Effect of Mothers Working and Non Working Status on the Nutritional Status of...
Healthy Mothers creates Healthy Societies_Akhil
1. 1
A REPORT ON
“Healthy mothers creates Healthy Society”
Presented by:-
Akhil K.U
Batch (2015-2017)
University Roll No: S153F0004
July 2016
Intern at
SCHOOL OF BUSINESS, PUBLIC POLICY AND
SOCIAL ENTREPRENEURSHIP, AUD, DELHI
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ACKNOWLEDGEMENT
This project report is an outcome of the genuine support of many well-wishers, friends and it is
because of the cooperation that I received from various ends that this report has attained the
shape that it deserves.
I would like to take the opportunity to thank and express my deep sense of gratitude to my
corporate mentor Mr. Ishan Jha (Founder, CEO) and my faculty mentor Prof. Dr K Valentina. I
am greatly indebted to all of them for providing their valuable guidance at all stages of the study,
their advice, constructive suggestions, positive and supportive attitude and continuous
encouragement, without which it would have not been possible to complete the project.
I would also like to thank Mr Nidhi kaicker who in spite of busy schedule has co-operated with
me continuously and indeed, her valuable contribution and guidance have been certainly
indispensable for my project work.
I am thankful to Mr Ishan Jha for giving me the opportunity to work for his company.
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TABLE OF CONTENTS
Chapter No Title Page No.
EXECUTIVE SUMMARY
4
1
INTRODUCTION
5
2
RESEARCH DESIGN
12
2.1
Research problem
12
2.2
Research objective
12
2.3
Research motivation
12
2.4
Methodology
12
3
DATA ANALYSIS AND FINDINGS
13
3.1
Data collection
13
3.2
Data analysis
13
Inferences from case studies
14
Population trends
14
Fertility trends
16
Latin America has the youngest mothers
17
Infertility on the rise
20
Cost Factor
20
The role of maternity benefits
23
Child Care provision
30
Key Market trends
35
China
35
India
38
USA
40
4
CONCLUSIONS AND RECOMMENDATIONS
43
4.1
Conclusions
43
4.2
Recommendations
44
References
47
Appendices
48
4. 4
EXECUTIVE SUMMARY
Maternal health is not merely about being pregnant and delivering; it has a lot more to it. It
encompasses the health care dimensions of family planning, preconception, prenatal,
and postnatal care in order to reduce maternal morbidity and mortality.
This paper attempts to study and explore the potential benefits of the maternal products and
services, understanding why they matter and how will they deeply shape and change us as
individuals and as a society in terms of health and wellness
Through the paper I have been able to find out that there is a huge opportunity to embrace and
mainstream maternity products and services in the market and it is on the right track towards
achieving its goal.
Through the findings of the research, I have been able to conclude that the interest and awareness
about maternity products and services amongst people is increasing at an increasing rate, many
has already adopted the IVF fertility and the rest are willing to adapt to it.
As a suggestion then it has been recommended that in order to increase the number of sales or
increase in volumes certain steps will have to be taken by the companies which include focused
group marketing and marking competitive prices in order to attain large volumes of sales and in
general cater to a larger audience.
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INTRODUCTION
Better health is central to human happiness and well-being. It also makes an important
contribution to economic progress, as healthy population lives longer and is more productive.
The role God created for Eve was that of strengthening the family and the woman of 21st
century
still continues to do so. A 21st
century woman is an empowered-independent woman, whether
working or a housekeeper, she always ensures good health and well-being of herself and her
family.
Social, mental, emotional and spiritual health is as important as physical health. A woman plays
an influential role in determining such health. During pregnancy utmost care should be taken to
safeguard health of both, the mother and the child. The woman should strictly follow the diet and
medicines as prescribed by the doctor. Personal hygiene of each member, exceptionally of a
child is also important. A mother should teach her child proper sanitary habits so as to avoid any
illness. She must ensure that the floor of the house, the dishes that the family eats in, the bed they
sleep in and the clothes they wear are all clean.
As mentioned above emotional and mental health is equally important. A woman generally
being gentle-hearted must help her family members overcome stress, anger and unhappiness as it
may disturb their psychological and mental wellbeing. Spiritual health can be ensured by
practicing yoga and meditation and also engaging in activities and programs held by
organizations like Art of Living. A woman also shields social health of the family as it is she
who maintains relations and keeps the family together.
Health is a dynamic process. As our lifestyle change, so does our level of health. Personal
involvement and cooperation with the woman of the family will manifest complete protection of
family health. Mortality for women and children remains unnecessarily high due to several
factors such as illiteracy, unable to access voluntary family planning and maternal and child
health services and these are the cases in the developing countries. Family planning is being the
pioneered to contribute in reduction in deaths among women and children, but there are more
than 220 million women who would like to delay, space, or prevent pregnancy lack access to
modern contraceptive methods. There is a saying "if a woman is educated her whole family is
educated" but when a mother dies, her family breaks down. Her children are less likely to go to
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school, eat well, and get immunized against diseases, and there are chances that up to 10 times
more likely to die before their second birthday. Maternal health is not merely about being
pregnant and delivering; it has a lot more to it. It encompasses the health care dimensions
of family planning, preconception, prenatal, and postnatal care in order to reduce maternal
morbidity and mortality.
The United Nations Population Fund (UNFPA) estimated that 289,000 women died of pregnancy
or childbirth related causes in 2013. These causes range from severe bleeding to obstructed
labour, all of which have highly effective interventions. As women have gained access to family
planning and skilled birth attendance with backup emergency obstetric care, the global maternal
mortality ratio has fallen from 380 maternal deaths per 100,000 live births in 1990 to 210 deals
per 100,000 live births in 2013. This has resulted in many countries halving their maternal death
rates.
Every 90 seconds, a woman dies from a pregnancy-related complication. Maternal death or
injury can result from uncontrolled bleeding, infection, seizures, hypertensive disorders, birth
obstruction or other complications. Most of these factors are preventable and, ultimately, they are
closely linked to the low social status of women in poor countries. In addition, lack of access to
resources, underlying social and gender norms, and disrespect and discrimination within the
healthcare system limit a woman’s ability to access reproductive health services and information.
Inadequate health systems cannot provide the high-quality, lifesaving care women need for safe,
healthy childbirth.
Keeping aside the facts and figures and talking about the reality, what comes to one’s mind after
hearing the word ‘mother’? Leave behind the thought, a sudden feeling of calmness and safety
lightens us up. Talking about the thought, the term ‘mother’ brings along with it the thought of
‘family’; she is a one-woman army when it comes to raising a family. But the question is who
helps her nourish her own self or who raises her? She has long left behind the ones she called a
family to give birth to you; to start a family of her own. When we talk about a woman’s health,
we talk about from the very basic aspects which made her enter into womanhood; which made
her a woman from a girl and later will transform her into a more wiser one; an aged one.
Entering motherhood, she thinks could be the best decision of her life. Little does she know
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about the complications the happiness carries with itself. Pregnancy can be by choice or can even
be forced.
According to a study, there is contemporary policy concern about high rates of teenage
pregnancy in the world, and early motherhood is conceptualized as a social problem. Reasons for
teenage pregnancy could be numerous but what are more severe are its consequences; its
disadvantages.
Family disruptions and deprivation is one of the major causes of teenage pregnancy. It can be in
the form of family breakdown wherein girls might face frenetic relationships with their
stepfathers, with others neglected by birth from either both the parents or by any one of them.
Having ‘teen’ mothers could also lead to teenage pregnancy. While other cases may be due to a
family history of alcohol abuse, unhealthy partnering behaviour and sexual abuse within and
outside the family.
Teenage pregnancy or unwanted pregnancy is one of the outcomes of little or no sex education in
school to adolescents. A study shows, every fifth person on the globe is an adolescent. They
comprise 18% (1.2 billion) of world's population in 2009, with 88% living in developing
countries. India has the largest adolescent population (243 million with more than 50% of the
adolescent population living in urban areas). These figures indicate the importance of
specifically addressing the healthcare needs of this considerable demographic, particularly for
the developing countries such as India. Of course no sex education means that young people are
less likely to be informed about emergency contraception and are less likely to have been told
about physical changes related to puberty and are told much later about sexual feelings and
pressures to have sex.
For few women, pregnancy could be an opportunity to abandon education and that continuing
with education was not a priority for them, not even with the incentive of financial help. Risky
behaviors, such as early sexual activity and experimentation with drugs and alcohol as a result of
peer pressure or of having the opportunity to do so may provoke such pregnancies. Ignorance
about sex and contraception are potential risks associated with unintended pregnancy.
