This unprecedented study provides detailed market data on products and segments in the retail OTC diagnostic market in the United States.
In addition to market size, growth and competitive share information on each of six testing categories plus testing accessories, the report contains the results of a major consumer survey conducted jointly by Kalorama Information and The Telephone Centre, Inc., focusing on consumer attitudes and awareness of OTC testing products and their marketing channels. This valuable consumer information, never before published, is a must have for diagnostic manufacturers assessing the always promising OTC market.
Product segments examined include:
- Glucose Testing Kits
- Pregnancy Test Kits
- Blood Pressure Testing Kits
- Ovulation Prediction Kits
- Urine Tests/Kits
Current competitive market share in these major categories is provided and market size and growth estimates are given through 2008. Promotional activities are reviewed and new products surveyed.
In addition, detailed information on consumer awareness of products and attitudes toward home testing are thoroughly documented in this first-ever survey dedicated to the home diagnostic segment. The report provides demographic information, product perception, promotional channel data, barriers to purchase and much more on smaller testing segments such as
- Drugs of Abuse Testing
- Home HIV testing
- Home Cancer Screening
- And more
The report methodology includes both primary and secondary research. Primary material was derived from three main sources:
- Information Resources Inc (IRI) tracks information about OTC diagnostic products that are sold through retail channels (F/D/M—food stores, drug stores and mass-merchandisers).
- Consumer attitudes, opinions, and product awareness information for all home diagnostic areas was derived from a telephone survey of U.S. consumers conducted specifically for this study by Kalorama Information in partnership with The Telephone Centre, Inc.
- The consumer data and analysis relating to home pregnancy testing kits are based on data provided by Simmons Marker Research Bureau derived from their NCS (National Consumer Survey), Spring 2004.
The secondary research data were obtained from trade associations, business journals, government agencies and other publicly available information. The secondary research methodology included defining sources for information; rating information based on relevance, timeliness, scope, and accuracy based on authenticity of the information provider (such information is meticulously sourced throughout the report); and exploring the position of the market after collating the information, including following key parameters were used to track market position:
- Market share
- Historic market growth rate
- Market size
- Market segmentation
- Competitive activities
- Number of competitors
- Customer base measurements
- Market maturity
Once the current position of the market was accurately identified, the next step was to forecast the future of the market. For this, we used the historic data provided by IRI, along with data from the consumer survey. However, many of the market trends and technical trends forecasted need to be surveyed over time to refine its accuracy. Other factors considered while forecasting were:
- Market trends
- Regulatory trends
- Market share movements
Kalorama Information’s research partner for this survey was The Telephone Centre, Inc. (TCI) a New York-based market research company specializing in telephone survey research, both business to business and consumer. TCI employs a variety of methodologies including quantitative telephone, telephone/mail-web, telephone/mail-web/telephone, and qualitative telephone research and conducts over 400 studies each year. Some of the TCI’s clients include Harris Interactive, Yankelovich Partners, Inc., Marketing and Planning Systems, National Analysts, Data Development Corporation and Hall and Partners, conducting research on behalf of IBM, Pfizer Pharmaceuticals, Time Magazine and Prodigy among others.