Cell Viability Assays Market - Global Industry Size, Share, Trends, Opportunity, and Forecast, Segmented by Product (Consumables, Instruments), By Application (Drug Discovery and Development, Stem Cell Research, Diagnostics), By End Use (Biopharmaceuticals and Pharmaceutical Companies, CROs & CMOs, Academic and Research Institutes, Diagnostic Lab), and By Region, Competition, 2021-2031F

Forecast Period	2027-2031
Market Size (2025)	USD 1.35 Billion
CAGR (2026-2031)	8.89%
Fastest Growing Segment	Consumables
Largest Market	North America
Market Size (2031)	USD 2.25 Billion

Market Overview

The Global Cell Viability Assays Market will grow from USD 1.35 Billion in 2025 to USD 2.25 Billion by 2031 at a 8.89% CAGR. Cell viability assays are analytical procedures utilized to quantify the proportion of live cells within a population and serve as an essential component in drug discovery and toxicity testing. The primary driver supporting market growth is the intensifying focus on pharmaceutical research activities necessitated by the rising global burden of chronic diseases which demands rigorous cellular analysis. According to the International Federation of Pharmaceutical Manufacturers and Associations, in 2024, there were more than 12,700 medicines in various stages of development globally. This robust pipeline directly increases the demand for reliable cellular analysis tools to assess drug efficacy and safety profiles during preliminary screening phases.

However, the market encounters a significant challenge due to the substantial capital required for advanced screening instrumentation. Smaller research laboratories and academic institutions often struggle with these high acquisition costs and the associated need for specialized training. This financial barrier combined with a shortage of skilled personnel capable of interpreting complex assay data may impede widespread adoption and restrict market expansion particularly within developing regions with limited budgets.

Key Market Drivers

The rising global burden of chronic and infectious diseases acts as a primary catalyst for the industry, necessitating rigorous cellular testing for new therapeutic interventions. As the prevalence of conditions such as cancer escalates, researchers rely heavily on viability assays to evaluate the cytotoxicity and efficacy of potential treatments on diseased cells. This surge in pathology drives the requirement for precise analytical tools that can determine cell health under various experimental conditions. According to the American Cancer Society, January 2024, in the 'Cancer Facts & Figures 2024', it was projected that the United States alone would witness over 2 million new cancer cases in 2024. This expanding patient pool compels pharmaceutical entities to accelerate screening processes, thereby sustaining the demand for accurate cell viability measurement tools in oncology research.

Simultaneously, the market expansion is fueled by increasing research and development expenditure by pharmaceutical and biopharmaceutical companies aiming to deliver novel biologics and small molecule drugs. High capital allocation towards R&D allows firms to integrate advanced automated screening systems that utilize cell viability assays for high-throughput analysis. According to Roche, February 2024, in the 'Annual Report 2023', the company invested CHF 13.2 billion in research and development activities to advance its portfolio of diagnostics and medicines. This financial commitment supports the procurement of consumables and assay kits essential for the drug discovery workflow. Furthermore, companies are expanding their global footprint to support these scientific endeavors. According to AstraZeneca, in 2024, the company announced a $1.5 billion investment to construct a focused manufacturing facility in Singapore, highlighting the robust flow of capital into life sciences infrastructure that underpins the consumption of cell analysis technologies.

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Key Market Challenges

The substantial capital outlay required for advanced screening instrumentation constitutes a primary restraint on the Global Cell Viability Assays Market. Smaller research laboratories and academic institutions often operate with restricted budgets that cannot accommodate the high acquisition and maintenance costs of these analytical tools. Consequently, these entities are forced to rely on less precise, traditional methods, which significantly reduces the adoption rate of modern assay technologies. This financial barrier is compounded by a scarcity of skilled professionals capable of interpreting complex assay data, further deterring investment from organizations unable to fund the necessary specialized training programs.

The inability of smaller market participants to access these tools limits the total addressable market, creating a sector heavily dependent on large-scale pharmaceutical firms for revenue. The immense financial resources required to compete in this environment are illustrated by recent industry spending levels. According to the European Federation of Pharmaceutical Industries and Associations (EFPIA), in 2024, the research-based pharmaceutical industry invested an estimated €55,000 million in research and development in Europe. This magnitude of spending highlights the severe financial disparity between major industry players and smaller entities, as the latter lack the capital depth to purchase necessary viability assay systems, directly hampering overall market expansion.

Key Market Trends

The application of Artificial Intelligence (AI) in data analysis is reshaping the market by enhancing screening precision. AI algorithms enable researchers to automate the interpretation of complex phenotypic data from high-content systems, identifying subtle cell health changes that traditional methods often miss. This capability significantly accelerates drug discovery and is rapidly becoming an operational priority for pharmaceutical organizations. According to NVIDIA, July 2025, in the 'State of AI in Healthcare and Life Sciences: 2025 Trends' report, 78% of industry professionals surveyed stated they intend to increase their budget for AI infrastructure in 2025, highlighting the aggressive shift towards computational biology to optimize assay workflows.

