An evolving space in innovative business ideas, the parenting products market is continuously adapting to deliver on parental needs: smart socks communicate a child鈥檚 vital signs to their parent鈥檚 phone; intelligent cribs aid a restful sleep by simulating a parent鈥檚 rocking motion or the gentle hum of a car; and thanks to hands-free breast pumps, women have the freedom to pump wherever and whenever they like. More and more, businesses are tapping into market niches that appear to be hiding in plain sight. But that鈥檚 what makes them great.

New businesses like these continue to thrive in this space, despite a fertility and birth rate that has been . In fact, in 2024, the global market for child and baby care products is estimated at over , a figure forecasted to increase by over USD 150 billion by 2032.

In this article, we will discuss the diversity in parental expectations and needs across the globe, exploring the cultural nuances of the Nordic market and highlighting the fundamental role of adaptability and localisation when expanding a parenting products business into this region. Later, we鈥檒l dive into the story of our partnership with FemTech start-up Elvie 鈥� a poster child for success in the Nordic region and beyond.

The Nordic model and luxury parenting products

Nuances in the parenting products landscape can reveal how family cultures differ around the world. For example, preferences in are notably different across regions, influencing the toys that parents choose to buy for their children. Where a Korean mother may prioritise a child鈥檚 cognitive development, an Italian or Spanish mother may prefer to cultivate socio-emotional intelligence. Cultural models are influenced by governance too, as states dictate how much time a parent spends with their child after birth. For example, in , fathers are spending increasingly more time with their children thanks to equality in parental leave, whereas in Japan, have recorded the marginal presence of a father in rearing a child.

Understanding where cultural norms and government policies coalesce in parenting purchase trends can be challenging, but some clear examples do exist. For example, a Dutch mother may be more inclined to invest in a family cargo bike for travelling with her child, whereas a Chinese mother may prefer to invest in a baby sling wrap.

In the Nordic countries, the key values associated with children and parenting are shared from the state level to the individual level. Leading in areas such as , and equality, the Nordic countries鈥� shared values have promoted a greater sense of trust and community within the region. Of the 38 member countries in the Organization for Economic Co-operation and Development (), the 5 Nordic countries 鈥� Denmark, Iceland, Sweden, Norway and Finland 鈥� rank within the top 6 countries that invest the most by GDP in early childhood care and education.

This focus on welfare infrastructure, sustainability and equality is reflective of Nordic parents鈥� ideals, as parents encourage children to experience nature daily; to become responsible members of their community from a young age; and, increasingly, show them that parenting duties can be shared equally between parents. The harmony that exists between state and individual values is also visible through the region鈥檚 consistent ability to rank highly in the World Happiness Report ().

These values have now permeated the parenting products market through the growth in popularity of parenting products. Whether due to decreasing average family sizes or increased and affluence amongst parents, or perhaps both, luxury products are in. And in this industry and region, luxury and sustainability go hand in hand.听

There is already an established focus from on sustainability, but with increasing global awareness about this issue comes an incentive to invest even more, for both retailers and consumers. Eco-conscious brands are regularly opting for more expensive, sustainable manufacturing, incorporating more recycled and organic materials. Brands adhering to the scheme are a signal to consumers in this region that a business supports sustainability and waste reduction. Despite eco-conscious brands carrying a premium price tag, a of the Nordic population is willing to pay the extra for a product that aligns with both their parenting and personal values.

Child鈥檚 play: succeeding in the Nordics

Nordic parents care about sustainability, they care about organic products, they care about equality. This is a valuable business insight for players in the global market aiming for success in this region. Will your parenting product connect with Nordic consumers? Are you speaking their language? Will your brand鈥檚 voice reach this audience the way you intend it to? Your product, its literature and its delivery to your local audience may be perfect, but achieving this level of cultural and linguistic accuracy in a foreign environment makes employing a native professional a necessity.

