Maternity Apparel Market Outlook

The global maternity apparel market is projected to reach approximately USD 21 billion by 2035, growing at a robust CAGR of around 6.5% from 2025 to 2035. This growth is primarily driven by the increasing number of working pregnant women who are seeking fashionable yet comfortable clothing options. Additionally, the rising awareness of maternal health and wellness has led to a growing demand for maternity wear that not only caters to style but also provides adequate support and comfort. The shift in consumer preferences towards online shopping has further catalyzed the expansion of the maternity apparel segment, enabling brands to reach a wider audience and offer a diverse range of products tailored to varied needs. Furthermore, changing societal norms and the increasing acceptance of pregnancy in the workplace continue to boost the maternity clothing market, as more women seek trendy options that can be worn during and post-pregnancy.

Growth Factor of the Market

The growth of the maternity apparel market is significantly influenced by various factors that cater to the unique needs of expectant mothers. One of the primary growth drivers is the evolving fashion landscape which has led to an influx of stylish maternity wear that aligns with current trends, allowing women to maintain their sense of style during pregnancy. Moreover, the rise of e-commerce platforms has made it easier for expectant mothers to browse and purchase maternity apparel from the comfort of their homes. A growing emphasis on comfort and functionality in clothing, facilitated by advancements in fabric technology, has resulted in the creation of maternity wear that provides support while being lightweight and breathable. Furthermore, the increasing number of maternity-focused brands and collections launched by established retailers has widened the choices available for consumers, catering to diverse preferences and budgets. Lastly, rising disposable incomes in emerging economies are enabling more women to invest in quality maternity wear, thereby propelling the market's growth.

Key Highlights of the Market

• Significant growth projected in the market driven by increasing demand for stylish and comfortable maternity wear.
• The rise of e-commerce and online shopping has expanded accessibility for expectant mothers.
• Growing emphasis on maternal health is leading to higher investments in quality maternity apparel.
• Diverse product offerings across various categories, catering to different preferences and needs.
• Expanding global market with emerging economies contributing to overall growth.

By Product Type

Tops :

Tops in the maternity apparel market include a range of products such as blouses, t-shirts, and tank tops specifically designed to accommodate the changing body shape during pregnancy. These tops often feature adjustable elements, such as ruching or elastic panels, that provide flexibility and comfort as the pregnancy progresses. The demand for stylish and versatile tops has surged, as expectant mothers seek options that can be paired with various bottoms for different occasions, whether at work or during social events. Additionally, the inclusion of breathable fabrics is a significant factor, as comfort is paramount. This segment is expected to grow significantly as more brands focus on offering trendy options that prioritize both style and practicality.

Bottoms :

The bottoms category of maternity apparel encompasses items such as maternity jeans, leggings, shorts, and skirts, all designed to provide comfort and support to expectant mothers. This segment is growing rapidly due to the increasing preference for stretchy and adjustable waistbands that can adapt to the changing body shape. Maternity bottoms are often designed with a supportive over-the-bump waistband or under-the-bump design, catering to the varying comfort levels of pregnant women. Furthermore, the rise of athleisure has influenced the bottoms segment, as more mothers gravitate towards activewear options that can be utilized for both casual and fitness activities. As fashion continues to evolve, the demand for stylish and functional maternity bottoms is anticipated to further drive growth in this segment.

Dresses :

The maternity dresses segment includes a variety of styles, such as casual, formal, and maxi dresses, specifically tailored to accommodate a growing belly. This segment is witnessing an upward trend as pregnant women seek comfortable yet fashionable options to wear for various occasions, from work to special events. Maternity dresses often feature designs that allow for ease of movement and breathability, making them a popular choice among expectant mothers. Additionally, the adaptability of many styles ensures that these dresses can be worn both during and after pregnancy, appealing to a broader market. As more designers and brands enter this space with innovative and chic designs, the demand for maternity dresses is expected to grow significantly.

Lingerie :

Maternity lingerie is an essential segment of the maternity apparel market, catering to the unique needs of pregnant women. This segment includes nursing bras, maternity underwear, and sleepwear designed for comfort and support. The demand for high-quality lingerie that accommodates changes in body shape while offering adequate support has surged, as many women prioritize both comfort and functionality during pregnancy. Many brands are focusing on using soft fabrics with adjustable features, enhancing the overall experience of wearing lingerie during this sensitive time. Furthermore, the focus on aesthetics has led to the introduction of stylish designs, enabling expectant mothers to feel confident and beautiful. As the awareness regarding maternal health continues to rise, the maternity lingerie segment is anticipated to experience robust growth.