Concurrently, the development of specialized assays for cell and gene therapies is driven by the expanding pipeline of living drugs. Unlike small molecules, these modalities require rigorous potency testing to ensure regulatory compliance during manufacturing, creating a specific demand for kits capable of real-time viability monitoring under physiological conditions. This trend is further supported by growing capital allocation to the field, which allows manufacturers to adopt these advanced tools. According to the Alliance for Regenerative Medicine, January 2025, in the 'State of the Industry Briefing', investment in the global cell and gene therapy sector rose by 30%, signaling a robust trajectory that sustains demand for these advanced testing solutions.

Segmental Insights

The Consumables segment is identified as the fastest-growing category within the Global Cell Viability Assays Market, driven largely by the recurring nature of reagent and kit procurement. Unlike instruments, these materials require frequent replenishment to support high-throughput screening in drug discovery and toxicology. This demand is further amplified by rigorous safety mandates from regulatory authorities like the US FDA, which necessitate extensive cellular testing during preclinical development. Consequently, the sustained volume of research activities and the critical need for consistent validation data ensure the rapid acceleration of the consumables sector.

Regional Insights

North America leads the Global Cell Viability Assays Market, primarily due to the high concentration of pharmaceutical and biotechnology companies within the United States. The region benefits from substantial research grants provided by organizations such as the National Institutes of Health, which facilitates extensive drug discovery projects. Furthermore, the U.S. Food and Drug Administration enforces rigorous safety testing standards for new therapeutics, directly sustaining the demand for reliable cell-based analysis methods. This alignment of strong industrial infrastructure, consistent financial support, and clear regulatory oversight secures North America's position as the primary market for these essential research tools.

Recent Developments

• In July 2025, Sartorius launched the Incucyte CX3 Live-Cell Analysis System, a sophisticated platform engineered to transform the continuous analysis of 3D cell models. This new system combines advanced confocal fluorescence imaging with high-throughput capabilities, enabling researchers to monitor cell health, proliferation, and morphology in real-time without disturbing the culture environment. The launch addressed the critical industry need for tools that minimize phototoxicity while delivering high-quality kinetic data from complex multi-cellular structures. By facilitating the seamless transition between 2D and 3D workflows, the company aimed to accelerate decision-making processes in drug discovery applications.
• In April 2025, Thermo Fisher Scientific announced the grand opening of its Advanced Therapies Collaboration Center (ATxCC) located in Carlsbad, California. This strategic facility was established to accelerate the development and commercialization of novel cell and gene therapies by providing partners with access to state-of-the-art manufacturing and analytical technologies. The center supports developers in optimizing their processes for essential quality control measures, including cell viability and potency testing, ensuring that therapeutic products meet rigorous regulatory standards. By fostering close collaboration and offering specialized resources, the company intends to bridge the gap between translational research and clinical application.
• In December 2024, Beckman Coulter Life Sciences launched the Cydem VT Automated Clone Screening System to accelerate the drug discovery and development process. This high-throughput microbioreactor platform was designed to automate the screening of top clones, a critical step in cell line development that relies on the accurate assessment of cell growth and viability. By integrating automated liquid handling with real-time culture monitoring, the system enables researchers to identify the most productive and viable cell lines earlier in the workflow. This innovation aims to reduce manual intervention and enhance the efficiency of biologics manufacturing.
• In June 2024, Promega Corporation launched the MyGlo Reagent Reader, a compact and dedicated instrument engineered to streamline 96-well plate luminosity-based cell viability assays. Designed specifically for use with the company’s widely utilized CellTiter-Glo chemistry, this device processes results and provides intuitive data analysis to assess cell health effectively. The launch addressed the need for accessible, personal laboratory tools that reduce dependence on shared mainframe plate readers. By integrating the assay protocol with the instrument, the company aimed to simplify data interpretation for researchers conducting cell viability and cytotoxicity studies in various biological fields.

Key Market Players

• Thermo Fisher Scientific, Inc.
• Agilent Technologies, Inc.
• Bio-Rad Laboratories, Inc.
• Merck KGaA
• PerkinElmer Inc.
• Promega Corporation
• Biotium Inc.
• Creative Bioarra
• Abcam plc
• Charles River Laboratories International, Inc

By Application	By End Use	By Region
Drug Discovery and Development Stem Cell Research Diagnostics	Biopharmaceuticals and Pharmaceutical Companies CROs & CMOs Academic and Research Institutes Diagnostic Lab	North America Europe Asia Pacific South America Middle East & Africa

Report Scope:

In this report, the Global Cell Viability Assays Market has been segmented into the following categories, in addition to the industry trends which have also been detailed below:

• Cell Viability Assays Market, By Application:

• Drug Discovery and Development
• Stem Cell Research
• Diagnostics

• Cell Viability Assays Market, By End Use:

• Biopharmaceuticals and Pharmaceutical Companies
• CROs & CMOs
• Academic and Research Institutes
• Diagnostic Lab

• Cell Viability Assays Market, By Region:

• North America
• United States
• Canada
• Mexico
• Europe
• France
• United Kingdom
• Italy
• Germany
• Spain
• Asia Pacific
• China
• India
• Japan
• Australia
• South Korea
• South America
• Brazil
• Argentina
• Colombia
• Middle East & Africa
• South Africa
• Saudi Arabia
• UAE