LONDON--(BUSINESS WIRE)--Technavio analysts forecast the global maternity personal care products market to grow at a CAGR of close to 5% during the forecast period, according to their latest report.
The research study covers the present scenario and growth prospects of the global maternity personal care products market for 2016-2020. The report also segments the market on the basis of different types of maternity personal care products, store formats and geography. In addition to this, the five forces analysis, vendor landscape, and a corresponding detailed analysis of the six key vendors operating in this market are covered in the report.
Technavio consumer and retail analysts highlight the following four factors that are contributing to the growth of the global maternity personal care products:
- Demand from developing countries
- Increasing product awareness
- Focus on marketing initiatives
- Awareness of risks associated with chemicals in regular personal care products
Demand from developing countries
Developing countries in APAC and Africa offer high growth potential for the market. Indonesia, Thailand, China, Brazil, South Africa, and India are some examples of such emerging markets for maternity personal care products. Increasing urbanization, along with a rise in disposable income, is resulting in an increasing demand for maternity personal care products in these countries. As a direct result of the aforementioned factors, these regions are becoming popular destinations for all major players in this market.
“In recent times, the market in most developing countries is registering a significant shift toward the preference for maternity personal care products rather than using regular personal care products during pregnancy, owing mostly to the need for safer and more effective products during the maternity period,” says Brijesh Kumar Choubey, a lead analyst at Technavio for retail goods and services research.
Increasing product awareness
The number of informed consumers, who are well aware of the product availability and benefits and make rational choices when it comes to the purchase decision of maternity personal care products, is increasing across the globe. This factor will aid in the growth of the market over the next five years. This growing number of informed consumers can be attributed to their increasing exposure to reliable information about products and services through the Internet, television, and other sources of information.
Such informed customers prefer products designed specifically to be used during pregnancy, as they are aware of the negative effects that toxic chemicals found in synthetic personal care products for regular use can have on the mother and the baby. This growing demand for maternity personal care products, therefore, will positively impact the growth of the market.
Focus on marketing initiatives
The global maternity personal care products market is characterized by intense competition, owing to the presence of multiple vendors and aggressive marketing strategies. To increase their profit margins, enhance their consumer base, and have a competitive edge over their counterparts, vendors in the market are focusing more on launching unique marketing initiatives in recent times. Vendors are trying to reinforce brand loyalty by increasing their digital and social media advertising and marketing, and point of sale marketing in pharmacies.
For instance, in 2013, Bio-Oil, through its campaign “Every Body has a Skin Story”, was able to reinforce brand loyalty among existing users as well as increase its customer base. Vendors such as Mama Mio, Pretty Mommies, Noodle & Boo, and Mustela are making extensive use of social media portals such as Facebook and Twitter to engage their consumers. Vendors are also increasing their online presence by launching various campaigns and contests for consumers on their online portals and social networking sites.
Awareness of risks associated with chemicals in regular personal care products
Harmful chemical ingredients found in most personal care products such as shampoos and soaps have been directly associated with elevating the health-related risks in pregnant women. Lead, triclosan, oxybenzone, salicylic acid, BHA (butylated hydroxyanisole), and BHT (butylated hydroxytoluene) are some of the most commonly used ingredients in personal care and makeup products.
The use of such products has been linked to complications such as miscarriage, reduced fertility, low birth weight, endocrine disruption, and complications like defects with the baby’s nervous system. As consumers are becoming aware of the negative effects that the constant exposure to even small amounts of such chemicals may have on the health of the mother as well as the developing fetus, they are reluctant to use these personal care products and prefer personal care products specifically formulated for use during pregnancies. “Even doctors recommend the avoidance of products that include ingredients such as retinoids and salicylic acid, which is yet another factor adding to the growth of the market,” says Brijesh.
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