GVR Report cover Postpartum Products Market Size, Share & Trends Report

Postpartum Products Market Size, Share & Trends Analysis Report By Product (Breastfeeding Accessories, Perineal Cooling Pads), By Sales Channel (Hospital Pharmacy, E-commerce), By Region, 2021 - 2028

  • Report ID: GVR-4-68038-351-5
  • Number of Pages: 110
  • Format: Electronic (PDF)
  • Historical Range: 2016 - 2019
  • Industry: Healthcare

Report Overview

The global postpartum products market size was valued at USD 2.09 billion in 2020 and is expected to expand at a compound annual growth rate (CAGR) of 6.4% from 2021 to 2028. The worldwide surge in women’s employment rate, growing consumer awareness about postpartum products, and improvement in healthcare infrastructure in emerging economies are expected to positively impact the market growth during the forecast period. However, owing to the current outbreak of the COVID-19 pandemic, the market is expected to witness slow growth for a short period of time.

Demand for these products has decreased as many companies are facing short-term operational issues owing to supply chain constraints (restrictions at the international borders). The offline sales channel including pharmacies, hypermarkets, specialty stores, and departmental stores, which majorly contribute to the revenue generation of postpartum products, are shut worldwide. To deal with this situation, the majority of brands are trying to engage their consumers online. However, there is no direct impact of COVID-19 on the market for postpartum products, hence, the demand for these products is likely to gain momentum as the effect of the pandemic subsides with time.

U.S. postpartum products market size, by product, 2018 - 2028 (USD Million)

An increase in women’s employment rate is expected to be a high-impact rendering driver for the 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 the market growth. As per the International Labour Office (ILO), there has been visual progress in terms of employment opportunities and gender equality over the past 20 years. The ILO initiated the 2030 UN agenda that aims to empower all women and girls to achieve productive employment and gender equality. Thus, increasing global women employment rates and government initiatives in support of employed mothers are expected to drive the demand for postpartum products over the forecast period.

In addition, lactating mothers focus on their skincare and physical appearance post-pregnancy, which is encouraging 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, 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 market growth over the forecast period.

Moreover, growing consumer awareness in order to get the body shape and functions back to normal and supportive initiatives being undertaken by the governments and companies for breastfeeding across the world are anticipated to propel the demand for postpartum products over the forecast period. For instance, in September 2017, Belly Bandit- a U.S.-based company leading in manufacturing products for pre and post-pregnancy, launched its health insurance reimbursement package to offer pregnant women and new moms the 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 and 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, thus contributing to the market growth over the forecast period.

In addition, extensive marketing campaigns by key market players to influence customers through social media are boosting the adoption of postpartum products. Therefore, these players are significantly investing in advertising campaigns to boost their product penetration and market positioning.

The U.S. dominated the North American market in 2020 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, and 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 the demand for breastfeeding accessories such as breast pads, breast shells, breast milk storage, and feeding bottles over 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 area progressive initiative if the mother is infected and there is a risk of disease transmission, or the mother is unable to lactate, or the baby is orphaned. Thus, an increasing number of milk banks in the U.S. is anticipated to boost the demand for postpartum products over 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 5 years ago. Thus, the demand for postpartum products in the U.S. is expected to be high.

Product Insights

The breastfeeding accessories segment dominated the market in 2020 with a revenue share of over 55.0%. The factors fueling the growth of the segment include a surge in women employment rates, 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 makes the whole process convenient for lactating mothers. It is further sub-segmented into breast pads, nipple care products, breast shells, breast milk preparation and cleaning products, breast milk storage and feeding, and other accessories. Among these, the breast milk storage and feeding segment emerged as the leading segment in 2020.

The perineal cooling pads segment is expected to expand at the highest CAGR of 7.4% during the forecast period owing to the increasing application of these cooling pads for relieving perineal pain, which results in increased postpartum comfort among women. Postpartum perineal pain adversely affects the daily activities of mothers such as sitting, lying down, walking, baby care, and breastfeeding. Perinealcold pack helps to ease the pain and swelling after childbirth and pain caused by hemorrhoids. Thus, the increasing burden of post-pregnancy problems, rising disposable incomes, especially in developing countries, and increasing awareness regarding postpartum care products among women are the major factors expected to drive the segment during the forecast period.

Sales Channel Insights

The hospital pharmacy held the largest revenue share of over 35.0% in 2020. Increasing pregnancy rates globally and a rise in the demand for postpartum products among new mothers are anticipated to boost the growth of the segment. Moreover, hospital pharmacies are trusted by the consumers for baby and mother products due to safety concerns. Hence, parents' trust in doctors and specialists is high and this factor fuels the growth of the hospital pharmacy segment. In addition, the rising number of hospitals in both developed and developing countries has led to the high growth of this segment.

Global postpartum products market share, by sales channel, 2020(%)

The e-commerce segment is expected to expand 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 the market expansion. The e-commerce channel allows the end-users to compare and select suitable products based on their type, brand, price, and point of sales. For instance, Amazon, Belly Bandit Walmart, 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. The sales strategies such as buy one, get one offers, discounts and complimentary products attract more consumers. This is likely to drive the sales of postpartum products through this channel as they are always in high demand among consumers.