This is not simply localised to the Nordic region. Countries like the USA are of the success of the Nordic values 鈥� that are now resonating with Americans too. In fact, some studies show as many as of US consumers value sustainability as a key factor when purchasing. This makes it increasingly likely that a product born in North America will connect with consumers in regions such as the Nordics or the EU, and vice versa.听听

The cross-pollination of ideas continues to enrich the parenting products market and innovate how we care for our children, yet borders often become barriers between brands and their target markets. With illustrating that 65% of non-native English speakers value content published in their native language, integrating localisation shouldn鈥檛 be a luxury, but a necessity to show your brand cares. To invest in creating a local voice is to invest in ensuring that your message connects with local consumers. Your product may be the answer to the needs of parents in another country, but if they can鈥檛 understand your product details or how it can help them 鈥� whether 颈迟鈥檚 marketing content or instructions for use 鈥� they won鈥檛 buy it.

Understanding regulations: have you done your homework?

Wherever your target audience is in the international market, adhering to local regulatory frameworks should be a crucial consideration. Parents are seeking brands that understand their needs and share their expectations on product safety. In a market that caters to the most precious thing in a parent鈥檚 life, the importance of adapting your product and its message cannot be overstated. This means understanding the unique regulations in the country of your new audience.听
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Due to the growing value of sustainability in the parenting products market, tactics such as are utilised by brands unwilling to commit to green efforts, but still hoping to gain business from using this ambiguous label. Thankfully, existing regulations are reviewed regularly and annexes are created to enforce more stringent standards. Departments of agriculture in the , , and beyond have defined their region鈥檚 standards, and businesses that wish to declare their certification must conform with these.听
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However, although regulating bodies across the world have created such standards, international trade policies differ. For example, although are exported from the US to the EU, their standards 诲辞苍鈥檛 always align. Are your promotional materials correctly signalling the standards that your target audience parents expect? Do your product descriptions, ingredients or instructions deliver information as transparently as they should? 听
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Miscommunication should be a primary concern for brands selling health-related products, such as baby food or toiletries. Despite being a gateway to international success, it also increases the risk of miscommunication, even if accidental. Between 2010 and 2020, the OECD鈥檚 38 member states experienced an increase in online sales by almost a third. Yet, during this time, a of online products also took place, revealing that a significant number of recalled and banned products remained available to purchase online.听
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Trading internationally in a multilingual environment may facilitate uncertainty in a market that demands minimum risk. By incorporating native professional translators and localisation experts, your company can avoid careless and dangerous errors. In doing so, you can be sure that your product credentials are effectively communicated to regulating bodies and parents alike.听

Elvie: a case study

Since 2020, Sandberg has been adapting and localising content for the impressive London start-up, . Elvie is an advocate for equality, sustainability and natural healthcare for women, catering to their unmet needs by destigmatising taboo topics like breastfeeding and creating empowering FemTech products. Producing technology such as hands-free breast pumps and care for pelvic floor health, Elvie has become a refreshing resource for important information and discourse on women鈥檚 physical and emotional well-being.听
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Valuing gender equality and maternal care, Elvie knew their product would resonate with Nordic parents, which is why they reached out to Sandberg. Replicating the unique tone of any brand in another language and culture can prove challenging. However, since August 2020, Sandberg has localised over 500,000 words across 5 languages for almost every area of 贰濒惫颈别鈥檚 business literature. During this time, we have helped develop and cultivate 贰濒惫颈别鈥檚 tone of voice by capturing a local and sensitive style that cannot be compromised when discussing the important, and often delicate, subject of women鈥檚 post-partum health.听

Opportunity and growth in the parenting products market

Representative of the cultural diversity across the globe, the parenting products market is a kaleidoscope of laws, ideals and expectations, yet it remains an environment accommodating to businesses with international endeavours who are willing to adapt. 听

Value-based brands like Elvie are a growing presence in the market, as with a tactful multilingual communication strategy, they can connect emotionally with parents all over the world. Looking ahead, we can expect technology to continue to establish itself in this space, facilitating the innovation of more comprehensive care for families. Monitoring systems will continue to be developed, so too will AI-based parenting and nutritional guides. The call for more personalised and on-demand guidance for parents is increasingly common, and going forward, an expected area of dominance in this market.

