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Postpartum Products Market

Postpartum Products Market: Information by Product (Breastfeeding Accessories, Perineal Cooling Pads), Sales Channel (Hospital Pharmacy, E-commerce), and Region — Forecast till 2030

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Market Overview

The global postpartum products market size was valued at USD 2.24 billion in 2021 and is expected to reach USD 3.86 billion in 2030 expanding at a compound annual growth rate (CAGR) of 6.23% from 2022 to 2030.

The physical changes that occur to a woman during pregnancy and after delivery are addressed by items designed specifically for pregnant women. During the time of pregnancy, the body of any woman goes through a lot of hormonal changes, which can cause your skin, body, hair, and nails to all alter. The use of these items, which are gaining popularity all over the world and are designed to lessen the physical toll that pregnancy has on women, is recommended. The rise in women who are participating in the labour force around the globe is the primary factor propelling the expansion of the market. The present worldwide female labour force participation rate is close to 49%, according to the International Labour Organization (ILO). Men make about 75% of the population. There is a difference of 26 % points between the two, and in certain areas, the disparity is even larger—more than 50% points.

In addition, as women participate more actively in the labour field across the world, they are gaining the ability to fend for themselves and become financially independent. As a direct consequence of this, women are more likely to select high-quality healthcare and medical products, not just for themselves but also for their children. The sales of postpartum items are benefiting from this trend, which is encouraging.

Market Snapshot

market snapshot
Base Year
: 2021
Study Period
: 2020-2030
: 6.23 %
Fastest Growing Market
: Middle East and Africa
Largest Market
: Asia Pacific
Market Size
: USD 3.86 billion in 2030
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Market Dynamics

Global Postpartum Products Market Drivers

An increase in the employment rate of women is anticipated to have a significant influence on the market

It is anticipated that a rise in the percentage of women who are employed would be a high impact contributing driver for the market. Because of their increased participation in the labour field, women are becoming more financially independent and self-sufficient. As a result, they are more likely to purchase high-quality healthcare items for themselves and their children, which, in turn, is driving the expansion of the market. In the previous two decades, the International Labor Organization (ILO) reports that there has been discernible development in terms of work possibilities and equality between the sexes. The International Labor Organization was the driving force behind the United Nations' 2030 Agenda for Sustainable Development, which aspires to enable all women and girls to attain meaningful work and gender equality. As a result, rising worldwide women employment rates and government programmes supporting employed moms are likely to increase demand for postpartum items throughout the course of the forecast period. Consequently, the market for these products is predicted to grow.

Various post pregnancy complications

Breastfeeding moms tend to be more concerned with their skin care and overall appearance after pregnancy, which contributes to the rise in popularity of postpartum care products. A postpartum woman may also experience skin discoloration, stretch marks, varicose veins, or adult acne after giving birth. These are some of the complications that might arise after giving birth. Because of this, there has been an increase in demand for postpartum items such as stressed leg creams, nipple protection creams, lotions and gels, and body restructuring products, all of which are contributing to the expansion of the market throughout the period covered by the projection.

Increasing consumer awareness to restore natural bodily functioning and form

It is anticipated that supportive initiatives being undertaken by governments and companies for breastfeeding around the world will propel the demand for postpartum products over the course of the forecast period. Increasing consumer awareness in order to get the body shape and functions back to normal after giving birth is also expected to propel demand. For example, in September of 2017, the company Belly Bandit, which is based in the United States and is the industry leader in the manufacturing of products for pre and post-pregnancy, launched its health insurance reimbursement package to offer pregnant women and new mothers the medically essential pregnancy support products and postpartum belly wraps. Compression wraps, the 2-in-1 Bandit, the Upsie Belly, as well as C-section and Recovery Undies are some of the products that the firm makes available for insurance coverage and flexible spending account (FSA) reimbursement through this programme. It is anticipated that the use of these items would expand because of such activities. Because of this, it is now simpler for end-users to acquire postpartum items, which will contribute to the expansion of the market throughout the period covered by the projection.

Global Postpartum Products Market Restraints

It is anticipated that the primary factors holding back the expansion of the pregnancy products market would be the high pricing of the goods and the adverse effects that relate to using them.

Segmental Analysis

By Product Analysis

With a revenue share of more than 55.0% in 2020, the nursing accessories market segment had a dominant position. A rise in women's employment rates, a drop in infant mortality, more knowledge of the availability of breastfeeding accessories, improved healthcare infrastructure in emerging nations, and an increase in milk banks are among the reasons driving the segment's expansion. Additionally, several nations have rules that encourage reimbursement, which is projected to boost sales of nursing equipment in such nations. A lot of goods that are used for nursing a newborn and things that make the entire process convenient for lactating moms are included in the category of breastfeeding accessories. Breast pads, nipple care items, breast shells, breast milk preparation and cleaning items, breast milk storage and feeding items, and other accessories are further divided into sub-segments. In 2020, the breast milk storage and feeding segment took the top spot among them.

