Middle East and Africa Smart Labels Market Outlook, 2030

The maternal health market in the Middle East and Africa is undergoing significant growth driven by changing demographics, rapid urbanization, and increasing healthcare demands. In the Middle East, countries such as Saudi Arabia, the UAE, and Qatar are witnessing swift urban expansion that has improved access to quality maternal healthcare services, particularly in urban centers. However, rural areas still face challenges related to limited healthcare infrastructure. Similarly, in Africa, especially in Sub-Saharan regions, rapid rural-to-urban migration is reshaping maternal health dynamics. While urban areas often offer better healthcare facilities, the pace of urbanization sometimes outstrips infrastructure development, creating gaps in care availability. The demand for maternal health services in these regions is rising due to factors such as population growth, heightened awareness of maternal health issues, and government-led health initiatives. In the Middle East, the maternal health market was valued at around USD 10.11 billion in 2022 and is expected to grow steadily, supported by increasing high-risk pregnancies, technological advancements, and expanded prenatal and postnatal care. In Africa, despite progress, the market faces challenges including inadequate rural healthcare infrastructure and socio-cultural barriers that impact service utilization. Marketing and promotion strategies have evolved accordingly, with digital platforms playing a crucial role in reaching expectant mothers and families. In the Middle East, growing middle-class populations and rising disposable incomes have fueled demand for private maternity healthcare services and insurance products tailored to maternal needs, often facilitated through online channels.

According to the research report "Middle East and Africa Maternal Health Market Outlook, 2030", the Middle East and Africa Maternal Health market is anticipated to grow at more than 10.04% CAGR from 2025 to 2030. A notable development in the region is the establishment of the $500 million Beginnings Fund, launched by a coalition of philanthropies including the Gates Foundation and the Mohamed Bin Zayed Foundation for Humanity. This initiative aims to improve maternal and newborn health in Sub-Saharan Africa, focusing on low-cost interventions in high-burden hospitals and targeting key causes of maternal and infant mortality, such as infections, hemorrhaging, and respiratory issues. The fund operates in 10 African countries, emphasizing collaboration with local governments and organizations to implement sustainable solutions. The MEA region hosts several prominent conferences and seminars that serve as platforms for stakeholders to collaborate, share knowledge, and discuss innovations in maternal health. For instance, the International Maternal Newborn Health Conference 2023 in Cape Town, South Africa, brought together over 1,000 participants to accelerate solutions aimed at improving maternal and newborn survival. Similarly, the Maternal Mental Health Conference 2025 in Abu Dhabi, UAE, focuses on addressing mental health issues related to pregnancy and childbirth, highlighting the growing recognition of maternal mental health. The integration of digital health technologies is revolutionizing maternal healthcare in the MEA region. Mobile health applications are being utilized to provide expectant mothers with information on prenatal care, track their health metrics, and connect with healthcare providers remotely. These technological advancements are particularly beneficial in rural and underserved areas, where access to healthcare facilities may be limited.

Market Drivers

• Government and International Efforts to Reduce Maternal Mortality: In the MEA region, maternal mortality rates have historically been high, prompting strong governmental and international focus on improving maternal health outcomes. Initiatives driven by governments, supported by organizations like WHO and UNICEF, aim to enhance access to skilled birth attendants, improve prenatal and postnatal care, and increase healthcare infrastructure. These coordinated efforts significantly boost demand for maternal health services and products, driving market growth across the region.
• Growing Investments in Healthcare Infrastructure and Technology: Several countries in the MEA region are making substantial investments to modernize healthcare facilities and integrate advanced technologies into maternal care. Expanding hospital networks, upgrading diagnostic and monitoring equipment, and adopting innovative medical devices are enabling better management of pregnancy complications. This infrastructure development, combined with rising healthcare expenditure, is a key factor fueling the growth of the maternal health market in the region.

Market Challenges

• Limited Access to Quality Healthcare in Rural and Conflict-Affected Areas: A major challenge in MEA is the uneven distribution of healthcare resources, with many rural, remote, and conflict-affected areas facing severe shortages of healthcare professionals and facilities. Women in these areas often lack timely access to essential maternal health services, leading to poor outcomes. This geographic disparity poses a significant barrier to market expansion and equitable healthcare delivery.
• Socio-Cultural Barriers and Low Health Awareness: Cultural beliefs, traditional practices, and low awareness about the importance of institutional maternal care remain obstacles in parts of MEA. In some communities, home births without skilled attendants are common, and social stigma can prevent women from seeking timely medical help. These socio-cultural factors limit the uptake of maternal health products and services, hindering market growth and requiring targeted awareness campaigns.

Market Trends

• Increasing Adoption of Mobile Health and Telemedicine Solutions: Digital health is rapidly gaining ground in MEA as a way to overcome healthcare access challenges. Mobile health applications, teleconsultations, and remote monitoring devices are being adopted to reach pregnant women in underserved regions. These technologies facilitate continuous care, improve patient education, and enable early detection of complications, becoming vital tools in maternal healthcare delivery across the region.
• Emphasis on Integrating Maternal Mental Health into Care Programs: Awareness of maternal mental health issues such as postpartum depression is rising in MEA, leading to greater incorporation of mental health screening and support services within maternal care frameworks. Holistic maternal health programs that address both physical and psychological well-being are emerging, reflecting a broader understanding of maternal health. This trend is influencing service offerings and driving innovation in care models in the region.

