Maternity Apparel Market Size & Share Analysis - Growth Trends And Forecast (2025 - 2030)

Global Maternity Apparel Market Trends and Insights

Influence of Fashion Trends on Maternity Wear

Social media is reshaping maternity wear, elevating it from mere functionality to a canvas of personal style, and syncing it with mainstream fashion trends. Influencers and celebrities, from Rihanna's viral maternity moments to Hailey Bieber's minimalist ensembles and Blake Lively's red-carpet flair, are reshaping pregnancy's visibility and aesthetics. This cultural shift is driving demand for garments that echo pre-pregnancy styles, leading to a rise in expressive, body-positive designs. Brands like Di Petsa and Poster Girl are now featuring pregnant models in their campaigns, challenging old norms and celebrating the pregnant form's inherent style. High-street giants like H&M and ASOS have rolled out casual maternity lines, offering oversized blazers, crop tops, and ribbed co-ord sets, ensuring pregnant women can be trendy and comfortable. Luxury labels like Hatch and Isabella Oliver are also leaning into casual-chic with flattering linen tunics, knit sets, and wrap dresses. Consequently, maternity fashion is adopting fast-fashion's pace, pushing brands to quicken their design and production cycles to align with shifting seasonal trends. This transformation not only revitalizes the category but also carries profound psychological benefits, empowering women during this pivotal life stage.

Growing Demand for Active and Wellness-Focused Maternity Apparel

As medical and public health guidance increasingly validates the benefits of exercise during pregnancy, the sportswear segment is being reshaped by a growing demand for active and wellness-focused maternity apparel. While adoption remains relatively low, with CDC data indicating only about 10–13% of pregnant women meeting activity recommendations, this aspirational shift is fueling consumer interest in performance-focused maternity wear ^{[1]Source: Centers for Disease Control and Prevention, “Physical Activity Guidelines During Pregnancy,” cdc.gov}. Expectant mothers, now engaging in yoga, strength training, and other low-impact activities, seek apparel that adapts to their changing body mechanics, offers targeted support, and enhances mobility. Innovations in smart textiles are paving the way for features like fetal monitoring and temperature regulation, seamlessly integrating health tracking into garments without sacrificing comfort. Brands like Go Mama are reaping profits in this niche, while industry giants such as Nike (Maternity), Lululemon, and Ingrid & Isabel are rolling out purpose-designed maternity activewear. These offerings boast seamless construction, moisture-wicking fabrics, and four-way stretch. The wellness trend is broadening its horizons, extending beyond just fitness to encompass mental health and body positivity. This evolution is steering the segment towards a comprehensive maternity activewear ecosystem, addressing the movement needs of mothers from prenatal to postnatal stages.

Impact of Social Media and Brand Endorsements on Maternity Choices

As social media emerges as a key player in shaping maternity fashion, platforms like Instagram and TikTok are leading the charge, especially among expectant mothers. A 2023 study from BMC Women’s Health highlights this trend: over 80% of pregnant women turn to social media for pregnancy insights, with 78% engaging daily and a notable 96.6% being active even before conception ^{[2]Source: V. Brown et al., “Social Media Use Among Pregnant Women,” BMC Women’s Health, biomedcentral.com}. This shift towards digital platforms allows both influencers and everyday mothers to craft maternity fashion stories, often resonating more authentically than traditional ads. Take, Indian actress Alia Bhatt. She debuted maternity wear under her brand Ed-a-Mamma, personally showcasing co-ord sets and dresses that seamlessly blend comfort and style. In a similar vein, brands like Hatch and Kindred Bravely collaborate with mom influencers on Instagram, presenting genuine maternity styling that enhances trust and relatability. These social platforms have evolved into virtual style guides, where trending, bump-friendly looks can swiftly sway purchasing decisions. In response, brands are quickening their design cycles, amplifying digital interactions, and emphasizing community-driven storytelling, often finding that peer endorsements carry more weight than direct marketing efforts.

Increasing Demand for Luxury Maternity Apparel

Luxury maternity apparel is witnessing a surge in demand, prompting a shift in consumer expectations from mere functionality to a focus on fashion and premium quality. This evolution is largely driven by affluent consumers, particularly millennials and Gen Z parents, who are emphasizing self-expression, sustainability, and designer aesthetics in their maternity choices. As of April 2025, the International Monetary Fund reported a global rise in disposable income, hitting USD 206.88 thousand per capita, bolstering the purchasing power for premium maternity options ^{[3]Source: International Monetary Fund, World Economic Outlook Database, imf.org.}. Brands such as Hatch and Seraphine are seizing this opportunity, curating elevated collections from organic and high-end fabrics. These collections, though priced at a premium, have found favor among style-conscious mothers. In 2024, bolstered by celebrity endorsements and influencer marketing most notably after Meghan Markle donned its tailored coat Seraphine broadened its Luxe Collection in response to heightened demand. In a parallel move, luxury retailer A Pea in the Pod collaborated with designer Monica + Andy, unveiling capsule maternity pieces crafted from premium cotton and adorned with bold prints, catering to those valuing both comfort and elegance. This pivot towards premiumization is not just amplifying average order values but also fostering brand loyalty and encouraging cross-category purchases, especially as numerous luxury maternity brands now cater to postpartum and nursing needs.

