Maternity & Personal Care Market

• Increased awareness among people about their personal health and hygiene is driving the market growth

Market CAGR for maternity and personal care is being driven by the increased awareness among people about their personal health and hygiene. The increase in awareness among people and pregnant women about the necessity and importance of sustaining good health and hygiene is anticipated to boost the maternity and personal care market revenue throughout the forecast period. The rise in the count of working professionals, mainly women and their increasing affordability for costly yet healthy products like supplements is further foreseen to provide huge market revenue.

Additionally, various personal care products like oral, hair care, skincare and others are present in the market; thus, the customers have more access to purchase different products of their taste. Other than the variety of products in the personal care category, the sales channel network of companies is also very strong, giving the manufacturers an added advantage to sell their products like oils, lotions, creams, and others to a broader range of clients.

The maternity market has also progressed in the last few years as women have become more aware of the presence of several innovative products for managing symptoms associated with pregnancy. Further, the availability of various products in the market, like supplements, massagers, and skin creams, can assist pregnant women in easily managing their health and well-being. With the increase in the number of working women by ten folds in the last two decades and the necessity of trendy and comfortable maternity apparel has also grown, this is also anticipated to fuel the market growth. 

Furthermore, the increasing preference for organic products among people throughout the world is generating a significant opportunity for the key market participants operating in the maternity & personal care market. The growing living standards and spending power in the developed and developing countries are anticipated to boost the sales of organic maternity & personal care products in the future. With the growth in awareness of the danger of utilizing chemical-based personal care products, a huge part of the population is shifting towards the usage of organic care products.

With an understanding of the upcoming personal care product trends in the market, several companies have also expanded their product portfolio in order to cater to a broader range of audiences and increase their business. Thus driving the Maternity & Personal Care market revenue.

The rise of e-commerce platforms significantly influences the Global Maternity and Personal Care Market Industry. Online shopping provides convenience and accessibility for expectant mothers seeking maternity products. The proliferation of digital platforms allows consumers to compare products, read reviews, and make informed purchasing decisions. This shift towards online retail is expected to bolster market growth, as more consumers opt for the ease of shopping from home. The trend aligns with the overall increase in online sales, further contributing to the anticipated market value of 62.5 USD Billion in 2024.

The Global Maternity and Personal Care Market Industry experiences a notable influence from rising birth rates across various regions. Countries with increasing fertility rates contribute significantly to the demand for maternity products. For instance, regions such as Sub-Saharan Africa and parts of Asia are witnessing higher birth rates, leading to an anticipated market value of 62.5 USD Billion in 2024. This growth is driven by the need for maternity clothing, skincare, and personal care products tailored for expectant mothers, thereby expanding the overall market landscape.

The Global Maternity and Personal Care Market Industry is projected to experience substantial growth over the coming years. With an estimated market value of 62.5 USD Billion in 2024, the industry is on a trajectory to reach 130.2 USD Billion by 2035. This growth is underpinned by a compound annual growth rate of 6.9% from 2025 to 2035, indicating a robust demand for maternity and personal care products. The increasing focus on maternal health, coupled with rising birth rates and innovative product offerings, positions the market for sustained expansion.

Innovation in product development is a key driver of the Global Maternity and Personal Care Market Industry. Companies are increasingly focusing on creating specialized products that cater to the unique needs of pregnant women. For example, the introduction of organic and hypoallergenic skincare products has gained traction, appealing to health-conscious consumers. This trend not only enhances product offerings but also attracts a broader customer base. The market is expected to reach 130.2 USD Billion by 2035, reflecting the impact of innovation on consumer preferences and purchasing behavior.

Cultural shifts towards parenting and family dynamics are reshaping the Global Maternity and Personal Care Market Industry. As societal norms evolve, there is a growing emphasis on the importance of maternal care and support during pregnancy. This cultural transformation encourages the adoption of maternity products that promote comfort and well-being. Additionally, the increasing involvement of partners in the maternity journey further drives demand for related products. These cultural changes are expected to sustain market growth, contributing to a projected value of 130.2 USD Billion by 2035.

