Maternity Market Personal Care Products Expected to Grow

Technavio analysts forecast the personal care products for the maternity market in the U.S. is expected to exceed $683 million during the forecast period, according to their latest report.

The research study covers the present scenario and growth prospects of the global personal care products for the maternity market in the U.S. for 2016-2020. In order to calculate the market size, the report considers revenue generated from the retail sales of maternity personal care products in the following segments six segments which include skin care, hair care, oral hygiene products, bath products, sun care and depilatory products.

Technavio consumer and retail analysts highlight the following three factors that are contributing to the growth of the personal care products for the maternity market in the U.S.: high awareness and increased spending power; expansion of distribution channels; changing lifestyles and shopping habits

Awareness about pregnancy and childbearing is very high in the U.S. Consumers in the country give high priority to gaining knowledge from medical practitioners and reliable sources on the Internet. Consequently, most pregnant women are aware of the products that are suitable and safe for use during and after the pregnancy, according to the report. 

The developed nature of the country's economy and the increasing number of women in the workforce have led to higher disposable incomes and, consequently, higher spending power. Households are, therefore, able to spend more on the wellbeing of pregnant women and their babies. As a result, premium products and the relatively expensive organic products also find considerable demand in the market, the report says. 

Distributors, wholesalers, and retailers are key channel partners for consumer goods manufacturers. As retailers come into direct contact with consumers who purchase personal care items, they are the primary point of interest for beauty and personal care (BPC) manufacturers. These manufacturers are, therefore, expanding their channel partners at the retailer level, the report says/ 

Many personal care items such as skin moisturizers, shampoos, hair colors, and toothpastes are considered as cosmetics by the FDA. These products and their ingredients are not subject to FDA premarket approval. However, personal care items such as medicated treatments for dandruff treatment and sun protection are considered as drugs. These products must receive premarket approval by the FDA and can only be sold on a prescription-basis at drug stores, Technavio officials say. 

According to Brijesh Kumar Choubey, a lead analyst at Technavio for retail goods and services research, “BPC manufacturers are increasingly expanding their distribution channels to include drug and healthcare stores at the retailer level along with traditional retail stores such as hypermarkets, supermarkets, grocery stores, and specialty retailers.”

A large number of women in the US continue to work into the late stages of their pregnancies. As personal grooming and appearance are important factors at most workplaces, pregnant women present significant opportunities for vendors in the market. Many women change their shopping habits in accordance with the demands posed by pregnancy and are willing to spend on products that ensure their own as well as the baby's wellbeing and comfort. “Keeping this in view, most manufacturers offer personal care lines with value propositions that meet the expectations of the consumers, including pregnancy wellness and fitness products and specialized skin care products,” says Brijesh.