Nursing Bras Sales Market Outlook

The global nursing bras market is projected to reach approximately USD 3.5 billion by 2035, growing at a compound annual growth rate (CAGR) of about 6.5% during the forecast period of 2025 to 2035. This growth can be attributed to several factors including an increase in the number of working mothers, growing awareness about maternal health, and the rising trend of breastfeeding which emphasizes the need for comfortable and functional nursing apparel. Additionally, the expansion of ecommerce platforms has made it easier for consumers to access a variety of nursing bras, thereby fueling demand. The market is also witnessing innovations in design and material, enhancing comfort and usability for nursing mothers, which further contributes to its growth.

Growth Factor of the Market

The growth of the nursing bras market is primarily driven by a significant cultural shift towards breastfeeding, encouraged by health organizations worldwide. Increased awareness around the benefits of breastfeeding has led to a growing number of mothers opting to breastfeed their infants, which in return boosts the demand for specialized nursing apparel. Additionally, the rising trend of maternity fashion, where nursing bras are designed to be both functional and stylish, has attracted a broader range of consumers. The expansion of online retail channels has also played a vital role in making nursing bras accessible to a larger audience, particularly in regions where physical specialty stores may be limited. Moreover, advancements in fabric technology, which enhance comfort and support, are further driving consumer preferences towards high-quality nursing bras. Lastly, the growing focus on maternal health and wellness has prompted mothers to invest in better-quality products that cater to their unique needs during the lactation period.

Key Highlights of the Market

• The nursing bras market is expected to grow at a CAGR of 6.5% from 2025 to 2035.
• Online retail channels are becoming increasingly popular, making it easier for consumers to purchase nursing bras.
• Innovations in design and fabric technology are enhancing the functionality and comfort of nursing bras.
• There is a growing trend of maternity fashion, leading to increased demand for stylish nursing bras.
• The increasing awareness about the benefits of breastfeeding is driving the market for nursing apparel.

By Product Type

Underwire Nursing Bras:

Underwire nursing bras are designed to provide additional support to nursing mothers while still accommodating breastfeeding needs. These bras are constructed with a flexible underwire that offers structure without compromising comfort. They are designed to lift and shape the breasts, which many women find appealing as they often resemble traditional bras. However, their adoption may vary among mothers, as some may prefer the freedom and comfort offered by wireless options. This product type is expected to hold a significant share of the nursing bras market due to its combination of aesthetics and functionality.

Wireless Nursing Bras:

Wireless nursing bras are increasingly favored by mothers seeking comfort during the breastfeeding phase. With no underwire, these bras provide a relaxed fit that is ideal for prolonged wear, especially during nighttime or while at home. They typically feature easy access for breastfeeding, such as drop-down cups or front clasps, which are essential for nursing mothers. The growing emphasis on comfort and the rise of casual wear trends are factors contributing to the increasing popularity of wireless nursing bras. Additionally, many brands are designing wireless options that offer stylish designs, which appeal to fashion-conscious mothers.

Sports Nursing Bras:

Sports nursing bras cater specifically to active mothers who wish to maintain their fitness regime while nursing. These bras are designed to provide support during physical activities, often featuring moisture-wicking materials and greater elasticity for movement. The demand for sports nursing bras is expected to grow in tandem with the trend of health and fitness among new mothers. Manufacturers are increasingly focusing on creating sports bras that are not only functional but also stylish, appealing to mothers who want to stay fashionable while exercising. As more emphasis is placed on postpartum fitness, the sports nursing bra segment is likely to see substantial growth.

Sleep Nursing Bras:

Sleep nursing bras provide a comfortable option for mothers who wish to sleep in a supportive yet gentle garment. These bras are typically made from soft, breathable fabrics that ensure minimal pressure and maximum comfort during rest. Their design often includes features that allow for easy breastfeeding, such as clasp-free access. As many new mothers experience discomfort during the night while nursing, sleep nursing bras serve a critical function in promoting restful sleep without compromising accessibility. The increasing focus on postpartum recovery and wellness is driving demand for this product type, as mothers prioritize comfort during their rest periods.