Activewear :

The activewear segment of maternity apparel is gaining traction as more pregnant women engage in fitness activities to maintain their health and well-being. This category includes sports bras, leggings, and tops designed specifically for workouts during pregnancy. The demand for versatile and comfortable activewear that allows for easy movement while providing support is driving growth in this segment. Many products are crafted from moisture-wicking and breathable fabrics to ensure comfort during physical activities. As societal attitudes shift towards health and wellness, and with the increasing number of women participating in fitness classes or outdoor activities, the activewear segment is expected to see significant expansion in the coming years. Brands focusing on this segment are likely to innovate further, offering a wider variety of maternity activewear options tailored to different types of workouts.

By Application

Online Stores :

The online stores segment has revolutionized how consumers access maternity apparel, contributing significantly to the market's growth. The convenience of browsing through a wide range of products from the comfort of home allows expectant mothers to explore various styles and designs without the pressure of in-store shopping. E-commerce platforms offer detailed product descriptions, size guides, and customer reviews, aiding in informed purchasing decisions. The growth of online shopping is further propelled by the rise of mobile commerce, enabling consumers to shop on-the-go. As brands enhance their online presence and invest in digital marketing strategies, the online stores segment is positioned for continued growth. This shift is also encouraging brands to create exclusive online collections, appealing to a broader audience and enhancing customer engagement.

Specialty Stores :

Specialty stores focus on providing unique and tailored maternity apparel, allowing pregnant women to find clothing that meets specific needs. These stores often offer a curated selection of high-quality products, including exclusive brands and custom-made options. The personalized shopping experience provided by specialty stores can enhance customer satisfaction, as staff often have expertise in maternity fashion and can offer tailored advice. As more women seek out specialty options that cater specifically to pregnancy, this segment is expected to grow. Furthermore, the presence of specialty stores also fosters a sense of community, allowing expectant mothers to connect with others in similar situations, which may influence their purchasing decisions.

Supermarkets/Hypermarkets :

Supermarkets and hypermarkets have become an important distribution channel for maternity apparel, providing convenience for shoppers who prefer a one-stop shopping experience. These large retail spaces often carry a selection of maternity clothing alongside other essential items, making it easier for expectant mothers to find what they need in a single trip. While the range may not be as extensive as specialized stores, the accessibility and affordability of products often attract budget-conscious consumers. This segment is supported by promotions and discounts, particularly during peak shopping seasons, contributing to overall growth. As supermarkets and hypermarkets continue to recognize the demand for maternity apparel, they are likely to expand their offerings to meet consumer needs.

Maternity Stores :

Maternity stores are dedicated retail spaces that specialize in selling maternity apparel, providing expectant mothers with a comprehensive shopping experience tailored to their unique needs. These stores often carry an extensive range of products, including clothing, accessories, and lingerie designed specifically for pregnant women. The knowledgeable staff in maternity stores can provide personalized assistance, helping customers navigate the various options available. As awareness of the importance of maternity wear increases, more expectant mothers are likely to seek out dedicated maternity stores for their shopping needs. This segment is expected to grow as new players enter the market, offering diverse products that cater to different tastes and preferences.

Others :

This category encompasses additional retail formats and applications for maternity apparel that do not fit neatly into the aforementioned segments. This may include pop-up shops, thrift stores, and secondhand markets, which are gaining popularity as sustainability becomes a core value for many consumers. The demand for pre-owned maternity clothing is rising as women look for affordable options to support their pregnancy journey. As these alternative shopping methods continue to gain acceptance, they are expected to contribute to the overall growth of the maternity apparel market. Furthermore, the integration of social media platforms for selling and promoting maternity wear is also playing a significant role in this segment, allowing for greater reach and engagement among expectant mothers.

By Distribution Channel

Online Retail :

The online retail segment has emerged as a dominant force in the maternity apparel market, driven by the growing preference for digital shopping among consumers. This distribution channel allows expectant mothers to access a wide variety of products from various brands without geographical constraints. Online retail platforms often offer exclusive deals and discounts, further attracting shoppers seeking value for their money. The convenience of home delivery ensures that mothers can easily shop for essential items during a time when they may not want to venture out extensively. Additionally, the rise of social media marketing and influencer collaborations has enhanced the visibility of maternity brands, encouraging more women to purchase through online channels. As e-commerce technology continues to evolve, the online retail segment is expected to experience sustained growth, particularly as brands focus on enhancing the online shopping experience.