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Motherhood transforms every woman; it brings about a subtle change in her where she just wants
to give all she has to her child, irrespective of the fact whether the pregnancy is planned or
unplanned and whether she is a teenage mother or an adult. Women feel that they find a direction
for their lives, the feeling of contentment after giving birth to a child is incomparable to anything
and everything in the world. She transforms her world into her child’s world. From the very first
cry, to the first little steps the child takes, her happiness knows no limit at such moments.
In this life process, every woman is likely to forget her own self. She pays no heed to her own
health, to the body which made life possible for her little one.
Do this, do that, eat this, eat that, sleep this way, walk this way and what not is instructed to
pregnant women. To cut it short, there are a few necessities a pregnant woman should take care
of. Consulting a right gynecologist is the very first and most important decision that should be
taken right after your good news. Following it up with prescribed and healthy diet is
unavoidable. It is essential to remember that you now eat for two. Keeping fit by exercising,
again as prescribed by the doctor, goes hand in hand with eating right.
Quitting smoking and alcohol for few months would do no harm but would be beneficial for
the child’s health. Pregnancy is not a disease and you are not sick, just pregnant, so never
limit yourself to your room. Travelling and moving around are a must. Meeting the doctor
timely keeps you safe and informed. Unless your doctor tells you otherwise, sex is safe.
Reading about pregnancy on the internet, talking to the existing mothers around you,
sharing your feelings and thoughts with your partner will keep you engaged and will make
you proud of your decision.
Going back to the kick start of the study, we have the answer. Nearly all maternal deaths are
preventable through timely prenatal and postnatal care, skilled birth attendance during
delivery and the availability of emergency care to deal with complications. The health
benefits of spacing and limiting births for mothers and children with family planning
services are well known. Millennium Development Goal 5 focuses on reducing the maternal
mortality ratio (MMR) by 75 percent between 1990 and 2015 and ensuring universal access
to reproductive health by 2015.
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Maintaining the good-healthy routine after birth is just as important as it is during pregnancy.
GLOBL MARKET TRENDS
Pre-natal mothers and nursing mothers act as a lucrative segment for marketers. By giving
them a good quality service within a short period of time can create a bond with a brand that
they can remember next time around.
Expectant women often make major changes in their consumption pattern and shopping
habits during this stage of their lives and are willing to spend to make sure of their own
comfort and well-being and the health of their baby during pregnancy and beyond.
During this time parents and parents to be are price sensitive and time starved. They just
want the best service and quality of the product which can offer them both convenience and
value. due to urbanization and smaller households , a large portion of women entering higher
education and careers, population control especially in china and easily accessible to
contraception methods , it led to fewer births in most of the countries.
High unemployment rate and global recession had impacted many couples in the developed
countries to start a family until and unless they are being able to afford to bring up a baby.
Advancement in technology especially in fertility treatments and growing surrogacy industry
and also lower infant mortality rate results more aspiring parents are able to children.
China's one child policy has been a huge success since as the birth rate declined after 1980.
However, number of births rose by 2% in 2012 as the year of dragons as many couples to
wait for until 2011 to try out for a new baby.
Developing countries such as India, South Africa, Philippines and Venezuela birth rates
remain very high- at over 20 births per 1000 people. However, there is only limited demand
for pregnancy and baby related products due to lower purchasing power. Here in India, over
27 million pregnancies each year happened between 2007 and 2014 as compared to 16
million pregnancies in china which is the most populous country.
In developed countries such as the US had the highest number of births at some 4 million a
year where the average spending remaining high among parents to be, new parents and
gifting friends and family.
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The average age of women at first childbirth increased from 24.9 to 25.6 with the
parenthoods increasingly delayed are in their 30s or 40s as there has been a long-term trend
towards having babies later in life.
as per ageing populations and low birth rates developed markets such Italy, Germany, japan,
south Korea had the oldest average first-time mothers which are 30 years or older.
Developing countries such India and Latin America has the youngest first-time mothers. in a
case of UK, the average age of first time dropped decline due to a high rate of teenage
pregnancies.
Fertility rates have dropped tremendously over from five years from 3.2 in 2007 to 3 in 2012.
In terms of families being the largest developing countries such as India, Venezuela, South
Africa and the Philippines reflecting higher birth rates. in the case of developed countries
such as UK and France, women had the largest number of children with an average of 2 and
next is the Australia and us with close to 1.9. In countries such as japan, Italy and Germany,
they had the lowest fertility rates at 1.4.
Growing markets such as IVF, AI treatment and surrogacy has led to a change in the field of
medical science as the number of couples facing fertility has increased over the last couple of
decades due to the environmental factor and increasing the age of childbearing.
Some of the major factors such as parental leave, availability of low-cost child care and
maternity benefits play a major role in couple decision to have a baby during the time of the
unemployment. Most of the women must choose between children and work if their
disposable income is low. Also around in 187 countries , paid leave is guaranteed for
working mothers except in the case of a country like the US which offers non-paid leave for
mothers.
Parents to be are in dire need of consultation, information and various other facts related to
babies are now easily available in social media, websites and mobile apps also. These
marketers monitor the habits of parents to be and give a reminder or notification about
certain elements.( like the care buddy did) and respond to their need. Parenting websites such
as babycenter.com(US), baby tree( China), Mumsnet( UK) are easily accessible and available
for those who want to conceive and guidance etc.
Mobile apps played an important role for the aspiring and expectant parents as the mobile
app keep a tab from fertility information to reminders or notifications of medicines till the
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post pregnancy guidance and support. these apps keep them organized and informed and
giving them proper advice and fitness training for nursing mothers
Expectant women are advised to have a proper diet regime in order to protect their and their
baby health. During this time, marketer sees this as an opportunity and targets them with
organic foods, supplementary diets, functional foods, vitamins and dietary supplements. They
are forced to change their diet and avoid products such as caffeine, alcohol, raw eggs and
chemical additives. During this phase, pregnant women have an obsession with cleaning,
organizing and tidying which can lead to higher sales of household chores products and
disinfectants among the consumer segment.
Various ailments such as morning sickness, heartburn, acne, and general ache and pains
occurred during pregnancy due to carrying extra weight. Some OTC (over the counter)
products are safe to use during pregnancy and it raises hopes for many pharmaceutical
companies to produce such kind of product.
Pregnant women are often advised to take nutritional supplements such as vitamin d and folic
acid and other prenatal vitamins and minerals which are easily available in the markets.
Expected mother are following the trend of "baby moons" or maternity break where the
expectant parents have a final trip together before having a child. Some of the tour companies
and hotels have started this initiative and offering them luxurious facilities like never before.
Pregnant celebrities have become important criteria for promoting products from maternity
dresses to maternity products. they are aware of the celebrities of stay fit and remain stress-
free even after pregnancy and for that, they need to regain that shape as quickly as possible.
For that, pregnancy yoga classes, mum to be pampering treatment, following the led websites
of different celebrities are quite popular. The effect of celebrity influence on the pregnancy
market was particularly way back in 2013 where celebrities such as Kim Kardashian and
Duchess of Cambridge in the UK.
Popular cultures such as baby shower and offering them a new range of gifts also created
huge opportunities for big business in a range of areas such as baby goods, personal care
products, nursery toys and other services.
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Chapter 2: Research Design
2.1 Research Problem: Maternal mortality is nothing short of an epidemic. Family cannot be
economically healthy if it is not physically healthy. The problem definition here is to study
the right to health awareness of health and nutrition among women during pre-natal and post-
natal and the easily accessible to services.
2.2 Research Objective: The research aims at Women have access to health and wellness
during pregnancy. The research also aims at the insight of the marketers particularly during
pre-natal and post-natal and suggests appropriate recommendations for marketers during this
stage.
2.3 Research Motivation: The motivation for choosing this topic was both personal and
professional interest as I am keen to align my interest and understanding of consumer health
and wellness and the implications of maternity in the context of this research. Moreover, my
internship with Carebuddy has inspired me to work in the healthcare industry and find out
the perfect solution of many issues face by different individuals specially the mothers.
2.4 Methodology: In order to find out the actual global scenario of maternity products and
services and how women can access the quality sexual and maternal health which is a
fundamental right and development issue. Also, in order to find the growth prospects for the
maternity products and services and to analyze them in the global scenario, Qualitative
analysis has been done. The interviews were conducted to develop a new perspective for the
study of maternal health and wellness.
.
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Chapter 3: Data Analysis and Findings
3.1 Data collection
(Primary data: Interviews and Secondary data: Cases).
Here, primary data refers to collection of data collected directly from pregnant women,
doctors, parents to be in the form of interviews, while secondary data refers to information
garnered from the books (cases), journals, and websites. The data for maternal health and
wellness and other factors related to it has been obtained from Euromonitor. Semi structured
in depth interviews of 5 people were conducted to gather information about the maternity.
