Maternity Intimate Wear Market Analysis Europe, North America, APAC, South America, Middle East and Africa - US, China, India, Germany, UK - Size and Forecast 2024-2028

Maternity Intimate Wear Market Forecast 2024-2028

• The global maternity intimate wear market size is estimated to grow by USD 404.54 million between  2023 and 2028
• The market is accelerating at a compound annual growth rate of 3.61%.

The market trends and analysis report extensively explore the factors driving market growth, particularly the rising demand for maternity intimate wear in emerging markets. There is also a notable trend toward the customization of maternity intimate products. However, the market's advancement is hampered by the limited lifecycle of maternity intimate wear. These dynamics collectively shape the market landscape, emphasizing both the opportunities and challenges in meeting the evolving demands of maternity wear consumers.

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Key Major Companies

Companies are implementing various market growth and forecasting strategies by analyzing factors such as strategic alliances, partnerships, mergers and acquisitions, geographical expansion, and product or service launches to enhance their presence in the market.

Anita Dr - The company offers maternity intimate wear such as Babybelt microfibre deep sand, Essential hipster briefs desert, and Rebelt panty after pregnancy desert.

The market report also includes detailed analyses of the competitive landscape of the market and information about 15 market companies, including Helbig GmbH, BLANQI, Boob Design AB, Bravado Designs Europe, Cache Coeur, Cake Maternity, Hennes and Mauritz AB, Hotmilk Lingerie, Kindred Bravely, La Lingerie, MAJAMAS EARTH, Mamsy, Maternity IP Holdings, Nine and Co. BV, Reitmans Canada Ltd, Ripe Maternity, Seraphine Ltd., The Dairy Fairy Inc, Victorias Secret and Co., and Yummy Maternity.

Qualitative and quantitative analysis of market growth and trends of companies has been conducted to help clients understand the wider business environment as well as the strengths and weaknesses of key market players. Data is qualitatively analyzed to categorize companies as pure play, category-focused, industry-focused, and diversified. Furthermore, market growth and forecasting it is also quantitatively analyzed to categorize companies as dominant, leading, strong, tentative, and weak.

Market Dynamics

The market is driven by a surge in expectant mothers seeking comfortable and stylish clothing options. The industry is adapting to diverse body types and styles, witnessing innovations in design and functionality. E-commerce platforms play a crucial role, offering specialized garments with sustainable and eco-friendly practices. Social media acts as a catalyst, influencing changing societal norms and supporting policies. Challenges include the limited lifecycle of motherhood wear and the need for more supportive policies. Rental companies and options for non-maternity clothing contribute to evolving pregnancy fashion trends among working women. Our researchers analyzed the market research and growth data with 2023  as the base year, along with the key market growth analysis, trends, and challenges. A holistic analysis of drivers, trends, and challenges will help companies refine their marketing strategies to gain a competitive advantage. 

Key Market Drivers

Growing demand for maternity intimate wear from emerging markets is notably driving market growth. The demand for maternity intimate wear is rising, especially in developing countries such as India and China, owing to increasing awareness about the importance of using motherhood intimate wear and growing disposable income. The high number of fashion-conscious customers and the wide availability of products are increasing the demand for intimate wear across the world. Several intimate wear products are meant to adapt to changing postpartum bodies. Prenatal wear products such as support bras and briefs and postnatal wear products such as nursing bras, sleep bras, and nursing pads are available with zippers and double panels on both sides for nursing.

However, the use of such products ensures convenience for pregnant and nursing women. Consciousness about physical appearance in countries such as India and China has increased the demand for a variety of nursing wear products, such as bras, shapewear, nursing pads, and comfortable underwear. The focus on appearance and brand consciousness has increased the demand for international and domestic intimate wear in different countries. All these factors, including the maternity apparel industry, birth rates, expectant mothers, comfortable and stylish clothing options, specialized garments, and other trends, are expected to drive the growth of the market during the forecast period.

