Maternity Apparels Market

Maternity Apparels Market Analysis and Review by Product Type – Outerwear, Innerwear and Nightwear for 2021 – 2031

Maternity Apparels Market Snapshot

[300 Pages Report]  As per a recent market analysis by Future Market Insights (FMI), sales in the maternity apparel market are projected to increase by 5.8% year-over-year in 2021. Rising number of women professionals, who continue to work through their pregnancy, is driving demand for comfortable yet functional maternity wear.

As per FMI, the global maternity apparels market is poised to expand at a 6.7% CAGR, reaching a valuation of US$ 21.6 Bn in 2021. The improving men to women ration and higher awareness regarding availability of comfortable wear, fashioned exclusively for pregnant women, will aid the overall growth in the market.

Base year (2020) Market Value

US$ 20.4 Bn

Projected year (2021) Market Value

US$ 21.6 Bn

Projected year (2031) Market Value

US$ 41.3 Bn

CAGR% (2021-2031)


2016-2020 Maternity Apparels Market Outlook Compared to 2021-2031 Forecast

Increasing focus on pregnancy fashion and evolving fashion trends are expected to be key factors driving sales of maternity apparel across the globe. Considering this, FMI has forecast the maternity apparels market to expand at a 6.7% CAGR between 2021 and 2031 in comparison to the 3.5% CAGR registered during 2016-2020.

Previously, maternity clothes were worn to conceal the baby bump, regardless of the fit. Women have recently become more aware regarding how size of clothes complement their body type. Increasing fashion awareness among new mothers has resulted in high demand for office and casual outerwear. Even during pregnancy, modern mothers are self-conscious about their physical appearance.  There by, contributing to the growth of the market.

Growing influence of social media, celebrity endorsement, and presentation of fashion trends in magazines and television are compelling manufacturers to introduce new styles and design. In addition to this, brands are focusing on introducing maternity apparel suitable for various occasions. Apart from this, venue-specific fashion trends are gaining traction, which is expected to augment growth of the maternity apparels market in the forthcoming years.

Brands are increasing their efforts to expand their consumer base, whether it is through e-commerce sites, offering discounts, celebrity endorsements, or customization of fashion to suit individual needs. This is expected to continue driving sales of maternity apparels.

How are Improvements in Clothing Material Boosting Sales of Maternity Apparels?

Leading players operating in the maternity apparels market are investing in various research and development activities to launch unique products. Notable developments include the incorporation of stretchable materials such as elastane and spandex, introduction of natural, eco-friendly, and organic fabrics.

Besides this, development of innovative products in maternity wear for protecting mothers and their babies from harmful UV radiation are propelling sales of maternity apparels. These developments are indicative of lucrative growth prospects for key market players over the forecast period.

What is the Impact of the COVID-19 Crisis on the Maternity Apparels Market?

During the COVID-19 outbreak, maternity apparel sales tool a nosedive due to lockdown restrictions. Disrupted supply chain and suspension of production activities further dampened sales prospects of all types of clothing.

However, due to the COVID-19 impact, consumers are shifting towards online stores from physical stores buy clothes and accessories. Online platforms provid consumers with an opportunity to choose from a wide range of products with minimal physical contact. This trend is expected to continue over the forecast period.

Country-wise Insights

How are Maternity Apparels Sales Faring in the U.S.?

The U.S. is expected to account for over 79.2% of the North America market in 2021, finds FMI. Growth can be attributed to burgeoning number of pregnant working women in the country, strong presence of major brands and increasing demand for formal maternity wear.

Furthermore, increasing fashion consciousness among pregnant women is also expected to contribute to the growth of maternity apparels market in the U.S.

Why is Demand for Maternity Apparels Increasing in Australia?

Australia is expected to account for over 51.7% of the maternity apparels market share in Oceania through 2021. Growth is attributable to the rising influence of popular social media platforms such as Instagram, Facebook, and celebrity endorsements.

Increasing popularity of fashionable maternity apparels due to celebrity endorsements are expected to boost sales in the country. Many celebrities and bloggers are documenting their pregnancies through workout videos and social media posts to promote a particular brand of maternity wear. This is expected to fuel demand for maternity clothing in Australia over the forecast period.

How Will the maternity Apparels Market Expand Across India?

In 2021, India is projected to account for over 31.7% of the South Asia maternity apparels market. According to a report released by World Bank in 2018, in countries like India, the birth rate was higher than other countries. This is expected to continue spurring demand for maternity apparels in the country.

Furthermore, women have started accepting maternity wear not as a luxury, but as a basic need. Most women are working, and even if they are not, they want to maintain their style feel good in their clothes during pregnancy and after pregnancy. This factor is expected to propel demand for maternity wear in India over the forecast period.

Category-wise Insights

Why is Demand for Outerwear Increasing?

Based on product type, the outerwear segment is expected to account for a dominant share of 76.2% in the total maternity apparels market in 2021. Outerwear maternity apparel comprises a wide variety of clothing such as jeans, tops, tunics, and dresses available under various brands. For instance, through social media campaigns across the APAC region, First Cry's maternity segment provides affordable clothing for new mothers.

