Underwire Nursing Bras Market Outlook

The global underwire nursing bras market is projected to reach USD 1.8 billion by 2035, with a compound annual growth rate (CAGR) of 6.5% during the forecast period from 2025 to 2035. Factors contributing to this growth include the increasing awareness of maternal health and comfort, the rising demand for stylish and functional maternity wear, and the growing trend of women opting for breastfeeding as a preferred choice. In addition, the surge in online shopping for intimate apparel among expectant mothers has further propelled market dynamics, enabling easy access to a wide variety of nursing bras that cater to both style and functional needs. Furthermore, innovations in fabric technology and design tailored for nursing mothers have created a niche market that is witnessing significant investment from manufacturers who aim to provide enhanced comfort and support.

Growth Factor of the Market

A pivotal growth factor for the underwire nursing bras market is the evolving perception surrounding maternal fashion. As more women prioritize their comfort and style during pregnancy and postnatal periods, the demand for underwire nursing bras has surged. Additionally, the increasing number of women participating in the labor force has led to a greater focus on multifunctional clothing that seamlessly transitions from maternity to nursing. Moreover, advancements in lingerie design, specifically tailored to provide necessary support while also allowing for nursing convenience, have attracted a wide consumer base. The growing acceptance and promotion of breastfeeding in public spaces have also encouraged mothers to seek out bras that combine practicality with a fashionable appearance. Finally, the shift towards e-commerce platforms for purchasing maternity and nursing bras has significantly widened market accessibility, allowing brands to reach a broader audience.

Key Highlights of the Market

• The global underwire nursing bras market is anticipated to grow at a CAGR of 6.5% from 2025 to 2035.
• Increasing awareness regarding maternal health and the importance of breastfeeding is driving demand.
• Rising trends of stylish and multifunctional maternity wear are influencing purchasing decisions.
• Growth in the e-commerce sector is enhancing accessibility to a variety of nursing bras.
• Innovations in materials and designs are making nursing bras more comfortable and functional.

By Product Type

Underwire Contour Nursing Bras:

Underwire contour nursing bras are designed to provide a smooth shape and ample support for nursing mothers. These bras feature molded cups that conform to the breast's natural shape, making them a popular choice for women who desire a seamless appearance under clothing. The underwire component offers additional lift and support, which is particularly beneficial for mothers who experience breast sensitivity or changes in size during lactation. With adjustable straps and nursing clips, these bras provide both functionality and ease of use, allowing mothers to breastfeed discreetly while maintaining their style. The growing preference for versatile and stylish nursing bras has led to an increase in the availability of contour styles across various retail channels.

Underwire Plunge Nursing Bras:

Underwire plunge nursing bras offer a daring yet practical design, featuring a deep V-neckline that is perfect for low-cut tops and dresses. These bras are tailored to provide essential support and accessibility for nursing mothers while still allowing them to wear fashionable outfits during their breastfeeding journey. The plunging neckline is complemented by the underwire that maintains shape and support without compromising comfort. This style has gained popularity among new mothers who wish to balance their desire for attractive clothing with the practical needs of breastfeeding. With an increase in diverse clothing options for nursing mothers, plunge nursing bras are becoming a staple in the wardrobes of style-conscious mothers.

Underwire Sports Nursing Bras:

Underwire sports nursing bras are specifically designed to cater to active nursing mothers who wish to maintain their fitness routines. These bras are engineered with high-performance materials that offer excellent support during physical activities, while the underwire provides additional structure and stability. The design often includes moisture-wicking fabrics that keep the wearer dry and comfortable during workouts. Moreover, adjustable nursing clips enable mothers to breastfeed conveniently, even during or after exercise. The rise of fitness awareness among mothers has significantly boosted the demand for sports nursing bras, leading manufacturers to innovate designs that merge functionality with style.

Underwire T-shirt Nursing Bras:

Underwire T-shirt nursing bras are a popular choice among mothers who seek comfort and everyday usability in their lingerie. These bras are made from soft, stretchy materials that provide comfort throughout the day while ensuring a smooth silhouette under clothing. The underwire enhances support without compromising the soft feel of the fabric, making these bras ideal for daily wear. The design typically features seamless cups and adjustable straps, ensuring a perfect fit for various body shapes. With the trend of minimalistic and versatile fashion, T-shirt nursing bras are becoming a go-to option for mothers who prioritize both comfort and aesthetics.

Underwire Lace Nursing Bras:

Underwire lace nursing bras combine femininity and functionality, offering a delicate aesthetic that appeals to many new mothers. The intricate lace designs add a touch of elegance and style, making these bras a popular choice for special occasions or as everyday wear. While providing the essential support with an underwire, these bras often feature soft lining and removable pads for added comfort. The nursing clips are designed for easy access, making it simple for mothers to nurse while still feeling beautiful. The increasing trend towards fashionable lingerie for nursing mothers has bolstered the popularity of lace nursing bras, as they allow mothers to express their personal style during their breastfeeding journey.