Regional Insights

The Asia Pacific dominated the market with a revenue share of over 40.0% in 2020. The growth of the regional market can be attributed to various awareness campaigns leading to increasing awareness levels and the keen focus of key market players on tapping the potential offered by this region. For instance, in May 2018, Medela Asia Pacific Breastfeeding and Lactation Symposium will aim at enhancing knowledge and awareness, and clinical practice through various presentations on the latest research in human milk and breastfeeding. Moreover, the increasing female working population, coupled with the presence of a large population in the region, is expected to drive the market. Moreover, the region has been witnessing a paradigm shift in customers’ buying behavior with the increasing disposable income. Thus, owing to these factors, Asia Pacific will remain an essential regional market in the years to come.

The Middle East and Africa are expected to expand at the highest CAGR of 6.7% from 2021 to 2028. The presence of a large population in the region and increasing government collaboration with various global-level organizations for financing healthcare development programs are expected to drive the market. Middle Eastern countries such as Saudi Arabia, Qatar, United Arab Emirates (UAE), Kuwait, and Oman are prospering economies. This region is technologically developed, but the penetration of postpartum products is less due to cultural barriers. Thus, the MEA is a largely untapped market for postpartum products. As a result, the market players can tap the market and increase the sales of postpartum products through their marketing and promotion efforts. This is expected to fuel the market growth during the forecast period.

Key Companies & Market Share Insights

Key players in the market are adopting several strategies including new product launches and promotion of offline and online sales in order to attract more customers in the market. Moreover, these companies are focusing on geographical expansion to maximize their revenue in developing economies. For instance, Pigeon Corporation has expanded its geographical footprint by building an R&D facility in the Free Trade Zone in Izmir, Turkey. The company also expanded its presence in regions such as Malaysia, South Korea, Brazil, Belgium, India, and China.

Furthermore, several market players engage in acquisitions to strengthen their market position. This strategy enables companies to increase their capabilities, expand their product portfolios, and improve their competencies. For instance, in 2016, Medela LLC partnered with Marriott International with the aim to support breastfeeding mothers to return to work. Strategies such as marketing and promotions are widely used by companies in the market to increase awareness about the benefits of breastfeeding, educate, encourage, and support breastfeeding mothers, and increase the availability and outreach of their product offerings. For instance, Medela LLC frequently distributes educational and informative content to support breastfeeding mothers and their family and have initiated the distribution of information on breastfeeding through Amazon Alexa. This is expected to support the market growth over the forecast period. Some prominent players in the global postpartum products market include:

  • 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

Postpartum Products Market Report Scope

Report Attribute


Market size value in 2021

USD 2.22 billion

Revenue forecast in 2028

USD 3.44 billion

Growth Rate

CAGR of 6.4% from 2021 to 2028

Base year for estimation


Historical data

2016 - 2019

Forecast period

2021 - 2028

Quantitative units

Revenue in USD million/billion and CAGR from 2021 to 2028

Report coverage

Revenue forecast, company ranking, competitive landscape, growth factors, and trends

Segments covered

Product, sales channel, region

Regional scope

North America; Europe; Asia Pacific; Latin America; MEA

Country scope

U.S.; Canada; U.K.; Germany; France; Italy; Spain; Japan; China; India; Australia; South Korea; Brazil; Mexico; Colombia; Argentina; South Africa; Saudi Arabia; UAE

Key companies profiled

Koninklijke Philips N.V.; MedelaLLC; Newell Brands; AMEDA; NUBY; Mayborn Group Limited; Edgewell Personal Care; Handi-Craft Company (Dr. Brown’s); ArtsanaS.P.A; Medline

Customization scope

Free report customization (equivalent up to 8 analysts working days) with purchase. Addition or alteration to country, regional & segment scope

Pricing and purchase options

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Segments Covered in the Report

This report forecasts revenue growth at the global, regional, and country levels and provides an analysis of the latest industry trends and opportunities in each of the sub-segments from 2016 to 2028. For the purpose of this study, Grand View Research has segmented the global postpartum products market report on the basis of product, sales channel, and region:

  • Product Outlook (Revenue, USD Million, 2016 - 2028)

    • 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 Outlook (Revenue, USD Million, 2016 - 2028)

    • Hospital Pharmacy (Inpatient)

    • Retail Store

    • E-commerce

    • Wholesaler/Distributor

    • Direct Purchase

  • Regional Outlook (Revenue, USD Million, 2016 - 2028)

    • North America

      • U.S.

      • Canada

    • Europe

      • Germany

      • U.K.

      • France

      • Italy

      • Spain

    • Asia Pacific

      • Japan

      • China

      • India

      • Australia

      • South Korea

    • Latin America

      • Brazil

      • Mexico

      • Argentina

      • Colombia

    • Middle East and Africa (MEA)

      • South Africa

      • Saudi Arabia

      • UAE

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