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Global Maternity Wear Market Size & Share, 2025 | Industry Report

Maternity Wear Market Analysis Report By Product, By Distribution Channel, By Region And Segment Forecasts From 2019 To 2025

Report ID: MN17613221  |  Published: April 2020  |  No of Pages: 80
Format: Electronic (PDF)  |  Industry: Consumer Goods  |  Publisher: Grand View Research

Industry Insights

The global maternity wear market size was accounted for USD 18.3 billion, in 2018. It is estimated to grow significantly, at a CAGR of 4.3% over the forecast period, 2019 to 2025. Increasing consciousness for pregnancy fashion and rising number of pregnant women among working population in developing nations are the factors expected to drive the demand for the product over the forecast period.

Earlier, the use of maternity wear was just for hiding baby bump without considering its fitting. Nowadays, women are highly conscious about the fitting of the clothes they wear. Fashion consciousness is increasing amongst the modern mothers. This factor is expected to drive the demand for the outerwear segment during the forecast period. Furthermore, the fabric used to design maternity wear is composed of elastane or it has layers of spandex. Modern women are sensible about their appearance even when they are pregnant. Therefore, there is high growth estimated for the global market from 2019 to 2025.

U.S. maternity wear market size

Designers of such products are trying to design the clothes that provide extra-comfort to the mothers during their gestation period, thus, maternity wear has loose fitting and is designed using fabrics such as spandex and elastane. Moreover, women use maternity wear even after pregnancy because they have gained a lot of weight. This factor is expected to further boost the demand for this product.

The outerwear segment accounted for the largest market share and is anticipated to grow significantly from 2019 to 2025. Major reason behind the growth is increasing demand for office wear category among pregnant women in working population across different regions and developing countries like India, Argentina, and France. Leading companies like H&M and GAP are into maternity wear section that offers camis, t-shirts, sweatpants, and jeans with all sizes.

Online retail channels are expected to grow positively owing to wide range of products, easy delivery options, easy payment methods, and penetration of e-commerce across the globe. For example, online retailers such as Jabong and Myntra offer a variety of maternity wear and intimate wear to their consumers.

Product Insights

Maternity wear market is further segmented into nightwear, innerwear and outerwear, based on the products. In 2018, the outerwear segment dominated the market as it consists multiple brands that offer variety of clothes such as tunics, jeans, tops, dresses, and overalls. For example, First Cry is one of the leading companies in this industry that offers maternity wear at affordable prices by running various digital campaigns across different social media platforms. 

Moreover, the innerwear segment has witnessed a significant growth owing to its need during and after pregnancy to cater to certain bodily changes. Along with lingerie, camisoles are one of the popular products under the innerwear segment. For example, in 2019, Marks and Spencer introduced their Spring Collection of lingerie, fulfilling the demands of thousands of mothers across the world. 

The nightwear segment is projected to grow at a CAGR of 4.5% from 2019 to 2025 owing to the need for clothes that provide extra-comfort and pleasant fit at nighttime for pregnant women. These clothes are designed with soft and stretchable fabric such as spandex and elastane. Moreover, size alternation is a prime issue during and after pregnancy. Therefore, nightwear is designed using spandex to overcome this issue. For instance, modern mothers who need to rejoin their work 2-3 months after their delivery, are highly preferring night shirts and pajamas from leading brands like Mom store and Zara.  

Distribution Channel Insights

In 2018, the store-based segment of distribution channel accounted for the largest market share of 67.0%. The store-based channel includes exclusive specialty stores and hypermarkets & supermarkets. Consumers prefer this channel for shopping because a broad range of products of various brands are easily available. This factor influences the purchase decision of consumers, thereby, expected to boost the growth of the segment.

Global maternity wear market share

Online distribution channel segment is projected to grow at a CAGR of 4.9% over the forecast period. This channel includes online retail stores and mobile applications such as Ebay and Myntra. Increasing penetration of internet in developing nations, attractive offers & discounts, easier accessibility, ease of payment, and 24/7 availability are the prime factors proliferating the growth of online channels. For example, Asos offers a variety of fashionable and affordable maternity wear for modern moms to fulfill their requirements. Moreover, it offers exclusive designer brands like New Look Maternity and Mamalicious with an intention to provide specialty-size collection for short and tall mothers-to-be.

Regional Insights

In 2018, North America accounted for the largest revenue share of 28.6% and the regional market is projected to grow significantly from 2019 to 2025 owing to rising influence of celebrities over different social media platforms like Facebook and Instagram. In addition, presence of leading brands such as Thyme Maternity and Seraphine that caters to the requirements of pregnant women is expected to drive the growth of regional market. Moreover, high demand for formal wear category under outerwear segment is anticipated to grow in this region over the forecast period owing to increasing number of pregnant working women.

Women in Europe were highly influenced by fashionable maternity clothing worn by Kate Middleton during her pregnancy. This factor is expected to drive the sales of maternity wear in countries like France and U.K.

Asia Pacific is anticipated to be the potential market for maternity wear owing to rise in spending of new moms-to-be on pregnancy photo shoots along with increase in the buying power of women in developing countries like China and India. According to a report released by World Bank in 2018, in countries like China, Argentina, and India, the birth rate is higher than other countries. This factor is expected to proliferate regional demand for maternity wear over the forecast period.

Increasing fashion consciousness among pregnant women and rising disposable income, are some of the factors expected to drive the demand for maternity wear in countries like Saudi Arabia and Dubai from 2019 to 2025. For example, Destination Maternity and Noon are some of the famous brands in United Arab Emirates that provide exclusive range of maternity clothing. 

Maternity Wear Market Share Insights

Key players in this industry include Amoralia, Firstcry, Seraphine, Arcadia Group, Mothercare, Isabella Oliver, H&M, Asos and Gap. The leading companies are focusing on product innovations and launching their products on various online retail platforms to serve the vast consumer base across the globe. For example, Mom’s the World, Maternity Old Navy, and Stitch Fix are some of the popular online retail stores exclusively for maternity wear.

Report Scope



Base year for estimation


Actual estimates/Historical data

2015 - 2017

Forecast period

2019 - 2025

Market representation

Revenue in USD Billion & CAGR from 2019 to 2025

Regional scope

North America, Europe, Asia Pacific, Central & South America, and Middle East & Africa

Report coverage      

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

Country scope

U.S., France, Ireland, India, China, Argentina, and Saudi Arabia

15% free customization scope (equivalent to 5 analysts working days)

If you need specific information, which is not currently within the scope of the report, we will provide it to you as Argentina part of customization

Segments Covered in the Report

This report forecasts revenue growth at global, regional, and country levels and provides an analysis of latest industry trends in each of the sub-segments from 2015 to 2025. For the purpose of this study, Million Insights has segmented the global maternity wear market report based on product, distribution channel and region:

• Product Outlook (Revenue, USD Billion, 2015 - 2025)
    • Outerwear
    • Innerwear
    • Nightwear

• Distribution Channel Outlook (Revenue, USD Billion, 2015 - 2025)
    • Store-based
    • Online

• Regional Outlook (Revenue, USD Billion, 2015 - 2025)
    • North America
        • U.S.
    • Europe
        • Ireland
        • France
    • Asia Pacific
        • India
        • China
    • Central & South America
        • Argentina
    • Middle East & Africa
        • Saudi Arabia

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