Child and Maternal Dietary Supplements Market - Global Outlook and Forecast 2019-2024

INDUSTRY INSIGHTS

More than 25% of the children take multivitamin supplements making them one of the most commonly used supplements

The growing popularity of herb supplements is expected to be one of the major drivers in the maternal and child dietary supplement market during the forecast period. The use of complementary and alternative medicines (CAM), which include herbal supplements, has achieved immense popularity worldwide in the last few decades, thereby increasing their consumption. Also, there is a growing trend among pregnant women to consume herbal supplements, which has increased their consumption growth significantly. Many pregnant women are opting for herbal supplements instead of traditional pharmaceuticals as these herbal products are considered natural, hence safe to consume. Therefore, the ease of affordability and availability of dietary variants is increasing popularity among pregnant women.

The growing health consciousness among people, particularly in developing economies, is further driving the dietary supplements market. Favorable government initiatives to address health concerns arising due to the deficiency of vitamin A in children, especially in developing countries, are also boosting the growth of the global maternal and child dietary supplement market. Besides, the rise of social media is playing a vital role in market growth. The increase in online healthcare blogs and recommendations posted by consumers on social media is driving the consumption of the dietary supplement.

The rising incidence of nutritional deficiency due to malnutrition among infants and children is driving the demand for nutritional and dietary supplements. Hence, dietary supplements could provide a promising solution to children suffering from nutritional deficiencies. More than one-third of all children and infant population use dietary supplements. More than 25% of the children take multivitamin supplements, making them one of the most commonly used supplements. Iron, calcium, multivitamins, and single vitamins such as Vitamin B are widely common. Other supplements include omega 3 fatty acids and melatonin. The maternal and child dietary supplement market is expected to grow at a CAGR of over 10%during 2018–2024. 

This market research report includes detailed market segmentation by

• Ingredients
• Product type
• Applications
• Distribution
• End-users
• Geography

MATERNAL AND CHILD DIETARY SUPPLEMENT MARKET: INGREDIENTS

Organic and non-GMO certified probiotic products are driving the maternal and child dietary supplement market

The increasing awareness to follow health and wellness practices, coupled with growing preventive healthcare exercises is contributing to the growth of the vitamin dietary supplement segment during the forecast period. Pregnant women and children are the largest consumers of vitamin dietary supplements market. Dietary supplements, especially maternity vitamins, are prescribed by physicians. However, they are OTC products, which can be purchased from drug stores, pharmacies, and supermarkets. However, the growing availability of these supplements in online stores is expected to boost retail sales of vitamins.

The rising responsiveness toward the benefit of probiotics in improving digestion and immunity is driving the sale. APAC is the largest market for probiotic supplements, with China generating revenue more than $300 million in 2018. Further, the increased demand for innovative probiotic, such as gummies and chewable, is witnessing traction in the market while organic and non-GMO certified probiotic products are driving the maternal and child dietary supplement market.

The rise of social media advertising is contributing to the growth of the DHA (Docosahexaenoic Acid) segment. The rising preference of consumers toward adopting organic and non-GMO products is fuelling the demand for DHA, free of gluten, milk derivatives, and artificial colors and flavors.

The growing awareness of children nutrition requirements is driving the other segment. Calcium, protein, iron, zinc, magnesium, fibers & carbohydrates, and botanicals are other forms of dietary supplements. Therefore, the increasing trend of using other supplements, particularly botanicals or herbal supplement among pregnant women, is likely to increase the growth of the segment during the forecast period. While capsule and tablet forms are expected to dominate the maternal and child dietary supplement market, the demand for soft gels and gummies is also growing rapidly among consumers.

MATERNAL AND CHILD DIETARY SUPPLEMENT MARKET: PRODUCT TYPE

The introduction of 100% vegetarian, dairy-free, and natural supplement powders is increasing the popularity

Tablets are the most popular type of dietary supplements. The tablets segment accounted for approximately 36% of the market share in 2018. High demand and a low manufacturing cost are major factors driving the growth of the tablets segment in the maternal and child dietary supplement market. Also, tablets are gaining higher traction than capsules in several countries, as capsule manufacturing is challenging. Capsule manufacturing requires additional certifications and needs to comply with cumbersome packaging regulations. Hence, tablets have emerged as a viable alternative. Further, ongoing innovations such as chewable and flavored tablets are likely to support the maternal and child dietary supplement market growth during the forecast period.

