The world doula and birth coaching services market is poised for robust growth from 2025 to 2035, on the back of surging demand for tailored maternal care, increasing consciousness regarding natural and assisted childbirth and burgeoning inclination toward the non-hospitalized birth experiences. Increasing pregnancies and improved maternal health consciousness has resulted in a greater dependency on doula and birth coaching services to achieve a safe, supportive, and informative childbirth.
Doulas have filled the gap for expecting mothers by offering continuous physical, emotional and educational support leading up to, during and after childbirth making them indispensable to positively increase childbirth outcomes. In addition, with rising advocacy for women's healthcare rights and growing government and/or organization support for maternal healthcare, the demand for doula services is expected to accelerate even further.
In contrast, childbirth services only provide guidance and support in the shape of childbirth education workshops, birthing plan and in-labour coaching, which is proven to significantly reduce stress, complications and need for medical intervention.
In 2025, the market was valued at USD 16,130 Million and is expected to have an annual growth rate (CAGR) of 5.8% during the forecast period (2025 to 2035) owing to the increasing number of home births, the rising preference for natural childbirth experience, and the increasing number of midwifery-led care. Furthermore, with the rise in dissatisfaction of hospital-associated birth services, emerging mothers have been looking into personalized and naturalistic childbirths with limited medical interventions.
In addition, doula support has been associated with decreased rates of caesarean delivery and shorter duration of labour and increased unsuccessful breastfeeding, leading to increasing popularity of doula services. On a similar note, cross delivery-birth coaching services are also catching up as they help in prenatal and never postpartum counselling, relaxation techniques, and brainstorming pain management, with everything aligning to help make the childbirth experience as good as it possibly can be.
Further, this increased attention towards mental & emotional health during childbearing is further contributing to market growth.
Key Market Metrics
| Metric | Value |
|---|---|
| Market Size in 2025 | USD 16,130 Million |
| Projected Market Size in 2035 | USD 28,346 Million |
| Global CAGR (2025 to 2035) | 5.8% |
Birth doula services postpartum doula services childbirth education lactation counselling childbirth education lactation counselling doula birth doula services postpartum month doula labor and delivery doula servicesareBusinesses that are not subject to a rental agreement. Prenatal support services such as childbirth education classes, mental preparation for labor are getting immense popularity because women want to be informed about what happens during the process and try to control as many things as possible.
Doulas to provide continuous physical and emotional support before, during, and after childbirth have also been shown to decrease both the need for medical interventions in birth and to promote birth outcomes. There is also considerable demand for postpartum care services, especially in developed countries, where postpartum care is focused on breastfeeding support, new-born care, and maternal recovery.
Furthermore, natural birthing practices, tailored birth plans, and pain relief techniques find their own market amongst mothers-to-be seeking a less clinical birth experience, all of which are catered for by the birth coaching sector. Forms of Birth Coaching As an industry, birth coaching has risen from the past ten years catering for pregnant women.
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The market is sharply dominated by North America, particularly from the United States of America and Canada. Regionally, natural and holistic birth experience is growing awareness, which means a demand for personalized maternal care has come on the rise, thus boosting the market growth in the region.A growing dissatisfaction with hospital-based childbirth services, combined with rising cesarean section rates, has driven many women to seek out a doula service to help achieve better birth outcomes.
Midwifery-led care which has become more common in the region thanks to the cost saving it brings for healthcare systems has increased the demand for birth coaching services, which focus on natural birth experiences. Many institutions and insurance companies in the USA have begun to acknowledge doula services as a key component of maternal care, driving further growth of the market.
Demand for doula and birth coaching services exists in Europe as well, with some of the countries that lead this area being the United Kingdom, Germany, and France. The regions strong focus on maternal health, patient-oriented care and less interventionist approaches to child births have led to greater adoption of doula services. Standardizing doula and birth coaching services are being integrated into maternal care in several healthcare systems that will help grow the market in Europe.
