About Personal Care Products for Maternity Market In the US
The personal care products for maternity market is a sub-segment of the overall personal care market based on product use by a specific target audience. This sub-segment includes six product categories: skin care, hair care, oral hygiene, bath, sun care, and depilatory products.
BPC manufacturers focus on enhancing brand and brand recall to generate repeat purchases among consumers. In the maternity market, this is important as women who find a product safe for use during their pregnancy are likely to continue their use even after the birth of their babies. These customers are also more likely to prefer products of the same brand for their children. Brand loyalty, therefore, plays a significant role in market growth. Johnson & Johnson is a prime example of a vendor that offers skin care lines for both mothers and babies.
Technavio’s analysts forecast the personal care products for maternity market in the US to grow at a CAGR of 2.37% during the period 2016-2020.
Covered in this report
The report covers the present scenario and the growth prospects of the personal care products for maternity market in the US for 2016-2020. To calculate the market size, the report considers revenue generated from the retail sales of maternity personal care products, which include:
Technavio Announces the Publication of its Research Report – Personal Care Products for Maternity Market In the US 2016-2020
Technavio recognizes the following companies as the key players in the personal care products for maternity market in the US: Estée Lauder, Johnson & Johnson, L'Oréal, Procter & Gamble, and Unilever.
Other Prominent Vendors in the market are: Amway, Avon Products, Cadiveu Professional USA, Chatters Canada, Clarins Group, Combe, Conair, Coty, Edgewell Personal Care, Henkel, Kao, Markwins Beauty Products, Revlon, and Shiseido.
Commenting on the report, an analyst from Technavio’s team said: “One trend that is playing an important role in market growth is the rise in use of multifunctional products. Key players such as L’Oréal, Procter & Gamble, Unilever, Johnson & Johnson, Beiersdorf, Estée Lauder, Kao, Shiseido, and Henkel are providing personal care lines that offer multifunctional benefits. This strategy creates value proposition for consumers. For instance, L'Oréal's Paris Fall Repair 3x and Paris Total Repair 5 are products aimed to attract end-users by providing combined benefits such as repairing hair damage, breakage, and dry hair and promoting hair growth.”
According to the report, a key growth driver is changing lifestyles and shopping habits. A large number of women in the US continue to work into the late stages of their pregnancies. As personal grooming and appearance are important factors at most workplaces, pregnant women present significant opportunities for vendors in the market. Many women change their shopping habits in accordance with the demands posed by pregnancy and are willing to spend on products that ensure their own as well as the baby's wellbeing and comfort. With this in view, most manufacturers offer personal care lines with value propositions that meet the expectations of the consumers, including pregnancy wellness and fitness products and specialized skin care products.
Further, the report states that one challenge that could restrict market growth is the decreasing fertility rate. The primary reason for this decline is the growing preference among women to have children later in their lives, between the ages of 30 and 34 years, when they are relatively more secure financially.
Estée Lauder, Johnson & Johnson, L'Oréal, Procter & Gamble, Unilever, Amway, Avon Products, Cadiveu Professional USA, Chatters Canada, Clarins Group, Combe, Conair, Coty, Edgewell Personal Care, Henkel, Kao, Markwins Beauty Products, Revlon, Shiseido.
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