The global maternity wear market size was valued at USD 18.3 billion in 2018 and is anticipated to expand at a CAGR of 4.3% from 2019 to 2025. The market growth is attributed to increasing focus on pregnancy fashion and growing pregnant working women population in developing and emerging countries.
Previously, maternity wear had been used to hide the baby bump, regardless of the fit. Recently, women have also become aware regarding the fitting of the clothes. Augmenting fashion consciousness among new mothers has led to the boost in demand for outerwear under both the casual and office wear categories. Most of these products include a layer of spandex or have elastane in fabric composition. Modern day mothers are highly conscious about their physical appearance even at the time of pregnancy. Hence, maternity wear is now highly differentiated based upon consumer preference and occasions.
Maternity wear is generally designed using a loose, suitable cut that includes elastic, tabs, stretchable fabric such as elastane, and spandex that allows the consumer extra-comfort in her gestating days. After pregnancy, many women also wear maternity clothes until they have lost the weight of pregnancy and can fit back into normal clothing. This is a major reason why the demand for such a segment is prominent for a mother even after her maternity term.
The outerwear category held a major share in the market and is expected to witness significant growth due to rising demand for formal wear among pregnant working women population across major cities in developed and emerging countries such as France, India, and Argentina. Companies such as Gap and H&M have a reserved section for maternity wear that provide t-shirts, camis, jeans, and sweatpants with the classic, clean lines for women of all sizes.
With emergence of online shopping sites and availability of easy delivery options, demand for maternity clothing is expected to witness significant growth over the forecast period. The online channel is projected to exhibit positive growth in this category over the forecast period owing to easy payment methods and rise in digitalization across different channels. For instance, e-commerce websites such as Myntra and Jabong provide consumers with a wide range of maternity wear products including intimate wear.
On the basis of products, the maternity wear market is categorized into outerwear, innerwear, and night wear. The outerwear category held the largest market share in 2018 owing to a wide variety of sub-segments such as tops, tunics, overalls, jeans, and dresses available under various brands. For instance, First Cry’s maternity segment provides affordable clothing for new mothers through social media campaigning across the APAC market.
Additionally, the innerwear segment in the maternity section has been growing substantially over the years as it caters to the needs of pregnant women undergoing several bodily changes during and also, after their pregnancy. Camisoles are a popular product under the innerwear category apart from lingerie. For instance, Marks and Spencer launched their Spring Collection 2019, catering to the demands of the millennial mothers across the globe.
The nightwear category is expected to expand at a CAGR of 4.5% over the forecast period. This segment growth is attributed to growing need for easy mobility and pleasant fit that such clothes with extra stretchable fabric provide. Spandex is commonly used in such apparels where size alteration is an issue. Clothing such as pajamas and night shirts from brands like Zara and Mom Store have been a popular choice amongst new moms and women who are telecommuting after a month or two of their deliveries.
In countries like France, U.S., and Ireland where the fashion consciousness among women is high, demand for formal and fashion wear is bound to increase in spite of the designation of the woman. Moreover, countries such as Brazil, India, and Saudi Arabia where the number of pregnant women is high, the market is projected to witness significant growth in the next few years.
Store-based channels such as supermarkets and hypermarkets and exclusive specialty stores held the largest share of 67.0% in 2018. A wide variety of brands and products are available in the store-based leading to a majority of purchases from here itself. Maternity apparels are a trending category under various brands such as Seraphine and Thyme Maternity across North America and hence, augmenting the growth of the overall market in this region.
Online stores and apps such as Myntra and Ebay are expected to expand at a CAGR of 4.9% during 2019 to 2025. Rise in the number of internet users, 24/7 availability, discounts and offers, and ease of access are the major factors driving the market sales through online channel. For instance, Asos provides a range of trendy and reasonable maternity clothing catering to the contemporary needs of new moms to be. In addition, it provides boutique brands such as Mamalicious and New Look Maternity. The idea behind this association is to feature its own in-house label with specialty-size collections for both petite and tall moms-to-be.
In terms of value, North America held the largest share of 28.6% in 2018 and is anticipated to witness significant growth over the forecast period. The growth is attributed to increasing celebrity influence over social media such as Instagram and Facebook, along with the presence of big labels such as Seraphine and Thyme Maternity operating exclusively to cater to the needs of pregnant women across this region. Hence, an increase in the demand for plus sizes in formal wear under the outerwear section is a major factor contributing to the market growth.
Growing popularity of fashionable maternity apparels due to Kate Middleton’s pregnancy is expected to boost the maternity sales, especially in European countries such as the U.K. and France. Additionally, many celebrities and bloggers such as Kayla Itsines are documenting their pregnancies through workout videos and posts via social media to market a specific brand of maternity wear.
Asia Pacific is expected to exhibit significant growth over the forecast period due to increasing spending by new mothers to be over their first pregnancy photo-shoots, accompanied by growing purchasing capacity of women in this region. The number of births per woman in developing countries such as India, China, and Argentina is comparatively higher than other countries as per the report by World Bank in 2018. This is anticipated to augment the demand for maternity clothing in these countries over the anticipated period.
Rising popularity of fashion clothing due to increased disposable income in Middle Eastern countries such as Dubai and Saudi Arabia is likely to increase the demand for maternity wear in this region over the forecast period. For instance, Noon and Destination Maternity are the two popular brands in UAE offering exclusive maternity apparel range as per the preference of women in the country.
The global market is moderately fragmented with the presence of major players such as Seraphine, Firstcry, Amoralia, Arcadia Group, Gap, Mothercare, and Isabella Oliver.Companies, apart from introducing new products, are increasingly launching their online sites to cater to the large customer base and provide convenient shopping experience. For instance, some of the popular online maternity wear stores are Maternity Old Navy, Stitch Fix, and Mom’s the World.
Base year for estimation
Actual estimates/Historical data
2015 - 2017
2019 - 2025
Revenue in USD Billion & CAGR from 2019 to 2025
North America, Europe, Asia Pacific, Central & South America, and Middle East & Africa
Revenue forecast, company share, competitive landscape, growth factors and trends
U.S., France, Ireland, India, China, Argentina, and Saudi Arabia
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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 2015 to 2025. For the purpose of this study, Grand View Research has segmented the global maternity wear market report on the basis of product, distribution channel, and region:
Product Outlook (Revenue, USD Billion, 2015 - 2025)
Distribution Channel Outlook (Revenue, USD Billion, 2015 - 2025)
Regional Outlook (Revenue, USD Billion, 2015 - 2025)
Central & South America
Middle East & Africa
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