Maternity Innerwear Market

Market Overview

The global maternity innerwear market revenue was valued at USD 7,350.32 million in 2022. It is estimated to reach USD 13,740.33 million by 2031, growing at a CAGR of 7.2% over the forecast period (2023–2031). The rising popularity of pregnancy trackers reflects an increasing desire to begin or expand a family, which presents significant opportunities for the expansion of the maternity innerwear market.

Maternity innerwear products are specially designed in such a way that they can fit a growing baby bump and stay in place better. These undergarments are more comfortable than other types of everyday undergarments. The female body undergoes significant hormonal changes after pregnancy, significantly altering the pregnant woman's body shape. Choosing an appropriate bra to protect the breasts is crucial to preventing the body from recovering poorly after pregnancy.

Maternity innerwear is generally designed using soft and stretchable fabrics such as elastane, spandex, and jersey knits, giving women extra comfort and flexibility during pregnancy. Several women continue to wear maternity clothes even after their pregnancies until they are comfortable getting back into their pre-pregnancy clothes.

Market Dynamics

Global Maternity Innerwear Market Drivers:

Rising Population of Pregnant Working Women

Since implementing the Pregnancy Discrimination Act of 1978, a federal statute in the U.S., working during pregnancy has become a common practice. According to data from the Census Bureau, only 44% of women who had their first child in the early 1960s worked during pregnancy. In the United States, working mothers were much more common in the 1970s and 1980s; by the late 1980s, 67% of first-time mothers were still working. Since then, those rates have tapered off, and the most recent data reveals that 66% of mothers who had their first child between 2006 and 2008 worked while pregnant.

In addition to more women continuing to work while expecting their first child, they also work longer into their pregnancy. A decade ago, most first-time pregnant women stopped working more than a month before birth, while nowadays, over 80% of pregnant women continue working within one month of their first birth. A rise in working pregnant women has also been observed in Europe and the Asia-Pacific. This favorable scenario will likely create an optimistic outlook for the growth of the maternity innerwear market.

Increasing Focus on Pregnancy/Maternity Fashion

Modern pregnant women choose their maternity undergarments based on more than just comfort and fitness. Expectant mothers spend more on fashionable maternity innerwear as their sense of style and attention to appearance grow. Utilizing the best fabrics and rethinking the placement of elastics, clasps and hooks, and tags that may be uncomfortable at different stages of pregnancy, apparel brands have been capitalizing on these changing trends to provide consumers with on-trend yet comfortable innerwear. Moreover, several top clothing companies have partnered with pregnant celebrities to promote their goods and exhibit the newest maternity trends. For instance, Australian novelist Zo Foster Blake has a history of donning fashionable clothing during her pregnancies, including Active Truth and Bras N Things.

Additionally, a rise in pregnant women has increased the demand for fashionable yet comfortable maternity innerwear. This trend has been particularly strong during the ongoing COVID-19 pandemic. Virtual private network provider NordVPN found that the number of pregnancy tracking app downloads increased in 2020 from January to September, compared to the same period in 2019 in countries like India and South Korea. A similar trend was observed in Turkey, Lithuania, Barbados, Bulgaria, El Salvador, and Costa Rica. This increased interest in pregnancy trackers indicates a growing interest in starting or growing a family, which provides an immense scope for the growth of the maternity innerwear market.

Global Maternity Innerwear Market Restraint:

Growing Penetration of Counterfeit Products

Over the past few years, the penetration of counterfeit products in the overall apparel industry has increased significantly, which has posed major difficulties for many leading players. One of the largest threats to the maternity innerwear market is the presence of counterfeit goods, which can dilute hard-earned brand reputations and steal sales. More than 278 million shipments of cargo and parcels are handled by U.S. Customs and Border Protection (CBP) annually. The majority of these packages contain legitimate goods, but a tiny percentage contain fake goods.

Moreover, apparel and related accessories account for the largest share of the most counterfeited items in the U.S. In the fiscal year of 2017, CBP seized 5,223 shipments under the "Apparel and Accessories" segment, which accounted for 15% of the total seizures. Such market trends will likely hamper the maternity innerwear market over the forecast period.

Global Maternity Innerwear Market Opportunities:

Growing Retail E-Commerce Market

E-commerce plays a significant role in the distribution of maternity innerwear, as a significant portion of the market revenue is generated through these retail channels. Consumers may browse through millions of products in one location with the help of online sales channels without going into physical locations. The future years are expected to considerably increase e-commerce retail sales due to growing consumer spending, population growth, and increased Internet accessibility. Moreover, the development of mobile shopping applications and the accessibility of secure and practical payment methods are fostering the expansion of the online retail sector.

Online retailers can offer a broad category of customization and filter choices that conventional stores cannot. Social media platforms like Pinterest, Instagram, and fashion blogs have greatly impacted the maternal innerwear trend. E-commerce has exploded in recent years due to rising internet access in various nations, primarily in Asia. This expansion has been made possible by non-banking entities that have entered the payments sector. Moreover, retailers worldwide are venturing into online retail as many consumers in both emerging and developed countries prefer virtual marketplaces to purchase products. These trends will positively impact the maternity innerwear market over the forecast period.

