EUROPE MATERNITY WEAR MARKET ANALYSIS

The Europe maternity wear market was valued at US$ 432.0 Mn in 2023 and is forecast to reach a value of US$ 674.4 Mn by 2030 at a CAGR of 6.6% between 2023 and 2030.

Market Drivers

• Growing number of pregnant working women: The increasing number of pregnant working women is driving the growth of the Europe 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.
• Business tactics are increasingly: The growing adoption of business strategies is projected to foster the 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.

Market Restraints:

Fluctuating birth rate is expected to hinder the market growth. Due to lifestyle decisions made in economically prosperous areas where birth control is widely available, mortality rates are low, and raising children can be expensive due to housing, education, and other costs, developed countries tend to have lower fertility rates.

Lack of awareness regarding maternity wear among consumers is expected to hinder the market growth.

Market Opportunities:

• E-commerce industry growth: Expansion of the e-commerce industry due to internet penetration and growing digital literacy is expected to provide potential growth opportunities for the market players. For instance, the 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: Increasing number of players expanding their presence in the market is again projected to bring promising opportunities for the market. For instance, in October 2021, Seraphine  opened a maternity store in New York and LA .

Market Trends:

The growing trend of buying cloths on rent is expected to uplift

The growing trend of buying cloths on rent is expected to uplift the market growth. For instance, in November 2021, Hyper and Boob Collaborates to provide clothes on rent. This will make it possible to rent smart and multifunctional clothes for pregnancy.

New product launches by key players will also favor the market growth. For instance, in March 2021, a U.K.-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.”

Market Segmentation  

• Europe Maternity Wear Market by Distribution Channel in 2022: The supermarkets and hypermarkets segment held a dominant position in the Europe maternity wear market in 2022, accounting for 45% shares in terms of volume, followed by specialty stores, online retail, and others, respectively.

Figure 1. Europe Maternity Wear Market by Distribution Channel in 2022

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• Europe Maternity Wear Market, by Product Type, in 2022: The top wear product segment held a dominant position in the Europe maternity wear market in 2022, accounting for 52.2% shares in terms of volume, followed by bottom wear, dresses and gowns, and innerwear, respectively. 

Figure 2. Europe Maternity Wear Market, by Product Type, in 2022

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Europe Maternity Wear Market - Impact of Coronavirus (COVID-19) Pandemic

During its initial phase, the COVID-19 pandemic severely affected the position of the consumer goods industry and had a detrimental impact on the growth of the maternity clothing market. The pandemic had a significant influence on the textile, garment, and fashion industries. In Europe's textile business, production plummeted by 26.9% between April and June 2020, when global coronavirus incidence peaked. In comparison, imports of textile products in Europe increased by 154.2% over the same period last year (April-June ).

Key Development

• In September 2020, launched its first-ever maternity active wear into the market. The Nike (M) collection, which retailed for US 45 to $85 online, was released on September 17 2020. It consists of four products that are tailored to the changing needs of women's bodies before, during, and after pregnancy.
• In April 2021, launched a range of maternity lingerie. Manufacturers are increasingly incorporating stretchable materials, such as elastane and spandex, in maternity wear, as the demand for fashionable products has risen recently.
• In November 2021, Hyper + Boob designed collaborates to provide clothes on rent. The two pioneers of sustainability initiated a cooperation that will make it possible to rent smart and multifunctional clothes for pregnancy. The companies hope to establish a new consumer behavior where renting clothes becomes a natural alternative for expectant and new mothers.

Competitive Landscape:

Key players Gap Inc., Seraphine, Isabella Oliver., H and M Hennes and Mauritz AB., Brunelli and co.  S.  R.  L, Mother care, Boob  Design, Pink  Blush  Maternity, Organic & More, and Adidas America Inc.

*Definition: 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 when women became more selective.