The global market for Maternity and Personal Care was estimated at US$66.5 Billion in 2024 and is projected to reach US$90.1 Billion by 2030, growing at a CAGR of 5.2% from 2024 to 2030. This comprehensive report provides an in-depth analysis of market trends, drivers, and forecasts, helping you make informed business decisions. The report includes the most recent global tariff developments and how they impact the Maternity and Personal Care market.
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.
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.
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.
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.
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.
Key Insights:
- Market Growth: Understand the significant growth trajectory of the Skin Care segment, which is expected to reach US$28.2 Billion by 2030 with a CAGR of a 4.1%. The Hair Care segment is also set to grow at 6.5% CAGR over the analysis period.
- Regional Analysis: Gain insights into the U.S. market, valued at $18.1 Billion in 2024, and China, forecasted to grow at an impressive 8.0% CAGR to reach $17.7 Billion by 2030. Discover growth trends in other key regions, including Japan, Canada, Germany, and the Asia-Pacific.
Why You Should Buy This Report:
- Detailed Market Analysis: Access a thorough analysis of the Global Maternity and Personal Care Market, covering all major geographic regions and market segments.
- Competitive Insights: Get an overview of the competitive landscape, including the market presence of major players across different geographies.
- Future Trends and Drivers: Understand the key trends and drivers shaping the future of the Global Maternity and Personal Care Market.
- Actionable Insights: Benefit from actionable insights that can help you identify new revenue opportunities and make strategic business decisions.
Key Questions Answered:
- How is the Global Maternity and Personal Care Market expected to evolve by 2030?
- What are the main drivers and restraints affecting the market?
- Which market segments will grow the most over the forecast period?
- How will market shares for different regions and segments change by 2030?
- Who are the leading players in the market, and what are their prospects?
Report Features:
- Comprehensive Market Data: Independent analysis of annual sales and market forecasts in US$ Million from 2024 to 2030.
- In-Depth Regional Analysis: Detailed insights into key markets, including the U.S., China, Japan, Canada, Europe, Asia-Pacific, Latin America, Middle East, and Africa.
- Company Profiles: Coverage of players such as Abbott Laboratories, Amoralia, Clarins Group, Destination Maternity Corporation, and more.
- Complimentary Updates: Receive free report updates for one year to keep you informed of the latest market developments.
Some of the 42 companies featured in this Maternity and Personal Care market report include:
- 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
This edition integrates the latest global trade and economic shifts as of June 2025 into comprehensive market analysis. Key updates include:
- Tariff and Trade Impact: Insights into global tariff negotiations across 180+ countries, with analysis of supply chain turbulence, sourcing disruptions, and geographic realignment. Special focus on 2025 as a pivotal year for trade tensions, including updated perspectives on the Trump-era tariffs.
- Adjusted Forecasts and Analytics: Revised global and regional market forecasts through 2030, incorporating tariff effects, economic uncertainty, and structural changes in globalization. Includes segmentation by product, technology, type, material, distribution channel, application, and end-use, with historical analysis since 2015.
- Strategic Market Dynamics: Evaluation of revised market prospects, regional outlooks, and key economic indicators such as population and urbanization trends.
- Innovation & Technology Trends: Latest developments in product and process innovation, emerging technologies, and key industry drivers shaping the competitive landscape.
- Competitive Intelligence: Updated global market share estimates for 2025, competitive positioning of major players (Strong/Active/Niche/Trivial), and refined focus on leading global brands and core players.
- Expert Insight & Commentary: Strategic analysis from economists, trade experts, and domain specialists to contextualize market shifts and identify emerging opportunities.
- Complimentary Update: Buyers receive a free July 2025 update with finalized tariff impacts, new trade agreement effects, revised projections, and expanded country-level coverage.
Table of Contents
I. METHODOLOGYII. EXECUTIVE SUMMARY2. FOCUS ON SELECT PLAYERSIII. MARKET ANALYSISCANADAITALYSPAINRUSSIAREST OF EUROPESOUTH KOREAREST OF ASIA-PACIFICARGENTINABRAZILMEXICOREST OF LATIN AMERICAIRANISRAELSAUDI ARABIAUNITED ARAB EMIRATESREST OF MIDDLE EAST
1. MARKET OVERVIEW
3. MARKET TRENDS & DRIVERS
4. GLOBAL MARKET PERSPECTIVE
UNITED STATES
JAPAN
CHINA
EUROPE
FRANCE
GERMANY
UNITED KINGDOM
ASIA-PACIFIC
AUSTRALIA
INDIA
LATIN AMERICA
MIDDLE EAST
AFRICA
Companies Mentioned (Partial List)
A selection of companies mentioned in this report includes, but is not limited to:
- 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
Table Information
| Report Attribute | Details |
|---|---|
| No. of Pages | 582 |
| Published | June 2025 |
| Forecast Period | 2024 - 2030 |
| Estimated Market Value ( USD | $ 66.5 Billion |
| Forecasted Market Value ( USD | $ 90.1 Billion |
| Compound Annual Growth Rate | 5.2% |
| Regions Covered | Global |
