Personal Care Products for the Maternity Market in the US 2016-2020

  • Published: May 2016
  • Pages: 72
  • SKU: IRTNTR8709

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This market research analysis presents a detailed overview of the key drivers, challenges, and upcoming trends that influence market growth. It also segments the personal care products for the maternity market in the US by product type (skin care, hair care, oral hygiene products, bath products, sun care, and depilatory products). The key vendors analyzed in this market research are Estée Lauder, Johnson & Johnson, L’Oréal, P&G, and Unilever.

Overview of the personal care products for the maternity market in the US

The personal care products segment for the maternity market is a sub-segment of the overall personal care market. This sub-segment includes six product categories, namely skin care, hair care, oral hygiene, bath, sun care, and depilatory products. The growing focus on e-retailing and social media marketing is a significant factor that will foster the prospects for growth in this market. Recently, it has been observed that numerous personal care vendors are making their products available online through their portals as well as those of third-party vendors. With the help of online services, customers can choose a skin care or hair care product that suits their skin or hair scalp the best. These customized services provide expert suggestions based on the skin tone and the style preferences of the customer. Due to its high convenience, many consumers prefer purchasing personal care products from online portals. In this market study, the analysts have estimated the market for maternity personal care in the US to grow at a CAGR of more than 2% by 2020.

The recent increase in the number of private label brands is the key driver for the growth of this market. Due to the advent of private label brands in the US, the regional and local vendors are facing intense competition. The entry of private labels in the market will allow consumers to purchase personal care products at relatively lower prices. Consequently, it can be estimated that due to the entry of these private label brands in the US, the market for maternity personal care will have a positive outlook until 2020.

Product-based segmentation of the personal care products for the maternity market in the US

  • Skincare
  • Hair care
  • Oral hygiene products
  • Bath products
  • Sun care
  • Depilatory products

In this market study, analysts have estimated the skin care product segment to be the largest market segment during the forecast period. The launch of new lines of natural and herbal skin care products that do not cause the adverse effects associated with their chemical counterparts will result in the substantial growth of this market segment during the predicted period. Comprehensive segmentation analysis carried out by the analysts at Technavio has shown that the skin care product segment will account for a market share of almost 39% by the end of 2020.

Competitive landscape and key vendors

The personal care products for the maternity market in the US is characterized by the presence of a few large global players and some regional players. Companies like Estée Lauder, Johnson & Johnson, and P&G are global multinational consumer product manufacturers based in the US, whereas L’Oréal and Unilever are European multinational companies that manufacture consumer goods and BPC products.

Top vendors in this market are -

  • Estée Lauder
  • Johnson & Johnson
  • L’Oréal
  • P&G
  • Unilever

Other prominent vendors analyzed in this market study are Amway, Avon Products, Cadiveu Professional USA, Chatters Canada, Clarins Group, Combe, Conair, Coty, Edgewell Personal Care, Henkel, Kao, Markwins Beauty Products, Revlon, and Shiseido.

Key questions answered in the report include

  • What will the market size and the growth rate be in 2020?
  • What are the key factors driving the personal care products for the maternity market in the US?
  • What are the key market trends impacting the growth of the personal care products for the maternity market in the US?
  • What are the challenges to market growth?
  • Who are the key vendors in the personal care products for the maternity market in the US?
  • What are the market opportunities and threats faced by the vendors in the personal care products for the maternity market in the US?
  • What are the trending factors influencing the market shares of the US?
  • What are the key outcomes of the five forces analysis of the personal care products for the maternity market in the US?

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Table of Contents

PART 01: Executive summary

  • Highlights

PART 02: Scope of the report

  • Market overview
  • Key-vendor offerings

PART 03: Market research methodology

  • Research methodology
  • Economic indicators

PART 04: Introduction

  • Key market highlights

PART 05: Country profile: US

  • Economic indicators

PART 06: Market landscape

  • Market overview
  • Five forces analysis

PART 07: Market segmentation by product type

  • Segmentation of personal care products for maternity market in US by product type

PART 08: Market drivers

  • Consumers' high awareness and increased spending power
  • Expansion of distribution channels
  • Changing lifestyles and shopping habits

PART 09: Impact of drivers

PART 10: Market challenges

  • Decline in birth rate
  • Decreasing fertility rate
  • Absence of paid maternity leaves

PART 11: Impact of drivers and challenges

PART 12: Market trends

  • Increase in demand for natural personal care products
  • Rise in use of multifunctional products
  • Improvements in labeling and packaging
  • Rise in number of private label brands
  • E-retailing and social media marketing

PART 13: Vendor landscape

  • Competitive scenario
  • Estée Lauder
  • Johnson & Johnson
  • L'Oréal
  • Procter & Gamble (P&G)
  • Unilever
  • Other prominent vendors

PART 14: Appendix

  • List of abbreviations

PART 15: Explore Technavio

Research Framework

Technavio presents a detailed picture of the market by way of study, synthesis, and summation of data from multiple sources. The analysts have presented the various facets of the market with a particular focus on identifying the key industry influencers. The data thus presented is comprehensive, reliable, and the result of extensive research, both primary and secondary.


Primary sources

  • Manufacturers and suppliers
  • Channel partners
  • Industry experts
  • Strategic decision makers

Secondary sources

  • Industry journals and periodicals
  • Government data
  • Financial reports of key industry players
  • Historical data
  • Press releases


Data Synthesis

  • Collation of data
  • Estimation of key figures
  • Analysis of derived insights

Data Validation

  • Triangulation with data models
  • Reference against proprietary databases
  • Corroboration with industry experts



  • Market drivers
  • Market challenges
  • Market trends
  • Five forces analysis


  • Market size and forecast
  • Market segmentation
  • Geographical insights
  • Competitive landscape
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