Offline Retail :

Despite the surge in online shopping, offline retail remains a vital distribution channel for the maternity apparel market. Physical stores provide a tactile shopping experience, allowing expectant mothers to try on clothing and assess the fit and comfort before making a purchase. Maternity boutiques and department stores often curate their selections, offering unique styles that may not be readily available online. The ability to receive immediate purchases without waiting for delivery is also a significant advantage of offline retail. Many consumers appreciate the opportunity to seek personalized assistance from knowledgeable staff who can guide them through their options. While the online segment is growing, offline retail continues to play an essential role in the market, particularly for those who prefer a hands-on shopping experience.

By Material Type

Cotton :

Cotton is one of the most widely used materials in the maternity apparel market due to its natural softness, breathability, and comfort. This fabric is highly preferred by expectant mothers as it provides a gentle touch against the skin, making it ideal for everyday wear. Cotton maternity wear is easy to care for and retains its shape well, making it a practical choice for pregnant women. Additionally, the versatility of cotton allows it to be used in various styles, from casual tops to activewear. As consumers increasingly prioritize sustainable and eco-friendly options, organic cotton is also gaining traction within this segment, attracting environmentally conscious buyers. The enduring demand for cotton-based maternity apparel is expected to drive growth in this material category.

Spandex :

Spandex is a popular choice in the maternity apparel market, especially for activewear and bottoms due to its excellent elasticity and stretchability. This material allows clothing to adapt to the body's changing shape during pregnancy, providing both comfort and support. Spandex is often blended with other fabrics, such as cotton or polyester, to enhance the overall wearability of garments. The demand for supportive yet flexible maternity clothing is driving the growth of the spandex segment, particularly in activewear, where movement and comfort are paramount. As fitness continues to be a key priority for many expectant mothers, the popularity of spandex-based maternity wear is anticipated to continue rising.

Polyester :

Polyester is increasingly utilized in maternity apparel owing to its durability, moisture-wicking properties, and resistance to wrinkles. This synthetic material allows for the production of lightweight and breathable clothing that can withstand everyday wear and tear. The incorporation of polyester in maternity wear ensures that garments maintain their shape and color, providing longevity for expectant mothers. As active lifestyles become more prevalent among pregnant women, polyester-based activewear is gaining traction, offering styles that are both functional and stylish. The adaptability of polyester to various designs and applications presents significant growth opportunities within the maternity apparel market.

Rayon :

Rayon is a semi-synthetic fabric that has gained popularity in the maternity apparel market due to its softness and drape. This material provides excellent breathability, making it suitable for warmer climates and ensuring comfort for wearers. Rayon maternity wear is often seen in flowing dresses and tops, offering a chic and stylish option for expectant mothers. The lightweight nature of rayon further enhances its appeal, allowing for ease of movement and layering. As more brands focus on creating fashionable and comfortable maternity styles, the demand for rayon-based apparel is expected to increase, particularly in the dress and tops segments.

Nylon :

Nylon is a versatile synthetic fabric that is increasingly being used in maternity apparel, especially in activewear and lingerie. Its strength and elasticity make it an ideal choice for garments that require durability and support. Nylon is often blended with other materials to enhance comfort and moisture-wicking capabilities, making it suitable for various activities during pregnancy. This material's lightweight and breathable properties ensure that expectant mothers remain comfortable in various conditions. As the demand for functional and supportive maternity wear continues to grow, the nylon segment is expected to see a significant rise, particularly among women looking for activewear that caters to their fitness needs.

By Region

The North American maternity apparel market represents a significant share of the global industry, with a value of approximately USD 7 billion in 2023. This market is driven by high consumer awareness regarding the importance of maternity wear and the availability of diverse product offerings. The region exhibits a healthy CAGR of about 5.8% over the forecast period, bolstered by the increasing number of working pregnant women who seek fashionable and functional clothing. The presence of numerous established brands and the continuous introduction of new players further enhance competition, promoting innovation and quality in the maternity apparel segment. With a strong focus on sustainability and ethical practices, North American consumers are increasingly supporting brands that prioritize these values.

