United States Maternity and Personal Care Market By Product Type (Skin Care, Hair Care, Baby Care, Health & Wellness, Personal Hygiene, Maternity Clothing and Apparel, Others), By Application (Pregnancy, Baby Care, General Wellness, Others), By Sales Channel (Supermarkets/Hypermarkets, Convenience Stores, Pharmacies/Drugstores, Online, Others), By Region, Competition Forecast & Opportunities, 2020-2030F

Market Overview

The United States Maternity and Personal Care Market was valued at USD 7.61 Billion in 2024 and is expected to reach USD 9.78 Billion by 2030 with a CAGR of 4.33% during the forecast period. 

The United States Maternity and Personal Care Market has experienced substantial growth, driven by increased awareness of self-care, a stronger focus on maternal health, and a growing preference for natural and organic products. Maternity and personal care products, including skincare, hygiene, and wellness solutions for expectant and new mothers, are essential for the health and well-being of both mothers and babies. As demand rises for safe, effective, and eco-friendly options, the market is adapting to meet the specific needs of this demographic. This report provides an in-depth analysis of key drivers, trends, challenges, segmentation, and forecasts, offering valuable insights into the market’s competitive landscape and growth opportunities.

Key Market Drivers

Rising Awareness of Maternal Health and Wellness

One of the key drivers of the United States maternity and personal care market is the increasing awareness around maternal health and wellness. As more women seek to prioritize their well-being during pregnancy, there has been a notable rise in the demand for specialized maternity products, such as prenatal vitamins, skincare solutions, and comfortable maternity wear. This growing awareness is partly driven by social media and online communities, where women share experiences and tips related to pregnancy and self-care. Additionally, the expansion of healthcare programs and educational campaigns focused on maternal health has contributed to this trend. Expecting mothers are now more conscious of the impact that proper self-care has on both their own health and the health of their baby. This has led to a rise in demand for organic and chemical-free products, such as lotions, oils, and shampoos that cater specifically to the needs of pregnant women. As a result, retailers and manufacturers have expanded their offerings to include a variety of safe, high-quality products that help mothers maintain healthy skin, reduce discomfort, and manage the physical changes that come with pregnancy. The growing focus on wellness and self-care during pregnancy has significantly expanded the market, resulting in a larger range of products designed to support maternal health.

Increased Disposable Income and Changing Consumer Preferences

Another major driver of the maternity and personal care market is the increase in disposable income among consumers. As the economic situation improves, more families are able to allocate higher budgets toward maternity and personal care products. This has allowed consumers to opt for premium and specialized products, which they may not have considered in the past due to financial constraints. The increase in disposable income also correlates with changing consumer preferences, as expectant mothers and families are increasingly willing to invest in high-quality, luxury, and natural products that support their health and comfort during pregnancy. Products such as high-end maternity wear, specialized skincare, and organic baby products are gaining popularity as consumers are willing to pay a premium for better quality and safety. Furthermore, the trend toward personalization in the market is also evident, with many brands offering tailored maternity care solutions, such as customized skincare regimens and subscription-based wellness packages. With higher disposable incomes, consumers can afford to shop at specialty stores and online platforms offering exclusive and niche maternity products, which were once considered luxury. This has contributed to the market's growth, as more women and families seek out products that not only meet their functional needs but also align with their lifestyle preferences.

Growing Popularity of E-Commerce and Online Retail

The growing popularity of e-commerce and online retail platforms has significantly driven the growth of the United States maternity and personal care market. With the convenience of online shopping, expectant mothers are increasingly turning to digital platforms to purchase a wide variety of maternity products, from personal care items like skincare and supplements to maternity wear and baby care products. E-commerce allows consumers to easily compare prices, read product reviews, and access a broader range of products than what might be available in traditional brick-and-mortar stores. Furthermore, the ability to shop from home, especially during the COVID-19 pandemic, has made online retail an even more attractive option. Many e-commerce platforms also offer subscription services, making it easier for consumers to receive regular deliveries of maternity essentials like vitamins, hygiene products, and baby items. The growth of social media and influencer marketing has also contributed to this trend, with many brands leveraging online platforms to target new customers. This digital shift has prompted traditional retailers to enhance their online presence, ensuring that consumers can access the maternity and personal care products they need with greater ease. 

