A cursory glance of placenta specialist websites and blogs reveals a lot of assumptions about what the average mom is looking for in a placenta encapsulation service, and what her concerns might be. I like to base business decisions on facts rather than assumptions, so I created a market research survey and asked mothers across the country to fill it out anonymously. Birth professionals & placenta specialists were told not to participate. I asked for moms of all kinds to take the survey whether they thought encapsulation was interesting or gag-inducing. The questions I asked were:

  • Theoretically, if you were to have your placenta encapsulated what kind of concerns would you have? (free text entry)
  • Theoretically, if you were hire someone to encapsulate your placenta, where would you want the process done? (Options: In your own home. In the placenta specialist’s workspace. Either, I don’t have a strong preference.)
  • On a scale of 1 to 6 how “crunchy” do you consider yourself when it comes to pregnancy/birth/postpartum/baby stuff? (Options: 1 = 100% mainstream. Western medicine all the way. 6 = Super crunchy. Totally into alternative health.)
  • What best describes you? (Options: I am currently pregnant with my first. I am currently pregnant and I have other kids at home. I am a mom with one or more kids (not currently pregnant). None of the above.)
  • Have you ever or would you ever consider consuming your placenta? (Options: Yes, I have consumed my placenta. Yes, I might consider consuming my placenta. No, I haven’t nor would I consider consuming my placenta.)
  • State & Country (automatically logged by survey program via IP address)

The Results of the Survey

  • 410 people responded
  • 67% had not encapsulated their placenta previously
  • 81% were mothers with at least 1 child but not currently pregnant
  • 16% were currently pregnant
  • 15% identified themselves as mainstream (#1 or #2 on the scale)
  • 53% identified themselves as middle of the road between mainstream and crunchy (#3 or #4 on the scale)
  • 32% identified themselves as crunchy (#5 or #6 on the scale)

Moms’ Concerns About Placenta Encapsulation

  • The #1 concern was the cleanliness of the process, equipment and workspace. 23% of moms expressed at least one of those concerns.
  • 21% expressed concern regarding the safety of the process or of consuming placenta capsules.
  • 19% expressed concern about training and/or certification of the specialist.
  • 13% expressed concern about the experience of the specialist, such as how many clients they had served or how long they had been in business.
  • 6% were concerned about getting their own placenta back or having their placenta mixed up (but surprisingly only 13% of those wanted the placenta processed in their own home).
  • 4% had a concern about cross contamination.
  • 2% had a concern about the cost of encapsulation.
  • 2% had a concern about how to store the placenta before processing or the pills afterwards.
  • 2% had a concern about additives in the capsules.
  • 2% were concerned about getting their capsules back quickly.

Where Do Moms Want Their Placenta Prepared?

Respondents by a large margin did not want the placenta to be processed in their own home. This held true across every demographic, with those identifying as mainstream or currently pregnant being the least likely to want the placenta in their home.

So What Does a Smart Placenta Specialist Do?

Supporting client choice of preparation location is clearly a winning business decision. If you aren’t able to offer both options to your clients, consider the possibility of entering into partnership with a specialist who offers the preparation location you don’t. That way no matter which preference potential clients have, you will be able to sign a contract with them.

When it comes to client concerns it’s clear that moms want a specialist who understands how serious safety and cleanliness are, regardless of where the placenta is processed. The number of placentas you have prepared and the amount of training you have completed will factor strongly in hiring decisions. Despite a recent push of publicity, women are not greatly concerned about their placentas being mixed up and if they are, they still prefer for them to be prepared in the specialist’s workspace. A smart placenta specialist will base their marketing on validating women’s preferences and stating that they can safely prepare a placenta in any location the mom chooses.

Emily Fontes

Independent Encapsulation Specialist, Founder

With 5 years of experience and 280 placenta encapsulated, I love helping postpartum families make an easier postpartum transition. I have also worked in the fields of website design, graphic design, search engine optimization, email marketing and social media since 2001. Check out my new online course Grow Your Placenta Business.