The demand for postpartum doulas is growing, according to a new article from Business Insider. This is welcome news for those looking into postpartum doula training. Industry reports estimate that the global market for doula services and postpartum care is currently valued at nearly $24 billion. It is projected to grow at an annual rate of over 8% through 2032.
For those of us in postpartum care, this is amazing news far beyond potential income. This growing demand highlights the increasing awareness of the importance of adequate postpartum support. In the US, our maternal infant health outcomes are far below what we should expect for a developed nation. Compared to other developed countries with similar wealth, the risks in the perinatal period are high.
Many other countries emphasize postpartum support. The US lags behind other countries, which is where an increase in postpartum doula care could help.
What is Postpartum Doula Training?
At the International Doula Institute, we define a postpartum doula as a support person trained in the needs of the family in the days, weeks and months after birth or the addition of a new baby. The doula offers non-judgmental support, guidance, evidence-based education and practical hands-on support immediately after birth through the first year.
Our postpartum doula training ensures one is equipped with the skills necessary to help families adjust to life with a new baby, or babies.
The Certified Postpartum Doula is trained in 5 Core Competencies:
- Caring for and Understanding the Needs of the Postpartum Mom and Partner
- Caring for and Understanding the Needs of Baby/Babies
- Caring for and Understanding the Needs of the Siblings
- Caring for and Understanding the Needs of the Home
- Caring for the Whole Family Utilizing Emotional Intelligence
Understanding the needs of the postpartum mom is being aware of the physiological changes after birth, including hormonal, emotional, physical, and the impact of lactation. Understanding the needs of baby is knowing typical newborn and infant development, behavior, eating and sleeping needs. Those things, alongside understanding the whole family unit and household, mean a postpartum doula is there to help with whole family adjustment and healing.
Increasing Demand for Postpartum Doulas
Why is there an increased demand for postpartum doulas? It seems to be multifaceted. However, some of the biggest reasons seem to be:
- More awareness of maternal mental health concerns
- Understanding physical risks in the postpartum period (e.g., risk of cardiac and hypertensive complications)
- Growing support for new parents in the workplace – some employers even provide postpartum doula coverage as a benefit
- Shifting societal expectations around what it means to “recover” after giving birth
- Increased awareness about the importance of breastfeeding and understanding of how difficult it can be
A new generation is finally realizing that parenthood is not meant to be done solo. Many new parents are navigating isolation during parenthood. Many live far from extended family, work demanding jobs, or face cultural or medical barriers that leave them feeling unsupported.
In this environment, postpartum doulas can be a lifeline—offering everything from emotional reassurance and mental health education to newborn care, meal prep, and breastfeeding guidance. This wraparound support isn’t just a luxury; for many families, it’s essential.
What Does This Increase in Demand Mean For Postpartum Doulas?
The increase in demand is more than a market trend; it’s a cultural shift. As families and healthcare providers finally recognize the importance of a supported postpartum period, postpartum doulas are stepping in to bridge the gap in care.
For doulas, this growth also represents opportunity. Doulas who invest in continuing education, complete and maintain certification, and develop specialized services will be ready to meet this demand.
Now is the time to take perinatal education seriously. Take time to jump into learning about specialized services such as:
- Overnight support
- Sibling care and adjustment
- Postpartum planning
- Meal support
Being able to offer specialized support can help you stand apart from other postpartum services in your area. At IDI, our postpartum training and certification equips you to provide the above services and more.
If you’re not already a postpartum doula, get started today! Be ready to mee the demand for postpartum support in your area.
Author: Aliza Juliette Bancoff
Aliza Juliette Bancoff is a well-known doula and doula trainer who has been providing doula services to families for over a decade. She is the founder of Main Line Doulas, a doula group providing doula support in the great Philadelphia area for the last decade, the International Doula Institute, which provides online doula training and lactation training and certification programs and the International Breastfeeding Institute which provides lactation training and certification. She is the co-founder of United Birth, a company devoted to increasing access to doulas across the country to make the perinatal time safer both physically and emotionally. “Every birthing person deserves access to quality doula support. And we are working to make that a reality across the country. The work we are doing to get doulas to every birthing person will decrease the black infant and maternal mortality rate significantly by 2030.” Says Bancoff. Aliza is known for her compassionate and empowering approach to doula work, and she has been featured in numerous media outlets, including United Nations Maternal Health Report, Parent Magazine, CafeMom, theBump and many more. Aliza's journey into doula work began when she gave birth to her first child and felt a strong calling...