Leaders You Should Know in Postpartum Health Supplements Market
- Nestlé S.A.
- Amway Corp.
- Abbott Laboratories
- Bayer AG
- Herbalife Nutrition Ltd.
- Nature’s Bounty Co.
- Glanbia plc
- Church & Dwight Co., Inc.
- The Honest Company, Inc.
- New Chapter, Inc.
- Mama’s Select
- Pink Stork
- Pure Encapsulations, Inc.
- MegaFood
- Pharmavite LLC
What are postpartum health supplements?
The postpartum health supplements market comprises nutritional products formulated to support mothers’ recovery after childbirth by replenishing essential vitamins, minerals, and nutrients. These supplements help address fatigue, hormonal imbalance, immune health, and lactation support. The market is driven by rising awareness about maternal nutrition, growing demand for natural and organic ingredients, and increased healthcare spending. Expanding product availability through online platforms and personalized nutrition solutions further accelerates market growth across developed and emerging regions.
Market Growth
The global postpartum health supplements market size is calculated at US$ 1.52 billion in 2025, grew to US$ 1.66 billion in 2026, and is projected to reach around US$ 3.66 billion by 2035. The market is expanding at a CAGR of 9.14% between 2026 and 2035.
Company Landscape
New Chapter, Inc.
Company Overview:
- New Chapter, Inc. is a U.S.-based dietary supplement company specializing in organic, whole-food, and herbal formulations. It is recognized for its commitment to sustainability, certified B-Corp status, and focus on maternal wellness, including postpartum nutrition.
Corporate Information:
- Headquarters: Brattleboro, Vermont, United States.
- Year Founded: 1982, by Paul and Barbi Schulick.
- Ownership Type: Wholly-owned subsidiary of Procter & Gamble since acquisition in 2012.
History and Background:
- Founded in 1982 in Massachusetts, moved to Vermont in 1986.
- Acquired by P&G in 2012, becoming one of the first large supplement brands integrated into a major FMCG firm.
- In 2014 became a certified B-Corporation, highlighting its social and environmental mission.
Key Milestones/Timeline:
- 1982: Establishment of the company.
- 2003: Gained traction with herbal supplement Zyflamend.
- 2012: Acquisition by P&G.
- 2014: Certified B-Corp status.
- 2025: Implementation of the Upcycled Certified mark for fish oil lines.
Business Overview:
New Chapter operates in the nutritional supplements industry, focusing on health-through-whole-food and botanical-based products. It serves consumers seeking premium, sustainable wellness support, including postpartum women.
Business Segments/Divisions:
While detailed segmentation isn’t widely publicised, its offerings span multivitamins, minerals, herbal supplements, probiotics, and specialty wellness lines (including maternal/postnatal).
Geographic Presence:
Primarily U.S. headquartered, with international distribution via P&G’s network. Its organic and sustainable positioning supports reach into health-food retail, e-commerce, and natural channels globally.
Key Offerings:
- Multivitamins (e.g., women’s one-daily)
- Bone/plant calcium support
- Probiotics and fibre gummies
- Botanical herbal blends (e.g., Zyflamend)
- Omega-3 fish oil products (Wholemega)
End-Use Industries Served:
- Maternal health and postpartum nutrition
- General wellness and preventive health
- Nutraceutical retail and direct-to-consumer channels
- Natural/organic health-food store distribution
Key Developments and Strategic Initiatives:
- Mergers & Acquisitions: Acquisition by P&G in 2012.
- Partnerships & Collaborations: Focused on regenerative agriculture supplier partners, certified sourcing.
- Product Launches/Innovations: 2025 “Upcycled Certified” fish oil lines.
- Capacity Expansions/Investments: Investment in regenerative farming practices, zero-waste to landfill initiatives.
- Regulatory Approvals: As a dietary supplement maker, it adheres to GMPs and Non-GMO Project verification.
- Distribution Channel Strategy: Leveraging P&G’s global consumer goods channels plus natural/organic retail and online direct-to-consumer.
- Technological Capabilities/R&D Focus: R&D oriented toward organic, fermented and botanical forms; life-cycle assessment of carbon footprint.
- Core Technologies/Patents: Includes patent US for supplement with biotin, Reishi mushrooms, and algae (via P&G/New Chapter).
- Research & Development Infrastructure: Scientific advisory board, clinical research at institutions such as Columbia University and the Cleveland Clinic Foundation.
- Innovation Focus Areas: Regenerative agriculture sourcing, whole-food-based nutrient delivery, sustainable packaging, and waste reduction.
Competitive Positioning:
- Strengths & Differentiators: Certified B-Corp, strong sustainability credentials, whole-food/organic positioning, backing of P&G for scale.
- Market presence & ecosystem role: Recognised as a leader in the premium maternal/multivitamin niche and whole-food supplement category.
SWOT Analysis:
- Strengths: Strong brand reputation, organic credentials, sustainable sourcing.
- Weaknesses: Premium pricing may limit mass uptake; integration with P&G may dilute “natural” brand perception.
- Opportunities: Rising maternal/postpartum nutrition awareness globally; growth in direct-to-consumer and clean label demands.
- Threats: Regulatory scrutiny of supplements; competition from DTC disruptors and generics; supply-chain volatility for herbal/organic ingredients.
Recent News and Updates:
- In April 2025, the company launched its Upcycled Certified fish oil line.
- Employee reviews in April 2025 reflect improved culture but note limited growth opportunities.
- Recognised for sustainability and waste reduction in recent company disclosures.
Industry Recognitions/Awards:
- Certified B-Corporation status (major supplement firm).
- Recognised for regenerative agriculture sourcing and zero-waste initiatives.
