The industry valuation reached USD 8.26 billion in 2025 and is expected to grow at the CAGR growth rate of 6.4% during the year 2025 to 2035. During the forecast period, the valuation is projected to increase to USD 15.25 billion. One of the driving forces propelling the development forward is that raising awareness and concern towards motherhood comfort and overall well-being throughout and after pregnancy increased the demand for well-designed supportive underwear.
Shifting social attitudes towards maternity apparel and rising disposable incomes in metropolitan metros are driving the adoption of high-quality, functional maternity undergarments. Offerings like nursing bras, maternity briefs, and shapewear are also gaining popularity for their functional aspect due to increased aesthetic and ergonomic value. This additional emphasis on style and comfort is influencing consumer attitudes and reframing the positioning for maternity apparel.
Clothing technology has been one of the major drivers of growth. Flexible, breathable and hypoallergenic garments are often applied to increase flexibility and support throughout pregnancy phases. In addition, wire-free supporting technologies and seamless knitting methods are becoming increasingly popular to allow for longer use without irritation or discomfort, particularly in lactating women.
Commerce continues to be a growth driver through facilitating direct-to-consumer initiatives, online fittings, and private shopping experiences. Online shopping platforms have unlocked the doors to additional styles and sizes, particularly for women in rural and underserved markets. Influencer marketing, as well as online health communities, also significantly contribute to educating and guiding consumer choices and further driving brand interactions.
The industry will be favored by inclusive sizes, eco-friendly manufacturing processes and intelligent textiles in the next few years. Manufacturers investing in organic content, adaptive functionality, and sensor-enabled wearables will drive the next growth wave in this category. The move from sheer necessity to a health-promoting apparel staple will keep product differentiation and brand loyalty in motion.
Explore FMI!
Book a free demo
Although the industry does not directly fall within conventional industrial segments, similar patterns in consumer behavior and purchase motivation can be observed. In sectors like consumer electronics, demand reflects a similar preference for customization and ergonomic efficiency-traits now expected in modern maternity designs. This segment values soft technology integration, such as smart fabric sensors and modular garment design.
In healthcare-related fields, where comfort and hygiene are paramount, maternity undergarments demand certified, skin-friendly materials. The healthcare and disinfection segment especially emphasizes regulatory compliance, much like what is now expected in maternity garments to meet medical-grade textile and safety standards.
Environmental concerns also influence the industry, where demand for sustainable, ethically sourced fabrics is increasing. The preference for biodegradable packaging and transparency in production practices parallels environmental monitoring values, illustrating how broader social awareness is shaping consumer criteria.
A key risk in the industry is the variability in birth rates across regions, particularly in developed economies where demographic shifts toward delayed parenthood and lower fertility rates could temper long-term demand. As these societal trends evolve, industry growth may rely more heavily on emerging economies with higher maternity population bases.
A secondary risk involves the saturation of the premium segment, where numerous new entrants and boutique brands are creating intense competition. Without strong brand differentiation or technological innovation, companies may face pricing pressures and brand dilution, particularly in the online retail environment.
Finally, supply chain dependencies on specific textiles and labor-intensive manufacturing processes can expose vendors to volatility in raw material costs and geopolitical disruptions. Additionally, consumer expectations around sustainability and ethical labor practices continue to rise, meaning any deviation from these expectations could result in reputational damage and reduced customer retention in an increasingly values-driven marketplace.
From 2020 to 2024, the industry progressed steadily due to increased awareness about maternal comfort and well-being. The COVID-19 pandemic resulted in online purchasing becoming more trend-oriented, and maternity undergarments became more accessible to a greater variety of consumers. Consumers became more selective, demanding products that combined functionality with fashion. This era was also characterized by design innovation as brands prioritized comfort, support, and adaptability to appeal to changing demands from expectant mothers. Up to 2025 to 2035, the industry will most likely sustain this growth pattern fueled by a range of trends.
