In 2022, it was estimated that the global market for postnatal health supplements would amount to USD 1.2 billion. One of the main reasons anticipated to propel the market's growth during the projected period is the rising frequency of postnatal depression as well as the release of novel products by the major players.
It is expected to have generated USD 2.79 billion by 2023, along with a CAGR of 7.2% from 2023 to 2033.
For the couple of weeks post birth, approximately 80% of new mothers experience baby-blues. According to Future Market Insights, one in every eight American women suffers from postpartum depression. Omega-3 fatty acids are linked to a reduction in depressive symptoms in the postpartum period. Similar studies have confirmed the value of EPA and DHA (two forms of omega-3) in pregnancy, not only for the growth of the baby, but also to avoid postpartum depression.
Vitamin D deficiency, can also play a role in postpartum mood disorders. Researchers discovered that consumption of relevant supplements on a regular basis can help prevent postpartum depression. Low levels of zinc, folate, B12 and selenium have also been linked to perinatal depression in some studies, driving the consumption of the prescribed dosages of postnatal health supplements.
In its new study, ESOMAR-certified market research and consulting firm Future Market Insights (FMI) offers details about key factors driving demand for postnatal health supplements. The report tracks the global sales of postnatal health supplements in 20+ high-growth markets, along with analyzing the impact COVID-19 has had on the dietary supplements industry in general, and postnatal health supplements in particular.
| Report Attribute | Details |
|---|---|
| Estimated Market Value (2022) | USD 1.2 billion |
| Expected Market Value (2023) | USD 1.39 billion |
| Projected Forecast Value (2033) | USD 2.79 billion |
| Anticipated Growth Rate (2023 to 2033) | 7.2% CAGR |
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Malnutrition is a rising human health problem all over the world. Extreme malnutrition cases in nursing homes, clinics, and people with sedentary lifestyles around the world often go untreated and undetected due to the lack of screening devices and facilities.
Just about half of the patients who were reported as malnourished receive adequate medical attention. Malnutrition in its more evident manifestations affects at least one in every three children under the age of five around the world.
At least one in every two children under the age of five suffers from secret hunger due to vitamin and other nutrient deficiencies. This burden of malnutrition - undernutrition, secret hunger, and obesity - has a negative impact on health and growth parameters, even more so among new mothers.
Malnutrition results in inactivity, apathy, diminished immune response, reduced muscle strength, fatigue and impaired wound healing, self-neglect, and as a result, anxiety, all of which contribute to a poor quality of life. Successful nutritional care prep has become a vital factor in the fight against malnutrition, and such nutritional supplements are now widely available in global market. According to FMI’s analysis, postnatal health supplements sales have grown at a 5.6% CAGR between 2018 and 2022.
E-commerce distribution channels continue to gain traction as the number of customers using smart phones to order groceries and other food products continues to rise globally. In the United States, rapid digitalization has resulted in a high level of e-commerce penetration.
Online transactions through e-commerce have put a lot of pressure on the industry while also allowing it to expand in a different direction with improved sales platforms. Traditional retail models are still being used for sales, so any company or individual from anywhere in the world can purchase postnatal supplements from suppliers through e-commerce websites. E-commerce websites provide customers with a wide variety of products and options in terms of price, quantity, and mode of transportation.
Convenience coupled with easy payment and access options for free home delivery, online purchases, and swap or return policies are also expected to boost growth to a large extent. Several e-commerce companies compete in the region by launching their own food labels in order to extend their business.
E-commerce sales of postnatal supplements are expected to gain momentum quickly in the coming years, driving demand growth over the forecast period. FMI expects the global postnatal health supplements market to grow with a CAGR of 7.2% over the forecast period 2023 to 2033.
Women Consumer Demographic Influencing Market Growth
The expansion of the working population of pregnant women and new mothers coupled with their rising incomes have become one of the major drivers of the postnatal health supplements market growth. A higher income has led to consumers spending more on nutritional products, resulting in the increasing demand for postnatal health supplements.