Expanding internationally can prove challenging in such a competitive market; however, by building an articulate expansion strategy that accounts for the differences in parental needs across countries and cultures, the nuances of existing market niches, in addition to international regulations and standards, your business can successfully grow beyond your local market.听

At Sandberg, we have 30 years of experience in offering premium, tailored communication solutions. So, whether your company requires multilingual SEO services, market-specific copywriting or internationally certified translation and revision services, we will ensure your content is handled with the care of our experts and native professionals that your customers expect.听

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However, not all markets or companies grow and expand at the same pace. Numerous factors affect the ability to scale globally, and some sectors are better at seizing opportunities than others. This blog article analyses the nutraceuticals market and its impressive rate of growth from a low rumble in the early 1990s to a fruitful boom by the turn of the century. We also discuss the critical role of product adaptation and content localisation and their key function for businesses aiming for global expansion.

The state of the nutraceuticals market

Between 1999 and 2000, the global nutraceuticals market grew at an annual average growth rate (AAGR) of . Over the following decade, this figure doubled to 14.7%. In 2024, the value of the global nutraceuticals market is estimated at over and, in its energetic state of growth, is in value before 2031.

Cast aside at the introduction of modern medicine, natural organic remedies have now been rediscovered, taking root in local communities once more. Emerging as a welcome alternative to expensive modern healthcare, figures on increased life expectancy and the global pandemic have only stimulated sales further. And in the last few decades, advancing technologies have accelerated the development and efficacy of these natural resources.

Yet, introducing a product to the healthcare market presents a quagmire of challenges, especially when taking your product from a local audience to an international one. Localising essential product information can prove a crucial mechanism in achieving your brand鈥檚 international potential by communicating your product materials, packaging, website content and marketing materials accurately and effectively.

So, what is the nutraceuticals market?

The market encompasses a variety of foods that offer medicinal or health benefits, including the prevention and treatment of disease. Largely viewed as , functional foods and beverages may take the form of vitamin and dietary supplements or fortified drink and meal components, boasting therapeutic properties owing to their high mineral content and antioxidant activity.

The reach of these functional foods is vast, as they not only have medicinal qualities, but also enhance nutrition in probiotic foods and drinks, promoting growth, offering meal substitutes and aiding sport performance. They may support and boost nutrient content in cereals, wholegrains, milk, milk alternatives and in 鈥榚nergy鈥� bars and drinks; think omega-3 and folic acids, green tea, cod liver oil and ginseng.

When manufactured correctly, nutraceuticals offer a combatant in the battle against ultra-processed foods (UPFs) and a comrade in the growing trend of holistic approaches used to treat common but deadly diseases such as cancer, diabetes, Alzheimer鈥檚 and cardiovascular disease.

Medicine, meditation and market growth

In the last decade, increased consumer awareness about healthy living has contributed to a wave of wellness. The nutraceuticals market is a fundamental component of the global wellness market in 2024. Somewhere between mindfulness and fitness trends, enlightened consumers have made a hearty push towards natural and organic nutrition, and the figures support this. Since 2016, the compound annual growth rate (CAGR) of nutraceuticals is estimated at per year and, by 2023, the market was valued at approximately .

Despite Europe containing some of the biggest names in the nutraceuticals industry and the USA being the most advanced market in terms of product offerings, the Asia Pacific region currently has the . Driving factors across continents are a combination of consumer preference and external factors. These include proactive consumer attitudes, increased awareness about health, greater disposable income, increasing healthcare costs, ageing populations and post-pandemic health concerns.

Techy treatment

Technology has proven a vital catalyst for the marketing and consumption of nutraceuticals. The accessibility and omnipresence of the internet presents the buyer with information to tailor their functional food choice. In addition to widely available professional advice online, the application of has improved the biological efficacy and physicochemical stability of nutraceuticals.

Through methods of nanoencapsulation, 3D printing and congealed spray-dry technology (to name just a few), food grade can be enhanced, and consumers can expect better consistency and sustainability in their bespoke healthcare products. An increasingly personalised supplement selection shows greater progression in treatment and healthcare plans, making general-purpose care an increasingly foreign concept.

