Doula and Birth Coaching Services Market to Grow at a CAGR of 7.2% in 2023-30 | Persistence Market Research


Certified doulas offer essential psychological, physical, and informational support to expectant mothers, propelling North America to dominate the global market for doula and labor coaching services

New York, Jan. 24, 2024 (GLOBE NEWSWIRE) — Market Size & Overview:

The global Doula and Birth Coaching Services market is anticipated to witness a growth rate of 7.2%, projecting an increase from US$22.3 billion in 2023 to US$36.29 billion by the conclusion of 2030. Doulas, certified practitioners specializing in providing psychological, physical, and informational support to expectant mothers, play a crucial role before, during, and after childbirth. Their main focus is on offering continuous assistance, employing comfort measures, advocating for the mother’s preferences, and cultivating a positive birthing environment.


Several factors contribute to the global dynamics of the doula and coaching services market. The rising demand for personalized support during childbirth is driven by a growing preference for natural and holistic birthing experiences, coupled with increased awareness of the associated benefits. Additionally, the emphasis on maternal mental health and overall well-being underscores the significance of emotional support provided by doulas. Technological advancements, including the availability of virtual doula services, further enhance accessibility.

The Birth coaching services encompass a wide array of educational components and supportive practices aimed at empowering and guiding individuals through the childbirth process. The primary objective is to enhance the overall well-being of pregnant women, promoting a knowledgeable and confident approach to giving birth.

The desire for individualized, patient-centered care and the shift towards a consumer-driven healthcare model are key factors propelling the global expansion of the doula and birth coaching services market.

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Market Scope: 

Report Coverage  Details 
Market Revenue 2023 US$22.3 billion
Estimated Revenue 2030 US$36.29 billion
Growth Rate – CAGR  7.2%  
Forecast Period  2023-2030
No. of Pages  211 Pages 
Market Segmentation 
  • Doula Type
  • Service Type
  • Service Mode
  • Coaching Type
  • Package Type
  • Region
Regions Covered 
  • North America
  • Europe
  • Latin America
  • East Asia
  • The Middle East & Africa
  • South Asia & Pacific
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

Market Growth Drivers:

Rising Preference for Holistic Birthing Experiences: Increasing awareness and a growing preference among expectant mothers for natural and holistic birthing experiences drive the demand for doula services. Doulas play a crucial role in supporting such preferences, providing personalized care throughout the childbirth process.

Focus on Maternal Mental Health: The recognition of the importance of maternal mental health has elevated the role of doulas, who offer emotional support to expectant mothers. As mental well-being gains prominence in healthcare, the demand for services that address emotional needs during childbirth has increased.

Advantages of Personalized Support: The demand for individualized and patient-centered care has led to the popularity of doula services. Doulas provide continuous support, comfort measures, and advocacy for the mother’s preferences, contributing to a more positive and personalized birthing experience.

Technological Advancements and Virtual Services: Technological developments have made doula services more accessible, with the availability of virtual doula services. This technological integration enhances convenience for expectant mothers, enabling them to receive support and guidance remotely.

Consumer-Driven Healthcare Model: The global shift towards a consumer-driven healthcare model, where individuals actively seek and participate in their healthcare decisions, has fueled the demand for services that align with patients’ preferences. Doula and birth coaching services cater to this trend by providing personalized and patient-centric care.

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Market Restraints:

Limited Insurance Coverage: The lack of comprehensive insurance coverage for doula services may hinder market growth. Many insurance plans may not fully cover the expenses associated with hiring a doula, making it a less accessible option for some expectant mothers.

Regulatory Challenges: In some regions, there may be regulatory challenges or lack of standardized certification for doulas. This can result in variations in the quality of services provided and may pose a barrier to the widespread adoption of doula services.

Cost Concerns: The cost associated with hiring a doula or enrolling in birth coaching services may be perceived as a barrier by some individuals. Affordability concerns could limit the accessibility of these services, particularly in lower-income communities.

Cultural and Societal Factors: Cultural norms and societal attitudes towards childbirth practices may influence the acceptance of doula services. In certain cultures, traditional birthing practices may be preferred over modern doula-assisted approaches, impacting the market’s growth potential.

Limited Awareness in Some Regions: Despite increasing awareness, there may still be regions where awareness about the benefits of doula and birth coaching services is limited. Lack of awareness can result in lower demand and slower market penetration in these areas.

Perceived Lack of Medical Training: Some individuals may express concerns about the perceived lack of medical training among doulas. Clarifying the role of doulas, emphasizing their complementary nature to medical professionals, and addressing misconceptions may be necessary to overcome this restraint.


Increased Insurance Coverage: Advocacy for expanded insurance coverage for doula services could open up new opportunities. Collaborative efforts between healthcare providers, insurance companies, and advocacy groups may help in establishing comprehensive coverage for doula services, making them more accessible to a broader range of expectant mothers.

