Increasing Product Awareness to Create Opportunities for the Global Maternity Personal Care Products Market Through 2020, Reports Technavio

LONDON–(BUSINESS WIRE)–#ConsumerandRetailTechnavio
analysts forecast the global
maternity personal care products market
to grow at a CAGR of
close to 5% during the forecast period, according to their latest report.

The research study covers the present scenario and growth prospects of
the global maternity
personal care products
market for 2016-2020. The report
also segments the market on the basis of different types of maternity
personal care products, store formats and geography. In addition to
this, the five forces analysis, vendor landscape, and a corresponding
detailed analysis of the six key vendors operating in this market are
covered in the report.

Technavio consumer
and retail
analysts highlight the following four factors that
are contributing to the growth of the global maternity personal care
products:

  • Demand from developing countries
  • Increasing product awareness
  • Focus on marketing initiatives
  • Awareness of risks associated with chemicals in regular personal care
    products

Demand from developing countries

Developing countries in APAC and Africa offer high growth potential for
the market. Indonesia, Thailand, China, Brazil, South Africa, and India
are some examples of such emerging markets for maternity personal care
products. Increasing urbanization, along with a rise in disposable
income, is resulting in an increasing demand for maternity personal care
products in these countries. As a direct result of the aforementioned
factors, these regions are becoming popular destinations for all major
players in this market.

In recent times, the market in most developing countries is
registering a significant shift toward the preference for maternity
personal care products rather than using regular personal care products
during pregnancy, owing mostly to the need for safer and more effective
products during the maternity period
,” says Brijesh Kumar Choubey, a
lead analyst at Technavio for retail
goods and services
research.

Increasing product awareness

The number of informed consumers, who are well aware of the product
availability and benefits and make rational choices when it comes to the
purchase decision of maternity personal care products, is increasing
across the globe. This factor will aid in the growth of the market over
the next five years. This growing number of informed consumers can be
attributed to their increasing exposure to reliable information about
products and services through the Internet, television, and other
sources of information.

Such informed customers prefer products designed specifically to be used
during pregnancy, as they are aware of the negative effects that toxic
chemicals found in synthetic personal care products for regular use can
have on the mother and the baby. This growing demand for maternity
personal care products, therefore, will positively impact the growth of
the market.

Focus on marketing initiatives

The global maternity personal care products market is characterized by
intense competition, owing to the presence of multiple vendors and
aggressive marketing strategies. To increase their profit margins,
enhance their consumer base, and have a competitive edge over their
counterparts, vendors in the market are focusing more on launching
unique marketing initiatives in recent times. Vendors are trying to
reinforce brand loyalty by increasing their digital and social media
advertising and marketing, and point of sale marketing in pharmacies.

For instance, in 2013, Bio-Oil, through its campaign “Every Body has a
Skin Story”, was able to reinforce brand loyalty among existing users as
well as increase its customer base. Vendors such as Mama Mio, Pretty
Mommies, Noodle & Boo, and Mustela are making extensive use of social
media portals such as Facebook and Twitter to engage their consumers.
Vendors are also increasing their online presence by launching various
campaigns and contests for consumers on their online portals and social
networking sites.

Awareness of risks associated with chemicals in regular personal care
products

Harmful chemical ingredients found in most personal care products such
as shampoos and soaps have been directly associated with elevating the
health-related risks in pregnant women. Lead, triclosan, oxybenzone,
salicylic acid, BHA (butylated hydroxyanisole), and BHT (butylated
hydroxytoluene) are some of the most commonly used ingredients in
personal care and makeup products.

The use of such products has been linked to complications such as
miscarriage, reduced fertility, low birth weight, endocrine disruption,
and complications like defects with the baby’s nervous system. As
consumers are becoming aware of the negative effects that the constant
exposure to even small amounts of such chemicals may have on the health
of the mother as well as the developing fetus, they are reluctant to use
these personal care products and prefer personal care products
specifically formulated for use during pregnancies. “Even doctors
recommend the avoidance of products that include ingredients such as
retinoids and salicylic acid, which is yet another factor adding to the
growth of the market
,” says Brijesh.

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