The fastest growth of ectopic pregnancy cases in the Middle East & Africa (MEA) maternal health industry is primarily driven by increasing awareness and improved diagnostic capabilities, leading to higher detection rates.

In the Middle East & Africa region, the ectopic pregnancy segment is experiencing rapid growth largely due to enhanced awareness among healthcare providers and patients, alongside advancements in medical technology that enable early and accurate diagnosis. Historically, ectopic pregnancies were underreported or misdiagnosed due to limited access to quality healthcare facilities and diagnostic tools. However, ongoing investments in healthcare infrastructure and increased focus on maternal health have significantly improved the availability of ultrasound imaging and laboratory tests, which are critical for identifying ectopic pregnancies. This has led to more timely detection and treatment, reducing complications and mortality rates. Furthermore, rising awareness campaigns targeted at women of reproductive age have empowered patients to seek medical care earlier when symptoms such as pelvic pain or abnormal bleeding arise, contributing to increased diagnosis rates. Additionally, factors such as higher prevalence of pelvic infections, sexually transmitted diseases, and tubal surgeries in certain parts of MEA are medical risk contributors that have indirectly fueled the rise in ectopic pregnancies. Socioeconomic developments have also played a role; as urbanization grows and healthcare access improves, more women are utilizing prenatal care services where ectopic pregnancies can be identified sooner. Moreover, the growing availability of specialized maternal health clinics and training for healthcare professionals on ectopic pregnancy management ensures better clinical outcomes and encourages data reporting.

The moderate growth of miscarriage cases in the Middle East & Africa (MEA) maternal health industry is mainly due to improved healthcare access and increasing maternal age, which contribute to better reporting and rising incidence rates.

In the Middle East & Africa region, the miscarriage segment within the maternal health industry is experiencing moderate growth driven by a blend of improved healthcare infrastructure and changing demographic trends. Traditionally, miscarriages have been underreported in many parts of MEA due to limited access to formal healthcare and cultural stigmas surrounding pregnancy loss. However, recent efforts to strengthen healthcare systems and expand maternal health services have led to more women receiving timely prenatal care, enabling early detection and better documentation of miscarriage events. Improved access to healthcare facilities, especially in urban centers, means more pregnancies are medically monitored, increasing the likelihood that miscarriages both early and late are identified and managed appropriately. Additionally, demographic changes such as rising maternal age, often linked to delayed childbearing due to career, education, or socioeconomic factors, have contributed to a slight increase in miscarriage incidence. Advanced maternal age is a known risk factor for miscarriage, which partly explains the rising numbers reported in this segment. Furthermore, growing awareness campaigns and education about reproductive health have encouraged women to seek medical advice after experiencing pregnancy loss, enhancing the visibility of miscarriages in health statistics. Concurrently, lifestyle changes and increasing prevalence of conditions such as obesity, diabetes, and hypertension in the MEA region have added to the risk factors associated with miscarriage, further influencing the moderate growth trend. While healthcare improvements have facilitated better reporting and management, challenges remain, such as limited access in rural areas and cultural barriers, which prevent the miscarriage segment from growing as rapidly as other maternal health types.

The growth of Caesarean Section (C-Section) deliveries in the Middle East & Africa (MEA) maternal health industry is primarily driven by increasing preference for safer, timely childbirth amid rising pregnancy complications and expanding healthcare infrastructure.

In the Middle East & Africa region, the Caesarean Section delivery type is growing steadily as a preferred childbirth method, reflecting broader shifts in maternal healthcare practices and infrastructure development. One of the key drivers behind this trend is the increasing prevalence of pregnancy complications such as preeclampsia, gestational diabetes, and fetal distress, which often necessitate timely surgical intervention to ensure the safety of both mother and baby. With rising awareness among healthcare providers and expectant mothers about the risks of complicated deliveries, there is a growing inclination toward planned or emergency C-sections as a safer alternative to vaginal births in high-risk pregnancies. Moreover, the expansion and modernization of healthcare infrastructure across urban and semi-urban areas in MEA have made surgical childbirth more accessible. Improved availability of well-equipped hospitals, trained obstetricians, and anesthesia services has increased the capacity to perform C-sections safely and efficiently, thereby encouraging both physicians and patients to opt for this delivery method when medically advisable. Cultural and socioeconomic factors also play a role; in some parts of MEA, there is a perception that C-section deliveries are more controlled, convenient, and sometimes less painful, leading to elective procedures even in low-risk pregnancies. Additionally, rising maternal age, which is associated with higher risks during vaginal delivery, contributes to the increased rate of C-sections. The shift toward institutional deliveries with skilled birth attendants further supports this trend, as healthcare settings tend to have lower thresholds for surgical intervention to minimize adverse outcomes. Furthermore, healthcare policies and insurance coverage improvements in some MEA countries facilitate greater access to surgical delivery options, reinforcing the growth trajectory.