According to the International Labor Organization, women accounted for more than 48% of the global workforce in 2018. Urbanization has also led to consumers becoming more aware about nutrition boosting products that are available in the market and has resulted in them being willing to pay a higher price for such products. This has created huge opportunity for players to come up with various products.
Increasing Healthcare Expenditure Contributing Greatly to Demand
The healthcare system has undergone significant transformations since its inception a few decades ago. Preventive healthcare has replaced curative healthcare as the preferred option in the majority of industrialized nations, including the United States, as the medical and hospital sectors become more expensive.
New mothers and expecting mothers are becoming more conscious of the dangers and diseases that they or their children may face as a result of poor nutrition. Consumers are choosing maternity health supplements as a way to protect themselves and their babies from complications and diseases, causing the market to expand. Pharma sales worldwide totaled 1.25 trillion USA dollars in 2019, indicating that the industry has grown significantly over the last two decades.
Organic Ingredients in Postnatal Health Supplements Aiding Market Growth
Modern consumers are increasingly aware about the ingredients that are being used in health supplements they are consuming, especially in terms of maternity products. Manufactures are coming up with products with large concentrations of organic content while avoiding genetically modified ingredients, which will boost the demand for postnatal health supplements with the inclination of consumers towards organic ingredients.
For instance, the Honest Company's postnatal product contains a special combination of organic ingredients that promote breast milk production and a safe milk supply. Organic fennel, organic fenugreek, organic shatavari, organic marshmallow and organic milk thistle are incorporated in these capsules.
Clean Label Products Gaining Traction in the Global Market
Clean-label involves simplifying the ingredient list and eliminating ingredients that aren't readily recognized or desired by customers for food and pharmaceutical manufacturers. Nutritional and wellness statements are used as a way of promoting food's beneficial qualities.
Consumer buying patterns are influenced by manufacturer claims such as organic, gluten-free, fat-free, Kosher and non-GMO as consumers are focused on value-based purchasing.
The Truthful Business, for instance, insists that its postnatal goods are organic and non-GMO. Actifs Organic Postnatal Multivitamin Tablet is composed of 100% natural ingredients, and the vegan vitamins are free of GMOs, gluten, and BPA.
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Huge Investments along with other Financial Issues will hamper the Sales
The development of drugs for the nutritional market needs huge investments for the R&D department as well as manufacturing facilities, which need a finance backup.
The changing regulations for manufacturing practices have also increased investment costs for manufacturers. The cost of product development has risen that ultimately results into high prices of postnatal health supplement, which will affect growth of the market.
The Protein and Amino Acid Supplements to be the Most Preferred Category
While postnatal health supplements are developed to provide nutrients such as folic acid, iron, calcium, and essential fatty acids, the protein and amino acid supplements account for 38.2% of global postnatal health supplements market in 2022.
The segment is also expected to witness a lucrative CAGR of 11.5% over the forecast period. The importance of protein and amino acid supplements gives the body nutrients which helps new mothers with muscle and tissue growth and repair.
Capsules along with Soft Gels/Pills likely to enjoy elevated Demand
Capsule segment held a maximum market share of 41.5% in 2022, but soft gels/pills segment is expected to grow at a CAGR of 12.1%. Liquids and powder variants are projected to display moderate growth.
The rapid increase in the consumption of soft gels and pills can be attributed to increased application of soft gels/pills postnatal health supplements in weight management, bone and joint health application across the world.
Postnatal Health Supplements in Online Retailing Gaining More Traction
By distribution channel, drug store-based retailing segment held a 76.5% of market share in 2022, ahead of supermarkets and hospital pharmacies, but online retailing segment is expected to witness lucrative CAGR of 11.2%. Another factor driving the postnatal health supplements market is the expansion of the E-commerce sector.
The availability of information through electronic media has created a new avenue for the expanding market of postnatal health supplements. It gives users access to a diverse range of products on a single platform. A product can be easily delivered to customers with the help of e-commerce.
General Well-being and Lactation Support will Aid the Market to Prosper
The general well-being and lactation support accounted for significant share of 62.7% of the global postnatal health supplements market in 2022, which is also expected to witness a lucrative growth rate of 11.6% during the forecast period.