Given the effectiveness and convenience, capsules constituted the second-largest share in the global maternal and child dietary supplement market and are expected to gain traction during the forecast period. Although the manufacturing cost of capsules is higher than tablets, they remain more economical than soft gels, gummies, and liquid shot. Hence, the general preference of consumers for pills is likely to drive the growth of the maternal and child dietary supplement market.

Factors such as improved digestibly, controlled bioavailability, and quick release of ingredients are increasing the demand for soft gels among consumers. Innovations in delivering or administrating soft gels make them potentially beneficial for children. Hence, the absence of air pockets in soft gels protects the ingredients from oxidization, thereby assisting in releasing the ingredient directly in the intestine where absorption is more effective. Hence, customization and high absorption of soft gels are likely to drive the maternal and child dietary supplement market during the forecast period.

The high nutrition value of supplement powders is a major factor for their popularity as a dietary supplement among children. Also, manufacturers are introducing 100% vegetarian, dairy-free, and natural variants, which is increasing their popularity in the dietary and supplement market.

Although other segment constitutes a small market share, constant innovation on the mode of delivery is expected to increase their demand. New varieties such as vitamin-infused drink, sugar-free candies, drinkable probiotics, and various other supplements are gaining traction and are likely to contribute to the growth of the maternal and child dietary supplement market.

MATERNAL AND CHILD DIETARY SUPPLEMENT MARKET: APPLICATION

Product innovations are supporting the growth of bones and joint supplements in the maternal and child dietary market

The need to improve general health, particularly among pregnant women and children, is the key factor for the highest share of general health dietary supplements. However, other factors contributing to the segment growth include increased awareness of pediatric and maternal nutrition, growth in the preventive healthcare expenditure, and improved healthcare facilities.

The growing demand for bone & joint health supplements accounts for the high potential growth of the segment. Further, product innovations such as the introduction of chewable calcium supplements or vitamin-infused candies, nutrients infused drinks, and gummies are supporting the growth of the market.

Gastrointestinal or digestive health supplements are popular among children and pregnant women. The rapidly growing awareness for maintaining digestive health and the need to boost the immunity system among children are driving the market for gastrointestinal products such as probiotics. The growth of the e-commerce industry and the rising awareness among consumers are supporting the growth. Further, the introduction of immunity boosting chewable gums and shake-style powders is expected to drive the maternal and child dietary supplement market during the forecast period.

Energy and weight management supplements accounted for a small market share in 2018. However, they are expected to grow further due to the growing awareness to improve maternal health. Also, supplements with added calcium and protein and nutrients, along with breast milk to ensure neonatal weight gain, especially in premature babies, are contributing to the growth of the segment.

MATERNAL AND CHILD DIETARY SUPPLEMENT MARKET: DISTRIBUTION

Supplementary brands with proficiency in online retailing are more likely to enjoy a strong market position in the market.

The availability of a wide range of supplements under one roof at appealing discounts is primarily contributing to the increased share of supermarkets and hypermarkets. However, the online segment is rising and is expected to gain a significant market share in the coming years. Online stores have gained popularity owing to several reasons, including the availability of private labels, product launches, broad product ranges, and attractive discounts. Further, with the growing popularity of online retailers, especially among millennials, brands that are proficient to online retailing are more likely to enjoy a strong market position in the market.

MATERNAL AND CHILD DIETARY SUPPLEMENT MARKET: END-USERS

The demand for supplements with cleaner labels is increasing the potential of the child or pediatric nutritional supplements

The sale of maternal supplements depends on the recommendations of healthcare practitioners. However, recommendations from the online community and friends are also influencing the usage of supplements. Soft chews, emulsions, and soft gels are gaining traction in the segment. Essential prenatal vitamin supplements such as vitamin A, D, and E are the popular and preferred supplements; however, folic acid and vitamin D are the most preferred one among women during pregnancy. Hence, the growing intake of essential vitamin supplements during pregnancy is increasing the sale of maternal supplements.   

The demand for supplements with cleaner labels is increasing the potential of the child or pediatric nutritional supplements. Vendors are also emphasizing on manufacturing products such as multivitamin gummies and ready to drink liquids, and shaker-style powders. Child-friendly and attractive packaging is another key trend in the child dietary supplement market. Although multivitamins are the most popular dietary supplement among children, products focused on digestive health and bone health are also gaining popularity.

MATERNAL AND CHILD DIETARY SUPPLEMENT MARKET: GEOGRAPHY

The increased prevalence of malnutrition and nutritional deficiency is driving the demand for dietary supplements in Latin America.

