The rise in the instances of miscarriages on account of poor diet and hygiene will anchor the consumption of prenatal vitamin ingredients. Excessive intake of junk food has resulted in the scarcity of important nutrients in pregnant women that could adversely affect the fetus health and development. Furthermore, prenatal vitamin ingredients possess additional nutritional components that are not so easily sourced from regular food items and products.
Prenatal vitamin ingredients can be referred to as multivitamins mainly consumed by pregnant women. They are also recommended for women who are trying to conceive as they comprise of necessary nutrients to facilitate a better pregnancy cycle. These ingredients are rich in folic acid, and calcium that assist in the baby’s brain, spinal cord as well as bone development. They also have high iron content that urges the effective delivery of oxygen to the fetus, preventing any chances of premature or malnutritional growth.
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It has been reported that the global Prenatal Vitamin Ingredients Market size was over USD 50 million in 2018 and industry expects consumption at over 4.5 kilo tons by 2025.
Increasing demand for prenatal vitamin C
The industry share of prenatal vitamin C ingredients is estimated to register more than USD 2.5 million over the next few years. This can be owed to their higher preference as they help in tissue repair and wound healing, bone and teeth development of the babies. Human bodies require a regular supply of vitamin C as they promote the production of collagen, enhance the immunity system and their iron-absorbing abilities. This factor will add impetus to the penetration of prenatal vitamin C ingredients in food diets for pregnant women.
Liquid prenatal vitamins to see a considerable preference
The demand for liquid prenatal vitamin ingredients is likely to hit an exponential CAGR, considering their growing preference over large and difficult-to-swallow tablets and capsules. There are several adverse effects like stomachaches caused by the intake of pill-form prenatal vitamins. On the other hand, liquidized ingredients are easy to consume as they can be dissolved in any beverage of choice.
They are widely chosen by pregnant women in their first-trimester to counter nausea and sensitive gag reflexes. Owing to this and their higher protein content, the liquid form is one of the most recommended prenatal vitamin ingredients.
Competitive strategies and initiatives
Providers of prenatal vitamin ingredients are incorporating various strategies like acquisitions, mergers, and partnerships, as well as marketing initiatives like novel ingredient launches to extend their offerings across the world. The present COVID-19 pandemic may have also positively driven the requirement for prenatal vitamins. For instance, Mommy's Bliss, a renowned wellness firm in the U.S, in June 2020, expanded its portfolio for prenatal & postnatal multivitamins and supplements with some advanced innovations.
Deva Nutrition, Rainbow Light, Garden of Life, and Church & Dwight are some of the other leading suppliers operating in the sector.
Favorable policies have also been regulated to create awareness regarding the importance of prenatal vitamins. For instance, The American Pregnancy Association revealed that pregnant women should include over 71 grams of protein per day in their diets.
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