General well-being and lactation support prevent the complications during the time of pregnancy, owing to this general well-being and lactation support accounted for maximum share of the global postnatal health supplements market.
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Complications after Pregnancy will Boost the Sales of these Products in the Region
According to FMI, the North America postnatal health supplements market is expected to grow significantly in value over the forecast period, with a market share of 34.2% in 2022. In 2022, the United States held 88.1% of this market.
Several women in the United States experience health problems after and during pregnancy. The rate of maternal deaths in the United States increased by approximately 28% between 2000 and 2015. Each year, nearly 710 women die as a result of childbirth or pregnancy complications.
According to the WHO, more than 50,000 women in the United States experienced severe birth defects in 2015. The risk of childbirth related death is three to four times higher in black women than in white women.
It is critical for women to take action to manage their health, which includes eating the proper amount of proteins, minerals, vitamins, and other nutrients to help prevent complications after and during pregnancy. This will eventually increase demand for postnatal health supplements in the country.
Test Markets being a Lucrative Opportunity in the Regional Market
With a market share of 20.3% in 2022, Germany remains one of the most profitable markets in the Europe postnatal health supplements market. Manufacturers in Germany are focusing on innovation and new product development to satisfy the emerging demand from the consumer.
Innovation has become a cornerstone of the ecosystem and has become the primary resource for handling operations and the flow of information and expertise in European countries.
The idea of test markets, which is being taken up by many manufacturers in the country, is a key opportunity in terms of product testing, benefiting from data and sales.
This experiment will carry out the improvisations in the package, the amount, and even the distribution channel. Such technological advances brought by evolving economies have increased competitiveness in the industry coupled with market penetration.
The Clean-label Trend to Open Up New Opportunities in the Regional Market
With a market share of 56.5% in 2022, China remains one of the most lucrative markets in the East Asia postnatal health supplements market. In China, many products with a clean label have been launched in recent years.
The relaxation of the one child policy and incentives for an increased birth rate are key factors supporting growth in the industry. With the vast working population of the country China will remain an essential regional market for the foreseeable future.
Perceptual Well-being to Enhance the Opportunities in this Market
Future Market Insights has projected the Brazil postnatal health supplements market to gain significant value share over the forecast period. The expected market share is around 29.5% in 2023.
The rising concern for perceptual well-being is a major driving force in the Latin America postnatal health supplement market. With lactation and pregnancy, nutrient requirements continue to rise, particularly for micronutrients like iron, folate, copper, and iodine.
Dietitians and clinicians routinely recommend or prescribe postnatal and prenatal supplements to prevent nutrient deficiencies. Growth prospects are likely to remain positive.
The Opening up of Specialty Stores to Increase the Revenues in the Regional Market
FMI has projected the Indian postnatal health supplements market to gain significant value share over the forecast period with a market share of 54.5% in 2022. Specialty stores have emerged as a new format for operations as a result of the rise of modern retail formats. These specialty stores provide customers with easy access to items during their shopping activities, as well as the option of comparing and choosing different products.
Today's retail format provides consumers with a diverse range of products through comprehensive catalogs that include international brands in India. This improved supermarket format offers branded postnatal health supplements at very affordable prices in addition to other lucrative offerings.
Companies are focusing on promotional and advertising strategies to create awareness among the woman and in order to create a strong consumer base for their company. Church & Dwight Co. Inc. a major postnatal health supplements manufacturer, not only sells postnatal health supplements, but also offers high-value-added services to its customers.
Established brands are focusing more on new product development to expand their product portfolios.
