Maternity & Personal Care Market – Global Industry Size, Share, Trends, Opportunity and Forecast, By Type (Skin Care, Hair Care, Maternity Clothing & Apparel, Others), By Sales Channel (Supermarkets/Hypermarkets, Convenience Stores, Pharmacies/Drugstores, Online, Others), By Region & Competition, 2020-2030F

Global Maternity & Personal Care Market was valued at USD 59.06 billion in 2024 and is expected to grow to USD 87.44 billion by 2030 with a CAGR of 6.80% during the forecast period. The global maternity and personal care market is witnessing steady growth, driven by increasing awareness of maternal health, wellness, and hygiene. Consumers are seeking safe, natural, and effective products tailored for pregnancy, postpartum care, and personal grooming. Rising disposable incomes, urbanization, and changing lifestyles are encouraging the adoption of premium and specialized solutions, including skincare, hair care, and personal hygiene products. Additionally, the growth of e-commerce and social media influence is enabling greater product accessibility and awareness. Innovations in product formulations, packaging, and convenience are further enhancing consumer engagement, making maternity and personal care an evolving and dynamic market segment worldwide.

Key Market Drivers

Rising Awareness of Maternal Health and Wellness

One of the most significant drivers of the maternity and personal care market is the increasing awareness of maternal health and wellness among women. Modern consumers are more informed about the physical, emotional, and hormonal changes that occur during pregnancy and postpartum periods. According to the World Health Organization (WHO), over 90% of women worldwide experience pregnancy-related health concerns, highlighting the need for specialized care. This awareness has created demand for products such as stretch mark creams, pregnancy-safe skincare, prenatal vitamins, and postpartum recovery aids. Healthcare professionals and wellness advocates contribute to this trend by emphasizing preventive care and safe product usage. Campaigns promoting mental well-being during and after pregnancy have encouraged the adoption of products supporting comfort, hygiene, and self-care. This heightened consciousness drives innovation and expansion across the maternity and personal care sector.

Growing Demand for Natural, Safe, and Chemical-Free Products

Consumers’ increasing preference for natural and safe products is a strong driver of growth in the maternity and personal care market. Women today are highly cautious about using chemical-laden products that may harm their skin or affect fetal health. According to the U.S. Food and Drug Administration (FDA), over 80% of pregnant women seek products labeled as safe for pregnancy, reflecting heightened safety awareness. This has led to a surge in demand for organic, plant-based, and dermatologically tested formulations. Ingredients such as aloe vera, shea butter, coconut oil, chamomile, and calendula are widely incorporated into products for pregnant and postpartum women. Brands focusing on transparency, eco-friendliness, and non-toxic ingredients have gained consumer trust, driving loyalty and repeated purchases. The desire for chemical-free options extends to personal hygiene items, further fueling market growth.

Influence of Urbanization, Rising Disposable Incomes, and Changing Lifestyles

Rapid urbanization, rising disposable incomes, and evolving lifestyles are pivotal factors boosting the maternity and personal care market. According to the United Nations Department of Economic and Social Affairs (UN DESA), over 56% of the global population lived in urban areas in 2024, increasing access to modern retail channels, professional salons, e-commerce platforms, and international brands, which encourages experimentation with premium and specialized products. Rising household incomes, as reported by the World Bank, have enabled families to invest in quality products enhancing maternal comfort, safety, and self-care during pregnancy and postpartum. Additionally, the increasing participation of women in the workforce approximately 48% of women globally are employed as of 2024 (ILO) has created demand for convenient, easy-to-use products. Affordability, accessibility, and convenience have driven the adoption of maternity skincare kits and at-home beauty solutions, supporting steady market growth.

