Maternity Wear is clothing worn by women who are pregnant. The purpose of the clothing is to accommodate the change in body size during pregnancy. Maternity clothing originated during the middle ages and was only later made fashionable when women became more selective.
The Europe maternity wear market was valued at US$ 409.84Mn in 2021 and is forecast to reach a value of US$ 630.1 Mn by 2030 at a CAGR of 5.20% between 2022 and 2030.
Top wear product segment held dominant position in the Europe maternity wear market in 2021, accounting for 52.2% share in terms of volume, followed by Europe and Asia Pacific, respectively.
Figure 1. Europe Maternity Wear Market Value Share (%), By Product Type, 2021
In March 2021, UK-based premium maternity brand Isabella Oliver launched its first 100 percent sustainable and ethical maternity capsule collection for Spring/summer 2021, as part of its continuing commitment to “drive lasting positive change in the fashion industry with sustainable practices and an ethical supply chain”.
Increasing number of pregnant working women is driving growth of the maternity wear market. Expectant and nursing mothers need special protection to prevent harm against their or their infants' health. Pregnancy and maternity are vulnerable for working women. They need adequate time to give birth, recover, and nurse their children. In this condition, maternity wear provides comfort and flexibility to women during or after pregnancy. Market
Growing adoption of business strategies is again projected to fostering market growth. For instance, in January 20, 2021, Isabella Oliver (a premium maternity brand) adopted the market penetration strategy and launched a new rental program to improve its reach and increase the longevity of maternity clothing. The brand offered its customers a new range of options to rent a dress, including party wear and fundamental pregnancy essentials, for two weeks, before returning them free of charge.
|Base Year:||2021||Market Size in 2021:||US$ 409.84 Mn|
|Historical Data for:||2017 to 2021||Forecast Period:||2022 to 2030|
|Forecast Period 2022 to 2030 CAGR:||5.20%||2030 Value Projection:||US$ 630.1 Mn|
Gap Inc., Seraphine, Isabella Oliver., H and M Hennes and Mauritz AB., Brunelli and co. S. R. L, Mothercare, Boob Design, Pink Blush Maternity, Organic & More, and Adidas America Inc
|Restraints & Challenges:||
Figure 2. Europe Maternity Wear Market Value Share (%), By Distribution Channel, 2021
Fluctuating birth rate is expected to hinder market growth. The developed countries tend to have a lower fertility rate due to lifestyle choices associated with economic affluence where mortality rates are low, birth control is easily accessible, and children often can become a financial drain caused by housing, education cost and other cost involved in bringing up children
Lack of awareness regarding maternity wear among consumers is expected to hinder the market growth.
Expansion of e-commerce industry due to internet penetration and growing digital literacy is expected to provide potential growth opportunities for the market players. For instance, key players in the apparel industry, such as Seraphine, Mothercare, Isabella Oliver, and Gap, are focusing on product innovations and launching their products on various online retail platforms to serve the vast consumer base.
Increasing number of players expanding their presence in the market is again projected to bring bright opportunities for the market. For instance, in October 2021, Seraphine opens maternity store in New York and LA, Seraphine has expanded in the US, New York and LA at prime locations of the cities.
Market Trends/Key Takeaways:
Growing trend of buying cloths on rent is expected to uplift the market growth. For instance, in November 2021, Hyper and Boob design collaborates to provide clothes on rent. This will make it possible to rent smart, multifunctional clothes for pregnancy
New product launch by key players will also favour the market growth. For instance, in March 2021, UK-based premium maternity brand Isabella Oliver launched its first 100 percent sustainable and ethical maternity capsule collection for Spring/summer 2021, as part of its continuing commitment to “drive lasting positive change in the fashion industry with sustainable practices and an ethical supply chain”.
Maternity wear is clothing worn by expecting women. Its purpose is to accommodate the changes in a woman's body during pregnancy.
Growing number of pregnant working women coupled with the expansion of e-commerce industry are major factor contributing to market growth. Moreover, increasing purchasing power and changing lifestyle of consumer are further anticipated to foster market growth.
On the other hand, fluctuating birth rate is expected to hinder the market growth.
Key features of the study: