The USA prenatal vitamin supplements market size is expected to reach a valuation of US$ 189.3 million in 2023. It is projected to record a CAGR of 6.1% over the forecast period.
Prenatal vitamin supplement sales in the country are likely to account for a significant part of the demand in the market. The market is expected to be valued at US$ 341.5 million by 2033.
Prenatal supplements are a type of dietary supplement specifically designed for women who are pregnant or trying to conceive. These supplements typically contain a variety of vitamins and minerals that are important for a healthy pregnancy and fetal development.
A few of the most common nutrients found in prenatal supplements include folic acid, iron, calcium, and vitamin D. Folic acid is particularly important for preventing birth defects of the brain and spine. Iron, on the other hand, is needed to support the increased production of red blood cells during pregnancy.
Due to a number of circumstances, including growing knowledge of the value of prenatal nutrition and dietary changes, prenatal vitamin supplement demand is increasing in the USA. Postponed childbearing and increased availability of these supplements in the country are also anticipated to drive the market.
The advantages of taking prenatal vitamins to ensure they are obtaining the nutrients needed for a healthy pregnancy and infant are becoming more widely recognized by women. A rising understanding of the value of prenatal nutrition and the part supplements can play in promoting a healthy pregnancy & baby development is reflected in this demand.
To meet the rising demand for their products, prenatal vitamin supplement manufacturers in the USA are using a variety of strategies. These include creating customized formulations and collaborating with healthcare providers.
They are also investing in research & development and utilizing successful marketing & advertising techniques. They are further concentrating on developing top-notch goods that meet the particular requirements of expectant mothers. A few other companies are employing a variety of marketing strategies to build brand awareness and connect with their intended market.
In April 2022, for instance, WeNatal, a prenatal supplement start-up based in Los Angeles, unveiled its first-ever prenatal supplement. It is designed for both women and men, inclusive of all couples.
As per the firm, male well-being and the quality of sperm have typically not been addressed in preconception, despite the fact that men contribute to 50% of miscarriage, infertility, and overall pregnancy success. WeNatal is expected to change prenatal care from a me-centered approach to a couples-centred approach, from we to we, since rates of fertility and safe pregnancy outcomes are at an all-time low.
Similarly, Future Kind, a wellness brand headquartered in California, launched Vegan Prenatal Vitamin to broaden its range of supplements in January 2023. It is considered to be the world’s first prenatal created especially for plant-based and vegan diets. It is made with an apt amount of methyl folate, vitamin D, and B12.
| Attributes | Key Insights |
|---|---|
| USA Prenatal Vitamin Supplements Market Estimated Size (2023E) | US$ 189.3 million |
| Projected Market Valuation (2033F) | US$ 341.5 million |
| Value-based CAGR (2023 to 2033) | 6.1% |
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| Market Statistics | Details |
|---|---|
| Jan to Jun (H1), 2021 (A) | 3.3% |
| Jul to Dec (H2), 2021 (A) | 3.9% |
| Jan to Jun (H1),2022 Projected (P) | 3.9% |
| Jan to Jun (H1),2022 Outlook (O) | 3.6% |
| Jul to Dec (H2), 2022 Projected (P) | 4.6% |
| Jul to Dec (H2), 2022 Outlook (O) | 4.9% |
| Jan to Jun (H1), 2023 Projected (P) | 5.7% |
Future Market Insights (FMI) projects the USA prenatal vitamin supplements market to remain lucrative through 2033. It is anticipated to witness a CAGR of 6.1% between 2023 and 2033, in comparison to the CAGR of 4.3% posted between 2018 and 2022.
The USA market offers several chances for expansion and innovation. The market for prenatal supplements is being driven by a rising trends for postponed childbearing and increased public awareness of the value of healthy nutrition during pregnancy.
The industry's rise might be further supported by a rapid shift to online sales, penetration of new markets, and diversity of product offerings. Growing demand for personalized prenatal vitamins would also offer manufacturers the opportunity to provide new supplement formulations.
These are specifically catered to customer requirements. The market for prenatal vitamin supplements in the USA is a fast-expanding sector with tremendous room for growth.
Principal Consultant
Sweet Prenatal Vitamins for Pregnancy to Gain Traction with Rising Prevalence of Nausea
There is an increasing demand for sweet prenatal vitamin supplements such as gummies and chews in the USA market. Compared to conventional pill formulations, these novel supplements are frequently more pleasant and simpler to use. It can be helpful for people who have trouble swallowing medications or experience nausea during pregnancy.
