Hoopsy's 2025 Market Research: Empowering Confidence And Clarity In Pregnancy Testing

At Hoopsy, our mission is clear: eliminate plastic waste from lateral flow tests while empowering our users to feel confident and supported at every step of their pregnancy testing journey. Our Hoopsy 2025 market research shows how users experience pregnancy testing, from interpreting faint lines to feeling emotionally supported. Since launching our 99% plastic-free pregnancy test in the UK in July 2022, we’ve celebrated growth and innovation — expanding into retail and direct-to-consumer channels and planning the launch of hospital, clinic, and complementary ovulation test products. But as we grow, we keep listening.

The Core Challenge: Interpreting Pregnancy Test Results With Confidence

Many users find pregnancy tests emotionally charged and often stressful. Our latest 2025 market research, conducted with over 500 participants in the UK & USA, set out to uncover why pregnancy test results are sometimes confusing and what we can do to help. The answer, as it turns out, lies not just in what you see, but in how you feel and how much support you have while reading that result.

What Did We Learn? Key Findings From Hoopsy’s 2025 Market Research:

• Emotional Impact Is Universal: Nearly 84% of respondents reported feeling nervous while waiting for their results, with anxiety (79%) and hope (82%) following closely behind. Only 44% felt calm during the process, and 35% actively reported confusion about their results. This means emotional uncertainty and the risk of misinterpretation are not the exception – they’re the rule.

• Faint Lines Cause Doubt: About half the women surveyed said their test lines were faint or ambiguous. This makes interpretation especially challenging during an already emotional time, impacting confidence and, potentially, trust in the brand.

• Solo Testers Need More Support: Our analysis found that single, separated, or first-time testers feel the most uncertainty and get the least emotional reassurance. Confidence is higher among partnered or married users, suggesting that support from a partner makes a significant difference in experience.

• Familiarity Builds Confidence: Those familiar with pregnancy tests or who had more testing experience were 40–45% more confident in their ability to interpret results correctly compared to first-time users.

• Demand for Tech-Enabled Solutions: Nearly 70% of surveyed users said they’d buy a pregnancy test with an app feature that provides digital result readings. 64% already believe an app would be more accurate than interpreting results manually, and 70% said digital tools would reduce guesswork and provide reassurance.

What Does This Mean for Hoopsy’s Products And Your Experience?

Our research is about more than numbers. It’s about designing products that recognise and address the real, emotional experiences of our users. Here’s how these insights guide us:

• Building The Hoopsy App For Clarity And Calm: The next generation of Hoopsy pregnancy tests will come with an AI-powered app – combining image recognition with clear, supportive instructions to remove doubt and provide emotional reassurance, whether you’re testing alone or with a partner.

• Education At The Core: We will integrate interactive tutorials and visual “how to read your test” guides directly into our packaging and digital experience. Data show that this education could reduce confusion by 40% – the strongest single effect observed.

• Sustainability Without Compromise: While we enhance technology and user experience, our dedication to 100% plastic-free products and environmental responsibility remains at the heart of everything we do.

Looking Forward

At Hoopsy, we’re not just making sustainable pregnancy tests – we’re building a community of support, clarity, and trust. Our new research confirms what many have told us: Pregnancy testing is deeply personal, often stressful, and sometimes overwhelming. By prioritising emotional clarity, user education, and innovative digital tools, we’re here to be a trusted ally in your journey – with sustainability as our promise to you and the planet.

Stay tuned as we roll out our next-gen, AI-powered pregnancy testing experience. Your confidence and peace of mind matter – and together, we’re redefining what it means to test with clarity.

This research and analysis were conducted by Anjali Negi from Aston University.