Maternity and Personal Care

Global Maternity and Personal Care Market to Reach US$90.1 Billion by 2030

The global market for Maternity and Personal Care estimated at US$66.5 Billion in the year 2024, is expected to reach US$90.1 Billion by 2030, growing at a CAGR of 5.2% over the analysis period 2024-2030. Skin Care, one of the segments analyzed in the report, is expected to record a 4.1% CAGR and reach US$28.2 Billion by the end of the analysis period. Growth in the Hair Care segment is estimated at 6.5% CAGR over the analysis period.

The U.S. Market is Estimated at US$18.1 Billion While China is Forecast to Grow at 8.0% CAGR

The Maternity and Personal Care market in the U.S. is estimated at US$18.1 Billion in the year 2024. China, the world`s second largest economy, is forecast to reach a projected market size of US$17.7 Billion by the year 2030 trailing a CAGR of 8.0% over the analysis period 2024-2030. Among the other noteworthy geographic markets are Japan and Canada, each forecast to grow at a CAGR of 2.6% and 5.1% respectively over the analysis period. Within Europe, Germany is forecast to grow at approximately 3.3% CAGR.

Global Maternity and Personal Care Market – Key Trends & Drivers Summarized

Why Is the Maternity and Personal Care Segment Expanding Beyond Traditional Boundaries?

The maternity and personal care market is undergoing significant transformation, evolving from basic prenatal hygiene products to a sophisticated, lifecycle-based wellness ecosystem. Today’s consumers—especially millennial and Gen Z women—seek comprehensive care that spans preconception, pregnancy, postpartum recovery, and early parenting. This market segment encompasses a wide array of products, including stretch mark creams, belly oils, perineal sprays, maternity-safe shampoos, body lotions, nursing balms, and intimate hygiene solutions, all designed with the safety of both mother and baby in mind.

The growing awareness of ingredient safety, hormonal sensitivities, and dermatological concerns during pregnancy has fueled demand for clean-label, fragrance-free, hypoallergenic formulations. Women are increasingly informed about product absorption rates and are looking for transparency in sourcing, pH balance, and allergen-free certifications. Emotional wellness and self-care during pregnancy have also become integral to the category’s expansion. Brands are now focusing on holistic maternity experiences that include aromatherapy, bath rituals, sleep aids, and even mental health support through digital extensions or app integrations.

How Are Formulation Standards and Brand Positioning Evolving to Meet Health-Conscious Consumer Preferences?

The rise of clean beauty and dermatologically vetted ingredients is heavily influencing product development in maternity personal care. Formulations are increasingly avoiding endocrine disruptors, parabens, phthalates, mineral oils, synthetic dyes, and artificial fragrances. Instead, brands are embracing plant-based actives like shea butter, calendula, chamomile, jojoba, and coconut-derived surfactants. Certifications such as EWG Verified, USDA Organic, COSMOS, and cruelty-free status have become vital trust signals for both online and retail shoppers.

Simultaneously, packaging design and brand narratives have shifted from clinical and functional to emotionally resonant and aesthetically refined. Influencer marketing, peer reviews, and testimonials on social media platforms play a substantial role in driving consumer decisions. DTC brands are gaining traction by offering personalized product bundles, subscription services, and educational content tailored to different pregnancy trimesters. Wellness-led positioning—integrating comfort, confidence, and body positivity—resonates particularly well with digitally native, values-driven consumers seeking authenticity and safety during a sensitive life stage.

Which Product Categories and Geographies Are Leading Market Demand Across Lifecycle Needs?

The fastest-growing categories within maternity and personal care include stretch mark prevention products, belly butters, postpartum healing kits, nipple care, perineal cleansers, and intimate moisturizers. Prenatal skincare kits, pH-balanced body washes, and scalp-sensitive haircare lines are increasingly being marketed specifically to expecting mothers. Postnatal care is witnessing growth in pain-relief sprays, cooling pads, sitz bath additives, and under-eye serums to address hormonal skin fluctuations and sleep deprivation effects. Organic deodorants, soothing bath milks, and mood-lifting oils also cater to the evolving lifestyle of modern mothers.

Regionally, North America and Western Europe dominate in terms of product diversity and brand proliferation, with high consumer education and disposable income levels. Asia-Pacific is witnessing rapid growth led by China, India, Japan, and South Korea, where urbanization, rising maternal health awareness, and dual-income households are fueling demand. In the Middle East and Africa, demand is being driven by expanding retail presence, digital penetration, and increasing focus on maternal health within national healthcare agendas. Cross-border e-commerce and localization of international brands are further accelerating category expansion in emerging markets.

What Is Driving Long-Term Growth in the Maternity and Personal Care Industry?

The growth in the maternity and personal care market is driven by demographic shifts, evolving gender norms, digital-native parenting behaviors, and increasing attention to wellness during and after pregnancy. The global rise in delayed motherhood, fertility treatments, and multiple pregnancies is creating more complex skincare and personal hygiene needs, which brands are responding to with multi-functional, trimester-specific solutions. Moreover, the shift toward natural childbirth, doula support, and holistic prenatal therapies is complementing demand for supportive self-care products.

Retail distribution channels are expanding through pharmacies, maternity boutiques, and baby product chains, while DTC and subscription models offer convenience and continuity. Product innovation is accelerating through collaborations with dermatologists, OB/GYNs, and midwives, ensuring clinical validation and cross-disciplinary relevance. Sustainability is another critical growth vector, with consumers seeking biodegradable wipes, refillable packaging, and zero-waste postpartum kits.

As maternal health gains policy attention and wellness becomes a central narrative in beauty and personal care, the maternity category is evolving from a short-term product range into a comprehensive, long-term lifestyle market. This expansion across physical, emotional, and ethical dimensions ensures its continued relevance and profitability in a fast-evolving personal care landscape.

SCOPE OF STUDY:

The report analyzes the Maternity and Personal Care market in terms of units by the following Segments, and Geographic Regions/Countries:

Segments:
Type (Skin Care, Hair Care, Oral Care, Cosmetics, Other Types); Maternal Apparel (Day Wear, Night Wear, Innerwears); Product Type (Stretch Marks Minimizer, Body Restructuring Gels, Itching Prevention Creams, Skin Toning Creams, Other Product Types); Distribution Channel (Supermarkets / Hypermarkets, Convenience Stores, Online, Other Distribution Channels); End-User (Male, Female, Children & Infants)

Geographic Regions/Countries:
World; United States; Canada; Japan; China; Europe (France; Germany; Italy; United Kingdom; Spain; Russia; and Rest of Europe); Asia-Pacific (Australia; India; South Korea; and Rest of Asia-Pacific); Latin America (Argentina; Brazil; Mexico; and Rest of Latin America); Middle East (Iran; Israel; Saudi Arabia; United Arab Emirates; and Rest of Middle East); and Africa.

Select Competitors (Total 42 Featured) -

• Abbott Laboratories
• Amoralia
• Clarins Group
• Destination Maternity Corporation
• Edgewell Personal Care
• Estée Lauder Companies
• Ferring Pharmaceuticals
• Isabella Oliver
• Johnson & Johnson
• Jubilant Ingrevia
• Kaya Limited
• Kimberly-Clark Corporation
• Lansinoh Laboratories
• L`Oréal Group
• Mama Mio U.S. Inc.
• Mankind Pharma
• Novena Maternity
• Procter & Gamble (P&G)
• Seraphine
• Unilever

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