Postnatal Health Supplements Market

2021 Analysis and Review: Postnatal Health Supplements Market by Product Type – Folic Acid, Iron, Calcium, and Essential Fatty Acids for 2021 - 2031

About the Report

For the couple of weeks post birth, approximately 80% of new mothers experience baby-blues. According to a FMI analysis, one in every eight American women suffers from postpartum depression. Omega-3 fatty acids have been linked to a reduction in depressive symptoms in the postpartum period. Similar studies have confirmed the value of EPA and DHA (two forms of omega-3) in pregnancy, not only for the growth of the baby, but also to avoid postpartum depression.

Vitamin D deficiency, can also play a role in postpartum mood disorders. Researchers discovered that consumption of relevant supplements on a regular basis can help prevent postpartum depression. Low levels of zinc, folate, B12 and selenium have also been linked to perinatal depression in some studies, driving the consumption of the prescribed dosages of postnatal health supplements.

In its new study, ESOMAR-certified market research and consulting firm Future Market Insights (FMI) offers details about key factors driving demand for postnatal health supplements. The report tracks the global sales of postnatal health supplements in 20+ high-growth markets, along with analyzing the impact COVID-19 has had on the dietary supplements industry in general, and postnatal health supplements in particular.

How Does Historical Data for Postnatal Health Supplements Compare to Future Outlook?

Malnutrition is a rising human health problem all over the world. Extreme malnutrition cases in nursing homes, clinics, and people with sedentary lifestyles around the world often go untreated and undetected due to the lack of screening devices and facilities. Just about half of the patients who have been reported as malnourished receive adequate medical attention. Malnutrition in its more evident manifestations affects at least one in every three children under the age of five around the world.

Globally, at least one in every two children under the age of five suffers from secret hunger due to vitamin and other nutrient deficiencies. This burden of malnutrition – undernutrition, secret hunger, and obesity – has a negative impact on health and growth parameters, even more so among new mothers.

Malnutrition results in inactivity, apathy, diminished immune response, reduced muscle strength, fatigue and impaired wound healing, self-neglect, and as a result, anxiety, all of which contribute to a poor quality of life. As a result, successful nutritional care prep has become a vital factor in the fight against malnutrition, and such nutritional supplements are now widely available in global market. According to FMI’s analysis, postnatal health supplements sales have grown at 5.5% CAGR between 2016 and 2020.

E-commerce distribution channels continue to gain traction as the number of customers using smart phones to order groceries and other food products continues to rise globally. In the U.S., rapid digitalization has resulted in a high level of e-commerce penetration. Online transactions through e-commerce have put a lot of pressure on the industry while also allowing it to expand in a different direction with improved sales platforms. Traditional retail models are still being used for sales, so any company or individual from anywhere in the world can purchase postnatal supplements from suppliers through e-commerce websites. e-commerce websites provide customers with a wide variety of products and options in terms of price, quantity, and mode of transportation.

Convenience coupled with easy payment and access options for free home delivery, online purchases, and swap or return policies are also expected to boost growth to a large extent. Several e-commerce companies compete in the region by launching their own food labels in order to extend their business. E-commerce sales of postnatal supplements are expected to gain momentum quickly in the coming years, driving demand growth over the forecast period. Consequently, FMI expects the global postnatal health supplements market to grow with a CAGR of 7.0% over the forecast period 2021-2031.

How is the Women Consumer Demographic Influencing Market Growth?

The expansion of the working population of pregnant women and new mothers coupled with their rising incomes have become one of the major drivers of the postnatal health supplements market growth. A higher income has led to consumers spending more on nutritional products, resulting in the increasing demand for postnatal health supplements.

According to the International Labor Organization, women accounted for more than 48% of the global workforce in 2018. Urbanization has also led to consumers becoming more aware about nutrition boosting products that are available in the market and has resulted in them being willing to pay a higher price for such products. This has created huge opportunity for players to come up with various products.

Is Increasing Healthcare Expenditure Contributing to Demand?

The healthcare system has undergone significant transformations since its inception a few decades ago. As the healthcare and hospital industries become more cost-prohibitive, preventive, rather than curative healthcare has become the favored choice in most developed countries, including the U.S.

New mothers and expecting mothers are becoming more conscious of the dangers and diseases that they or their children may face as a result of poor nutrition. Consumers are choosing maternity health supplements as a way to protect themselves and their babies from complications and diseases, causing the market to expand. Pharma sales worldwide totaled 1.25 trillion U.S. dollars in 2019, indicating that the industry has grown significantly over the last two decades.