- Featured in industry profiles as a leader in sustainable supplement manufacturing.
Garden of Life, LLC
Company Overview:
- Garden of Life provides whole-food, organic, vegan, and non-GMO certified nutritional supplements. It has built a strong reputation for clean-label products, including offerings tailored for prenatal and postnatal nutrition.
Corporate Information:
- Headquarters: United States (Exact city not specified in summary).
- Year Founded: [public sources vary; but notable as a supplement brand].
- Ownership Type: Private/part of broader ownership (some sources note corporate parent).
History and Background:
- Over time, the brand has emphasized certified organic, vegan, and non-GMO credentials and built credibility through third-party certifications.
- Has grown into one of the leading clean-label supplement brands focused on life-stage nutrition (pregnancy through postpartum).
Key Milestones/Timeline:
- Achieved carbon-neutral certification and introduced sustainable packaging efforts.
- Developed specialised postpartum/whole-mother nutrition formulations and expanded digital distribution, capturing ~52 % of its revenue from online channels.
- Business Overview: Garden of Life serves the nutraceutical market, focusing on maternal, prenatal, and postnatal health, as well as general wellness, sports nutrition, and clean-label supplements.
Business Segments/Divisions:
- Maternal & prenatal/postnatal supplements
- Multivitamins and minerals
- Specialty formulations (probiotics, protein powders, omega-3s)
- Sports and performance nutrition segments
- Geographic Presence: Products available in major U.S. retail chains, health-food stores, online marketplaces, with increasing international availability via e-commerce and global natural-product distribution.
Key Offerings:
- MyKind Organics Postnatal Multi (postnatal specific).
- Prenatal Gummies, omega-3 prenatal/lactation formulas.
- Whole-food multivitamins, vegan-certified complexes.
- Protein powders, greens blends, probiotics.
End-Use Industries Served:
- Maternal and postpartum nutrition
- General health & wellness
- Sports and active lifestyle nutrition
- Clean/organic supplement retail segment
Key Developments and Strategic Initiatives:
- Mergers & Acquisitions: While specific recent M&A in this niche brand has not been widely publicised, parent/ownership shifts are implied.
- Partnerships & Collaborations: Certified vegan, organic, gluten-free partnerships and third-party testing.
- Product Launches/Innovations: Noted 2024–25 launches in the postpartum segment, emphasizing wound healing care blends, clean-label botanicals.
- Capacity Expansions/Investments: Sustainability initiatives—carbon-neutral shipping, plastic reduction.
- Regulatory Approvals: Products manufactured in third-party certified facilities compliant with GMP; multiple third-party certifications.
- Distribution Channel Strategy: Mix of brick-and-mortar (grocery, pharmacies, health-food stores) and strong online presence (~52% of revenue).
- Technological Capabilities/R&D Focus: Emphasis on bioavailable nutrient forms, whole-food sourcing, and transparency in ingredient traceability.
- Core Technologies/Patents: While specific patents are not widely detailed, the brand emphasises proprietary whole-food nutrient complexes and third-party certifications.
- Research & Development Infrastructure: Internal formulation teams work with ingredient testing, third-party certifications, and clean-label transparency.
- Innovation Focus Areas: Clean-label, vegan, whole-food maternal/postnatal nutrition; sustainable sourcing; transparency and traceability.
Competitive Positioning:
- Strengths & Differentiators: Credible clean-label brand, strong certifications, wide distribution, trusted by health-conscious consumers.
- Market presence & ecosystem role: One of the top clean-label maternal supplement brands; significant online share and global reach.
SWOT Analysis:
- Strengths: Strong brand credibility, certified organic/vegan, robust digital model.
- Weaknesses: Premium pricing relative to mass-market brands; possible perception of being niche.
- Opportunities: Growing postpartum nutrition awareness globally; expansion in emerging markets; personalised subscription models.
- Threats: Competitive pressure from DTC brands, regulatory scrutiny of supplements, and ingredient supply chain risks.
Recent News and Updates:
- Healthline review (2025) emphasises Garden of Life’s carbon-neutral shipping and organic credentials.
- Market data (2025) indicates Garden of Life holds ~15.7% of the postpartum dietary supplement market.
Industry Recognitions/Awards:
- Certified B Corporation (reflecting high social/environmental standards) among supplement brands.
- Recognised in Healthline and other reviews for high-quality certifications and clean-label transparency.
Postpartum Health Supplements Market – Value Chain Analysis
R&D
The R&D process for postpartum health supplements involves research and needs assessment, detecting nutritional requirements to ensure regulatory compliance and product safety.
Key Players: New Chapter and MegaFood
Clinical Trials
The clinical trial process for postpartum health supplements includes several stages designed to ensure the product's safety and efficacy for both the mother and infant.
Key Players: Mama's Select and Pink Stork
Patient Services
Patient services processes related to postpartum health supplements focus mainly on nutritional counseling, prescribing necessary supplements, and mixing this support into a comprehensive, ongoing postpartum care plan.
Key Players: Nature's Way and Garden of Life
Recent Developments in the Postpartum Health Supplements Market
- In October 2025, Progyny, Inc., a worldwide leader in women’s health and family building solutions, announced the launch of its pregnancy, postpartum, and menopause programs for global employers
- In September 2025, UnitedHealthcare today announced the launch of UHC Store, a new online shopping experience within the UnitedHealthcare® app and on myuhc.com®, now available to more than 6 million eligible UnitedHealthcare members to expand to 18 million members this year.
- In January 2025, LOLA, a pioneer in organic feminine care and reproductive wellness, today announced its expansion into postpartum care. This strategic launch reflects LOLA's ongoing commitment to supporting women through every stage of their reproductive journey with products focused on ingredient transparency.
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