Convenience is another component of the efficacy of confectionery prenatal vitamins. Gummies and chews are more convenient for people who are always on the go as they do not need to be swallowed with water.
The rising demand for candy-flavoured prenatal vitamins is a result of the expanding trend toward individualized healthcare and wellness. Pregnant or intending mothers might prefer to take supplements that are made to suit their individual requirements and preferences, including flavor and texture.
Demand for OTC Prenatal Tablets to Skyrocket Amid Rising Number of Pharmacies in the USA
Over-the-counter (OTC) supplements are generally accessible to a wide range of individuals due to their availability in retail stores and pharmacies. Women nowadays find it simpler to get prenatal pills without a prescription from the doctor.
The accessibility of OTC supplements has additionally fueled their development as a sales channel niche. When compared to prescription supplements, over-the-counter prenatal supplements are frequently less priced, making them more affordable for a large spectrum of consumers.
The supermarket/hypermarket segment is also expected to propel demand in the USA market through 2033. Consumers are nowadays purchasing prenatal vitamin supplements through supermarkets and hypermarkets as these retail outlets offer convenience, affordability, and accessibility. Numerous pregnant women and their partners prefer to buy these supplements along with their regular groceries, rather than making a separate trip to a speciality health store or pharmacy.
Supermarkets and hypermarkets often offer a wide range of prenatal vitamin supplements from different brands. Hence, this makes it easy for consumers to compare and choose the one that suits their needs and budget. These retailers frequently offer promotions, discounts, and loyalty programs that can make new supplements more affordable for cost-conscious consumers.
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Prenatal vitamin supplement manufacturers in the USA are adopting various strategies to meet the rising demand for their products. They are forming partnerships or acquiring other companies to expand their product offerings or enter new markets.
A few other USA-based prenatal vitamin supplement manufacturers are collaborating with healthcare providers such as doctors and midwives to promote their products. They would offer free samples to healthcare providers or sponsor events where expectant mothers can learn about the benefits of prenatal supplements.
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| Attribute | Details |
|---|---|
| Estimated Market Size (2023) | US$ 189.3 million |
| Projected Market Valuation (2033) | US$ 341.5 million |
| Value-based CAGR (2023 to 2033) | 6.1% |
| Forecast Period | 2023 to 2033 |
| Historical Data Available for | 2018 to 2022 |
| Market Analysis | Value (US$ million) and Volume (MT) |
| Key Regions Covered | North America |
| Key Countries Covered | USA |
| Key Segments Covered | Product Type and Sales Channel |
| Key Companies Profiled | Exeltis USA, Inc.; Abbott Nutrition; Mead Johnson & Company, LLC; Avion Pharmaceuticals, LLC; Garden of Life; Unilever; Church & Dwight Co. Inc.; Bayer- One A Day; Nestlé, S.A; Otsuka Pharmaceutical Co., Ltd; Vitamin Angels; Country Life, LLC; New Chapter, Inc. |
| Report Coverage | Market Forecast, Company Share Analysis, Competition Intelligence, Drivers Restraints Opportunity Trends Analysis, Market Dynamics and Challenges, and Strategic Growth Initiatives |
Sweet prenatal vitamin supplements for pregnancy gaining traction in the country.
The growth potential of market is 6.1% through 2033.
The high cost of adoption is likely to limit market growth.
The United States is likely to generate 35% revenue in the market in 2023.
Launch of new products is driving the market in the United States.