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Key Market Challenges

Regulatory Challenges and Safety Concerns

One of the major challenges faced by the United States maternity and personal care market is the stringent regulations and safety concerns surrounding products designed for pregnant women. As maternal health is of utmost importance, products marketed for expectant mothers must comply with strict safety standards to ensure they do not pose any risk to the health of the mother or baby. However, the lack of uniform regulation for some products, such as skincare and wellness supplements, can create confusion among consumers. Many personal care products contain ingredients that may be harmful during pregnancy, but it is not always clear to consumers which ingredients are safe or risky. The challenge for manufacturers is to navigate these complex regulatory environments and ensure their products meet safety requirements while also maintaining high-quality standards. Furthermore, the growing demand for organic and natural products has increased scrutiny of ingredients, leading to additional pressure on companies to prove their claims. This can be particularly challenging for small businesses or startups that do not have the resources to conduct extensive testing and regulatory compliance procedures.

Competition and Market Saturation

The United States maternity and personal care market is becoming increasingly competitive, with both established brands and new entrants vying for consumer attention. The market is saturated with a wide variety of products catering to the needs of expecting mothers, from skincare and supplements to maternity wear and baby products. This high level of competition makes it difficult for new companies to stand out and gain market share, especially when many consumers tend to stick with trusted, well-known brands. Additionally, with an increasing number of brands offering similar products, price sensitivity becomes a significant issue, as many consumers seek affordable alternatives without sacrificing quality. For established companies, this heightened competition means they must continually innovate and differentiate themselves through product offerings, branding, and customer engagement strategies. The rise of e-commerce and social media marketing has intensified this competition, as smaller, niche brands can now directly reach their target audience without relying on traditional retail channels. To overcome this challenge, companies need to invest in building strong brand identities, offering unique product features, and maintaining effective customer loyalty programs.

Key Market Trends

Shift Toward Natural and Organic Products

A significant trend in the United States maternity and personal care market is the increasing demand for natural and organic products. Expecting mothers are becoming more conscious of the ingredients in the products they use, especially those applied to their skin or ingested. This heightened awareness is primarily driven by concerns over the potential harmful effects of synthetic chemicals, parabens, phthalates, and other additives often found in traditional maternity and personal care products. As a result, many consumers are gravitating toward products that are free from artificial fragrances, colors, and preservatives. Brands offering organic skincare, natural supplements, and eco-friendly packaging are seeing a rise in popularity. Additionally, the growing trend of sustainability and environmentally conscious consumerism is driving the demand for eco-friendly alternatives. Natural and organic products not only appeal to the health-conscious but also cater to those looking to minimize their environmental impact. This trend has prompted many established and new brands to reformulate their products to align with consumer preferences for clean, safe, and sustainable ingredients.

Expansion of E-Commerce and Online Shopping

The continued growth of e-commerce is one of the most impactful trends in the United States maternity and personal care market. Online shopping provides significant convenience for expectant mothers, especially as many of them are balancing pregnancy-related physical changes with busy lifestyles. E-commerce allows consumers to browse a wide range of maternity and personal care products, from maternity wear to skincare solutions, from the comfort of their homes. Additionally, online shopping platforms enable easy price comparisons, access to product reviews, and delivery services, which enhance the overall shopping experience. The COVID-19 pandemic accelerated the shift toward online shopping, and it remains a significant trend as consumers increasingly prefer digital retail over in-store visits. Many brands are now focusing on enhancing their online presence, offering personalized shopping experiences through websites, mobile apps, and social media platforms. Subscription models for maternity essentials, such as prenatal vitamins or baby care products, have also gained traction, making it easier for mothers to get regular deliveries of the products they need.

Personalization and Customization

Personalization and customization have become increasingly prominent trends in the United States maternity and personal care market. Expectant mothers are now looking for products tailored to their specific needs, whether it’s personalized skincare regimens or customized maternity wear that accommodates their growing bodies. This trend is driven by the desire for more individual attention and products that align with their unique preferences and concerns. Brands are responding by offering bespoke services, such as skincare products formulated for specific skin types or issues related to pregnancy, such as stretch marks or hormonal breakouts. Additionally, maternity wear brands are providing customizable options that allow women to choose styles, fabrics, and fits that are comfortable and practical for their personal lifestyle. Subscription services are also tapping into this trend, allowing consumers to receive products tailored to their individual needs and preferences, such as monthly deliveries of pregnancy-safe skincare or wellness products.   