3.2 Data analysis
This analysis has been done on the basis of interviews that were conducted in the
premises of Max hospital during the last week of internship in the company. In order to
diversify the basket of information, the interviewees were selected from five people.
2 – Pregnant women
1 – Gynecologist
1 - Expected women
After the critical analysis of the interview transcripts, the following observations were
derived:
1. In 3 out of 5 interviews, interviewees mentioned about the importance of health and
wellness during prenatal as it is the most vital phase of any pregnant women.
According to the doctor, “Keeping fit by exercising goes hand in hand with eating
right.” The views of the two pregnant women were similar in most of the cases. On
the other hand, the expected women said the following, “Meeting the doctor timely
keeps you safe and informed. Unless your doctor tells you otherwise, sex is safe.
Reading about pregnancy on the internet, talking to the existing mothers around you,
sharing your feelings and thoughts with your partner will keep you engaged and will
make you proud of your decision.”
From the observations as mentioned above, we can infer that Maintaining the good-
healthy routine after birth is just as important as it is during pregnancy
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2. According to the Doctor, “Quitting smoking and alcohol for few months would do no
harm but would be beneficial for the child’s health. Pregnancy is not a disease and
you are not sick, just pregnant, so never limit yourself to your room. Travelling and
moving around are a must.
Infereneces from the case studies
Population Trends
Birth rates stagnate
One of the most vital factors that affect the market for Pre-natal products and services is the birth
rate. The more the babies are born, the more demand is for the baby items. It remained stable in
most of the countries over the period of 2007-2012.the long term. The factors which led to births
in the following ways:
1. Rising population in the urban cities bringing a trend together towards nuclear families
and smaller households
2. Women entering higher education and wants to build a career people are waiting longer
before starting a new family and other remedies better birth control and wider availability
of contraception’s
3. One child policy in China which is the most populous country in the world
4. Lower infant mortality rate which results in better nutrient and medical advances,
combined with surrogacy business and advancement in the field of medical science
5. On the other hand, lower infant mortality as a result of better nutrition and medical
advances, combined with the growth of the surrogacy business and advancement in
fertility treatments which means many people lost their children or unable to conceive are
able to have healthy babies after this treatment.
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Birth rates in key countries in 2012
(Source : Euromonitor)
Russia experienced a significant growth in birth rates from 11.3 in 2007 to 13.4 birth per 1,000
population in 2012 due to policy launched by the government of Russia where they will get a
certain amount of money when they have more than one child in 2007. China’s birth rate has
been stable for several years due to its one child policy but it again raises during its year of the
dragon as it is considered to be one of the luckiest lunar years in Chinese calendar this bought a
flourishing market for maternity and baby care market.
Birth rates remain very high in a number of other developing markets where it was more than 20
births per 1,000 population in India, South Africa and other south Asian countries in 2012. While
latin American countries such a Mexico, Argentina, Brazil and other countries such as Indonesia
and Turkey saw rates of more than 15 per 1,000 population. Due to lower purchasing power in
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these markets, there is still a limited demand for the maternity and baby care products as
compared to the mature markets in the western countries.
Fertility Trends
Women wait longer to have children
Women tend to pursue a career first rather start to have a family. It has been a long trend and
over the last decade, the average age of women at first childbirth has increased from 24.9 to 25.6
years. This shows parenthood is increasingly delayed over the last couple of years and decide to
have a child in their 30s or 40s or while many decide not to have at all, many decide not to have
children at all.
Most of the countries, the family is considered to be the lifestyle rather than a marker of
adulthood. Young women pursue their career first and then think of a family. Most of them are
going to college and following careers that allow them financial stability to live all by
themselves. This is generally in the case of urban cities where I single lifestyle can change the
mindset of the young people.
Urbanisation has created havoc among young people to relocate from rural to urban areas and
even in abroad for a number of years in search of the job. This is particularly in the case of
developing countries and has created a mobility among these generations, which again means
they have less time for parenthood and family sizes reduced. More importantly, they are much
aware of the contraception and other methods, which is widely more available.
Developed markets such as Germany, Italy, South Korea, Switzerland and Japan had the oldest
first-time mothers which is 30 as compared to the global average of 25. This makes the ideal
choice of marketers pf premium goods and services in the maternity segment as they have more
discerning choice in baby products.
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Latin America has the youngest mothers
According to the Euromonitor data, the other end of the scale, the youngest first-time mothers
were to be found in Latin America (Venezuela, Brazil, Argentina, and Mexico), as well as India.
The average age of first-time mothers in India has hardly changed over the last decade, at just
over 19 in 2012; while in Mexico the age has come down from 19.7 years in 2002 to just 19.0 in
2012.
Another report, by the Pew Research Center, found that in the past two decades, the broad trend
in the US towards delaying motherhood has stretched across all ethnic and income groups. At the
same time, more women are remaining childless, either by choice or circumstance. In the US, it
was recently reported that 20% of women in their 40s did not have children.
Average Age of Women at First Childbirth by Key Country 2002/2007/2012
Countries 2002 2007 2012
Germany 28.2 29.9 30.4
Italy 29.3 29.9 30.4
South Korea 28.1 29.4 30.3
Switzerland 28.9 29.8 30.3
Japan 28.4 29.4 30
Greece 28.1 29.2 29.7
Canada 28.5 28.8 29.4
Netherlands 28.8 29 29.2
Denmark 29 29.2 29.1
Spain 25.9 27.6 28.7
Hungary 28.3 27.9 28.5
Sweden 27.5 28.1 28.4
France 27.7 27.2 28.1
Finland 27.4 27.7 28.1
Taiwan 27 27.7 28.1
Austria 27.7 27.7 28
Norway 26.9 27.8 27.9
Australia 28.1 26.9 26.9
Belgium 27.3 25.9 26.3
UK 26.9 25 26.3
Malaysia 24.6 24.4 24.9
Poland 25.1 24.3 24.7
US 25.1 23.3 23.9
18. 18
Thailand 23.7 23.2 23.5
China 23.1 23.1 23
Russia 23.3 23.2 23.1
Indonesia 22.6 24.4 24.9
Turkey 22.1 24 24
South Africa 23.1 23.3 23.9
Philippines 22 23.1 23
Venezuela 23.2 22.1 22.5
Brazil 22 23.1 22.4
Argentina 21.1 20.7 20.6
India 19.2 19 19.1
Mexico 19.7 19.3 19
WORLD 24.9 25.3 25.6
(Source : Euromonitor)
Fertility trends
Fertility rates by key countries 2007-2012
Children per female
2007 2008 2009 2010 2011 2012
Philippines 3.3 3.3 3.2 3.2 3.1 3.1
India 2.7 2.7 2.7 2.6 2.6 2.6
Venezuela 2.6 2.5 2.5 2.5 2.4 2.4
South Africa 2.6 2.5 2.5 2.5 2.4 2.4
Malaysia 2.3 2.3 2.3 2.2 2.2 2.2
Argentina 2.3 2.2 2.2 2.2 2.2 2.2
Mexico 2.4 2.4 2.4 2.3 2.3 2.2
Indonesia 2.2 2.2 2.1 2.1 2.1 2.1
France 2.0 2.0 2.0 2.0 2.0 2.0
Turkey 2.2 2.2 2.1 2.0 2.0 2.0
UK 1.9 2.0 1.9 2.0 2.0 2.0
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Fertility rates have dropped in the long term and continued to fall over a period of time from 3.2
children in 2007 to 3.0 in 2012. The highest being the Philippines at 3.1 children per women
followed by India(2.6), Venezuela and south Africa( each at 2.4). in case of developed markets,
French and British women had the largest number of children at 2.0 followed by Australia and
U.S( each at 1.9). Germany and Italy had extremely low birth rates at 1.4 which shows the
ageing populations.
Infertility on the rise
infertility rates are affected by couples in emerging markets. A recent WHO report found that the
number of couples suffering from infertility has increased over the last 20 years or so, from
around 42.0 million in 1990 to 48.5 million in 2010. Of these, 19.2 million were unable to have a
first child and 29.3 million are unable to have an additional child (China excluded).
It can be caused due to environmental, genetic or dietary factors which may affect women or
men also resulting in an ability to become parents. Some have hypothesised that sperm quality is
declining, but the WHO report states that this has not been proven. The increasing age of
childbearing could also be contributing to the prevalence of infertility, especially the second time
around.
The Cost Factor
Incomes remain stagnant in the West
Economic condition has impacted on both on the number of pregnancies and on how they much
the consumers spend. Raising a family is an expense and delay in this milestone could hamper
family planning in the near future. If they become pregnant during recession or during economic
crisis, they tend not to spend as they would during booming economy.
