Maternity Innerwear Market Share, Size, Trends, Industry Analysis Report, 2021 - 2029
Maternity Innerwear Market Share, Size, Trends, Industry Analysis Report, 2021 - 2029

Maternity Innerwear Market Share, Size, Trends, Industry Analysis Report, By Product (Maternity/Nursing Bras, Camisoles, Shapewear, Maternity Briefs), By Distribution Channel (Online, Offline), By Region; Segment Forecast, 2021 - 2029

  • Published Date:Dec-2021
  • Pages: 114
  • Format: PDF
  • Report ID: PM2132
  • Base Year: 2020
  • Historical Data: 2017 - 2019

Report Outlook

The global maternity innerwear market was valued at USD 6.52 billion in 2020 and is expected to grow at a CAGR of 7.7% during the forecast period. The rising demand for maternity innerwear owing to the growth of e-commerce trading is propelling the market growth for innerwear across the globe. In addition, integrating the technology into the manufacturing processes and purchasing superior raw materials is enhancing the production capacities may also attribute to the market demand. Moreover, rising spending on research & development activities for the most suitable product among consumer preference and increasing focus on the improvement of lightweight materials and fabrics are a few more factors complementing the maternity innerwear market growth.

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The world is fighting against the COVID-19 pandemic and trying to prevent the spread of deadly coronavirus. As a result, numerous governments regulate stringent lockdown across various regions, creating a crucial gap among supply chain and manufacturing units. Accordingly, it also negatively influences maternity innerwear's international import and export trading. Owing to this disruption, the chief exporter of apparel & clothing, such as China and India, could not actively participate in the trading activities with other nations.

To overcome this impact, organizations are restructuring their business policies, investing in meeting the gap between supply chain and manufacturing, and fulfilling the consumers' growing demand. Therefore, the innerwear demand is anticipated to rise due to increasing concerns regarding the proper care of pregnant women and infants. Hence, long-term market demand is influenced by the reorganization of the manufacturing industry and strategic developments by the leading players, which, in turn, attributes towards the market growth for maternity innerwear.

Maternity Innerwear Market 2030

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Industry Dynamics

Growth Drivers
The increasing number of companies' strategic developments and active participation in enhancing their product sales are likely to propel market growth. Numerous enterprises are selecting social media to manipulate purchasing habits of the end-users, such as every year in the first week of August; World Breastfeeding Week is celebrated that reflected the spotlight on intimate wear, which fuels the innerwear market demand. Companies like Pour Moi, True & Co., and ThirdLove are opting for Instagram to trade their nursing bras and increase awareness among the population about this event.

For instance, In Aug 2021, Motherhood Maternity celebrated "National Breastfeeding Month" via "You Do You, Mama," reverence mothers and all types of feeding individual infants. The main focus of the campaign is to convey inspiring content and appealing activities for the Motherhood community to contribute to during the month. The video campaign took place by collaborating with Tongal.

Therefore, these types of campaigns by the leading companies gain huge traction among the population, which positively influences the company's growth globally. Besides, the online trading sales of maternity innerwear are rising worldwide, with platforms like Zivame, Vipshop, Amazon, and Alibaba1688 (Alibaba's clothing business) promoting easy access for products by the customers. Hence, these factors may accelerate the demand for maternity innerwear, fueling the maternity innerwear market growth over the forecast period.

Report Segmentation

The market is primarily segmented on the basis of product, distribution channel, and region.

By Product

By Distribution Channel

By Region

  • Maternity/Nursing Bras
  • Camisoles
  • Shapewear
  • Maternity Briefs
  • Online
  • Offline
  • North America (U.S., Canada)
  • Europe (France, Germany, UK, Italy, Spain, Netherlands, Austria)
  • Asia Pacific (Japan, China, India, Malaysia, Indonesia. South Korea)
  • Latin America (Brazil, Mexico, Argentina)
  • Middle East & Africa (Saudi Arabia, UAE, Israel, South Africa)

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Insight by Type

The maternity briefs segment is the leading segment in terms of revenue generation in the year 2020 and is expected to dominate the market in approaching years. Increasing market demand for comfortable innerwear, particularly by pregnant women for not putting pressure and pinch across the in-correct places as their bodies grow and change in unexpected ways. The maternity briefs help support the lower part of the body, including the hips, legs, and buttocks. Furthermore, the growing adoption of disposable maternity briefs is specially designed for hygiene and strength. Numerous are come up with soft elastic around the waist and leg to ensure more mothers' comfort. Thus, these various benefits of the segment may attribute to innerwear market growth globally.

