Maternity Innerwear Market Size, Share & Trends Report

Maternity Innerwear Market Size, Share & Trends Analysis Report By Type (Maternity Briefs, Maternity/Nursing Bras), Distribution Channel (Online, Offline), By Region (North America, Asia Pacific), And Segment Forecasts, 2020 - 2027

  • Published Date: Nov, 2020
  • Base Year for Estimate: 2019
  • Report ID: GVR-4-68039-241-1
  • Format: Electronic (PDF)
  • Historical Data: 2016 - 2018
  • Number of Pages: 80

Report Overview

The global maternity innerwear market size was valued at USD 6.44 billion in 2019 and is expected to grow at a compound annual growth rate (CAGR) of 4.6% from 2020 to 2027. Rising demand for convenient innerwear, improving female education levels, and increasing disposable incomes are prominent factors contributing to product demand worldwide. The earlier & relatively unorganized market has turned into an organized segment over the years, principally concentrated among internationally reputed brands and retail stores. From a marketing standpoint, millennial women are likely to be key target consumers for prospective brands in the foreseeable future. As is the case with most apparel categories, the COVID-19 pandemic has negatively impacted the maternity innerwear segment.

The U.S. maternity innerwear market size, by type, 2016 - 2027 (USD Billion)

While product sales through online platforms have remained significant, the offline segment has been severely impacted. With numerous countries implementing strict lockdowns, physical retail chains have been forced to halt offline operations. Maternity innerwear has made persistent inroads in emerging markets over the years.

Pampering oneself during motherhood continues to drive product demand, with many brands marketing their products as a luxury and a basic necessity. At a macro-level, smaller family sizes across countries have made pregnancy special for modern mothers. This factor creates a significant demand for products with innovative designs.

In terms of material, consumers prefer the latest fashions in linen, cotton, and relaxed elastics (latex-enmeshed fittings). Such trends encourage innovative/creative brands to enter the market. At the manufacturing front, using breathable and natural fabrics could help new companies gain a foothold in the industry.

Type Insights

The maternity briefs segment led the market and accounted for more than 30% share of the global revenue in 2019. Disposable briefs are gaining traction among consumers worldwide, given the rising need for personal hygiene. Disposable briefs offer a comfortable fit and are ideal for use during the first few days after delivery. The maternity nursing bras segment is expected to ascend at the fastest CAGR over the forecast period. These types of innerwear typically feature clasps on the straps to allow easy breastfeeding access. Wire-free bras, in particular, are gaining popularity worldwide owing to innovative designs.

Distribution Channel Insights

The offline segment led the market and accounted for more than 70% share of the global revenue in 2019. Consumers’ need to physically verify the product quality before making a purchase continues to encourage maternity innerwear manufacturers to set up physical retail stores across countries. Hypermarkets, departmental stores, and specialty stores are some of the biggest offline distribution platforms in the market.

Global maternity innerwear market share, by distribution channel, 2019 (%)

The online segment is likely to expand at the fastest CAGR over the forecast period. The online/e-commerce distribution platforms help brands aim for overseas expansion. The COVID-19 pandemic has further encouraged numerous brands to focus on online sales, which will support the segment growth. Moreover, apart from their own websites, many startups retail their products across e-commerce platforms, such as Amazon, FirstCry, Tata Cliq, and Myntra.

Regional Insights

North America emerged as the largest regional market in 2019 accounting for over 28% of the revenue share. The U.S. and Canada are among the biggest revenue generators in North America. With the average number of births at approximately 4 million a year, the U.S. has traditionally been a profitable market for manufacturers across all categories of maternity wear.

Asia Pacific is expected to ascend at the fastest CAGR from 2020 to 2027 on account of the increasing consumer disposable income and rising urban population in countries, such as China, Indonesia, and India. According to data published by the World Bank Group, GDP per capita in China reached USD 10,261.679 in 2019 from USD 4,550.454 in 2010. Such factors translate into lucrative business opportunities for maternity innerwear brands operating within Asia Pacific in the near term.

Key Companies & Market Share Insights

The market is characterized by intense competitive rivalry, with domestic and international players competing in terms of price and product innovation & quality. Prominent brands in the market are investing more in R&D to improve their product offerings. In this regard, industry leaders emphasize niche markets with an exclusive focus on product design, style, size, and fabric quality. Factors, such as pricing, inventory, product assortment, and store location, also decide the extent of brand popularity within the industry. Some of the key companies in the global maternity innerwear market are:

  • Seraphine

  • FirstCry

  • H&M

  • Triumph International

  • Wacoal

  • Mamacouture

  • Hotmilk Lingerie

  • Adore Me, Inc. (Belabumbum)

  • Fresh Venturz LLP


Maternity Innerwear Market Report Scope

Report Attribute


Market size value in 2020

USD 5.29 billion

Revenue forecast in 2027

USD 9.23 billion

Growth rate

CAGR of 4.6% from 2020 to 2027

Base year for estimation


Historical data

2016 - 2018

Forecast period

2020 - 2027

Quantitative units

Revenue in USD million/billion and CAGR from 2020 to 2027

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; FirstCry; H&M; Triumph International; Wacoal; Mamacouture; Hotmilk Lingerie; Adore Me, Inc. (Belabumbum); Fresh Venturz LLP; CLOVIA

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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 in each of the sub-segments from 2016 to 2027. 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 - 2027)

    • Maternity/Nursing Bras

    • Camisoles

    • Shapewear

    • Maternity Briefs

  • Distribution Channel Outlook (Revenue, USD Million, 2016 - 2027)

    • Online

    • Offline

  • Regional Outlook (Revenue, USD Million, 2016 - 2027)

    • 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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