The combination of wearable technology and smart textiles will likely add functionality and comfort. Other than this, sustainability will be more emphasized, and green products and socially responsible manufacturing practices will be the consumer's choice. Personalization based on individual choice and body type will also contribute to growth with tailor-made solutions for pregnant women.
Comparative Market Shift Analysis 2020 to 2024 vs. 2025 to 2035
| 2020 to 2024 | 2025 to 2035 |
|---|---|
| Increased understanding of maternal comfort and well-being | The intermixture of intelligent textiles, sustainability, and customization |
| Emphasize flexibility, support, and comfort | Emergence of smart materials and sustainable textiles |
| Increasing need for fashionable and functional maternity innerwear | Need for personalized, sustainable, and technology-based products |
| Transformation of online shopping platforms | Omni-channel customer experiences and direct-to-consumer strategies increased. |
| The pilot stage of the adoption of sustainable materials | Large-scale implementation of biodegradable and responsibly sourced materials |
| Meeting existing quality and safety standards | Increased emphasis on environmental awareness and product transparency |
| Countries | CAGR (2025 to 2035) |
|---|---|
| The USA | 7.5% |
| UK | 6.3% |
| France | 6.1% |
| Germany | 6.0% |
| Italy | 5.6% |
| South Korea | 6.7% |
| Japan | 5.8% |
| China | 8.1% |
| Australia-NZ | 6.2% |
The USA is expected to achieve a growth of 7.5% CAGR during the period of study. Increasing awareness of maternity comfort, increasing disposable income, and a shift toward specialist clothing have been instrumental in shaping the industry. With more women working and a rise in demand for internet-based shopping, the demand for practical yet fashionable maternity underwear, bras, and shapewear has seen a hike.
There is increased consumer demand for breathable, adaptable, and skin-friendly fabrics, prompting the product development space to innovate. Also, top domestic and international brands have invested more in product innovation and promotion to attract diverse consumer profiles.
The USA has also experienced a shift in the perception of maternity products-not just as medical or functional apparel but fashion-focused and empowering. Online retailers have expanded accessibility with subscription services and artificial intelligence-driven fit technology to deliver improved customer experience.
The established retail infrastructure, along with increasing awareness levels when it comes to prenatal and postnatal treatment, ensures that the industry is also strong and dynamic, thus opening up immense opportunities for the current players as well as new ventures.
The UK is expected to grow at 6.3% CAGR during the study period. Rising health consciousness amongst pregnant women and a shift towards sustainable fashion consumption are driving demand for high-quality maternity innerwear. A growing emphasis on personalized comfort and universal sizes has created new opportunities for product innovation as well as marketing strategies. Furthermore, retail channels are also wholeheartedly embracing digitalization through investments in augmented reality (AR) fittings and online consultations.
UK retailers also explore sustainable production lines to cope with consumer sentiment regarding sustainability and responsible sourcing. Natural fibers and recyclable packaging are the current focus of brands as they seek to stand out in a progressively competitive industry.
In addition, the popularity of maternity style led by social media influencers has increased awareness and turned the need for stylish yet comfortable maternity innerwear into the norm. The NHS's encouragement of prenatal care has had an indirect influence on growth by encouraging mothers to spend money on good-quality underwear for health and hygiene.
France is expected to grow at 6.1% CAGR during the period of study. France is known for its style and elegance. This has left a lasting influence on the sales of maternity undergarments. Pregnant women have increasingly emphasized style as well as comfort, which is driving demand for stylish and high-end maternity lingerie.
A cultural shift towards fashion-oriented but practical maternity wear has forced innovation from local manufacturers as well as specialist brands. The change towards delayed motherhood and increased numbers of first-time mothers aged 30-40 have fueled expectations of quality and fit.
French fashion houses are adding lace, organic cotton, and seamless construction to maternity lines to cater to discerning consumer tastes. Retail visibility is strong in boutique and online channels, with focused digital campaigns stimulating consumer engagement. With increasing employment of women and increased focus on the well-being of the body during pregnancy, the industry is growing consistently.
