Global Postpartum Products Market by Sales Channel (E-commerce, Hospital Pharmacy), by Product (Breastfeeding Accessories, Perineal Cooling Pads) and Region (North America, Latin America, Europe, Asia Pacific and Middle East & Africa), Forecast To 2028

Summary of the Report

Global postpartum products market was worth USD 2.09 billion in 2020. It is projected to grow at a 6.4% compound annual growth rate (CAGR), between 2021 and 2028. Market growth is expected to be influenced by the worldwide increase in women's employment, increasing consumer awareness about postpartum product, and improvements in healthcare infrastructure in emerging countries. The market will experience a slow recovery due to the COVID-19 pandemic. These products are less in demand due to short-term operational problems faced by many companies because of supply chain restrictions (restrictions at international borders). Postpartum products are no longer sold offline by hypermarkets and specialty stores as well as pharmacies. Most brands have taken to the internet to address this problem. The COVID-19 has not had an immediate impact on the postpartum market, so the demand for these products will likely increase as the effects of the pandemic diminish.

Market growth will be driven by a rise in women's employment. Increasing women's participation in the workforce makes them more financially secure and self-sustainable. This allows them to adopt quality healthcare products that they can use for their children. This is driving market growth. According to the International Labour Office (ILO), there have been visible improvements in terms of gender equality and employment opportunities over the past 20 year. The 2030 UN Agenda was initiated by the ILO. It aims to empower all girls and women to attain productive employment and gender equality. The forecast period will see an increase in global women employment and support programs for mothers who are employed. Postpartum care products are also being adopted by lactating mothers who focus on their skin and appearance after giving birth. Other issues that can be associated with post-pregnancy are skin pigmentation, varicose and adult acne, as well as skin stretch marks, veins, and wrinkles. The market is expected to grow over the forecast period due to increased demand for postpartum products, such as nipple protection creams and lotions, and body restructuring products.

The demand for postpartum products will be driven by consumer awareness and the support initiatives taken by governments and companies around the globe for breastfeeding. Belly Bandit, a U.S.-based manufacturer of products for pre- and post-pregnancy launched its health insurance reimbursement program in September 2017. This package provides pregnant women and new mothers with the necessary pregnancy support products as well as postpartum belly wraps. The company provides reimbursement for its C-section and Recovery Undies, 2-in-1 Bandit, Upsie Belly and Upsie Belly compression wraps. These initiatives are expected increase product usage. This makes it easier for users to purchase postpartum products, which will contribute to market growth during the forecast period. Postpartum products are also being adopted by key market players through extensive marketing campaigns via social media. These market players have invested heavily in advertising campaigns to increase product penetration and market position.

Due to high personal care product spending and better reimbursement policies for maternity care, the U.S. dominated North American markets in 2020. In the United States, for example, insurance companies must cover equipment and services that promote breastfeeding, such as lactation counseling, 6-week postpartum care, and breastfeeding accessories. Medela LLC and Laura & Co., Newell Brands and Ameda, as well as universities like Washington University and Fudan University, are helping to raise awareness about breastfeeding and the benefits of it by organising campaigns and publishing informative magazines. Over the forecast period, this will increase demand for breast accessories like breast pads, breastshells, breast milk storage and breastfeeding bottles.

The number of milk banks is also increasing due to increased demand for breastmilk storage and nipple products. If the mother has a disease and is at risk of transmission to her baby, the milk bank can be beneficial for the mother and the area progressive initiative. The U.S. will see an increase in milk banks over the next few years, which is expected to help boost postpartum product demand. Atlantic reports that in 2017, HMBANA (Human Milk Banking Association of North America) approved twice the number of milk banking institutions than were operating five years ago. Accordingly, postpartum products are expected to be in high demand in the United States.

Product Insights

With a market share of more than 55.0%, the breastfeeding accessories segment dominated in 2020. This segment has seen a rise in women's employment, a decrease in infant mortality, increased awareness about breastfeeding accessories, improved healthcare infrastructure in emerging countries, and an increase in milk banks. Some countries also have support policies for reimbursement, which will increase sales of breastfeeding accessories. There are many products for breastfeeding, including accessories that can be used to help mothers with their babies. You can further sub-segment it into breast pads and nipple products, breastshells, breastmilk preparation products and cleaning products as well as accessories for breastmilk storage and breastfeeding. In 2020, the most popular segment was breastmilk storage and breastfeeding.