Significant Market Trends

Customization of maternity intimate products is an emerging trend shaping market growth. Nowadays, women prefer customized wear products based on their needs. In addition to catering to various needs, customization of products tends to increase customer loyalty. In the current scenario, brands are aware that personalization and customization create value for customers. Customization contributes to an increase in sales and keeps customers satisfied. This promotes customer loyalty and word-of-mouth recommendations, which, in turn, increases the revenue and profit margins for manufacturers. Also, it aids in gathering better customer insights in terms of consumer trends and buying habits. 

Furthermore, the increasing trend of motherhood photoshoots is increasing the need for customization or personalization of motherhood clothing, including intimate wear, which increases the sales volume. Also, personalized, intimate wear offers greater comfort to mothers owing to the good fit and choice of material, according to the user's requirements. This, in turn, is expected to drive the growth of the market during the forecast period.

Major Market Challenges

The limited lifecycle of maternity intimate wear is a significant challenge hindering the market growth. As the duration of pregnancy spans nine months, followed by a postnatal period of a few weeks, expecting mothers use such wear only for a few months. Therefore, intimate wear such as inner garments and support apparel like shapewear that is sold by established brands are quite expensive as they are specifically used by women only during their pregnancy and for postpartum support. 

Moreover, price-sensitive customers find it difficult to purchase wear such as shapewear and support apparel such as belly bands and support belts as they perceive them as lifestyle products. Furthermore, due to the limited period during which maternity intimate wear can be used, customers consider the high expenditure on them as an unjustified investment. Therefore, customers do not find it worth buying premium maternity intimate wear during pregnancy, which might prove to be a price challenge and limit the market during the forecast period.

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Market Segmentation And Region

The market is evolving rapidly to meet the diverse needs of expectant mothers in the maternity apparel industry. With shifting birth rates and increasing demands for comfortable and stylish clothing options, manufacturers are focusing on creating specialized garments that cater to diverse body types and styles. Leveraging advancements in fabric technology, the industry is incorporating sustainable and eco-friendly practices to appeal to environmentally conscious consumers. Moreover, the rise of e-commerce platforms and the influence of social media have expanded access to pregnancy fashion, allowing working women to explore a wide range of options conveniently. Additionally, the introduction of rental companies offering maternity and non-maternity clothing rental options provides flexibility and affordability for expectant mothers. With innovation in design and functionality and supportive policies and initiatives, the market continues to adapt to changing societal norms and empower expectant mothers with fashionable and comfortable attire.

By Distribution Channel Analysis

The offline segment is estimated to witness significant growth during the forecast period. Offline stores allow customers to see the products in person and assess quality. They also provide the required product information from retailers. Retail stores enable customers to purchase products immediately. The offline segment was the largest and was valued at USD 1.52 billion in 2018. Despite holding a major share of the market, the offline segment is estimated to grow slowly, owing to the popularity of online stores. As some vendors are small or moderate in size, their geographic reach is limited to the country of their operations. Hence, their offline distribution network is limited to specific geographies, which reduces their pool of target customers. Therefore, vendors are trying to increase their market share by operating primarily through online stores and their websites. The wide presence and popularity of these stores are expected to increase the sales. These retail outlets often employ sales professionals who can explain the products and the advantages of different fabrics, which is expected to increase sales. Therefore, the segment is expected to grow during the forecast period.

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By Product Analysis

Based on the product, the market has been segmented into bras, panties and others. The bras?segment will account for the largest share of this segment.?  

Regional Analysis

North America is estimated to contribute 30% during the forecast period.

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Technavio's analysts have provided extensive insight into the market forecasting, detailing the regional trends and drivers influencing the market's trajectory throughout the forecast period. In 2023, Europe held the largest share of the market, owing to the presence of multiple vendors that had access to various distribution channels. Despite small vendors lacking access to well-defined distribution networks, the rising penetration of the Internet and e-commerce websites is increasing sales. The popularity is increasing in the region because of the advertisements placed by vendors on social networking platforms. Besides, the online sales of maternity intimate wear are also increasing in the region, owing to the availability of an extensive range of brands, easy delivery, and the convenience of online shopping.

