Maternity Vitamins and Supplements Market

Maternity Vitamins and Supplements Market by Type (Prenatal & Postnatal Maternity Vitamins and Supplements), by Form (Softgels, Tablets, Gummies, Capsules), by Sales Channel & by Region – Global Market Insights 2022-2032

Analysis of Maternity Vitamins and Supplements market covering 30 + countries including analysis of US, Canada, UK, Germany, France, Nordics, GCC countries, Japan, Korea and many more

Maternity Vitamins and Supplements Market Outlook

In recent times the demand for maternity vitamins and supplements has surged which is set to witness steady growth during the forecast duration. Demand for Maternity vitamins and supplements will witness steady recovery in the short term, with an optimistic growth outlook in the long run.

Raising awareness about maternity care is a rising demand in the market and this will help in surpassing the market valuation of US$ 950 Mn by 2031. Moreover, various governmental policies are catering to the use of prenatal and postnatal multivitamins. These medicines are taken by the mother pre and post-delivery for the overall health of the baby and mother.

The maternity vitamins and supplements market is currently valued at USD 525.07 Million in 2022. The market is expected to reach up to USD 1198.16 Million by end of 2032. The prenatal vitamins market is anticipated to grow with a CAGR of 8.6% during the forecast period.

Working women tend to ignore their own health due to their busy schedules. This result in a deficiency of needed vitamins and minerals in their bodies which rises demand for the consumption of prenatal supplements. These maternity supplements are made for meeting a demand for body requirements of pregnant women. These tablets consist of folic acid, iron, and calcium needed for bone strength. As a consequence, gynecologists prescribe these supplements to pregnant ladies.

Report Attributes


Maternity Vitamins and Supplements Market Size (2022 A)

USD 525.07 Million

Base Year for Estimation


Forecast duration for this research


Forecasted Market value (2032 F)

USD 1198.16 Million

Global Market Growth rate (2022-2032 E)

CAGR of 8.6%

Key Companies Profiled

  • Nestlé
  • S.A.
  • Garden of Life
  • Metagenics
  • The Jean Coutu Group
  • NATURELO Premium Supplements
  • Mega Food
  • Douglas Laboratories
  • Nature's Way Products LLC.
  • Carbamide Forte
  • Purayati

Know thy Competitors

Competitive landscape highlights only certain players
Complete list available upon request

What is driving demand for the prenatal vitamins and supplements market?

Vitamins are one of the essential organic compounds which the human body requires and since the body doesn’t make them by itself it needs to be consumed from an outside source such as food or supplements. Maternity supplements contain daily vitamins and minerals which the mothers required before, during, and after the pregnancy. They are packed with a few of the most important nutrients such as Folic acid, calcium, iron, DHA, vitamin, and iodine.

Since a variety of foods provides these nutrients in various forms, the supplements give all in all required nutrients in a single dose, this easy-to-get and-consume ability is marking its potential in the market. Over the years, there has been a surge in awareness regarding the health concern of both mother and child during the pregnancy period which has fuelled its demand. Today’s busy lifestyle has altered the meal and sleep cycle which results in a lack of vitamins. These pre and postnatal multivitamin provides all the essentials to the body.

In addition, there has been an increase in prescriptions and recommendations by doctors and nutritionists for vitamin supplements. Concerns over chromosome abnormalities, congenital heart defects, hereditary genetic disorders, down syndrome, and other disorders compelled mothers to take maternity vitamins and supplements to reduce their risk of having children with birth defects. Such the above-mentioned factors are driving the growth of maternity vitamins and supplements demand.

“Health benefits propelling demand for maternity vitamins and supplements market”

Consumption of maternity vitamins and supplements likely ensures the intake of approximately 400 micrograms of folic acid, 200 to 300 milligrams of calcium, 400 IU of vitamin D, 17 mg of iron, 15 mg of zinc, 150 micrograms of iodine, and various other nutrients. Intake of folic acid prevents defects that affect the baby’s spinal cord and brain. Vitamin D regulates the amount of phosphate and calcium which keeps bones and teeth healthy for both mother and child.

Furthermore, vitamins, being an important source of nutrients for the eye, skin, and overall health, have a dynamic demand scope. In addition to health benefits, vitamins and derivatives are also used as a precautionary measure and a dietary supplement against various ailments.

Similarly iron in the supplement helps tackle anemia and remove tiredness. Vitamin C keeps cells functional and healthy. These supplements come in a prenatal form which is consumed before and during the pregnancy, whereas postnatal vitamins are for consumption after the baby’s birth. These health benefits help in keeping pregnancy, child, and mother healthy.