Subscription, not prescription

Several years ago, harnessed this concept of personalised healthcare by launching a subscription service for their nutritional science-backed products. Subscribers benefit from a customised product selection based on their lifestyle, allowing them to be offered food and dietary supplements unique to their needs and accessible without a prescription.

However, in the past, misleading market activities led to . Functional foods have often flown below the radar of regulations associated with normal medical and pharmaceutical products. , Japan became the first country to regulate its food supplements by establishing 鈥楩ood for Specified Health Use鈥� (FOSHU), a system created to approve 鈥榮tatements concerning the effects of food on the human body鈥�. More than a formality, producing accurate and clear information increases consumer knowledge and reduces risks related to toxicity and drug interactions.

In the , dietary supplements are regulated as food items by the FDA. Similarly, in , supplements are also recognised as foodstuffs, where responsibility for product safety rests with the business operator. Some countries take a more individual approach to these products. For example, and sub-categorise their nutraceuticals by distinguishing their special composition which governs how they are regulated.

The reality is that regulatory landscapes are predictably uneven when crossing borders. The nutraceuticals market is no exception. Although sidestepping prescription and testing requirements in many countries, businesses should be wary of the differences that exist in regulations and how these food supplements are defined. Nutraceuticals merchants should hold their prospective clients at the heart of their sales and understand the responsibility that comes with selling healthcare-related products and sharing product information, which should reach consumers accurately and transparently.

Localise your nutraceuticals product content

The nutraceuticals market is made complex by the origins of its produce. Foods harvested for their super components are found in all corners of the globe, then traded internationally. For example, in , ginseng was used to treat insomnia, palpitations and anorexia, while bashed and brewed the shrub to treat indigestion, headaches and infertility. In modern medicine, the bioactive elements of this root continue to be utilised to treat symptoms associated with a host of illnesses across Asia, North America and beyond.

Given the market鈥檚 global reach, correctly delivering culturally appropriate information and nutritional guidance is essential. Consumer product knowledge has been a determinant in decision-making behaviour for decades and have proven that an individual鈥檚 nutritional knowledge of a product influences both their intent to buy and consume.

Furthermore, providing accurate and localised product information is made an even easier choice when the risks associated with the sale of healthcare products are considered. For example, the overconsumption of vitamins by those who do not suffer from a vitamin deficiency can lead to side effects such as impaired eye function, diarrhoea, bleeding, photosensitivity and neurotoxicity. For these products to be used responsibly, companies that sell them must also take on the responsibility of providing comprehensible product information through localisation.

Multilingual communication for the nutraceuticals market

Whether you鈥檙e connecting with new audiences who may use your product differently or communicating nutritional guides, warnings and marketing materials, we recognise the responsibility involved in accurately localising essential product information.

Ensuring product information remains as accurate to each audience means employing experts to localise content into their native language. At Sandberg, our subject-matter experts safely handle over five million words in the life sciences field every year. Amongst our pool of professionals, we also have experts on hand to offer market-specific copy-writing, transcreation and international SEO services to adapt your content appropriately and capture the culture familiar to your target audience.

Sandberg is an ISO 17100 and ISO 18587 compliant language service provider, and our multi-stage quality-assurance process means your product not only carries the rigour of an internationally recognised standard but also signals to consumers that your company is committed to ensuring your product has been considered as conscientiously as the care it offers.

As you scale up internationally in this industry, efficient workflows are not just a necessity but a key differentiator that drives success and profitability. We provide cost-effective localisation solutions through the implementation of technologies such as translation memories and machine translation. Our ability to communicate efficiently and navigate quick turnaround times while still prioritising quality and accuracy means you can have full confidence in your content.

You鈥檝e taken the time to develop a product which you believe can help people, so why miss out on communicating this to them as safely and accurately as possible? Localisation is the answer to building strong connections with new audiences across the globe, especially in a rapidly growing, global and sensitive market like nutraceuticals.

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What is product adaptation?

When IKEA expanded to the Japanese market, they found that it was not enough merely to localise product names and instructions. They had to adapt the products themselves to make them compatible with the small indoor living spaces of the Japanese as well as the Japanese way of using furniture to maximise the efficiency of indoor areas. Trying to enter the American market, they found the opposite challenge; Americans favoured the 鈥済o large鈥� option on the menu of life, and so beds, cupboards and even drinking glasses had to be made larger to fit with an expansive lifestyle. 

