Maternity & Personal Care Market – Global Industry Size, Share, Trends, Opportunity, and Forecast, Segmented By Product Type (Skin Care, Hair Care, Oral Care, Cosmetics, Others), By Maternal Apparel (Day wear, Night wear, Innerwears), By Personal Care (Stretch Marks Minimizer, Body Restructuring Gels, Itching prevention creams, Skin Toning Creams, Others), By Sales Channel (Supermarkets and Hypermarkets, Convenience Stores, Online, Others), By Region, By Competition, 2018-2028

Market Overview

Global Maternity & Personal Care Market has valued at USD 54.6 Billion in 2022 and is anticipated to project robust growth in the forecast period with a CAGR of 6.62% through 2028. The global maternity and personal care market is a dynamic and ever-expanding industry that provides a wide range of products tailored to the needs of expectant mothers, infants, and young children. This market encompasses a diverse array of offerings, including skincare, hygiene, wellness, and nutritional products, catering to a growing and evolving consumer base.

For expectant mothers, the market features a plethora of skincare solutions designed to address the unique challenges that pregnancy can present, such as stretch marks and hormonal changes. Additionally, prenatal vitamins and supplements are readily available to support the health and well-being of both the mother and her developing child.

Once the baby arrives, the market extends to include baby skincare products, diapers, and infant nutrition options, as well as essential baby gear and accessories. Companies continually innovate to provide safer, more sustainable, and eco-friendly choices to meet the growing demands of environmentally conscious parents.

The global maternity and personal care market is influenced by changing societal norms and health awareness, with consumers seeking organic and natural options, as well as those that cater to specific cultural preferences. E-commerce and digital platforms have played a significant role in enabling easy access to a wide variety of products, making it convenient for consumers to research, compare, and purchase items that meet their unique needs. As the industry continues to evolve and adapt to consumer demands, it remains a vibrant and crucial part of the global consumer goods sector.

Key Market Drivers

Increasing Awareness and Emphasis on Health and Wellness

One of the primary drivers of the maternity and personal care market is the heightened awareness and emphasis on health and wellness among consumers. Expectant mothers, in particular, are increasingly mindful of the products they use during pregnancy and postpartum, focusing on items that promote well-being and safety for both themselves and their infants. This has led to a surge in demand for maternity and personal care products that are formulated with natural and organic ingredients, free from harmful chemicals. As consumers become more health-conscious, companies in this market are compelled to adapt their product formulations to align with these preferences, driving innovation and the development of safer, more sustainable options..

Technological Advancements and Product Innovation

Rapid technological advancements have significantly impacted the maternity and personal care market, fostering innovation across various product categories. From smart devices that monitor fetal health to advanced skincare formulations with scientifically proven benefits, technology is transforming the landscape of maternity and personal care products. For instance, wearable devices that track maternal and fetal health parameters have gained popularity, providing expectant mothers with real-time insights and peace of mind. Furthermore, advancements in cosmetic science contribute to the formulation of skincare products that address specific concerns related to pregnancy, such as stretch marks and hormonal changes. The continuous integration of technology into maternity and personal care items not only enhances their efficacy but also appeals to a tech-savvy consumer base.

Changing Demographics and Lifestyle Trends

Shifts in demographics and lifestyle trends play a pivotal role in shaping the maternity and personal care market. Changing family structures, delayed pregnancies, and a growing trend towards dual-income households have altered consumer behavior and preferences. As more women choose to become mothers at a later age, there is an increased focus on products that support fertility, prenatal health, and postpartum recovery. Additionally, evolving lifestyle trends, such as an increased focus on self-care and pampering, have expanded the market beyond basic necessities. The demand for premium and specialized products, including luxury skincare items for expectant mothers, has risen as consumers seek products that align with their lifestyle choices. This demographic and lifestyle-driven demand is prompting market players to diversify their product portfolios and cater to a broader spectrum of consumer needs.

E-Commerce and Digital Transformation

The proliferation of e-commerce and digital platforms has revolutionized the way consumers research, purchase, and engage with maternity and personal care products. Online retail channels provide a convenient and accessible avenue for consumers to explore a wide array of options, read reviews, and make informed decisions. The ease of online shopping has contributed to the globalization of the maternity and personal care market, allowing consumers worldwide to access products from different regions. Moreover, digital platforms serve as valuable tools for brand communication, allowing companies to engage with their target audience, provide educational content, and build brand loyalty. The digital transformation has enabled direct-to-consumer (DTC) models, giving brands the opportunity to establish a direct relationship with their customers and adapt quickly to changing market dynamics.

