The global Maternity Wear Market, valued at USD 22.2 billion in 2024, is projected to grow from USD 24.04 billion in 2025 to an impressive USD 45.5 billion by 2033, achieving a robust CAGR of 8.3% during the forecast period (2025-2033). This growth is fueled by evolving pregnancy fashion trends, increasing numbers of working pregnant women in developing regions, and the rapid expansion of e-commerce platforms, according to a comprehensive report by Straits Research.

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Key Growth Drivers

The demand for maternity wear is surging due to a shift in lifestyle preferences among expectant mothers, who prioritize comfort, style, and functionality. Maternity apparel, designed with flexible fabrics, elastic waistbands, and ample abdominal room, caters to the changing needs of pregnant women. The rise in women’s purchasing power, coupled with celebrity endorsements and social media influence from figures like Rihanna and Suki Waterhouse, has further propelled market growth. Brands such as Ingrid & Isabel, Blanqi, and Seraphine are capitalizing on the demand for fashionable maternity activewear, offering leggings, sports bras, and tops tailored for active pregnancies.

The e-commerce boom presents significant opportunities, with platforms like ASOS Maternity providing seamless shopping experiences and global reach. Online retail offers convenience, diverse selections, and virtual try-on features, making it a preferred channel for busy expectant mothers. Statista reports that global retail e-commerce revenues reached USD 5.8 trillion in 2023, with a projected 10.4% increase, underscoring the growing role of online platforms in maternity wear retail.

Market Challenges

Despite its growth, the market faces challenges due to the limited shelf life of maternity clothing, typically worn for only six to seven months. This short usage period poses inventory management issues for retailers, who must balance supply and demand to avoid excess stock. High-end maternity fashion also struggles with perceived value due to its brief wearability, pushing brands toward sustainable, timeless designs to address consumer concerns.

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Regional Insights

• North America leads the global maternity wear market, driven by fashion-conscious consumers, high disposable incomes, and a strong presence of key players like H&M Maternity and Liz Lange. The region is expected to grow at a CAGR of 8.4% over the forecast period.

• Asia-Pacific is the fastest-growing region, with a projected CAGR of 8.9%, fueled by rising populations, increasing disposable incomes, and Western cultural influences in countries like India and China.

• Europe holds a significant market share, with brands like JoJo Maman Bébé and Mamalicious catering to diverse consumer needs. The rental model is gaining traction to address reluctance to invest in short-term clothing.

• Middle East & Africa is emerging as a promising market, with luxury maternity wear gaining popularity in countries like the UAE and Saudi Arabia, driven by brands like Noon and Destination Maternity.

Market Segmentation

• By Product Type: Outerwear dominates, with demand for stylish coats, jackets, and sweaters. Innerwear, including maternity bras and camisoles, is also expected to grow due to increasing focus on comfort and postpartum functionality.

• By Distribution Channel: Store-based retail holds the largest share, offering personalized shopping experiences. Online retail is rapidly growing, driven by convenience and global accessibility.

Key Players

Leading companies in the maternity wear market include Maternity IP Holdings, Hennes & Mauritz AB (H&M), The Gap Inc., Mothercare Plc, Seraphine Ltd, and Nike Inc., among others. Recent developments, such as H&M Group’s collaboration with Vargas Holding to launch Syre for textile-to-textile recycled polyester in March 2024, highlight the industry’s focus on sustainability.

Opportunities Ahead

The rise of prenatal fitness and the growing influence of social media are creating new avenues for maternity activewear. E-commerce expansion continues to open doors for brands to reach global audiences, while sustainable and versatile designs address concerns about the short shelf life of maternity clothing.

For more details, access the full report scope and strategic insights at Straits Research.

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