Germany is forecasted to register a 6.0% CAGR over the study period. Germany has been shaped by a functional consumption culture and high health consciousness to meet products that are durable, ergonomic, and health-oriented. German consumers prefer functionality over trends, and maternity innerwear is no exception.
There is a strong demand for supportive nursing bras, seamless underwear, and postpartum shapewear for long-term comfort and health purposes. The country also benefits from robust healthcare infrastructure and insurance schemes covering maternity-related shopping, which indirectly boosts industry expansion.
Furthermore, the surging use of digital shopping and mobile retailing is facilitating brands to reach different segments of customers, even rural customers. Germany's movement towards sustainable materials and certifications such as OEKO-TEX is also motivating manufacturers to implement green production processes.
Italy is expected to grow at 5.6% CAGR through the study period. Italy's rich heritage in fashion drives the design of maternity clothing. Italian consumers seek value-for-money merchandise that offers comfort and elegance. Italian maternity innerwear has increased in popularity among middle-income consumers, especially in urban centers. There is a growing demand for products that serve the dual function of being undergarments, such as convertible nursing bras and shapewear maternity fashion.
Italian fashion companies are also pushing aggressively into online sales, especially to reach high-tech millennials. Cultural egoism regarding superior-end materials and superior-quality craftsmanship has led to localized production of maternity innerwear fashioned from lace, microfiber, and organic materials. The industry is partly fragmented, with growth reliant on digitalization and consumer consciousness. Italy's maternity innerwear sector is gradually embracing global trends without sacrificing its emphasis on sophisticated designs and quality.
South Korea is expected to grow at 6.7% CAGR during the study period. The country has a high fashion awareness and tech-savvy population. Urban mothers are adopting fashion-oriented maternity undergarments that are light in weight, comfortable, and technologically superior.
Strong interest in prenatal health and sound well-being is being mirrored by demand for sophisticated products with antimicrobial content and ergonomic backrest support. The distribution landscape is dominated by online shopping, wherein AI-driven advice and influencer marketing are particularly influential in molding consumer attitudes.
South Korean consumers are likewise extremely open to K-beauty-driven wellness movements, leading to cross-category innovation as maternity innerwear is packaged in combination with skincare or wellness merchandise. Domestic brands enjoy strong customer loyalty but face rising competition from international players. The country's emphasis on innovation, appearance, and functionality together drives strong momentum, making South Korea a high-reward market for premium maternity innerwear.
The Japanese economy is expected to expand at a 5.8% CAGR during the period of the study. An insistence on comfort characterizes Japan's maternity undergarments sales. The economy is aging and has shrinking birth rates, thus creating a comparatively smaller industry size compared to other Asian economies. However, per capita spending is high due to cultural emphasis on quality, cleanliness, and caution during pregnancy.
Japanese maternity underwear also features advanced textile technology, such as temperature control and moisture-wicking properties. The market favors minimalist, seamless, and hypoallergenic designs and appeals to consumers who prioritize functionality and health over appearance. Japanese retailers also take the lead in employing robot-fitting services and mobile-based size predictor applications to enhance customer satisfaction. Although growth is moderate, Japan's focus on innovation and premiumization makes it a high-value and stable market in the region.
The Chinese market is expected to develop at 8.1% CAGR throughout the forecast period. China is expected to be the leading contributor to world growth in the category of maternity innerwear due to demographic trends, rising urbanization, and rising middle class.
Relaxation of childbirth policies has increased the addressable population, whereas growing awareness of maternal health has driven demand for premium innerwear. Consumers are becoming more evolved, seeking products that are beautiful, functional, and affordable. Domestic and international brands are growing aggressively through omnichannel modes like livestream shopping, social commerce, and mobile apps.
There is also a visible trend towards maternity clothing influenced by celebrity influence and lifestyle bloggers, creating aspirational demand. Tier 1 and Tier 2 cities are responsible for the lion's share of sales, but rural markets are beginning to appear promising with the growth of logistics and digital penetration.