By Application

Maternity Wear Stores:

Maternity wear stores play a crucial role in the distribution of underwire nursing bras, serving as specialized retailers that cater to the unique needs of expectant and new mothers. These stores typically offer a wide selection of nursing bras in various styles, sizes, and colors, allowing customers to find the perfect fit. The staff at maternity wear stores are often trained to provide personalized fitting sessions, ensuring that mothers receive bras that offer the necessary support and comfort throughout their breastfeeding journey. Additionally, maternity wear stores often create a supportive shopping environment that encourages mothers to explore different styles and receive advice on nursing essentials. The growth of these specialty stores reflects the increasing emphasis on maternal health and wellness in retail environments.

Online Retailers:

The rise of e-commerce has significantly impacted the availability and accessibility of underwire nursing bras. Online retailers provide a convenient platform for mothers to browse extensive collections from the comfort of their homes, allowing for a wider selection than traditional brick-and-mortar stores. Many online retailers offer detailed size guides, customer reviews, and virtual fitting assistance, ensuring that mothers can make informed purchasing choices. The ability to compare prices, styles, and materials easily has made online shopping a preferred choice for many consumers. As more mothers embrace digital shopping, the e-commerce channel for underwire nursing bras continues to grow, contributing to the overall market expansion.

Department Stores:

Department stores remain significant players in the distribution of underwire nursing bras, providing a one-stop shopping experience for mothers seeking maternity and nursing essentials. These stores typically carry a range of brands and styles, from basic nursing bras to more fashionable options, ensuring that mothers can find products that suit their needs. The convenience of department stores lies in their ability to offer diverse products in one location, making it easier for mothers to shop for multiple items, such as maternity clothes, baby supplies, and nursing accessories. The presence of knowledgeable staff in department stores also enhances the shopping experience, as mothers can receive assistance and recommendations on finding the right nursing bras.

Specialty Stores:

Specialty stores focusing on maternity and nursing products have emerged as vital distribution channels for underwire nursing bras. These stores often curate a selective range of high-quality nursing bras designed to meet specific needs, providing mothers with options that prioritize both style and functionality. The expertise of staff in specialty stores allows for personalized consultations, where mothers can explore different brands and styles that best cater to their body types and preferences. Furthermore, specialty stores often emphasize comfort and support, ensuring that the products offered align with the evolving demands of modern mothers. The growth of specialty stores underscores the importance of tailored shopping experiences for expectant and new mothers.

Others:

This category encompasses various additional applications for underwire nursing bras, including online marketplaces and direct-to-consumer brands that specialize in maternal health products. These platforms often leverage social media and influencer marketing to reach a targeted audience, promoting their unique offerings and building brand loyalty. Additionally, pop-up shops and maternity expos have gained traction as alternative venues for mothers to discover new brands and styles of nursing bras. These alternative applications contribute to a wider distribution network and enhance market visibility, allowing brands to cultivate relationships with their customers while catering to the specific needs of nursing mothers.

By Distribution Channel

Online Stores:

Online stores have revolutionized the way consumers shop for underwire nursing bras, providing unparalleled convenience and accessibility. The ability to browse an extensive range of products from various brands allows mothers to compare features, prices, and reviews effortlessly, facilitating informed decision-making. Many online platforms offer virtual fitting tools and detailed size charts, ensuring customers can select the appropriate size and style for their needs. Additionally, online stores often provide promotional offers and discounts, making it an attractive option for budget-conscious consumers. As e-commerce continues to grow, the online distribution channel for underwire nursing bras is likely to expand, catering to an increasingly tech-savvy demographic.

Supermarkets/Hypermarkets:

Supermarkets and hypermarkets serve as important distribution channels for underwire nursing bras, providing mothers with convenient access to maternity products during their regular shopping trips. These retail giants typically carry a limited selection of nursing bras alongside other essential products for expectant and new mothers, allowing customers to pick up multiple items in one visit. The accessibility of supermarkets and hypermarkets caters to busy mothers who may not have the time to shop in specialized stores. Although the range may not be as extensive as in dedicated maternity wear stores, these retail formats provide an essential service for mothers seeking convenience and efficiency in their shopping experiences.

Specialty Stores:

Specialty stores dedicated to maternity and nursing products offer a curated selection of underwire nursing bras, focusing on quality and fit. These stores provide an intimate shopping environment where mothers can receive personalized assistance and expert advice on selecting the ideal bras. Specialty stores often carry a wide range of sizes and styles, catering to diverse preferences and needs. The knowledgeable staff can help customers navigate the various options and ensure they find bras that provide the necessary support and comfort during breastfeeding. The unique shopping experience offered by specialty stores plays a significant role in building customer loyalty and brand trust in the underwire nursing bras market.