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Key Market Challenges

Regulatory and Safety Compliance Challenges

One of the most critical challenges in the maternity and personal care market is navigating stringent regulatory requirements and ensuring product safety. Products targeted toward pregnant and postpartum women must meet strict guidelines imposed by health authorities in different countries. Regulatory bodies often require extensive testing for ingredients, packaging, and claims, which can significantly increase development time and costs. Any safety concerns or non-compliance can lead to product recalls, legal repercussions, and damage to brand reputation. Furthermore, differences in regulations across regions make it challenging for global brands to maintain uniform product offerings. Companies must invest in rigorous quality control and continuous monitoring of emerging guidelines to ensure compliance, which can be both resource-intensive and complex. This regulatory landscape can slow product launches and limit market expansion, posing a significant hurdle for new entrants and existing players alike.

High Competition and Market Saturation

The maternity and personal care market is highly competitive, with numerous domestic and international brands vying for consumer attention. Established brands compete with emerging niche players offering natural, organic, or personalized solutions. This intense competition often results in price wars, aggressive marketing strategies, and constant innovation pressures. In saturated segments such as skincare, hair care, and personal hygiene, differentiating products becomes increasingly difficult. Consumers are often presented with multiple options, leading to higher expectations for product efficacy, packaging, and brand ethics. Additionally, the growth of online retail has intensified competition, as smaller brands can quickly reach global audiences, challenging the dominance of established players. Maintaining brand loyalty while competing on price, quality, and innovation is a continual challenge for companies in this market.

Key Market Trends

Integration of Technology and Personalized Solutions

Technological advancements are shaping the maternity and personal care market, giving rise to personalized and tech-driven solutions. Companies are leveraging biotechnology, dermatological research, and digital tools to create products tailored to individual needs, such as skin type, hair texture, or pregnancy stage. Personalized subscription boxes, AI-powered skincare recommendations, and smart wellness devices are becoming more prevalent. These innovations allow consumers to receive targeted care, enhancing product efficacy and satisfaction. Mobile apps, virtual consultations, and online diagnostic tools are enabling mothers to make informed choices regarding prenatal and postnatal care. This trend toward personalization not only strengthens consumer engagement but also differentiates brands in an increasingly competitive market.

Emphasis on Convenience and Multifunctional Products

The maternity and personal care market is increasingly shaped by the emphasis on convenience and multifunctional products. Modern mothers, often balancing professional commitments, family responsibilities, and personal well-being, seek solutions that simplify their daily routines without compromising effectiveness. Products designed for ease of use, portability, and quick application have gained significant traction. Skincare kits, all-in-one hygiene solutions, and compact maternity essentials allow consumers to address multiple needs simultaneously, reducing time and effort while maintaining consistent care. This focus on convenience aligns with changing lifestyles and the growing preference for practical, efficient solutions that fit seamlessly into busy schedules.

Multifunctional products are also gaining popularity due to their ability to provide multiple benefits in a single formulation. For instance, creams that hydrate, soothe, and prevent stretch marks or wipes that clean, moisturize, and refresh appeal to consumers seeking comprehensive care. Such products enhance user experience, encourage repeat purchases, and foster brand loyalty. By combining efficacy with simplicity, these innovative offerings are becoming essential in modern maternity and personal care routines, reflecting broader consumer expectations for practical and versatile solutions.

Influence of Social Media and Beauty Communities

Social media and beauty communities are significantly influencing the maternity and personal care market by shaping consumer behavior and driving product adoption. Platforms like Instagram, TikTok, and YouTube provide interactive spaces where expectant and new mothers can access tutorials, product reviews, and demonstrations, helping them make informed choices. User-generated content, such as “before-and-after” experiences and personal recommendations, creates authentic engagement and builds trust among potential buyers. Influencers and wellness experts play a pivotal role in amplifying awareness, highlighting safe and effective products, and promoting new trends, which encourages consumers to try innovative solutions.

Additionally, these digital communities foster peer-to-peer support and knowledge sharing, addressing concerns related to maternity care, skincare, and personal hygiene. Brands leverage these platforms to launch targeted campaigns, engage directly with audiences, and respond to feedback in real time. This interactive approach not only increases visibility but also strengthens brand loyalty, accelerates adoption, and drives sustained growth in the market.

