First Response Rapid Result sales swell

SOUTH BEND, Ind. — A mainstay of Church & Dwight’s First Response line, the First Response Rapid Result pregnancy test has been one of the strongest-performing items in the pregnancy test kit market over the past year. Data from IRI showed that for the 12 months ended May 15, sales of First Response Rapid Result increased by 34.1% to $15.3 million, making it the fifth best-selling pregnancy test in the country and 1-of-3 First Response products among the category’s 10 top sellers. Coupled with a significant increase for the First Response Gold pregnancy test kit (up 34.5% for the year), Rapid Result helped Church & Dwight remain as the No. 2 marketer of pregnancy tests, second only to private-label kits.

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Marketers say that the First Response Rapid Result’s ability to isolate and detect the pregnancy hormone in the user’s urine and provide results that are 99% accurate in just one minute has made it popular with women by helping to reduce the time that women anxiously wait for results.