300+ Retail Doors and IVF-Specific Formulas Signal Shift in Market for IVF Supplements
The fertility supplements category is undergoing a structural transition as IVF patients, clinics, and clinicians increasingly scrutinize how over-the-counter products intersect with treatment protocols. Once dominated by broad prenatal vitamins, the category is moving toward IVF-specific formulations designed to account for medication interactions, laboratory sensitivity, and evidence-based dosing. This shift reflects both rising patient usage and growing concern among providers about the unintended consequences of unsupervised supplementation during fertility treatment.
45% of fertility patients use supplements and don’t tell their doctor
Supplement use is now routine in fertility care, with 70% of patients reporting use—but only 25% disclosing it to their care team—raising measurable risks for drug interactions and hormone assay accuracy during IVF. Certain commonly marketed ingredients—including herbal compounds and high-dose biotin—are known to interfere with ovulation induction drugs, hormone assays, and embryology lab results. As a result, supplements are increasingly viewed as inputs that can directly influence clinical decision-making and outcomes.
Against this backdrop, Bird&Be has gained visibility by positioning its products explicitly around IVF and IUI compatibility rather than general wellness claims. Its formulations are developed with reproductive endocrinology input and exclude ingredients associated with medication interference or lab disruption. This approach mirrors a broader category trend: fertility supplements are increasingly expected to align with clinical standards and treatment workflows, rather than existing in parallel to them.
New distribution strategies expand IVF supplements market
Distribution strategy has become another defining factor in the category’s evolution. Historically, fertility supplements were accessed primarily through clinics or direct-to-consumer channels, limiting reach to patients already engaged in specialized care. Bird&Be’s launch across more than 300 Ulta Beauty retail locations represents a notable expansion of where and when patients encounter fertility-focused products. By entering mainstream retail, fertility supplements are moving earlier into the patient journey, particularly for individuals in regions with limited access to OB-GYNs or fertility specialists.
From a market performance perspective, Bird&Be reports consistent year-over-year growth over the past three years, supported by both retail expansion and product line development. In addition to prenatals, the company has introduced adjacent fertility products, signaling a broader trend toward integrated reproductive health portfolios rather than single-product supplement brands. This diversification reflects increasing competition in the category as companies seek to establish durable relationships with patients across multiple stages of care.
Clinical credibility remains a central axis of competition. Ongoing debate around folic acid versus methylated folate underscores the tension between established clinical guidance and consumer-driven wellness narratives. Coverage featuring Bird&Be’s medical advisors reinforces that decades of evidence supporting folic acid’s role in preventing neural tube defects continue to inform formulation decisions, even as brands address genetic variability such as MTHFR variants through combined approaches.
As the supplements category continues to intersect more directly with IVF treatment, scale and standardization are becoming almost as important as formulation itself. The coming year suggests a clear directional change: fertility supplements are no longer peripheral wellness products, but an increasingly regulated, clinically scrutinized component of the IVF care ecosystem—shaping how patients, providers, and platforms think about supplementation before, during, and after treatment.
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