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Maternity Wear Market

Maternity Wear Market: Information by Product Type (Outerwear, Innerwear, and Nightwear), Distribution Channel (Store-Based Retail, Convenience Stores), and Region — Forecast till 2029

The maternity wear market is projected to grow exponentially during the forecast period 2017-2029. Maternity wear is particularly designed for women to provide them comfort and style during pregnancy. Earlier, maternity wear was designed mainly to co
Report Code: SRCP1312DR

Market Overview

The maternity wear market is projected to grow exponentially during the forecast period 2017-2029. Maternity wear is particularly designed for women to provide them comfort and style during pregnancy. Earlier, maternity wear was designed mainly to conceal the baby bump, but now women embrace the product to follow the latest fashion trends. Women need comfortable and fashionable clothes during pregnancy. The increased popularity of maternity wear and consumers' higher disposable incomes has propelled the demand for apparel.

Report Scope

Report Metric Details
Base Year 2022
Study Period 2017–2029
Forecast Period 2023-2031
CAGR 8.3%
Market Size 4520
Fastest Growing Market Asia Pacific
Largest Market North America
Report Coverage Revenue Forecast, Competitive Landscape, Growth Factors, Environment & Regulatory Landscape and Trends
Geographies Covered
  • North America
  • Europe
  • APAC
  • Middle East and Africa
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Market Dynamics

The changing lifestyles, digitalization, and organized retail sector across the world are key factors responsible for maternity wear. Expectant and new mothers are demanding fashionable maternity wear over ugly loose pregnancy clothes. Today, maternity fashion wear is heavily influenced by celebrity pregnancies like Meghan Markle and Kim Kardashian West. Further, specific companies like Seraphine are specializing and offering designer maternity wear, which is expected to reshape the maternity wear market in the coming future.

Changing Lifestyle and the Rising Number of Women in the Workplace to Propel the Maternity Wear Demand

Today, women are spending more time at workplaces and have increased participation in industrial activities. Many females are becoming independent and establishing their start-ups, which is fuelling the demand for maternity wear. Office attire, coupled with comfort, is projected to have the highest demand in the maternity wear industry. The designer's investment in pregnant women's wear is increasing over time to accommodate the growing demand in the market.

The influx of various maternity styles like sweaters, dresses, oversized clothes, and other ranges has positively influenced the market growth. The transition of lifestyle, particularly of females in dressing terms, is a key driver for the global maternity wear market trend. Today, consumers are concerned about proper fittings of clothes even during their pregnancy term. Increased focus on aesthetics contributes to the increased demand for maternity wear during the forecast period 2017-2029.

Increase in Influencing Mums on Social Media to Provide an Impetus to Market Growth

Maternity wear is poised to grow as women look for products to wear throughout pregnancy without compromising style. The growth in the market is majorly influenced by social media and increasing mom influencers on the internet. Rising awareness through various online platforms has drastically changed the way people think about their apparel. For instance, Kate Middleton's pregnancy has significantly uplifted maternity sales as buyers are not discriminating over price points of the product to look like the actress.

The fashion designers are capitalizing on the opportunity by showcasing their latest catalog of maternity wear through celebrities. Prominent leaders include and make clothes with sustainable fabrics, thereby resulting in higher traction among consumers in the U.K. and the U.S. Many mothers and celebrities are blogging and documenting their pregnancies through numerous social media platforms, which is augmenting maternity wear sales for the forecast period.

Active Maternity Wears a Relatively Untapped Market

Changing the working environment and the increasingly sedentary lifestyle of people have resulted in many people adopting a healthy lifestyle. Many women prefer exercising and doing yoga during the pregnancy term, highlighting the demand for active maternity wear. Besides, the emergence of prenatal yoga classes and trainers specific for pregnancy exercise has boosted the demand for active maternity wear. The increased importance of exercise and a rise in consumer awareness has bolstered the demand for activewear in the maternity segment.

Maternity active wear styles are gaining popularity in the U.S. with a 55% increase in retail sales compared to the past five years. Most of the growth in activewear is fuelled by the rising demand for flexible leggings and nursing bras. Owing to the increased importance of functionality and comfort of maternity activewear, consumers have increased spending on the product. The active maternity wear segment is currently in the infancy phase and presents potential business opportunities for the maternity wear market's key players.

Regional Analysis

North America and Europe- World's Largest Consumer for Maternity Wear 

North America and European regions are the frontrunners in the global maternity wear market during the studied period. The growth in the region is majorly attributed to the modern lifestyle and presence of key players. High fashion sense among women and the increased influence of celebrity moms play a key role in determining the future of the maternity wear market. The region enjoys fashion-conscious consumers coupled with high disposable incomes, which is uplifting the demand for maternity wear.

However, most of Europe's people are unwilling to spend on apparel to be worn for a few months. The rental business in the maternity industry may fix the market in the region in the coming years. Many key players are offering consumers products with high value during the post-pregnancy period in line with consumer behavior. The leading brands are highly engaged in cross-selling while involving expectant fathers, presenting ample opportunities for the maternity wear market.

