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The maternity wear market size is estimated to increase by USD 3.41 billion and grow at a CAGR of 4.45% between 2023 and 2028. The expansion of the maternity wear market hinges on various factors including heightened demand from emerging economies, rising awareness surrounding maternity attire, and the deployment of sales augmentation strategies. However, the market faces challenges such as dwindling fertility rates, the emergence of budget-friendly private-label clothing lines, and concerns regarding the size and fit of maternity wear bought online. These challenges necessitate innovative solutions to ensure customer satisfaction and market growth. Despite these obstacles, the growing global focus on maternal health and fashion preferences presents opportunities for market players to adapt and thrive. Strategic initiatives aimed at addressing customer needs, coupled with effective marketing campaigns, can help mitigate challenges and foster sustained growth in the maternity wear sector.
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The offline segment is estimated to witness significant growth during the forecast period. The offline distribution channel in the global market includes physical retail outlets where consumers can browse, try on, and buy maternity clothing in a traditional brick-and-mortar setting. These physical locations provide tangible shopping experiences for expecting mothers.
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The offline segment was the largest segment and was valued at USD 9.72 billion in 2018. Despite holding a major share of the global market, the offline segment is estimated to grow slowly during the forecast period due to the popularity of online stores. As some market players are small or moderate in size, their geographic reach is limited to the country of their operations.
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APAC is estimated to contribute 32% to the growth of the global market during the forecast period. Technavio’s analysts have elaborately explained the regional trends and drivers that shape the market during the forecast period. The US and Canada are the leading markets in the North American region. The US is the largest market in North America. The growth of the market in North America is driven by the presence of several players, high disposable income, and high Internet and e commerce penetration.
In addition, the presence of various large retailers, such as Walmart, Costco, and Kroger, plays a major role in the distribution in North America. Furthermore, the availability of such information is increasing the demand in the region. The availability made from various materials and in different sizes, as well as the scope for customization, also plays an important role in the selection of brands. Hence, such factors are expected to drive market growth in this region during the forecast period.
The maternity wear market is an essential segment within the consumer goods industry, particularly flourishing in e-commerce and various E-commerce platforms. Expectant mothers prioritize comfort and style, seeking garments made from elastic, stretchable fabric, elastane, and spandex to accommodate their changing bodies. From elegant formal wear and gowns to everyday outfits, brands are integrating sustainable and eco-friendly practices into their offerings, often influenced by celebrity endorsements and prevailing fashion trends. Maternity wear extends beyond outerwear to include maternity intimate wear and nightwear, emphasizing proper fitting and maternal health. Marketing strategies leverage social media to connect with women seeking attire tailored to their lifestyles and dressing styles, underscoring the importance of self-care during pregnancy. Our researchers analyzed the data with 2023 as the base year, along with the key drivers, trends, and challenges. A holistic analysis of drivers will help companies refine their marketing strategies to gain a competitive advantage.
Implementation of strategies to increase sales is the key factor driving market growth. Growing disposable income has allowed people to purchase different maternity intimate wear products, including premium products. Thus, market players have executed techniques to boost sales across the globe. Several players target affluent consumers by offering premium products. Targeting affluent customers strengthens the brand positioning of market players.
Moreover, market players such as Gap also advertise their products through celebrity endorsements. Celebrity endorsements increase brand awareness. For example, Destination Maternity markets and promotes its Pea brand of intimate maternity wear through celebrity endorsements. The implementation of such strategies by vendors to increase the sales of maternity intimate wear is expected to drive the growth of the market during the forecast period.
Increasing innovation in comfort, appearance, and quality is the primary trend shaping market growth. It is one of the most significant clothing layers for pregnant and postpartum women. As it is an inner layer between the skin and the outerwear, its convenience and quality are crucial. Furthermore, the main property of clothing is to build a steady microclimate next to the skin, which is an important criterion in terms of feeling comfortable.
Moreover, to improve the moisture management properties, breathable fibers with modified cross-sections have been developed. These fibers, including those used in Maternity intimate wear, absorb moisture more effectively than synthetic fibers, reducing moisture formation on the fabric. Similarly, several innovative maternity intimate wear products provide mothers with convenient options for pumping and nursing while wearing a bra. Therefore, increasing design innovations in Maternity intimate wear will drive the growth of the market during the forecast period. These advancements cater specifically to the comfort and functionality needs of breastfeeding mothers, enhancing their experience by integrating practical features into maternity garments. As awareness grows about the benefits of specialized maternity wear that supports both nursing convenience and comfort, the market is expected to expand, meeting the evolving preferences of modern mothers seeking practical and stylish solutions.
The launch of affordable private-label apparel brands is a challenge that affects market growth. Many people think maternity wear to be stylish and look for products that fit the latest trends and designs but are satisfied. A shift in consumer preference from premium to designer brands can be seen in the market. These designer brands provide consumers with unique products that are as per the latest trends.
Moreover, the global market players face harsh competition from private labels that present prices almost three times less than that of popular brands. Many private labels offer new collections every month to attract fashion-conscious consumers. Many consumers find these private labels less expensive and equally comfortable as products offered by international brands. The boost in the popularity of private labels will continue to impede the growth of the market during the forecast period.