Globally, per household disposable income rose by 18% over a period of 20007-2012.despie
during the global recession. Except Australia and Switzerland was an exception to the rule, with
a whopping disposable income of US$115,621, having leapt by 55%. Average income in the US
grew by 8% to US$97,173 which implies a baby in the US are among the highest in the world
According to a study by the International Federation of Health Plans, the average amount paid
for childbirth in 2012 was US$9,775 (US$15,041 for a C-section).
21. 21
Disposable Income
US$ 2007 2012 % growth
Switzerland 85,299 116,515 36.6
Australia 74,737 115,621 54.7
US 89,686 97,173 8.3
Canada 66,425 81,051 22.0
Japan 52,582 73,448 39.7
Austria 65,091 69,191 6.3
France 62,422 65,581 5.1
Belgium 59,813 64,575 8.0
Denmark 55,114 62,345 13.1
Italy 61,201 59,780 -2.3
Finland 51,440 59,631 15.9
Germany 54,029 58,556 8.4
Sweden 47,909 57,400 19.8
UK 63,770 56,954 -10.7
Netherlands 52,509 53,271 1.4
Spain 53,698 52,246 -2.7
Greece 58,915 50,662 -14.0
Taiwan 37,118 42,261 13.9
South Korea 36,371 35,400 -2.7
Turkey 26,376 29,266 11.0
Mexico 27,359 27,607 0.9
Czech Republic 21,341 26,635 24.8
22. 22
Brazil 15,682 26,512 69.1
Malaysia 16,004 22,558 41.0
Poland 19,221 22,459 16.8
Venezuela 16,473 22,401 36.0
Argentina 13,724 20,590 50.0
Russia 13,371 20,088 50.2
Hungary 18,951 19,246 1.6
South Africa 12,775 16,434 28.6
Thailand 8,408 10,577 25.8
China 5,264 10,326 96.2
Philippines 6,071 8,157 34.3
Indonesia 4,868 7,731 58.8
India 4,215 6,225 47.7
WORLD 20,010 23,555 17.7
(Source : Euromonitor)
Average incomes actually declined (in US dollar terms) in countries such as Italy (-2%), the UK
(-11%), Spain (-3%), Greece (-14%) and South Korea (-3%). A report carried out in the UK by
Opinium Research for MoneySupermarket, in early 2013, revealed that as many as 37% of
expectant parents were worried about how they would afford the cost of having a baby.
Most emerging markets saw their incomes increase rapidly in the five years to 2012, though from
a relatively low base. In China, average household incomes almost doubled, from US$5,264 to
US$10,326. This makes China a particularly attractive market for consumer goods of all types,
including pregnancy and baby products.
23. 23
The Role of Maternity Benefits
Paid leave eases financial burden
Maternity benefits and parental leave plays an important role in every couple major decision to
have a baby, especially during hard times. These things can impact on a child’s life. According
to a report by the NGO Save The Children, in countries with longer periods of parental leave,
children were found to be breastfed for longer and their life expectancy was higher.
A report by the International Labour Organization (ILO) revealed that in at least 178 countries
around the world, paid leave is guaranteed for working mothers; while more than 50 countries
provide wage benefits for fathers. The US being the only developed economy which doesn’t
provide maternity financial support for mothers. While other countries provide at least 8 weeks
of maternity benefits to the women.
According to OECD reports, mothers are entitled to paid leave with employment protection in all
OECD countries except the US. Legal entitlements to paternity leave exist in around half of
OECD countries, with payment rates at 100% of salary, but the duration is much shorter. For
instance, in certain European countries such as Spain, Netherland, Austria has paternity leave
amounts to three days or less.
Maternity leave in different countries
Categories Geographies 2010 2011 2012 2013 2014 2015
Length of Maternity
Leave
Afghanistan - weeks 13.00 13.00 13.00 13.00 13.00 13.00
Length of Maternity
Leave
Armenia - weeks 20.00 20.00 20.00 20.00 20.00 20.00
Length of Maternity
Leave
Azerbaijan - weeks 18.00 18.00 18.00 18.00 18.00 18.00
Length of Maternity
Leave
Bangladesh - weeks 16.00 16.00 16.00 16.00 16.00 16.00
Length of Maternity
Leave
Brunei – weeks 9.00 9.00 9.00 9.00 9.00 9.00
Length of Maternity
Leave
Cambodia - weeks 13.00 13.00 13.00 13.00 13.00 13.00
Length of Maternity
Leave
China – weeks 14.00 14.00 14.00 14.00 14.00 14.00
Length of Maternity
Leave
Fiji – weeks 12.00 12.00 12.00 12.00 12.00 12.00
Length of Maternity
Leave
Hong Kong, China –
weeks
10.00 10.00 10.00 10.00 10.00 10.00
Length of Maternity
Leave
India – weeks 12.00 12.00 12.00 12.00 12.00 12.00
Length of Maternity Indonesia - weeks 13.00 13.00 13.00 13.00 13.00 13.00
24. 24
Leave
Length of Maternity
Leave
Japan – weeks 14.00 14.00 14.00 14.00 14.00 14.00
Length of Maternity
Leave
Kazakhstan - weeks 18.00 18.00 18.00 18.00 18.00 18.00
Length of Maternity
Leave
Kiribati – weeks 12.00 12.00 12.00 12.00 12.00 12.00
Length of Maternity
Leave
Kyrgyzstan - weeks 18.00 18.00 18.00 18.00 18.00 18.00
Length of Maternity
Leave
Laos – weeks 13.00 13.00 13.00 13.00 13.00 13.00
Length of Maternity
Leave
Malaysia - weeks 9.00 9.00 9.00 9.00 9.00 9.00
Length of Maternity
Leave
Mongolia - weeks 17.00 17.00 17.00 17.00 17.00 17.00
Length of Maternity
Leave
Myanmar - weeks 12.00 12.00 12.00 12.00 12.00 12.00
Length of Maternity
Leave
Nepal – weeks 7.00 7.00 7.00 7.00 7.00 7.00
Length of Maternity
Leave
Pakistan - weeks 12.00 12.00 12.00 12.00 12.00 12.00
Length of Maternity
Leave
Papua New Guinea
– weeks
6.00 6.00 6.00 6.00 6.00 6.00
Length of Maternity
Leave
Philippines - weeks 9.00 9.00 9.00 9.00 9.00 9.00
Length of Maternity
Leave
Singapore - weeks 16.00 16.00 16.00 16.00 16.00 16.00
Length of Maternity
Leave
Solomon Islands –
weeks
12.00 12.00 12.00 12.00 12.00 12.00
Length of Maternity
Leave
South Korea –
weeks
13.00 13.00 13.00 13.00 13.00 13.00
Length of Maternity
Leave
Sri Lanka - weeks 12.00 12.00 12.00 12.00 12.00 12.00
Length of Maternity
Leave
Tajikistan - weeks 20.00 20.00 20.00 20.00 20.00 20.00
Length of Maternity
Leave
Thailand - weeks 13.00 13.00 13.00 13.00 13.00 13.00
Length of Maternity
Leave
Turkmenistan –
weeks
16.00 16.00 16.00 16.00 16.00 16.00
Length of Maternity
Leave
Uzbekistan - weeks 18.00 18.00 18.00 18.00 18.00 18.00
Length of Maternity
Leave
Vanuatu - weeks 13.00 12.00 12.00 12.00 12.00 12.00
Length of Maternity
Leave
Vietnam - weeks 17.00 17.00 17.00 17.00 17.00 17.00
Length of Maternity
Leave
Australia - weeks 52.00 52.00 52.00 52.00 52.00 52.00
Length of Maternity
Leave
New Zealand –
weeks
14.00 14.00 14.00 14.00 14.00 14.00
Length of Maternity
Leave
Albania - weeks 52.00 52.00 52.00 52.00 52.00 52.00
Length of Maternity
Leave
Belarus - weeks 18.00 18.00 18.00 18.00 18.00 18.00
Length of Maternity Bosnia-Herzegovina 52.00 52.00 52.00 52.00 52.00 52.00
25. 25
Leave – weeks
Length of Maternity
Leave
Bulgaria - weeks 32.00 32.00 32.00 32.00 32.00 32.00
Length of Maternity
Leave
Croatia – weeks 61.00 61.00 61.00 58.00 58.00 58.00
Length of Maternity
Leave
Czech Republic –
weeks
28.00 28.00 28.00 28.00 28.00 28.00
Length of Maternity
Leave
Estonia - weeks 20.00 20.00 20.00 20.00 20.00 20.00
Length of Maternity
Leave
Georgia - weeks - - - 18.00 18.00 18.00
Length of Maternity
Leave
Hungary - weeks 24.00 24.00 24.00 24.00 24.00 24.00
Length of Maternity
Leave
Latvia – weeks 16.00 16.00 16.00 16.00 16.00 16.00
Length of Maternity
Leave
