Pregnancy Products Market - Growth, Trends, COVID-19 Impact, and Forecasts (2022 - 2027)

The Pregnancy Products Market is segmented by Product (Stretch Mark Minimizers, Pregnancy Test Kits, Toning and Body Firming Gel, Restructuring Gel, and Other Products), Distribution Channel (Hospital Pharmacies, Independent Pharmacies and Drug Stores, and Online), and Geography (North America, Europe, Asia-Pacific, Middle-East and Africa, and South America). The report offers the value (in USD million) for the above segments.

Market Snapshot

pregnancy products market
Study Period: 2019-2027
Base Year: 2021
Fastest Growing Market: Asia Pacific
Largest Market: North America
CAGR: 5.5 %

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Market Overview

The pregnancy products market is expected to register a CAGR of 5.5% over the forecast period.

The contagious coronavirus has had a potential economic impact and implications on most sectors, including the pregnancy products market. Governments all over the world are now responding to the threat of COVID-19 with all the essential measures, such as social distancing, nationwide lockdown, travel restrictions, and large-scale quarantines, which are anticipated to negatively impact businesses and consumer spending. As per an article titled “COVID-19, Pregnancy, Childbirth, and Breastfeeding: Answers from Ob-Gyns” published in April 2022, women who are pregnant or recently given birth are more likely than nonpregnant women to develop a more serious illness from COVID-19. Women with COVID-19 and symptoms who are pregnant are more likely to require care in an intensive care unit (ICU), require a ventilator (for breathing support), or pass away from the condition. Howhere is a minimal overall risk of serious disease and death among pregnant women? According to an article titled “Characteristics and Outcomes of Women With COVID-19 Giving Birth at US Academic Centers During the COVID-19 Pandemic” published in August 2021, the absolute death rates for women with COVID-19 were found to be significantly higher than for women without COVID-19 in research by Jering and colleagues, which reported the biggest US cohort to date, encompassing 6380 women giving birth. Preeclampsia, thrombotic events, and premature birth rates were also observed to be greater. Obesity, anemia, and chronic pulmonary illness were the most prevalent comorbidities for women giving delivery with COVID-19. The growth is attributed to the growing burden of problems during pregnancy and increasing awareness among the population.

The physique, complexion, hair, nails, and many other physical characteristics of a woman are all impacted by the hormonal changes that take place during pregnancy. These goods, which try to lessen the physical impacts of pregnancy on a woman, are becoming more and more popular around the world. As knowledge and disposable money increase in emerging nations, it is anticipated that the market for pregnancy-related products would expand. Growing awareness of the use of personal care products during pregnancy and high uptake of organic products are driving the market. Because of the trend toward using organic pregnancy personal care products due to safety concerns over chemical-based products, the entire market is changing. Rising R&D is leading to the introduction of newer, safer, and more effective versions. A paradigm shift from chemical-based pregnancy care products to herbal/organic alternatives has been brought about, as a result, resulting in the emergence of safer organic alternatives. Pregnant women often worry about skincare and their physical attractiveness after giving birth, which is motivating more people to use pregnancy care products. Pregnancy-related discomfort has grown to be a significant problem for women all over the world. The uptake and adoption of these products are also being boosted by extensive campaigns by market participants to influence consumers through social media. Social media is frequently used by customers to make decisions about skincare products. The result is that large market players invest heavily in advertising campaigns and thereby accelerate the growth of the market.

According to an article titled “Trends In Maternal Mortality In India Over Two Decades In Nationally Representative Surveys” published in August 2021, it was estimated that 1.3 million Indian women died from maternal causes over the last two decades. Although maternal mortality rates have fallen by 70% overall, the poorer states lag behind. The increasing burden of pregnancy problems, rising birth rates, disposable incomes, especially in developing countries, increasing awareness regarding pregnancy care products among women, and well-developed distribution channels for pregnancy products are the major factors driving the growth of the pregnancy products market. For instance, in March 2021, the Centers for Disease Control and Prevention announced that Allyson Felix, a world-class track and field athlete, and the United States Olympian, joined the Hear Her campaign to raise awareness about life-threatening complications that can occur during and after pregnancy. This campaign is supported by a partnership between the Centers for Disease Control and Prevention (CDC) Foundation and Merck through its Merck for Mothers program. Thus, the growing number of awareness campaigns on pregnancy care may boost the market for pregnancy products.