1. Executive Summary | USA Prenatal Vitamin Supplements Market
1.1. USA Market Outlook
1.2. Demand Side Trends
1.3. Supply Side Trends
1.4. Technology Roadmap
1.5. Analysis and Recommendations
2. Market Overview
2.1. Market Coverage / Taxonomy
2.2. Market Definition / Scope / Limitations
3. Market Dynamics
3.1. Drivers
3.1.1. Supply Side Drivers
3.1.2. Demand Side drivers
3.1.3. Economic Side Drivers
3.2. Restraints
3.3. Opportunity
3.4. Market trends By Region
3.5. Product Launches
3.6. Macro-Economic Factors
3.7. Forecast Factors - Relevance & Impact
3.8. Nutraceuticals Industry Outlook
3.9. Transformed Nutraceuticals Market Overview
3.10. Nutraceutical Supplement Spending
3.11. Top 25 pharmacies in the USA
3.12. States with the Most Pharmacies in the USA
4. Per Capita Assessment (2018 to 2033)
4.1. Per Capita Consumption by Country
4.2. Per Capita Expenditure (US$) by Country
5. Regulations
5.1. Packaging & Labelling Regulations
5.2. Certifications and Certifying Agency Overview
5.3. Import/Export Policies
5.4. Standards as per institutions
5.4.1. FDA
5.4.2. USDA
6. Consumer Sentiment Analysis
6.1. Value Spend of Target Product
6.2. Path to Purchase: Paved with Digitization
6.3. Influence of Packaging on Purchasing
6.4. Brand Loyalty: Head Vs Heart
6.5. Quest for Quality
6.6. Factors Influencing Market Behavior by the Costumers
6.7. Key Challenges Associated with the Market Suppliers
6.8. Concerned Consumers towards Private Label Brands
7. USA Prenatal Vitamins Supplements Market - Pricing Analysis
7.1. Price Point Assessment by Region
7.1.1. Manufacturer Level Pricing
7.1.2. Distributor Level Pricing
7.1.3. Retailer Level Pricing
7.2. Price Forecast till 2033
8. Value Chain Analysis
8.1. Operating margins at each node of supply chain
8.2. List of Active Market Participants
8.2.1. Product Manufacturers
8.2.2. Key Brands
9. USA Prenatal Vitamins Supplements Market Demand (in Value (US$ million) and Volume (MT) Analysis 2018 to 2022 and Forecast, 2023 to 2033
