Maternity Clothing Market Size, Share, and Industry Analysis, By Product (Outerwear, Innerwear, and Nightwear), By Distribution Channel (Offline Stores and Online Stores/E-commerce), and Regional Forecast till 2032

The global maternity clothing market is witnessing significant expansion with a rise in health awareness and growing number of pregnant women. Maternity clothing refers to apparel designed specifically for pregnant women, providing style, comfort, and support as their body changes. These clothes usually feature adjustable and stretchy fabrics to accommodate growing bellies.  

The COVID-19 pandemic had a significant impact on the market worldwide. Manufacturing and shipping delays impacted the availability of maternity wear across countries owing to the shutdown of manufacturing facilities, transportation restrictions, and restrictions on import & export. Moreover, the lockdown imposed in 2020 led to the closure of all specialty stores, supermarkets, hypermarkets, and maternity wear stores, impacting the market growth.

Maternity Clothing Market Driver

Increasing Number of Pregnancy and Rising Health Awareness to Propel Market Growth

The rising number of pregnant women across various countries propels the market growth. According to the United Nations Children's Fund (UNICEF), a government agency of the United Nations, the number of babies born worldwide increased to 134,279,612 in 2023 from 133,990,599 in 2022. Moreover, the growing awareness among expecting mothers about the importance of maternity clothing on their health and its benefits, such as comfort & flexibility, drives the market growth. Additionally, maternity clothing helps alleviate common pregnancy discomforts, such as back pain, bloating, and swelling, boosting product demand.

Maternity Clothing Market Restraint

High Product Cost and Rising Availability of Counterfeit Products Prices to Limit Market Growth

Maternity clothing can be more expensive compared to regular apparel, as it typically requires specialized designs & fabric for comfort and flexibility, negatively affecting the product demand among budget-conscious consumers. Furthermore, the rising availability of counterfeit products from local players at low prices impacts the product sales of authentic products offered by established industry participants, hampering the market growth.

Maternity Clothing Market Opportunity

Growing Popularity of Activewear Products to Offer Lucrative Growth Opportunities

Expectant mothers increasingly seek comfortable clothing that can adapt to their changing bodies. Activewear usually provides stretch, flexibility, and support, making it a popular choice for maternity wear. Moreover, pregnant women are more inclined to engage in physical activities, such as yoga, walking, and light exercise, to stay healthy during pregnancy, boosting the demand for maternity activewear. Furthermore, several major international market players are focusing on launching maternity activewear clothes to diversify their portfolios. For instance, in August 2024, a U.S.-based athletic apparel & footwear company, launched its new wearable pumping sports bra for its maternity collection, the Nike (M) collection.

In December 2020, Adidas, a Germany-based athletic apparel & footwear company, launched its new maternity activewear collection, including maternity 7/8 tight and maternity tank.

Segmentation

Key Insights

The report covers the following key insights:

• Overview of the Global Clothing Market
• Supply Chain & Regulatory Analysis
• SWOT Analysis
• Porter's Five Forces Analysis
• Recent Industry Advancement

Analysis by Product

Based on product, the maternity clothing market is segmented into outerwear, innerwear, and nightwear.

The outerwear segment holds the largest market share due to wide product availability by prominent players and rising birth rates worldwide. Moreover, the growing popularity of stylish, comfortable outwear apparel and seasonal demand, such as maternity coats & jackets during winter, drives the segment growth. Furthermore, several key industry participants are launching maternity outerwear clothing for soon-to-be-mothers that are fashionable and functional, offering a comfortable and confident look. For instance, in February 2022, ZOLA, an India-based women's clothing company, launched its new traditional and ethnic maternity wear collection, including kurtis, lehenga sets, chikankari kurtis, and anarkali kurtis.

The innerwear segment is expected to grow considerably throughout the forecast period owing to the increasing demand for soft, breathable, and supportive maternity undergarments. Moreover, growing awareness about maternal health and the importance of suitable clothing during pregnancy is expected to propel market growth throughout the forecast period.

Analysis by Distribution Channel

Based on distribution Channel, the global maternity clothing market is bifurcated into offline stores and online stores/e-commerce.

The offline stores segment holds the largest share of the global market owing to the rising number of offline retail stores and pregnant women preferring to try the products before purchasing. Several key market players are launching new retail stores to expand their reach and strengthen their brand presence. For instance, in October 2024, Ed-a-Mamma, an India-based kids & maternity wear company, launched its first standalone store at Jio World Drive in Mumbai, India. According to the company, the new store would offer various products, including maternity wear, nursing wear, and infant wear.

Furthermore, the online stores/e-commerce segment is anticipated to witness significant growth over the forecast period owing to the allowing pregnant women to browse and purchase products at their convenience without needing to visit stores physically. Moreover, the increasing availability of attractive discounts across online stores and a wide variety of products with personalized recommendations is expected to drive the segment growth over the coming years.

Regional Analysis

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Based on region, the global market is classified into North America, Europe, South America, and the Middle East & Africa.

North America region led the market in 2023 owing to the presence of prominent market players offering a wide product range and an increasing number of pregnant women across the U.S. and Canada. Furthermore, various prominent industry participants are launching exclusive products to boost product sales. For instance, in May 2023, Destination Maternity, a U.S.-based maternity clothing company, launched its new spring range, including maternity intimate apparel & activewear products. According to the company, the new range is exclusively available at Walmart, a U.S.-based retail company.

Asia Pacific region is expected to grow significantly throughout the forecast period owing to the increasing number of pregnant women across India, China, Indonesia, and Japan, coupled with the presence of various international & local players offering diverse products. Moreover, several key local market participants are launching new maternity products to expand their portfolio across the region. For instance, in September 2022, Ed-a-Mamma, an India-based baby clothing company, launched its new maternity clothing line. According to the company, the new collection is made from natural and breathable fabrics such as cotton, linen, and viscose.

Key Players Covered

• Nike (U.S.)
• Ziva Maternity Wear (India)
• Seraphine (U.K.)
• H & M Group (Sweden)
• Destination Maternity (U.S.)
• Adidas (Germany)
• GAP Inc. (U.S.)
• ASOS (U.K.)
• Légoe Heritage (Australia)
• HATCH (U.S.)

Key Industry Developments

• In July 2021, MORI, a U.K.-based baby clothes brand, launched its first maternity clothing line, mama by MORI. According to the company, the new line features various products, including leggings, sweaters, pajamas, robes, and t-shirts.
• In September 2020, Nike, a U.S.-based athletic apparel & footwear company, launched its first maternity collection, including a pullover, a bra, a tank top, and a tight. According to the company, the new range is for women during all stages of pregnancy and beyond.