Maternity Innerwear Market Size, Share & Trends Analysis Report 2022 - 2030
Maternity Innerwear Industry Overview
The global maternity innerwear market size is expected to reach USD 12.88 billion by 2030, according to a new report by Grand View Research, Inc. The market is projected to expand at a CAGR of 7.2% from 2022 to 2030. The growth is largely driven by factors such as the increasing participation of women in the global labor force and the growing inclination toward pregnancy fashion.
The opportunity to showcase brands on a larger platform can offer lucrative opportunities to players in the market. Influenced by social media, fashion blogs, magazines, film, and television, consumers today are demanding more from maternity innerwear brands, giving players scope for innovation and experimentation with designs, fabrics, and fit.
Growing fashion consciousness and increasing focus on personal appearance are encouraging expectant mothers to spend more on stylish and trendy maternity innerwear. Apparel brands have been capitalizing on these evolving trends to offer consumers on-trend yet comfortable innerwear while taking into consideration the best fabrics, as well as reconsidering the positioning of elastics, clasps and hooks, and tags that could be uncomfortable at various stages of pregnancy. For instance, Australian author Zoë Foster Blake has been known to wear designer labels like Active Truth and Bras N Things during her pregnancies.
Maternity briefs emerged as the largest segment and accounted for a revenue share of 30.36% in 2021. The segment is expected to continue its dominance during the forecast period. The nursing bras segment is expected to expand at the fastest CAGR of 8.1% from 2022 to 2030. These bras are more comfortable to wear than regular underwear and they are available in various styles to suit the varied requirements of expectant and new moms. Players in the maternity innerwear industry have been offering a range of maternity briefs in online as well as offline stores, which are fueling the demand for the segment.
The maternity innerwear industry is characterized by the presence of various well-established players such as Seraphine; Wacoal; and H & M Hennes & Mauritz AB, and several small- and medium-sized players such as Hatch Collection LLC; MamaCouture; Hotmilk Lingerie; Belabumbum; Fresh Venturz LLP; Clovia; and Triumph Holding AG. The market players face stiff competition as some of them are among the top manufacturers of maternity innerwear and have large customer bases.
Maternity Innerwear Market Segmentation
Grand View Research has segmented the global maternity innerwear market based on type, distribution channel, and region:
Based on the Type Insights, the market is segmented into Maternity/Nursing Bras, Camisoles, Shapewear, and Maternity Briefs.
- Nursing bras and maternity briefs have become more popular as the number of working pregnant women and mothers has increased. These bras allow women to breastfeed without having to take off their bras. Some are also designed to allow you to use a breast pump while working from home or in the office.
- Shapewear is very popular among millennials and celebrities and has been gaining prominence in the maternity space as well. Shapewear can help mothers improve their posture and take some of the weight off as the pregnancy progresses. These are more comfortable to wear than regular underwear or tights and give a more seamless look.
Based on the Distribution Insights, the market is segmented into Online, and Offline.
- The online channel segment is expected to witness the fastest growth during the forecast period. The rise of the online category can be ascribed to technical improvements and the increasing importance given to online platforms for maternity innerwear, particularly by consumers looking for bargains.
- Customers are enticed to shop for maternity innerwear clothes online owing to the availability of a wide choice of international brands, big discounts, free shipping, and simple return policies. Online stores provide a vast selection of products at varying prices, making it easier to meet the needs of a wide range of clients, especially those on a budget.
Maternity Innerwear Regional Outlook
- North America
- Europe
- Asia Pacific
- Latin America
- Middle East & Africa (MEA)
Key Companies Profile & Market Share Insights
The market is characterized by the presence of several well-known players as well as a number of small- and medium-sized players. The usage of sustainable fabrics is growing and the chemical and physical properties of their constituent fibers, fiber content, physical and mechanical features of their constituent yarns, and finishing treatments all influence fabric behavior. As a result, prominent fiber manufacturers such as Nylstar, Invista, and Lenzing have introduced new fibers, including Meryl Skinlife, Tactel, and Tencel, for intimate apparel.
Due to the pandemic, online sales of all companies have increased, but for brands like Clovia, online sales have always had the majority share (75 percent online and 25 percent offline sales). Brands have broadened their e-commerce reach; for instance, H&M launched their wares throughout Southeast Asia on Zalora.
The impact of major players on the market is quite high as a majority of them are characterized by a global presence. Major players are making efforts to strengthen their presence across new regions in the global market through partnerships with established distributors:
- In June 2021, Seraphine announced its plans for an IPO. The company intends to list on the London Stock Exchange and raise a gross amount of USD 84.3 million (£61 million), which will help repay its term loan and other IPO expenses. The remaining gross primary proceeds of around USD 62.2 million will be used to repay the retailer's loan notes, which are held by some of the company's existing owners
- In December 2020, Seraphine was acquired by Mayfair Equity Partners in a deal valuing the company at USD 69.11 million. This acquisition was a management buyout
- In April 2020, Seraphine was awarded a second Queen's Award for Enterprise for International Trade
- In February 2021, Hatch launched a new maternity clothing line at Target aimed at mamas-to-be who are looking for stylish maternity clothes under $40. The collection is available in online and select stores and features 24 pieces with design details that accommodate growing bumps like elastic waistbands and stretchy, lightweight fabrics
- In April 2021, H&M launched the e-commerce platform Zalora in Southeast Asia. The collaboration will enable the brand to reach 400 million consumers across Malaysia, the Philippines, Singapore, and Indonesia
- In May 2020, H&M Group brands launched on new online markets. Brands, including COS, Weekday, Monki, & Other Stories, and ARKET, have expanded and made their collections available to nine additional markets across Europe
Some prominent players in the global maternity innerwear market include:
- Seraphine
- Wacoal
- H & M Hennes & Mauritz AB
- Hatch Collection LLC
- MamaCouture
- Hotmilk Lingerie
- Belabumbum
- Fresh Venturz LLP
- Clovia
- Triumph Holding AG
Order a free sample PDF of the Maternity Innerwear Market Intelligence Study, published by Grand View Research.
About Grand View Research
Grand View Research, U.S.-based market research and consulting company, provides syndicated as well as customized research reports and consulting services. Registered in California and headquartered in San Francisco, the company comprises over 425 analysts and consultants, adding more than 1200 market research reports to its vast database each year. These reports offer in-depth analysis on 46 industries across 25 major countries worldwide. With the help of an interactive market intelligence platform, Grand View Research Helps Fortune 500 companies and renowned academic institutes understand the global and regional business environment and gauge the opportunities that lie ahead.
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