Maternity Apparel - Market Share Analysis, Industry Trends & Statistics, Growth Forecasts (2026-2031)

The maternity apparel market size is projected to expand from USD 21.63 billion in 2025 and USD 22.09 billion in 2026 to USD 28.79 billion by 2031, registering a 5.44% CAGR between 2026 and 2031. This report is Segmented by Product Type (Formal Wear, Casual Wear, Sportswear, and More), Price Range (Mass and Premium/Luxury), Distribution Channel (Online and Offline), Fabric Material (Cotton, Spandex, Nylon, Denim, and Other Fabric Types), and Geography (North America, Asia-Pacific, Europe, South America, and More). The Market Forecasts are Provided in Terms of Value (USD).

Global Maternity Apparel Market Trends and Insights

Social-media and celebrity influence on maternity fashion

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 . 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.

Declining Fertility Rates in Developed Countries

In 2024, the European Union recorded its lowest total fertility rate since 2001, dropping to 1.34. Germany, in 2025, noted a rate of 1.35, resulting in roughly 655,000 births, as reported by Eurostat. The OECD's average fertility rate was 1.43 in 2023. Notably, South Korea lagged at 0.72, the U.S. stood at 1.6, and China registered 1.0, all trailing the replacement rate of 2.1, according to the OECD Fertility Database. The World Bank highlighted a global fertility rate of 2.0 in 2024. Regionally, East Asia and the Pacific were at 1.3, while Sub-Saharan Africa stood out with a rate of 4.3, underscoring significant disparities. Global births, which peaked at 146 million in 2012, dwindled to about 132 million in 2024. This decline represents a nearly 10% shrinkage in the potential customer base over 12 years. Countries like Japan, Italy, Spain, and regions in Eastern Europe felt the brunt of this contraction. Here, aging populations and a trend towards delayed childbearing have narrowed the maternity-apparel market's age demographic. In response, brands are innovating. They're extending product utility, crafting items that seamlessly transition from pregnancy to postpartum use. Furthermore, they're diversifying their offerings, venturing into categories like nursing wear, garments for postpartum recovery, and even family-matching apparel, all to maximize revenue across an extended customer lifecycle.

Other drivers and restraints analyzed in the detailed report include:

• Rising Number of Pregnant Working Women
• Increasing Demand for Luxury Maternity Apparel
• Online Return Rates Raising Logistics Costs and Carbon Footprint

For complete list of drivers and restraints, kindly check the Table Of Contents.

Segment Analysis

In 2025, casual wear commands a dominant 41.59% 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 6.08% CAGR projected through 2031. 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.

In 2025, mass market segments dominate with a 61.69% 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 6.97% projected through 2031. 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.

Complete Report Scope:

• Product Type
  • Formal Wear
  • Casual Wear
  • Sports Wear
  • Night Wear and Lounge Wear
  • Intimate and Shapewear
  • Others
• Price Range
  • Mass
  • Premium/Luxury
• Fabric
  • Cotton
  • Spandex
  • Nylon
  • Denim
  • Other Fabric Types
• Distribution Channel
  • Online
  • Offline
• Geography
  • North America
    • United States
    • Canada
    • Mexico
    • Rest of North America
  • Europe
    • United Kingdom
    • Germany
    • France
    • Italy
    • Spain
    • Sweden
    • Belgium
    • Poland
    • Netherlands
    • Rest of Europe
  • Asia-Pacific
    • China
    • Japan
    • India
    • Thailand
    • Singapore
    • Indonesia
    • South Korea
    • Australia
    • Rest of Asia-Pacific
  • South America
    • Brazil
    • Argentina
    • Colombia
    • Peru
    • Chile
    • Rest of South America
  • Middle East and Africa
    • United Arab Emirates
    • South Africa
    • Saudi Arabia
    • Nigeria
    • Egypt
    • Morocco
    • Turkey
    • Rest of Middle East and Africa

Geography Analysis

In 2025, North America commands a dominant 39.40% 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 7.82% CAGR projected through 2031. 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 and 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.

List of Companies Covered in this Report:

• H&M Group Source
• ASOS
• Destination Maternity Corp
• Gap Inc.
• Lunettacco
• PinkBlush Maternity
• Wacoal Holdings Corp.
• Triumph International
• Isabella Oliver Ltd.
• Adidas AG
• Nike Inc.
• BOOHOO
• Inditex
• Ed-a-Mamma
• Storq, Inc
• House of Zelena
• Ripe Maternity
• HATCH Collection
• Ingrid+Isabel
• Kindred Bravely

Additional Benefits:

• The market estimate (ME) sheet in Excel format
• 3 months of analyst support