Thanks to social media platforms, TMR said the awareness regarding the need for prenatal vitamin supplements has spread radically in the past decade. These supplements are often wholefood, multi-nutrient formulas that are specifically designed to serve the needs of women preconception, during pregnancy, and postpartum and during lactation. These supplements provide nourishment to both the newborn and the nursing mother, as deficiency of various vitamins and nutrients during this period is relatively common.
TMR cited increased disposable income among urban populations; strong promotional activities by vendors in order to generate further awareness regarding the need for these supplements; and the advent of online supplement sales as some of the key factors driving the global prenatal vitamin supplements market.
Based on dosage form, the TMR report segments the global prenatal vitamin supplements market into gummy, capsule, and powder. In 2015, capsules were in highest demand, as they are easily disintegrated by gastric juices; have longer shelf-life in comparison to gummy and powdered supplements; and help in dividing dosages. On the basis of distribution channel, the drug stores category constituted for 53.1% of the demand in 2015, against other segments of hospital pharmacies, online pharmacies, and supermarkets.
North America accounted for 41.2% of global prenatal supplement demand in 2015. However, the vastly populated region of Asia Pacific, dominated by the emerging economies of China and India, is projected have an increased demand in the forecast period. Changing lifestyle of the urban population, improving healthcare facilities in developing cities, and growing awareness are some of the key factors driving the Asia Pacific prenatal vitamin supplements market, according to the report.