However, high prices and side effects associated with the products are expected to be the key restraints to the growth of the pregnancy products market.

Scope of the Report

Pregnancy products are dedicated to dealing with the physical changes of pregnant women during and after pregnancy. The pregnancy period involves many hormonal changes, which affect skin, physique, hair, nail, etc. These products aim at minimizing the effects of pregnancy on women’s physique and are gaining popularity across the world. The pregnancy products market is segmented by product (stretch mark minimizers, pregnancy test kits, toning and body firming gel, restructuring gel, and other products), distribution channel (hospital pharmacies, independent pharmacies and drug stores, and online), and geography (North America, Europe, Asia-Pacific, Middle-East and Africa, and South America). The market report also covers the estimated market sizes and trends for 17 different countries across the major regions globally. The report offers the value (in USD million) for the above segments.

Stretch Mark Minimizers
Pregnancy Test Kits
Toning and Body Firming Gel
Restructuring Gel
Other Products
Distribution Channel
Hospital Pharmacies
Independent Pharmacies and Drug Stores
North America
United States
United Kingdom
Rest of Europe
South Korea
Rest of Asia-Pacific
Middle-East and Africa
South Africa
Rest of Middle-East and Africa
South America
Rest of South America

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Key Market Trends

The Stretch Mark Minimizer Segment is Expected to Register Robust Growth Over the Forecast Period

Stretch marks are tiny tears and scars in the supporting layers of tissue under the skin. Stretch marks are quite common during and after pregnancy and occur in 90% of pregnant women. The growing awareness regarding stretch mark treatment products and high adoption of the same are anticipated to fuel the market growth.

The market for stretch mark minimizers is anticipated to experience huge growth during the forecast period, owing to the rise in the number of pregnancies in developed and developing countries. As per an article titled “Nearly Half of All Pregnancies are Unintended—A Global Crisis, Says New UNFPA report [EN/AR/RU]” published in March 2022, in July 2020, nearly half of all pregnancies, totaling 121 million each year throughout the world, are unintended. According to the Center for Disease Control and Prevention (CDC)/National Center for Health Statistics, data published in May 2022, about 36,11,596 vaginal deliveries and Cesarean deliveries are reported in 2020, which may lead to the high growth of the stretch mark minimizer segment due to the rising number of pregnancy cases. Because stretch marks are associated with gestational changes that affect between 50%-90% of women, depending on the race and age of the population, many women develop stretch marks during their first pregnancy.

With the COVID-19 pandemic, women are one of the most vulnerable groups who did not receive necessary care and experienced additional negative impacts. The disease impacted essential manufacturers supplying most of the market volume due to supply chain issues. This is expected to decrease production rates; however, this can also drive up the prices of products in the short term. Furthermore, the domestic manufacturers are likely to fill the supply gap leading to a relatively lower impact on the market as a whole.​

The increasing number of approvals by companies also helps in boosting the overall market. For instance, in April 2022, Bayer CropScience Limited launched Luciara is a moisturizing cream that can prevent the appearance of stretch marks during pregnancy. Similarly, in December 2021, Bio-Oil launches an all-natural version of Iconic Stretch Mark Oil, to help reduce the appearance of stretch marks during and post-pregnancy for mothers. Such product launches are likely to propel segmental growth over the forecast period.


North America is Expected to Retain the Largest Share of the Market Over the Forecast Period

The North American pregnancy products market is projected to dominate the market growth due to high awareness regarding pregnancy products and increasing expenditure on personal care products. According to the Center for Disease Control and Prevention (CDC), around 3.66 million babies were born in 2021, representing a 1% increase from 2020. Since 2014, births in the United States have declined 2% every year and dropped 4% during the early stages of the Covid-19 pandemic in 2019 and 2020. Thus, the increasing birth rate in the United States and awareness about pregnancy care are driving the demand for pregnancy products, thereby boosting the market.

North America is anticipated to grow tremendously during the forecast period due to factors such as a rise in disposable incomes in economies like Mexico and Canada, well-established distribution channels, and increasing awareness regarding pregnancy products through strong marketing activities by key players.