The market research report includes the adoption lifecycle of the market, covering from the innovator’s stage to the laggard’s stage. It focuses on adoption rates in different regions based on penetration. Furthermore, the report also includes key purchase criteria and drivers of price sensitivity to help companies evaluate and develop their growth strategies.
Market Customer Landscape
Companies are implementing various strategies, such as strategic alliances, partnerships, mergers and acquisitions, geographical expansion, and product/service launches, to enhance their presence in the market.
The research report also includes detailed analyses of the competitive landscape of the market and information about 20 market companies, including:
Qualitative and quantitative analysis of companies has been conducted to help clients understand the wider business environment as well as the strengths and weaknesses of key market players. Data is qualitatively analyzed to categorize companies as pure play, category-focused, industry-focused, and diversified; it is quantitatively analyzed to categorize companies as dominant, leading, strong, tentative, and weak.
The market research report provides comprehensive data (region wise segment analysis), with forecasts and estimates in "USD Billion" for the period 2024 to 2028, as well as historical data from 2018 to 2022 for the following segments
Maternity Support Products Market: Maternity Support Products Market Analysis North America, Europe, APAC, Middle East and Africa, South America - US, China, Australia, Germany, UK - Size and Forecast
Maternity Intimate Wear Market: Maternity Intimate Wear Market Analysis Europe, North America, APAC, South America, Middle East and Africa - US, China, India, Germany, UK - Size and Forecast
Intimate Apparel Market: Intimate Apparel Market Analysis APAC, Europe, North America, South America, Middle East and Africa - China, US, Germany, India, UK - Size and Forecast
Themarket caters to the unique needs of expectant mothers, offering a range of clothing options crafted from elastic and stretchable fabric like elastane and spandex for comfort and flexibility. From formal wear such as formal dresses and gowns to everyday essentials like top wear and bottom wear, expecting mothers can find suitable options both online through e-commerce platforms and in specialty stores. With a focus on sustainable and eco-friendly practices, many brands utilize fabrics like cotton, modal, bamboo, and linen. The market also integrates fabric technology to ensure proper fitting and comfort, addressing the evolving fashion trends while prioritizing the self-care needs of pregnant women during this significant phase of life.
Moreover, the maternity wear market is a significant segment within the consumers goods industry, particularly thriving in the realm of e-commerce and online retail. Expectant mothers seek a diverse range of clothing options, from comfortable innerwear to stylish kurtis, blouses, and tank dresses for various occasions. For cooler weather, they may opt for blazers, trench coats, or woolen coats, while maxi dresses, sweatshirts, and T-shirts offer casual options. E-commerce platforms and social media play crucial roles in connecting consumers with suitable maternity clothes, influenced by changing lifestyles and dressing styles. Moreover, the endorsement of maternity wear by celebrities further propels its popularity. With an emphasis on self-care, brands like Motherhood Maternity cater to the needs of pregnant working women seeking comfortable outerwear and workwear options, including trendy jeans and cozy nightwear.
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Maternity Wear Market Scope |
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Report Coverage |
Details |
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Page number |
169 |
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Base year |
2023 |
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Historic period |
2018-2022 |
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Forecast period |
2024-2028 |
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Growth momentum & CAGR |
Accelerate at a CAGR of 4.45% |
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Market Growth 2024-2028 |
USD 3.41 billion |
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Market structure |
Fragmented |
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YoY growth 2023-2024(%) |
3.43 |
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Regional analysis |
North America, Europe, APAC, South America, and Middle East and Africa |
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Performing market contribution |
APAC at 32% |
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Key countries |
US, China, India, Germany, and UK |
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Competitive landscape |
Leading Companies, Market Positioning of Companies, Competitive Strategies, and Industry Risks |
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Key companies profiled |
A Mothers Boutique LLC, Adidas AG, Adore Me Inc., ASOS Plc, Brainbees Solutions Pvt. Ltd., H and M Hennes and Mauritz GBC AB, Hanesbrands Inc., Hotmilk Lingerie, Ingrid and Isabel LLC, JoJo Maman Bebe Ltd., Marquee Brands, Medela AG, Nike Inc., Nine and Co. BV, Penney OpCo LLC, SARL CACHECOEUR, Seraphine Ltd., Shaico Fashion Pvt. Ltd., The Gap Inc., and Tytex AS |
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Market dynamics |
Parent market analysis, market forecasting, Market growth inducers and obstacles, Fast-growing and slow-growing segment analysis, COVID-19 impact and recovery analysis and future consumer dynamics, and Market condition analysis for the market forecast period. |
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Customization purview |
If our market report has not included the data that you are looking for, you can reach out to our analysts and get segments customized. |
We can help! Our analysts can customize this market research report to meet your requirements.
1 Executive Summary
2 Market Landscape
3 Market Sizing
4 Historic Market Size
5 Five Forces Analysis
6 Market Segmentation by Distribution Channel
7 Market Segmentation by Type
8 Customer Landscape
9 Geographic Landscape
10 Drivers, Challenges, and Trends
11 Vendor Landscape
12 Vendor Analysis
13 Appendix
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