Increasing demand for nursing-friendly innerwear, rising awareness of pregnancy garments, and increasing urban population with high disposable income are the leading factors driving the global maternity innerwear market during the forecast period.
According to TechSci Research report, “Maternity Innerwear Market–Global Industry Size, Share, Trends, Competition, Opportunity, and Forecast, 2018-2028”
The global maternity innerwear market is expected to grow during the forecast period. The demand for nursing-friendly innerwear has increased globally, one of the key drivers driving the maternal innerwear market. Additionally, due to rising disposable incomes, there is a growing willingness to spend on luxury product variants and comfortable maternity clothing. This, in turn, is another essential aspect of promoting growth.
A rising understanding of mothers’ comfort and health has led to a notable increase in the popularity of maternity innerwear clothing in recent years. Worldwide manufacturers of maternity innerwear apparel are benefiting greatly from online distribution channels, utilizing them to enhance their global sales.
Owing to the pandemic, online sales of all companies increased and for brands such as Clovia, online sales have accounted the majority share (75% online and 25% offline sales).
Owing to the U.S. and Canada being among the most significant income producers and the growing impact of celebrities across various social media platforms, North America dominates the maternity innerwear market. Moreover, because of the high disposable income and rising urban population in nations such as China, Indonesia, and India, the Asia-Pacific region is predicted to grow significantly between 2021 and 2028.
Additionally, the US-based Marena Group, LLC introduced its new Marena Maternity clothing line in April 2022 for pregnant ladies or recently giving birth. This new line is the company’s first product, geared toward new and expectant mothers. The company would sell shapewear and athletic products under the Marena Maternity label. Additionally, Nike-M, a new line of active maternity clothing, debuted in September 2020. The company would sell four items which are as follows:
- A sports bra
- A pair of leggings with support
- A tank top
- A fleece jacket with a split hem
These brand-new items have outstanding sweat-wicking qualities and are manufactured from recycled polyester.
Increasingly, mother and baby care businesses are utilizing social media and digital platforms to market their products through interactive content. Mother care companies have been using the digital platform to inform customers about the advantages of purchasing innerwear specifically designed for pregnant women to increase awareness about the importance of women taking good care of their health during pregnancy. The market for maternity innerwear is projected to grow globally as a result of the demand.
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Global maternity innerwear is segmented based on product type, distribution channel, region, and competitional landscape. The market’s product type is segmented into maternity/nursing bras, camisoles, shapewear, and maternity briefs. Based on type, the market is segmented into outerwear, innerwear, and nightwear. Based on the distribution channel, the market is segmented offline and online. In terms of region, the segment is categorized into Europe, Asia-pacific, North America, Middle East & Africa, and South America, among which North America Maternity Innerwear is forecast to grow at a faster rate during the forecast period.
Key market players in the Global Maternity Innerwear Market include:
- Seraphine
- Wacoal
- H & M Hennes & Mauritz AB
- Hatch Collection LLC
- MamaCouture
- Hotmilk Lingerie
- Belabumbum
- Fresh Venturz LLP
- Clovia
- Triumph Holding AG
Seraphine is an international maternity fashion brand and store. French-born designer Cecile Reinaud established the company in 2002. At Seraphine, stylish, high-quality maternity garments are made to help customers maintain their style sense and feel good about their growing curves. Every event has fashionable options, from everyday necessities to show-stopping evening dresses. Mayfair Equity Partners purchased Seraphine in December 2020 for a deal of USD 69.11 million. This acquisition was a management buyout. Also, Seraphine was awarded a second Queen’s Award for Enterprise for International Trade in April 2020.
Wacoal is a Japanese brand that is a manufacturer of women’s lingerie and underwear, founded in 1949 by Koichi Tsukamoto. The company has divisions in North America, Asia, and Europe and manufactures Wacol.
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“The rise in the growing urban population with the increase in disposable income as well as growing population of pregnant working women in developing and emerging countries is boosting the maternity innerwear market globally, Additionally, the growing awareness regarding the availability of nursing friendly innerwear which is comfortable for women during the pregnancy and after pregnancy is propelling the market of maternity innerwear market.” said Mr. Karan Chechi, Research Director with TechSci Research, a research-based global management consulting firm.
“Maternity Innerwear Market – Global Industry Size, Share, Trends, Competition, Opportunity, and Forecast, 2018-2028, Segmented By Product Type (Maternity/Nursing Bras, Camisoles, Shapewear, Maternity Briefs), By Type (Outerwear, Innerwear, Nightwear), By Distribution Channel (Supermarkets/Hypermarkets, Specialty Stores, Departmental Stores, Exclusive Stores, Online and Others (Multi-Branded Stores, Direct Sales, etc.)), By Region, Competition, Forecast & Opportunities, 2018-2028F”, has evaluated the future growth potential of maternity innerwear in the global market and provides statistics and information on market structure, size, share, and future growth. The report is intended to provide cutting-edge market intelligence and help decision makers take sound investment decisions. Besides, the report also identifies and analyzes the emerging trends along with essential drivers, challenges, and opportunities present in the global maternity innerwear market.
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