The growing availability of improved and high-quality maternity personal care products across North America is driving the growth of the market in this region. The increasing awareness about various maternity care products that offer ease-of-use and convenience that is applicable in the fast-paced lifestyle will boost the demand for maternity personal care products in the North American market. The demand for stylish, fitting yet comfortable maternity apparels is one of the top trends in the North American market. The manufacturers are introducing many over-the-counter maternity vitamins medicines such as prenatal vitamins and postnatal vitamins to attract new consumers in the North American market. Maternity personal care products are designed to reduce physical changes such as stretch marks, loose skin, and other skin irritations.

The North America maternity care market is expected to generate revenues around $3 billion by 2023, growing at a CAGR of more than 2% during 2018-2023.

The different types of maternity personal care products available in the North American market are stretch mark minimizers, body restructuring gel, toning/firming lotion, nipple & breast cream, itch prevention cream, and others.

Maternity Personal Care Products – Market Overview

The increasing availability of various kinds of creams and increasing awareness of these products is propelling the growth of the maternity personal care products market. The stretch mark minimizers cream segment dominates the more than half of the market share in 2017. The top manufacturers are introducing various kinds products for all types of physical problems such as increased weight, itching, and sore breasts and nipples to gain a large market share. The growing demand for organic or natural maternity care products due to increased awareness about the harmful effects caused by chemicals used in several creams is propelling the growth of the maternity personal care products in the market in North America during the forecast period. Leading players such as Honest, Earth Mama, and Motherlove are introducing organic maternity personal care products in North American maternity care market. The maternity personal care products market in North America is projected to grow at a CAGR of more than 2% during the forecast period.

Maternity Personal Care Products – Market Dynamics

The growing awareness about skin care products is propelling the growth of the maternity personal care products market in North America. The drastic physical change in the woman’s body during pregnancy is leading to the introduction of lotions, oils, gels, and creams for stretch marks in North America. The vendors are introducing legs gel to relax, soothe, and calm the muscles of legs to attract new consumers in the global market. The increasing demand for premium quality skin care products is encouraging manufacturers to launch products that offer skin care with better formulations in North America. Companies such as The Honest Company, Lansinoh, and others are introducing organic maternity care products to boost their revenues in North America.

Maternity Personal Care Products – Market Trends

The retailers and manufacturers are offering subscription and bundling services to attract consumers in the maternity personal care products market in North America. The launch of several subscription offers under which companies provide maternity kits, containing all types of products, including stretch mark creams, tummy buttercreams, cleansers, and vitamins, and dietary supplements are supplied to customers will boost demand in the maternity personal care products market in North America. For instance, Bump Boxes, an online retailer selling maternity products, has subscription plans for all stages of pregnancy. The maternity kit has 4–8 products required at every stage of pregnancy and are delivered to the user at desired dates. These products include stretch mark minimizer creams, breast creams, belly oils, leg and foot cooling creams, among others. Similarly, another online site, ecocentricmom.com offers subscription options apart from selling individual organic mom and baby related products.

The leading vendors in the maternity personal care products market in North America are ASOS, Seraphine, Cake Maternity, Destination Maternity, The Hut Group, E.T. Browne Drug, The Honest Company, Merz Pharma, New Chapter, Garden of Life, and Nature’s Way.

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