Segmental Insights

Product Type Insights

In the United States maternity and personal care market, skin care products have become the dominant segment, driven by the growing awareness of the importance of maintaining healthy and nourished skin during pregnancy. Expecting mothers are particularly focused on skincare solutions that address common pregnancy-related skin concerns such as stretch marks, dryness, and hormonal acne. As the skin undergoes various changes due to hormonal fluctuations, products designed to help soothe, hydrate, and protect the skin have gained significant popularity. The demand for safe, non-toxic, and gentle skincare products is rising, with many women opting for natural, organic, and hypoallergenic formulas to avoid potential harmful chemicals. Maternity skincare products such as stretch mark creams, moisturizers, and body oils have seen a surge in sales, as they promise to improve skin elasticity and prevent the formation of stretch marks. Additionally, products that help with pigmentation issues, like dark spots or the "mask of pregnancy," are also in high demand. The rise in clean beauty trends and increased education on maternal health has further propelled this market segment. Consumers are increasingly aware of the ingredients in the products they use, prioritizing those that are safe for both themselves and their babies. As a result, skincare continues to be the leading category in the U.S. maternity and personal care market, showing strong growth potential in the years ahead. 

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Regional Insights

The South region has emerged as the dominant segment in the United States maternity and personal care market, driven by a combination of demographic trends, cultural preferences, and growing awareness of maternal health. The South boasts a large and diverse population, with a significant number of pregnant women who are increasingly seeking products to support their well-being during pregnancy. Additionally, this region has witnessed a rise in disposable income levels, allowing more families to invest in quality maternity and personal care products. Cultural factors also play a key role, as many consumers in the South place a strong emphasis on family and personal care, contributing to higher demand for products like maternity skincare, baby care, and health & wellness items. The growing popularity of organic and natural products is also evident in this region, with expectant mothers seeking safer, chemical-free options for both themselves and their babies. Retailers in the South have capitalized on this demand by expanding their product offerings and improving access to maternity and personal care items, especially through online shopping platforms and local stores. As a result, the South region is leading the way in market growth, with an increasing number of women turning to specialized products to enhance their pregnancy experience and maintain overall health.  

Recent Developments

• In 2025, Yes Momma, an e-commerce platform founded by a Gen Z entrepreneur, has launched with the aim of transforming the maternity shopping experience. The platform offers curated products and compassionate care tailored for expecting and postpartum mothers, emphasizing a holistic approach to maternal well-being. Yes Momma is committed to providing a supportive community and resources, addressing the unique needs of mothers during this significant life stage. 
• In 2023, Rihanna has launched a maternity line under her Savage X Fenty brand, aiming to provide stylish and functional clothing for expecting and new mothers. The collection includes three bralette styles and an oversized graphic tee, all designed by Rihanna to offer comfort and confidence during motherhood. Sizes range from XXS to 4X, with prices between USD35 and USD60. The line features practical elements like one-hand functionality, nursing clasps, and adjustable straps to facilitate breastfeeding. 
• Destination Maternity has launched its Spring/Summer 2023 collection exclusively at Walmart, offering stylish and affordable maternity wear for expecting and new mothers. This collection includes a wide range of apparel, from everyday essentials to special occasion outfits. With the convenience of shopping at Walmart, the new collection aims to provide mothers with both comfort and fashion during pregnancy. The partnership reflects a growing trend of accessible, budget-friendly maternity wear. The new line emphasizes ease and style, catering to the needs of modern mothers while maintaining affordability and convenience.

Key Market Players

• Unilever PLC
• Amoralia
• Edgewell Personal Care
• Seraphine
• Kaya Ltd
• Destination Maternity Corporation
• Johnson & Johnson
• Mama Mio Inc.
• Jubiliant Ingrevea
• The Proctor & Gamble Company

Report Scope:

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

• United States Maternity and Personal Care Market, By Product Type:

o   Skin Care

o   Hair Care

o   Baby Care

o   Health & Wellness

o   Personal Hygiene

o   Maternity Clothing and Apparel

o   Others

• United States Maternity and Personal Care Market, By Application:

o   Pregnancy

o   Baby Care

o   General Wellness

o   Others

• United States Maternity and Personal Care Market, By Sales Channel:

o   Supermarkets/Hypermarkets

o   Convenience Stores

o   Pharmacies/Drugstores

o   Online

o   Others

• United States Maternity and Personal Care Market, By Region:

o   South

o   West

o   Midwest

o   Northeast

Competitive Landscape

Company Profiles: Detailed analysis of the major companies presents in the United States Maternity and Personal Care Market.

Available Customizations:

United States Maternity and 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).