GVR Report cover Maternity Innerwear Market Size, Share & Trends Report

Maternity Innerwear Market Size, Share & Trends Analysis Report By Type (Maternity Briefs, Maternity/Nursing Bras, Camisoles), By Distribution Channel (Offline, Online), By Region, And Segment Forecasts, 2021 - 2028

  • Report ID: GVR-4-68039-241-1
  • Number of Pages: 84
  • Format: Electronic (PDF)

Report Overview                    

The global maternity innerwear market size was valued at USD 6.40 billion in 2020 and is expected to expand at a compound annual growth rate (CAGR) of 7.4% from 2021 to 2028. Because of the increased discretionary income, there is a growing desire to spend on comfortable maternity apparel and premium product varieties. The constant launch of more convenient product varieties and the easy availability of these products through online retail channels are some of the key factors positively affecting the market growth. 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. Market participants are also focusing on the development of lightweight fabrics and materials. For instance, Kim Kardashian West's Skims recently made waves with the announcement of its impending Maternity Solution wear range.

U.S. maternity innerwear market size, by type, 2018 - 2028 (USD Million)

Many apparel brands are focusing on fashionable maternity innerwear collections and approaching online platforms in order 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.

Companies are also using social media to influence buying habits of the consumers, like every year in the first week of August, World Breastfeeding Week shines a spotlight on intimate apparel that caters to this market. ThirdLove, True&Co., and Pour Moi, among others, used 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 to consumers.

Type Insights                                                                                                 

In terms of value, maternity briefs dominated the market with a share of 30.5% in 2020. Pregnant women need comfortable underwear that will offer them extra give and won't pinch and pressure them in all the wrong places as their bodies develop and shift in unexpected ways. Undies developed for your changing body can help them control discharge, keep them cool during hot flashes, and give them one less thing to yank on during this hard time, in addition to providing comfort and more wiggle space as they continue through your pregnancy adventure.

Nursing bras and maternity briefs have become more popular as the number of working pregnant women and mothers has increased. These bras allow women to breastfeed without having to take off their bras. Some are also designed to allow you to use a breast pump while working from home or in the office.

Distribution Channel Insights                                              

The offline channel segment led the market and held a share of 69.8% in 2020. There are many consumers that prefer to buy maternity innerwear products through offline stores as these stores have a variety of options available in terms of color, type, and material. The main advantage of an offline retail store is that consumers can touch and feel the product before making a purchase decision. Furthermore, there are on-field specialists who can suggest the right product for consumers based on their preferences and requirements. Consumers can easily understand the size and quality of the innerwear at such stores.

Global maternity innerwear market share, by distribution channel, 2020 (%)

The online channel segment is expected to witness the fastest growth over the forecast period. The rise of the online category can be ascribed to technical improvements and the increasing importance given to online platforms for maternity innerwear, particularly by consumers looking for bargains. The main target demographic for online platforms is customers who are comfortable purchasing things without physically inspecting them. To boost product sales and profit margins, most manufacturers have turned to the direct sales approach.

Customers are enticed to shop for maternity innerwear clothes online owing to the availability of a wide choice of international brands, big discounts, free shipping, and simple return policies. Online stores provide a vast selection of products at varying prices, making it easier to meet the needs of a wide range of clients, especially those on a budget.

Regional Insights                                                                                          

In 2020, Asia Pacific held the largest share of 41.3%. The need for various types of maternity clothes is supplemented by the increasing spending power of the people, which is a key factor expected to fuel the regional market growth in the forecast period. Consumers in China have a high level of trust in multinational brands and products. Western trademarks are synonymous with high quality and most importantly, safety. When it comes to pregnant women and their unborn children, Chinese customers are willing to pay a premium for high-quality goods and services. This means that multinational brands have a lot of room to grow in China's prenatal care sector.

The North American region is likely to hold a significant market share in the forthcoming years due to the presence of a large fashion-conscious female population in countries, such as the U.S. and Canada.

Key Companies & Market Share Insights        

The market for maternity innerwear has been characterized by the presence of several well-known players as well as several small- and medium-sized players. The usage of sustainable fabrics is growing and the chemical and physical properties of their constituent fibers, fiber content, physical and mechanical features of their constituent yarns, and finishing treatments all influence fabric behavior. As a result, prominent fiber manufacturers such as Nylstar, Invista, and Lenzing have introduced new fibers, including Meryl Skinlife, Tactel, and Tencel, for intimate apparel.

Due to the pandemic, online sales of all companies have increased, but for brands like Clovia, online sales have always had the majority share (75 percent online and 25 percent offline sales). Brands have broadened their e-commerce reach; for instance, H&M launched their wares throughout Southeast Asia on Zalora. Some prominent players in the global maternity innerwear market include:

  • Seraphine

  • Wacoal

  • H & M Hennes & Mauritz AB

  • Hatch Collection LLC

  • MamaCouture

  • Hotmilk Lingerie

  • Belabumbum

  • Fresh Venturz LLP

  • Clovia

  • Triumph Holding AG

Maternity Innerwear Market Report Scope 

Report Attribute


Market size value in 2021

USD 6.89 billion

Revenue forecast in 2028

USD 11.32 billion

Growth rate

CAGR of 7.4% from 2021 to 2028

Base year for estimation


Historical data

2016 - 2019

Forecast period

2021 - 2028

Quantitative units

Revenue in USD million/billion and CAGR from 2021 to 2028

Report coverage

Revenue forecast, company ranking, competitive landscape, growth factors, and trends

Segments covered

Type, distribution channel, region

Regional scope

North America; Europe; Asia Pacific; Central & South America; Middle East & Africa

Country scope

U.S.; U.K.; Germany; China; India; Brazil; South Africa

Key companies profiled

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

Customization scope

Free report customization (equivalent up to 8 analysts working days) with purchase. Addition or alteration to country, regional & segment scope.

Pricing and purchase options

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Segments Covered in the Report 

This report forecasts revenue growth at the global, regional, and country levels and provides an analysis of the latest industry trends and opportunities in each of the sub-segments from 2016 to 2028. For the purpose of this study, Grand View Research has segmented the global maternity innerwear market report on the basis of type, distribution channel, and region:

  • Type Outlook (Revenue, USD Million, 2016 - 2028)

    • Maternity/Nursing Bras

    • Camisoles

    • Shapewear

    • Maternity Briefs

  • Distribution Channel Outlook (Revenue, USD Million, 2016 - 2028)

    • Offline

    • Online

  • Regional Outlook (Revenue, USD Million, 2016 - 2028)

    • North America

      • U.S.

    • Europe

      • U.K.

      • Germany

    • Asia Pacific

      • China

      • India

    • Central & South America

      • Brazil

    • Middle East & Africa

      • South Africa

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