Globalization and Emerging Market Opportunities

The globalization of markets has opened up new opportunities for players in the maternity and personal care industry. Emerging economies, characterized by rising disposable incomes, urbanization, and changing consumer lifestyles, present untapped markets for maternity and personal care products. As awareness about the importance of maternal and infant health increases in these regions, the demand for specialized products is on the rise. Market players are strategically expanding their presence in these emerging markets, tailoring their offerings to suit local preferences and cultural norms. This globalization trend not only fosters market growth but also encourages collaborations and partnerships between international and local brands, facilitating the exchange of expertise and resources.

Download Free Sample Report

Key Market Challenges

Regulatory Complexities and Safety Standards

The maternity and personal care market is highly regulated, primarily due to concerns about the safety and well-being of expectant mothers and infants. Regulatory complexities vary from one country to another, making it challenging for companies to navigate international markets. Complying with a diverse set of safety standards and certification requirements can be a daunting and expensive process, especially for smaller businesses. In addition, the market is susceptible to frequent updates in regulations, which may necessitate reformulating or retesting existing products to meet new safety standards. Failure to adhere to these regulations can lead to costly legal issues and damage to a brand's reputation.

The need for safety standards is undoubtedly important for the well-being of consumers, but harmonizing these standards across different regions and making them more accessible and understandable for businesses is a significant challenge. Market players must allocate resources to ensure their products comply with these standards while also keeping an eye on regulatory developments that might affect their operations.

Economic Factors and Price Sensitivity

Economic factors, including fluctuating raw material costs, currency exchange rates, and consumer price sensitivity, are considerable challenges for the maternity and personal care market. Quality ingredients and materials used in maternity and baby care products often come at a premium, and as such, market players must manage their costs effectively to remain competitive. Economic downturns can impact consumer spending on non-essential products, and maternity and personal care items are often categorized as such, leading to decreased sales during periods of economic uncertainty.

Additionally, consumers in various regions may have differing levels of price sensitivity, which affects their purchasing decisions. While some consumers are willing to invest in premium and organic products, others may prioritize affordability. Striking the right balance between product quality and cost is an ongoing challenge for businesses, as is managing the impact of external economic factors on pricing and profitability.

Environmental and Sustainability Concerns

Sustainability has become an integral part of consumer decision-making, and the maternity and personal care market is no exception. Environmental concerns, such as the use of single-use plastics in baby products and the carbon footprint associated with product manufacturing and distribution, pose a significant challenge. Consumers are increasingly seeking products that are environmentally friendly, ethical, and produced with sustainable practices in mind.

Companies operating in this market must grapple with the need to adopt more sustainable packaging, reduce waste, and employ eco-friendly sourcing and manufacturing processes. These initiatives often come with increased costs and require changes in supply chain operations. Balancing environmental sustainability with consumer expectations and profitability is a challenging endeavor.

Moreover, transparency and accurate labeling are important aspects of sustainability. Companies must ensure their claims about environmentally friendly practices are verifiable and backed by credible certifications, as consumers have become more discerning and critical in evaluating the sustainability claims of brands.

Competition and Market Saturation

The maternity and personal care market is highly competitive, with both established and emerging brands vying for consumer attention. Market saturation is a significant challenge, as the sheer number of products and brands can overwhelm consumers and make it difficult for new entrants to gain a foothold. Large corporations with substantial marketing budgets dominate the industry, making it challenging for smaller businesses to compete on the same scale. This can limit innovation and diversity within the market.

Furthermore, the ease of entry into this market, especially for e-commerce brands, has led to a proliferation of products and private label options, creating an overcrowded marketplace. Brands must distinguish themselves through unique value propositions, innovative offerings, and effective marketing strategies to stand out in a crowded field.

The competition in the maternity and personal care market also necessitates ongoing research and development efforts to create products that address evolving consumer needs. This innovation requires substantial investments in product development, testing, and marketing.

Key Market Trends

Clean and Organic Product Preferences

A significant trend in the maternity and personal care market is the increasing demand for clean and organic products. Consumers, especially expectant mothers, are becoming more conscious of the ingredients in the products they use on themselves and their babies. They are seeking formulations that are free from harmful chemicals, parabens, phthalates, and artificial fragrances. Clean and organic products emphasize the use of natural ingredients and sustainable sourcing, which aligns with growing environmental and health concerns.

This trend has prompted many brands to reformulate their products to meet these preferences, or to introduce new lines of clean and organic options. Certification bodies such as USDA Organic, EcoCert, and others provide a means for brands to validate their organic claims, increasing transparency and trust for consumers.

