Category
Lifestyle
Assisted Choices
Trend cluster
Category
Postpartum
Wellness
Brands are curating products to support the health and relaxation of new moms.
4.4
Trend score
Trend
What is the Postpartum Wellness trend?
Postpartum Wellness: While women have had access to an abundance of prenatal products, there has been a recent rise in wellness products specifically targeted to postnatal women. These offerings are intended to ease the transition into motherhood. Such products highlight how brands are curating their selection to better suit specific phases of their consumer’s life.
Insight
The consumer insight behind the Postpartum Wellness trend
With postpartum life having a substantial impact on a woman's physical and mental health, postpartum wellness products are intended to help new mothers set aside time for themselves. Such products highlight the need for support after pregnancy as women are often the primary caregivers for children. The growth of wellness products in this space reflects the self-care needs of modern women who are increasingly expected to balance all their responsibilities between work and home.
Trend themes
Themes within the Postpartum Wellness trend
Three behaviours holding the trend together01
Postpartum Wellness Products
The growth of wellness products for postpartum women reflects the self-care needs of modern women who are increasingly expected to balance all their responsibilities between work and home.
02
Organic and All-Natural Baby Care
A rising trend of baby care products made with natural and organic ingredients and free of synthetic substances is gaining popularity in response to the need for non-toxic and hypoallergenic options for babies.
03
Subscription-Based New Mom Care Packages
Subscription-based care packages for new moms are becoming increasingly popular to help new mothers set aside time for themselves and ease the transition into motherhood.
Industry implications
What the Postpartum Wellness trend means for industry
Where the trend changes the playbookFor
Health and Wellness
Companies can expand their product offerings to include postpartum wellness and baby care products that are free of synthetic ingredients and promote self-care and overall health.
For
Subscription Services
Businesses can explore subscription-based service models and curated packages to meet the needs of new moms by offering monthly deliveries of high-quality, non-toxic products and support.
For
E-Commerce
Online retailers can cater to the needs of new moms by providing easy-to-access and customizable options for postpartum wellness and baby care products that are organic, all-natural, and free of synthetic substances.
Workshop question
Consider how your brand’s products or services could better suit the needs of a specific consumer segment.
Trend signals
Trend signals for Postpartum Wellness
Trend score 4.4 out of 10, from popularity 75%, activity 50%, freshness 8%.
Popularity75%
Activity50%
Freshness8%
Audience
30%Men
70%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Postpartum Wellness trend
3 featured examples from Mar 28, 2018 to May 10, 2019CategoryLife-Stages
Monthly Motherhood Care Packages
Ecocentric Mom Offers a Subscription Service for New Moms
Disruptive innovation opportunity: Develop an e-commerce platform focused on selling products and subscription services for new moms.
CategoryLifestyle
New Mom Care Kits
Rael Boasts a Curated Collection of Organic and Wellness-Centric Products
Disruptive innovation opportunity: Introduce personalized care kits that cater to specific needs of different customer groups, such as new moms.
CategoryLifestyle
Free-From Baby Care Collections
Saje Wellness Launched a Range of All-Natural Baby Care Products
The baby care industry can take advantage of the trend towards natural and hypoallergenic baby care products.
