Maternity Innerwear Market - Global Industry Size, Share, Trends, Opportunity, and Forecast, 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 2021-2031F

Forecast Period	2027-2031
Market Size (2025)	USD 9.19 Billion
CAGR (2026-2031)	7.78%
Fastest Growing Segment	Online
Largest Market	Asia Pacific
Market Size (2031)	USD 14.41 Billion

Market Overview

The Global Maternity Innerwear Market will grow from USD 9.19 Billion in 2025 to USD 14.41 Billion by 2031 at a 7.78% CAGR. Maternity innerwear encompasses specialized undergarments such as nursing bras, maternity briefs, camisoles, and supportive shapewear designed to accommodate the physiological changes associated with pregnancy and the postpartum period. The primary drivers supporting market growth include the increasing number of women in the global workforce requiring comfortable, functional professional attire and the rising utilization of e-commerce platforms which provide discreet and convenient access to these niche products. This expansion is underpinned by the overall resilience of the apparel sector. According to the National Retail Federation, in 2025, sales in the clothing and accessories category increased by 2.8 percent during the preceding holiday season, demonstrating sustained consumer demand for personal wear products including specialized apparel.

Despite the positive momentum, the market faces a significant impediment regarding the high cost of specialized garments relative to their short duration of use. Price sensitivity remains a substantial barrier, as consumers in inflation-impacted economies often prioritize essential general spending over premium, temporary maternity items. This reluctance to invest in high-quality, short-term innerwear compels many expectant mothers to opt for oversized regular clothing or budget alternatives, thereby limiting revenue potential for premium maternity brands in cost-conscious demographics.

Key Market Drivers

Rapid expansion of e-commerce and direct-to-consumer (DTC) retail channels has fundamentally reshaped the global maternity innerwear landscape, enabling brands to bypass traditional retail constraints and offer extensive size inclusivity and privacy. This digital shift allows expectant mothers to access niche products, such as specialized postpartum shapewear and nursing intimates, that are often underrepresented in brick-and-mortar stores. The success of this model is evident in the explosive growth of digital-native brands that prioritize body-positive messaging and convenience. According to Inc. Magazine, August 2024, the direct-to-consumer shapewear brand Skims increased its annual revenue to nearly $713 million, driven significantly by high retention rates and expansion into adaptive and maternity categories. This trend highlights how digital platforms are capturing market share by addressing specific functional needs through targeted online marketing.

Rising female workforce participation serves as a parallel driver, compelling the market to evolve beyond basic utility toward professional-grade, functional innerwear. As more women remain in their careers throughout pregnancy and return to work shortly postpartum, there is a heightened demand for garments that provide all-day comfort, support, and discreet nursing capabilities suitable for professional environments. According to the Brookings Institution, July 2024, the labor force participation rate for prime-age women in the United States reached an all-time high of approximately 78 percent, signaling a robust demographic of financially independent consumers. This economic engagement supports spending on premium products despite broader demographic headwinds. According to the United Nations, in 2024, the global fertility rate stood at 2.2 live births per woman, suggesting that while the absolute volume of births is stabilizing, the market value is being driven up by the higher disposable income of working mothers prioritizing quality.

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Key Market Challenges

The high cost of specialized maternity innerwear relative to its short duration of use stands as a formidable barrier to the growth of the Global Maternity Innerwear Market. Expectant mothers often view premium nursing bras, support briefs, and shapewear as temporary necessities, making them reluctant to invest significant funds in garments that will only be worn for a few months. This perception of low value-for-money drives many consumers to substitute specialized products with oversized regular clothing or low-cost budget alternatives, thereby eroding the revenue base for dedicated maternity brands.

This price sensitivity is intensified by the tightening of consumer discretionary income, which compels households to prioritize essential goods over specific, short-term apparel. The impact of such financial caution is evident in the performance of the broader fashion sector, which directly influences niche markets. According to the British Retail Consortium, in May 2025, sales of non-food items, which include clothing and footwear, declined by 1.1 percent as consumers curbed spending on non-essential purchases. This contraction in general apparel expenditure highlights the difficult environment for maternity innerwear; when shoppers are hesitant to buy standard clothing, their willingness to purchase expensive, short-term specialized garments diminishes further, significantly hampering market expansion.

Key Market Trends

The adoption of sustainable and organic fabrics is becoming a defining characteristic of the market as expectant mothers increasingly prioritize non-toxic, eco-friendly materials for themselves and their babies. This trend is fundamentally driven by heightened awareness regarding the potential health risks of synthetic dyes and chemical residues, prompting a widespread manufacturing transition toward certified organic cotton and bamboo blends that minimize environmental impact. This shift is substantiated by robust supply chain expansion; according to the Global Organic Textile Standard, May 2025, in its 'Annual Report 2024', the number of certified facilities globally rose by 5.2 percent to reach 15,441, reflecting a concerted industry effort to scale the production infrastructure required to meet the rising demand for responsibly produced textiles.

