Spotlight on personalized solutions and trends driving prenatal nutrition

The prenatal nutrition category is growing rapidly, driven by increasing awareness of nutritional needs before and during pregnancy, advancements in health-tracking technology, and rising maternal age.

Nutrition Insight meets with Valio, Balchem, and Lubrizol Life Science to explore opportunities for innovations in ingredients that support fertility, pregnancy, and long-term child health. 

Dr. Anu Turpeinen, nutrition research manager at Valio, says that rising health awareness and declining fertility rates are prompting more consumers to seek nutritional support before and during pregnancy.

“In the coming years, innovation will focus on meeting these needs with products that close common nutrient gaps and gradually move toward more personalized solutions as tracking technologies become more accessible.”

“Another promising area is paternal nutrition,” she adds. “New research shows that a father’s diet before conception can influence sperm quality, fertility, and even long-term child health. This makes male-focused preconception products an important white space opportunity for the future.”

Lauren Eisen, senior marketing and business development manager in Minerals and Nutrients at Balchem Human Nutrition & Health, notes that expectant mothers also have more access to health information and their own health data “than ever before.”

“Wearable devices, at-home blood panels, and even genetic testing allow them to identify specific nutritional needs and track how those needs evolve across each trimester. This has created demand for formulations that go beyond one-size-fits-all approaches to address individual requirements, a trend accelerating across the broader nutrition market.”

The prenatal nutrition consumer

Eisen highlights that the rising average maternal age is also driving demand for prenatal nutrition.

“The proportion of first-time mothers in their 30s and 40s grows each year,” she details. “Research suggests that older first-time moms-to-be tend to perceive pregnancy as requiring more intentional health management and are more likely to engage in health-promoting behaviors like dietary adjustments and supplementation.”

“These women are also often more financially stable and willing to invest in high-quality, science-backed prenatal products, which could help explain why premium products are capturing a significant share of market growth.”

Eisen says there is a growing recognition that prenatal nutrition can significantly impact a child’s health trajectory for years to come, in addition to a healthy pregnancy.Moreover, Eisen says there is a growing recognition that prenatal nutrition can significantly impact a child’s health trajectory for years to come, in addition to supporting a healthy pregnancy.

“Research has increasingly demonstrated how early-life nutrition influences long-term outcomes, from metabolic health to cognitive development, and expectant mothers are paying attention. They are increasingly seeking out formulations demonstrating evidence-backed benefits that last, not just through pregnancy, but into childhood and beyond.”

According to Valio, there is “robust growth” in products designed for pregnancy, breastfeeding, and overall female well-being. 

The company’s senior business development manager, Sinikka Saikkonen, explains that consumers are becoming increasingly aware of changes in nutritional needs across life stages.

“Another major shift is the growing interest in preconception nutrition. Awareness of the importance of preparing the body for pregnancy has increased significantly, and rising infertility rates globally are further accelerating demand.” 

“As a result, more women are actively seeking products that support reproductive health even before conception,” she shares.

Unlocking new opportunities

As one of the “most promising opportunities” in prenatal nutrition, Eisen points to closing the research gap in women’s health — a historically underfunded area. “Just 1% of healthcare research and innovation investment goes toward female-specific conditions beyond oncology.”

This is the same for prenatal and postpartum nutrition, she cautions. “A 2025 review found that health outcomes specifically for mothers are often overlooked.”

Wearable devices and blood panels allow women to identify specific nutritional needs and track how those evolve during pregnancy.However, she notes the situation is starting to change. “We’re seeing growing investment in clinical trials designed specifically around the unique demands of pregnancy, and this shift can’t come fast enough.”

“Equally exciting is the expansion of longitudinal research that tracks outcomes for both mothers and children well beyond birth. This kind of evidence is invaluable for formulators. As this body of research grows, it will unlock new opportunities for evidence-based innovation in the maternal nutrition space.”

