U.S. Maternal Supplements Market - Focused Insights 2024-2029

MARKET INSIGHTS

The U.S. maternal supplements market was valued at USD 2.59 billion in 2023 and is anticipated to reach USD 2.98 billion by 2029, registering a CAGR of 2.39% during the forecast period. The market is witnessing substantial growth due to several factors that are driving the increasing need for nutritional support during pregnancy. Rising awareness of health concerns among pregnant women has fueled market expansion, as expectant mothers focus on their well-being and seek supplements to fulfill specific nutritional requirements. Additionally, the shift toward online retail has enhanced accessibility, providing consumers with a convenient way to purchase maternal supplements.

MARKET DEFINITION

Maternal supplements encompass products specifically designed to meet the nutritional requirements of pregnant women, as well as those who are breastfeeding or planning to conceive. These supplements consist of essential vitamins, minerals, and other nutrients formulated to support women throughout preconception, pregnancy, and postpartum stages. By ensuring adequate nutrient intake, maternal supplements help prevent deficiencies, promote healthy pregnancy outcomes, and enhance the overall well-being of both mother and child.

MARKET TRENDS & DRIVERS

Increasing Focus on Maternal Mental Health

The heightened focus on maternal mental health stems from growing awareness regarding the significance of psychological well-being during pregnancy and postpartum. Maternal mental health is now widely recognized for its critical impact on both the mother and the child. Studies have highlighted the prevalence and effects of maternal mental health disorders, including depression, anxiety, and postpartum depression, leading to increased efforts to provide support and interventions. According to the American Hospital Association (AHA), one in five women experience maternal mental health disorders, making them the most common complications associated with pregnancy, childbirth, and postpartum recovery. Additionally, data from the Centers for Disease Control and Prevention (CDC) indicates that one in eight women suffer from postpartum depression, with half of these cases remaining untreated. Nutritional deficiencies, such as low levels of omega-3 fatty acids and vitamin D, have been linked to increased risks of postpartum depression. Research published in the Journal of Affective Disorders suggests that inadequate nutrient levels during pregnancy may contribute to mental health challenges. Poor maternal mental health can also negatively impact the fetus, potentially leading to complications such as preterm birth and low birth weight. Consequently, supplements that support maternal mental well-being are gaining traction in the market.

Rising Awareness of Health Concerns Among Pregnant Women

Growing concerns over health issues among pregnant women have significantly contributed to the expansion of the U.S. maternal supplements market. Expectant mothers often encounter various health challenges, and the use of supplements is crucial in addressing these concerns. Pregnancy-induced fatigue and hormonal changes frequently lead to deficiencies, making supplementation essential for maintaining overall health. Gestational diabetes mellitus (GDM), a type of diabetes that emerges during pregnancy, poses risks for both mother and baby. According to the CDC, the prevalence of GDM among mothers giving birth in the US increased from 6.0% in 2016 to 8.3% in 2021. The incidence of GDM is notably higher among older mothers, with rates reaching 15.6% for those aged 40 and above, compared to 2.7% for mothers under 20. Supplements containing nutrients such as chromium, magnesium, and omega-3 fatty acids may aid in blood sugar regulation and reduce the likelihood of GDM. Additionally, preterm birth and low birth weight remain significant concerns, contributing to neonatal health complications. In 2022, approximately one in ten infants in the U.S. was born prematurely. While the preterm birth rate declined by 1% in 2022 after a 4% increase between 2020 and 2021, proper maternal nutrition, including supplementation, plays a key role in reducing these risks.

U.S. MATERNAL SUPPLEMENTS MARKET HIGHLIGHTS

• By Stage Type: The U.S. maternal supplements market is categorized into prenatal and postnatal segments. In 2023, the prenatal segment held the largest market share. Prenatal supplements are widely recommended to ensure both maternal and fetal nutritional needs are met throughout pregnancy. Obstetricians and gynecologists frequently advise expectant mothers to take these supplements as a precautionary measure to support healthy fetal development and maternal well-being.
• By Product Type: The market is segmented into vitamins & minerals, omega-3 fatty acids, prebiotics & probiotics, and other supplements. The prebiotic & probiotic segment is expected to witness the highest growth during the forecast period. The increasing adoption of probiotic supplements is attributed to their digestive and immune health benefits, which are particularly beneficial during pregnancy.
• By Dosage Form: Capsules and softgels dominate the U.S. maternal supplements market. The growing demand for these forms can be attributed to their ease of consumption, superior absorption, broad availability, and increasing awareness of maternal health needs. Capsules and softgels are particularly preferred for their convenience, allowing expectant mothers to incorporate them seamlessly into their daily routine.
• By Distribution Channel: Online retail platforms are emerging as the fastest-growing distribution channel for maternal supplements. Digital platforms provide unparalleled convenience, enabling consumers to explore and purchase a diverse range of supplements from the comfort of their homes. The shift toward e-commerce has contributed significantly to market growth, as online shopping eliminates the need for physical store visits.

COMPETITIVE LANDSCAPE

The U.S. maternal supplements market comprises exclusive data on 26 vendors. The market is highly competitive, with numerous established and emerging players. Smaller and niche brands are making a significant impact by focusing on specialized product offerings. Continuous product innovation, including new formulations, dosage forms, and flavors, is shaping the competitive landscape. While increased competition has led to price reductions for consumers, it has also placed pressure on companies' profit margins.