Clearblue

What Clearblue does

Clearblue is the world's No. 1 selling brand in home pregnancy and fertility tests, operated as a brand under SPD Swiss Precision Diagnostics GmbH, a privately held Swiss company headquartered in Geneva, with operational presence in Vallejo, California, and 251-500 employees globally. Founded in 1988 with the launch of the world's first one-step pregnancy test, the company pioneered the modern home diagnostic category and has since introduced category-defining innovations including the first one-step ovulation test (1989), the first digital pregnancy test (2003), and the first Advanced Fertility Monitor with touch-screen technology (2015).

The core product portfolio comprises pregnancy tests (Early Digital, Early Detection, Rapid Detection, Digital with Smart Countdown, Flip & Click), ovulation tests (Smart, Advanced Digital, Digital), the Fertility Monitor with Touch Screen and its consumable test sticks, the Menopause Stage Indicator, and a Birth Control Kit. Underlying technology rests on hormone immunoassays detecting hCG (pregnancy), LH and estrogen (ovulation), and FSH (menopause), augmented by proprietary platforms including SmartGuard (ease-of-use), DualSense (dual-hormone detection to reduce false positives), Floodguard (anti-oversaturation), an Adaptive Algorithm for low-LH detection, and Camera-Read smartphone integration. The company backs claims with a 40+ year evidence base of 23,000+ clinical research volunteers across 140+ trials, and has been consecutively voted the #1 Most Trusted Pregnancy and Ovulation brand in the US BrandSpark studies (2025, 2026).

The business model is a mass-market consumer packaged goods motion. Revenue is generated primarily through hardware sales of single-use test kits and reusable monitor-plus-consumable systems, sold in pack configurations ranging from 1 to 50 tests at unit pricing, through an omnichannel distribution network that includes major US pharmacy chains (CVS, Walgreens, Rite Aid), mass merchandisers (Target, Walmart, Kroger, Meijer, Dollar General, HEB, Publix), Amazon, and Clearblue's own e-commerce site. The brand reaches customers in approximately 20 countries across North America, Europe, Asia Pacific, Latin America, and Africa, with localized websites for each market, and serves roughly 20 million women annually, with 30 million+ website visits per year. The Clearblue Period & Cycle Tracker App serves as a digital complement to the Smart Ovulation Test, while a Healthcare Professionals portal drives OB-GYN endorsement (Clearblue is the #1 OB-GYN recommended ovulation brand in the US).

Name

Clearblue

Legal name

SPD Swiss Precision Diagnostics GmbH

Website

https://clearblue.com

Company type

Private

Founded year

1988

Operating status

Operating

Headcount range

251–500 employees

Short description

Clearblue is the world's No. 1 selling brand of home pregnancy, ovulation, fertility, and menopause diagnostic tests, sold across 20+ countries through major retailers, reaching 20M+ women annually under Swiss parent SPD Swiss Precision Diagnostics GmbH.

Ownership category

akta.pro rank

Product category

Home Pregnancy and Fertility Diagnostic Tests

NAICS

In-Vitro Diagnostic Substance Manufacturing (325413)

SIC

In Vitro & In Vivo Diagnostic Substances (2835)

akta.pro primary industry

Pregnancy, Fertility & Women’s Health Rapid Tests (hCG, ovulation, vaginal infection) (HLAHAOAF)

akta.pro secondary industries

Home-Use & OTC Rapid Self-Tests (Consumer POCT kits) (HLAHAOAK), Home Diagnostic & Self-Test OTC Kits (HLAIADAO), Remote Diagnostics & Home Testing Devices (Connected POC/At-Home Diagnostic Readers) (HLAHACAL), IVD Reagents, Assay Kits & Consumables (Non-instrument) (HLAHAAAM)

Keywords

• Home pregnancy tests
• Ovulation tests
• Fertility monitors
• Reproductive health diagnostics
• Menopause stage indicators

Headquarters

HQ city

Vallejo

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Marketing or Sales, Supply Chain, Technology or R&D, Personnel, Operations

Revenue model

1. Pregnancy Test Sales: One-time purchase of pregnancy test kits available in various pack sizes (1, 2, 3, 5, 10 tests) sold through retail stores and online channels
2. Ovulation Test Sales: Ovulation test kits sold in packs of 10-50 tests, including Smart Ovulation Tests that require app connectivity
3. Fertility Monitor Sales: Fertility monitors and associated test sticks sold as reusable devices with consumable test sticks
4. Menopause Stage Indicator: Single-use or reusable menopause stage indicator tests
5. Birth Control Kit: Hormone-free birth control starter packs

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Clearblue manufactures and sells home diagnostic test kits for pregnancy detection, ovulation tracking, fertility monitoring, and menopause stage indication. Products include digital and rapid detection pregnancy tests, ovulation tests, touch-screen fertility monitors with consumable test sticks, and a menopause stage indicator, supported by the Clearblue Period & Cycle Tracker mobile app. The portfolio also includes combo packs and a hormone-free birth control kit.