Regional Analysis

Asia-Pacific Dominates the Global Market

Region-wise, the global maternity innerwear market is segmented into North America, Europe, Asia-Pacific, Central and South America, and the Middle East and Africa. 

Asia-Pacific is the most significant global maternity innerwear market shareholder and is estimated to exhibit a CAGR of 7.4% during the forecast period. The Asia-Pacific maternity innerwear market is characterized by increasing access to maternity care and growing awareness regarding innerwear that is comfortable and functional during the time of pregnancy as well as for post-natal care. Increasing disposable income levels and high fertility rates in the region (2.35 births per woman in South Asia compared to 1.52 births per woman in the European Union in 2019, as per World Bank data) are key factors yielding dividends of growth in the region. The consumption of maternity briefs is primarily driven by the need for waistline comfort for pregnant women as their sizes grow during pregnancy. Factors such as personal hygiene, comfort, and functionality during the initial days of the postpartum period are key to the market growth. Likewise, advances in designs such as flaps in bra cups for easy access to breastfeeding, using soft materials, and lack of underwire have increased the prominence of pregnancy and nursing bras over time.

In North America, there has been an increase in the number of breastfeeding mothers, which will drive the demand for breastfeeding products and apparel. Pregnant ladies in this region are catered to entirely by companies like Seraphine and Thyme Maternity. The region's flourishing apparel and textile industries are also expected to drive this market's growth. While social distancing is expected to dent the U.S. maternity innerwear market, the main concern for maternity innerwear manufacturers in the country will likely be the disruption in retail sales in the near term. Prominent retailers in the country, including Macy's and H&M, recently responded to the coronavirus pandemic by temporarily halting offline retail operations.

According to the Breastfeeding Report Card, in the U.S. in 2020, 84.1% of infants were breastfed; there has been an increase in breastfeeding in the region, which will drive the sale of breastfeeding-friendly apparel. This segment's growth is also attributed to the rising need for easy mobility and the pleasant fit of maternity clothes with extra stretchable fabrics. Fabrics like spandex or fabrics with a composition of elastane are preferred. Moreover, the demand for stylish and comfortable maternity innerwear among working mothers is boosting the sale of products such as nursing bras and briefs, which is predicted to create a positive outlook for the market over the forecast period.

Segmental Analysis

The global maternity innerwear market has been segmented based on type and distribution channel.

Based on type, the global maternity innerwear market is segmented into maternity/nursing bras, camisoles, shapewear, and maternity briefs.

The maternity briefs segment dominates the global market and is expected to exhibit a CAGR of 6.5% during the forecast period. Maternity briefs are one of the most popular maternity innerwear products, designed to fit the growing baby bump. These are increasingly more comfortable to wear than regular underwear and come in various styles to suit the requirements of expectant and new moms. Players in the maternity innerwear space have offered a range of maternity briefs online and offline stores. Some briefs can be stretched well over the bump to relieve pressure on the back, while others sit low under the expanding belly. Most maternity briefs are made from 95% cotton and 5% spandex; some even have more than 10% spandex to provide more comfort and stretch. Consumers prefer natural, lightweight, and breathable fabric for maternity briefs.

Based on distribution channels, the global maternity innerwear market is segmented offline and online. 

The offline segment owns the highest market share and is estimated to exhibit a CAGR of 7.01% during the forecast period. Due to the wide selection of colors, styles, and materials available in physical stores, many customers opt to purchase maternity undergarments from these establishments. The primary benefit of an offline retail location is the ability for customers to handle and feel products before deciding whether or not to buy them. Moreover, certain product experts in the field have the ability to recommend the ideal product to customers based on their needs and preferences. In these kinds of stores, customers can readily comprehend the fit and caliber of the undergarments. In order to increase their market share in various areas, several maternity underwear companies have opened retail locations all over the world. For example, the Monki brand of H&M Group launched its first store in Manila, Philippines, in January 2020. In January 2020, H&M Group also signed a franchise agreement with Hola Mola S.A. in Central America in an effort to grow even more.

The rapid rise of e-commerce and widespread digitalization drives the online sales of maternity innerwear. Simple payment transactions and the busy lifestyles of consumers fuel online sales. As a result, revenue from the online distribution channel is predicted to increase over the forecast period. All major maternity innerwear brands sell their products online through their websites or other online retail businesses. Amazon.com and eBay, Inc. are two of the most well-known e-commerce companies. Moreover, online stores provide numerous maternity innerwear products where consumers can select the items that best suit their requirements. Various maternity innerwear brands push their products via social media and share various blogs and videos regarding their products. Content like this helps consumers better understand the product and attracts them to buy it from their online stores.

Recent Developments

• August 2023- Rihanna launched her first maternity wear line for her Savage X Fenty lingerie brand. The “Rude Boy” singer announced the range by modeling in one of her new nursing bralettes with her and A$AP Rocky’s one-year-old son RZA.