Perineal cooling pads are expected to grow at 7.4% CAGR over the forecast period. This is due to increased use of cooling pads to relieve perineal pain. Perineal pain after birth can adversely impact daily activities such as walking, sitting, and lying down. The perinealcold packs can be used to reduce swelling and pain after childbirth as well as hemorhoids pain. The main factors driving the segment are rising disposable incomes, increasing post-pregnancy issues, and increased awareness about postpartum care products by women.

Sales Channel Insights

In 2020, the hospital pharmacy accounted for 35.0% of total revenue. The segment is expected to grow due to rising pregnancy rates worldwide and increased demand for postpartum care products among mothers. Because of safety concerns, consumers trust hospital pharmacies for mother and baby products. Hospital pharmacies are a result of parents trusting doctors and specialists, which fuels their growth. This segment has seen a high growth due to both the increasing number of hospitals in developed and developing nations.

The highest expected CAGR for e-commerce is 7.3% over the forecast period. The market will expand due to increased online and ecommerce access to postpartum products. End-users can compare and choose the right products based upon their type, brand price, point of sale, and type. Amazon, Belly Bandit Walmart and Motherhood Maternity are just a few of the top online suppliers that provide products to end-users. A number of major companies, including Koninklijke Philips N.V. and Medela LLC, Newell Brands and Ameda, have begun offering a wide range of postpartum items online. More consumers are attracted to sales strategies like buy one, get one, discounts, and free products. These sales strategies are likely to increase postpartum product sales through this channel, as they are in high demand.

Regional Insights

Asia Pacific was the dominant market, with a share of more than 40.0% in 2020. The regional market's growth can be attributed both to increased awareness and the intense focus of market players on maximizing the region's potential. Medela Asia Pacific Breastfeeding and Lactation Symposium, which will take place in May 2018, will promote knowledge and awareness and improve clinical practice by presenting the most recent research on human milk and breastfeeding. The market is expected to be driven by the growing female workforce and the large local population. The region is also witnessing a shift in customer buying habits due to the growing disposable income. These factors will ensure that Asia Pacific remains a vital regional market for the years ahead.

From 2021 to 2028, the Middle East and Africa are expected to grow at a 6.7% CAGR. Market growth is expected to be driven by the large regional population and increased government collaboration with global-level organizations that finance healthcare development programs. Prospering economies in the Middle East include Oman, Qatar, United Arab Emirates, Kuwait, Saudi Arabia and Qatar. This region is technologically advanced, but postpartum products are not as well-known due to cultural barriers. The MEA remains a relatively untapped market for postpartum goods. Market players have the opportunity to tap into this market and increase sales of postpartum-related products by marketing and promotion. This will fuel market growth over the forecast period.

Market Share Insights & Key Companies

To attract more customers, market leaders are using a variety of strategies to increase their market share. These companies also focus on geographic expansion in order to maximize their revenues in developing countries. Pigeon Corporation, for example, has increased its geographic footprint by opening a R&D center in Izmir (Turkey) in order to expand its reach. The company has also increased its presence in countries such as Malaysia, South Korea and Brazil, Belgium, India, China, and India.

To strengthen their market position, many market players also make acquisitions. Companies can use this strategy to expand their capabilities, increase their product ranges, and enhance their skills. Medela LLC, for example, partnered with Marriott International in 2016 to help breastfeeding mothers return to work. Companies use marketing and promotion strategies to raise awareness about breastfeeding and educate, encourage and support breastfeeding mothers. Medela LLC, for example, regularly distributes informative and educational content to support breastfeeding mothers. They also initiated distribution of information about breastfeeding via Amazon Alexa. This will support market growth during the forecast period. The following are some of the major players in the global market for postpartum products:

• Koninklijke Philips N.V.

• Medela LLC

• Newell Brands

• Ameda

• NUBY

• Mayborn Group Limited

• Edgewell Personal Care

• Handi-craft Company (Dr. Brown's).