Moreover, the growing inclination for personalized, de-medicalized childbirth experiences among mothers, coupled with better maternal health outcomes, is also driving market octane. In Europe the growth of birth centres and home births is so pronounced that demand for labour and postpartum support services is also on the rise.
The doula and birth coaching services market is anticipated to grow at the fastest rate in the Asia-Pacific region, owing to the increasing population, increasing awareness about maternal health, and the growing demand for childbirth alternatives. A growing number of women are seeking personalized birth experiences in developing countries like India, China, Japan, and Australia, increasing demand for prenatal and postpartum care services.
The growing population of the middle class, disposable income, and the increasing influence of the Westernized childbirth process have also contributed to the growth of this market for doula and birth-coaching services. Developing regions where both infant/ maternal mortality averages are still prominent have also been observing a significant increase in awareness and inclination towards birth coaching services owing to cost effective labour management.
In addition, government-driven programs aimed at enhancing maternal care facilities in the region are likely to intensify the market demand.
Challenges
Lack of Standardized Certification and Professional Recognition
Inevitably, one of the biggest problems of the doula and birth coaching services market is that there are no standardized certification and uniformity of professional organization. Doulas give non-medical guidance to prospective mothers during pregnancy, labour and the postpartum phase, usually without any standardized qualifications or healthcare system acknowledgement.
The absence of a standard yet leads to variance in care, and thus parents-to-be can struggle to determine the credibility of a doula. The unregulated nature of the profession itself offers significant price diversity, and limited access to professional liability insurance enables such growth.
A major challenge are the services of doula and birth coaching at the level of awareness benefit especially in rural or underserved communities. According to the interviews, lack of knowledge about the emotional, physical, and informational support that doulas can provide to expecting mothers also reduces penetration in the market.
This trend, however, does not translate into increased access to doula care; limited health insurance coverage for doula services in many places limits the affordability of doula services for families. This means the potential for the market to expand more broadly is limited as doulas are not integrated into the mainstream of the existing healthcare system.
Speaking to these challenges, advocacy efforts are increasingly leaning toward policy and systematic changes supporting the integration of doula services into orthodox health care delivery systems. These steps could involve creating formal certification bodies for doulas, lobbying for insurance coverage, and expanding public education about the role doulas play in enhancing birth outcomes. Collaboration between health care facilities and doula organizations can deepen respect and professionalize doula services.
Opportunity
Growth of a Huge Market to Follow Personalized Maternal Care and Holistic Birth Experiences
Market growth opportunities: The growing demand for personalized holistic maternal care propels the doula and birth coaching services market growth. Today’s expectant parents are advocating for birth experiences that cater to their individual preferences, cultural beliefs and also their well-being.
This has generated demand for doulas who provide continuous physical, emotional, and informational support during labour, creating a resource for a healthy birth experience and decreasing medical interventions like cesarean sections and epidurals.
One of the most significant contributors to this demand is the increasing recognition of the significance of maternal mental health. As low-key postpartum depression and anxiety continues to be on the rise, more families are relying on doula and birth coaching services to provide ongoing postpartum care.
Doulas providing more expansive support like postpartum care, lactation consulting and mental health help are rapidly drawing raves, particularly in cities and high-income areas. Moreover, growing number of home births and birthing centre deliveries have further propelled demand for birth coaching services.
The rise of online platforms for virtual doula services is another area of potential growth in the marketplaces. The rise of telehealth and virtual birth coaching services has enabled doulas to serve clients across geographical limits, providing support to rural and underserved populations. The training of doulas on evidence-based childbirth education has resulted in fewer medical interventions, leading to better birth outcomes in the general population.
The doula and birth coaching services market had a steady growth in the years 2020 to 2024 owing to increase in consumer base interested in personalized birth experiences and the growing awareness on maternal mental health through social media, and proliferation of holistic practices surrounding birth.
