Nursing Bras Market – Global Industry Size, Share, Trends, Opportunity, and Forecast, Segmented By Type (Underwire Nursing Bra, Wired Nursing Bra), By End-User (Pregnant Women, Lactating Women), By Distribution Channel (Online and Offline), By Region & Competition, 2021-2031F

Forecast Period	2027-2031
Market Size (2025)	USD 1.71 Billion
CAGR (2026-2031)	9.01%
Fastest Growing Segment	Online
Largest Market	North America
Market Size (2031)	USD 2.87 Billion

Market Overview

The Global Nursing Bras Market will grow from USD 1.71 Billion in 2025 to USD 2.87 Billion by 2031 at a 9.01% CAGR. Nursing bras are specialized intimate apparel designed with detachable cups or drop-down flaps that allow for convenient breastfeeding without removing the garment. The market is primarily supported by rising female labor force participation, which creates a demand for functional and discreet nursing wear, alongside robust public health campaigns that actively promote the long-term health benefits of breastfeeding. Additionally, the expansion of digital retail infrastructure has become a pivotal driver, enabling brands to reach a wider demographic. According to the National Retail Federation, in 2024, online sales were forecast to grow between 8% and 9%, highlighting the essential role of e-commerce channels in sustaining demand for specialized apparel categories.

However, a significant challenge impeding market expansion is the volatility of raw material costs, particularly for high-quality, hypoallergenic fabrics required for sensitive skin. Fluctuations in the price of inputs such as cotton and synthetic fibers can disrupt manufacturing budgets and necessitate price increases. This economic instability potentially limits market penetration among price-sensitive consumers in developing regions, where cost remains a primary purchasing determinant.

Key Market Drivers

The rising global awareness of the health advantages associated with breastfeeding is fundamentally reshaping the Global Nursing Bras Market. Public health organizations and governments are aggressively promoting human milk as the optimal source of nutrition for infants, citing benefits such as enhanced immunity and reduced chronic disease risks for mothers. This advocacy has normalized breastfeeding in public and professional spaces, driving consumer demand for specialized lingerie that offers both accessibility and discretion. According to UNICEF, March 2025, the global rate of exclusive breastfeeding for infants under six months reached 48% in 2024, approaching the World Health Assembly's target. This upward trend in breastfeeding initiation and duration directly correlates with sustained sales of nursing intimate apparel, as a larger cohort of new mothers commits to nursing for longer periods. Additionally, the market is stabilized by the sheer scale of the target demographic; according to the United Nations, July 2024, the global fertility rate stood at approximately 2.3 live births per woman, ensuring a consistent addressable customer base for maternity wear brands.

Simultaneously, the increasing participation of women in the workforce post-pregnancy acts as a critical commercial catalyst. As more mothers return to their professional roles shortly after childbirth, there is a heightened requirement for nursing bras that function as "work-to-wear" hybrids, blending professional aesthetics with the functionality needed for pumping or breastfeeding during breaks. Manufacturers are responding with innovations in hands-free pumping designs and contouring fabrics that fit seamlessly under business attire, moving away from purely utilitarian styles. This shift is quantified by labor statistics which highlight the growing number of dual-role mothers. According to the U.S. Bureau of Labor Statistics, April 2025, the labor force participation rate for mothers with children under age six was 68.3% in 2024, underscoring the necessity for adaptive apparel that supports lactation within the modern workplace environment.

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Key Market Challenges

The volatility of raw material costs significantly hampers the growth of the Global Nursing Bras Market by creating financial instability for manufacturers and driving up retail prices. Nursing bras require high-quality, hypoallergenic materials such as premium cotton and specialized synthetic blends to ensure safety and comfort for sensitive skin. When the prices of these essential inputs fluctuate unpredictably, manufacturers face increased production expenses that are often passed on to the consumer. This inflationary pressure is particularly detrimental in emerging economies where consumers are highly price-sensitive.

Consequently, these elevated costs limit market penetration as potential customers in developing regions may opt for standard undergarments rather than specialized nursing apparel. This dynamic creates a barrier to entry for new consumer segments and stalls overall volume growth. According to the International Textile Manufacturers Federation, in 2024, 27% of industry respondents cited high raw material costs as a primary business challenge affecting the global textile value chain. This persistent cost uncertainty forces brands to maintain higher price points to preserve margins, thereby reducing the accessibility of nursing bras for a significant portion of the global addressable market.

Key Market Trends

Manufacturers are increasingly prioritizing the adoption of sustainable and eco-friendly fabric materials, transitioning away from conventional synthetic blends to organic cotton, bamboo, and recycled fibers. This shift is driven by heightened maternal scrutiny regarding chemical safety for infants and a broader consumer preference for environmentally responsible manufacturing practices. Brands are responding by certifying their supply chains to ensure hypoallergenic properties and reduced ecological impact, which has become a competitive differentiator in the intimate apparel landscape. According to Textile Exchange, October 2024, in the 'Materials Market Report 2024', approximately 29% of global cotton production was cultivated under recognized sustainability programs in 2023, highlighting a significant industrial pivot toward preferred materials that align with the values of modern parents.