Digitalization and E-Commerce Growth

The growth of e-commerce and digital platforms is a transformative trend in the maternity and personal care market. Consumers increasingly turn to online channels to research, compare, and purchase products. This trend is driven by convenience, access to a wide variety of products, and the ability to read reviews and product information from the comfort of their homes. Brands have responded by investing in their online presence, offering educational content, and leveraging social media for marketing and customer engagement.

Direct-to-consumer (DTC) models have gained popularity, enabling brands to establish a direct relationship with their customers. This trend has also encouraged subscription services for baby essentials, making it easier for parents to access products regularly and efficiently.

Personalization and Customization

The trend towards personalization and customization is expanding in the maternity and personal care market. Consumers appreciate products tailored to their specific needs, whether it's a skincare regimen for pregnancy-related concerns, customized baby nutrition plans, or personalized baby gear. This trend is driven by the desire for products that cater to individual preferences and circumstances.

Some brands offer online quizzes or consultation services to help customers identify the most suitable products based on their unique needs. For example, skincare brands may offer customized formulations to address concerns like stretch marks, pigmentation, or sensitive skin.

Sustainable Packaging and Eco-Friendly Practices

Sustainability is a trend that has gained prominence in the maternity and personal care market. Consumers are increasingly concerned about the environmental impact of product packaging and manufacturing processes. Brands are responding by adopting eco-friendly practices, reducing waste, and opting for sustainable materials for packaging.

Biodegradable or recyclable packaging, as well as refillable product options, are becoming more common. Sustainable sourcing and manufacturing practices are also being prioritized, with brands aiming to minimize their carbon footprint. Transparent labeling and certification by eco-friendly organizations are important factors that reassure consumers of a brand's commitment to sustainability.

Holistic Wellness and Self-Care

Maternity and personal care products are no longer solely about functionality; they are increasingly part of a holistic wellness and self-care routine. Expectant mothers and parents are looking for products that provide not only practical benefits but also contribute to overall well-being. This trend includes skincare products that promote relaxation and comfort, maternity wellness supplements, and self-care items for both mothers and babies.

Wellness initiatives for expectant mothers may encompass mindfulness and meditation resources, in addition to physical wellness. This trend reflects the shift towards viewing maternity and personal care as an integral part of a healthier lifestyle.

Diversity and Inclusivity

The maternity and personal care market is witnessing a growing emphasis on diversity and inclusivity. Brands are expanding their product lines to cater to a wider range of consumers, addressing the diverse needs and preferences of expectant mothers and babies from various backgrounds and cultures. This includes offering products that are suitable for different skin types, hair textures, and cultural practices.

Additionally, there is an increasing focus on providing representation and inclusivity in marketing and advertising. Brands are working to feature diverse models and portray a more accurate reflection of their customer base. Inclusivity also extends to product development, with brands seeking to create products that address the specific concerns and desires of a broad customer demographic.

Segmental Insights

Product Type Insights

Skincare has emerged as a rapidly growing segment within the maternity and personal care market, driven by the increasing emphasis on natural and organic products, self-care, and holistic wellness for expectant mothers and infants.

Expectant mothers are increasingly aware of the changes their skin undergoes during pregnancy, such as stretch marks, pigmentation, and increased sensitivity. This awareness has led to a surge in demand for specialized skincare products tailored to address these specific concerns. Brands are responding by offering a wide range of pregnancy-safe skincare solutions, including moisturizers, creams, oils, and serums enriched with natural ingredients, vitamins, and antioxidants. These products aim to provide hydration, reduce inflammation, and minimize the appearance of stretch marks.

For babies, gentle and hypoallergenic skincare products are in high demand to maintain the delicate balance of their sensitive skin. Brands have developed baby-specific ranges encompassing moisturizers, shampoos, and diaper creams, all formulated to be free from harsh chemicals and allergens.

The skincare segment within the maternity and personal care market reflects the increasing consumer focus on products that promote both physical and emotional well-being during the maternity journey, making it a key growth driver in the industry.

Sales Channel Insights

The online segment of the maternity and personal care market has witnessed exponential growth in recent years, transforming the way consumers research, purchase, and engage with products and brands. This growth is primarily attributed to the increasing prevalence of e-commerce, the proliferation of digital platforms, and evolving consumer preferences.

Consumers are increasingly turning to online channels for the convenience, accessibility, and wide variety of products they offer. The digitalization of shopping has allowed expectant mothers and parents to explore and compare products from the comfort of their homes, read reviews, and make informed purchasing decisions. Furthermore, the growth of direct-to-consumer (DTC) models has disrupted traditional retail distribution, enabling brands to establish a direct relationship with their customers, gather data, and personalize offerings.