The Growing Popularity and Higher Disposable Incomes in the Asia-Pacific Region to Drive the Demand for Maternity Wear

Asia-Pacific region is expected to have grown faster in the global maternity wear market due to the rising populace and increased purchasing power of consumers. India and China are spearheading the APAC maternity wear market backed by the favorable start-up ecosystem and a stronger Western cultural influence. In the past few years, India has tremendously evolved its fashion industry, ultimately leading to the emergence of new sectors. According to the Invest India Agency, the FDI in the country's textiles and apparel industry has reached USD 3.45 billion during 2020.

The large and growing domestic market and organized retail landscape in India are growth drivers for the maternity wear market. Besides, the higher influence of western culture and increased preference for brands is further presenting opportunities for maternity wear players in the region. The below-mentioned info-graph depicts the annual GDP growth in China and India for the year 2010-2019.  


Source: World Bank

According to the World Bank Data, the GDP growth in India and China is growing faster, enabling people to have higher incomes and therefore afford higher living standards. The booming e-commerce and better internet infrastructure in the regions are prominent factors affecting the maternity wear market's growth. The country is expected to witness considerable growth strongly supported by the rise in urban population and a significant increase in the working women populace. Thus, the aforementioned factors are stating the high potential of APAC's maternity wear market in the future.

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Segmental Analysis

Dresses and Outwear-Larger Segment in the Global Maternity Wear Market

The dresses and outwear type of maternity wear market dominate the global market, and demand for this type is on the rise due to the mothers' enhanced comfort and convenience. The market vendors are shifting their focus on introducing maternity clothing for special occasions such as weddings, parties, and vacations. The innerwear segment is also expected to observe a growth trajectory in the coming years backed by the surge in demand for maternity-specific bras catering to different needs.

Online Retail Projected to Grow at a Lucrative Growth Rate in the Global Market

Store-based retail is estimated to hold the highest market share in the global maternity wear market during the forecast period 2017-2029. The rapidly expanding retail sector in the apparel industry has significantly boosted the sales of maternity wear. The retail sector in the developing world like India, China, Japan, and Indonesia, among many others, is witnessing a vast revamp as traditional markets are making way for departmental stores, hypermarkets, specialty stores, and supermarkets.

Many foreign players have entered the emerging markets and are selling branded maternity wear for several years now. The presence of various brands at malls and supermarkets makes consumers more aware of international trends and fashion. The below-mentioned info-graph depicts the distribution channel's market share in the global maternity wear market industry for 2017-2029.


However, the emergence of online platforms and the growing e-commerce sector worldwide have drastically changed consumers' shopping patterns. Online retail is expected to observe the fastest growth owing to higher internet penetration and huge offers and discounts. According to the figures published by UNCTAD, over 1.4 billion people indulged in online shopping in 2018. Presently, the consumers living in China, the U.S., and the UK are dominating e-commerce sales. Key players in the maternity wear market focus on omnichannel presence, thus enhancing the convenience of the expecting mothers. The confluence of these factors is driving the online retail segment.

Top Key Players of Maternity Wear Market

Some of the key players profiled in the global maternity wear market are

  1. Maternity IP Holdings
  2. Hennes & Mauritz AB
  3. The Gap INC.
  4. Mothercare Plc
  5. Thyme Maternity
  6. OCTmami
  7. JoJo Maman Bébé
  8. Seraphine Ltd
  9. Happy House
  10. Hubo Mother
  11. Liz Lange
  12. Tianxiang
  13. Gennie's Maternity
  14. Mamas and Papas
  15. Angeliebe
  16. Ripe Maternity
  17. Amoralia
  18. Rose Madame
  19. Envie de Fraises
  20. Ingrid and Isabel
  21. Isabella Oliver
  22. Zara SA
  23. Nike Inc.

Recent Developments

  • In Nov 2018, Zara launched its first maternity wear collection to enhance brand loyalty among women consumers and enter the untapped apparel segment. 
  • In September 2020, Nike unveiled its maternity wear capsule collection- making it the only sports brand to produce expecting mothers' apparel. 

Maternity Wear Market Segmentations

By Product Type

  • Outerwear
  • Innerwear
  • Nightwear

By Distribution Channel

  • Store-Based Retail
  • Convenience Stores
  • Hypermarkets/ Supermarkets
  • Specialty Retail Stores
  • Online Retail

By Regions

  • North America
  • Europe
  • APAC
  • Middle East and Africa

Frequently Asked Questions (FAQs)

What is the estimated growth rate (CAGR) of the Maternity Wear Market?
Maternity Wear Market size will grow at approx. CAGR of 8.3% during the forecast period.
Some of the top prominent players in Maternity Wear Market are, Maternity IP Holdings, Hennes & Mauritz AB, The Gap INC., Mothercare Plc, Thyme Maternity, OCTmami, JoJo Maman Bébé, Seraphine Ltd, Happy House, Hubo Mother, Liz Lange, Tianxiang, Gennie's Maternity, Mamas and Papas, Angeliebe, Ripe Maternity, Amoralia, Rose Madame, Envie de Fraises, Ingrid and Isabel, Isabella Oliver, Zara SA, Nike Inc., etc.
North America has been dominating the Maternity Wear Market, accounting for the largest share of the market.
The Asia Pacific region is projected to exhibit the highest rate of growth in the Maternity Wear Market.
The global Maternity Wear Market report is segmented as follows: By Product Type, By Distribution Channel

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