Postpartum Products Market Size, Share & Trends Analysis Report By Product (Breastfeeding Accessories, Perineal Cooling Pads, Others), By Sales Channel (Hospital Pharmacy, Retail Store, E-Commerce), By Region- Global Industry Analysis, Share, Growth, Regional Outlook and Forecasts, 2024-2033

The global postpartum products market size was exhibited at USD 2.23 billion in 2023 and is projected to hit around USD 4.27 billion by 2033, growing at a CAGR of 6.7% during the forecast period of 2024 to 2033.

Key Takeaways:

• The breastfeeding accessories segment dominated the overall market in terms of revenue as of 2023, with a share of 88.01%.
• Among all distribution channels, hospital pharmacy held the largest share of the market in terms of revenue as of 2023, with a share of 40.0%.
• Asia Pacific dominated the overall postpartum product market with a share of 42.79% in 2023.

Postpartum Products Market Report Scope

The worldwide surge in women’s employment rate and growing consumer awareness about postpartum products, coupled with developments in healthcare infrastructure in emerging economies, is expected to positively impact postpartum products market growth during the forecast period. However, owing to the current outbreak of COVID-19, the market is expected to witness slow growth for a short period. Demand for these products has decreased as many companies are facing short-term operational issues owing to supply chain constraints (restrictions at international borders).

The offline sales channels, including pharmacies, hypermarkets, specialty stores, and department stores, which majorly contribute to revenue generation of postpartum products, are closed worldwide. To deal with this situation, the majority of brands are trying to engage their consumers online. However, the postpartum products market does not have any direct impact due to COVID-19; hence, the demand for these products is likely to gain momentum as the effect of the pandemic subsides with time.

An increase in women’s employment rate is expected to be a high-impact rendering driver of the postpartum products market. Increased involvement of women in the workforce is making them more self-sustainable and financially strong, leading to the adoption of quality healthcare products for them and their babies, which, in turn, is fueling postpartum product market growth. As per the International Labor Office (ILO), there has been visual progress in terms of employment opportunities and gender equality over the past 20 years.

ILO initiated the 2033 UN agenda, which aims to empower all women and girls to achieve productive employment and to have equal pay without discrimination to achieve gender equality. Thus, increasing global female employment rates and government initiatives in support of employed mothers are expected to drive demand for postpartum products during the forecast period.

In addition, lactating mothers also focus on their skincare and physical appearance post-pregnancy, which is the adoption of postpartum care products. Various other issues associated with post-pregnancy include skin pigmentation, stretch marks, varicose veins, or adult acne. As a result, the demand for postpartum products such as stressed leg creams, nipple protection creams, lotions and gels, and body restructuring products is also increasing, thus contributing to the postpartum products market growth in the forecast period.

Moreover, growing consumer awareness to get body shape and function back to normal and supportive initiatives being undertaken by governments and companies for breastfeeding across the world are the factors anticipated to propel the demand for postpartum products throughout the forecast period.

For instance, in September 2017, Belly Bandit, a U.S.-based company pioneering in manufacturing products for pre and post-pregnancy, launched its health insurance reimbursement package to offer pregnant women and new moms medically essential pregnancy support products and postpartum belly wraps. Under this program, the company offers its compression wraps, 2-in-1 Bandit, Upsie Belly, and C-section & Recovery Undies for insurance coverage and flexible spending accounts (FSA) reimbursement.

Such initiatives are expected to increase the usage of these products. As a result, the purchase of postpartum products becomes easier for end users, thereby contributing to postpartum product market growth during the forecast period. In addition, extensive marketing campaigns by the key market players to influence customers through social media are also factors boosting the adoption of postpartum products. Therefore, these players are heavily investing in advertising campaigns to increase their product penetration and market positioning.

The U.S. dominated the postpartum products market with the largest revenue share in 2023, owing to the high spending on personal care products and the availability of better reimbursement policies regarding maternity care in the region. For instance, insurance companies in the U.S. have to cover the cost of equipment and services that promote breastfeeding, such as breastfeeding accessories, 6-week postpartum care, and lactation counseling.

In addition, various market players, such as Medela LLC, Laura & Co., Newell Brands, Ameda, and universities, including Washington University and Fudan University, are raising awareness among women about breastfeeding and its benefits by arranging campaigns and providing informative magazines. This is expected to boost demand for breastfeeding accessories such as breast pads, breast shells, breast milk storage & feeding bottles, and others in the forecast period.

Furthermore, due to the higher demand for breast milk storage and nipple care products, the number of milk banks is rising. Milk banks are beneficial for mothers and is also a progressive initiative. If the mother is infected, there occurs a risk of disease transmission, and the mother is unable to lactate. Thus, an increasing number of milk banks in the U.S. is anticipated to boost demand for postpartum products during the forecast period. For instance, according to Atlantic in 2017, the Human Milk Banking Association of North America (HMBANA) accredited double the number of milk banks that operated five years ago. Thus, the demand for postpartum products in the U.S. is expected to be high.

Product Insights

Based on product, the postpartum products market is segmented into breastfeeding accessories, perineal cooling pads, and others (heavy-flow panty pads, water squirt bottles, and nursing pillows). The breastfeeding accessories segment dominated the overall market in terms of revenue as of 2023, with a share of 88.01%. The factors driving the growth of the segment include a surge in women's employment rates, a decreasing infant mortality rate, growing awareness about the availability of breastfeeding accessories, improving healthcare infrastructure in emerging economies, and an increasing number of milk banks.