In Europe, the maternity apparel market is also experiencing steady growth, projected to reach approximately USD 6 billion by 2035. The region's CAGR stands at about 6.1%, driven by a shift in societal attitudes towards pregnancy and a growing acceptance of maternity wear in professional settings. European consumers tend to prioritize style and comfort, leading to an increased demand for fashionable maternity clothing. The diverse cultural landscape across European countries contributes to varying preferences in maternity wear, encouraging brands to adapt their offerings accordingly. As awareness regarding maternal health and wellness continues to rise, the demand for quality maternity apparel in Europe is expected to remain strong.

Opportunities

The maternity apparel market presents various opportunities for growth and expansion, particularly as consumer preferences continue to evolve. One key opportunity lies in the increasing demand for sustainable and ethically produced maternity wear. As consumer awareness regarding environmental and social responsibility grows, brands that prioritize sustainable sourcing, fair labor practices, and eco-friendly materials are likely to attract a loyal customer base. Additionally, the potential for collaboration with influencers and brand ambassadors can significantly enhance brand visibility and consumer engagement, particularly within the online space. By leveraging social media platforms to reach expectant mothers, brands can effectively promote their offerings, increasing sales and brand loyalty.

Another significant opportunity exists within the realm of customization and personalization. As more consumers seek unique and tailored shopping experiences, brands that offer customizable maternity wear can differentiate themselves in a competitive market. This could include options such as made-to-measure clothing or personalized designs that resonate with individual preferences. Additionally, expanding product lines to include postpartum apparel can create lasting brand loyalty among consumers who appreciate versatile clothing that can be worn beyond pregnancy. By addressing the evolving needs of expectant and new mothers, brands can capitalize on this opportunity, leading to sustained growth in the maternity apparel market.

Threats

While the maternity apparel market is poised for growth, it also faces several threats that could impact its trajectory. One such threat is the increasing competition from fast fashion brands, which often offer lower-priced alternatives that may attract budget-conscious consumers. The rapid turnover of trends in the fast fashion industry can overshadow the more sustainable and quality-focused maternity brands. This price-driven competition could lead to market saturation and diminish the perceived value of higher-quality products, making it challenging for established brands to maintain their market share. Furthermore, the economic fluctuations and uncertainties can affect consumer spending habits, leading to reduced discretionary spending on maternity apparel.

Additionally, changing consumer behavior poses a challenge, as many expectant mothers are becoming increasingly budget-conscious and may opt for second-hand or rental maternity wear instead of purchasing new items. The rise of online resale platforms provides consumers with affordable options, leading to potential market share loss for traditional retailers. Brands that do not adapt to these evolving preferences may struggle to retain customers. Moreover, supply chain disruptions and increasing costs of raw materials can also impact production capabilities, leading to delays in inventory and potential loss of sales opportunities. Addressing these threats proactively will be crucial for maintaining a competitive edge in the maternity apparel market.

Competitor Outlook

• H&M
• ASOS
• Seraphine
• Motherhood Maternity
• PinkBlush Maternity
• Gap Inc.
• Kimono Maternity
• Pea in the Pod
• Isabella Oliver
• Destination Maternity
• Old Navy
• Bravado Designs
• Target
• Forever 21

The competitive landscape of the maternity apparel market is characterized by a diverse array of brands, ranging from established retailers to niche players focused on specialized maternity wear. Major companies, such as H&M and ASOS, have expanded their offerings to include maternity lines, catering to the growing demand for stylish and affordable options. These brands often leverage their strong online presence and marketing strategies to reach a wider audience, emphasizing the importance of convenience and accessibility for expectant mothers. Furthermore, many of these companies are investing in sustainable practices, appealing to environmentally-conscious consumers who prioritize ethical production methods.

Specialty maternity brands like Seraphine and PinkBlush Maternity focus on providing high-quality and fashionable designs tailored specifically for pregnant women. These companies often highlight their commitment to comfort and style, offering products that cater to various occasions and preferences. By emphasizing personalized customer experiences, these brands cultivate loyalty among their customer base, allowing them to thrive despite the competitive nature of the industry. Furthermore, many specialty brands are utilizing social media and influencer marketing to engage with their target audience, promoting their products to expectant mothers effectively.

In addition to traditional retail giants, new entrants are emerging in the maternity apparel market, often leveraging e-commerce platforms to establish their presence. Companies such as Isabella Oliver and A Pea in the Pod focus on creating versatile and stylish options that cater to modern mothers, often prioritizing quality materials and sustainable production methods. As these brands enter the market, they contribute to the overall growth and innovation within the maternity apparel sector. The competitive dynamics of the industry will continue to evolve as consumer preferences shift, necessitating that companies remain agile and responsive to emerging trends.