Are Organic Ingredients in Postnatal Health Supplements Aiding Market Growth?

Modern consumers are increasingly aware about the ingredients that are being used in health supplements they are consuming, especially in terms of maternity products. Hence, manufactures are coming up with products with large concentrations of organic content while avoiding genetically modified ingredients, which will boost the demand for postnatal health supplements with the inclination of consumers towards organic ingredients.

For instance, The Honest Company's postnatal product contains a special combination of organic ingredients that promote breast milk production and a safe milk supply. Organic fennel, organic fenugreek, organic shatavari, organic marshmallow and organic milk thistle are incorporated in these capsules.

Are Clean Label Products Gaining Traction in the Global Market?

Clean-label involves simplifying the ingredient list and eliminating ingredients that aren't readily recognized or desired by customers for food and pharmaceutical manufacturers. Nutritional and wellness statements are used as a way of promoting food's beneficial qualities. Consumer buying patterns are influenced by manufacturer claims such as organic, gluten-free, fat-free, Kosher and non-GMO as consumers are focused on value-based purchasing.

The Truthful Business, for instance, insists that its postnatal goods are organic and non-GMO. Actifs Organic Postnatal Multivitamin Tablet is composed of 100% natural ingredients, and the vegan vitamins are free of GMOs, gluten, and BPA.

What are the Key Challenges in the Market Limiting Growth?

The development of drugs for the nutritional market needs huge investments for the R&D department as well as manufacturing facilities, which need a finance backup. The changing regulations for manufacturing practices have also increased investment costs for manufacturers. The cost of product development has risen that ultimately results into high prices of postnatal health supplement, which will affect growth of the market.

Country-wise Insights

How Big is the Market for Postnatal Health Supplements in the U.S.?

According to FMI, the North America postnatal health supplements market is expected to grow significantly in value over the forecast period, with a market share of 33.6% in 2021. In 2021, the U.S. will hold 87.1% of this market. Several women in the U.S. experience health problems after and during pregnancy. In fact, the rate of maternal deaths in the U.S. increased by approximately 28% between 2000 and 2015. Each year, nearly 710 women die as a result of childbirth or pregnancy complications.

According to the WHO, more than 50,000 women in the U.S. experienced severe birth defects in 2015. Finally, the risk of childbirth related death is three to four times higher in black women than in white women. To help prevent complications after and during pregnancy, it is critical for women to take action to manage their health, which includes eating the proper amount of proteins, minerals, vitamins, and other nutrients. This will eventually increase demand for postnatal health supplements in the country.

How is Germany Dominating in the European Postnatal Health Supplements Market?

With a market share of 19.8% in 2021, Germany remains one of the most profitable markets in the Europe postnatal health supplements market. Manufacturers in Germany are focusing on innovation and new product development to satisfy the emerging demand from the consumer. Innovation has become a cornerstone of the ecosystem and has become the primary resource for handling operations and the flow of information and expertise in European countries.

The idea of test markets, which is being taken up by many manufacturers in the country, is a key opportunity in terms of product testing, benefiting from data and sales. This experiment will carry out the improvisations in the package, the amount, and even the distribution channel. Such technological advances brought by evolving economies have increased competitiveness in the industry coupled with market penetration.

Is China a Lucrative Country for the East Asian Postnatal Health Supplements Market?

With a market share of 56.0% in 2021, China remains one of the most lucrative markets in the East Asia postnatal health supplements market. In China, many products with a clean label have been launched in recent years.

The relaxation of the one child policy and incentives for an increased birth rate are key factors supporting growth in the industry. With the vast working population of the country China will remain an essential regional market for the foreseeable future.

How Big is the Opportunity in the Brazil Postnatal Health Supplements market?

FMI has projected the Brazil postnatal health supplements market to gain significant value share over the forecast period with the market share of 28.9% in 2021 for Latin America market.

The rising concern for perceptual well-being is a major driving force in the Latin America postnatal health supplement market. With lactation and pregnancy, nutrient requirements continue to rise, particularly for micronutrients like iron, folate, copper, and iodine. Dietitians and clinicians routinely recommend or prescribe postnatal and prenatal supplements to prevent nutrient deficiencies. Growth prospects are likely to remain positive.

Is India a lucrative Country for Postnatal Health Supplements in South Asia?