Isabel Gómez, global marketing manager of Nutraceuticals at Lubrizol Life Science, also highlights opportunities in personalized prenatal and postpartum solutions, integrating essential nutrients with botanicals for lactation and emotional well-being.

“There is white space in mental health support during pregnancy and postpartum, and in formats that enhance compliance, such as functional beverages or orosoluble sticks. Digital integration linking supplementation with health tracking apps will further differentiate offerings.”

“Technology is enabling precision nutrition,” Gómez adds. “AI-driven analytics help predict nutrient gaps and optimize formulations, while biosensors allow real-time monitoring of nutrient status.”

“Delivery technologies, such as microencapsulation, improve bioavailability and reduce side effects, while advanced stabilization systems ensure ingredient potency. These innovations also support robust clinical validation, strengthening consumer trust.”

Addressing nutritional needs

Valio’s Turpeinen notes that many women struggle to meet the higher nutrient requirements for pregnancy through diet alone, which drives Valio’s R&D to develop solutions to close these gaps, including high-quality protein and fortification with vitamins and minerals.

“Fortified dairy-based products are a strong foundation for maternal nutrition, as milk naturally provides essential nutrients and can be easily enriched further.”

Valio’s R&D focuses on solutions to close nutrient gaps during pregnancy, including high-quality protein and fortification with vitamins and minerals.“Adequate intake of iodine, iron, zinc, and vitamin B12 is increasingly linked not only to healthy fetal development but also to children’s later cognitive outcomes,” Turpeinen adds. “Folic acid and iodine also play important roles in female fertility and time to pregnancy.”

Gómez notes that folate and iron remain foundational in prenatal nutrition, while choline, magnesium, calcium, and docosahexaenoic acid (DHA) are gaining importance.

“Recent research emphasizes the importance of maternal microbiome health, omega-3 fatty acids for cognitive development, and choline for neural growth, which are critical throughout pregnancy.”

She also observes a stronger focus on specific nutrition needs in each trimester. “In early pregnancy, folate is essential for neural tube development, and iron supports the increase in blood volume.”

“During the second trimester, iron requirements rise significantly, while calcium and magnesium become vital for bone formation and muscle function,” details Gómez. “In the third trimester, DHA plays a key role in fetal brain development, and magnesium helps reduce the risk of pre-eclampsia and hypertension.”

“For postpartum, botanicals such as fenugreek, moringa, and shatavari show promise for lactation support, while probiotics and adaptogens offer benefits for microbiome balance and stress resilience.”

Gómez notes that calcium and magnesium are increasingly recognized for their roles in vascular health and muscle function, contributing to safer pregnancies and improved recovery outcomes.

Ingredient innovations

Turpeinen details that gut-supporting ingredients, such as pre- and probiotics, are gaining traction in the space. “Studies show they can positively influence the microbiome of both mother and baby during pregnancy and lactation.”

Gómez notes that folate and iron are foundational in prenatal nutrition, while there is a growing focus on choline, magnesium, calcium, and DHA.In response to these developments, Valio is placing a growing emphasis on pro-, post-, and synbiotics in its innovations for pregnancy, preconception, and postpartum care.

“As awareness grows and women gain access to tools that monitor personal nutrient status, we expect more personalized prenatal solutions to enter the market,” Turpeinen adds.

“One particularly promising dairy-derived ingredient is the milk fat globule membrane and its phospholipids, which support cognitive and immune functions. These components are becoming increasingly valuable in both maternal and early life nutrition.”

Meanwhile, Balchem is increasingly focusing on methylation and its role in prenatal health, says Eisen.

“This simple yet fundamental biochemical reaction supports many important cellular structures and functions that are the basic building blocks of life, including the formation of DNA and proper cell division.”

“One of our most recent innovations in this space is Optifolin+, a first-of-its-kind choline-enriched, bioactive folate ingredient that promotes optimal methylation. By providing seven times the methyl groups of traditional folate ingredients and 98% active methylating capacity through its choline-enriched formulation, Optifolin+ is uniquely positioned to support moms and babies at this most fundamental level.”