Concurrently, there is an intensified focus on breathable and hypoallergenic material innovations, which directly addresses the physiological sensitivities associated with pregnancy, such as elevated body temperature and skin irritation. Unlike the aesthetic-first approach of traditional lingerie, this trend prioritizes functional health benefits, utilizing natural fibers that offer superior moisture-wicking properties and prevent dermatological discomfort during long-term wear. This consumer insistence on skin-friendly garments is influencing purchasing behaviors significantly; according to Cotton Incorporated, October 2025, in the '2025 Global Lifestyle Monitor Survey', 75 percent of global consumers expressed a distinct preference for cotton-rich clothing over synthetic alternatives, reinforcing the critical market need for natural, breathable fabrics in the maternity intimate category.

Segmental Insights

The Online distribution channel is anticipated to witness the fastest growth within the Global Maternity Innerwear Market due to the increasing preference for digital convenience among expectant mothers. This segment addresses specific consumer needs by offering an extensive inventory of sizes and specialized support products that are frequently unavailable in physical retail outlets. Additionally, the ability to compare prices, access detailed product information, and utilize flexible return policies significantly enhances the shopping experience for women seeking comfort and privacy. Consequently, major retailers are expanding their e-commerce capabilities to capture this rising demand efficiently.

Regional Insights

Asia Pacific commands the Global Maternity Innerwear Market, primarily due to the region's vast population and sustained high birth rates in key economies like China and India. Reputable market research indicates that rising disposable incomes have enabled the expanding middle class to prioritize specialized maternity hygiene and comfort over traditional options. Furthermore, the surge in female workforce participation has increased the specific need for functional innerwear suitable for professional settings. This demand is effectively met by the region's rapid digital transformation, where robust e-commerce channels have significantly enhanced product accessibility for expectant mothers.

Recent Developments

• In August 2024, House of Zelena secured Rs. 7 crore in a seed funding round co-led by Sprout Venture Partners and M Venture Partners. The startup intends to use this investment to drive breakthrough research and product development within its maternity and postpartum wear portfolio. Specifically, the funds will support the innovation of functional apparel, including leakproof innerwear, to solve unique challenges faced by new mothers. The Co-Founder of House of Zelena emphasized that this capital would also enhance their supply chain capabilities and technology, furthering their mission to provide modern, solution-oriented clothing for the maternity market.
• In July 2024, Bravado Designs launched a significant product expansion by introducing "Extended Cup" sizing for its Body Silk Seamless Nursing Bra. This development addressed a specific market need by offering band sizes from 30 to 42 and cup sizes up to K, ensuring better fit and support for women with fuller busts during pregnancy and nursing. The new design incorporates a U-shaped nursing sling and reinforced knit zones to provide superior lift without the use of underwires. This launch reflects the company's dedication to inclusivity and its focus on creating specialized innerwear solutions that adapt to the changing bodies of mothers.
• In June 2024, Knix announced a strategic wholesale collaboration with Sporting Life, a prominent Canadian sports and lifestyle retailer. This partnership marked a significant milestone in the company's expansion strategy, making its diverse range of intimates, including maternity and leakproof underwear, available in physical retail locations across the country. The initiative was described by the Founder of Knix as a pivotal step to reach new customer segments and provide greater accessibility to their functional products. This collaboration underscores the growing demand for high-performance maternity innerwear within mainstream retail environments and the brand's commitment to omnichannel growth.
• In April 2024, Seraphine announced the opening of its first store in Los Angeles, established in partnership with the retail platform Leap. This collaboration enabled the maternity brand to expand its physical presence in the United States, adding to its existing global footprint. The new boutique was designed to offer an immersive shopping experience, featuring expert styling advice and a curated selection of premium maternity innerwear and apparel. The partnership with Leap allowed the company to efficiently deploy this brick-and-mortar location, aiming to better serve West Coast customers with a space that combines luxury and comfort for expectant mothers.

Key Market Players

• Seraphine
• Wacoal
• H & M Hennes & Mauritz AB
• Hatch Collection LLC
• MamaCouture
• Hotmilk Lingerie
• Belabumbum
• Fresh Venturz LLP
• Clovia
• Triumph Holding AG

By Product Type	By Type	By Distribution Channel	By Region
Maternity/Nursing Bras Camisoles Shapewear Maternity Briefs	Outerwear Innerwear Nightwear	Supermarkets/Hypermarkets Specialty Stores Departmental Stores Exclusive Stores Online and Others (Multi-Branded Stores, Direct Sales, etc.)	North America Europe Asia Pacific South America Middle East & Africa

Report Scope:

In this report, the Global Maternity Innerwear Market has been segmented into the following categories, in addition to the industry trends which have also been detailed below:

• Maternity Innerwear Market, By Product Type:

• Maternity/Nursing Bras
• Camisoles
• Shapewear
• Maternity Briefs

• Maternity Innerwear Market, By Type:

• Outerwear
• Innerwear
• Nightwear

• Maternity Innerwear Market, By Distribution Channel:

• Supermarkets/Hypermarkets
• Specialty Stores
• Departmental Stores
• Exclusive Stores
• Online and Others (Multi-Branded Stores, Direct Sales, etc.)

• Maternity Innerwear Market, By Region:

• North America
• United States
• Canada
• Mexico
• Europe
• France
• United Kingdom
• Italy
• Germany
• Spain
• Asia Pacific
• China
• India
• Japan
• Australia
• South Korea
• South America
• Brazil
• Argentina
• Colombia
• Middle East & Africa
• South Africa
• Saudi Arabia
• UAE