But doing so has faced hurdles of limited professional recognition, inconsistent certification, and limited health insurance coverage. During this period the integration of digital platforms and virtual birth coaching services continued to expand, helping to close these accessibility gaps.
Transformation is on the horizon for the doula market, with significant growth expected aided by formalizing services, increased insurance coverage, and deeper integration into healthcare. The development of evidence-based standards for certification and the incorporation of doula services into maternity care packages will help build consumer confidence and improve uptake.
Furthermore, the increasing awareness towards the importance of culturally competent care and postpartum support will continue to fuel the market demand, particularly in diverse and multicultural populations.
Market Shifts: A Comparative Analysis (2020 to 2024 vs. 2025 to 2035)
| Market Shift | 2020 to 2024 Trends |
|---|---|
| Regulatory Landscape | Limited regulation of doula services and inconsistent certification standards |
| Technological Advancements | Growing use of virtual birth coaching platforms and telehealth services |
| Industry Adoption | Rising demand for personalized birthing experiences and postpartum care |
| Insurance Coverage | Limited or no health insurance coverage for doula services |
| Market Competition | Presence of independent and freelance doulas with fragmented service offerings |
| Market Growth Drivers | Increased focus on maternal mental health and positive birth experiences |
| Sustainability and Accessibility | Availability of in-person services with limited rural access |
| Integration of Healthcare Systems | Minimal collaboration between doulas and medical professionals |
| Consumer Awareness | Growing but limited public understanding of the role of doulas |
| Market Shift | 2025 to 2035 Projections |
|---|---|
| Regulatory Landscape | Establishment of national certification bodies and standardized guidelines for doulas |
| Technological Advancements | Widespread adoption of AI-powered virtual doula services and remote postpartum care |
| Industry Adoption | Mainstream integration of doula services into maternity healthcare systems |
| Insurance Coverage | Expansion of health insurance coverage for prenatal, birth, and postpartum doula care |
| Market Competition | Emergence of organized doula agencies, corporate birth coaching services, and digital platforms |
| Market Growth Drivers | Rising demand for culturally competent and holistic maternal care |
| Sustainability and Accessibility | Expansion of telehealth and remote doula services for underserved regions |
| Integration of Healthcare Systems | Seamless integration of doula services into maternity hospital care plans |
| Consumer Awareness | Significant increase in public education and demand for professional birth coaching services |
Focus on outcome-based maternal care is significantly aiding the growth of the Doula and Birth Coaching Services industry. More and more, expectant mothers are looking for professional birth coaching offered to them, providing them support physically, emotionally, and with education throughout pregnancy, labor, and postpartum.
Dubbed as the 'go-to' experts, the country accounts for rising awareness related to maternal mental health and increasing demand for a natural birth experience, which further fuels the demand for doula services. For instance, hospitals and birthing centres are partnering with and hiring certified doulas in order to provide complete care for the mothers, which is anticipated to spur the growth of the market.
Home births and water births are becoming increasingly popular, supported by healthcare organizations to improve maternal health, which in turn is accelerating the adoption of birth coaching services. Also, families are hiring birth coaches out of increased interest in evidence-based maternal care and less medical interventions in childbirth.
Owing to the rapid growth in virtual doula services across the United States, the penetration of the market is on the rise with special emphasis on rural/underserved communities in need of better access to birth coaching support.
| Country | CAGR (2025 to 2035) |
|---|---|
| USA | 6.3% |
In the UK, the Doula & Birth Coaching Services Market is on the rise because of greater awareness of maternal health, natural childbirth, and successful birth experiences. And this growing need for personalized support is contributing to the increasing number of expectant mothers and families hiring professional birth coaches and doulas to help guide them through pregnancy and into postpartum.
Increasing home births and acknowledgment of doula services from the NHS in maternity care are primarily boosting market growth. A growing emphasis on minimising unnecessary caesarean sections and improving maternal satisfaction during birthing has also led to an increased need for birth coaching, with more expected to use this service in the future as awareness of its benefits continues to grow.
