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Postnatal supplements are defined as ingestible dietary supplements providing nutrients for postpartum mothers. Postnatal supplements claim to help with mood swings, nutrient depletion, breastfeeding, and increased energy demands. These supplements are a combination of minerals and vitamins, usually taken in the form of capsules, tablets, powders, liquids, and gummies. As per Verify Markets, the U.S. Postnatal Supplements Market was valued at $105.0 million in 2020 and is expected to reach revenues of over $150.0 million by 2027. The pandemic has resulted in increased health consciousness among vulnerable groups of new and expectant mothers. This increasing awareness is likely to drive growth for postnatal supplements. The U.S. postnatal supplements market is in its nascent stage, making consumer education a key factor in helping penetrate the market. Companies are utilizing social media platforms, influencer engagements, and sharing blogs on postnatal care to establish product understanding and trust among consumers. With rapid technology adoption, such as telemedicine, DNA testing, and smartwatch apps, consumers are increasingly gaining control of their own health data. This will likely drive demand for personalized supplements in the near future. An increasing number of new moms are sharing their postnatal health issues and experiences on social media platforms. Companies are educating women on postnatal nutrition and its benefits for new moms and babies through their social media handles and blogs. The majority of consumers typically struggle to name four or five brands of postnatal supplements and vitamins since it is not a heavily advertised category,” notes Shilpa Tiku, Chief Research Officer and Partner at verify Markets. Capsules were the most popular form factor in 2020 making up an estimated 50.0 percent of sales by revenue in 2020. Postnatal vitamins provide several essential vitamins and minerals some of which include – Vitamin D, Choline, DHA Omega-3, Iodine, Vitamin A, Vitamin C, Folate, Magnesium, Iron, Biotin, Omega-3 DHA, and others.
SHILPA TIKU POSTNATAL SUPPLEMENTS ARE ATTRACTING MILLENNIAL AND YOUNG MOMS
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