9.1. Historical Market Value (US$ million) and Volume (MT) Analysis, 2018 to 2022
9.2. Current and Future Market Value (US$ million) and Volume (MT) Projections, 2023 to 2033
9.2.1. Y-o-Y Growth Trend Analysis
9.2.2. Absolute $ Opportunity Analysis
10. USA Prenatal Vitamins Supplements Market Analysis 2018 to 2022 and Forecast 2023 to 2033, By Product Type
10.1. Introduction / Key Findings
10.2. Historical Market Size (US$ million) and Volume (MT) Analysis By Product Type, 2018 to 2022
10.3. Current and Future Market Size (US$ million) and Volume (MT) Analysis and Forecast By Product Type, 2023 to 2033
10.3.1. Confectionery Products
10.3.1.1. Gummies
10.3.1.2. Chews
10.3.1.3. Others (Lollipops, Hard Boiled Candies)
10.3.2. Pharmaceutical Products
10.3.2.1. Capsule
10.3.2.2. Tablet/ Pills
10.3.2.3. Soft Gel
10.3.2.4. Liquid
10.4. Market Attractiveness Analysis By Product Type
11. USA Prenatal Vitamins Supplements Market Analysis 2018 to 2022 and Forecast 2023 to 2033, By Sales Channel
11.1. Introduction / Key Findings
11.2. Historical Market Size (US$ million) and Volume (MT) Analysis By Sales Channel, 2018 to 2022
11.3. Current and Future Market Size (US$ million) and Volume (MT) Analysis and Forecast By Sales Channel, 2023 to 2033
11.3.1. Prescription Supplements (Rx)/ (Institutional Sales (Hospital and Clinics))
11.3.2. Over the Counter Supplements (OTC)
11.3.2.1. Drug Stores and Pharmacies
11.3.2.2. Hypermarkets/Supermarkets
11.3.2.3. Convenience Stores
11.3.2.4. Health and Wellness Stores
11.3.2.5. Specialty Stores
11.3.2.6. Departmental Stores
11.3.3. Online
11.3.3.1. Company Website
11.3.3.2. 3rd party / Mass Merchandiser
11.4. Market Attractiveness Analysis By Sales Channel
12. Market Structure Analysis
12.1. USA Prenatal Vitamins Supplements Market Competition - a Dashboard View
12.2. USA Prenatal Vitamins Supplements Market Structure Analysis
12.3. USA Prenatal Vitamins Supplements Market Company Share Analysis
12.3.1. For Tier 1 Market Players, 2022
12.3.2. Company Market Share Analysis of Top Players,
12.4. Key Participants Market Presence (Intensity Mapping) by Region
13. Competition Analysis
13.1. Competition Benchmarking
13.2. Competition Deep Dive
13.2.1. . Nestlé, S.A - Materna
13.2.1.1. Product Portfolio
13.2.1.2. Revenue by Market Segments (Product/Channel/Region)
13.2.1.3. Sales Footprint
13.2.1.4. Strategy Overview
13.2.1.4.1. Marketing Strategy
13.2.1.4.2. Product Strategy
13.2.1.4.3. Channel Strategy
13.2.2. Country Life, LLC
13.2.2.1. Product Portfolio
13.2.2.2. Revenue by Market Segments (Product/Channel/Region)
13.2.2.3. Sales Footprint
13.2.2.4. Strategy Overview
13.2.2.4.1. Marketing Strategy
13.2.2.4.2. Product Strategy
13.2.2.4.3. Channel Strategy
13.2.3. Abbott Nutrition
13.2.3.1. Product Portfolio
13.2.3.2. Revenue by Market Segments (Product/Channel/Region)
13.2.3.3. Sales Footprint
13.2.3.4. Strategy Overview
13.2.3.4.1. Marketing Strategy
13.2.3.4.2. Product Strategy
13.2.3.4.3. Channel Strategy
13.2.4. Church & Dwight Co. Inc.
13.2.4.1. Product Portfolio
13.2.4.2. Revenue by Market Segments (Product/Channel/Region)
13.2.4.3. Sales Footprint
13.2.4.4. Strategy Overview
13.2.4.4.1. Marketing Strategy
13.2.4.4.2. Product Strategy
13.2.4.4.3. Channel Strategy
13.2.5. Otsuka Pharmaceutical Co., Ltd.
13.2.5.1. Product Portfolio
13.2.5.2. Revenue by Market Segments (Product/Channel/Region)
13.2.5.3. Sales Footprint
13.2.5.4. Strategy Overview
13.2.5.4.1. Marketing Strategy
13.2.5.4.2. Product Strategy
13.2.5.4.3. Channel Strategy
13.2.6. Mead Johnson & Company, LLC
13.2.6.1. Product Portfolio
13.2.6.2. Revenue by Market Segments (Product/Channel/Region)
13.2.6.3. Sales Footprint
13.2.6.4. Strategy Overview
13.2.6.4.1. Marketing Strategy
13.2.6.4.2. Product Strategy
13.2.6.4.3. Channel Strategy
13.2.7. Unilever
13.2.7.1. Product Portfolio
13.2.7.2. Revenue by Market Segments (Product/Channel/Region)
13.2.7.3. Sales Footprint
13.2.7.4. Strategy Overview
13.2.7.4.1. Marketing Strategy
13.2.7.4.2. Product Strategy
13.2.7.4.3. Channel Strategy
13.2.8. Vitamin Angels
13.2.8.1. Product Portfolio
13.2.8.2. Revenue by Market Segments (Product/Channel/Region)
13.2.8.3. Sales Footprint
13.2.8.4. Strategy Overview