Product overview

Clearblue offers a comprehensive portfolio of home-based fertility, pregnancy, and reproductive health diagnostic products. The core offering includes pregnancy tests (Early Digital, Early Detection, Rapid Detection, Digital with Smart Countdown, Flip & Click) and ovulation tests (Smart Ovulation Test, Advanced Digital Ovulation Test, Digital Ovulation Test) along with the Fertility Monitor. These products are complemented by the Menopause Stage Indicator and a Birth Control Kit. The ecosystem is supported by the proprietary Clearblue Period & Cycle Tracker App which integrates with the Smart Ovulation Test. The company also offers combo packs (Triple Assurance, 4x Confirmation, Extra Confirmation, 2 Ways to Test Early) for users seeking additional reassurance through multiple tests.

Differentiator

Problem solved

Functional benefit

Brands

• Clearblue Early Digital Pregnancy Test: Digital pregnancy test providing clear 'Pregnant' or 'Not Pregnant' results up to 6 days before missed period with SmartGuard technology.
• Clearblue Early Detection Pregnancy Test
• Clearblue Rapid Detection Pregnancy Test
• Clearblue Smart Ovulation Test
• Clearblue Advanced Digital Ovulation Test
• Clearblue Fertility Monitor with Touch Screen
• Clearblue Menopause Stage Indicator

Products and services

• Early Digital Pregnancy Test Digital pregnancy test providing clear 'Pregnant' or 'Not Pregnant' word results up to 6 days before missed period, featuring SmartGuard Technology including extra wide tip, unique stop light, and Floodguard Technology. Designed for women seeking early detection with unambiguous results.
• Early Detection Pregnancy Test Pregnancy test that can detect pregnancy 6 days before missed period using DualSense Technology, which detects both hCG and FSH levels to help prevent false positives in peri/postmenopausal women. For women seeking early detection.
• Rapid Detection Pregnancy Test Fast pregnancy test delivering pregnant results in as fast as 1 minute when testing from the day of missed period. Features extra wide absorbent tip with Floodguard Technology to prevent user error. Red Dot Design Award winner in 2012.
• Digital Pregnancy Test with Smart Countdown Digital pregnancy test with unmistakable clear 'Pregnant' or 'Not Pregnant' results in words and a Smart Countdown display feature. Pioneered by Clearblue with the launch of the world's first digital pregnancy test in 2003.
• Flip & Click Pregnancy Test Pregnancy test with foldable design for easy use and disposal. Aimed at users seeking a convenient, portable test format.
• Smart Ovulation Test Camera-read ovulation test that pairs with the Clearblue Period & Cycle Tracker app and uses an Adaptive Algorithm to detect low LH surges below 25 mIU/ml. Identifies the 2 most fertile days with 99% accuracy at detecting the LH surge. For women trying to conceive.

Quantifiable outcome

• 82% increased chance of getting pregnant when using Clearblue Fertility Monitor
• +4 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Scale indicators7 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• First Response: First Response, owned by Church & Dwight, is Clearblue's primary direct competitor in home pregnancy and ovulation testing in the US, with overlapping early-detection claims and similar mass-retail distribution.
• EPT: EPT is a Church & Dwight pregnancy test brand and historic category pioneer, directly competing with Clearblue on retail shelf for at-home pregnancy test share.
• Wondfo: Wondfo is a Chinese in-vitro diagnostic manufacturer with a large at-home pregnancy and ovulation test portfolio, directly competing in the OTC fertility/POCT category across global markets.
• Easy@Home: Easy@Home (by Easy Healthcare) sells budget ovulation strips and pregnancy tests across online channels including Amazon, directly competing with Clearblue on price-sensitive OTC SKUs.
• Stada Arzneimittel: Stada markets home pregnancy and ovulation tests primarily across European pharmacy channels under multiple brands, directly competing with Clearblue in EU retail alongside regional pharmacy own-label.

Emerging players

• Proov: Proov focuses on ovulation confirmation via PdG (pregnanediol glucuronide) testing at home, an emerging adjacent category that intersects with Clearblue's ovulation product line.
• Mira: Mira offers connected hormone-monitoring devices and test wands for fertility tracking, a direct functional comparison to Clearblue's Smart Ovulation Test with deeper quantitative hormone readouts.
• Inito: Inito provides app-connected at-home fertility hormone monitoring measuring LH, FSH, estrogen, and PdG, positioning it as a feature-rich competitor in the connected ovulation segment.

Broad incumbents

• Church & Dwight: Church & Dwight owns both First Response and EPT and broader consumer healthcare portfolio, making it a key competing brand owner with deeper resources than the standalone Clearblue brand business.
• Roche Diagnostics: Roche Diagnostics operates broadly across IVD including pregnancy/fertility tests through consumer brands and hospital channels, overlapping with Clearblue from a diagnostic-product standpoint at much larger scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/watch?v=IK8Jjvc-DuM
• Xx.com/clearblue
• Facebookfacebook.com/Clearblue
• LinkedInlinkedin.com/company/clearblue-france

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Clearblue