FMI has projected the Indian postnatal health supplements market to gain significant value share over the forecast period with the market share of 53.1% in 2021 for the South Asia market. Specialty stores have emerged as a new format for operations as a result of the rise of modern retail formats. These specialty stores provide customers with easy access to items during their shopping activities, as well as the option of comparing and choosing different products.

Furthermore, today's retail format provides consumers with a diverse range of products through comprehensive catalogues that include international brands in India. In addition to other lucrative offerings, this improved supermarket format offers branded postnatal health supplements at very affordable prices.

Category- Wise Insights

Which Postnatal Health Supplement Products are Key to Revenue Generation?

While Postnatal health supplements are developed to provide nutrients such as folic acid, iron, calcium, and essential fatty acids, the protein and amino acid supplements account for 37.1% of global postnatal health supplements market in 2021.

The segment is also expected to witness a lucrative CAGR of 11.3% over the forecast period. The importance of protein and amino acid supplements gives the body nutrients which helps new mothers with muscle and tissue growth and repair.

Which Form of Postnatal Health Supplements Holds Maximum Market Share?

Capsule segment holds a maximum market share of 40.3% in 2021, but soft gels/pills segment is expected to grow at a CAGR 11.1%. Liquids and powder variants are projected to display moderate growth.

The rapid increase in the consumption of soft gels and pills can be attributed to increased application of soft gels/pills postnatal health supplements in weight management, bone and joint health application across the world.

Why are Postnatal Health Supplements in Online Retailing Gaining More Traction?

On the basis of distribution channel, drug store-based retailing segment holds 76.0% of market share in 2021, ahead of supermarkets and hospital pharmacies, but online retailing segment is expected to witness lucrative CAGR of 11.0%. Another factor driving the postnatal health supplements market is the expansion of the E-commerce sector.

The availability of information through electronic media has created a new avenue for the expanding market of postnatal health supplements. It gives users access to a diverse range of products on a single platform. A product can be easily delivered to customers with the help of e-commerce.

Which Application of Postnatal Health Supplements Accounted for Maximum Share Globally?

The general well-being and lactation support accounted for significant share of 61.7% of the global postnatal health supplements market, which is also expected to witness a lucrative growth rate of 11.1% during the forecast period.

General well-being and lactation support prevent the complications during the time of pregnancy, owing to this general well-being and lactation support accounted for maximum share of the global postnatal health supplements market.

Competitive Landscape

Companies are focusing on promotional and advertising strategies to create awareness among the woman and in order to create a strong consumer base for their company. Church & Dwight Co. Inc. a major postnatal health supplements manufacturer, not only sells postnatal health supplements, but also offers high-value-added services to its customers.

Established brands are focusing more on new product development to expand their product portfolios.

For instance: In 2020, MegaFood, a leading manufacturer of premium supplements that combine minerals and vitamins with real food, launched two new Baby & Me 2 products, including Postnatal Multi and Prenatal DHA & Choline.

In March 2021, GoBiotix launched new pre and postnatal multivitamin products for mother and child requirements, including vitamins such asE, C, A, D2, B6, K, B12, and Iodine, which also helps in enhancing breast milk.

In October 2020, Arcadia Consumer Healthcare Inc. announced the acquisition of Naturelo of vitamin and mineral supplements. The expansion will help Arcadia to expand into the pre and postnatal products market.

Some of the leading companies in the postnatal health supplements market are:

  • Church & Dwight Co. Inc.,
  • The Honest Company Inc,
  • DuPont De Nemours Inc.,
  • New Chapter Inc,
  • Nordic Naturals Inc.
  • Pharmavite LLC
  • Actif USA
  • Eu Natural
  • Naturelo Premium Supplements LLC
  • Theralogix – Nutritional Science
  • Pure Essence Labs
  • Fairhaven Health – Milkies
  • Pink Stork
  • Vitabiotics Ltd.
  • Others

*The list is not exhaustive, and only for representational purposes. Full competitive intelligence with SWOT analysis available in the report.