Consumer Preference and Pricing Challenges

As consumers increasingly opt for oversized or stretchable non-maternity fashion, the short lifecycle of maternity apparel continues to deter full-price purchases. This trend is especially pronounced among Gen Z and millennial shoppers, who value long-term wearability and cost-per-use. In 2023, ASOS and H&M noted a dip in their maternity segments compared to adjacent categories, attributing this to a consumer shift towards loose-fitting regular clothing suitable for wear beyond pregnancy. Furthermore, resale platforms like ThredUp reported a 38% year-over-year surge in second-hand maternity listings, underscoring a growing hesitance among consumers to invest in short-term wardrobe pieces. In emerging markets like India and Southeast Asia, brands such as FirstCry and Ziva face challenges in scaling premium maternity lines, hindered by heightened price sensitivity and a lack of consumer awareness regarding maternity-specific benefits.Consequently, the maternity wear segment remains fragmented and under-penetrated in comparison to the broader womenswear market, with demand leaking towards general apparel categories and preloved markets.

Fit and Consistency Issues Across Brands

Inconsistent sizing and poor adaptability across maternity apparel brands are eroding consumer trust and driving up return rates, ultimately hindering market growth. As pregnancy bodies undergo rapid and unique changes, standardized sizing often misses the mark, leading to dissatisfaction. A 2024 BabyCenter survey revealed that 61% of pregnant shoppers found inconsistent fits across brands, causing many to forgo repeat purchases ^{[4]Source: BabyCenter, “Survey: What Pregnant Women Want from Maternity Fashion,” babycenter.com}. For instance, users on BabyCenter's community forum lambasted H&M MAMA jeans, claiming they were "either too tight or falling off," even when ordered in the suggested sizes. Such inconsistencies deter online purchases a crucial sales channel due to the heightened risk of returns. Direct-to-consumer maternity brand Ingrid & Isabel disclosed that over 30% of their total product returns in Q1 2024 were sizing-related. These challenges not only inflate operational costs but also diminish customer satisfaction and curtail market scalability, especially for global e-commerce players eyeing volume growth in the maternity segment.

Segment Analysis

By Product Type: Sportswear Disrupts Casual Dominance

In 2024, casual wear commands a dominant 40.13% market share, underscoring pregnant women's preference for versatile clothing that seamlessly transitions from home to work and casual outings. Responding to this demand, brands like Motherhood Maternity and The Mom Store have introduced offerings such as stretchable leggings, relaxed-fit tops, and bump-friendly dresses, balancing both functionality and aesthetics. The category's stronghold in the market is bolstered by its inherent adaptability, enabling consumers to make fewer yet more practical purchases that cater to various stages of pregnancy.

Sports wear emerges as the fastest-growing segment, boasting a 6.20% CAGR projected through 2030. This surge is largely attributed to the increasing emphasis on prenatal fitness and overall wellness. Brands like Fitta Mamma and Go Mama are at the forefront, providing moisture-wicking leggings and supportive bras, ideal for activities such as yoga and walking. On another front, formalwear remains a staple for working mothers, offering them polished and professional attire during their pregnancy journey. The intimate and shapewear segments are witnessing notable growth, exemplified by Bravado Designs' expansion of its U.S. retail footprint, catering to the rising demand for maternity-specific bras and supportive undergarments.

Note: Segment shares of all individual segments available upon report purchase

By Distribution Channel: Online Growth Challenges Offline Supremacy

In 2024, mass market segments dominate the maternity wear landscape, holding a commanding 69.45% share. This dominance is driven by value-conscious consumers who perceive maternity clothing as a fleeting necessity. With a usage window of just 6–9 months, affordability becomes paramount. Responding to this demand, brands like H&M MAMA and Zivame offer budget-friendly essentials, incorporating practical features like stretchable waistbands and nursing access. Their success hinges on optimizing cost structures, ensuring supply chain efficiency, and achieving widespread availability, all while capturing high-volume demand without sacrificing functionality.