As the pandemic impacted the business and quality of life of people across the country, the treatment for most of them had been postponed unless it was an emergency. However, this may also impact women who are undergoing pregnancy treatments.

pregnancy market size

Competitive Landscape

The leading players in the pregnancy products market are making significant efforts to create awareness among consumers regarding the advantages, availability, and effectiveness of pregnancy products. For instance, in April 2019, Candela Corporation introduced its Vbeam Prima laser system in Canada. The Vbeam Prima device effectively treats various skin conditions, including rosacea, port wine stains, acne, leg veins, spider veins, scars, benign pigmented lesions, wrinkles, warts, stretch marks, and photoaging. Key players in the market include Abbott, Clarins Group, Expansxience Laboratories Inc., Nine Naturals LLC, and Noodle & Boo, among others.

Recent Developments

  • In October 2021, Salignostics, a Jerusalem-based medical startup, planned to sell the world’s first and only saliva-based rapid pregnancy test kit. The non-invasive method of detecting pregnancy delivers accurate results in minutes.
  • In March 2021, Lia, the women-founded startup developing eco-friendly reproductive health and wellness products, launched the world’s first biodegradable and flushable pregnancy test.

Table of Contents


    1. 1.1 Study Assumptions and Market Definition

    2. 1.2 Scope of the Study




    1. 4.1 Market Overview

    2. 4.2 Market Drivers

      1. 4.2.1 Introduction of Organic Pregnancy Care Products

      2. 4.2.2 Increasing Awareness Regarding Pregnancy Care Products

    3. 4.3 Market Restraints

      1. 4.3.1 Side Effects Associated with Pregnancy Products

      2. 4.3.2 Lack of Awareness and Unavailability of Pregnancy Products in Low-income Countries

    4. 4.4 Porter's Five Forces Analysis

      1. 4.4.1 Threat of New Entrants

      2. 4.4.2 Bargaining Power of Buyers/Consumers

      3. 4.4.3 Bargaining Power of Suppliers

      4. 4.4.4 Threat of Substitute Products

      5. 4.4.5 Intensity of Competitive Rivalry

  5. 5. MARKET SEGMENTATION (Market Size by Value – USD million)

    1. 5.1 Product

      1. 5.1.1 Stretch Mark Minimizers

      2. 5.1.2 Pregnancy Test Kits

      3. 5.1.3 Toning and Body Firming Gel

      4. 5.1.4 Restructuring Gel

      5. 5.1.5 Other Products

    2. 5.2 Distribution Channel

      1. 5.2.1 Hospital Pharmacies

      2. 5.2.2 Independent Pharmacies and Drug Stores

      3. 5.2.3 Online

    3. 5.3 Geography

      1. 5.3.1 North America

        1. United States

        2. Canada

        3. Mexico

      2. 5.3.2 Europe

        1. Germany

        2. United Kingdom

        3. France

        4. Italy

        5. Spain

        6. Rest of Europe

      3. 5.3.3 Asia-Pacific

        1. China

        2. Japan

        3. India

        4. Australia

        5. South Korea

        6. Rest of Asia-Pacific

      4. 5.3.4 Middle-East and Africa

        1. GCC

        2. South Africa

        3. Rest of Middle-East and Africa

      5. 5.3.5 South America

        1. Brazil

        2. Argentina

        3. Rest of South America


    1. 6.1 Company Profiles

      1. 6.1.1 Abbott

      2. 6.1.2 Church & Dwight Co. Inc.

      3. 6.1.3 Clarins Group

      4. 6.1.4 E.T. Browne Drug Co. Inc.

      5. 6.1.5 Expansxience Laboratories Inc.

      6. 6.1.6 Germaine Laboratories

      7. 6.1.7 Mama Mio US Inc.

      8. 6.1.8 Mankind Pharma

      9. 6.1.9 Nine Naturals LLC

      10. 6.1.10 Noodle and Boo LLC

      11. 6.1.11 Novena Maternal Skin Care

      12. 6.1.12 Oscar Medicare Pvt. Ltd

      13. 6.1.13 Piramal Enterprises

      14. 6.1.14 Procter & Gamble

      15. 6.1.15 Quidel Corporation

    2. *List Not Exhaustive

**Competitive Landscape Covers - Business Overview, Financials, Products and Strategies, and Recent Developments

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Frequently Asked Questions

The Pregnancy Products Market market is studied from 2019 - 2027.

The Pregnancy Products Market is growing at a CAGR of 5.5% over the next 5 years.

Asia Pacific is growing at the highest CAGR over 2021- 2026.

North America holds highest share in 2021.

Abbott, Clarins Group, Expansxience Laboratories Inc., Nine Naturals LLC, Noodle & Boo are the major companies operating in Pregnancy Products Market.

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