Pumping Nursing Bras:

Pumping nursing bras are designed for mothers who express milk using a breast pump. They typically come with built-in support for pump flanges and allow for hands-free pumping, providing convenience and comfort during the process. As more mothers return to work and need to manage pumping schedules, the demand for these specialized bras is on the rise. Innovations in design are making pumping bras more versatile, allowing mothers to transition seamlessly from nursing to pumping. This segment is expected to grow significantly as the workplace environment evolves to support breastfeeding and pumping needs.

By Application

Online Retailers:

Online retailers have become a dominant force in the nursing bras market, providing a wide variety of options for consumers. The convenience of shopping online allows mothers to explore numerous brands and styles without the limitations of physical store inventory. Additionally, online platforms often feature detailed product descriptions and customer reviews, aiding consumers in making informed decisions. The growing trend of e-commerce, accelerated by the COVID-19 pandemic, has led to an increase in online purchases of nursing bras. This segment is expected to continue to grow, as more retailers invest in user-friendly platforms and targeted marketing strategies to attract new mothers.

Specialty Stores:

Specialty stores that focus specifically on maternity and nursing products play a crucial role in the nursing bras market. These stores provide a curated selection of nursing bras that cater to the unique needs of mothers, often featuring knowledgeable staff who can offer personalized fittings and advice. Shoppers appreciate the experience of trying on different styles and sizes, which is especially important for nursing bras that require particular fit considerations. As awareness around breastfeeding and maternal health increases, specialty stores are likely to attract more customers seeking high-quality, functional nursing apparel.

Maternity Stores:

Maternity stores offer a comprehensive selection of nursing bras alongside other maternity products, making them a one-stop shop for expectant and new mothers. These stores typically carry a range of brands and styles, catering to various preferences and budgets. As mothers look for specialized items to support their breastfeeding journey, maternity stores provide valuable resources, such as consultations and fittings. The growth of this application segment is linked to the increasing number of mothers who prioritize shopping for maternity-specific items, creating a favorable market environment for maternity stores.

Supermarkets/Hypermarkets:

Supermarkets and hypermarkets represent an accessible option for mothers looking to purchase nursing bras alongside their regular grocery shopping. While the selection may not be as extensive as that found in specialty or maternity stores, these retailers often include a modest range of nursing bras that cater to the average consumer. The convenience of finding nursing bras in supermarkets and hypermarkets supports the trend of making maternal products more readily available. Although this segment may not dominate the market, it provides an essential channel for reaching a broader audience, especially in regions where specialty stores might be less prevalent.

Others:

This category encompasses various other application channels, including department stores and boutique shops that carry nursing bras. While these retailers may not focus solely on maternity products, they often feature a selection that appeals to mothers. Such diverse retail channels contribute to the overall growth of the nursing bras market by ensuring that mothers have access to multiple purchasing options. The "Others" segment is expected to remain relevant as brands explore partnerships and collaborations with different retail formats to increase visibility and accessibility of their nursing bras.

By Distribution Channel

Online Stores:

Online stores have revolutionized the way mothers shop for nursing bras, offering unparalleled convenience and accessibility. With a plethora of options available at their fingertips, consumers can browse through various styles, sizes, and brands without the constraints of time or location. The ability to read customer reviews and access detailed product descriptions enhances the shopping experience and aids in decision-making. As more mothers prioritize online shopping, especially in the wake of the pandemic, this distribution channel is expected to continue its upward trajectory. The rise in ecommerce platforms dedicated to maternal and baby products is making it easier for consumers to find nursing bras aligned with their preferences.

Offline Stores:

Offline stores play a significant role in the nursing bras market by offering a tactile shopping experience. Many mothers prefer trying on nursing bras to ensure the right fit and comfort, which is difficult to assess online. Specialty shops, maternity boutiques, and department stores provide an opportunity for mothers to interact with knowledgeable staff who can assist with fittings and offer personalized recommendations. Although the online shopping trend is on the rise, offline stores continue to be a vital channel for those who value in-person consultations and the ability to physically try products before making a purchase. This segment offers a unique value proposition that caters to the needs of a more discerning consumer base.