However, the nightwear category is expected to expand at a CAGR of 12.3% over the forecast period. Pajamas and nightgowns from brands such as Zara and Mom Store have been a popular choice among new moms and women who are telecommuting post-delivery. Moreover, increasing demand for nightwear can be attributed to easy mobility and a comfortable fit.

Which Price Range Holds Leading Share in the Maternity Apparels Market?

In terms of price range, the US$ 100 segment is expected to account for 60.3% of the total maternity apparels market share in 2021. As players in the market are offering a variety of products under this range which can be affordable by middle and low income earned women. 

Which Material is Most Preferred Among Consumers?

In terms of material type, cotton material is expected to hold  43.2% of the total maternity apparels market share in 2021. One of the most important benefits of cotton fabric is that it is breathable, which is very helpful during advance stages of pregnancy.

Sales of Maternity Apparels through Online Channels to Continue Rising

In terms of sales channels, multi-brand store-based retailing is still prominent, accounting for 29.3% total maternity apparels sales in 2021. Seasonal clearance and instant availability of apparels in stores have fueled growth of multi-brand stores over the years.

Further, online retail is expected to expand at the fastest CAGR of 14.5% from 2021 to 2031.  Availability of unique brands, latest trends and affordable prices with big discounts are key factors driving sales of maternity apparels through online channels.

Moreover, online retailing is highly convenient and is accompanied by appropriate payment methods. As a result, the influx of e-commerce platforms is expected to create lucrative opportunities for maternity apparel brands over the forecast period.

Competitive Landscape

Leading companies operating in the maternity apparels market are aiming at strategic collaborations and partnerships with other manufacturers to expand their product portfolio to address the demand of an expanding pool of consumers. For instance:

  • In Sep 2020, Nike launched its first-ever maternity active wear into the market. The Nike (M) collection, which retailed for $45 to $85 online, was released on September 17. It consists of four products that are tailored to the changing needs of women's bodies before, during, and after pregnancy.

Scope of Report



Forecast Period


Historical Data Available for


Market Analysis

USD Million for Value

Key Regions Covered

North America, Latin America, Europe, East Asia, South Asia, Oceania, and the Middle East & Africa

Key Countries Covered

US, Canada, Germany, U.K., France, Italy, Spain, Russia, China, Japan, South Korea, India, Thailand, Malaysia, Indonesia, Australia, New Zealand, GCC Countries, Turkey, Northern Africa, and South Africa

Key Segments Covered

Product Type, Material Type, Price Range, Sales Channel, and Region

Key Companies Profiled

Report Coverage

Market Forecast, Company Share Analysis, Competition Intelligence, DROT Analysis, Market Dynamics and Challenges, and Strategic Growth Initiatives

Customization & Pricing

Available upon Request

Key Questions Answered in the Report

  • How much is the maternity apparels market worth?

    In 2021, the maternity apparels market is expected to reach a valuation of over US$ 21.6 Bn.

  • What was the rate of growth for maternity apparels sales in the last 5 years?

    The maternity apparels market grew at a CAGR of 6.7% from 2016 to 2020.

  • What is the share of the top players in the maternity apparels market?

    H&M Hennes & Mauritz AB, Seraphine Ltd, The Gap Inc., are leading market players, cumulatively accounting for a 5%-6% of the total maternity apparels market share.

  • Which are the top countries driving demand for maternity apparels?

    The U.S., the U.K., Germany, India and China are top countries reflecting consistently high demand for maternity apparels.

  • Which countries are key producers of maternity apparels?

    China, the U.K., Turkey and the U.S. are the leading manufacturers of maternity apparels.

  • What is the North America maternity apparels market outlook?

    Sales of maternity apparel in North America are expected to  rise at a 5.3% CAGR through 2031.

  • How fast will the sales of maternity apparels grow in Europe?

    The Europe maternity apparels market is poised to expand at an impressive 4.2% CAGR over the assessment period.

  • What are the key statistics of the South Korea and Japan maternity apparels market?

    Japan and South Korea will account for 33.7% and 23.6% of the East Asia maternity apparels market in 2021 respectively.

Maternity Apparels Market by Category

By Product Type:

  • Outerwear
    • Tops
    • Tunics
    • Bottom
    • Dresses
    • Others
  • Innerwear
    • Lingerie
    • Camisoles
    • Others
  • Nightwear

By Material Type:

  • Cotton
  • Nylon
  • Polyester
  • Synthetic
  • Spandex
  • Others

By Price Range:

  • Below US$ 100
  • US$ 100 – US$ 200
  • US$ 200 and Above

By Sales Channel:

  • Wholesales/Distributors
  • Hypermarkets/Supermarkets
  • Speciality Stores
  • Multi-Brand Stores
  • Online Retailers
  • Other Sales Channel

By Region:

  • North America
  • Latin America
  • Europe
  • East Asia
  • South Asia
  • Oceania
  • Middle East and Africa (MEA)

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Maternity Apparels Market