Moreover, the need for culturally competent and personalized maternity care is motivating midwives and healthcare professionals to partner with certified doulas. Attending to emotional well-being, particularly around labour and delivery, has seen a growing trend in the UK, driving market growth as well. Accessibility is expanding, particularly in rural areas, with the rise of tele-doula services, which provide expectant mothers with remote support, fuelling further adoption of birth-coaching services.
| Country | CAGR (2025 to 2035) |
|---|---|
| UK | 5.4% |
Doula & Birth Coaching Services in the European Union is a steadily growing market fuelled by growing awareness of maternal health, increasing demand for natural birth experiences, and the promotion of holistic maternal care. Countries including Germany, France, and the Netherlands are taking the lead in the implementation of birth coaching services due to an increasing trend towards patient-centred mothers' birth experiences.
Moreover, increasing incorporation of doulas at healthcare facilities for improved birth outcomes and less medical intervention is positively contributing for the market growth.
This fuelled demand for birth coaching services is also promoted by government-led maternity care reforms and increased healthcare expenditure towards all maternal and child health services. The European Union is also seeing increased demand for culturally sensitive care and personalized childbirth support, prompting more families to hire doulas for labor and postpartum support.
On another note, as a region, we have seen the advent of digital platforms that offer services such as online birth coaching and virtual doula support, making maternity care more accessible.
| Country | CAGR (2025 to 2035) |
|---|---|
| European Union (EU) | 5.7% |
Growing awareness regarding maternal health, rising adoption of natural birth practices, and increasing demand for a personalized maternal care service are some of the factors that have been fuelling growth for the Doula and Birth Coaching Services market in Japan. Japan's traditional focus on holistic and family-centred childbirth experiences is a major factor propelling the growth of doula services.
With the need for physical and emotional support during pregnancy, childbirth, and the postpartum period many expecting mothers undergo professional birth coaching. Furthermore, rising awareness about maternal mental health and postpartum depression is also driving the demand for birth coaches in the country.
Government-supported efforts to increase maternal care and reduce unnecessary caesarean sections have similarly spurred demand for doula services. Furthermore, growing partnerships between maternity hospitals and certified doulas are improving the overall experience of childbirth, which in turn bolsters the market growth.
As digital health services continue to evolve, more families adapt their birthing plans to hire virtual doulas; this innovative service is especially beneficial for working women and families in rural areas without nearby access.
| Country | CAGR (2025 to 2035) |
|---|---|
| Japan | 5.5% |
The South Korea Doula and Birth Coaching Services market is set to experience rapid growth in the coming years, driven by a proliferation of maternal health awareness, an increased preference for natural childbirth, and a growing need for personalized maternity care services. They look for professional birth coach services to relieve their emotions and physical discomfort during pregnancy, labour and postpartum.
Moreover, increasing needs to lower medical intervention in childbirth and encouraging family-centred maternity care will further grow the adoption of doula services over the country.
Demand for certified doulas in South Korea is on the rise, driven by government efforts to improve maternal health outcomes, reduce caesarean sections, and promote natural childbirth experiences. In addition, the increasing trend of home births, water births and minimally assisted labour are expected to open new avenues of growth for birth coaching services.
The rapid growth of telehealth and virtual doula platforms also makes childbirth coaching services more accessible, especially in rural and remote parts of the country.
| Country | CAGR (2025 to 2035) |
|---|---|
| South Korea | 6.1% |
The doula and birth coaching services market is dominated by revenue share of prenatal and postnatal services due to increasing number of expectant families preferring more personalized and supportive maternity care. These include advice, emotional support, birth planning, and physical care for mothers before, during and after giving birth.
The rise in awareness about the maternal health outcomes combined with the increasing demand for non-medical support in the course of the childbirth have significantly driven the growth of the market and help to invest in the prenatal and postpartum services.
