Prenatal health products are no longer only packaged in pill form
Implications - 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.
Workshop Question - How can your brand employ marketing terminology that implies the "necessity" of its products/services?
Trend Themes
1. Alternative Prenatal Nutrition Products - New and innovative ingestible products beyond traditional supplements are being marketed to expecting mothers.
2. Personalized Prenatal Multivitamins - Brands are creating different multivitamin formulas targeting specific groups of consumers, such as Gen Y and mothers-to-be.
3. Convenient Subscription Services - Subscription services are being created to streamline the purchasing process of pre and postnatal products.
Industry Implications
1. Health & Wellness - These products focus on improving the health and wellness of pregnant women.
2. Food & Beverage - Innovative products in the form of snacks, drinks, and meal replacements provide convenient and nutritious options for expectant mothers.
3. 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.