Lithuania - weeks 18.00 18.00 18.00 18.00 18.00 18.00
Length of Maternity
Leave
Macedonia - weeks 39.00 39.00 39.00 39.00 39.00 39.00
Length of Maternity
Leave
Moldova - weeks 18.00 18.00 18.00 18.00 18.00 18.00
Length of Maternity
Leave
Montenegro - weeks - - - 52.00 52.00 52.00
Length of Maternity
Leave
Poland – weeks 20.00 20.00 20.00 26.00 26.00 26.00
Length of Maternity
Leave
Romania - weeks 18.00 18.00 18.00 18.00 18.00 18.00
Length of Maternity
Leave
Russia – weeks 20.00 20.00 20.00 20.00 20.00 20.00
Length of Maternity
Leave
Serbia – weeks 20.00 20.00 20.00 20.00 20.00 20.00
Length of Maternity
Leave
Slovakia - weeks 28.00 28.00 28.00 34.00 34.00 34.00
Length of Maternity
Leave
Slovenia - weeks 15.00 15.00 15.00 15.00 15.00 15.00
Length of Maternity
Leave
Ukraine - weeks 18.00 18.00 18.00 18.00 18.00 18.00
Length of Maternity
Leave
Antigua - weeks 13.00 13.00 13.00 13.00 13.00 13.00
Length of Maternity
Leave
Argentina - weeks 13.00 13.00 13.00 13.00 13.00 13.00
Length of Maternity
Leave
Bahamas - weeks 12.00 12.00 12.00 12.00 12.00 12.00
Length of Maternity
Leave
Barbados - weeks 12.00 12.00 12.00 12.00 12.00 12.00
Length of Maternity
Leave
Belize – weeks 14.00 14.00 14.00 14.00 14.00 14.00
Length of Maternity
Leave
Bermuda - weeks 12.00 12.00 12.00 12.00 12.00 12.00
Length of Maternity
Leave
Bolivia – weeks 12.00 12.00 12.00 13.00 13.00 13.00
Length of Maternity
Leave
Brazil – weeks 17.00 17.00 17.00 17.00 17.00 17.00
Length of Maternity British Virgin Islands 13.00 13.00 13.00 13.00 13.00 13.00
26. 26
Leave – weeks
Length of Maternity
Leave
Chile – weeks 18.00 18.00 18.00 18.00 18.00 18.00
Length of Maternity
Leave
Colombia - weeks 12.00 14.00 14.00 14.00 14.00 14.00
Length of Maternity
Leave
Costa Rica - weeks 16.00 16.00 16.00 17.00 17.00 17.00
Length of Maternity
Leave
Cuba – weeks 18.00 18.00 18.00 18.00 18.00 18.00
Length of Maternity
Leave
Dominica - weeks 12.00 12.00 12.00 12.00 12.00 12.00
Length of Maternity
Leave
Dominican Republic
– weeks
12.00 12.00 12.00 12.00 12.00 12.00
Length of Maternity
Leave
Ecuador - weeks 12.00 12.00 12.00 12.00 12.00 12.00
Length of Maternity
Leave
El Salvador - weeks 12.00 12.00 12.00 12.00 12.00 12.00
Length of Maternity
Leave
Grenada - weeks 12.00 12.00 12.00 12.00 12.00 13.00
Length of Maternity
Leave
Guatemala - weeks 12.00 12.00 12.00 12.00 12.00 12.00
Length of Maternity
Leave
Guyana - weeks 13.00 13.00 13.00 13.00 13.00 13.00
Length of Maternity
Leave
Haiti – weeks 6.00 6.00 6.00 6.00 6.00 6.00
Length of Maternity
Leave
Honduras - weeks 10.00 10.00 10.00 10.00 10.00 10.00
Length of Maternity
Leave
Jamaica - weeks 8.00 8.00 8.00 8.00 8.00 8.00
Length of Maternity
Leave
Mexico – weeks 12.00 12.00 12.00 12.00 12.00 12.00
Length of Maternity
Leave
Nicaragua - weeks 12.00 12.00 12.00 12.00 12.00 12.00
Length of Maternity
Leave
Panama - weeks 14.00 14.00 14.00 14.00 14.00 14.00
Length of Maternity
Leave
Paraguay - weeks 9.00 9.00 9.00 9.00 9.00 9.00
Length of Maternity
Leave
Peru – weeks 13.00 13.00 13.00 13.00 13.00 13.00
Length of Maternity
Leave
Puerto Rico - weeks - - - 8.00 8.00 8.00
Length of Maternity
Leave
St Kitts – weeks 13.00 13.00 13.00 13.00 13.00 13.00
Length of Maternity
Leave
St Lucia - weeks 13.00 13.00 12.00 13.00 13.00 13.00
Length of Maternity
Leave
St Vincent and the
Grenadines - weeks
13.00 13.00 13.00 13.00 13.00 13.00
Length of Maternity
Leave
Trinidad and Tobago
– weeks
13.00 13.00 13.00 13.00 13.00 13.00
Length of Maternity
Leave
Uruguay - weeks 12.00 12.00 12.00 12.00 12.00 12.00
Length of Maternity
Leave
Venezuela - weeks 18.00 18.00 18.00 26.00 26.00 26.00
Length of Maternity Algeria – weeks 14.00 14.00 14.00 14.00 14.00 14.00
30. 30
Leave
Length of Maternity
Leave
Netherlands - weeks 16.00 16.00 16.00 16.00 16.00 16.00
Length of Maternity
Leave
Norway - weeks 35.00 35.00 35.00 35.00 35.00 35.00
Length of Maternity
Leave
Portugal - weeks 17.00 17.00 17.00 17.00 17.00 17.00
Length of Maternity
Leave
Spain - weeks 16.00 16.00 16.00 16.00 16.00 16.00
Length of Maternity
Leave
Sweden - weeks 14.00 14.00 14.00 14.00 14.00 14.00
Length of Maternity
Leave
Switzerland - weeks 14.00 14.00 14.00 14.00 14.00 14.00
Length of Maternity
Leave
Turkey - weeks 16.00 16.00 16.00 16.00 16.00 16.00
Length of Maternity
Leave
United Kingdom –
weeks
52.00 52.00 52.00 52.00 52.00 52.00
(Source : Euromonitor)
CHILD CARE PROVISION
Lack of affordable care
Child care is one of the biggest problems for all the working women. Due to unavailability of
affordable child care facilities in many countries, these women restrict themselves from having
babies. Many of them have to make a decision, that is opting between career and children,
especially if they belong to the low-income group.
In August 2010, the OECD published the results of the gender brief study, which includes 32
industrialized nations, revealed that 13% of the average amount of family's net income is spent
on child care across all OECD countries. The result varied considerably across the countries,
from 33% in the UK to just 4% in Portugal.
In the UK, the private sector looks after the provision of child care. According to the charities
report, due to the government help to the lower income group for child care (in the form of tax
credits), it pushes up to the middle-class families. In Central London, the state provides 12.5
hours of free childcare places for 38 weeks of the year, but the average cost of a full-time nursery
place for an under two-year-old is around £167 a week, rising to as high as £375 a week.
31. 31
A 2010 survey by workingmums.co.uk found that 44% of UK parents made use of grandparents
for their child care needs, 40% used nurseries and the rest childminders, friends or another
family. Just 4% used a nanny or au pair. With regards payment, 44% paid nothing for child care,
23% paid up to £250 per month, 24% between £250 and £750 per month and 9% paid over £750
per month.
Swedish parents benefit from generous child care funding
Other EU countries tend to provide much higher levels of child care funding to enable mothers to
work. For example, in Sweden, pre-school places are available from the age Swedish parents to
benefit from generous child care funding.
To enable mothers to work , other EU countries provide much higher level of child care funding.
For example, in Sweden, pre-school places are available from the age of one, and parents need to
contribute no more than 3% of their monthly income per child. In France , to keep women in
workforce many French companies offer child care facilities on their premises, the state provides
good funding for child care centers, with pre-school education, at the école maternal, available
for children from the age of three years old.
In Australia, the government's Child Care benefit scheme provides very limited assistance.
Although it has a large child care industry, in many inner-city areas and some rural areas,
availability is limited and waiting periods very long.
In Germany, to provide a better working condition for women the government extend the
provision of child care facilities, such as kindergartens. According to the Federal Statistical
Office, 99,000 children went to kindergarten in 2009, a 15% increase on the figure for 2008.
