Maternity personal care: Key market research findings
- Demand for natural personal care products
- Convenience of e-tailing
Technavio has added released a new market research report on the personal care products for maternity in Europe, which is expected to grow at a CAGR of 1% between 2016 and 2020. Personal care products include skin care, hair care, oral hygiene, bath, sun care, and depilatory products. Personal care products for maternity are sold primarily through physical stores, where hypermarkets and supermarkets lead the retail format. Western Europe accounts for 70% of the total market share, owing to rising salon sales of personal care products for the maternity market
The new industry research report from Technavio discusses in detail the key drivers and trends responsible for the growth of this market and its sub-segments.
“With growing awareness of the ill effects of the chemicals used in many personal care products, pregnant women are increasingly preferring natural and organic products. The natural ingredients used in these products are considered safe for use by pregnant women and do not cause the ill-effects associated with regular products. Popular organic beauty and personal care (BPC) products marketed as safe for use during maternity include Nine Naturals Pregnancy Shampoo in Citrus and Mint, Belli Anti-blemish face wash, Motherlylove Tums & Boob stretch mark oil, Jane Iredale Glow Time Full Coverage Mineral BB Cream, Garden of Eve Expectantly Lovely face cream, and SkinnySkinny Dry Shampoo,” says Brijesh Kumar Choubey, Lead Analyst, Consumer & Retail, Technavio Research
Personal care vendors are increasingly making their products available online through their own portals as well as those of third-party vendors. Online shopping creates convenience for consumers, and this is an important factor for pregnant women who may find it difficult to travel, especially toward the later stages of the pregnancy. Moreover, companies are also offering customized online services where a customer can choose a skin care or hair care product that suits their skin or hair scalp the best, and get expert advice. Several online portals also give information on BPC products that are natural or organic and safe for use by pregnant women.
The leading vendors in the maternity personal care market in Europe are Henkel, Johnson & Johnson, L’Oréal, Procter & Gamble, and Unilever. The market is highly competitive, with the presence of a few major global players and some regional players. The strong performance of the major players and their intense marketing using promotional events and advertising through various media keep the market competition intense.
A more detailed analysis is available in the Technavio report, Personal Care Products for Maternity in Europe 2016-2020.
We can customize reports by other regions and specific segments upon request.
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