Maternity Wear Market Size & Outlook, 2025-2033

Maternity Wear Market Overview

The global maternity wear market size was valued at USD 22.2 billion in 2024 and is projected to grow from USD 24.04 billion in 2025 to USD 45.5 billion by 2033, exhibiting a CAGR of 8.3% during the forecast period (2025-2033). The growth of the market is attributed to pregnancy lifestyle influences.

Key Market Indicators

• North America dominated the global maternity wear market in 2024, accounting for nearly 28.6% of total revenue and is projected to expand at a CAGR of around 8.4% through 2033.
• Based on product type, the Outerwear segment emerged as the leader in 2024, contributing approximately 35.9% of global sales owing to its comfort, versatility, and rising demand for fashionable pregnancy apparel.
• Based on distribution channel, Store-based Retail remained the most influential channel in 2024, capturing nearly 67% of market share, driven by the in-person shopping experience and the growing presence of specialty maternity boutiques.

Market Size & Forecast

• 2024 Market Size: USD 22.2 Billion
• 2033 Projected Market Size: USD 45.5 Billion
• CAGR (2025–2033): 8.3%
• Largest market in 2024: North America
• Fastest-growing region : Asia-Pacific

A greater emphasis on pregnancy fashion and an increase in pregnant working women in developing and emerging countries contribute to the growth of the Maternity Wear Market.Maternity apparel is created expressly to accommodate pregnant women's changing body forms and needs. As pregnancy advances, the body experiences significant changes, and maternity gear is designed to promote comfort and style during this time. Maternity apparel includes flexible fabrics, elastic waistbands, and more abdominal room to accommodate a developing belly.

In addition, as women's purchasing power grows, they spend significant money on maternity apparel. Women's changing lifestyles, including their fashion choices, are an essential motivator. Furthermore, pregnant women are increasingly concerned about the proper fit of their maternity apparel. Celebrity endorsements and maternity apparel marketing can help market players reach a more extensive customer base. Low or variable birth rates may limit future product demand. 

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Maternity Wear Market Growth Factor

Pregnancy Lifestyle Influences

Pregnant women's lifestyle preferences have shifted significantly, with a greater emphasis on staying active and healthy during pregnancy. This shift in mentality has influenced the demand for maternal activewear, as expecting mothers look for comfortable and functional apparel for various activities. Specialized maternity sportswear businesses, such as Ingrid & Isabel, Blanqi, and Seraphine, have evolved to address the need for fashionable and supportive activewear for pregnant women. These manufacturers sell various athletic items, such as leggings, sports bras, and tops, designed to fit changing body types while providing the required support for physical activity.

Additionally, celebrity sponsorships and social media influencers documenting their pregnancy fitness adventures have helped to popularize maternity gear. Influencers frequently show off their fitness routines and promote sportswear brands designed for pregnant women, influencing their followers' purchasing decisions. Rihanna is one celebrity who has flipped the script on pregnant style this year. Mostly because she hasn't worn much typical "maternity" fashion; instead, she has dressed in whatever makes her feel good during her pregnancy. Suki Waterhouse, for example, had a maternity-style mic drop at the Emmy Awards.

Furthermore, the rise of pregnancy activewear as a separate category within maternity wear reflects changing lifestyle trends and customer preferences, emphasizing the significance of comfort, utility, and style throughout pregnancy. As prenatal fitness becomes more popular, there will be a greater demand for specialist sportswear solutions targeting the expected needs of women.

Market Restraint

Limited Shelf Life of Maternity Clothing

Maternity clothes provide a specific purpose: to accommodate the changing body during pregnancy. When the pregnancy ends, the demand for maternity apparel decreases, resulting in a relatively short shelf life for these specialty items. Expectant moms may only wear maternity garments for a few months, limiting their utility in the consumer's wardrobe. Some argue that maternity garments are only suitable for the second and third trimesters of pregnancy, which last roughly six months. Others claim that maternity garments are intended to fit and flatter the pregnant body for a few months, usually six to seven months. 

In addition, retailers and businesses face inventory management issues due to the restricted shelf life. Balancing supply and demand for maternity apparel is critical, especially given the various lengths of pregnancies and personal preferences. Retailers must determine the appropriate number and variety of maternity clothes to minimize excess unsold stock. For example, a maternity clothes business that overstocks on specific sizes or styles may experience difficulties when these items become obsolete owing to shifting fashion trends or seasonal adjustments. Clearance sales or reductions may be required to manage inventories, affecting profit margins.

