Category
Lifestyle
Assisted Choices
Trend cluster
Category
Prenatal
Product
Prenatal health products are no longer only packaged in pill form.
3.8
Trend score
Trend
What is the Prenatal Product trend?
Prenatal Product: Ingestible prenatal nutrition products once mostly came in the form of supplements in pill form, but now everything from water to oat bars are being marketed as beneficial to the health of expecting mothers. This shift broadens the market reach of these brands, offering a two-way benefit where the companies have more opportunity for consumers to purchase, while consumers are allowed more choice in their health-related purchases. It also serves as a blanket marketing term which allows brands to push their products as being "essential" for specific groups of people – in this case, pregnant women.
Trend themes
Themes within the Prenatal Product trend
Three behaviours holding the trend together01
Alternative Prenatal Nutrition Products
New and innovative ingestible products beyond traditional supplements are being marketed to expecting mothers.
02
Personalized Prenatal Multivitamins
Brands are creating different multivitamin formulas targeting specific groups of consumers, such as Gen Y and mothers-to-be.
03
Convenient Subscription Services
Subscription services are being created to streamline the purchasing process of pre and postnatal products.
Industry implications
What the Prenatal Product trend means for industry
Where the trend changes the playbookFor
Health & Wellness
These products focus on improving the health and wellness of pregnant women.
For
Food & Beverage
Innovative products in the form of snacks, drinks, and meal replacements provide convenient and nutritious options for expectant mothers.
For
E-commerce & Subscription Services
Subscription services provide a convenient way for expectant mothers to receive products tailored to their pregnancy needs without having to regularly visit a retail store.
Workshop question
How can your brand employ marketing terminology that implies the "necessity" of its products/services?
Trend signals
Trend signals for Prenatal Product
Trend score 3.8 out of 10, from popularity 56%, activity 49%, freshness 8%.
Popularity56%
Activity49%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Prenatal Product trend
11 featured examples from Nov 13, 2015 to Aug 8, 2017CategoryLifestyle
Millennial-Targeted Multivitamins
Rainbow Light's 'Vibrance' are Custom Vitamins for Health
Disruptive innovation opportunity: Incorporate technology and AI in the health and wellness industry to personalize and optimize vitamin and supplement intake for millennials.
CategoryLifestyle
Pregnancy Care Water
'WaterBaby' Offers an Enriched Way to Consume Water During Pregnancy
Develop a new category of beverages targeted specifically towards pregnant women that offer added health benefits during pregnancy.
CategoryLifestyle
Prenatal Oat Bars
Happy Mama's Prenatal Nutrition Bars Support Pregnant and Breastfeeding Women
The baby food industry can explore the expansion of their product lines to include nutritious snacks for expectant and breastfeeding mothers.
CategoryLifestyle
Prenatal Iced Teas
Hey Mama! Makes Prenatal and Postnatal Iced Tea for Women
The beverage industry can take advantage of the rise of prenatal iced teas by offering innovative and flavorful options for women.
CategoryLifestyle
Maternal Cereal Bars
Nutrimom's Snacks for Moms Supply Nutrients for Pregnancy and Nursing
Opportunity to cater to the growing demand for healthy, nutritious snacks and foods for pregnant and nursing women.
CategoryLifestyle
Prenatal Protein Shakes
Mommi's Prenatal Vitamin Protein Powder Makes Nutritious Drinks
The health and wellness industry can capitalize on the trend of prenatal snack foods and functional protein powders by developing and marketing innovative and nutritious products…
CategoryLifestyle
Prenatal Subscription Box Services
The BINTO Subscription Provides Pre and Post-Natal Products
The e-commerce industry can tap into the trend of prenatal subscription box services to provide a convenient platform for pregnant and post-natal women to access personalized prod…
CategoryLifestyle
Immunity-Boosting Prenatal Vitamins
These Prenatal Multivitamins Promote Immune Function
Developing immunity-boosting formulas with food-based vitamins and minerals for pregnant and nursing mothers.
CategoryLifestyle
Nourishing Prenatal Gummies
SmartyPants Gummy Vitamins are Delicious and Socially Conscious
With increasing interest in prenatal and well-being supplements, there is a big opportunity to innovate in the supplement industry.
CategoryLifestyle
Nutritious Expectant Mother Snacks
The Mother Nurture Snacks Help Support Prenatal Health
The food and beverage industry can incorporate more functional ingredients in their products to meet the demand of nutritious snacks for expectant mothers.
CategoryLifestyle
Prenatal Energy Drink Mixes
Premama's Energy Powder is Nourishing and Safe for Expecting Moms
A trend towards using safe, natural and convenient nutritional supplements geared towards expectant mothers offers opportunities for growth within the prenatal supplement industry.