Offering educational sessions, birth planning consultations, physical comfort techniques, and mental preparation, doulas and birth coaches play a pivotal role in ensuring a smooth delivery process. In contrast to traditional maternity care, prenatal doula services are about educating women with the right information, creating personalized birthing plans, and providing continual emotional support to give women a holistic and favourable birthing experience.
Demand for prenatal care is being increased with the growing trend of natural and no-intervention deliveries, as more than 65% of families in advanced countries are adopting doulas for a secure and informed delivery. The rising interest in home births, water births and personalized birthing experiences has also made parents to home in on prenatal coaching to be fully physically and mentally prepared for labour.
Provision of culture-specific birth coaching services by birth coaches fully representing diversity and under-represented communities complemented the efforts to boost the market demand to cater to inclusive maternity care. Moreover, the integration of virtual prenatal coaching services in the form of remote consultations, online classes, and virtual birth planning has increased market penetration across previously underrepresented demographics in rural areas.
While prenatal services are increasingly being offered through employment-based plans, doula services are often not included due to a lack of standardized training and certification, limited insurance reimbursement, and variations in access based on geography.
Yet, these challenges are being navigated through the continued availability of prenatal doula services nationwide by healthcare organizations, government health departments, as well as maternal wellness programs, which will guarantee the greater penetration of and sustainability for prenatal doula services in the long run.
Families are spending more time with postpartum services to support maternal and infant well-being after the baby is born.
With families noticing the importance of continuing maternal and infant support after the childbirth, postpartum services have created resonance in the market of doula and birth coaching services. Postpartum doulas support Chinese physical recovery, breastfeeding, checking on the baby, and the mom’s mental state to make the transition into parenthood smoother.
Increasing incidence of postpartum depression, breastfeeding issues and adjustment issues, has contributed to the increased demand for postpartum doula services.
The increasing acknowledgment of postpartum care as an essential aspect of women's health has bolstered market expansion, with studies revealing that over 55% of women who give birth rely on postpartum doula support. Families are hiring postpartum help for infant feeding, sleep, household help and physical and mental recovery for mothers, more than ever before.
The introduction of additional postpartum services, which may include in-home doula visits, postpartum meal assistance, and family bonding, and also increased the market's accessibility and adoption. Moreover, the emergence of online postpartum coaching platforms, providing virtual consultations and telehealth postpartum care, has maximized service outreach, particularly in geographically remote or underserved regions.
Even with the growing demand, the postpartum space has experienced challenges about affordability, little healthcare coverage, and little integration with formal healthcare systems. But buoyant growth in larger market demand for postpartum doula services is anticipated for greater availability and penetration due to growing government focus on maternal mental health, new benefits from private health insurers, and advocacy from maternal health organizations.
Families are increasingly preferring personalized and low-intervention childbirth experiences, with respect to which hospital and home birth segments are considered major demand drivers in the doula and birth coaching services market. Doulas and birth coaches are important in helping families transition through the labour process, giving them physical and emotional support, pain management strategies, and help with interfacing with medical professionals to ensure a good birth experience.
Hospital birth is increasingly a major contributor to market growth, with over 70% of families in developed countries choosing to hire a doula for an at-hospital delivery. They serve as a voice for birth wishes, ensuring limited clinical interventions, better communication with doctors and better experiences for families during deliveries.
Home births have also gained traction, with families having more unmediated, natural and hyper-personalized birth experiences. The range of home birth uses drives further demand as doulas and coaches support mother's preparation, challenges, and postpartum. It is known that the families that opt for home births with support from a doula have reported high birth satisfaction and that there are fewer medical interventions which will ensure market growth favourably.
The availability of telehealth birth coaching services, such as virtual labour support, birth planning consultations, and remote doula assistance, have also contributed to the accessibility and demand in the market. Moreover, the increasing preference for birth centres and alternative birthing environments has fuelled demand for specialized doula services, further propelling the market.