Restraints faced by Maternity Vitamins and Supplements Market

“Covid-19 resulted in a hit to pharma manufacturing”

After the breakout of the COVID-19 pandemic, governments across the globe imposed lockdowns which resulted in restrictions on man and material movement. Manufacturing industries were hit hard but the health care and pharmaceuticals are expected to be on the positive side of the frame.

Consumers had access to the commodity because it was classified as an important item and pharmacies were required to open. Various studies conducted during the pandemic found that the body's vitamin requirements increased as a result of remaining indoors for longer periods of time.

Furthermore, the pandemic heightened public health concerns, resulting in increased self-awareness about maternity care and the benefits of vitamin supplements. Following the pandemic lockdown, this trend is expected to continue, giving sales a boost.

The high prices of these supplements reduce their affordability for all. The limited customer base for these medicines can affect their market growth. The regulations related to drugs and medicines impose challenges to compliance and quality standards.

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Competitive landscape

The maternity vitamins and supplements market is fragmented across the globe. In order to survive the competition, manufacturers are diversifying their product offerings and giving more emphasis on safety. For easy consumption, the manufacturers have introduced it in various forms such as capsules, tablets, soft gels, gummies, powder, and liquid. Manufacturers, on the other hand, are embracing the new online sales and distribution network in order to expand their reach and increase market penetration.

Segment wise Insights

The maternity vitamins and supplements market can be segmented by the forms, distribution channels, and regions. Based on the forms the major market share is taken by powder followed by gummies. The capsules are widely preferred due to their easy administration and are anticipated to spur in upcoming years.

Based on the distribution channels hypermarkets and drug stores are preferred stores for buying maternity vitamins and supplements. These stores have dedicated shelves for the products which gain customer attention and tend to rise in sales. These stores are improving customer experience from an array of options available.

Regional Insights

The hypervisor market covers six major regions: North American America, Europe, East Asia, South East Asia & Oceania, and MEA. North America is assumed to be the most lucrative region for sales. It’s leading in the pharmaceuticals and chemical industry and is paving the way for growth.

The region has experienced hefty spending on health care along with its strong R&D makes it one of the most attractive regions. Europe homes few of the well-established and best healthcare systems in the world. Increasing private sector partnerships and efficient service to the patients, the region is expected to grow further in the future.

Asia witnesses a high rate of birth-related medical problems for both mother and child due to lower levels of health infrastructure in many countries. Along with this, the malnutrition rate is also high in the region. Although over the last decade there have been many improvements in the infrastructure, awareness, and spending on health care. These positive developments are likely to propel the demand northwards.

In the MEA region Northern Africa, Turkey, GCC countries, etc. have better infrastructure and spending on health. This is adding thrust to the sales in the region. However, the rest of the countries like Yemen, South Sudan, Nigeria, etc. are experiencing foreign aid and development for women’s maternity health care. Thus the region is prepared for substantial growth in the near future.

Key Segments

  • By Type :

    • Prenatal
    • Postnatal
  • By Form Type :

    • Softgels
    • Tablets
    • Gummies
    • Capsules
    • Powder
    • Liquid
  • By Sales Channel :

    • Modern Trade
    • Pharmacies
    • Specialty Store
    • Online Channel
  • By Region :

    • North America
      • US & Canada
    • Latin America
      • Brazil, Mexico, and Others
    • Western Europe
      • EU5
      • Nordics
      • Benelux
    • Eastern Europe
    • Asia Pacific
      • Australia and New Zealand (ANZ)
      • Greater China
      • India
      • ASEAN
      • Rest of Asia Pacific
    • Japan
    • Middle East and Africa
      • GCC Countries
      • Other Middle East
      • North Africa
      • South Africa
      • Other Africa

- FAQs -

The market is expected to reach up to USD 1198.16 Million by end of 2032.

North America is assumed to be the most lucrative region for sales of the Maternity Vitamins and Supplements Market.

The prenatal vitamins market is anticipated to grow with a CAGR of 8.6% during the forecast period.

The key market players in Maternity Vitamins and Supplements Market are- • S.A. • Garden of Life • Metagenics • The Jean Coutu Group • NATURELO Premium Supplements • Mega Food • Douglas Laboratories • Nature's Way Products LLC. • Carbamide Forte

The maternity vitamins and supplements market is currently valued at USD 525.07 Million in 2022.

Maternity Vitamins and Supplements Market

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