In Japan, according to the recent article from CNN , Child care facilities heavily oversubscribed,
the main problem the parents face while searching for an affordable child-care are non-existent
nanny culture, child care facilities for babies, called hoikuens (literally “nurturing gardens”) are
essential for any working mother. The most affordable option are public or government-
subsidised hoikuens cost around US$600-800 a month, but these are heavily oversubscribed,
sometimes with waiting lists of up to two years.
32. 32
The government of Japan, despite its low birth rate, estimates that currently, around 46,000
children are on waiting lists to get into day care. Some wards of Tokyo has a point system. For
example, if both parents work they may be awarded 50 points each; being a single mother may
earn someone 20 points, or if they receive social security, 10 points. The lack of child care
options forces many Japanese women to give up work in order to have children. Parents are
placed on a priority list for a daycare place, but may not be offered one near their homes.
The new prime minister of Japan, Shinzo Abe, in 2013 April ,called for local governments to
establish more child care centres, promising to eliminate the waiting list by creating 400,000-day
care places by 2017. Also, asked companies to voluntarily extend maternity leave to three years
from the current maximum of 18 months.
In China, women worse off than in the past, they are provided with free state child care under the
Communist regime. Due to decades of rapid social change and modernization, finding children
care become more difficult. The once vast network of low-cost state-run day care centers
disintegrated during the 30 years of economic reform, leaving women with fewer, more
expensive options.
Chinese women worse off than in the past
Chinese women were provided with free-state child care under the Communist regime, but
following decades of rapid social change and modernization, they are finding the task of finding
child care far more difficult. The once vast network of low-cost state-run day care centres
disintegrated during the 30 years of economic reform, leaving women with fewer, more
expensive options. The Chinese tradition of grandparents helping young couples with their
children still exists but is fraught with difficulties, from conflicts over how to raise the children
to the fading strength of the older generation. Therefore, private facilities have thrived on strong
demand and the shortage of public centres, with some charging more than RMB33,000
(US$4,850) a year per child. A 2009 survey published by the Women‟s Studies Institute of
China, which covered 1,340 parents of preschoolers in Beijing and Shanghai, found that nearly
40% of mothers temporarily quit their jobs to take care of their children. Around 13% stopped
working for two years or longer.
33. 33
Maternity Products
Even in pregnancy women wants to look stylish. From the days pinafores and plain, baggy style
clothes designed to hide the belly, the maternity wear industry has come a long way.Women
today are celebrating pregnancy by wearing maternity shapewear and stylish clothes that show
off the body. And with expectant women more active than ever before, maternity ranges have
expanded to include athletic wear and business clothing, in addition to fashion clothing and
evening wear. The influence of celebrity mums are increasingly attracting today's women.For
example, the pregnancy of the Duchess of Cambridge regularly made headlines around the
world, raising interest in maternity wear and maternity fashion.
In the US, there are more than 2,000 retail stores and more than 500 websites that offer maternity
clothing and industry of US is estimated to generate sales of over US$200 million annually of the
maternity wear.
The trend for adapting usual clothing imitating the style of celebrities, including Kate Middleton
and Halle Berry, many women during the pregnancy period are also restyling their existing
apparels and buying versatile non-maternity clothing to accommodate their changing figures for
as long as possible. Choosing the options for altering with existing clothing is more thrifty and
environmentally-friendly instead opting maternity clothing that will be worn for just a few
months, as this gives women more choice and originality.
The trend is leading to the drop in the demand for maternity ranges causing it turn down business
of Several chains, such as Bloomingdales in the US, Instead offering more versatile clothing that
can be adapted for pregnancy, such as jersey wrap dresses, leggings, maxi dresses or long t-
shirts.UK clothing retailer Asos designs its maternity wear with inside seams that can be adjusted
for post-pregnancy wear in order to extend the life of the clothing.
Harrods department store, also in the UK, offers both specialist maternity labels and versatile
clothing from non-maternity brands via its Blossom Mother & Child concession. The boutique
also features a “denim bar”, where designer labels such as J Brand, Seven For All Mankind and
AG Jeans are customised with the trademark Blossom belly band at the waist. The boutique is
reported to have experienced double-digit growth in 2013.
34. 34
Nursing bras experience growth
Pregnancy typically leading to an increase in the body features(bust size) women's expecting
from a sizeable share of the market for bras. Nursing bras and tops also become the need for
those who intend to breastfeed and normally purchased in the last trimester of pregnancy.
There are some items that women don't buy online , bras are one of them, due to the necessity of
proper fitting, they are an important category for maternity retailers. Department stores and
lingerie retailers also stock these items. In 2013, UK lingerie chain Leia reported a 30% jump in
in-store sales of its nursing bras, which it attributes partly to increased publicity about maternity
wear prompted by the arrival of the royal baby during the summer. According to Leia, its best-
selling nursing bras include Freya lingerie‟s Dotty nursing bra and Rosie, a 1950s-inspired
collection with a polka dot pattern.
IN 2011 in The UK, the Mama Spanx brand was launched,since then control underwear has also
become a maternity must-have, extolled by celebrity mums such as Amanda Holden and Dannii
Minogue. Retailers M&S and Debenhams launched their own lines of maternity shapewear,
while fast fashion chain Primark offers its own budget version.
Pregnant women seek more comfort
Products such as body pillows and maternity support belts can help improve comfort during
pregnancy. One of the most popular product at the moment is the pregnancy music belt, which
allows the user to play soothing music and voice recordings to their growing baby from around
13 weeks gestation. In 2013, a new product was launched, the piXie Harness pregnancy seatbelt.
This was developed following a survey conducted by Loughborough University and Bolton
University in the UK, which showed that 65% of pregnant women believed that the diagonal
seatbelt posed a threat to the foetus. Instead of strapping in diagonally from one side, the piXie
Harness secures the passenger or driver using four separate straps that connect at a central point
above the abdomen. The seatbelt retails for around US$330 and is sold worldwide.
35. 35
Healthy Eating
Expecting women prefer natural and organic foods
Pregnant women are increasingly turning to natural and organic foods, As a result of food
hygiene scares and concerns about pesticides and other chemicals found in food – sometimes
changing their habits for good during this period of their lives. Organic foods are seen as free of
pesticides, while Natural foods are generally perceived as those that contain natural and healthy
ingredients and exclude artificial preservatives and colourings and therefore more healthy.
According to Euromonitor International‟s Health and Wellness database, global sales of
naturally healthy (NH) food and beverages grew by 30% between 2008 and 2013, to US$302.2
billion, while organic food and beverages recorded slower growth of 23% over the same period,
to US$32.3 billion.
The development of organic certification in more countries and the further expansion of sales
among mainstream middle-income shoppers in developed markets are two of the major drivers
of the organic market. In order to protect their babies from potentially harmful chemicals,not
only women are turning to organic foods in pregnancy but they are also demanding organic baby
food when their babies start weaning.
In China, though still very small by Western standards, the organic food movement, has gained
ground rapidly as a result of increasing health consciousness, rising disposable incomes and
concerns over the safety of processed food in the wake of recent scandals. However, distribution
is limited, and the market remains dominated by a small number of categories, including
prepared baby food and vegetable and seed oil.
KEY MARKET TRENDS
China
The year of dragon marked a significant growth in population in China as this year is considered
to be the “dragon babies”. China’s one-child policy has had a negative impact on the population
and it states that each couple living in the cities only have one child unless they are from an
36. 36
ethnic community. Later in 2013, it was reported that an exemption may be extended to which
only one parent only have one child. If there is one child per couple, then the government pays
the entire education fee to that child till the adulthood.
Additional children
As a result, the 2007-2012 period saw a gradual fall in the birth rates from a whopping 12.1 to
11.9 per 1,000 people. After the year of dragons, there was a significant growth in birth rates and
it rises to 12.1 per 1,000 populations during that phase. If there is an additional child, they are
bound to pay fines and penalties.
Women are waiting longer to have children
The average age of first-time mothers in china was just 24 in 2012 as the global age is 24.9.
Women are waiting to get married and to bear a child as more women want to pot for higher
education and have a career at an early stage before starting a family. This trend is mostly in
urban cities. Disposable income is increasing rapidly due to economic growth, i.e
fromUS$10,078 to US$11,472 which has triggered the range of consumer markets including
maternity products.
Parents willing to spend more on only children
Due to increase in the income, parents are willing to spend more on one child policy as now they
can buy the best product in the market in terms of clothing, food, toiletries and toys. Most
importantly, expected and pregnant women in china are generally treated with humble, respect
and care.