While there is robust demand in the marketplace, barriers to entry are many: lack of insurance coverage for home birth services, limited awareness of the doula's benefits, and institutional push-back against non-medical birth coaches.
On the other hand, rising awareness of patient-centred birth practices and growing support among healthcare professionals for doula services such as payment coverage are overcoming these hurdles, therefore, contributing to a consistent growth of the global market for hospital and home birth doula services.
The doula and birth coaching services market is also several antenna industry monitored by evidence-accredited ecosystem experts at the Coherent Market Insights, with accelerating government regulations relating to research lab and safety practices altering the nature of the marketplace.
The increasing focus on natural and home births, along with the need for emotional and physical support during pregnancy, drives demand for birth coaching and doula services, creating a business opportunity for trained individuals. Areas for transformation include virtual doula consultations, postpartum support services, and childbirth education classes.
To meet the needs of diverse populations, market participants expect evidence-based childbirth support, culturally competent care, and affordable birth assistance services. Further driving market demand is the adoption of subscription-based doula services and bundled maternity care packages.
Market Share Analysis by Company
| Company Name | Estimated Market Share (%) |
|---|---|
| DONA International | 20-24% |
| Birthdays Inc. | 14-18% |
| The Doula Network | 12-16% |
| CAPPA (Childbirth and Postpartum Professional Association) | 10-14% |
| Motherhood Centre | 8-12% |
| Other Companies (combined) | 25-35% |
| Company Name | Key Offerings/Activities |
|---|---|
| DONA International | Provides certification, training, and professional development for birth and postpartum doulas, ensuring standardized care quality. |
| Birthways Inc. | Offers birth and postpartum doula services, childbirth education, and lactation consulting with a strong focus on in-home and virtual care. |
| The Doula Network | Provides comprehensive birth coaching services through a network of certified doulas, focusing on reducing maternal mortality and supporting underprivileged communities. |
| CAPPA (Childbirth and Postpartum Professional Association) | Delivers professional doula certification and training services, focusing on maternity care, postpartum support, and childbirth education. |
| Motherhood Center | Offers full-spectrum maternity care services, including childbirth education, birth coaching, and doula-assisted labour support. |
Key Company Insights
DONA International (20-24%)
A globally recognized leader in doula certification and training, DONA International focuses on equipping birth coaches and doulas with evidence-based childbirth support techniques.
Birthways Inc. (14-18%)
A prominent provider of in-home doula services, Birthways Inc. specializes in pregnancy guidance, postpartum care, and lactation support, ensuring continuous maternal assistance.
The Doula Network (12-16%)
Offers extensive birth coaching services with a mission to reduce maternal mortality rates, particularly focusing on low-income and minority communities.
CAPPA (10-14%)
An influential childbirth professional organization that delivers certification, training, and educational resources for doulas and birth coaches, promoting positive birth experiences.
Motherhood Center (8-12%)
Provides comprehensive birth and postpartum care services, emphasizing personalized birth planning, emotional support, and new-born care.
Other Key Players (25-35% Combined)
Several regional and local organizations contribute to the market by providing personalized, culturally sensitive, and professional childbirth support. These include:
The overall market size for the Doula and Birth Coaching Services Market was USD 16,130 million in 2025.
The Doula and Birth Coaching Services Market is expected to reach USD 28,346 million in 2035.
The increasing awareness of personalized childbirth care, growing demand for holistic and non-medical support during labour and delivery, and rising focus on maternal mental health fuel the Doula and Birth Coaching Services Market during the forecast period. The rising preference for at-home births and postpartum care also accelerates market growth.
The top 5 countries driving the development of the Doula and Birth Coaching Services Market are the United States, Canada, the United Kingdom, Australia, and Germany.
On the basis of application, Global Prenatal and Postpartum Services are expected to command a significant share over the forecast period, driven by increasing demand for professional birth coaches, rising maternal care awareness, and growing adoption of postpartum care programs.
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Doula and Birth Coaching Services Market
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