Segmental Insights

Type Insights

The skincare segment dominated the global maternity and personal care market due to the heightened focus on maintaining healthy, safe, and radiant skin during pregnancy and postpartum. Pregnant women often experience changes such as stretch marks, dryness, pigmentation, and sensitivity, driving demand for specialized creams, oils, lotions, and serums. Skincare products designed for maternity are formulated to be gentle, hypoallergenic, and free from harmful chemicals, aligning with safety concerns. Additionally, increasing awareness of self-care, premium product adoption, and the influence of social media tutorials and expert recommendations further reinforce skincare’s leading position, making it the most significant segment in the market.

Sales Channel Insights

Supermarkets/hypermarkets dominated the global maternity and personal care market as primary distribution channels due to their extensive reach, convenience, and wide product assortment. These retail formats offer one-stop shopping for skincare, hair care, personal hygiene, and maternity essentials, attracting both new and repeat customers. Competitive pricing, promotional offers, and brand visibility in these stores further drive consumer preference. Additionally, the organized retail environment ensures product availability, reliability, and trust, particularly in emerging markets where e-commerce penetration may be lower. The accessibility and shopping experience provided by supermarkets and hypermarkets make them the most significant channel for maternity and personal care products worldwide.

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Regional Insights

North America was the dominating region in the global maternity and personal care market, driven by high consumer awareness, strong purchasing power, and advanced healthcare infrastructure. Consumers in the region prioritize safe, premium, and natural products tailored for pregnancy and postpartum care. The presence of well-established brands, extensive retail networks, and robust e-commerce platforms further supports market penetration. Additionally, social media influence, expert recommendations, and wellness-focused marketing campaigns drive product adoption. Rising demand for personalized and technologically advanced solutions, combined with a culture of self-care and proactive maternal health management, reinforces North America’s leading position in the global maternity and personal care market

Recent Developments

• In 2025, SKN TO SKN, a new skincare brand, has launched with products specifically formulated for women trying to conceive, pregnant, breastfeeding, or postpartum. Developed in collaboration with dermatologists and women’s health GPs, the brand aims to provide safe and effective solutions for hormonally sensitive skin.

• In 2025, Yes Momma has launched to transform maternity shopping by offering a curated selection of comfortable, stylish, and functional clothing for expectant and new mothers. The brand aims to redefine the maternity shopping experience, providing a seamless and enjoyable journey for moms-to-be.

• In 2023, Rihanna's Savage X Fenty launched a maternity collection featuring bralettes and a graphic tee designed for comfort and style during pregnancy and postpartum. The line includes functional features like nursing clasps and adjustable straps.

Key Market Players

• Unilever plc,
• Amoralia
• Edgewell Personal Care Company
• Seraphine Limited
• Kaya Ltd
• Destination Maternity Corporation
• Johnson & Johnson Services, Inc.
• Mama Mio Inc.
• Jubiliant Ingrevea Limited
• Proctor & Gamble Company

Report Scope:

In this report, the Global Maternity & Personal Care Market has been segmented into the following categories, in addition to the industry trends which have also been detailed below:

•   Maternity & Personal Care Market, By Type:

o   Skin Care

o   Hair Care

o   Maternity Clothing & Apparel

o   Others

• Maternity & Personal Care Market, By Sales Channel:

o   Supermarkets/Hypermarkets

o   Convenience Stores

o   Pharmacies/Drugstores

o   Online

o   Others

• Maternity & Personal Care Market, By Region:

o   North America

§  United States

§  Canada

§  Mexico

o   Europe

§  France

§  United Kingdom

§  Italy

§  Germany

§  Spain

o   Asia-Pacific

§  China

§  Japan

§  India

§  South Korea

§  Indonesia

o   South America

§  Argentina

§  Colombia

§  Brazil

o   Middle East & Africa

§  South Africa

§  Saudi Arabia

§  UAE

§  Turkey

Competitive Landscape

Company Profiles: Detailed analysis of the major companies presents in the Global Maternity & Personal Care Market.

Available Customizations:

Global Maternity & Personal Care Market report with the given market data, TechSci Research offers customizations according to a company's specific needs. The following customization options are available for the report:

Company Information

• Detailed analysis and profiling of additional market players (up to five).