Report

Global maternity wear market is projected to witness a CAGR of 4.5% during the forecast period 2024-2031, growing from USD 12.85 billion in 2023 to USD 18.29 billion in 2031. Factors such as size inclusivity with the adoption of diverse sizing according to the consumers' body shape, technological advancement to increase functionality and comfort, influence of social media as a powerful tool to influence consumers' preferences, evolving fashion trends, and rising disposable income of consumers which enables them to demand for luxury maternity wear and growth of online shopping trends is inducing the growth of the global maternity wear market.
Inclusion of functional and stylish designs in maternity wear appeals to the consumers as it provides them comfort. As societal attitudes toward pregnancy evolve, a growing emphasis is on maintaining personal style and comfort throughout pregnancy. Maternity wear brands are responding by offering a diverse range of fashionable and functional clothing designed to accommodate the changing body shapes of pregnant women, thus fueling the growth of maternity wear market.
For instance, in May 2023, Destination Maternity launched the Spring/Summer Collection 2023. The latest collection features fashionable, essential, high-quality, and attainable maternity apparel for expectant and new moms-to-be. Lightweight apparel is practical for easy nursing and comfortable fit.
Moreover, consumers are becoming environmentally conscious, driving sustainable maternity wear growth. Bamboo is increasingly used in maternity wear due to its eco-friendly properties, and soft and breathable texture. For clothing production, bamboo fibers are blended with other materials such as cotton or spandex to create fabric for various women's wear garments such as tops, dresses, and activewear. Bamboo clothing is appreciated for its moisture-wicking abilities, antimicrobial properties, and sustainable production methods, making it a popular choice among environmentally conscious consumers.
The manufacturers are incorporating size-inclusive maternity wear for consumers of all sizes and body types to cater to a wider audience.
Innovation to Offer Convenience During Nursing to Gain Momentum
The innovation in maternity wear induces manufacturers to produce functional and comfortable maternity wear that offers convenience to expecting mothers when breastfeeding. Maternity wear often contains discreet openings, supportive fabrics, and adjustable panels, allowing mothers to breastfeed conveniently, whether in public or at home. The ease of nursing enhances the breastfeeding experience by making it less stressful.
Maternity wear which incorporates features such as zippers, discreet openings, or adjustable panels facilitate effortless and convenient nursing, which is crucial for mothers to manage their feeding schedules conveniently. Moreover, the manufacturers are incorporating materials which ensure that the maternity wear is both comfortable and supportive, minimizing the physical discomfort, allowing the consumers better mobility and ease throughout the duration of pregnancy.
For instance, in January 2024, Kindred Bravely, unveiled their latest addition to their Sublime Collection. The innovative collection features hands-free pumping and nursing bras, which appeal to expecting moms due to their functionality and ease of nursing. The product features the company's patented EasyClip, which allows both pumping and nursing to be done separately and simultaneously.
Increasing Women Workforce Acting as a Catalyst
The increasing participation of women in the workforce is significantly driving the growth of the maternity wear. As women continue their professional and social activities during pregnancy, the demand for elegant and versatile maternity wear surges. In 2023, according to International Labour Organization (ILO), the female working population over the age of 15 years contributes to 49%. It is driving the maternity wear brands to introduce maternity wear products for the female workforce.
Working women drive the demand for formal maternity wear. With women pursuing professional careers and working during pregnancy, there is a surging need for formal maternity clothing that is both comfortable and functional. The apparel includes tailored dresses, smart casuals and blazers, and pencil skirts, which include features such as adjustable waistbands and stretchy fabrics to ensure that they fit well throughout the pregnancy.
For instance, in July 2023, Marion developed maternity workwear for working women. The brand offers sustainable maternity office wear, including products such as maternity pencil skirts and nursing dresses.
Apparel Segment to Dominate the Market
Apparel is dominating the maternity wear market as expectant mothers demand comfortable and functional clothing that offers them convenience throughout pregnancy. To provide comfort to the consumers, the manufacturers are incorporating linen material in maternity wear, as it is light and ideal for warmer weather. The market trend has been witnessed where urban consumers prefer blending luxury apparel with modern designs. Additionally, the ergonomic designs ensure that these garments offer support wherever needed, reducing discomfort and making them suitable for prolonged wear.
The manufacturers are using soft and comfortable fabrics that accommodate the changing bodies of the expecting women during and post-pregnancy. Moreover, the fashion industry is responding to the demand for stylish maternity wear by offering trendy designs. It enables the mothers to maintain their personal style and feel confident.
In May 2024, Seven Women Maternity introduced a fresh range of maternity dresses and pants, which have been created using natural fibers, such as linen. The collection includes maternity knit skirts, crop tops, and pants, among other apparel.
Celebrity Footprints Towards the Establishment of Women-Centric Lifestyle Brands
The celebrity-owned maternity wear brands are fostering the growth of the maternity wear market by leveraging their influence and personal brands to attract consumers. Celebrities are trendsetters and pioneers of the fashion industry, appealing to consumers who desire to wear the latest fashion and stylish clothes. It brings significant visibility and credibility to celebrities' brands. By incorporating the latest fashion trends and high-quality materials, the celebrity owned brands create a sense of luxury and exclusivity which appeals to the consumers.
In August 2023, Rihanna announced the launch of her first maternity wear range under her lingerie brand, Savage X Fenty. The latest maternity capsule collection provides sizes ranging from XXS to 4X to cater to a wider base of consumers.
Celebrity-owned maternity brands are expanding through mergers and acquisitions, and the maternity wear market is expanding to gain relevance. In September 2023, Reliance Retail Ventures Limited announced the acquisition of Ed-a-Mamma. The former has acquired a 51% stake in the maternity wear brand.
Future Market Scenario (2024 - 2031F)
The maternity wear market is crowded with mass and premium maternity wear products. The market is expected to create opportunities for luxury maternity wear due to the lack of superior quality designers in the market. The ever-growing demand for stylish, luxury, and high-quality maternity wear among the moms-to-be, will drive the market growth in the future. The luxury brands are leveraging their products by offering exclusive and unique collections which offer versatility and comfort, attracting affluent customers, and helping in the expansion of the market.
Key Players Landscape and Outlook
Key players in the market are helping the growth by focusing on continuous product innovation, retail expansions, and strategic marketing. The manufacturers are actively expanding their product portfolio, increasing the base of the customers, and are catering to their evolving needs. The product portfolio expansion offers consumers comfortable and nursing-friendly apparel and footwear in the global maternity wear market.
For instance, in March 2023, Carter's Inc. announced its expansion into womenswear with the launch of Little Planet Mama Collection. Each style has been created to provide comfort to expectant moms. It is suitable for postpartum and is nursing-friendly with functional features such as snaps, pockets, and front buttons.