There is a growing awareness of maternal health, which plays a crucial role in shaping the Global Maternity and Personal Care Market Industry. Educational campaigns and initiatives by governments and health organizations emphasize the importance of prenatal care and the use of safe personal care products. This heightened awareness leads to increased consumption of maternity-related products, as expectant mothers seek to ensure their health and that of their babies. As a result, the market is projected to grow significantly, with a compound annual growth rate of 6.9% from 2025 to 2035.

By region, the study gives market insights into North America, Europe, Asia-Pacific and the Rest of the World. The North American Maternity & Personal Care market area dominates the market due to the high penetration of several personal care products like skin care products, hair care products and the maternity care products. People are more aware of the importance of hygiene and health, because of which the demand for maternity & personal care products is anticipated to raise sustainability.

The region has high affordability, and people are more aware of the importance of maintaining the personal care and hygiene during pregnancy.

Further, the prime countries studied in the market report are The US, Canada, Germany, France, the UK, Italy, Spain, Japan, China, India, Australia, South Korea, and Brazil.

Figure 2: MATERNITY & PERSONAL CARE MARKET SHARE BY REGION 2022 (USD Billion)

Source: The Secondary Research, Primary Research, Market Research Future Database and Analyst Review

Europe's Maternity & Personal Care market accounts for the second-largest market share owing to the increasing awareness among the people, product innovations, the influence of health and wellness trends and growth in e-commerce. Further, the German Maternity & Personal Care market held the largest market share, and the UK Maternity & Personal Care market was the fastest-growing market in the European region.

The Asia-Pacific Maternity & Personal Care Market is expected to rise at a rapid CAGR from 2023 to 2032. This is because of increasing population and birth rates, rising middle class, growth in consumer awareness, rapid urbanization, rising disposable income and growing government initiatives. Moreover, China’s Maternity & Personal Care market held the largest market share, and the Indian Maternity & Personal Care market was the fastest-growing market in Asia-Pacific region.

Leading market players are investing hugely in research and development in order to expand their product lines, which will help the Maternity & Personal Care market grow even more. Market players are also undertaking a variety of strategic activities to spread their footprint, with important market developments including contractual agreements, new product launches, mergers and acquisitions, higher investments, and collaboration with other organizations. To spread and survive in a more competitive and rising market climate, the Maternity & Personal Care industry must offer cost-effective items.

Manufacturing locally to reduce the operational costs is one of the key business tactics used by the manufacturers in the Maternity and personal Care industry to benefit clients and grows the market sector. In recent years, the Maternity & Personal Care industry has offered some of the most significant advantages to the healthcare industry.

Major players in the Maternity & Personal Care market, including Edgewell Personal Care, Kaya Ltd, Johnson & Johnson, Seraphine, Jubiliant Ingrevea, Proctor & Gamble Co., Destination Maternity Corporation, Amoralia, Mama Mio Inc., Unilever plc., and others, are trying to increase market demand by investing in research and development operations.

Johnson & Johnson is a multinational corporation operating in the healthcare industry. It is one of the largest and most well-known healthcare companies in the world. Founded in the year 1886 and headquartered in New Brunswick, New Jersey, United States, it operates in the healthcare sector, encompassing pharmaceuticals, medical devices and consumer health products. The company has a significant presence globally, with operations in more than sixty countries and products sold in nearly every country around the world.

In March 2023, Johnson & Johnson announced the acquisition of Baby2Baby, a non-profit organization that provides essential items to children living in poverty. The acquisition is expected to help Johnson & Johnson expand its reach to families in need and accelerate its efforts to promote equity in maternal and child deaths.

Kimberly-Clark Corporation is a multinational conglomerate that operates in the consumer goods and healthcare industries. The company is known for producing a wide range of products, including personal care, hygiene and professional products. Kimberly-Clark, founded in the year 1872 and headquartered in Dallas, Texas, United States, operates primarily in the consumer goods and healthcare sectors, with a focus on personal and healthcare products. It has a significant presence, with the operations in more than 175 countries and products sold in nearly every country worldwide.

In January 2023, the company declared the acquisition of Softex Indonesia, a leading personal care company in Indonesia. The acquisition is anticipated to help Kimberly-Clark expand its presence in the Indonesian market and strengthen its portfolio of personal care products.