Telehealth and Virtual Services: The growing acceptance of telehealth and virtual services presents an opportunity for doula services to reach a wider audience. Offering virtual consultations, educational sessions, and emotional support can enhance accessibility, especially in remote or underserved areas.

Research and Evidence-Based Practices: Continued research on the benefits of doula and birth coaching services can strengthen their credibility within the medical community. Evidence-based practices can contribute to increased acceptance by healthcare professionals and foster collaboration between doulas and traditional medical caregivers.

Diversity and Cultural Competence: Tailoring doula services to diverse cultural needs and preferences can unlock new markets. Training doulas to be culturally competent and adapting services to respect various cultural norms may increase acceptance and utilization among a more diverse population.

Educational Campaigns: Increasing public awareness about the advantages of doula and birth coaching services through educational campaigns can drive demand. Dispelling myths, clarifying the role of doulas, and highlighting the positive impact on childbirth experiences can contribute to market growth.

Market Segmentation

What Doula Type Will Be Targeted the Most for Installations?

The labor/birth doula segment is poised to dominate the market for doula and birth guidance services, given its crucial role in providing continuous emotional and physical support during childbirth. While this segment maintains its market stronghold, the postpartum doula segment is expected to experience rapid growth. The increasing awareness of maternal mental health and the importance of postpartum care are driving demand for postpartum doula services, contributing to its substantial expansion.

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

The dominant share in the doula and birth coaching services market is expected to be held by the pregnancy coaching segment. This comprehensive approach caters to the well-being of prospective parents throughout the gestational phase. The surge in demand for comprehensive prenatal care is driving the market leadership of pregnancy coaching services. Additionally, online childbirth education courses are experiencing rapid growth, propelled by the convenience and accessibility of digital platforms for expectant parents seeking interactive and informative resources.

Top Regional Markets

Why is North America Emerging as a Dominating Region?

North America is anticipated to dominate the global doula and labor coaching services industry, driven by cultural emphasis on individualized childbirth experiences, a well-established healthcare infrastructure, and increased awareness of the benefits of personalized maternity care.

The region’s growing trend toward patient-centered and holistic healthcare, with expectant parents seeking comprehensive assistance throughout the perinatal phase, contributes to its significant market share. North America’s sophisticated healthcare systems and cultural shifts recognizing the importance of emotional and mental health during childbirth further boost its prominence. The presence of a robust network of professional doula organizations, training programs, and advocacy initiatives in the region promotes the integration of doula services into conventional maternity care.

Some of the market players:

  • My Baby Lady: My Baby Lady is a dedicated service providing personalized support for expectant mothers, offering a range of doula and childbirth coaching services. With a focus on individualized care, they aim to enhance the overall childbirth experience for new mothers.
  • The New Mummy Company: The New Mummy Company specializes in comprehensive maternity services, including doula support, postpartum care, and educational resources. Their commitment to assisting new mothers spans from pregnancy through the early stages of motherhood.
  • is an online platform connecting expectant mothers with certified doulas for personalized childbirth support. Their virtual services cater to the modern, tech-savvy parent seeking guidance and assistance during the perinatal period.
  • Be Her Village Inc.: : Be Her Village Inc. is a community-driven organization offering a range of support services for mothers. Their platform connects new moms with local doulas, creating a supportive village to navigate the challenges of pregnancy, childbirth, and postpartum.
  • Gold Coast Doulas: Gold Coast Doulas provides compassionate and professional doula services in the Gold Coast region. With a team of experienced birth coaches, they aim to empower and assist mothers in achieving a positive birthing experience.
  • Louisiana Baby Company: Louisiana Baby Company is dedicated to supporting families through the childbirth journey. Their services include doula assistance, childbirth education, and postpartum support, ensuring a comprehensive approach to maternal well-being.
  • Vermont Doula Company: Vermont Doula Company focuses on offering personalized doula services in the picturesque region of Vermont. With a commitment to enhancing the birthing experience, their team provides emotional, physical, and informational support for expectant mothers.
  • Horizon NJ Health: Horizon NJ Health is a healthcare organization with a focus on maternal well-being. Their services extend to supporting mothers during childbirth, emphasizing holistic care and the integration of doula services into conventional maternity care.
  • June Motherhood: June Motherhood is a maternity support service catering to the modern mother. Their offerings include doula services, childbirth education, and resources designed to empower and guide women through the transformative journey of motherhood.

Doula and Birth Coaching Services Market Research Segmentation

By Doula Type:

Labor/Birth Doula

Postpartum Doula

AntePartum Doula

Sibling Doula

By Service Mode:



By Service Type:

By Service Type

Pregnancy Coaching

Childbirth Coaching

Postpartum Support

Online Childbirth Education Classes

By Coaching Type:

Group Coaching

Private Coaching

By Package Type:

Package Type

In-Person Package

Virtual Package

By Region:

North America


East Asia

South Asia & Oceania

Latin America

Middle East & Africa

About Persistence Market Research: 

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