Simultaneously, the proliferation of inclusive sizing and "busty" fit options is reshaping product development, as brands move beyond standard sizing charts to accommodate the substantial bodily fluctuations associated with pregnancy and lactation. This trend addresses a longstanding market gap for supportive, non-restrictive lingerie designed specifically for diverse body types, particularly for women requiring larger cup sizes with smaller bands. The commercial viability of this inclusivity-focused strategy is evident in the performance of direct-to-consumer leaders; according to Modern Retail, April 2024, in the article 'How period underwear brand Knix is mapping out its growth strategy', the brand reported double-digit growth following its expansion into wider size ranges and adaptive categories, surpassing a milestone of 3 million customers.

Segmental Insights

The online segment is recognized as the fastest-growing distribution channel within the global nursing bras market due to the significant convenience it offers to new mothers. This growth is primarily driven by the extensive product variety available on e-commerce platforms, including diverse sizes and styles that physical retailers often lack. Furthermore, the ability to discreetly browse products, compare prices, and access user reviews facilitates informed decision-making for post-natal women. Manufacturers are increasingly prioritizing direct-to-consumer digital strategies to capitalize on this shift in consumer purchasing behavior, ensuring wider accessibility and efficient home delivery services.

Regional Insights

North America holds a leading position in the global nursing bras market, driven by high consumer purchasing power and widespread awareness regarding maternal health. The region benefits from strong breastfeeding advocacy initiatives supported by established entities like the Centers for Disease Control and Prevention, which encourage longer breastfeeding durations. Furthermore, significant female workforce participation necessitates functional intimate apparel that offers utility for working mothers. Well-developed distribution channels, including expansive e-commerce platforms and specialized maternity retailers, ensure consistent product availability and contribute significantly to the sustained market expansion in this region.

Recent Developments

• In December 2024, Bravado Designs announced a strategic partnership with the Professional Women's Hockey League (PWHL), becoming the league's official bra partner. This collaboration marked a significant move for the intimate apparel brand, known for its maternity and nursing products, into the professional sports arena. The partnership involved prominent branding across league arenas and the development of player partnerships to highlight shared values of women's empowerment. The company stated that the alliance was intended to showcase how its products could support women through various life stages, from motherhood to athletic competition.
• In September 2024, Lansinoh collaborated with Kindred Bravely to launch the co-branded Kindred Bravely for Lansinoh Nursing & Wearable Pumping Bra. This partnership combined Lansinoh's breastfeeding expertise with Kindred Bravely's apparel design to create a dual-function garment capable of supporting both nursing and hands-free pumping. The bra utilized a unique four-way stretch fabric intended to securely hold wearable breast pumps in place while adapting to size fluctuations. The collaboration aimed to provide a streamlined solution for mothers seeking convenience and support during their breastfeeding journey, making the product available through major retail channels.
• In July 2024, Kindred Bravely unveiled the Mia Maternity & Nursing Bra, adding a new versatile style to its nursing apparel lineup. The product featured a seamless ribbed interlock fabric designed to offer a soft feel and gentle support suitable for lounging or sleeping. Key functionalities included simple nursing clips for quick feeding access and a scoop-neck pullover design to simplify the dressing process for breastfeeding mothers. The company emphasized that the bra was created to accommodate changing breast sizes and wearable pumps, reinforcing its commitment to providing comfortable and functional solutions for the maternity and postpartum market.
• In May 2024, Nike introduced the Nike (M) Swoosh Bra as part of its expanding maternity collection to address the specific needs of nursing mothers. This new product was designed with a specialized moisture-managing material known as Nike Leak Protection to prevent visible milk leaks and featured a one-strap drop-down mechanism for convenient nursing access. The bra was engineered to accommodate wearable breast pumps and adjust to the fluctuating breast sizes common during pregnancy and postpartum. The launch underscored the company's commitment to innovating for motherhood by providing high-quality activewear that supports women through pregnancy and beyond.

Key Market Players

• Triumph Intertrade AG
• Mamaway Maternity Pty Ltd
• Inujirushi
• Bravado Designs Ltd.
• La Leche League International
• Cake Lingerie Pty Ltd
• KIN,Inc.
• Leading Lady Inc.
• Seraphine Ltd
• Blossom Inners Private Limited

By Type	By End-User	By Distribution Channel	By Region
Underwire Nursing Bra Wired Nursing Bra	Pregnant Women Lactating Women	Online and Offline	North America Europe Asia Pacific South America Middle East & Africa

Report Scope:

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

• Nursing Bras Market, By Type:

• Underwire Nursing Bra
• Wired Nursing Bra

• Nursing Bras Market, By End-User:

• Pregnant Women
• Lactating Women

• Nursing Bras Market, By Distribution Channel:

• Online and Offline

• Nursing Bras 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