13.2.8.4.1. Marketing Strategy
13.2.8.4.2. Product Strategy
13.2.8.4.3. Channel Strategy
13.2.9. Ritual
13.2.9.1. Product Portfolio
13.2.9.2. Revenue by Market Segments (Product/Channel/Region)
13.2.9.3. Sales Footprint
13.2.9.4. Strategy Overview
13.2.9.4.1. Marketing Strategy
13.2.9.4.2. Product Strategy
13.2.9.4.3. Channel Strategy
13.2.10. New Chapter, Inc.
13.2.10.1. Product Portfolio
13.2.10.2. Revenue by Market Segments (Product/Channel/Region)
13.2.10.3. Sales Footprint
13.2.10.4. Strategy Overview
13.2.10.4.1. Marketing Strategy
13.2.10.4.2. Product Strategy
13.2.10.4.3. Channel Strategy
13.2.11. Rainbow Light®
13.2.11.1. Product Portfolio
13.2.11.2. Revenue by Market Segments (Product/Channel/Region)
13.2.11.3. Sales Footprint
13.2.11.4. Strategy Overview
13.2.11.4.1. Marketing Strategy
13.2.11.4.2. Product Strategy
13.2.11.4.3. Channel Strategy
13.2.12. Garden of Life
13.2.12.1. Product Portfolio
13.2.12.2. Revenue by Market Segments (Product/Channel/Region)
13.2.12.3. Sales Footprint
13.2.12.4. Strategy Overview
13.2.12.4.1. Marketing Strategy
13.2.12.4.2. Product Strategy
13.2.12.4.3. Channel Strategy
13.2.13. NOW®
13.2.13.1. Product Portfolio
13.2.13.2. Revenue by Market Segments (Product/Channel/Region)
13.2.13.3. Sales Footprint
13.2.13.4. Strategy Overview
13.2.13.4.1. Marketing Strategy
13.2.13.4.2. Product Strategy
13.2.13.4.3. Channel Strategy
13.2.14. Bayer- One A Day
13.2.14.1. Product Portfolio
13.2.14.2. Revenue by Market Segments (Product/Channel/Region)
13.2.14.3. Sales Footprint
13.2.14.4. Strategy Overview
13.2.14.4.1. Marketing Strategy
13.2.14.4.2. Product Strategy
13.2.14.4.3. Channel Strategy
13.2.15. Actif USA
13.2.15.1. Product Portfolio
13.2.15.2. Revenue by Market Segments (Product/Channel/Region)
13.2.15.3. Sales Footprint
13.2.15.4. Strategy Overview
13.2.15.4.1. Marketing Strategy
13.2.15.4.2. Product Strategy
13.2.15.4.3. Channel Strategy
13.2.15.5. Product Portfolio
13.2.15.6. Revenue by Market Segments (Product/Channel/Region)
13.2.15.7. Sales Footprint
13.2.15.8. Strategy Overview
13.2.15.8.1. Marketing Strategy
13.2.15.8.2. Product Strategy
13.2.15.8.3. Channel Strategy
13.2.16. Fairhaven Health
13.2.16.1. Product Portfolio
13.2.16.2. Revenue by Market Segments (Product/Channel/Region)
13.2.16.3. Sales Footprint
13.2.16.4. Strategy Overview
13.2.16.4.1. Marketing Strategy
13.2.16.4.2. Product Strategy
13.2.16.4.3. Channel Strategy
13.2.17. Exeltis USA, Inc.
13.2.17.1. Product Portfolio
13.2.17.2. Revenue by Market Segments (Product/Channel/Region)
13.2.17.3. Sales Footprint
13.2.17.4. Strategy Overview
13.2.17.4.1. Marketing Strategy
13.2.17.4.2. Product Strategy
13.2.17.4.3. Channel Strategy
13.2.18. Avion Pharmaceuticals, LLC
13.2.18.1. Product Portfolio
13.2.18.2. Revenue by Market Segments (Product/Channel/Region)
13.2.18.3. Sales Footprint
13.2.18.4. Strategy Overview
13.2.18.4.1. Marketing Strategy
13.2.18.4.2. Product Strategy
13.2.18.4.3. Channel Strategy
13.2.19. NATURELO Premium Supplements
13.2.19.1. Product Portfolio
13.2.19.2. Revenue by Market Segments (Product/Channel/Region)
13.2.19.3. Sales Footprint
13.2.19.4. Strategy Overview
13.2.19.4.1. Marketing Strategy
13.2.19.4.2. Product Strategy
13.2.19.4.3. Channel Strategy
13.2.20. Snap Supplements
13.2.20.1. Product Portfolio
13.2.20.2. Revenue by Market Segments (Product/Channel/Region)
13.2.20.3. Sales Footprint
13.2.20.4. Strategy Overview
13.2.20.4.1. Marketing Strategy
13.2.20.4.2. Product Strategy
13.2.20.4.3. Channel Strategy
13.2.21. Theralogix, LLC
13.2.21.1. Product Portfolio
13.2.21.2. Revenue by Market Segments (Product/Channel/Region)
13.2.21.3. Sales Footprint
13.2.21.4. Strategy Overview
13.2.21.4.1. Marketing Strategy
13.2.21.4.2. Product Strategy
13.2.21.4.3. Channel Strategy
13.2.22. Pink Stork
13.2.22.1. Product Portfolio
13.2.22.2. Revenue by Market Segments (Product/Channel/Region)
13.2.22.3. Sales Footprint
13.2.22.4. Strategy Overview
13.2.22.4.1. Marketing Strategy
13.2.22.4.2. Product Strategy
13.2.22.4.3. Channel Strategy
14. Assumptions and Acronyms Used
15. Research Methodology
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USA Prenatal Vitamin Supplements Market