The rise in consumer awareness, the growth of the middle-class population, and improved healthcare expenditure in the APAC region, especially China and India, is driving the growth of the maternal and child dietary supplement market. The region is expected to witness a high demand for herbal and natural dietary supplements.

North America is one of the highly matured markets for children dietary supplements, with vitamin supplements dominating the market. The pediatric supplement market in the US is expected to grow at a faster rate due to the increasing focus on general health, immunity, closing potential nutritional gaps, and boosting cognitive health. Probiotic supplements are witnessing the highest demand among US consumers. The growing consumer awareness of the connection of gut health with several illnesses is driving the growth of the market. Therefore, the introduction of new products such as prebiotic, fermented drinks, which also focus on improving gut health, is driving the competition in the probiotic segment in North America. The demand for herbal or traditional supplements in Canada is growing at a faster rate, which is expected to augur well for the herbal dietary supplement market.

The availability of a wide range of commercialized products and the increasing interest in online self-medication are supporting the growth of dietary supplements in Europe. The maternal and child dietary supplement market is also witnessing the increased opportunity for combination supplements and probiotics. Besides, with the rise of veganism or vegetarian consumers, the demand for plant-based supplements and products is growing rapidly, which is expected to drive the maternal and child dietary supplement market in the region.

The increased prevalence of malnutrition and nutritional deficiency is driving the demand for dietary supplements in Latin America. The micronutrient deficiency is one of the most severe health concerns for pregnant women in the region; hence, the demand for nutritional and dietary supplements is high. The rise in government initiatives to address challenges of malnutrition, vitamin A deficiency, anemia, and stunted growth among children is also boosting the growth of the maternal and child dietary supplement market in Latin America. Further, Brazil, Mexico, and Argentina are the key markets for nutritional or dietary supplements in Latin America.

The increasing availability of a wide range of natural dietary supplements is driving the market in MEA. While South Africa accounts for the largest market of dietary supplements in the African region, Saudi Arabia and the UAE are major countries witnessing significant growth in dietary supplements in the Middle East. Further, factors such as the growing awareness of vitamin deficiency, the increased innovation in distribution networks, and the emergence of new dietary brands, the growth of the healthcare industry are supporting the growth of maternal and child dietary supplement market in MEA.

KEY VENDOR ANALYSIS

The global maternal and child dietary supplement market is fragmented and competitive. Vendors are competing based on product quality, new products, and competitive pricing. Thus, consumer choices and preferences differ across regions and keep changing over time in response to geographical, demographic, and social trends, economic circumstances, and marketing efforts of competitors.

Further, due to the highly competitive and volatile environment, future market growth mainly depends on the ability to anticipate, gauge, and adapt to the constantly changing market trends and successfully introduce new or improved products on time. The introduction of innovative and proprietary products that cater to customer demands requires companies to devote significant efforts and resources. Research and development teams need to analyze the market trends continuously and design, develop, and manufacture new product categories and new products with distinctive features, size, flavor, and usage. 

Key Vendors 

• Abbott
• American Health
• Amway
• Archer Daniels Midland Company (ADM)
• Arkopharma Laboratories
• Bayer
• Bionova
• Blackmores Ltd.
• Church & Dwight Co Inc
• Garden Of Life
• Glanbia
• GlaxoSmithKline
• Herbalife
• Nature’s Sunshine Products
• Naturelo Premium Supplements
• New Chapter Inc
• Nordic Naturals
• Nu Skin Enterprises
• Olly
• Pfizer
• Pharmavite Llc
• Rainbow Light
• Rickett Benckiser
• Suntory holdings
• Zarbees Inc

The Child and Maternal Dietary Supplements market research report include in-depth coverage of the industry analysis with revenue and forecast insights for the following segments:

Market Segmentation by Ingredients

• Vitamins
• Probiotics
• DHA
• Others

By Products

• Tablets
• Capsules
• Soft Gels
• Powders
• Others

By Applications

• General Health
• Bone and Joint Health
• Gastrointestinal
• Immunity
• Energy and Weight Management
• Others

By End-users

• Maternal
• Children

By Distribution

• Pharmacies
• Supermarkets & Hypermarkets
• Specialty Stores
• Online Channels
• Others

By Geography

• APAC
• China
• Japan
• South Korea
• North America
• US
• Canada
• Europe
• UK
• France
• Germany
• Latin America
• Brazil
• Mexico
• MEA
• Saudi Arabia
• South Africa