On the other hand, the premium and luxury maternity wear segment is rapidly gaining momentum, boasting a 6.50% CAGR growth rate projected through 2030. This surge is largely attributed to affluent millennials and Gen Z parents, who prioritize style, comfort, and sustainability at every life stage. Brands such as Hatch and Isabella Oliver are meeting this demand, offering elevated designs, organic fabrics, and multifunctional silhouettes that remain relevant even post-pregnancy. In 2024, Seraphine, riding the wave of heightened visibility after Meghan Markle donned its tailored coat, expanded its Luxe Collection, underscoring the significant impact of celebrity endorsements in the realm of aspirational maternity fashion.

By Fabric Material: Denim Innovation Challenges Cotton Leadership

In 2024, cotton commands a dominant 57.37% share of the maternity apparel market, thanks to its natural breathability, softness, and hypoallergenic qualities. These attributes are especially valued during pregnancy when skin sensitivity heightens. Mature supply chains and cost-effectiveness further bolster cotton's appeal, making it the preferred choice in both mass and mid-tier segments. Prominent maternity brands, including Mothercare and FirstCry, heavily incorporate cotton into essentials like nursing tops, lounge sets, and sleepwear, cementing its role as the cornerstone of comfort-centric maternity fashion.

Denim is rapidly gaining traction, with projections indicating a robust 7.46% CAGR growth rate through 2030. As maternity wear shifts from basic to style-centric, brands like Paige Maternity and Seraphine are at the forefront, utilizing stretch technology to craft jeans featuring elastic belly panels and adaptive waistbands. This innovation seamlessly merges structure with flexibility, ensuring extended wear. Additionally, technical fabrics such as spandex and nylon are pivotal in activewear and shapewear, facilitating form-fitting designs that adapt to a changing body. Brands like Blanqi and Kindred Bravely are harnessing these materials, offering performance-driven maternity essentials.

Note: Segment shares of all individual segments available upon report purchase

By Price Range: Premium Luxury Accelerates Despite Mass Dominance

In 2024, mass market segments dominate with a 69.45% share, fueled by cost-conscious consumers prioritizing practicality over fleeting maternity fashion trends. This trend underscores a demographic reality: for many, affordability and functionality take precedence over high fashion. This shift presents significant opportunities for brands like H&M Mama and Mothercare. These brands emphasize accessible pricing and efficient supply chains, offering basic styles that address everyday maternity needs without the hefty price tag. For example, H&M Mama's cotton maternity leggings, celebrated for their trimester-spanning versatility, stand out as bestsellers. Meanwhile, Mothercare's value-packed essentials resonate with middle-income families, offering a blend of reliable quality and daily comfort.

On the other hand, the premium luxury segment is witnessing the fastest growth, boasting a CAGR of 6.50% projected through 2030. Brands such as Hatch and Seraphine are at the forefront, capitalizing on high-quality materials, celebrity endorsements, and aspirational marketing strategies to woo affluent shoppers. A notable instance is Meghan Markle's endorsement of a Seraphine maternity dress, which not only spiked global demand but also positioned luxury maternity wear as a beacon of elegance and empowerment. Hatch's maternity dresses, crafted from stretch-enhanced silks and organic fabrics, frequently grace influencer wardrobes, promoting the narrative of pregnancy as a chic journey. Additionally, emerging mid-tier categories are striking a balance, merging functional designs with subtle aesthetic enhancements, appealing to consumers who desire both style and affordability.

Geography Analysis

In 2024, North America commands a dominant 38.87% share of the global maternity apparel market. This leadership is bolstered by a well-established retail infrastructure, robust consumer purchasing power, and a cultural inclination towards stylish professionalism during pregnancy. Legacy brands, such as A Pea in the Pod, alongside fresh collaborations with high-end designers, further cement the region's preeminence. These brands are reaping the benefits of workplace inclusivity trends and a heightened demand for chic maternity apparel, spanning categories from office attire to loungewear and activewear.

Asia-Pacific is the fastest-growing region, boasting a 6.71% CAGR projected through 2030. This surge is fueled by increasing disposable incomes, swift urbanization, and a burgeoning middle class that's adopting Western maternity fashion. In nations like India and China, there's a noticeable transition from basic, oversized garments to sleek, trend-savvy maternity choices. Indian brands, such as Momsoon and Mamma’s Maternity, are capitalizing on this shift, employing digital-first strategies to broaden access to fashionable maternity wear.

Europe, South America, and the Middle East & Africa are witnessing steady, albeit slower, growth, each influenced by distinct regional factors. In Europe, while demographic challenges like declining birth rates pose hurdles, high sustainability standards and a consumer tilt towards organic materials shape the offerings of premium brands. In contrast, emerging markets such as Brazil and the United Arab Emirates are seeing a surge in maternity wear demand, driven by increased female workforce participation and a rise in e-commerce.