• Artsana S.P.A

• Medline

Up Market Research published a new report titled “Postpartum Products Market research report which is segmented by Sales Channel (E-commerce, Hospital Pharmacy), by Product (Breastfeeding Accessories, Perineal Cooling Pads), By Players/Companies Edgewell Personal Care, Medline, Handi-craft Company (Dr Brown’s), Ameda, Artsana SPA, NUBY, Koninklijke Philips NV, Newell Brands, Mayborn Group Limited, Medela LLC”. As per the study the market is expected to grow at a CAGR of XX% in the forecast period.

Report Scope

The report covers comprehensive data on emerging trends, market drivers, growth opportunities, and restraints that can change the market dynamics of the industry. It provides an in-depth analysis of the market segments which include products, applications, and competitor analysis.

Global Postpartum Products Market Report Segments:

The market is segmented by Sales Channel (E-commerce, Hospital Pharmacy), by Product (Breastfeeding Accessories, Perineal Cooling Pads).

Postpartum Products Market research report delivers a close watch on leading competitors with strategic analysis, micro and macro market trend and scenarios, pricing analysis and a holistic overview of the market situations in the forecast period. It is a professional and a detailed report focusing on primary and secondary drivers, market share, leading segments and geographical analysis. Further, key players, major collaborations, merger & acquisitions along with trending innovation and business policies are reviewed in the report.

Key Benefits for Industry Participants & Stakeholders:

• Industry drivers, restraints, and opportunities covered in the study
• Neutral perspective on the market performance
• Recent industry trends and developments
• Competitive landscape & strategies of key players
• Potential & niche segments and regions exhibiting promising growth covered
• Historical, current, and projected market size, in terms of value
• In-depth analysis of the Postpartum Products Market

Overview of the regional outlook of the Postpartum Products Market:

Based on region, the market is segmented into North America, Europe, Asia Pacific, Latin America and Middle East & Africa (MEA). North America region is further bifurcated into countries such as U.S., and Canada. The Europe region is further categorized into U.K., France, Germany, Italy, Spain, Russia, and Rest of Europe. Asia Pacific is further segmented into China, Japan, South Korea, India, Australia, South East Asia, and Rest of Asia Pacific. Latin America region is further segmented into Brazil, Mexico, and Rest of Latin America, and the MEA region is further divided into GCC, Turkey, South Africa, and Rest of MEA.

Highlights of The Postpartum Products Market Report:

1. The market structure and projections for the coming years.
2. Drivers, restraints, opportunities, and current trends of Postpartum Products Market.
3. Historical data and forecast.
4. Estimations for the forecast period 2028.
5. Developments and trends in the market.

                1. E-commerce

                2. Hospital Pharmacy

                1. Breastfeeding Accessories

                2. Perineal Cooling Pads

8. Market scenario by region, sub-region, and country.
9. Market share of the market players, company profiles, product specifications, SWOT analysis, and competitive landscape.
10. Analysis regarding upstream raw materials, downstream demand, and current market dynamics.
11. Government Policies, Macro & Micro economic factors are also included in the report.

We have studied the Postpartum Products Market in 360 degrees via. both primary & secondary research methodologies. This helped us in building an understanding of the current market dynamics, supply-demand gap, pricing trends, product preferences, consumer patterns & so on. The findings were further validated through primary research with industry experts & opinion leaders across countries. The data is further compiled & validated through various market estimation & data validation methodologies. Further, we also have our in-house data forecasting model to predict market growth up to 2028.

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• Correctly Positioning New Products
• Market Entry Strategies
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• Identifying Appropriate Advertising Appeals

Reasons to Purchase the Postpartum Products Market Report:

• The report includes a plethora of information such as market dynamics scenario and opportunities during the forecast period
• Segments and sub-segments include quantitative, qualitative, value (USD Million,) and volume (Units Million) data.
• Regional, sub-regional, and country level data includes the demand and supply forces along with their influence on the market.
• The competitive landscape comprises share of key players, new developments, and strategies in the last three years.
• Comprehensive companies offering products, relevant financial information, recent developments, SWOT analysis, and strategies by these players.