Around the world, the free-from trend in food and pharmaceuticals continues to gain consumer interest. The number of consumers suffering from food allergies is on the rise. As a result, manufacturers of postnatal health supplements are developing products that do not contain potential allergen materials. According to a study by Future Market Insights (FMI), the global postnatal health supplements market will reach US$ 478.4 Mn by 2021.
Rising awareness regarding the wellbeing of new mothers, coupled with various initiatives undertaken by government and non-government organizations, will create growth opportunities. With sales via e-commerce gradually gaining pace, the market is expected to record impressive growth between 2021 and 2031. According to FMI, sales via online retailer will rise at above 7% CAGR over the forecast period
Modern offerings in the postnatal products category are developed from free-from ingredients such as soy, yeast, gluten, eggs, wheat, dairy, casein, shellfish, gelatine, starch, artificial sweeteners, artificial colours, artificial flavours, high-fructose corn syrup, preservatives and sodium. The demand will be particularly high for vitamin & mineral supplements. Sales of these supplements are expected to account for over 35% of the market in terms of ingredients.
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Key Takeaways from the Postnatal Health Supplements Market Study:
- The U.S. holds the lead, accounting for more than 30% of the overall market share owing to demand for supplement solutions for pregnancy complications.
- Consumption of capsule based postnatal health supplements will account for more than 40% of the market owing to superior consumer convenience.
- Focus on innovations among manufacturers will drive sales in Germany and France
- Launch of clean-label supplements will be a key factor driving sales in China
- Rising focus on well-being of new mothers will drive sales in Brazil
“Health, purity, and transparency are key factors influencing operations among the postnatal health supplement manufacturers. Market players are increasingly focusing on including ingredients derived from natural resources and are offering a transparent ingredient list. Transparency in supplement production is proving critical to consumer health and safety standards,” said a lead analyst at FMI
Lactating Mothers Become Conscious About Dietary Needs in the U.S.
The rising concern for cognitive well-being among new mothers is a primary driver in the global postnatal health supplement market. During lactation and pregnancy periods, nutrient requirements for women rise steadily, particularly for micronutrients like folate, iodine, copper and iron. Dietitians and clinicians routinely recommend or prescribe postnatal and prenatal supplements to avoid nutrient deficiencies. As a result, pregnant mothers plan carefully to compensate for nutrient deficiencies while also avoiding exceeding the Tolerable Upper Intake Level for postnatal supplement use. This growing awareness will support demand.
Increased Frequency of Product Launches Drives Growth
Postnatal supplements are is high demand among the health-conscious consumers due to changing lifestyles and increasing prevalence of various diseases. To meet ongoing demand, manufacturers are investing more in the launch of postnatal supplements products.
For instances, Ritual launched Essential Postnatal in 2020, a clinically developed multivitamin intended to meet the nutritional needs of mothers for up to six months after delivery or as long as they expect to breastfeed or pump.
Who is winning?
Some of the leading companies offering postnatal health supplements are Church & Dwight Co. Inc., The Honest Co. Inc., DuPont De Nemours Inc., New Chapter Inc., Nordic Natural Inc., Pharmavite LLC, Actif USA, Eu Natural, Naturelo Premium Supplements, LLC., Theralogix – Nutritional Science, Pure Essence Labs, Fairhaven Health – Milkies, Pink Stork, Vitabiotics Ltd., and others.
To meet a large customer base, postnatal health supplements manufacturers are focusing on advertising and promotional activities. The manufacturers are creating awareness about postnatal health supplements through running various campaigns on social media platforms such as Facebook, Instagram, YouTube and others. The manufacturers are also focusing on strengthening its distribution network in emerging nations to reach a larger consumer base. The manufacturers are also focusing on online retailing in the Covid-19 pandemic to offer a wide range of products to its customers.
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Get Valuable Insights into Postnatal Health Supplements Market
Future Market Insights, in its new offering, provides an unbiased analysis of the postnatal health supplements market presenting historical demand data (2016-2020) and forecast statistics for the period from 2021-2031. The study divulges compelling insights on the postnatal health supplements market based on ingredient (vitamins and mineral supplements, herbal supplements, protein and amino acid supplements, prebiotic supplements, and probiotic supplements), by form (soft gels, tablet, capsule and liquid), by distribution channel (store based retailing and online retailing), and by application (general well-being and lactation support, weight management, immune & digestive health, bone and joint health, heart health, eye health and other indications) across seven major regions.