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Doula and Birth Coaching Services Market

Market Study on Doula and Birth Coaching Services: PMR Foresees Various Opportunities, Analysing a Growing Emphasis on Personalized and Holistic Maternity Care, Rising Awareness of the Positive Impact of Emotional and Physical Support During Childbirth, and Increased Recognition of Doulas as Essential Companions Contributing to Enhanced Birthing Experiences

A Detailed Analysis of the Doula and Birth Coaching Services Market Reveals Growing Demand for Personalized and Supportive Childbirth Assistance, a Rise in Holistic Maternity Care, and Recognition of Doulas as Essential Contributors to Positive Birthing Experiences

Doula and Birth Coaching Services Market

The global Doula and Birth Coaching Services market is forecast to expand at a CAGR of 7.2% and thereby increase from US$22.3 Bn in 2023 to US$36.29 Bn by the end of 2030.


Key Insights

Doula and Birth Coaching Services Market Size (2023E)

US$22.3 Bn 

Projected Market Value (2030F)

US$36.29 Bn 

Global Market Growth Rate (CAGR 2023 to 2030)


Historical Market Growth Rate (CAGR 2018 to 2022)


Revenue Share of Top Four Countries (2022E)


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Market Introduction and Definition

A doula is a certified practitioner who offers expectant mothers psychological, physical, and informational assistance before, during, and after the delivery of a child. Their primary responsibility is to provide ongoing support, aiding women in navigating the process of childbirth through the provision of comfort measures, championing the mother's preferences, and cultivating a favorable birthing environment. Birth coaching services comprise an extensive range of educational components and supportive practices, which aim to empower and mentor individuals throughout the process of childbirth. The primary objective of these services is to improve the general welfare of pregnant women and foster a more knowledgeable and assured approach to the process of giving birth.

A multitude of factors exert an influence on the worldwide market for doula and labor coaching services. The demand for personalized support during childbirth is propelled by an increasing preference for natural and holistic birthing experiences and an increased awareness of the advantages associated with such services. Moreover, the increasing focus on the mental health and overall well-being of mothers underscores the criticality of the emotional assistance rendered by doulas. Accessibility is further enhanced by technological developments and the availability of virtual doula services. A desire for individualized, patient-centered care and the transition to a consumer-driven healthcare model are factors driving the global expansion of the doula and birth coaching services market.


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Market Growth Drivers

 Increasing Maternal Mental Health

The expanding acknowledgment of the beneficial effects doula and birth coaching services have on maternal mental health is a significant factor in the expansion of this industry worldwide. The mental health of the mother has become an increasingly important component of her overall well-being throughout the perinatal period, which includes both pregnancy and the postpartum phase. In light of the significant impact that psychological and emotional elements have on the process of childbirth, an increasing number of healthcare professionals and expectant parents are seeking the assistance of doulas and birth coaches to obtain vital emotional support.

Increasing recognition of the correlation between mental health and outcomes during childbirth has generated demand for these services. Research consistently demonstrates a correlation between the emotional state of a woman during pregnancy and childbirth and a range of outcomes related to the birthing process, such as pain perception, labor duration, and overall satisfaction. Doulas, through their commitment to providing uninterrupted emotional support, serve as a crucial component in alleviating the distress, apprehension, and distress that are commonly linked to the process of childbirth. Their contribution to a nurturing atmosphere during childbirth enhances the experience and empowers the mother, thereby exerting an impact on the long-term mental health of the mother.

Absence of Uniform Accreditation and Regulation Within Healthcare Systems

One significant impediment to the expansion of the worldwide doula and delivery coaching services industry is the absence of uniform accreditation and regulation within healthcare systems. The integration of these services into formal healthcare structures is hindered by regional variations in recognition and standardization, despite the increasing demand for such services. The lack of standardized regulatory frameworks could potentially impede the extensive implementation of doula services and restrict their availability to a more limited demographic. The absence of a standardized certification or licensure procedure for doulas in numerous locations results in inconsistent provision of services. The lack of well-defined protocols could engender ambiguity among medical professionals, thereby impeding the smooth integration of doulas into maternity care teams.

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Market Restraints

 Financial Barrier

The financial barrier to accessing doula and labor coaching services is a significant factor challenging the global market for these products and services. Although there is a growing need for individualized assistance during childbirth, certain individuals and families may find the expenses associated with employing a doula or enrolling in comprehensive birth coaching programs to be unaffordable. In contrast to conventional healthcare services, which are frequently reimbursed through insurance, doula services are frequently regarded as personal payments, posing a financial burden for individuals with restricted means. The financial challenge is further compounded by the absence of consistent insurance coverage for doula services, given that reimbursement policies differ significantly among insurance providers and regions. The lack of consistency in the pricing of doula services renders them more of a luxury item than a viable option for a wider range of individuals. Vulnerable populations are disproportionately impacted by this financial obstacle, which may prevent individuals from lower socioeconomic status from accessing the educational and emotional assistance that doulas offer throughout the childbearing process.

