for falling pregnant, ovulation tests and physician-recommended prenatal vitamins. Delivered monthly and costing $81 per kit, the Get Pregnant Bundles change as one’s fertility journey progresses right up until birth.

The company wants to become a go-to educational resource, bringing women pursuing parenthood together in a community via its website and social media streams. Another key aim is to cut through the overwhelming conception-oriented clutter online, with materials that debunk myths and are backed by science. It’s a move that will appeal to millennial women (aged 25 to 38), who increasingly distrust healthcare information they read online.

The lesson for brands is to act as allies in streamlining tricky, transformative stages of women’s lives. Other notable examples of those successfully targeting female rites of passage include Fridababy’s products for postpartum recovery, Blume’s range for girls navigating puberty, and Genneve’s online clinic and shop which helps women during the menopause.

The femtech industry is booming, with a market potential of $50bn by 2025 (Frost & Sullivan, 2018). Beyond a focus on reproduction and fertility, there is also significant opportunity for brands to offer products and services that enhance sex-related physical and emotional wellbeing, too, as we noted in Female Sexuality in Focus.

For more on supporting women entering new life phases, see Serving the Self-Care Generation and Midlife Women & Wellness. Also see Retail Joins the Family for more on the role your brand can play in easing consumers through transitional phases by providing safe spaces and support systems.

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