Elevit recently released results from a survey highlighting the significant emotional, physical, and societal pressures—often exacerbated by external expectations and social media—experienced by Australian mothers.
Research house PureProfile was commissioned by Bayer to conduct an online survey between September 16 and 26, 2025, involving over 1,000 women aged 18 to 45.
“Our aim was to open the door for a greater conversation on the stressors women experience, as well as the support they might need throughout their pregnancy journey,” Ayumi Uyeda, General Manager of Consumer Health at Bayer, told NutraIngredients.
“We always appreciate that the pre-conception, pregnancy and postpartum journey is unique for every woman, but we also know that there are some distinct common themes that run across. We wanted to better understand how women are feeling and thinking, so we can explore ways to support.”
A key finding was that more than two-thirds (69%) of Aussie mums face pressure throughout their journey from pre-conception to postpartum. They feel “very responsible for getting everything right”, while pregnant, for their baby’s health.
Additionally, four in five (80%) women who have given birth agreed that the pressure to appear perfect makes it harder to be open about their stresses—conception delays experienced by 57% of women causing sadness (47%) and envy (34%), sensory overload from being “touched out” (49%), and isolation or loneliness (27%).
Despite these challenges, the survey found that many women discovered inner strength through the motherhood journey. Over 25% noted that their support network exceeded expectations, underscoring the importance of a community-driven approach.
“Women are the gateway to a family’s health. How do we empower them and help them at this important stage when they’re thinking about pregnancy and starting a family?
“We’re really proud of these survey findings that help build our understanding of the untold truths of pregnancy, and what women are thinking, feeling, and need.”
Putting together valuable resources
The insights from the survey reinforce Elevit’s partnerships with Aussie start-ups, namely Happy Kat and Lumi Health, aimed at delivering comprehensive, rounded care.
Specifically, Lumi Health specializes in reproductive genetic screening, and boasts over 35 years of combined experience from its team of doctors, genetic counsellors, and scientists. Its collaboration with Elevit comprises bundled services that marry genetic screening with prenatal vitamins to provide informed family planning.
On the other hand, Happy Kat focuses on postpartum recovery and offers postpartum essentials like recovery packs, disposable underwear and soothing wipes to assist new mums during their healing journey. It is partnering Elevit to empower women in the fourth trimester through these products and the latter’s breastfeeding nutritional support.
“By shining a light on the issues raised in our research, we can improve awareness of these challenges, which also guides us in making decisions around our partnerships.
“Elevit believes in the power of partnerships and we know that a woman’s journey from pre-conception to birth and beyond requires a lot of information, practical support, guidance and care, and we’re only too happy to bring important service providers into the fold to give women a helping hand.”
From an innovation perspective
In terms of product innovation, Bayer is continuously evolving its Elevit range to meet the changing needs of mums.
Most recently, Elevit Pre-conception & Pregnancy Multivitamin was enhanced with five times more vitamin D to bolster bone health for baby and calcium absorption for mother, while also supporting a range of other health outcomes.
“Elevit is committed to investing in world-class science to reduce the risk of neural tube defects and providing every baby with the best nutritional start to life. More broadly, Bayer has long supported women’s health in Australia—launching our first oral contraceptive to Australian women 60 years ago.
“We continue to focus on women’s health in the areas of contraception, endometriosis, heavy menstrual bleeding, menopause, and pregnancy nutrition,” said Uyeda.
Bayer believes that the industry has an obligation is to listen to women and find ways to support them through pre-pregnancy to postpartum, including constant innovation and exploring partnerships.
“Elevit is backed by science, providing reassurance that mum is getting the nutrients she needs. It’s actually the most studied prenatal supplement. Partnering with like-minded organizations also means that we can create broader resources to round out addressing more of these concerns.”