In addition, the demand is increasing in Europe, owing to the rising number of pregnant working women and awareness about the availability of fashionable maternity apparel. The demand is mainly generated from developed countries, such as the UK, Germany, and France, owing to high disposable income and a significant number of fashion-conscious people. The celebrity endorsement of brands, such as Seraphine, also drives the growth of the market. Such endorsements attract fashion-conscious customers. All these factors are expected to increase sales in the region, which is expected to drive the growth of the market during the forecast period.

Market Analyst Overview 

The market is characterized by a wide range of options catering to the unique needs of expectant mothers. With a focus on the market, manufacturers are utilizing flexible fabrics and elastic waistbands to provide abdominal room and comfort during pregnancy. Women's changing lifestyles and the influence of celebrity endorsements like Suki Waterhouse are driving demand for maternal activewear, including leggings, sports bras, and tops designed for prenatal fitness. Online platforms like ASOS Maternity and Destination Maternity offer various apparel categories, from dresses to outerwear and special occasion attire.

Additionally, in the market, options include pregnant bras, camisoles, and maternity briefs tailored to changing body shapes. Manufacturers prioritize soft, stretchable fabrics, adjustable straps, and seamless construction, with an emphasis on sustainability through organic and biodegradable materials. Online retail channels with virtual fitting tools enhance the shopping experience, while franchised stores and shopping malls provide convenient access. Ultimately, the market aims to promote maternal health and well-being while minimizing waste generation through eco-friendly practices like plant-based fibers and disposable maternity underwear.

Further, expectant mothers seek comfort and style, with options like maternity coats, jackets, sweaters, and vests for various occasions. Retail options range from store-based retail to online-to-offline (O2O) platforms, offering convenient access to bras with extra padding and size guides for postpartum periods. Eco-friendly alternatives like biodegradable and compostable materials aim to reduce landfill waste. Specialist offerings include specialist sportswear solutions for active mothers, ensuring they have suitable attire throughout pregnancy.

Market Scope
Report Coverage	Details
Page number	120
Base year	2023
Forecast period	2024-2028
Growth momentum & CAGR	Accelerate at a CAGR of 3.61%
Market Growth 2024-2028	USD 404.54 million
Market structure	Fragmented
YoY growth (%)	3.18
Regional analysis	Europe, North America, APAC, South America, and Middle East and Africa
Performing market contribution	North America at 30%
Key consumer countries	US, China, India, Germany, and UK
Competitive landscape	Leading companies, Competitive Strategies, Consumer engagement scope
Key companies profiled	Anita Dr. Helbig GmbH, BLANQI, Boob Design AB, Bravado Designs Europe, Cache Coeur, Cake Maternity, Hennes and Mauritz AB, Hotmilk Lingerie, Kindred Bravely, La Lingerie, MAJAMAS EARTH, Mamsy, Maternity IP Holdings, Nine and Co. BV, Reitmans Canada Ltd, Ripe Maternity, Seraphine Ltd., The Dairy Fairy Inc, Victorias Secret and Co., and Yummy Maternity
Market dynamics	Parent market analysis, Market growth inducers and obstacles, Fast-growing and slow-growing segment analysis, COVID-19 impact and recovery analysis and future consumer dynamics, Market condition analysis for the forecast period
Customization purview	If our report has not included the data that you are looking for, you can reach out to our analysts and get segments customized.

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What are the Key Data Covered in this Market Research Report?

• CAGR of the market forecast during the forecast period
• Detailed information on factors that will drive the growth of the market  between 2024 and 2028
• Precise estimation of the market  size and its contribution of the market in focus to the parent market
• Accurate predictions about upcoming trends and changes in consumer behavior
• Growth of the market across Europe, North America, APAC, South America, and Middle East and Africa
• Thorough market analysis and report of the market’s competitive landscape and detailed information about companies
• Comprehensive analysis of factors that will challenge the growth of market companies

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