According to the latest market research report by Technavio, the maternity personal care market in Europe is expected to reach over USD 996 million by 2020. 

In this report, Technavio covers the present scenario and growth prospects of the maternity personal care market in Europe for 2016-2020. To calculate the market size, the report considers revenue generated from the retail and salon sales of maternity personal care products categorized by skin care, hair care, oral hygiene products, bath products, sun care, and depilatory products. “Personal care items such as medicated treatments for dandruff and sun protection products are considered as drugs. According to the EU Cosmetics Regulation, these products must receive premarket approval from the country's government and can only be sold on a prescription basis at drug stores. BPC manufacturers are increasingly expanding their distribution channels to include drug and healthcare stores at the retailer level along with traditional retail stores such as hypermarkets, supermarkets, grocery stores, and specialty retailers,” said Vijay Sarathi, one of Technavio’s lead industry analysts for retail goods and services.

Key leading countries for the maternity personal care market in Europe

• Germany

• France

• Russia

• Italy

• Spain

Germany: largest market for the maternity personal care market in Europe    

Germany is the largest country in terms of revenue generated in the  personal care products for maternity market in Europe, with a share of 12.72% in 2015. In the market in Western Europe, the country accounted for 18.09% of revenue during the same period.

The mean age of women at childbirth in Germany is currently 30 years, and this number is rising. Subsequently, vendors are increasingly targeting individuals in the 30-40 years bracket. L'Oréal is one of the key players in this market and offers leading brands like L'Oréal Paris, Garnier Fructis, Vive, SoftSheen-Carson, Matrix, and Redken. Another key vendor is Procter & Gamble, which offers brands like Olay, Pantene, Head & Shoulders, Crest, Oral-B, Gillette Venus, Clairol, and Wella Professionals. France: second largest market for the maternity personal care market in Europe France accounted for the second-largest share of the revenue generated in the personal care products for maternity market in Europe, with 11.13% in 2015. In the market in Western Europe, the country contributed 15.84% of the revenue. Consumers in France have high spending power, and this has been key to the country's growth in the European market. With product awareness increasing among women, demand for products with low chemical content has been on the rise. However, the country's decreasing birth rate will have a considerable negative impact on the market. Apart       from L'Oréal which is one of the key players in this market, Henkel and Beiersdorf also have significant presence in the country.

Maternity personal care market in Russia    

Russia accounted for 8.27% of the personal care products for maternity market in Europe in 2015, and for 27.82% of the market in Eastern Europe. Birth rate in the country has been growing, creating more opportunities for marketers of personal care products. Fertility rate in the country is also higher than that of the EU by 0.18 births per woman in 2013. An increase in the population of women in the country has thus       furthered the rise in fertility rate. These factors bodes well for the market and it is expected to witness steady growth over the course of the forecast period. 

Source:LONDON-BUSINESS WIRE