The online segment also offers a platform for educational content, helping consumers make informed decisions about maternity and personal care products. Brands use social media, blogs, and webinars to engage with their audience, providing valuable insights, tips, and advice.

This online trend has globalized the market, allowing consumers worldwide to access a vast array of products and brands, transcending geographical boundaries. As the digital landscape continues to evolve, the online segment within the maternity and personal care market is expected to remain a powerful driver of industry growth, fostering innovation, and enhancing the consumer experience.

Download Free Sample Report

Regional Insights

The Asia-Pacific region has emerged as a robust and rapidly growing segment within the maternity and personal care market. This growth is propelled by several key factors that make the region a hotbed for market expansion and innovation.

First, the sheer size of the Asia-Pacific population, which includes countries such as China and India, presents a massive consumer base for maternity and personal care products. With rising disposable incomes and urbanization, more consumers in this region have the means to invest in premium personal care products for themselves and their infants.

Additionally, the changing dynamics of the family structure and delayed parenthood have influenced consumer behavior. As more couples opt to have children at a later age, there is a heightened focus on products that support fertility, prenatal health, and postpartum recovery. This shift has contributed to a surge in demand for specialized products catering to these life stages.

Moreover, the Asia-Pacific region is experiencing a growing trend towards holistic wellness and a preference for natural and organic products. As consumers become more health-conscious and environmentally aware, the demand for clean, organic, and eco-friendly maternity and personal care products is on the rise.

The emergence of e-commerce platforms and the digital transformation in the region have made it convenient for consumers to explore and purchase a wide range of products. The convenience and access offered by online channels have significantly contributed to the expansion of the market.

Given these factors, the Asia-Pacific region presents an immense growth opportunity for brands and businesses operating in the maternity and personal care market. Companies are strategically expanding their presence in this region, customizing their offerings to suit local preferences, and leveraging digital platforms to reach a broader audience. As the region continues to evolve and consumers become increasingly discerning, it remains a crucial segment for industry growth and innovation.

Recent Developments

• In 2021, Timios, a Bangalore-based packaged healthy food brand for children, has forayed into maternity care FMCG products with the launch of 'Mom-trients', a range of 100% natural and organic packaged products for new and expecting mothers.
• In 2023, Mackly, a brand in innerwear, loungewear, and sleepwear, joyfully introduces its latest expansion into maternity wear.

Key Market Players

• Unilever plc,
• Amoralia
• Edgewell Personal Care
• Seraphine
• Kaya Ltd
• Destination Maternity Corporation
• Johnson & Johnson
• Mama Mio Inc.
• Jubiliant Ingrevea
• Proctor & Gamble Co.

Report Scope:

In this report, the Global Maternity & Personal Care Market has been segmented into the following categories, in addition to the industry trends which have also been detailed below:

• Maternity & Personal Care Market, By Product Type:

o   Skin Care

o   Hair Care

o   Oral Care

o   Cosmetics

o   Others

• Maternity & Personal Care Market, By Maternal Apparel:

o   Day wear

o   Night wear

o   Innerwears

• Maternity & Personal Care Market, By Personal Care:

o   Stretch Marks Minimizer

o   Body Restructuring Gels

o   Itching Prevention creams

o   Skin Toning Creams

• Maternity & Personal Care Market, By Sales Channel:

o   Supermarkets and Hypermarkets

o   Convenience Stores

o   Online

o   Others

• Maternity & Personal Care Market, By Region:

o   North America

§  United States

§  Canada

§  Mexico

o   Europe

§  France

§  United Kingdom

§  Italy

§  Germany

§  Spain

o   Asia-Pacific

§  China

§  India

§  Japan

§  Australia

§  South Korea

§  Indonesia

o   Middle East & Africa

§  South Africa

§  Saudi Arabia

§  UAE

§  Turkey

o   South America

§  Argentina

§  Colombia

§  Brazil

Competitive Landscape

Company Profiles: Detailed analysis of the major companies present in the Global Maternity & Personal Care Market.

Available Customizations:

Global Maternity & Personal Care market report with the given market data, Tech Sci Research offers customizations according to a company's specific needs. The following customization options are available for the report:

Company Information

• Detailed analysis and profiling of additional market players (up to five).

Global Maternity & Personal Care Market is an upcoming report to be released soon. If you wish an early delivery of this report or want to confirm the date of release, please contact us at [email protected]