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 Rising Demand for Patient-Centered and Individualized Healthcare

An opportunistic factor driving the global market for doula and birth guidance services is the rising demand for patient-centered, individualized healthcare. As healthcare systems evolve globally, the significance of customizing care to meet the preferences and requirements of each individual is becoming increasingly apparent. This transition is in complete accordance with the guiding principles of birth coaching and doula services, which prioritize offering expectant parents individualized, emotional, and educational assistance throughout the process of giving birth.

The shift towards personalized healthcare is indicative of a more widespread societal tendency in which people desire greater autonomy in making healthcare-related choices. There is an increased demand among expectant parents for a childbearing experience that is consistent with their cultural beliefs, personal values, and preferences. Through their provision of ongoing support, advocacy, and education, doulas and birth facilitators facilitate the implementation of this individualized approach. The increased focus on collaborative decision-making within the healthcare sector enhances the function of doulas by enabling anticipatory parents to make well-informed decisions, thereby cultivating a feeling of agency and contentment throughout the process of childbirth.

Analyst’s Viewpoint

The market for doula and birth coaching services on a global scale is anticipated to experience significant expansion due to a convergence of factors that emphasize the growing acknowledgment of the value of a comprehensive and individualized approach to maternity care. An important catalyst for market growth is the increasing consciousness among prospective parents regarding the advantages of receiving emotional and informational assistance throughout the process of childbirth. With the progression of societal perspectives, there is an increased focus on a patient-centric paradigm in the healthcare sector, specifically regarding maternity care. This paradigm shift places doula and birth coaching services at the vanguard of this significant change. In this market, manufacturers and service providers are crucial in addressing the changing demands of consumers.

The dynamic between manufacturers and consumers is one of cooperation to improve the childbirth experience as a whole. By investing in exhaustive training programs for doulas, manufacturers are guaranteeing an exceptional level of service delivery. Furthermore, there is a growing emphasis on consumer education, which empowers prospective parents to make well-informed decisions concerning the type of assistance they prefer throughout the process of childbirth. The adoption of this cooperative methodology cultivates an atmosphere of confidence and openness, thereby bolstering the expansion of the industry as individuals escalate their involvement in the healthcare decision-making procedure. The future of the market is additionally influenced by technological progress, as virtual platforms that provide childbirth education and online doula services are integrated into the market.

Supply-side Dynamics

Prominent industry participants are proactively transforming the doula and birth guidance services sector through their leadership in initiatives to establish uniformity and professionalism. DONA International and Doula UK play a pivotal role in the establishment of ethical guidelines, certification standards, and training programs for doulas, thereby promoting the profession's credibility and engendering consumer confidence. These individuals engage in partnerships with healthcare organizations and promote the integration of doula services into maternity care frameworks, thereby aiding in the normalization of doula assistance throughout the labor process. Additionally, they contribute significantly to the advancement of research concerning the effects of doula services, providing evidence for the positive effects of emotional support on the health of mothers and newborns. Dominant actors are not only influencing the market but also enhancing the international standing of doula and birth coaching services through the implementation of these initiatives.

The global doula and birth coaching services market is distinguished by the presence of major actors including DONA International, Doula UK, and the International Childbirth Education Association (ICEA). These organizations are at the forefront of the doula industry in terms of standard-setting, training provision, and advocacy for the incorporation of doula services into conventional healthcare. The United States is among the leading nations that have embraced these services, with organizations such as DONA International having been instrumental in the development and standardization of doula procedures. The Canadian Association of Labour Support (CALS) actively promotes the extensive implementation of doula services within the country. Moreover, within Europe, the United Kingdom emerges as a leader, exemplified by Doula UK, which advocates for the expansion and acknowledgment of doula and birth guidance services.

Market Segmentation

What Doula Type Will Be Targeted the Most for Installations?

Labor/Birth Doula to be Dominant owing to their continuous and Emotional Bond

It is anticipated that the labor/birth doula segment will hold the most significant portion of the market for doula and birth guidance services. This is predominantly because, during labor and delivery, individuals require continuous emotional and physical support, which is a critical and high-demand period. Labor and delivery doulas fulfill a critical function by offering solace, support, and direction throughout the process of childbirth, thereby establishing their contributions as indispensable components of the complete childbearing journey. It is projected that the labor/birth doula segment will maintain its market dominance, whereas the postpartum doula segment will experience the most rapid growth. The rising concern for maternal mental health and the growing recognition of the importance of the postpartum period are factors propelling the demand for postpartum doula services. Doulas provide invaluable assistance during the initial weeks following childbirth by aiding in newborn care, offering guidance on breastfeeding, and attending to emotional well-being. This has resulted in the segment's rapid expansion, as more and more individuals acknowledge the significance of comprehensive support during the entire perinatal phase.