Maternity Stores:

Maternity stores focus specifically on products designed for expectant and new mothers, making them essential retailers in the underwire nursing bras market. These stores feature a comprehensive selection of nursing bras, ranging from practical everyday styles to more fashionable options. The staff in maternity stores are often trained to conduct fittings, ensuring that mothers receive bras that meet their individual needs. Additionally, maternity stores often emphasize the importance of comfort and support, showcasing products that align with the evolving demands of nursing mothers. The dedicated focus on maternal products positions maternity stores as key players in the distribution of underwire nursing bras, catering to a specialized market.

Others:

This category includes diverse distribution channels that cater to the needs of nursing mothers, such as direct sales through brand websites and specialty boutiques. Direct-to-consumer brands have gained traction by offering unique designs and personalized shopping experiences through their online platforms. Pop-up shops and maternity events provide opportunities for mothers to explore new brands and try on products in a supportive environment. This dynamic distribution landscape allows for a broad reach, ensuring that underwire nursing bras are accessible to a wide array of consumers, catering to various shopping preferences and lifestyles.

By Material Type

Cotton:

Cotton is one of the most commonly used materials in the production of underwire nursing bras, favored for its softness, breathability, and natural properties. Cotton nursing bras are designed to provide comfort and support without irritating sensitive skin, which is particularly important for nursing mothers. The hypoallergenic nature of cotton makes it an ideal choice for those with skin sensitivities or allergies. Additionally, cotton bras are often machine washable and durable, making them a practical choice for everyday wear. The growing awareness of sustainable materials has also led to an increase in demand for organic cotton options in nursing bras, further enhancing their appeal among eco-conscious consumers.

Nylon:

Nylon nursing bras are recognized for their lightweight and stretchy attributes, making them a popular choice among nursing mothers. The flexibility of nylon allows for ease of movement and a comfortable fit, accommodating the dynamic changes in a mother's body during breastfeeding. Additionally, nylon's moisture-wicking properties help keep mothers dry and comfortable throughout the day. Many nursing bras are made from a blend of nylon and other materials, ensuring that they maintain their shape and support over time. The versatility of nylon also lends itself to various styles and designs, appealing to a wide range of consumer preferences.

Spandex:

Spandex nursing bras are celebrated for their exceptional elasticity and ability to provide a snug fit without sacrificing comfort. This material is often blended with other fabrics to enhance the overall stretch and support of nursing bras. The inclusion of spandex allows bras to adjust to the body's natural shape and movement, making them ideal for mothers who experience fluctuations in size during their breastfeeding journey. Spandex also contributes to the durability of nursing bras, ensuring they retain their shape and elasticity after multiple washes. As more mothers seek bras that offer both support and flexibility, spandex has become a favored material in the nursing bra market.

Polyester:

Polyester is commonly used in the production of underwire nursing bras, offering a blend of durability and comfort. This synthetic material is known for its moisture-wicking properties, making it suitable for nursing mothers who require breathable and quick-drying fabrics. Polyester nursing bras often feature innovative designs that provide both support and style, appealing to a broad range of consumers. Additionally, polyester tends to retain its shape well, ensuring that bras remain supportive over time, even with frequent use. The versatility of polyester allows manufacturers to create a diverse selection of nursing bras that cater to various tastes and preferences, enhancing market offerings.

Others:

This category encompasses various alternative materials used in the production of underwire nursing bras, including blends of natural and synthetic fibers. Manufacturers are increasingly exploring innovative materials that offer enhanced comfort, support, and breathability. For example, some nursing bras may incorporate bamboo fabric, which is known for its softness and moisture-wicking properties, providing an eco-friendly option for consumers. Additionally, advancements in fabric technology have led to the development of fabrics with antimicrobial properties, ensuring that nursing bras remain fresh and hygienic. The diversity of materials available in underwire nursing bras allows for a wide range of designs and functions, meeting the evolving needs of modern mothers.

By Region

In North America, the underwire nursing bras market is expected to reach approximately USD 600 million by 2035, driven by a significant increase in the number of women entering motherhood and the growing awareness of maternal health. The demand for stylish and functional nursing bras is further bolstered by the rising trend of breastfeeding advocacy and support in the region. Additionally, the proliferation of e-commerce platforms has improved accessibility for mothers seeking a diverse range of options to cater to their specific needs. The CAGR for this region is projected to be around 7% during the forecast period, reflecting the growing consumer preference for high-quality nursing products.

