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The prenatal vitamin market is the most popular and widely recognized stage in the maternal health journey. Vitamins and supplements have long dominated this category, with 65% of new product launches featuring maternal health claims in the US being either vitamins or dietary supplements1. It is estimated that the prenatal vitamin supplement market will reach $673.8 million by 2025, with a CAGR of 8.6% from 2019-20252. Still, these vitamins and supplements can be difficult for many women to handle due to morning sickness. Many women, instead, seek foods and beverages that are targeted specifically for the prenatal stage rather than relying solely on supplements. 45% of US women who are currently pregnant or have had a baby in the past 12 months are interested in prenatal-specific foods3. Products that can deliver essential nutrients that focus on immune support, brain health, and healthy fetal development in a more digestible way while also considering soothing flavor profiles and comforting formats are a welcome and long-awaited innovation for this group.
Important Nutrients Include4,5,6
- Folic Acid
- Vitamin D
In addition to key nutrients, flavor considerations are an important aspeact of prenatal care. Soothing flavors that help calm the stomach are usually appreciated by the mom-to-be.