Hospitals are the largest application type in the Middle East & Africa (MEA) maternal health industry due to their comprehensive healthcare services, advanced medical infrastructure, and increased patient trust for maternal care.

In the Middle East & Africa region, hospitals dominate as the largest application type in the maternal health industry because they provide a one-stop, comprehensive solution for pregnancy and childbirth needs. Hospitals in this region often house multidisciplinary teams of obstetricians, gynecologists, pediatricians, anesthesiologists, and specialized nursing staff, ensuring that women receive coordinated care throughout their pregnancy journey from prenatal checkups and monitoring to labor, delivery, and postnatal care. Unlike smaller clinics or home births, hospitals are equipped with advanced medical infrastructure such as operating theaters, neonatal intensive care units (NICUs), and advanced diagnostic tools, which are crucial for managing high-risk pregnancies and emergencies like preeclampsia, ectopic pregnancy, and premature labor. This makes hospitals the preferred choice for both expectant mothers and healthcare providers aiming to reduce maternal and infant mortality rates. Additionally, urbanization and growing health awareness have increased hospital births, as more women seek professional care in hygienic and controlled environments, moving away from traditional home births. Many governments and private sectors across MEA have also invested heavily in upgrading hospital facilities and expanding healthcare access, which has improved the availability and quality of maternal health services in hospitals. Moreover, hospitals often provide integrated services such as counseling, nutritional support, and vaccination, which contribute to better overall maternal and neonatal health outcomes, encouraging their use over other care settings. Trust in hospital care is further reinforced by growing insurance coverage and government health initiatives that subsidize or cover maternal health costs, making hospital-based care financially more accessible to a larger population segment. Cultural shifts towards institutional deliveries, driven by campaigns emphasizing safer childbirth practices, have also increased hospital utilization for maternal care.

Pre-natal care is the largest type in the Middle East & Africa (MEA) maternal health industry because of growing awareness of its critical role in ensuring healthy pregnancies and reducing maternal and neonatal complications.

Over the past decade, healthcare systems across MEA have made significant strides in promoting early and regular prenatal visits as a standard practice, backed by government initiatives and international health programs focused on reducing maternal and infant mortality rates. These efforts have heightened awareness among women and communities about the necessity of routine screenings, nutritional guidance, and early detection of pregnancy-related complications such as anemia, hypertension, gestational diabetes, and infections. Pre-natal care services enable healthcare providers to monitor fetal development, manage maternal health conditions, and prepare mothers for safe delivery, which is particularly crucial in regions with historically high rates of maternal and neonatal morbidity. Additionally, expanding healthcare infrastructure and better accessibility to maternal health clinics and hospitals have made it easier for expectant mothers, even in rural areas, to attend regular prenatal appointments. Improved training of healthcare workers and introduction of mobile health programs have further facilitated outreach and education about the benefits of pre-natal care. Socioeconomic improvements and urbanization have also contributed to more women seeking prenatal care, supported by increased literacy and health awareness campaigns tailored to diverse populations. Moreover, pre-natal care visits provide a platform for immunizations, counseling on birth preparedness, and addressing cultural or nutritional practices that affect pregnancy outcomes. This holistic approach not only helps in preventing complications but also builds trust in formal healthcare systems, encouraging continued engagement throughout pregnancy.

Saudi Arabia is leading in the Middle East and Africa (MEA) maternal health industry primarily due to its substantial government investment in advanced healthcare infrastructure, comprehensive maternal health policies.

Saudi Arabia’s leadership in the MEA maternal health sector is driven by a strong commitment from the government to modernize and expand healthcare services, particularly maternal and child health. Over the past decade, the country has made significant investments to build state-of-the-art hospitals, specialized maternal and neonatal care centers, and advanced medical research facilities. These developments have vastly improved access to high-quality maternal healthcare services across urban and increasingly rural areas. The government’s Vision 2030 initiative plays a pivotal role in this progress by prioritizing healthcare transformation as a national goal, which includes enhancing maternal health outcomes as part of its broader objectives to improve overall public health and women’s wellbeing. This plan promotes increased funding, infrastructure upgrades, workforce training, and adoption of cutting-edge technology in healthcare delivery. Saudi Arabia has implemented comprehensive maternal health policies designed to address key issues such as maternal mortality, prenatal and postnatal care, and health education. Mandatory antenatal screenings, vaccination programs, nutritional support, and maternal health awareness campaigns are widespread, aiming to ensure early detection of pregnancy complications and promote healthy pregnancies. The country also focuses on empowering women through improved healthcare access and health literacy, recognizing the importance of women’s health in societal progress. Cultural and social reforms under Vision 2030 have further enhanced women’s mobility and access to healthcare services, allowing more women to seek timely maternal care and specialist consultations. The government also actively works to reduce regional disparities by expanding healthcare facilities and trained personnel in less developed areas, ensuring more equitable healthcare distribution.

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