The maternity/nursing bras segment is estimated to show substantial growth over the forecast period. These bras are gaining massive traction among the large group of working pregnant women. This facilitates mothers to breastfeed their children without taking off their bras, as well as several are designed to assist in breast pumps while working from the office or at home. Moreover, these bras take up pelvic weight and reduce stress on the upper body part of pregnant women. Hence, these factors exhibit innerwear segment growth in the near future.

Insight by Distribution Channel

The offline channel segment accounted for the largest revenue generator by holding the highest shares in the global market in 2020. A large group of the population prefers purchasing maternity innerwear products by offline channel of distribution as these stores offer a wide range of options presented in terms of material type and color.

The primary benefit of the offline retail store is that end-users can physically inspect the products and makes their suitable decision before purchasing the goods. Besides, on-field skilled professionals are available who can recommend the most appropriate product for consumers based on their choices and needs. Consequently, end-users can easily comprehend the size and quality of the innerwear at offline shops. Therefore, these various advantages of the offline distribution channel may create lucrative segment growth worldwide.

The online channel segment for innerwear is expected to show the highest CAGR in the near future due to factors like a growing number of technological advancements and the increasing popularity of maternity underwear online delivery, especially for those end-users looking for cost-effective deals and discounts. The various benefits of online shopping are convenience, easy availability, consumer feedbacks, easy mode of payment, etc. are gaining a considerable consumer base globally, which supports the segment growth.

Additionally, various companies directly perform their product selling activities on online platforms to boost their product sales and profit margins. Moreover, the availability of a wide range of international brands, simple return policies, free shipping, and significant discounts and offers entice a large group of consumers to shop for maternity innerwear clothes online. Hence, these factors positively influence the market growth in the upcoming years.

Geographic Overview

Geographically, the Asia Pacific innerwear industry is expected to account for over 41.8% in 2021 and is likely to continue its dominance over the forecast period. The demand for a wide range of maternity clothes is increasing, and growing disposable income across regions is boosting the market demand for maternity innerwear. Besides, increasing birth rates and several western brands are more identical with safe and premium quality products, which also reflect the positive growth of the market development. Furthermore, the rising number of pregnancy photoshoots also accelerates and gains massive responsiveness for the products by the pregnant mother. Therefore, these factors create a productive demand for maternity innerwear in the Asia Pacific.

Moreover, North America market is expected to account for a significant share in 2021. Owing to the factors such as the existence of a large number of fashion-conscious female populations, mainly in the regions like Canada and the U.S., this, in turn, leads to innerwear market growth. Moreover, the increasing influence of celebrities, social media platforms, and rising disposable income also catalyzes the regional innerwear market demand. Accordingly, these factors are driving the market growth for maternity innerwear across North America in the forthcoming period.

Competitive Landscape

Some of the major players operating in the global market for maternity innerwear include Seraphine, Triumph Holding AG, Wacoal, Fresh Venturz LLP, H & M Hennes & Mauritz AB, Clovia, MamaCouture, Hatch Collection LLC, Belabumbum, and Hotmilk Lingerie.

Maternity Innerwear Market Report Scope

Report Attributes


Market size value in 2020

USD 6.52 billion

Revenue forecast in 2029

USD 11.91 billion


7.7% from 2021 - 2029

Base year


Historical data

2017 - 2019

Forecast period

2021 - 2029

Quantitative units

Revenue in USD million/billion and CAGR from 2021 to 2029

Segments covered

By Product, By Distribution Channel, By Region

Regional scope

North America, Europe, Asia Pacific, Latin America, Middle East & Africa

Key companies

Seraphine, Triumph Holding AG, Wacoal, Fresh Venturz LLP, H & M Hennes & Mauritz AB, Clovia, MamaCouture, Hatch Collection LLC, Belabumbum, and Hotmilk Lingerie.