Which Service Type Should Be Focused on the Most Regarding Sales?

Online Mode to be accommodating the Largest Section owing to Dependency on Digital Platforms

It is anticipated that the online sector will hold the most significant portion of the market for doula and labor coaching services. As individuals become more dependent on digital platforms for information, communication, and services, the demand for online doula and labor coaching services has increased. Online segments are market leaders due to the ease with which support and information can be accessed remotely, particularly in light of the worldwide trend toward virtual healthcare. Concurrently, there is an expectation for the offline sector to experience substantial expansion, propelled by the realization of the lasting significance of face-to-face communication and assistance. Although online services offer convenience, in-person interactions are frequently more advantageous due to the intimate and personal nature of doula support. The ongoing desire for individualized and experiential support throughout the childbearing process is anticipated to drive substantial expansion in the offline sector, encompassing conventional in-person doula services. This sector caters to individuals who place a premium on physical proximity and interpersonal engagement during the childbearing process.

Which Service Mode Are Expected to Benefit the Most from Revenue Generation?

Pregnancy Coaching to Occupy the Dominant Share owing to their Comprehensive Approach

It is anticipated that the segment offering pregnancy coaching will hold the most significant portion of the market for doula and birth coaching services. Pregnancy coaching encompasses the comprehensive welfare of prospective parents by providing guidance and assistance during the entirety of the gestational phase. The projected surge in comprehensive prenatal care will generate significant demand for pregnancy coaching services, thereby establishing this sector as a market leader. Childbirth education courses offered online are anticipated to expand at the most rapid rate. The proliferation of digital platforms designed for healthcare education and the ease of remotely accessing information are factors that contribute to the exponential expansion of online childbirth education. Due to the increasing demand for interactive and informative educational resources throughout the childbearing process, the accessibility, adaptability, and cost-efficiency of virtual classes have propelled the rapid growth of this market segment among expectant parents.

Which Coaching Type is expected to generate the most value for the market?

Private Coaching Sector to be Adopted Rapidly Owing to a Customized and Individualized Approach

It is anticipated that the private coaching sector will hold the most significant portion of the market concerning doula and birth coaching services. Private instruction provides a customized and individualized approach that caters to the unique requirements and preferences of couples or individuals throughout the process of childbirth. The market is dominated by the private coaching segment due to the high demand for individualized assistance and customized guidance. In contrast, group instruction is anticipated to experience the most rapid expansion. The accelerated growth of group coaching services can be attributed to the allure of shared experiences, the support of peers, and the possibility of a more economical resolution. The rapid expansion of the group coaching segment can be attributed to the increasing demand for community and collective learning. This segment offers a supportive and educational atmosphere that caters to a wider audience throughout the childbirth process.

Which Package Type Service Mode Are Expected to Be Valued at the Maximum?

Virtual Sales to be Superior Owing to Growing Inclination Towards Digitalization

It is anticipated that the virtual package segment will hold the most significant market share in the market for doula and labor coaching services. The growing inclination towards digitalization and the ease of remotely accessing services have contributed to the surge in demand for virtual packages. Due to their adaptability and convenience, virtual products appeal to individuals who prefer to receive assistance from the convenience of their residences, which contributes to this market segment's dominance. In contrast, the fastest-growing segment is anticipated to be in-person packages. Although virtual services have become increasingly popular, face-to-face interactions and support throughout the childbearing process continue to hold considerable value. With the increasing recognition of the significance of physical proximity and interpersonal rapport, the in-person package sector is positioned for substantial expansion, especially among individuals who place a premium on experiential learning and appreciate the closeness of in-person assistance throughout the childbearing process.

Top Regional Markets

Why is North America Emerging as a Dominating Region?

Cultural Emphasis on Individualized Childbirth Experience to Promote Growth

It is anticipated that North America will hold the largest market share of the worldwide doula and labor coaching services industry. Numerous factors contribute to this prominence, including a cultural emphasis on individualized childbirth experiences, a well-established healthcare infrastructure, and a heightened awareness of the advantages of personalized maternity care. There is a noticeable upward trajectory in North America toward patient-centered and holistic healthcare, as an expanding cohort of expectant parents actively pursue comprehensive assistance throughout the perinatal phase. The significant market share is attributable to the region's sophisticated healthcare systems and cultural adjustments toward recognizing the significance of emotional and mental health during childbirth. Furthermore, a strong network of professional doula organizations, training programs, and advocacy initiatives exists in North America, which promotes the incorporation of doula services into conventional maternity care.

What Opportunities Lie in South Asia and the Pacific for Manufacturers?