According to the website of the China (Zhengzhou) International Maternity Infant Child
Products Exhibition, China‟s maternity, baby and children‟s products market has grown rapidly
in recent years, from RMB160 billion in 2007 to RMB240 billion to 2010. By 2015, the market
is expected to be worth more than the RMB2 trillion. The top three mother and baby retailers –
Alibaba, Suning, and Goodbaby – accounted for an estimated 15% of industry revenue in 2013,
and are focusing on expansion
Anti-radiation maternity wear
There was a growing occurrence of birth defects as it rises from 88 in 1996 to 149 per 10,000
births in 2010(according to The china Maternal and Infant Health Development). This led to the
37. 37
increasing demand in anti- radiation clothing which is mainly centered on maternity wear.
Maternity wear was considered to be the mainstream earlier in the 1990s but it gained a huge
popularity in 2010. In 2010, the China Consumers‟ Association published a warning about
electromagnetic radiation from daily appliances such as computers, TVs, mobile phones and
microwave ovens and in 2011, radiation fears peaked following events in Japan’s Fukushima
reactor. Due to lack of evidence and enough proof material, a TV programme claimed that
radiation clothing does more harm than good during the time when that maternity was gaining
popularity as it was worth estimated RMB 4.5 billion.
Popular brands such as Tianxing which holds 65% of the anti-radiation market, then it was
JOYN CLEON and OCT MMI which was also one of the most famous brands in maternity wear
in China.
Baby wear goes up market.
Baby products and toddler wear gained a huge popularity and almost double its revenue by 94%
to US$ 2.6 billion. Many women have become aware of the fact that these products were not in
compliance with China quality standards. Due to this, women avoided those products which
could be harmful to the new-born babies. Luxury brands such as baby Dior, Armani, and
Burberry grew in 2012 to the high-income group
New mothers expected to eat nutritious food
Functional foods and dietary supplements were at its peak and its sales went to a whopping to the
value of US$35.1 billion during the period of 2007-2012. The demand for these products went
higher in addition to pregnant and nursing women as they were more appealing to those
customers. During the pregnancy stage, women enjoy a wide variety of services and according to
the Chinese traditions, mothers enjoy a month of indoor rest after the delivery test to restore their
peace and energy. They avoid junk foods, raw foods which are considered to be the delay of
shrinking the uterus and consume lactation simulation soups and nutritious additives.
According to research by the Ministry of Health, the dietary structure of Chinese people is
seriously lacking in DHA and EPA, the former of which is deemed beneficial to pregnant
women. In order to capture an unexploited market, the main oils and fats companies developed a
series of oil products during the review period, such as DHA Algal Oil from Fortune and Deep
Sea Fish Mix oil from Jinlongyu, both of which were rich in DHA and EPA.
38. 38
Premiumization boosts milk formula and nappies
Nappies and milk formula witnessed a tremendous growth in china with rising in value by 230%
(to US$3.4 billion) and 253% (to US$1.4 billion). Sales of milk formula and nappies were higher
during the higher birth rate in 2012 and also it led to a movement of higher priced western brands
came into existence. Consumers were pretty smart as they buy milk formula via online stores that
import from various countries and sell at an inflated price in the local market. For instance, the
Enfrapo brand which costs around $22 in Canada, sells for an average US$ 44 on Taobao, a
popular online retailer in China. Foreign brands operating in China were taking advantage of this
by raising the prices of their products. Later on, the Chinese government began investigating of
these high prices and Danone cut prices by 20% after this scenario.
The growth of the newborn nappies was a huge popular after 2012. Heavy marketing advertising
during these periods in terms of buy one get one nappy or buy nappies get wipes free offers. Uni-
charm launched its high-end Moony series from japan to China in 2012, which offers a wide
range of superior absorption and protection.
INDIA
Highest number of births in the world
India being the second most populous country in the world also has the highest number of birth
rates in the world. It also offers exciting opportunities for manufacturers of pregnancy and other
baby items. Generally, Indian women start their families at a very young age i.e 19 on average.
There were 25 births per 1,000 population in 2015 and a massive 29 million babies born which
so far the highest number in the world. Fertility rates also being higher as Indian women still
having 2.6 children on average.
On the contrary, India has the lowest disposable income level in the world as the normal
household gets an average of US$6,225 in 2012- an increase of 48% since 2007. In urban India,
where most of the wealth lies, women are waiting longer to have children but spend more on
themselves which is also being far the highest number in the world.
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Maternity chains expand
Like in China, maternity chains being the lucrative segment in India as more women are working
and also following various celebrities and want to look more fashionable but comfortable
maternity wear
MOM & Me, the retail chain of Mahindra group operates 77 stores across India in 2012. They
have collaborated with a US-based firm called Motherhood maternity brand. Both the companies
have also developed an ethnic maternity range for the Indian market called Kriti maternity. Over
the period of 2007-2012, Baby and toddler wear grew at a very high pace with a spectacular
growth of 141%. Lilliput kids wear focusing on eco-friendly ranges as this segment is a growing
niche among urban consumers as clothing is often purchased as gifts for family and friends.
Functional foods appeal to urbanites
There are many categories which are yet to be reviewed in India. However, functional foods and
drink were worth US$ 2.7 billion in 2012 which is up by 56% since 2007. These products are
purchased by a variety of consumers, not just by pregnant women. The market for milk formula
in India is so far is less but it is increasing at a very high pace by reaching US$89 million in
2012. Breastfeeding is considered to be the purest form and preferred by both rural and urban
India, although rural women longer feed their babies for much longer up to by 2 years compared
with just six months for urban women. The increase in the consumer spending and the female
workforce led to drive demand in baby foods and items. The major brands such as Lactogen,
Nestogen, and Dexolac benefitted the most.
Nappy penetration still low
Diapers are the new segment in the market as it is one of the strongest areas in maternity items
although the growth has been from a small base. It is very popular in urban areas as the usage of
nappies is higher as compared to semi-urban and rural areas where they used in the certain period
such as during travelling or at night rather on a regular basis. In Tier II and Tier III cities, the
growth has been significant for nappies particularly the disposable ones which have benefitted
the large section of the society. The small packs containing two, five or sometimes ten is semi-
urban and rural areas are more popular and it is easily available in the small stores or in the retail
stores such as in Railways or bus stations. Huggies and Pampers are also promoting their product
on a larger scale across big cities. Uni-charm is the new entrant in the market with its products
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such as Mamy Poko which achieved a huge success because of its aggressive marketing strategy
across modern retail outlets such as in Big Bazar and other major stores and campaign such as
rash free and clean wipes.
In 2012, Hindustan Unilever introduced Huggies Total Protection, which is claimed to be a
“clinically proven” range of nappies which protect babies‟ skin by allowing air to circulate. The
company pushed the products through television commercials and advertisements in magazines
such as “India Today Women”, which are read mainly by urban women.
USA
Young adults postpone having babies
The US saw a decline in the birth rates from 14.3 per 1,000 populations in 20017 to 12.7 births in
2012. Due to various economic upheaval, many couples postpone having a baby due to rise in
unemployment(especially in the young) and a weak housing market which translated younger
consumers living with their parents for longer and delaying marriage and childbirth. However, 4
million babies were born in 2012.
Average disposable income was US$98,387 which represents a lucrative market for pregnancy
and baby products. The average ages of first-time mothers are fairly young at just over 26 as
compared to 25 the global average. According to the US Census of April 2009, more than
100,000 of the women who gave birth in 2009 were over the age of 40, while 425,000 were
teenagers aged 15-19.
In US consumers of all income level have expressed concern regarding the ability to spend on
larger homes and day care costs after having children.
Health reform in the US eases financial burden for parents-to-be
Pregnant women in the US have more access to maternity coverage. According to US Census
data prepared for the March of Dimes (a non-profit organization that aims to improve the health
of mothers and babies), a substantial 20% of women of childbearing age were uninsured in 2010.
For those who found themselves unexpectedly pregnant, it was difficult to get coverage under
the old system, as insurers considered pregnancy to be a “pre-existing condition” and would
therefore often deny coverage. This could cost families US$20,000 out-of-pocket. Furthermore,
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not all health insurers actually covered maternity care, this being a legal requirement only in
some states.
Health reforms in the US is considered to be the efficient and lenient as the practice of pre-
existing exclusions is prohibited which led to freeing up a considerable amount of disposable
income for parents to be so that they can spend in maternity products and baby items. Also, this
health reforms also require insurers to cover an important package that includes maternity care
and the insurers will no longer be able to exclude this from the policies. As a result, 40% of
pregnant women benefited from this Medicaid and this initiative have been required to cover
counselling to quit smoking as well as pharmaceuticals for pregnant women.
