Prenatal Vitamin Supplement Market Size, Share & Trends Analysis Report By Product Form (Capsules, Powder, Gummy), By Distribution Channel, By Region, And Segment Forecasts, 2019 - 2025

Report Overview

The global prenatal vitamin supplement market size to be valued at USD 673.8 million by 2025 and is expected to grow at a compound annual growth rate (CAGR) of 8.6% during the forecast period. Increasing awareness about a healthy diet and proper medication among pregnant women is a key factor driving the market. The stressful and sedentary lifestyle of pregnant women has led to an increase in the deficiency of minerals and vitamins among them. Also, improper nutrition to the baby, rise in other birth defects, and increasing awareness regarding the advantages of the prenatal supplements are some of the other factors driving the market.

A healthy diet and consumption of the right amount of nutritional components are of utmost importance right from the time of conception, to ensure the delivery of a healthy baby. At present, almost all obstetricians in the U.S. recommend these supplements to pregnant women. A study by the UC Davis MIND Institute has claimed that the women who were observed not taking daily prenatal immediately before and during the first month of pregnancy were likely to have a child with an autism spectrum disorder, which is twice the rate as that of women who consumed the supplements. Besides, the sale of prenatal supplements has increased owing to an increase in income levels and promotional initiatives by the market vendors.

Rising awareness among pregnant women is driving the market for prenatal vitamin supplements. For instance, in April 2017, to create awareness among parents, health workers, and pregnant women, the National Health Mission (NHM) launched a mobile-based application on the importance of pre and post-natal care, institutional delivery, and immunization. Moreover, in February 2017, the Department of Health Republic of South Africa created awareness by educating the public about pregnancy and enhancing healthy pregnancies on the pregnancy week so that women can have healthy babies, thereby driving the demand for prenatal vitamin supplements.

Prenatal vitamin supplements consist of vitamins, calcium, iron, folic acid, and other minerals as compared to regular adult multivitamins. Folic acids are effective in preventing brain and spinal cord abnormalities in babies. Iron is effective in preventing anemia and aiding the growth and development of the baby. These prenatal vitamin supplements also help in the healthy delivery of the baby. They are not designed to replace food, however, they act as additional nutrition for healthy food, serving as a backup for any nutritional gaps in the normal diet. Awareness regarding the advantages of prenatal vitamin supplements among the women population has helped the market gain traction in urban as well as rural areas across the globe.

Prenatal Vitamin Supplement Market Trends

The rising use of Artificial Intelligence (AI) technology by prenatal vitamin supplement producers reduces the chance and incidence of neural-tube defects, thereby propelling the market growth. Increasing mineral and vitamin deficiency in women due to the pursuit of modern lifestyle, and the rise in awareness in expecting mothers about healthy eating and proper medication, are propelling the growth of the market.

One of the main obstacles to market growth is the high cost of prenatal vitamin supplements as in form of premium products. The lack of valid and reliable studies to demonstrate the efficacy of these supplements and the concerns for stomach pain and constipation, impede the market growth. Furthermore, the regulatory rigor in supplement approval is a major hindrance to the market growth. However, the increase in investments by the market participant investments for the implementation of improved prenatal supplements facilitate the growth opportunities in the near future. 

Product Form Insights

The prenatal vitamin supplement market is classified based on the product form as capsules, powder, and gummy. The capsules segment held the largest share in 2018 and is anticipated to reach USD 355.3 million by 2025. This is attributed to the doctor’s preference for prescribing capsules due to their long shelf life, thereby fuelling the demand for capsules. Moreover, advancements in technologies ease-out procedures of filling capsules, thereby making it a preference among manufacturers. Furthermore, the property of the capsules to dissolve easily with gastric juices is anticipated to further spur the demand for these prenatal vitamin supplements among consumers.

Increasing the launch of prenatal vitamin capsules is also a key factor driving the capsule product segment. For instance, in November 2016, Zahler, an exclusive brand of natural vitamins and high-quality nutritional supplements, has introduced Prenatal+DHA 300 soft gel tablet. This prenatal vitamin supplement is formulated with vitamins and minerals that promote health, enhance energy, and provide premium nutrition care for the wellbeing of both mother and child.