Large and Heterogeneous Populace Resides in the Region to Generate Revenue

The region of South Asia & Pacific is anticipated to witness the most rapid expansion in the market for doula and birth guidance services. A large and heterogeneous populace resides in the region, contributing to the variety of cultural perspectives and healthcare practices regarding labor. The increasing recognition of the advantages offered by doulas and birth coaches, coupled with the ongoing modernization of healthcare in the region, has generated a rising need for maternity care that is more individualized and encouraging. The convergence of factors such as a growing middle class, elevated population density, and enhanced healthcare information accessibility fosters a conducive milieu for the proliferation of doula services. In South Asia and the Pacific, healthcare organizations and governments are recognizing the significance of maternal health and implementing measures to improve the quality of maternity care as a whole. In conjunction with the demographic patterns observed in the area, this renders South Asia & Pacific a region ripe for the exponential expansion of the doula and birth coaching services sector. Anticipant parents in this region are in search of enhanced assistance that is personalized and attuned to cultural nuances throughout the childbearing process.

Competitive Intelligence and Business Strategy

Prominent entities in the worldwide market for doula and birth guidance services, such as DONA International, the International Childbirth Education Association (ICEA), and Doula UK, utilize diverse approaches to attain the greatest possible market penetration and industry influence.

These dominant actors are preoccupied with establishing and upholding industry standards. DONA International and ICEA are pivotal organizations in the development of certification programs and ethical standards for the doula profession. Through the establishment of standardized training and certification protocols, they actively promote the professionalization of doula services, thereby fostering consumer and practitioner confidence. The establishment of this standard not only improves the caliber of services but also establishes a standard against which the proficiency of doula practitioners can be assessed, thereby establishing these organizations as market leaders. Furthermore, influential entities proactively participate in advocacy and collaborative endeavors. The organization strives to incorporate doula services into conventional healthcare systems through the cultivation of collaborations with healthcare institutions and practitioners. This requires highlighting the positive influence of emotional support on maternal and neonatal outcomes and advocating for the recognition of doulas as indispensable members of maternity care teams. Using collective endeavors, these participants impact policy modifications and aid in the wider recognition and implementation of doula services within traditional healthcare structures.

Doula and Birth Coaching Services Market Report Scope



Forecast Period

2023 to 2030

Historical Data Available for

2018 to 2022

Market Analysis

US$ Million for Value

Key Regions Covered

  • North America
  • Latin America
  • Europe
  • South Asia & Pacific
  • East Asia
  • The Middle East & Africa  

Key Countries Covered

  • United States
  • Canada
  • Germany
  • United Kingdom
  • France
  • Italy
  • Spain
  • Russia
  • China
  • Japan
  • South Korea
  • India
  • Thailand
  • Malaysia
  • Indonesia
  • Australia
  • New Zealand
  • GCC Countries
  • South Africa  

Key Market Segments Covered

  • Doula Type
  • Service Type
  • Service Mode
  • Coaching Type
  • Package Type
  • Region

Key Companies Profiled

  • My Baby Lady
  • The New Mummy Company
  • Be Her Village Inc.
  • Gold Coast Doulas
  • Louisiana Baby Company
  • Vermont Doula Company
  • Horizon NJ Health
  • June Motherhood

Report Coverage

  • Market Forecast
  • Company Share Analysis
  • Competition Intelligence
  • DROT Analysis
  • Market Dynamics and Challenges
  • Strategic Growth Initiatives  

Customization & Pricing

Available upon request

Doula and Birth Coaching Services Market Research Segmentation

By Doula Type:

  • Labor/Birth Doula
  • Postpartum Doula
  • AntePartum Doula
  • Sibling Doula
  • Others

By Service Mode:

  • Online
  • Offline

By Service Type:

  • By Service Type
  • Pregnancy Coaching
  • Childbirth Coaching
  • Postpartum Support
  • Online Childbirth Education Classes
  • Others

By Coaching Type:

  • Group Coaching
  • Private Coaching

By Package Type:

  • Package Type
  • In-Person Package
  • Virtual Package

By Region:

  • North America
  • Europe
  • East Asia
  • South Asia & Oceania
  • Latin America
  • Middle East & Africa

- Companies Covered in This Report -

  • My Baby Lady
  • The New Mummy Company
  • Be Her Village Inc.
  • Gold Coast Doulas
  • Louisiana Baby Company
  • Vermont Doula Company
  • Horizon NJ Health

- Frequently Asked Questions -

The market is anticipated to grow at a CAGR of 7.2% during the projected period.

The Doula and Birth Coaching Services market was valued at US$22.3 billion in 2023.

The United States held the largest market share in 2023.

The prominent players in the market are My Baby Lady, The New Mummy Company,, and Be Her Village Inc., among others.

The in-person package segment is expected to grow fastest during the forecast period.

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