Maternity Innerwear Market Introduction :
Consegic Business Intelligence analyzes that the Maternity Innerwear Market size is estimated to reach over USD 13,483.65 Million by 2032 from a value of USD 8,172.11 Million in 2024 and is projected to grow by USD 8,554.41 Million in 2025, growing at a CAGR of 6.50% from 2025 to 2032.
Maternity Innerwear Market Definition & Overview:
Maternity innerwear is specially designed and tailored undergarments for pregnant women and new mothers. These garments are created to accommodate the changing body shape and provide comfort, support, and functionality during pregnancy and post-pregnancy. Maternity underwear is designed to be versatile and adaptable to various stages of pregnancy and postpartum. Some styles can be worn both during pregnancy and while nursing offers convenience.
These products are designed with features such as adjustable straps, starchy fabric, nursing clasps, and extra support to meet the specific needs of pregnant women. Pregnant woman experiences significant changes in their bodies such as growing belly, breast enlargement, and others, which requires specialized clothing and inner garments. Maternity innerwear provides proper support to a growing belly, alleviates discomfort, reduces the risk of certain conditions, and enhances the overall well-being of pregnant women.
Maternity Innerwear Market Insights :
Maternity Innerwear Market Dynamics - (DRO) :
Key Drivers :
Increasing awareness of maternity innerwear among the working female population Fuels the Market Progress
Maternity innerwear is specially made from soft and premium quality fabrics to reduce the pressure on body parts such as the belly and pelvic muscles. Unlike other regular innerwear, these products are made of high levels of cotton to give a smoother and more breathable final product. Many working women across the globe need to continue their professional responsibilities before and after pregnancy. Maternity innerwear offers the comfort and support necessary to stay active and productive in the workplace, reducing discomfort and fatigue associated with pregnancy. This growing awareness of the importance of proper maternity innerwear for overall health and well-being is growing across the working women population worldwide. Thus, the significant growth in the working women population is driving the growth of the maternity innerwear market globally.
Growing attention to pregnancy fashion and personal appearance has increased the demand for maternity innerwear.
Modern pregnant women are increasingly looking for stylish clothing options that allow them to embrace their changing bodies. Maternity innerwear is designed specifically for pregnant women, it has a range of features that make it exceptionally comfortable and easy to wear during pregnancy. Another factor leading to the growing attention to pregnancy fashion and personal appearance in women is the increasing influence of social media. Social media platforms where social media influencers and celebrities often showcase their maternity looks, have played a significant role in driving the demand for stylish maternity innerwear. Women follow these influencers for inspiration and seek out the same or similar clothing items including maternity undergarments. Maternity outfit brands are responding by offering a wide range of designs, colors, and fabrics that align with contemporary fashion trends. This appeals to women who want to maintain their style throughout pregnancy. This, in turn, is driving the market growth.
Key Restraints :
The price sensitivity of maternity underwear with a limited consumer base is limiting the market growth
Maternity innerwear is often priced at a premium due to its specialized design and materials. This places a financial burden on expectant mothers, especially when pregnancy comes with additional expenses related to medical care, baby preparations, and other essentials. Maternity underwear can be more expensive than regular underwear because they are designed to provide support and comfort to pregnant women. They often include features such as adjustable straps and a wider waistband to accommodate a growing belly. Hence the high pricing of maternity innerwear makes it less accessible to a wide range of consumers. This limited accessibility means that a portion of the target market is unable to access or afford the product thus reducing the growth of the market.
Future Opportunities :
Increasing online retailing and e-commerce platforms is likely to create significant opportunities
The ease of online shopping has made purchasing of maternity innerwear more convenient for both working as well as non-working women to access a wide range of maternity innerwear options. This accessibility has contributed to the growth of the market as women can easily browse, compare, and purchase products from the comfort of their homes and offices. E-commerce platforms are also helping key market players increase the availability of their products on a global scale, list their products with a wide range of variety, and reach a wide customer base. The significant growth in online retailing and e-commerce platforms has opened a lucrative opportunity for the maternity innerwear market. For instance, according to the report by the European Union in February 2023, the online shopping trend is continuing to grow in the European Union region, with the proportion of e-shoppers growing from 55% in 2012 to 75% in 2022, an increase of 20 percentage points.
Maternity Innerwear Market Report Insights :
| Report Attributes | Report Details |
| Study Timeline | 2019-2032 |
| Market Size in 2032 | USD 13,483.65 Million |
| CAGR (2025-2032) | 6.5% |
| By Product Type | Maternity/Nursing Bras, Camisoles, Shapewear, Maternity Briefs, and Others |
| By Distribution Channel | Online and Offline |
| By Region | North America, Europe, Asia-Pacific, Latin America, and Middle East & Africa |
| Key Players | Wacoal, Mamacouture, Adore Me, CLOVIA, Triumph International (India) Pvt ltd., Mothercare IN Limited, IZZIE & OLLIE LTD, ASOS, Bodycare Creations Ltd., and Dreamex Wear Private Limited, H & M Hennes & Mauritz AB |
Maternity Innerwear Market Segmental Analysis :
Based on the Product Type :
The product type segment is categorized into maternity/nursing bras, camisoles, shapewear, maternity briefs, and others. In 2024, the maternity briefs segment accounted for the highest market share of 35.05% in the maternity innerwear market. Maternity briefs are designed with a higher rise and stretchy fabric to comfortably fit over the growing belly. This type of brief provides support and coverage while also accommodating the changing shape of the hips and buttocks. Maternity briefs have seamless construction to minimize irritation and provide a smooth and comfortable fit. Additionally, it helps to provide support and reduce pressure on the abdomen in pregnant women. contain an underbelly supportive belt and a non-binding waistband, which provides a stretchy space to accommodate the pregnancy bump. The rising demand for comfortable fitting wear and growing awareness of personal hygiene are driving the segment growth across the globe.
