Rapid diagnostics and lateral flow testing underwent the most dramatic expansion in IVD history during the COVID-19 pandemic — and the market is now navigating one of its most significant resets. Rapid antigen test revenues that peaked at over $20 billion in 2021-2022 have normalized sharply as COVID-19 demand subsided, forcing manufacturers to diversify into influenza, RSV, strep, and combination respiratory panels. The underlying lateral flow platform remains one of the most versatile and cost-effective diagnostic technologies — enabling point-of-care testing at the lowest unit cost of any IVD format. Abbott's BinaxNOW, Roche's SARS-CoV-2 portfolio, and QuidelOrtho's Sofia platform demonstrated that consumer-grade rapid tests can achieve mass-market scale. The next growth wave is in multiplexed rapid panels, smartphone-connected readers, and home testing ecosystems.
This report provides significant competitor information, analysis, and insight critical to the development and implementation of effective marketing and R&D programs.
Topics Covered
• Rapid Diagnostics and Lateral Flow Market Size and Forecast 2025-2030 by Product and Region
• Post-COVID Market Reset — Revenue Normalization, Portfolio Diversification, and New Growth Drivers
• Respiratory Rapid Testing — Influenza, RSV, COVID-19, and Combination Panels
• Lateral Flow Technology — Membrane Materials, Conjugates, and Reader Integration
• Multiplexed Rapid Tests — Syndromic Panels and Multi-Analyte Platforms
• Home Testing and Consumer IVD — Regulatory Framework and Market Development
• Smartphone-Connected Readers — Digital Integration and Connected Diagnostics
• Competitive Landscape — Abbott, Roche, QuidelOrtho, BD, and Emerging Players
• Regional Analysis — Developed Market Reset vs. Emerging Market Growth
• Investment and Partnership Opportunities — Platform Technology and Distribution
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Table of Contents
1. Executive Summary
- Key findings and strategic implications
- Post-COVID market reset analysis
- Highest-priority growth opportunities
- Strategic recommendations
2. Market Overview
- Market definition, scope and segmentation
- Post-COVID normalization and new baseline
- Key demand drivers and restraints
- Regulatory environment — FDA OTC clearance and EU IVDR self-test
3. Post-COVID Market Reset
- Revenue normalization trajectory by supplier
- Portfolio diversification strategies
- New growth drivers replacing COVID volumes
4. Respiratory Rapid Testing
- Influenza, RSV, and COVID-19 testing markets
- Combination and multiplex respiratory panels
- Seasonal demand dynamics and inventory management
5. Lateral Flow Technology
- Membrane materials and conjugate technology
- Reader integration and quantitative formats
- Platform improvements enabling expanded analyte menus
6. Multiplexed Rapid Tests
- Syndromic panel development on lateral flow platforms
- Multi-analyte quantitative rapid tests
- Competitive landscape — Abbott, Roche, QuidelOrtho, and emerging players
7. Home Testing and Consumer IVD
- OTC market development and regulatory framework
- Consumer behavior and repeat purchase dynamics
- Direct-to-consumer channels and e-commerce
8. Smartphone-Connected Readers
- Reader technology and connectivity platforms
- Digital integration with health records
- Commercial models for connected diagnostics
9. Competitive Landscape
- Abbott, Roche, QuidelOrtho, BD, and emerging players
- Asian manufacturers and their global expansion
- M&A and partnership activity 2023-2025
10. Regional Market Analysis
- 10.1 North America (U.S., Canada, Mexico)
- 10.2 Europe (38 countries)
- 10.3 Asia-Pacific (18 countries)
- 10.4 Latin America (22 countries)
- 10.5 Middle East (11 countries)
- 10.6 Africa and Rest of World
11. Strategic Conclusions and Recommendations
- Highest-priority opportunities by product and region
- Market entry and expansion strategies
- Platform technology and distribution priorities
12. Appendix
- Research methodology
- Abbreviations and definitions
- List of tables and figures
List of Tables
Table 1. Rapid Diagnostics Post-COVID Reset — Revenue Normalization by Supplier 2022-2025
Table 2. Respiratory Rapid Testing — Product Landscape and Leading Suppliers 2025
Table 3. Lateral Flow Technology — Platform Comparison and Capabilities 2025
Table 4. Multiplexed Rapid Tests — Product Landscape and Development Pipeline 2025
Table 5. Home Testing — Regulatory Framework by Region 2025
Table 6. Smartphone-Connected Readers — Platform Comparison and Leading Suppliers 2025
Table 7. Leading Suppliers and Competitive Positioning 2025
Table 8. M&A and Partnership Activity 2023-2025
Table 9. Regulatory Pathway Summary — OTC and Self-Test by Region 2025
Table 10. Key Risks and Mitigation Strategies
Abbott Diagnostics
Bio-Rad Laboratories
bioMérieux
Danaher (Beckman Coulter, Cepheid, Radiometer)
DiaSorin
Hologic
QuidelOrtho
Roche Diagnostics
Siemens Healthineers
Sysmex
