# Prenatal Product Prenatal health products are no longer only packaged in pill form. By [Mishal Omar](https://www.trendhunter.com/MishalO) | Published Nov 16, 2017 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/prenatal-product ## Key Figures - Trend score: 3.8/10 - Evidence articles: 11 ## 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. ## At a Glance - Evidence: 11 featured examples - Articles from: Nov 13, 2015 to Aug 8, 2017 - Published: Nov 16, 2017 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Cyclicality](https://www.trendhunter.com/pattern/cyclicality) - Megatrends: [Curation](https://www.trendhunter.com/megatrend/curation), [Naturality](https://www.trendhunter.com/megatrend/naturality), [Personalization](https://www.trendhunter.com/megatrend/personalization) ## Audience - Gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Prenatal Product trend ### Alternative Prenatal Nutrition Products New and innovative ingestible products beyond traditional supplements are being marketed to expecting mothers. ### Personalized Prenatal Multivitamins Brands are creating different multivitamin formulas targeting specific groups of consumers, such as Gen Y and mothers-to-be. ### Convenient Subscription Services Subscription services are being created to streamline the purchasing process of pre and postnatal products. ## What the Prenatal Product trend means for industry ### For 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 for Prenatal Product Trend score 3.8 out of 10, from popularity 56%, activity 49%, freshness 8%. - Popularity: 56% - Activity: 49% - Freshness: 8% ## Examples of the Prenatal Product trend 11 featured examples from Nov 13, 2015 to Aug 8, 2017. - [Millennial-Targeted Multivitamins](https://www.trendhunter.com/trends/vitamins-for-health): Rainbow Light's 'Vibrance' are Custom Vitamins for Health (Category: Lifestyle) Implication: Disruptive innovation opportunity: Incorporate technology and AI in the health and wellness industry to personalize and optimize vitamin and supplement intake for millennials. - [Pregnancy Care Water](https://www.trendhunter.com/trends/water-during-pregnancy): 'WaterBaby' Offers an Enriched Way to Consume Water During Pregnancy (Category: Lifestyle) Implication: Develop a new category of beverages targeted specifically towards pregnant women that offer added health benefits during pregnancy. - [Prenatal Oat Bars](https://www.trendhunter.com/trends/prenatal-nutrition): Happy Mama's Prenatal Nutrition Bars Support Pregnant and Breastfeeding Women (Category: Lifestyle) Implication: The baby food industry can explore the expansion of their product lines to include nutritious snacks for expectant and breastfeeding mothers. - [Prenatal Iced Teas](https://www.trendhunter.com/trends/iced-tea-for-women): Hey Mama! Makes Prenatal and Postnatal Iced Tea for Women (Category: Lifestyle) Implication: The beverage industry can take advantage of the rise of prenatal iced teas by offering innovative and flavorful options for women. - [Maternal Cereal Bars](https://www.trendhunter.com/trends/snacks-for-moms): Nutrimom's Snacks for Moms Supply Nutrients for Pregnancy and Nursing (Category: Lifestyle) Implication: Opportunity to cater to the growing demand for healthy, nutritious snacks and foods for pregnant and nursing women. - [Prenatal Protein Shakes](https://www.trendhunter.com/trends/prenatal-protein): Mommi's Prenatal Vitamin Protein Powder Makes Nutritious Drinks (Category: Lifestyle) Implication: 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… - [Prenatal Subscription Box Services](https://www.trendhunter.com/trends/binto): The BINTO Subscription Provides Pre and Post-Natal Products (Category: Lifestyle) Implication: 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… - [Immunity-Boosting Prenatal Vitamins](https://www.trendhunter.com/trends/prenatal-multivitamins): These Prenatal Multivitamins Promote Immune Function (Category: Lifestyle) Implication: Developing immunity-boosting formulas with food-based vitamins and minerals for pregnant and nursing mothers. - [Nourishing Prenatal Gummies](https://www.trendhunter.com/trends/prenatal-gummies): SmartyPants Gummy Vitamins are Delicious and Socially Conscious (Category: Lifestyle) Implication: With increasing interest in prenatal and well-being supplements, there is a big opportunity to innovate in the supplement industry. - [Nutritious Expectant Mother Snacks](https://www.trendhunter.com/trends/prenatal-health): The Mother Nurture Snacks Help Support Prenatal Health (Category: Lifestyle) Implication: The food and beverage industry can incorporate more functional ingredients in their products to meet the demand of nutritious snacks for expectant mothers. - [Prenatal Energy Drink Mixes](https://www.trendhunter.com/trends/prenatal-energy): Premama's Energy Powder is Nourishing and Safe for Expecting Moms (Category: Lifestyle) Implication: A trend towards using safe, natural and convenient nutritional supplements geared towards expectant mothers offers opportunities for growth within the prenatal supplement industry. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Lifestyle - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Multi-Benefit Protein Shakes](https://www.trendhunter.com/trends/comes-in-three-flavors) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Accessible Fintech Pop-Ups](https://www.trendhunter.com/trends/chequing-account) All articles: [Lifestyle](https://www.trendhunter.com/lifestyle)