Due to the growing use of these cooling pads to relieve perineal discomfort, which increases women's postpartum comfort, the perineal cooling pads market is anticipated to grow at the highest CAGR of 7.4% over the projected period. Postpartum perineal discomfort negatively impacts a mother's ability to sit, lay down, move, care for her infant, and nurse. Hemorrhoidal discomfort and postpartum pain are both reduced by using a perineal cold pack. Therefore, the main drivers anticipated to propel the sector throughout the forecast period are the rising burden of post-pregnancy issues, rising disposable incomes, especially in emerging nations, and increasing awareness regarding postpartum care products among women.

By Sales Channel Analysis

In 2020, the hospital pharmacy had the highest revenue share—more than 35.0%. The demand for postpartum items among new moms is expected to increase, along with rising birth rates throughout the world. Additionally, people trust hospital pharmacies for baby and mother items due to safety worries. Therefore, there is a high level of parental trust in medical professionals, which supports the expansion of the hospital pharmacy market. Additionally, the significant growth of this market is a result of the expansion of hospitals in both developed and developing nations.

During the projection period, the e-commerce segment is anticipated to grow at the highest CAGR of 7.3%. The market is projected to grow as postpartum items become more widely available online and through e-commerce. With the help of the e-commerce channel, customers can compare and choose the best items based on their kind, brand, price, and point of sale. For instance, among of the top online retailers that sell to consumers include Amazon, Belly Bandit, Walmart, Motherhood Maternity, and The Moms Co. Furthermore, well-known businesses like Koninklijke Philips N.V., Medela LLC, Newell Brands, and Ameda have begun to provide a wide selection of postpartum items via online channels. Sales techniques like buy one, get one deals, discounts, and freebies draw in more customers. The demand for postpartum items, which is usually high among consumers, is expected to increase sales of these products through this channel.

Regional Analysis

In 2020, the Asia Pacific region held a revenue share of more than 40.0%, dominating the market. The expansion of the regional market may be ascribed to several awareness programmes that raised awareness levels and to the focused attention that major market participants paid to realising the potential that this area had to offer. For instance, the Medela Asia Pacific Nursing and Lactation Symposium in May 2018 will feature several presentations on the most recent findings in human milk and breastfeeding with the goal of advancing clinical practise. Additionally, a big population in the area and an increase in the number of working women are anticipated to fuel the market. Additionally, a paradigm changes in consumer purchasing behaviour has been occurring in the area because of rising disposable income. Asia Pacific will thus continue to be a crucial geographical market in the years to come because of these considerations.

The greatest CAGR of 6.7% is anticipated for the Middle East and Africa from 2021 to 2028. The market is to be driven by the existence of a sizable population in the area and growing government engagement with several international organisations for financing healthcare development projects. Middle Eastern nations with thriving economy include Saudi Arabia, Qatar, the United Arab Emirates (UAE), Kuwait, and Oman. Although this location is technologically advanced, cultural constraints prevent postpartum goods from being widely used. Therefore, the MEA represents a sizable untapped market for postpartum goods. Due to this, market participants can enhance postpartum product sales by tapping into the market and using marketing and promotion strategies. During the anticipated period, this is anticipated to fuel market expansion.

Postpartum Products Market Regional Analysis
Regional Growth Insights Download Free Sample

Top Key Players of Postpartum Products Market

  1. Abbott
  2. Clarins Group
  3. Expansxience Laboratories Inc.
  4. Nine Naturals LLC
  5. Noodle & Boo

Report Scope

Report Metric Details
CAGR 6.23%
Forecast Period 2023-2031
Report Coverage Revenue Forecast, Competitive Landscape, Growth Factors, Environment & Regulatory Landscape and Trends
Segments Covered
  1. By Product
    1. Breastfeeding Accessories
    2. Perineal Cooling Pads
  2. By Sales Channel
    1. Hospital Pharmacy
    2. E-commerce
    3. Retail Store
    4. Wholesaler/Distributor
    5. Direct Purchase
Geographies Covered
  • North America
  • Europe
  • APAC
  • Middle East and Africa

Recent Developments

  • Salignostics, a medical start-up with headquarters in Jerusalem, intended to release the first and only saliva-based fast pregnancy test kit in October 2021. The non-invasive pregnancy test provides precise findings in a matter of minutes.
  • The world's first biodegradable and flushable pregnancy test was introduced in March 2021 by Lia, a women-founded firm that creates environmentally friendly reproductive health and wellness products.

Postpartum Products Market Segmentation

By Product

  • Breastfeeding Accessories
  • Perineal Cooling Pads

By Sales Channel

  • Hospital Pharmacy
  • E-commerce
  • Retail Store
  • Wholesaler/Distributor
  • Direct Purchase

By Region

  • North America
  • Europe
  • Asia Pacific
  • Latin America
  • Middle East
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