By Sneha S K

Sept 5 (Reuters) - Abbott has launched its

over-the-counter continuous glucose monitoring system in the

U.S., the company said on Thursday, making it the second such

device on the market to help people track their blood sugar

levels.

The device, called Lingo, will compete with a rival from

DexCom ( DXCM ), launched last week, and will be available for

adults who are not on insulin.

Continuous glucose monitors are already multi-billion dollar

products due to demand from diabetes patients, and companies are

looking to expand the market by targeting health-conscious

customers.

"There is a great deal of interest in tracking biomarkers

that provide insights into one's health and wellness that were

previously undetectable using the trackers available to

consumers," said Olivier Ropars, the head of Abbott's Lingo

business.

A continuous glucose monitoring system consists of

coin-sized adhesive skin patches with a Bluetooth link to a

smartphone, versus drawing blood through a finger stick.

The readings help determine whether diabetic patients need

an insulin dose.

Lingo is available for consumers 18 years and older not on

insulin in three payment options - $49 for two weeks, $89 for

four weeks and $249 for 12 weeks, the company said on Thursday.

Each biosensor can be worn for up to two weeks.

Dexcom's ( DXCM ) Stelo is available at a price of up to $99 for two

sensors. It is also available at $89 for a four-week

subscription.

Abbott received the U.S. health regulator's clearance for

Lingo, available in Britain since January for 120-150 pounds

($152-$190) per month, in June.

Abbott's CEO Robert Ford said in July that the company would

use a mix of TV advertisements and guerilla marketing to tap

people without diabetes for the U.S. launch.