Highly developed market
The US is considered to be one of the best-developed markets for pre -natal and services. This
has been helped by various initiatives such as “Pregnancy Awareness Month” which was started
in 2008 by two mothers with the main objective of improving prenatal education via four key
projects- exercise, nutrition, wellness and education
Maria Bailey, author of “Mom 3.0: Marketing with Today’s Mothers by Leveraging New Media
and Technology”, estimates that expectant and new parents spend on average more than
US$10,000 in pregnancy and the first year of their child’s life. Parents to be hire professionals at
various companies such as Wish Baby registry which offer advice from a baby product guru in
order to help them decide everything from stroller to buy to which child care services they
should opt for. Some business offers “Maternity concierge service” whereby they will visit the
parents to be at their own respective home
Infant formula sales damaged by contamination scandal
Like the incident happened in China, the quality issues again happened in the most developed
market where the industry took a shock when two babies died from Cronobacter of standard milk
formula in December 2011 which triggered the whole market and it reduces the sales of
maternity product also. This situation led bigger retailers such as Wal-Mart to pull Enfamil
Premium Newborn powered from its stores, although FDA and CDC stated they had found no
trace but Wal-Mart didn’t agree and removed it from it’ shelves.
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In a nutshell, standard milk formula grew just by 3% to US$3.2 billion and the market has
benefitted from new product development. Other maternity products such as nappies is a huge
success in the US but grew in a smaller margin by 4% to US$445 million in 2012.
Demand grows for natural and organic baby products
Johnson and Johnson were the leading in the front in the baby care products, premium and other
organic products only for pregnant women and baby. It was growing at a faster rate than standard
ones which includes California baby, Burt’s bees, and Mustela. Social media, bloggers, and
online retailers also gained popularity in the maternity segment where retailer such as
Diapers.com allow busy parents to purchase baby care products at the same as nappies and have
them delivered at their doorstep instead of shopping at different outlets. Due to this, demand for
natural and organic baby products became higher and companies like Johnson and Johnson
launched its adult care skin line into Aveeno Baby line which was more than 70% certified
organic ingredients
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Chapter 4: CONCLUSIONS and RECOMMENDTION
4.1 Conclusions
1. Apart from developed markets, birth rates will remain high in emerging markets such as in
India, South Africa, Philippines, Venezuela, and Mexico.
2. A lower number of births in developed nations and China means the couples will be willing
to spend more on maternity products and services
3. Pregnancy and birth rates are increasingly celebrated with the main aim on health, exercise,
and well-being of mother and baby.
4. Disposable income is increasing in the emerging markets which mean parents and other
family members are able to spend more on pregnancy and baby items.
5. Fertility treatments such as IVF is reducing its cost which will enable more aspiring parents
to have babies
6. Advancement in the field of medical science and technological development will boost up
the growth in maternity products and services.
7. Celebrity pregnancies will continue to make influence among shopping and consumption
habits of an expectant mom. Also, increasing in the trend of hosting a baby shower will drive
the growth of maternity products and will ensure a growing market for premium baby goods.
8. More male or couple oriented items will increase due to the increase in the involvement of
fathers in day care.
9. There is a rise in awareness of health and nutrition before, during and after pregnancy will
drive the ongoing demand for products such as nutritional supplements, functional foods and
“safe” OTCs. Nowadays, consumers are well aware of the chemicals in food and clothing, in
order to ensure quality safety, marketers must stress on these two factors.
10. Expectant and pregnant women are very socially active on the internet, therefore websites
and apps are an effective way to reach out to the audience. Also, they are very receptive to
discounts, coupons, and special offers. Consumer profiling and mobile location services will
ensure more accurate targeting of this segment
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4.2 Recommendations
1. Sex education is simply the need of the hour. Teenage mothers are not bane for the
society; they just lack the knowledge and a perfect body to deliver a child at such an early
age. Birth rates are expected to fall gradually in most of the countries thereby, increasing
the disposable income of the people. Urbanization is taking a huge hit among young
people and women choose to go into higher studies and make careers for themselves,
they will have start a family at a later stage. With better education about birth control and
safer abortions, it reduces the number of teenage pregnancies.
2. Lower-cost IVF will allow more couples to have babies
Fertility treatments and surrogacy arrangements will enable will allow more couples to
have babies more aspiring parents to have babies As woman is waiting longer before
having children, these babies will be extra special and specially catered too.
Advancement in the medical science and development in the technological specially in
IVF, women who can’t perceive the babies can rely on that services. Average spend per
baby will grow in the next few years due to increase in the income and other factors such
as relatives will be willing to spend more to ensure the well-being of mother during pre-
natal and post-natal In the face of rising living costs, while parents-to-be will want the
best quality items that they can afford, they will be keen to avail themselves of any
vouchers or offers that will help them stretch their budgets further.
3. Increase awareness of Health and beauty
Health foods will benefit to the women who use natural and organic ingredients to avoid
risk and increase their chances of having a baby. During this phase, demand for products
such as functional foods, folic acid supplements and multi vitamins increases and it can
aid fertility. Increase awareness of health and beauty is a niche segment and has plenty of
room for development
4. Marketing Opportunities
Gaining and retaining customers
Pregnancy is the most suitable time for the brands to make an establishment and to
influence buying behavior and encourage long term changes significantly. Which gives
an opportunity to sell them and thus giving mark an array of products and services. Some
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hope to make a long lasting impression on them. Marketers have a shorter time to creat
an impact in the market during this phase- like less than 9 months. For this companies
needs to be as effective as possible in order to identify and target potential customers.
This will not only generate goodwill but also create loyalty among the customers.
5. Getting the message right
Marketers must carefully analyses the needs and wants of the customers particularly the
expectant women and pregnant women as they want brands to engage with them not with
them. This will gain trust and respect of the consumer group.
Studies show that when buying baby products, women look for the following:
Visible benefits of using the product
Pictures of cute babies
Solutions to everyday challenges
Ways to enrich their children
Safety information
Useful ideas or advice
Value
6. Online marketing
Studies have found that expectant and new mothers are more likely than almost any other
consumer group to consult the internet regularly and pass on information to their peers.
Therefore, websites and apps have become the most effective way to reach this target.
Companies are able to track the different stages of a consumer’s pregnancy in order to
target them with relevant product and services.
7. Product sampling
Companies need to roll out some free samples and are usually bombarded with them
during the pregnancy phase which happened in UK in 1959 and since then they are
following this tradition. It could be free samples which also contains coupons, advertising
leaflets
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8. Don’t forget Dad
Dads to be often feel helpless during wife’s pregnancy and seek out help so that they can
reduce their discomforts. They can be targeted via websites that are visited mainly by
married men in the 25-40 age range, with the emphasis placed on the relaxing, comfort-
inducing and stress-reducing aspects of products. With fathers playing an important role
in bringing up the child and “couples baby showers” starting to emerge, marketers can
grab this opportunity and turn their focus on them also during pre-natal and post-natal
phase.
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REFERENCES
Hamilton, C. H. (1992). Children's Relationships with Caregivers: Mothers and Child Care Teachers.
Child Development, Vol. 63, No. 4.
Mantovani, R. B. (2007). Young Mothers and the Care System: Contextualizing Risk and Vulnerability.
The British Journal of Social Work, Vol. 37, No. 2.
Nomaguchi, K. M. (2006). Children's Relationships with Caregivers: Mothers and Child Care Teachers.
Journal of Marriage and Family, Vol. 68, No. 5.
Slatin, M. (1971). Why Mothers Bypass Prenatal Care. The American Journal of Nursing, Vol. 71, No. 7.
Westbrook, G. (2013). Strategy Briefing: Parents-in-waiting.
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APPENDICES
About the company
Founded by alumni of Stanford and National Institute of Technology and backed by investors
from the Village Capital Accelerator and Startup Chile Accelerator, Care Buddy is the first-of-
its-kind Indo-US venture offering quality healthcare for the whole family. Hindrance in
healthcare logistics is a major roadblock in getting access to quality healthcare. By managing all
aspects of healthcare on a single platform, CareBuddy is enabling the user to have control on
healthcare with just a tap away.
Awarded Start-Up of the Year in Elder Care 2014 by Silicon India, winners of Hot100
Technology Awards 2014 by NTT and KPMG and featured by Ministry of External Affairs,
Govt. of India, Care Buddy aims to make a difference in the area of healthcare in India.
Our Product
CareBuddy is a cloud and mobile-based platform enabling people to manage all aspect of their
family’s health. Through our mobile and web platform, the user interacts with her CareBuddy, a
real person managing the health care needs of the user and her family on a single platform.
Care Buddy helps in managing doctor visits, diagnostics, and medicine delivery and home
healthcare. We empower our users to choose among the best health care services offered in
India.
Care Buddy application launched in 2015 is available to all Indians on free basis. With growing
number of paying customers from different parts of India, Care Buddy services secure a family’s
healthcare and ensure their peace of mind.