By Material Type

Cotton:

Cotton nursing bras are favored for their softness, breathability, and moisture-wicking properties, making them an ideal choice for nursing mothers seeking comfort. The natural fibers of cotton are gentle against the skin, reducing the risk of irritation, which is particularly important during the sensitive postpartum period. Additionally, cotton bras are often easy to care for and maintain, adding to their appeal for busy new mothers. The demand for cotton nursing bras is expected to grow as consumers increasingly prioritize sustainable and eco-friendly materials in their purchasing decisions.

Spandex:

Spandex nursing bras are designed to provide exceptional stretch and flexibility, ensuring a snug fit that adapts to the changing body of a nursing mother. This material allows for ease of movement while offering ample support. Spandex blends are often combined with other fabrics to enhance comfort and durability, making them a popular choice across various nursing bra styles. The growth of spandex nursing bras is anticipated as mothers seek garments that can accommodate their dynamic lifestyles while providing the necessary support for breastfeeding.

Nylon:

Nylon nursing bras are known for their durability and smooth texture. The synthetic fibers of nylon create a lightweight and breathable option that can be both functional and fashionable. These bras often feature moisture-wicking properties, which help to keep mothers comfortable throughout the day. Nylon is also resistant to wear and tear, making it suitable for daily use. As manufacturers innovate in terms of design and functionality, the demand for nylon nursing bras is expected to rise, appealing to mothers who value longevity and style in their undergarments.

Polyester:

Polyester nursing bras are popular due to their strength and resistance to shrinking and stretching. This synthetic fabric is often blended with other materials to create nursing bras that offer both support and comfort. Polyester bras can also be designed to wick moisture away from the body, keeping mothers feeling fresh throughout the day. With the increasing demand for performance-driven clothing, the polyester segment is set to grow, especially among active mothers who require versatile nursing apparel that can withstand daily activities.

Others:

This category includes various alternative materials used to manufacture nursing bras, such as bamboo, modal, and other eco-friendly fabrics. As sustainability becomes more prominent in consumer purchasing habits, materials that boast natural origin and minimal environmental impact are gaining traction. These nursing bras often feature unique properties such as antimicrobial benefits and superior softness, appealing to mothers who are conscious about their ecological footprint. The "Others" segment is expected to see a rise in interest as more brands innovate with materials that prioritize both comfort and sustainability.

By Region

The nursing bras market is characterized by significant regional variations in preferences and purchasing behaviors. In North America, the market is expected to grow at a CAGR of around 5.8% by 2035, driven by an increasing focus on maternal health and the rising trend of breastfeeding. The region boasts a well-established retail infrastructure, with numerous online and offline channels distributing nursing bras. The growing awareness surrounding breastfeeding benefits and the subsequent demand for specialized nursing apparel contribute to a robust market presence in North America. Additionally, the influence of social media and online communities surrounding parenting has further amplified the visibility and accessibility of nursing bras, attracting a larger consumer base.

In contrast, the European market is expected to experience steady growth as cultural attitudes towards breastfeeding continue to evolve. Europe emphasizes sustainability and eco-friendliness in product selection, leading to increased demand for nursing bras crafted from natural and organic materials. The rise of boutique maternity shops and specialized online retailers further enhances consumersÔÇÖ access to high-quality nursing bras. The combined impact of these factors positions Europe as a region of interest in the nursing bras market, contributing to the overall global growth.

