Maternity Innerwear Market Outlook On The Basis Of Type (Maternity/Nursing Bras, Camisoles, Shapewear, Maternity Briefs), By Distribution Channel (Online, Offline), By Region, And Segment Forecasts, 2023 - 2030

 

San Francisco, 30 April 2024: The Report Maternity Innerwear Market Size, Share & Trends Analysis Report By Type (Maternity/Nursing Bras, Camisoles, Shapewear, Maternity Briefs), By Distribution Channel (Online, Offline), By Region, And Segment Forecasts, 2023 - 2030

The global maternity innerwear market size is expected to reach USD 12.88 billion by 2030, according to a new report by Grand View Research, Inc. The market is projected to expand at a CAGR of 7.2% from 2023 to 2030. The growth is largely driven by factors such as the increasing participation of women in the global labor force and the growing inclination toward pregnancy fashion.

The opportunity to showcase brands on a larger platform can offer lucrative opportunities to players in the market. Influenced by social media, fashion blogs, magazines, film, and television, consumers today are demanding more from maternity innerwear brands, giving players scope for innovation and experimentation with designs, fabrics, and fit.

Growing fashion consciousness and increasing focus on personal appearance are encouraging expectant mothers to spend more on stylish and trendy maternity innerwear. Apparel brands have been capitalizing on these evolving trends to offer consumers on-trend yet comfortable innerwear while taking into consideration the best fabrics, as well as reconsidering the positioning of elastics, clasps and hooks, and tags that could be uncomfortable at various stages of pregnancy. For instance, Australian author Zoë Foster Blake has been known to wear designer labels like Active Truth and Bras N Things during her pregnancies.

Maternity briefs emerged as the largest segment and accounted for a revenue share of 30.36% in 2021. The segment is expected to continue its dominance during the forecast period. The nursing bras segment is expected to expand at the fastest CAGR of 8.1% from 2022 to 2030. These bras are more comfortable to wear than regular underwear and they are available in various styles to suit the varied requirements of expectant and new moms. Players in the maternity innerwear industry have been offering a range of maternity briefs in online as well as offline stores, which are fueling the demand for the segment.

The maternity innerwear industry is characterized by the presence of various well-established players such as Seraphine; Wacoal; and H & M Hennes & Mauritz AB, and several small- and medium-sized players such as Hatch Collection LLC; MamaCouture; Hotmilk Lingerie; Belabumbum; Fresh Venturz LLP; Clovia; and Triumph Holding AG. The market players face stiff competition as some of them are among the top manufacturers of maternity innerwear and have large customer bases.

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The increasing number of working women in the world, coupled with the growing inclination for pregnancy fashion, is foreseen to drive the growth of the industry in the forthcoming years. The constant launch of more convenient product varieties and the easy availability of these products through online retail channels are some key factors that positively affect the growth.

Maternity Innerwear Market Report Highlights

• The increasing number of women participating in the workforce and the growing inclination for pregnancy fashion are the factors foreseen to drive the growth of the market in the forthcoming years
• In 2022, Asia Pacific held the largest revenue share of 41.32%. The need for various types of maternity clothes is supplemented by the increasing spending power of the people, which is a key factor fueling the growth of the regional market
• The shapewear segment held a considerable revenue share in 2022. Shapewear is very popular among millennials and celebrities and has been gaining prominence in the maternity space as well
• The offline distribution segment held the largest revenue share of 69.73% in 2022. This purchasing mode offers a rich shopping experience and makes it easier for the consumers to understand the exact size and quality of the maternity innerwear

The outbreak of coronavirus has had a significant impact on the maternity innerwear market, both positively and negatively. One of the significant outcomes of this ongoing pandemic has been a reported rise in pregnancies in many parts of the world. The market has benefited from recent advances and innovative tactics. Competitors are improving their production capacities by incorporating technology into their manufacturing processes and purchasing raw materials.

Online-to-offline (O2O) platforms are also gaining traction in the industry. This model attracts customers in an online environment and compels them to make purchases in physical stores. One aspect of this channel is the ability to pay online and collect the product from an offline retail store.

The increasing growth of local commerce on the web is developing stronger links between online and offline retail. Additionally, many apparel brands are focusing on fashionable maternity innerwear collections and approaching online platforms to fulfill the evolving needs of pregnant women and drive revenue growth.

For instance, in February 2021, Hatch collection LLC launched a new maternity clothing line at Target, aiming at the mamas-to-be who are looking for stylish maternity clothes for under $40. The collection is available online and in select stores. The collection features 24 pieces with design details that accommodate growing bumps like elastic waistbands and stretchy, lightweight fabrics.

Maternity Innerwear Market Report Scope

Report Attribute	Details
The market size value in 2023	USD 7.97 billion
The revenue forecast in 2030	USD 12.88 billion
Growth Rate	CAGR of 7.2% from 2023 to 2030
Base year for estimation	2022
Historical data	2017 - 2021
Forecast period	2023 - 2030

Companies use social media to influence consumer buying habits. Every year in the first week of August, World Breastfeeding Week shines a spotlight on intimate apparel that caters to this industry. ThirdLove, True&Co., and Pour Moi, among others, use Instagram to sell their nursing bras and raise awareness regarding the event. In recent years, e-commerce sales of maternity innerwear have increased in China, with platforms like Dangdang, Vipshop, Amazon China, and Alibaba1688 (Alibaba's clothing business) encouraging easy access to products for consumers.

List of Key Players in the Maternity Innerwear Market

• Seraphine
• Wacoal
• H & M Hennes & Mauritz AB
• Hatch Collection LLC
• MamaCouture
• Hotmilk Lingerie
• Belabumbum
• Fresh Venturz LLP
• Clovia
• Triumph Holding AG