Furthermore, the maternity bras segment is expected to grow at the fastest CAGR in the market during the forecast period. Due to their features such as adjustable straps, nursing clips or drop-down-cups, and wider bands. The wide available options in different sizes and styles will further expand the revenue growth of the maternity innerwear industry during the forecast period.
Based on the Distribution Channel :
The distribution channel segment is categorized into online and offline. In 2024, the offline segment accounted for the highest market share in the overall maternity innerwear market. The growth of the segment is attributed to the wide reach of maternity innerwear through offline distribution channels such as supermarkets/hypermarkets, specialty stores, departmental stores, and others. Physical stores allow customers to touch, feel, try, and choose from various products. It also provides recommendations from sales staff and makes instant purchases. The high presence of this offline store and growing offline distribution channel worldwide is driving the segment growth. For instance, in January 2020, H&M Group signed a franchise agreement with Hola Moda S.A. to expand the distribution network of H&M Group's products in 15 countries across the Latin America region. Hence, owing to the above-mentioned factors, the growth of the offline segment of the maternity innerwear market globally.
However, the online segment is expected to grow at the fastest CAGR in the overall home appliances market. Online distribution channels provide the convenience of home delivery, easy purchasing, larger product categories, and the convenience of purchasing from anywhere across the globe. The rising consumer preference for e-commerce purchases worldwide is expected to drive the segment growth over the forecast period.
Based on the Region :
The regional segment includes North America, Europe, Asia Pacific, Middle East and Africa, and Latin America.
North America accounted for the highest market share at 37.60% valued at USD 2,710.76 Million in 2024 and is projected to grow by USD 2,832.15 Million in 2025. Moreover, it is estimated to reach over USD 4,370.05 Million by 2032. In North America, the U.S. accounted for the highest market share of 68.30% during the base year of 2024. High awareness of maternity fashion, increasing disposable income, and growing emphasis on comfort and style are the primary factors leading to the growth of maternity innerwear in the North America region. Furthermore, increasing consumer spending on apparel and services is driving the market growth. For instance, according to the report by the Bureau of Labor Statistics in September 2022, spending on apparel and services increased 22.3 percent in 2021.
Furthermore, Asia Pacific is expected to witness significant growth over the forecast period, growing at a CAGR of 6.8% during 2025-2032. Growing populations, rising disposable income, and changing lifestyles of consumers across the region are expected to provide lucrative growth opportunities for the maternity innerwear market across the region over the forecast period.
Top Key Players & Market Share Insights:
The maternity innerwear market is highly competitive, with several large players and numerous small and medium-sized enterprises. These companies have strong research and development capabilities and a strong presence in the market through their extensive product portfolios and distribution networks. The market is characterized by intense competition, with companies focusing on expanding their product offerings and increasing their market share through mergers, acquisitions, and partnerships. The key players in the market include-
- Wacoal
- Mamacouture
- Bodycare Creations Ltd.
- Dreamex Wear Private Limited
- H & M Hennes & Mauritz AB
- Adore Me
- CLOVIA
- Triumph International (India) Pvt ltd.
- Mothercare IN Limited
- IZZIE & OLLIE LTD
- ASOS
Recent Industry Developments :
- In July 2023, Fashion retailer H&M will launch stores and online trade in Brazil in 2025 to expand its business in the Latin America region.
- In May 2023, AllThingsBaby, a premium platform for mother and baby products, announced its first-ever Shop-in-Shop partnership with Mothercare India at the Palladium Mall in Mumbai.
Key Questions Answered in the Report
What was the market size of the maternity innerwear industry in 2024? +
In 2024, the market size of Maternity Innerwear was USD 8,172.11 million.
What will be the potential market valuation for the maternity innerwear industry by 2032? +
In 2032, the market size of maternity innerwear will be expected to reach USD 13,483.65 million.
What are the key factors driving the growth of the maternity innerwear market? +
Increasing awareness of maternity innerwear among the working female population is driving the market growth at the global level.
What is the dominating segment in the maternity innerwear market by product type? +
In 2024, the maternity briefs segment accounted for the highest market share of 35.05% in the overall maternity innerwear market.
Based on current market trends and future predictions, which geographical region is the dominating region in the maternity innerwear market? +
North America accounted for the highest market share in the overall maternity innerwear market.
