Fertility in Focus

Published 14 April 2021

Authors

Charlotte Rickards

Estella Shardlow

With birth rates tumbling and the pandemic pausing many consumers’ parenting plans, the fertility services sector is ripe for investment – forecast to be worth $39bn globally by 2027. We survey the latest innovations and behavioural shifts arising out of Covid’s baby drought, including at-home fertility testing start-ups and the explosion in egg freezing.

The Big Freeze

Innovating Agile Fertility Formats

Levelling the Path to Parenthood

Biological fertility has been decreasing globally in recent decades, attributed to pollution. Now, as a hiatus on weddings and dating during lockdowns meets an economic downturn, pandemic-era lifestyle upheaval sees birth rates plummet further – and social egg freezing rise – across the developed world.

Summary

The Big Freeze	Biological fertility has been decreasing globally in recent decades, attributed to pollution. Now, as a hiatus on weddings and dating during lockdowns meets an economic downturn, pandemic-era lifestyle upheaval sees birth rates plummet further – and social egg freezing rise – across the developed world.
Innovating Agile Fertility Formats	As consumer anxiety about conceiving grows, the industry is responding with increasingly precise DIY tools for tracking and testing fertility, such as mail-order fertility test kits and wearable synced ovulation apps.
Levelling the Path to Parenthood	Although one in seven couples have trouble conceiving (NHS, 2021), the barriers to entry for clinic-based fertility treatments, and social stigmas surrounding the topic, remain high. But smart brands (and governments) are broadening their perspectives on family planning beyond the nuclear form, and initiating policies or pricing that make fertility services more accessible.

Fertility in Focus

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Topics

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