Furthermore, high-end or luxury pregnancy fashion, distinguished by premium materials and elaborate designs, may face additional hurdles due to its short shelf life. The perceived worth of pricey maternity apparel may be questioned given the brief use time. Brands that understand the limitations of a limited shelf life may adapt by focusing on sustainability and providing durable and timeless maternity gear that can survive changes in fashion trends. This approach reflects a more conscious and responsible consumer perspective.

Market Opportunity

E-Commerce Expansion

The growth of e-commerce gives tremendous potential for maternity apparel businesses to reach a larger audience while also improving the overall purchasing experience for expecting mothers. Online platforms offer ease, accessibility, and various options, making them an essential channel for maternity wear retail. Maternity wear firms, such as ASOS Maternity, have effectively used e-commerce to provide a diverse range of maternity items to a global audience. These online platforms offer a seamless shopping experience, allowing pregnant women to browse, choose, and buy maternity clothing from the comfort of their own homes. Statista predicts global retail e-commerce revenues will total USD 5.8 trillion by 2023. Forbes expects that e-commerce revenues will increase by 10.4% in 2023. 

Additionally, the expanding popularity of online shopping across various product categories, including clothes, demonstrates the growing importance of e-commerce in Retail. McKinsey's analysis of maternity wear illustrates the ever-increasing trend of internet buying for maternity goods. According to the survey, internet channels have become the favored choice for pregnant women due to their varied assortment and convenient home delivery. Pregnant women, particularly those with busy schedules, like the convenience of internet purchasing. E-commerce enables them to browse a diverse selection of maternity apparel alternatives, read reviews, and make informed decisions without visiting physical stores. 

Regional Analysis

North America is the most significant global maternity wear market shareholder and is estimated to grow at a CAGR of 8.4% over the forecast period. The modern lifestyle and the presence of prominent players have contributed significantly to the region's progress. Women's strong fashion sense and the growing influence of celebrity moms play an essential role in defining the future of the maternity wear market. The region has fashion-conscious consumers with high disposable incomes, driving increasing demand for maternity wear. 

Furthermore, according to the CDC, the birth rate in the United States is 11.0 per 1,000 individuals, with a fertility rate of 56.3 births per 1,000 women aged 15 to 44. Expectant mothers in North America desire maternity clothing that is comfortable, stylish, and versatile. Maternity fashion trends highlight a preference for apparel that can easily transition from informal to formal situations, allowing pregnant women to preserve their particular style during their pregnancy. Sustainable and eco-friendly maternity design is also gaining popularity as shoppers prioritize ethical and ecologically conscientious apparel options. However, the Guttmacher Institute believes that the pregnancy rate for women aged 15-19 and 20-24 has fallen, affecting the market during the projected period. 

Asia-Pacific Maternity Wear Market Trends

Asia-Pacific is anticipated to exhibit a CAGR of 8.9% over the forecast period. Asia-Pacific's growing population and higher disposable incomes will likely drive demand for maternity clothing. India and China are leading the Asia-Pacific maternity wear market, aided by a thriving start-up ecosystem and more Western cultural impact. In recent years, India's fashion industry has grown dramatically, resulting in the birth of new industries. According to Invest India, cumulative foreign direct investment (FDI) inflows into India from April 2000 to September 2023 totaled USD 953.143 billion. FDI inflows in the last nine years (April 2014 to September 2023) totaled USD 615.73 billion, accounting for almost 65% of total FDI inflows over the previous 23 years. India's vast and rising domestic market and organized retail landscape drive the maternity clothing market. Furthermore, the rising influence of Western society and preference for brands creates further chances for maternity wear players in the region.

However, most Europeans are reluctant to spend money on clothing that will be worn for only a few months. The rental business in the maternity industry has the potential to fix the regional market in the coming years. Many significant firms deliver high-value products to consumers throughout the post-pregnancy period of consumer behavior. The major companies are heavily active in cross-selling and involving expectant fathers, which presents numerous prospects for the maternity apparel market.

Europe Maternity Wear Market Trends

Europe holds a significant market share. The Faroe Islands are projected to have the highest fertility rate in Europe by 2023. The small Atlantic island state had an average fertility rate of 2.71 children per woman. Other small countries, such as Monaco and Gibraltar, rose to the top of the list for 2023, while France was the vast country with the highest fertility rate, with 1.79 children per woman. Andorra, San Marino, and Malta had the lowest fertility rates in Europe, with Ukraine, Spain, and Italy having the lowest fertility rates that year, averaging around 1.3 children per woman.