Moreover, some countries have supportive reimbursement policies, which are anticipated to increase the sales of breastfeeding accessories in those regions. Breastfeeding accessories cover a wide range of products used for breastfeeding a newborn and products that make the whole process convenient for lactating mothers.

It is further sub-segmented into breast pads, nipple care products, breast shells, breast milk preparation & cleaning products, breast milk storage & feeding, and other accessories. Among these, the breast milk storage & feeding segment is expected to dominate the breastfeeding accessories market in terms of revenue as of 2023.

Whereas the perineal cooling pad segment is expected to grow at the highest CAGR of 4.5% during the forecast period owing to the increasing application of these cooling pads for relieving perineal pain, which results in increased postpartum comfort in all women. Postpartum perineal pain adversely affected the daily activities of the mothers, such as sitting, lying down, walking, baby care, and breastfeeding.

A perineal cold pack helps to ease the pain and swelling after childbirth and the pain caused by hemorrhoids. Thus, the increasing burden of postpartum problems, rising disposable incomes, especially in developing countries, and increasing awareness regarding postpartum care products among women are the major factors driving the growth of the segment during the forecast period.

Sales Channel Insights

Based on sales channel, the postpartum product market is segmented into hospital pharmacy (inpatient), retail store, e-commerce, wholesaler/distributor, and direct purchase. Among all distribution channels, hospital pharmacy held the largest share of the market in terms of revenue as of 2023, with a share of 40.0%. The increasing pregnancy rate globally and the rise in demand for postpartum products among new mothers are the factors anticipated to boost the growth of the segment.

Moreover, hospital pharmacies are trusted by consumers for baby and mother products due to safety concerns. Hence, parents' trust in doctors and specialists is high, and this factor drives the growth of the hospital pharmacy segment. In addition, the rising number of hospitals in both developed and developing countries has led to high growth in this segment during the forecast period.

The e-commerce segment is expected to develop at the highest CAGR of 7.3% during the forecast period. Rising online and e-commerce accessibility of postpartum products is likely to aid in market expansion, as it allows end users to compare and select suitable products based on their type, brand, price, and point of sale. For instance, Amazon, Belly Bandit, Wal-Mart, Motherhood Maternity, and The Moms Co. are some of the leading online providers that supply to end users.

In addition, major companies such as, Koninklijke Philips N.V., Medela LLC, Newell Brands, and Ameda have started offering a broad range of postpartum products through online channels. Sales strategies such as buy-one, get-one offers, discounts, and complimentary products attract more consumers. This is likely to drive sales of the postpartum products through this channel, as they are always on high demand among consumers.

Regional Insights

Asia Pacific dominated the overall postpartum product market with a share of 43.00% in 2023. The large market share of the region can be attributed to various awareness campaigns leading to increasing awareness level and the keen focus of the key market players on tapping the potential offered by this region. For instance, in May 2018, the Medela Asia Pacific Breastfeeding and Lactation Symposium aimed at enhancing knowledge, awareness, and clinical practice through various presentations on latest research in human milk and breastfeeding. The increasing female working population, coupled with the presence of large population base in the region, is further expected to drive market growth. Besides, the region has been witnessing a paradigm shift in customer buying behavior with increasing disposable income. Thus, owing to these factors, Asia-Pacific will remain an essential regional market for the foreseeable future.

The Middle East and Africa are expected to expand at the highest compound annual growth rate (CAGR) of 6.8% from 2023 to 2033. The presence of a large population in the region and increasing government collaboration with various global-level organizations to finance its healthcare development programs are expected to drive market growth. Middle Eastern countries such as Saudi Arabia, Qatar, the United Arab Emirates (UAE), Kuwait, and Oman have prospering economies.

This region is technologically developed, but the penetration of postpartum products is less due to cultural barriers. Thus, MEA is a largely untapped market for postpartum products. As a result, the companies can tap the market and increase the sales of postpartum products by their marketing and promotion efforts. This is expected to drive market growth during the forecast period.

Some of the prominent players in the postpartum products market include:

• Koninklijke Philips N.V.
• Medela LLC
• Newell Brands
• Ameda
• NUBY
• May born Group Limited
• Edge well Personal Care
• Handi-craft Company (Dr. Brown’s)
• Artsana S.P.A
• Medline

Segments Covered in the Report

This report forecasts revenue growth at global, regional, and country levels and provides an analysis of the latest industry trends in each of the sub-segments from 2023 to 2033. For this study, Nova one advisor, Inc. has segmented the global postpartum products market.

Product

• Breastfeeding Accessories

• • Breast Pads
  • Nipple Care Products
  • Breast Shells
  • Breast milk Preparation & Cleaning Products
  • Breast milk Storage & Feeding
  • Other Accessories

• Perineal Cooling Pads
• Others

Sales Channel

• Hospital Pharmacy (Inpatient)
• Retail Store
• E-Commerce
• Wholesaler/Distributor
• Direct Purchase

By Region

• North America
• Europe
• Asia-Pacific
• Latin America
• Middle East & Africa (MEA)