The key players in this market include:
Some key developments in the market are as follows:
| Report Attribute | Details |
|---|---|
| Growth Rate | CAGR of 7.2% from 2022 to 2032 |
| Market Value in 2023 | USD 1.39 billion |
| Market Value in 2033 | USD 2.79 billion |
| Base Year for Estimation | 2022 |
| Historical Data | 2018 to 2022 |
| Forecast Period | 2023 to 2033 |
| Quantitative Units | USD billion for value |
| Report Coverage | Revenue Forecast, Volume Forecast, Company Ranking, Competitive Landscape, Growth Factors, Trends, and Pricing Analysis |
| Segments Covered | Ingredient, Form, Distribution Channel, Application, Region |
| Regions Covered | North America; Latin America; Europe; Asia Pacific; Middle East and Africa |
| Key Countries Profiled | United States, Canada, Mexico, Brazil, Germany, United Kingdom, France, Spain, Italy, Japan, China, Singapore, Thailand, Indonesia, Israel, GCC countries, South Africa, Australia, New Zealand |
| Key Companies Profiled | United States; Canada; Mexico; Brazil; Germany; United Kingdom; France; Spain; Italy; Japan; China; Singapore; Thailand; Indonesia; Israel; GCC countries; South Africa; Australia; New Zealand |
| Customization & Pricing | Available on Request |
The global market size is estimated to be US$ 1.39 billion in 2023.
The overall market has the potential to record a 7.2% CAGR through 2033.
The overall market expanded at 5.6% CAGR from 2018 to 2022.
The protein and amino acids market segments accounted for 38.2% of the market in 2022.
Use of capsules accounted for 41.5% share of the overall market in 2022.
1. Executive Summary 2. Market Overview 3. Market Background 4. Global Market Analysis 2018 to 2022 and Forecast, 2023 to 2033 5. Global Market Analysis 2018 to 2022 and Forecast 2023 to 2033, By Ingredient 5.1. Vitamins & Minerals Supplements 5.2. Herbal Supplements 5.2.1. Ayurvedic Extracts 5.2.2. Algal Extracts 5.2.3. Phyto-Chemicals 5.3. Protein and Amino Acid Supplements 5.4. Prebiotic Supplements 5.5. Probiotic Supplements 6. Global Market Analysis 2018 to 2022 and Forecast 2023 to 2033, By Form 6.1. Soft Gels 6.1.1. Confectionery Products 6.1.2. Pharmaceutical Products 6.2. Tablet 6.3. Capsule 6.4. Liquid 7. Global Market Analysis 2018 to 2022 and Forecast 2023 to 2033, By Distribution Channel 7.1. Store Based Retailing 7.1.1. Hypermarkets/Supermarkets 7.1.2. Convenience Stores 7.1.3. Drug Stores and Pharmacies 7.1.4. Health & Wellness Stores 7.1.5. Other Retailers 7.2. Online Retailing 8. Global Market Analysis 2018 to 2022 and Forecast 2023 to 2033, By Application 8.1. General Well-being and Lactation Support 8.2. Weight Management 8.3. Immune & Digestive Health 8.4. Bone and Joint Health 8.5. Heart Health 8.6. Eye Health 8.7. Others 9. Global Market Analysis 2018 to 2022 and Forecast 2023 to 2033, By Region 9.1. North America 9.2. Latin America 9.3. Europe 9.4. Asia Pacific 9.5. MEA 10. North America Market Analysis 2018 to 2022 and Forecast 2023 to 2033, By Country 11. Latin America Market Analysis 2018 to 2022 and Forecast 2023 to 2033, By Country 12. Europe Market Analysis 2018 to 2022 and Forecast 2023 to 2033, By Country 13. Asia Pacific Market Analysis 2018 to 2022 and Forecast 2023 to 2033, By Country 14. MEA Market Analysis 2018 to 2022 and Forecast 2023 to 2033, By Country 15. Key Countries Market Analysis 16. Market Structure Analysis 17. Competition Analysis 17.1. Church & Dwight Co. Inc. 17.2. The Honest Company Inc 17.3. DuPont De Nemours Inc. 17.4. New Chapter Inc 17.5. Nordic Naturals Inc. 17.6. Pharmavite LLC 17.7. Actif USA 17.8. Eu Natural 17.9. Naturelo Premium Supplements LLC 17.10. Theralogix – Nutritional Science 17.11. Pure Essence Labs 17.12. Fairhaven Health – Milkies 17.13. Pink Stork 17.14. Vitabiotics Ltd. 18. Assumptions & Acronyms Used 19. Research Methodology
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Postnatal Health Supplements Market