Additionally, Europe is home to well-known maternity clothing businesses catering to a broad spectrum of consumers. Examples include H&M Maternity, JoJo Maman Bébé, Isabella Oliver, and Mamalicious. These brands provide various maternity clothes alternatives, such as jackets, dresses, activewear, and nursing-friendly attire. European maternity clothing businesses frequently focus on both fashion-forward designs and functional elements to fulfill the needs of expectant mothers.

The Middle East is a developing marketplace. Over the next few years, these countries' demand for maternity clothing is predicted to rise significantly. The growing popularity of luxury clothing in Middle Eastern countries such as Dubai and Saudi Arabia due to increased disposable income is expected to drive demand for maternity apparel in this region throughout the forecast period. For example, Noon and Destination Maternity are two well-known UAE firms that provide an exclusive maternity apparel collection catered to the needs of UAE ladies.

Market Segmentation

Type Insight

The global market for maternity apparel is dominated by dresses and outwear, and demand for this kind increases as mothers' comfort and convenience improves. Maternity outerwear is intended to provide pregnant women with stylish and comfortable layering options for different seasons. This category comprises maternity coats, jackets, sweaters, and vests designed to fit an expanding belly while remaining attractive. Special features like adjustable waistbands and inflatable panels enable clothing to adapt to shifting body forms throughout pregnancy.

Brands frequently focus on functionality and versatility, ensuring that pregnant women may preserve their style while remaining warm and comfortable during the cooler months. Market vendors focus on maternity apparel for special occasions like weddings, parties, and vacations. The innerwear category is also predicted to develop in the future, driven by increased demand for maternity-specific bras that cater to various needs.

Maternity innerwear is designed to provide critical support and comfort as the body's features change during pregnancy. This category covers pregnant bras, underwear, and camisoles with flexible fabrics, adjustable straps, and broader bands to fit the growing bust size and changing shape. Comfort and sufficient support are essential factors, and some companies include nursing-friendly elements to extend the wearability of these garments into the postpartum period. Maternity innerwear makes pregnant women feel comfortable and supported throughout their pregnancy.

Distribution Channel Insight

Store-based Retail will have the most significant global maternity wear market share over the forecast period. Store-based Retail refers to traditional brick-and-mortar retail establishments where customers may physically visit to purchase maternity clothing. These could include separate maternity apparel boutiques or departments within bigger department stores. Store-based Retail offers an in-person shopping experience, allowing expectant mothers to touch and try on clothes before purchasing. It also provides the chance for tailored help from store employees, which improves the overall shopping experience.

The rapidly increasing retail sector in the fashion industry has dramatically increased maternity clothing sales. The retail sector in developing countries such as India, China, Japan, and Indonesia, among others, is undergoing a significant transformation as traditional marketplaces give way to department stores, hypermarkets, specialized stores, and supermarkets.

Online Retail is the distribution of maternity clothing via e-commerce platforms. Online merchants offer a wide range of maternity clothes options, allowing pregnant mothers to browse and buy from anywhere with an internet connection. To improve the online purchasing experience, many platforms offer virtual try-ons, consumer evaluations, and detailed sizing information. The Internet retail channel serves a global audience, allowing maternity clothing businesses to access a varied customer base while accommodating a variety of preferences and trends.

List of key players in Maternity Wear Market

1. Maternity IP Holdings
2. Hennes and Mauritz AB
3. The Gap INC.
4. Mothercare Plc
5. Thyme Maternity
6. OCTmami
7. JoJo Maman Bebe
8. Seraphine Ltd
9. Happy House Hubo
10. Mother
11. Liz Lange
12. Tianxiang
13. Gennies 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.

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Recent Developments

• July 2025: Seraphine Ltd. was acquired by Next (UK) after entering administration. This represents a significant M&A activity.
• May 2025: Mothercare Plc reported in a pre-close trading update that it had formed a joint venture in India.
• March 2025: Hennes and Mauritz AB (H&M) launched its S/S 2025 collection campaign, featuring a range of festival-ready clothing. While not exclusively maternity wear, H&M's maternity line is often part of their broader seasonal collections.