Distribution Channel Insights

This segment comprises supermarkets and drug stores, and online platform. Among these, the supermarket and drug store segment held the largest market share in 2018 owing to consumer’s inclination towards a one-stop shopping experience. Increasing disposable income in the developing countries of Asia Pacific is resulting in consumer’s preference for bulk purchases of these prenatal vitamin supplements at the supermarkets.

The online channel is anticipated to witness the fastest growth over the forecast period. This is attributed to technological advancements and the rising adoption of technology by consumers. Apart from the key players of the market, the popular e-commerce platforms such as Amazon.in are encouraged to gain traction by selling these prenatal vitamin supplements in certain areas having comparatively fewer specialty stores. This, in turn, is increasing the sales of the products through the online distribution channel. Moreover, discounts available on online platforms are comparatively more than that in the stores, which attract the consumers and increase the sales of these prenatal vitamin supplements.

Regional Insights

North America held the largest share of 53.1% in 2018. The region is expected to maintain its lead throughout the forecast period owing to the increasing number of self-directed consumers. Moreover, higher penetration of dietary supplements and easy availability of quality products are some other factors fuelling the demand for prenatal vitamin supplements in the region. Besides, a high level of a sedentary lifestyle in the women of western countries is leading to the growth of the market. Europe is anticipated to witness significant growth in the coming years.

Emerging economies require implementing changes in the field of maternal care and health. This is attributed to the presence of a large number of pregnant women in the emerging economies deprived of proper nutrition during the peak times of fetus growth. As a result of this, countries such as India and China have remained adamant in developing a healthy mechanism for maternal care. This factor is projected to bring in considerable revenue in the market for prenatal vitamin supplements in the region in the forecast period. The Asia Pacific is expected to emerge as a promising region for the market growth owing to a rise in the disposable income in countries including India.

Key Companies & Market Share Insights

Manufacturers are focusing on the expansion of their geographical reach by engaging in mergers and acquisitions with other companies, carrying the objective of increasing their market share and cutting down their operational cost. The competitors mainly compete based on product quality, technological innovations, price, volume, and capacity. Increasing the launch of prenatal vitamin supplements is one of the key factors driving the global market. For instance, in June 2018, Natrol LLC has introduced a new natural gummies line of vitamins and supplements. The entire Natrol Gummies line is made with organic ingredients and is a non-GMO and free from artificial sweeteners, colors, preservatives, and flavors.

Manufacturers are also engaged in mergers and acquisitions to increase their sales. For instance, in November 2017, Garden of Life Inc. announced that it will be a part of Nestle to expand its geographical reach and product portfolio. Key players having a strong presence in the global market is Country Life LLC; Garden of Life Inc.; MegaFood; Biotics Research Corporation; Rainbow Light Nutritional Systems Inc.; Church & Dwight Co. Inc.; New Chapter, Inc.; and Abbott Nutrition.

Recent Developments

• In December 2021, Trimacare developed a prenatal supplement that meets the nourishment needs of the mother and baby throughout each trimester, providing trimester-specific care and ensuring all-around development.

• In June 2020, Mommy’s Bliss launched a new innovative line of prenatal and postnatal multivitamins and supplements designed specifically for the motherhood journey.

Prenatal Vitamin Supplement Market Report Scope

Global Prenatal Vitamin Supplement Market Segmentation

This report forecasts revenue growth at the global, regional, and country levels, and provides an analysis of the latest industry trends in each of the sub-segments from 2015 to 2025. For this study, Grand View Research has segmented the global prenatal vitamin supplement market report based on product form, distribution channel, and region: 

• Product Form Outlook (Revenue, USD Million, 2015 - 2025)

  • Capsules

  • Powder

  • Gummy

• Distribution Channel Outlook (Revenue, USD Million, 2015 - 2025)

  • Supermarket & Drug Store

  • Online Platform

• Regional Outlook (Revenue, USD Million, 2015 - 2025)

  • North America

    • U.S

  • Europe

    • U.K.

    • France

  • Asia Pacific

    • China

    • India

  • Central & South America

    • Brazil

  • Middle East & Africa

    • South Africa