Product adaptation is quite simply everything that you do to the product as part of a global marketing strategy to adjust it and make it more appealing and suitable for a specific market, including tailoring it to local needs and tastes. This ranges from making statutory adjustments and meeting specific market regulations for labelling and information to adjusting the design and the actual composition of the product itself. For instance, beauty products like shampoo are reformulated for tropical climates to cope with the greater humidity of the target market. 

An export strategy that hits home 

Sometimes a product coming from a foreign market is best when it is not tampered with but rather presented in its original form. Many products with deep roots in culture and tradition are best left as they are, while some products instead benefit from standardisation. For example, the distinctiveness of a pungent French cheese lies in its unaltered French identity, appealing to those who favour such authenticity. 

However, the approach that works for one product may not work for another. McDonald鈥檚 is known as the master of standardisation: you can walk into a McDonald鈥檚 and order a Big Mac and it will taste consistently the same worldwide.

But McDonald鈥檚 also localises some menu items to cater to regional tastes. In addition to the McKroket in the Netherlands, in India, you can get the , in Malaysia the Mango McFlurry, in Italy the cheese and tomato-filled Panzerotti, in Hong Kong a seafood range of Ebi Burgers 鈥� the list goes on and on. McDonald鈥檚 skilfully balances global consistency with local adaptation, tailoring its offering to meet local tastes and traditions. 

When the product changes 

A more radical form of product adaptation, similar to IKEA鈥檚 approach in the Japanese and American markets, involves changing the product itself.  

An example of this , dividing into the US or the UK camp, is the difference between Fanta as sold in the USA and Fanta as sold in the United Kingdom. 

As the Daily Mail article goes on to explain, both the colour and the ingredients differ. The US version contains more sugar, no orange juice and artificial colourings, while the UK version uses concentrated orange juice. The UK version is adapted not only to the British taste but to the British tax regime: the British government introduced a sugar tax in 2017, making a product with higher sugar content more expensive. In order to stay competitive and minimise the impact of such taxes, the Coca-Cola Company uses less sugar in its UK products. 

Awareness of how local regulations and tax systems could impact certain products or ingredients is a key part of adapting a product for a local market. Thorough market research must therefore be first on the agenda to understand what needs to be changed for a target market as well as what should remain the same. Let鈥檚 take a closer look at other key elements of product adaptation. 

Key elements of product adaptation 

There are at least 7 key drivers you need to consider when deciding if product adaptation is necessary and desirable. 

Regulation 

Market-specific requirements often dictate labelling, declarations of conformity and product instructions 鈥� you can read more about it in this article on the linguistic requirements for export. But labelling only scratches the surface. These regulations can extend beyond product packaging to affect the actual content of the product. For example, in the USA, certain food additives are allowed that may not be allowed in Europe and vice versa, necessitating adjustments to the product formulations to meet local regulatory standards while maintaining product integrity.  

Physical environment 

Some products are naturally more suited for certain markets, while others might need a tweak or an adjustment of some kind based on the physical environment of the target market. Cars and other vehicles, for example, might need modification to suit the climatic conditions of a particular geography. In the Middle East, vehicle filters and clutch systems are adapted for hot, dusty conditions. In contrast, in the Nordic market, electric cars benefit from features like seat warmers and battery warmers that provide safety and comfort during the long, cold, dark winters.  

Infrastructure 

Considerations for physical products also include storage needs and logistics. How good is storage capacity in the target market? If it is frozen food, for example, are freezers generally available and can your product be shipped in lorries with freezer boxes?  

Here, we can also return to the size issue that IKEA faced: some consumer markets like to buy in bulk and do their shopping less frequently, such as American consumers. As a result, it makes sense to have large packaging that can fit more of the product inside or multi-packs so that several items can be purchased in one go. In other markets, not least developing markets, purchasing power is relatively weaker, and so consumers tend to prefer small units. Here, it makes sense to pack even low-cost products such as chewing gum or razors into single-item packaging to lower the buying threshold for the consumer. 