Europe is poised to witness substantial growth in the underwire nursing bras market, projected to reach around USD 550 million by 2035. Factors contributing to this growth include a rise in maternal health initiatives and increased support for breastfeeding in public spaces. The diverse cultural attitudes towards breastfeeding across various countries within Europe also influence the demand for nursing bras that combine practicality with style. Countries such as the United Kingdom, Germany, and France are leading the market due to their strong retail infrastructure and consumer awareness of maternity products. As the market continues to evolve, manufacturers are expected to invest in innovative designs that resonate with the preferences of European mothers.

Opportunities

The underwire nursing bras market is ripe with opportunities, particularly as consumer preferences continue to evolve towards functional yet fashionable maternity wear. One of the most significant opportunities lies in the expansion of product lines that cater to diverse body shapes and sizes. Brands that prioritize inclusive sizing and customizable options are likely to attract a broader customer base, enhancing brand loyalty. Furthermore, the growing trend of sustainable and eco-friendly products presents an opportunity for manufacturers to innovate using organic and recycled materials. Consumers are increasingly seeking brands that align with their ethical values, making sustainability a key consideration for companies aiming to capture market share in the nursing bra sector. By focusing on these emerging trends, brands can establish themselves as leaders in this niche market.

Additionally, the rise of digital marketing and social media platforms offers a lucrative avenue for brands to engage with their target demographic more effectively. By leveraging influencer partnerships and targeted advertising campaigns, companies can build brand awareness and drive sales through online channels. Offering exclusive online collections and collaborations with popular maternity-centric influencers can also enhance visibility and appeal. Moreover, as more mothers prioritize health and comfort, there is an opportunity for brands to invest in research and development to create innovative designs that address common concerns such as support, ease of use, and style. Overall, the combination of evolving consumer preferences, digital marketing strategies, and innovative product development presents a myriad of opportunities for growth in the underwire nursing bras market.

Threats

The underwire nursing bras market faces several threats that could impede its growth trajectory. One of the primary challenges is the intense competition from alternative products, such as wireless nursing bras and bralettes that prioritize comfort over structure. As more mothers seek comfort during their breastfeeding journey, brands that offer softer, more flexible options may gain traction, potentially impacting sales of underwire nursing bras. Additionally, economic downturns or fluctuations in consumer spending can lead to reduced discretionary spending on lingerie, including nursing bras. This economic sensitivity can pose a threat to market growth, as consumers may opt for lower-priced or less frequently purchased items.

Furthermore, the influx of new entrants in the market can lead to oversaturation, making it difficult for established brands to maintain their market share. New brands often leverage social media and e-commerce to create niche markets, which can erode the customer base of traditional retailers. Additionally, regulatory challenges related to product safety and consumer protection can pose risks for manufacturers, especially those that rely on innovative materials or technologies. Ensuring compliance with industry standards can incur additional costs and complexities. To mitigate these threats, companies must remain vigilant, continuously monitor market trends, and adapt their strategies to stay relevant in a highly competitive landscape.

Competitor Outlook

• Bravado Designs
• Medela
• Cake Maternity
• Bamboobies
• Glamorise
• Hatch Collection
• Elomi
• Kindred Bravely
• Freya
• Bravissimo
• Motherhood Maternity
• Avocado Green Mattress
• Lindsey's Maternity
• PinkBlush Maternity
• Pea in the Pod

The competitive landscape of the underwire nursing bras market is characterized by the presence of both established brands and emerging players, each vying for market share through innovation and unique product offerings. Established brands such as Bravado Designs and Medela have built a strong reputation for high-quality maternity products, with a focus on comfort and functionality. These companies often leverage their expertise in maternal health to engage with consumers effectively and build brand loyalty. Moreover, many of these brands are expanding their product lines and exploring direct-to-consumer sales channels, allowing them to connect with customers on a more personal level.

Emerging brands like Kindred Bravely and Cake Maternity are gaining traction in the market by tapping into the growing demand for stylish and functional nursing bras. These companies prioritize design and aesthetics while ensuring that their products meet the specific needs of nursing mothers. By utilizing social media marketing and influencer partnerships, these brands create awareness and foster consumer engagement, making them formidable competitors in the underwire nursing bras segment. As they carve out their niche within the market, their focus on unique designs and customer experiences resonates strongly with modern mothers.

Furthermore, the market is witnessing an increasing trend towards sustainability, prompting brands to innovate using eco-friendly materials. Companies like Bamboobies and Avocado Green Mattress are capitalizing on this trend by offering products made from organic and recycled materials, appealing to environmentally conscious consumers. This commitment to sustainability not only differentiates them from competitors but also positions them favorably among a growing segment of consumers who prioritize ethical shopping. Overall, the competitive dynamics in the underwire nursing bras market are evolving rapidly, with innovation, sustainability, and consumer engagement serving as key drivers of success.