Scope of the Postnatal Health Supplements Report



Forecast Period


Historical Data Available for


Postnatal Health Supplements Market Analysis

USD Million for value and MT for Volume

Key Regions Covered

North America, Latin America, Europe, East Asia, South Asia, Oceania Middle East & Africa

Key Countries Covered

US, Canada, Mexico, Brazil, Peru, Chile, Rest of Latin America, Poland, Germany, Italy ,Spain, France, U.K., BENELUX, Nordic, Russia, Rest of Europe, China, Japan, South Korea, Indonesia, Malaysia, Singapore, India, Taiwan, Thailand, Rest of South Asia,, Australia, New Zealand, GCC Countries, Turkey, South Africa, Rest Of MEA,

Key Segments Covered

By Nature, Form, Distribution Channel, Application and Region

Key Companies Profiled

  • Church & Dwight Co. Inc.,
  • The Honest Company Inc,
  • DuPont De Nemours Inc.,
  • New Chapter Inc,
  • Nordic Naturals Inc.
  • Pharmavite LLC
  • Actif USA
  • Eu Natural
  • Naturelo Premium Supplements LLC
  • Theralogix – Nutritional Science
  • Pure Essence Labs
  • Fairhaven Health – Milkies
  • Pink Stork
  • Vitabiotics Ltd.

Report Coverage

Postnatal health supplements Market Forecast, brand share analysis, competition intelligence, DROT analysis, Postnatal health supplements Dynamics and Challenges, Strategic Growth Initiatives

Customization & Pricing

Available upon Request

Key Questions Answered in the Report

  • Which is the most lucrative market for postnatal health supplements?

    North America has the largest market share, accounting for 33.6% of the total global postnatal health supplements market. Many women in the U.S. suffer health complication after and during the pregnancy, which triggers the growth postnatal health supplements market in the North America.

  • Which ingredient of postnatal health supplements is generating the most sales?

    Protein and amino acid supplements of postnatal health supplements accounted for US$ 183.3 Mn market value in 2021 and expected to grow at a CAGR of 8.0% during the forecasted period. Increased awareness and importance of protein and amino acid supplements among the pregnant women, driving the growth postnatal health supplements market

  • Which are some of the leading companies offering postnatal health supplements market?

    Some of the leading companies offering postnatal health supplements are Church & Dwight Co. Inc., Pharmavite LLC, New Chapter Inc., The Honest Company Inc., Vitabiotics Ltd. and many others.

  • Which form of the postnatal health supplements is generating the most sales?

    The capsule are the most sales generating form of the postnatal health supplements with an value of US$ 199.0 Mn in 2021 and expected to reach a value of US$ 372.9 Mn in 2031 with a lucrative CAGR of 6.5%. Due to convenience in transportation, capsule segment is accounted for maximum share of the global postnatal health supplements market.

Enquiry before Buying

  • Is this research conducted by Future Market Insights?

    Yes, the research has been conducted by expert analysts of Future Market Insights through a combination of primary research and secondary research. To know more about how the research was conducted, you can speak to our research analyst

  • What research methodology is followed by FMI?

    FMI follows a methodology that encompasses demand side assessment of the market, and triangulates the same through supply side analysis. This methodology is based on use of standard market structure, methods and definitions. Request detailed methodology

  • Who are the respondents for primary research?

    FMI speaks to stakeholders across the spectrum, including C-level executives, distributors, product manufacturers, industry experts. For a full list of primary respondents, please reach out to us.

  • What are the sources of secondary research?

    FMI conducts extensive secondary research through proprietary databases, paid databases, and information available in the public domain. We refer to industry associations, company press releases, annual reports, investor presentations, and research papers. More information about desk research is available upon request.

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Postnatal health supplements Market by Category


  • Vitamins & Minerals Supplements
  • Herbal Supplements
    • Ayurvedic Extracts
    • Algal Extracts
    • Phyto-Chemicals
  • Protein and Amino Acid Supplements
  • Prebiotic Supplements
  • Probiotic Supplements


  • Soft Gels/Pills
    • Confectionery Products
      • Gummies
      • Chews
      • Others (Lollipops, Hard Boiled Candies)
    • Pharmaceutical Products
      • Chewable Pills
      • Gel Caps
  • Tablet
  • Capsule
  • Liquid

Distribution Channel

  • Store Based Retailing
    • Hypermarkets/Supermarkets
    • Convenience Stores
    • Drug Stores and Pharmacies
    • Health & Wellness Stores
    • Other Retailers
  • Online Retailing


  • General Well-being and Lactation Support
  • Weight Management
  • Immune & Digestive Health
  • Bone and Joint Health
  • Heart Health
  • Eye Health
  • Other Indications


  • North America
  • Latin America
  • Europe
  • East Asia
  • South Asia
  • Middle East and Africa (MEA)
  • Oceania

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Postnatal Health Supplements Market