Prenatal Vitamin Supplements Market Size, Share & Industry Analysis, By Form (Powder, Liquid, Capsules, Gummies), By Distribution Channel (Supermarkets/Hypermarkets, Drug Stores, Online Retail) and Regional Forecast, 2024-2032

The prenatal vitamin supplements are the supplements that are consumed before, during, and after pregnancy for maintaining the mother and the baby’s overall health. The prenatal vitamin supplements are consumed to fulfill the daily nutritional requirements of pregnant women and the baby. The stressful and sedentary lifestyle of pregnant women as many of them are working, has led to an increase in deficiency of minerals and vitamins in their bodies. This arises the need for consuming prenatal supplements for replenishing their daily nutrition intake, thus propels the market growth.

The consumption of a healthy and nutritious diet by pregnant women is of utmost importance for upholding their health and for delivering a healthy baby. The prenatal vitamin supplements consist of folic acid, iron, calcium, and other vitamins and minerals to prevent iron deficiency, promote healthy bone growth, prevent bone loss, and others during pregnancy. Many gynecologists recommend prenatal vitamin supplements to expect mothers for the aforementioned reasons which drive the market.

The rising awareness among pregnant women about the health benefits associated with the consumption of prenatal vitamin supplements on a regular basis is one of the factors that fuel the market growth. The rise in birth defects of the babies due to improper nutrition has increased the need for consuming prenatal vitamin supplements. Supplementing the daily diet with prenatal vitamins promotes a healthier pregnancy by replenishing nutritional needs and also provides an optimal environment for healthy fetal growth. Thus, these factors cumulatively drive market growth.

The high price of the prenatal vitamin supplements which are affordable by only some consumers is one of the key factors that hinder its market growth. Further, the regulatory stringency regarding the approval of the supplements also poses as a major challenge in its market growth.

Key Players Covered:

The key companies operating in the global prenatal vitamin supplements market are Country Life, LLC, Church & Dwight Co., Inc., Direct Relief, Garden of Life, New Chapter, Inc., Abbott Laboratories, Bayer AG, Nordic Naturals, The Procter & Gamble Co. and TherapeuticsMD Inc.

The prenatal vitamin supplements is segmented by form, distribution channel, and geography. The capsule form is accounted for holding a major share in the form segment followed by powder and gummies. The capsules are easy to administer and consume. The longer shelf life of the capsules and its easier dissolvability in the gastric juices is also a major factor that has fuelled its market growth. Many manufacturers prefer capsules for producing the supplements as the vitamins are enclosed inside them, which avoids spillage is expected to further spur its market growth.

The supermarkets/hypermarkets and drug stores are the most preferred distribution channels for purchasing prenatal vitamin supplements. These mass merchandisers provide a one-stop solution for purchasing these supplements along with groceries. The wide range of products being offered, coupled with dedicated product shelves has also led consumers to prefer them for buying products. The drug stores offer prenatal supplements in different brands and price range which improves the consumers' buying experience and also a variety of options to choose from.

Regional Analysis:

North America is the fastest-growing market for prenatal vitamin supplements. The high awareness among the consumers about the health benefits of prenatal supplements and an established market presence of these supplements have driven its market. The easy availability of high-quality prenatal supplements and the hectic lifestyle of many working women in the region have also contributed to the regional market growth.

Europe is projected to witness significant growth in the upcoming years. The rising health-consciousness among the pregnant women for maintaining their and the baby’s health is a major factor that fuels the prenatal supplements market growth. Further, many obstetricians in the region recommend pregnant women to consume these supplements to support healthy growth and lessen the chances of birth defects in the baby. This has led to the regional market growth of prenatal vitamin supplements.

Asia Pacific region is anticipated to foresee substantial growth in the forthcoming years. The prenatal vitamin supplements are growing popular in the region due to the wide internet penetration. The wide availability of these supplements on various online purchasing sites has led to its rapid market growth. The increase in the disposable income of the consumers allows them to spend more on such products, which has efficiently boosted its regional market growth.

Segmentation

Key Industry Developments

• In June 2018, Natrol llc., launched a new line of vitamins and supplements called ‘Deliciously Good Gummies’. The products launched are prenatal, hair, skin & nails, melatonin, women, men and kid’s multi vitamin gummies. The gummies are organic, non-GMO, preservatives free, and vegetarian.


• In June 2018, Smoothies King launches ‘Premama’ prenatal smoothies in collaboration with Premama, a prenatal vitamins manufacturer to promote healthy and active lifestyle. The smoothies are made using whole fruits, organic spinach and multivitamin prenatal supplement powder.