The Australia-New Zealand market will probably be expanding at 6.2% CAGR during the study period. The market benefits from a health-conscious population and increases acceptance of maternity-specific wear as a core lifestyle segment. Increasing dual-income households and delayed pregnancies are fueling demand for high-performance maternity innerwear that is comfortable and pleasing to the eye. Customers in this area prefer to seek brands that emphasize ethical production, organic components, and durability of the products.
The sellers have invested heavily in creating improved digital customer experiences, and such aspects as virtual fitting capabilities and easy returns have made online shopping attractive. In addition, healthcare providers in Australia and New Zealand tend to prescribe more supportive maternity knickers for antenatal and postnatal wellness.
While the market is proportionally small overall compared to Asia or North America, it is a good one due to high consumer spending and brand loyalty. The future looks bright for companies that make premium, flexible, and environmentally friendly maternity innerwear.
In 2025, Maternity Innerwear is expected to be positioning the Maternity/Nursing Bras chiefly driven with a 35% market share, followed by Camisoles with an estimated market share of 20%.
Maternity/Nursing Bras are the leading product type on the market, accounting for a major percentage of the share due to their need for expectant and nursing mothers in comfort and support. Maternity bras are usually adjustable, come in soft fabrics, and have nursing clips, making them easy to use during pregnancy and breastfeeding.
Some other competitors in this market are Bravado Designs, Medela, and Motherhood Maternity, who consider different body shapes, comfort, functionality, and style. The demand for these products is further propped by an increase in the number of working women and the rising awareness of maternity wellness, which emphasizes the need for quality innerwear for the pregnant and nursing population.
Camisoles represent another important product category, holding a 20% share. They are chosen for comfort and versatility, slight support, and easy wearability in the pregnancy's early months. Camisoles with built-in support are also popular for breastfeeding mothers as they deliver comfort and easy access to nursing.
Leading brands like H&M and Gap are providing maternity camisoles made of breathable fabrics to ensure the wearer feels comfortable all day long. The recent athleisure and casual wear trends among mothers have also upped the demand for maternity camisoles that can pull double duty as casual wear during pregnancy.
Online retailers will dominate the industry in 2025, capturing 55% of the overall share as opposed to 15% held by specialty stores.
Online retailers are expected to lead in terms of industry share due to the growing phenomenon of e-commerce, which is further aided by the convenience offered by the medium. Platforms such as Amazon and Walmart, along with specialized maternity stores such as Bravado Designs, Aerie, and Seraphine, are set to hold sway in this segment. They offer a wide range of maternity innerwear products, including nursing bras and nursing camisoles, letting expectant mothers shop from the comforts of home.
Online shopping is popular for comparing prices, reading in-depth product reviews, and home delivery. In addition to these, online shops tend to offer discounts, seasonal sale offers, and subscription services for consumers to be enticed repeatedly. For instance, Kindred Bravely's subscription to maternity bras means continuous sales and consumer loyalty.
While specialty stores will have a limited industry share, they target a customer base that enjoys more personalized shopping and an edited selection of maternity products. Motherhood Maternity, Expecting A Baby, and Bella Materna have strengthened their market by providing customized fittings, styles, and expertise.
These stores allow customers to try products in person, which is essential for maternity clothes, wherein comfort and fit are crucial aspects. Physical stores give customers a chance to interact with store staff who are knowledgeable in recommending products for the customers' particular needs, such as nursing bras or post-pregnancy support products.
While specialty stores enforce loyalty in their customer base, the convenience, variety, and price competitiveness offered by online retailers will ensure that they continue to dominate the industry by 2025.
The industry is characterized by a combination of global fashion retailers and niche maternity brands focusing particularly on comfort, support, and body adaptation during pregnancy. The key players, such as H&M, Gap Inc., Motherhood Maternity, Seraphine, and Wacoal, maintain a major portion of the share with their product line and omnichannel distribution strategy.
