The U.S. swab and viral transport medium (VTM) market is expected to witness steady expansion over the next decade, driven by the increasing demand for accurate diagnostic testing, preparedness for infectious disease outbreaks, and advancements in sample collection and transport technologies. According to recent estimates, the U.S. market size is projected to reach US$486.4 million in 2025 and grow at a CAGR of 3.6% to achieve US$623.1 million by 2032.
This growth trajectory reflects the ongoing reliance on diagnostic testing across healthcare and laboratory settings, extending well beyond the COVID-19 pandemic, with respiratory illnesses, viral outbreaks, and point-of-care testing fueling demand.
Historical Trends and Market Outlook
Between 2019 and 2024, the U.S. market for swabs and transport media underwent a period of rapid transformation. The COVID-19 pandemic triggered unprecedented demand for nasopharyngeal swabs and viral transport media, creating global supply chain challenges and reshaping manufacturing priorities. Companies such as Thermo Fisher Scientific, COPAN Diagnostics, and Puritan Medical Products rapidly scaled production to meet national requirements.
As the market transitions into the forecast period of 2025–2032, growth is expected to moderate but remain steady, as healthcare providers focus on strengthening diagnostic infrastructure, ensuring preparedness for future outbreaks, and integrating advanced transport solutions for molecular testing.
Key Growth Drivers
Several factors are contributing to the positive outlook for the U.S. swab and VTM market:
Rising Prevalence of Viral Infections
While COVID-19 was a primary driver of demand, other viral infections such as influenza, respiratory syncytial virus (RSV), herpes simplex virus (HSV), and mumps continue to require reliable swab and transport medium solutions for accurate detection. Seasonal surges in influenza and RSV cases sustain demand throughout the year.
Growing Demand for Molecular Testing
The shift toward molecular diagnostics, which require high-quality specimen collection and transport, is fueling adoption of advanced media types such as molecular transport medium (MTM). This ensures sample stability for PCR testing, increasingly used in both clinical and research environments.
Expansion of Point-of-Care Testing
With point-of-care (POC) testing gaining momentum, particularly in community clinics and urgent care centers, there is rising demand for swabs and VTMs optimized for rapid testing workflows. This trend supports wider adoption across non-traditional healthcare settings.
Preparedness for Future Pandemics
The COVID-19 experience highlighted the importance of stockpiling swabs and VTMs. Federal and state health agencies, along with healthcare institutions, are investing in strategic reserves and partnerships with manufacturers to ensure timely availability during future public health crises.
Market Challenges
Despite growth prospects, the U.S. swab and VTM market faces certain challenges that could impact adoption and profitability.
Pricing Pressures: Increasing competition and the commoditization of swabs and media are creating pricing pressures for manufacturers, especially as government procurement contracts emphasize cost efficiency.
Supply Chain Vulnerabilities: Raw material shortages, particularly for flocked nylon and polyester swabs, pose risks during demand surges.
Regulatory Requirements: Compliance with stringent FDA and CDC guidelines for diagnostic products adds complexity for manufacturers, requiring ongoing investment in quality assurance and testing.
Shift in Demand Post-Pandemic: As COVID-19 testing volumes decline, manufacturers must diversify their portfolios to address other infectious diseases and routine diagnostic applications.
Market Segmentation Analysis
By Product Type
The market is segmented into swabs and transport media, with swabs further divided into nasopharyngeal, oropharyngeal, anterior-nasal and mid-turbinate, and culture swabs. Transport media includes viral transport medium (VTM), universal transport medium (UTM), molecular transport medium (MTM), and others.
Swabs: Nasopharyngeal swabs remain the gold standard for respiratory virus detection, though anterior-nasal and mid-turbinate swabs are gaining favor due to improved patient comfort and ease of use.
Transport Media: VTMs dominate the segment, but demand for MTMs is expected to grow fastest due to their compatibility with advanced PCR techniques.
By Application
COVID-19: While declining in relative share, it remains a significant contributor to market demand.
Influenza and RSV: Seasonal surges ensure steady consumption of swabs and VTMs.
HSV and Mumps: Specialized use cases in diagnostic laboratories support demand for niche products.
By Swab Material
Flocked Nylon: Preferred for superior sample collection and release efficiency, dominating market share.
Polyester/Rayon: Cost-effective alternatives, often used in lower-resource settings or for non-critical applications.
By End User
Hospitals & Clinics: Largest consumer segment, accounting for widespread diagnostic testing.
Diagnostic Laboratories: Strong demand due to high-volume testing needs.
Point-of-Care Testing Centers: Expected to grow rapidly as decentralized testing models expand.
Ambulatory Surgical Centers and Others: Smaller but steadily growing end-user base.
Competitive Landscape
The U.S. swab and VTM market is characterized by intense competition, with both multinational corporations and specialized diagnostics firms playing critical roles.
Thermo Fisher Scientific and Becton, Dickinson and Company (BD) dominate with diversified product portfolios and robust supply chains.
COPAN Diagnostics and Puritan Medical Products are notable for their innovations in swab design and rapid scalability during the COVID-19 crisis.
Longhorn Vaccines & Diagnostics has gained traction with molecular transport medium offerings.
Trinity Biotech, Hardy Diagnostics, and Meridian Bioscience provide specialized solutions for specific viral detection applications.
Major distributors such as McKesson Medical-Surgical and Cardinal Health play a pivotal role in ensuring nationwide availability.
Global players like F. Hoffmann-La Roche Ltd and DiaSorin S.p.A. integrate swabs and VTMs with diagnostic platforms, creating added value.
Strategic Initiatives and Growth Opportunities
Manufacturers are adopting multiple strategies to strengthen their market position:
Product Innovation: Development of patient-friendly swabs and advanced MTMs tailored for molecular assays.
Capacity Expansion: Building additional manufacturing facilities to mitigate supply chain risks.
Public-Private Partnerships: Collaborations with government agencies for emergency preparedness and stockpiling.
Mergers and Acquisitions: Consolidation activities aimed at broadening portfolios and expanding distribution reach.
Future opportunities lie in:
Integration of swabs and VTMs with diagnostic kits for turnkey solutions.
Development of dry transport systems eliminating the need for liquid media.
Expansion into veterinary diagnostics and environmental testing applications.
Pricing and Market Dynamics
Pricing remains a key factor influencing market competitiveness. While high-quality flocked swabs command premium prices, cost-sensitive buyers often prefer polyester and rayon alternatives. Transport media pricing varies by type, with MTMs typically priced higher due to added stabilization properties.
As healthcare institutions seek cost efficiency, bundled procurement of swabs and VTMs is gaining popularity, encouraging manufacturers to offer integrated solutions at competitive rates.
Future Outlook
Looking ahead, the U.S. swab and VTM market is set to maintain a steady growth trajectory, underpinned by the central role of diagnostic testing in healthcare delivery. While COVID-19 highlighted vulnerabilities in supply and demand, the lessons learned are shaping a more resilient and innovative marketplace.
By 2032, the market is expected to surpass US$623 million, with advancements in molecular transport solutions, increasing adoption in decentralized testing, and strategic stockpiling efforts driving long-term demand.
Industry leaders that prioritize innovation, supply chain resilience, and diversification will be best positioned to capture opportunities in this evolving market.