Opportunities

The nursing bras market is ripe with opportunities as consumer needs evolve and awareness about maternal health grows. One of the most significant opportunities lies in the expansion of online retail channels, particularly given the increasing comfort of consumers with e-commerce. Brands can leverage social media marketing, influencer partnerships, and user-generated content to enhance visibility and engage potential customers. By delivering educational content related to breastfeeding and the importance of proper nursing apparel, companies can build trust and create a loyal customer base. Furthermore, the demand for customization options in nursing bras presents an opportunity for brands to differentiate themselves in a crowded market. Personalized fittings and tailored designs can significantly enhance customer satisfaction and retention rates.

Another promising opportunity lies in developing nursing bras that cater to specific lifestyles and activities. For instance, the growing trend of fitness among new mothers creates a demand for high-performance nursing bras that offer both support and style. Brands focusing on innovative designs that accommodate pumping, breastfeeding, and active lifestyles will attract a more diverse range of consumers. Additionally, the potential for collaborations with healthcare providers to promote the importance of breastfeeding and the benefits of nursing bras can enhance brand credibility. By partnering with lactation consultants and maternal health organizations, brands can position themselves as advocates for breastfeeding, thereby enhancing their reputation and expanding their reach.

Threats

Despite the promising outlook of the nursing bras market, several threats could impede growth. One key concern is the intense competition among various brands and retailers. With numerous players entering the market, established brands may face pressure on pricing and market share, leading to potential reductions in profit margins. Additionally, counterfeit products and sub-standard quality alternatives may flood the market, undermining consumer trust and brand integrity. As consumers become more conscious of quality and sustainability, brands that fail to adapt to these preferences may struggle to retain their market positions. Furthermore, economic uncertainties may lead consumers to prioritize affordability over quality, impacting overall sales in the nursing bras segment.

A potential restrainer for the nursing bras market is the perception that nursing bras are a temporary purchase that mothers only use for a limited period. This perception may deter some consumers from investing in high-quality or specialized nursing bras. Additionally, the lack of awareness about the benefits of wearing nursing bras could hinder market growth, particularly in regions where breastfeeding culture is not as pronounced. Educating consumers about the long-term benefits of nursing bras, including comfort and support during breastfeeding, will be crucial in overcoming this barrier. Brands must also focus on innovative marketing strategies to effectively communicate the value of nursing bras to a broader audience.

Competitor Outlook

• Bravado Designs
• Motherhood Maternity
• Cleo by Panache
• Bamboobies
• Lands' End
• Medela
• H&M
• Boob Design
• Cake Maternity
• Seraphine
• Goddess
• Thinkgeek
• Kindred Bravely
• Bravado

The competitive landscape of the nursing bras market is characterized by a diverse range of players offering a variety of products to cater to the needs of nursing mothers. Established brands like Bravado Designs and Motherhood Maternity lead the market, leveraging their strong brand recognition and extensive product offerings. These companies frequently invest in marketing initiatives that emphasize the functional and fashionable aspects of their nursing bras, appealing to modern mothers who seek comfort without compromising style. Additionally, boutique brands like Cake Maternity and Kindred Bravely are gaining traction by focusing on niche segments and providing high-quality, specialized products that cater to specific consumer preferences.

As new entrants continue to emerge, particularly those emphasizing eco-friendly and sustainable manufacturing practices, the competitive dynamics may shift. Brands like Bamboobies and Boob Design are capitalizing on this trend by offering nursing bras made from organic and recycled materials, attracting environmentally conscious consumers. Furthermore, the rise of online-only retailers has created an opportunity for smaller and emerging brands to reach a global audience without the overhead costs associated with brick-and-mortar stores. Overall, the competitive landscape is evolving, with brands continually innovating to meet the diverse needs of nursing mothers.

Key players in the nursing bras market emphasize product innovation, customer engagement, and sustainability in their strategies. For instance, Medela is known for its focus on breast pump technology and nursing apparel designed to facilitate the breastfeeding process. By continually enhancing their offerings and integrating technological advancements, they maintain a leading position in the market. Similarly, Seraphine has established a reputation for stylish maternity and nursing wear that resonates with fashion-forward mothers. Their ability to blend functionality with trendy designs has garnered a loyal customer base, allowing them to compete effectively against traditional maternity brands.