The maternity undergarments of H&M and Gap Inc. are sold under their much broader parallel apparel lines at accessible prices, with a focus on sustainable fabrics and wide size ranges. Motherhood Maternity is a specialized leader with a strong presence in North America, offering nursing bras and support garments for each trimester.
Seraphine works toward the premium segment by melding elegant European design with performance fabrics to tempt fashion-focused mothers. Wacoal, being a heritage brand in the world of lingerie, is harnessing its know-how in supportive wear to create technologically engineered maternity and nursing bras with a high-end finish.
There is a growing demand for inclusive sizing, seamless functionality, and cross-category garments (like nursing-friendly activewear), spurring innovations in the sector. At the same time, small brands like Belabumbum and PinkBlush Maternity are succeeding with an increasingly online direct-to-consumer model, one that espouses style, comfort, and community-driven content.
Market Share Analysis by Company
| Company Name | Market Share (%) |
|---|---|
| H&M | 16-20% |
| Gap Inc. | 12-16% |
| Motherhood Maternity | 10-14% |
| Seraphine | 8-12% |
| Wacoal | 7-10% |
| Other Players | 30-37% |
| Company Name | Offerings & Activities |
|---|---|
| H&M | It offers affordable maternity bras as well as underwear made from organic cotton with extended sizing. |
| Gap Inc. | Provides nursing-friendly bralettes and seamless underwear under its maternity line. |
| Motherhood Maternity | Specializes in trimester-specific bras and belly support garments for pregnancy and postpartum. |
| Seraphine | Focuses on luxury maternity lingerie with lace detailing, dual-purpose wear, and premium fabrics. |
| Wacoal | Designs ergonomic maternity and nursing bras with superior support and comfort features. |
Key Company Insights
H&M (16-20%)
A global fast-fashion industry leader in growing sustainably sourced maternity undergarments with an emphasis on worldwide affordability and accessibility.
Gap Inc. (12-16%)
Incorporates maternity wear into its brand portfolio with a contemporary, versatile product range appropriate for everyday wear and breastfeeding.
Motherhood Maternity (10-14%)
A specialized maternity brand with specialized innerwear and nursing solutions, readily accessible through e-commerce and brick-and-mortar stores.
Seraphine (8-12%)
Known for fashion-forward designs and premium maternity lingerie, it is gaining favor among celebrities and luxury customers.
Wacoal (7-10%)
Transfers its history of high-quality lingerie to the maternity category, emphasizing fit accuracy and extended-wear support.
The global maternity innerwear market is projected to be valued at USD 8.26 billion in 2025, driven by growing demand for comfortable and supportive maternity wear.
The industry revenue is expected to reach USD 15.25 billion by 2035, propelled by expanding awareness around maternity health and increasing adoption of functional maternity innerwear.
China is expected to witness significant growth with an 8.1% CAGR due to an increasing number of working mothers and the growing trend of maternity fashion.
The primary driver is the growing preference for maternity/nursing bras that offer comfort, support, and convenience for expectant and nursing mothers.
Leading players in the maternity innerwear market include H&M (Hennes & Mauritz AB), Gap Inc., PinkBlush Maternity, Nike Inc., Adidas AG, Motherhood Maternity, Pietro Brunelli, Seraphine, Belabumbum, Triumph International (Australia) Pty. Ltd., and Wacoal.
The segmentation is into Maternity/Nursing Bras, Camisoles, Shapewear, Maternity Briefs, Belly Comforters/Maternity Belts, and Nursing Pads.
The segmentation is into Small, Medium, Large, and Extra Large.
The segmentation is into hypermarkets/supermarkets, specialty stores, mono-brand stores, department stores, online retailers, and other sales channels.
The report covers USA, Canada, Brazil, Mexico, Argentina, Germany, United Kingdom, France, Spain, Italy, Rest of Europe, China, Japan, South Korea, India, Indonesia, Thailand, Malaysia, Australia, New Zealand, GCC Countries, and Rest of World.
Maternity Innerwear Market
Thank you!
You will receive an email from our Business Development Manager. Please be sure to check your SPAM/JUNK folder too.