Internet 

For online products or services, the quality of the internet infrastructure is paramount. Why did Facebook launch their Facebook Lite version? Because it ensures accessibility for users in countries with lower internet connectivity. 

Likewise, having a website equipped with amazing functionalities and offerings loses value if users are forced to endure long loading times. Google鈥檚 research has found that 53% of mobile users will abandon a webpage if it does not load within 3 seconds, despite the average load time on 4G networks being 14 seconds! Therefore, optimising your website to ensure rapid loading times is crucial, particularly if you want to align with the internet capabilities of your target market. 

Culture and consumer preferences 

Just as McDonald鈥檚 tailors its menu to fit in with local preferences, Starbucks has also adapted its products to suit local cultural and consumer preferences. In Japan, understanding the significant role tea plays in Japanese culture, Starbucks decided to enrich its menu with an array of tea options, including a matcha-flavoured one as well as various green teas.  

In addition, Starbucks embraced the significance of the Japanese Cherry Blossom Festival by introducing pink-coloured drinks, cups and merchandise, aligning their brand with the festival鈥檚 cherry-pink colour theme. Not only did this tap into a unique element of Japanese culture, but it also appealed to the Japanese consumers鈥� preference for special and limited-edition products, which can help drive sales. 

Competitors and corporate culture 

Before deciding to enter a new market or not, the first question naturally is: what is currently being offered there? If an existing product already satisfies consumer demands in a way that poses a challenge to your competitive advantage, then you need to think very carefully about your approach.  

Product adaptation should be executed with precision by accounting for the existing market landscape and determining how your product could fill a gap in the market.  

Such a strategic alignment depends on your corporate culture: is there a proactive willingness to conduct thorough market research? Does your team possess the necessary skills and abilities to make the necessary changes and tweaks? Do you need to bring in outside expertise or further training? Addressing these questions is fundamental to formulating a successful export strategy. 

Language 

Another factor that plays a pivotal role in the global expansion of a business is the question of language. A study by Aston University鈥檚 Business School into 415 UK SMEs from different sectors illustrates how important the language element is to a successful export strategy. The report made it clear that 鈥�… SMEs making use of language capabilities are 30% more successful in exporting than those who do not.鈥�&苍产蝉辫; 

Navigating the language requirements for exporting involves everything from translating regulatory documents and compliance statements to the wording on the product packaging and marketing materials. For digital products, such as an app, it may be necessary to consider user or UX localisation. This entails the adaptation of the user experience to local expectations in terms of language, culture, norms and formats, as well as offering products suited to the local audience. 

Every step of the product way is infused with linguistic considerations, and mistakes can cost a company dearly. IKEA exemplifies the strategic use of language to resonate with local consumers, notably through their marketing campaign in Malaysia that cleverly integrated wordplay in the local Hokkien dialect into their product marketing content. 

The four areas of product adaptation

In substance, the various considerations for entering a new market can be roughly divided into four areas of adaptation: Statutory, preference, aesthetic and function.  

Statutory adaptation is the changes that you need to make to comply with regulatory and legal requirements for the target market, such as safety features and additives. 

Preference adaptation includes those modifications made to better align with the local market鈥檚 tastes and preferences, such as colour, taste, texture and range of product choices. 

Aesthetic adaptations, while also falling under preference adaptation, hold distinct importance. Prioritising the way a product looks is not merely a nice thing to do; it is a crucial consideration if you want to outperform your competitors. As seen with Starbucks, Japanese consumers prefer products that are neat and visually appealing, so aesthetic changes are an effective way to build a connection to Japanese consumers. 

Functional adaptation refers to adjustments in how a product works to ensure it meets the specific needs of the target market more effectively. Examples include Facebook Lite optimising performance for regions with limited internet, changes in packaging size for convenience or additional features like battery heaters for cold climates. 

The ultimate global market strategy always starts with considering the target consumer and working your way backwards to determine what needs to be done at every step of the way to make new consumers choose your product.  

Start with market research and the considerations outlined in this article, and it can mean the difference between selling a product that collects dust and one that flies off the shelves.

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