Maternity Products Market - By Product Type, By Application, By Pricing, By Distribution Channel & Forecast 2024 – 2032

Maternity Products Market Size

The global maternity products market size was valued at USD 42.1 billion in 2023 and is estimated to grow at a CAGR of 6.8% from 2024 to 2032. Expectant mothers are increasingly aware of the importance of specialized products during pregnancy and the postpartum period. This heightened awareness is driving a significant rise in demand for maternity-specific apparel, personal care items, and nutritional supplements designed to enhance maternal well-being.
 

Economic growth across various regions has led to higher disposable incomes, allowing consumers to allocate more funds towards premium maternity products. This trend is particularly pronounced in developing countries, where an expanding middle class is increasingly willing to invest in high-quality maternity wear and related products.
 

The expansion of online retail has significantly broadened access to maternity products for a wider audience. E-commerce platforms provide an extensive range of products, competitive pricing, and the convenience of home delivery. These factors contribute to the increased sales and growth of the market.
 

Maternity Products Market Trends

Expectant mothers are increasingly gravitating towards stylish and comfortable maternity clothing that aligns with contemporary fashion trends. This shift is significantly influenced by high-profile celebrities and influencers who prominently display chic maternity styles. Their influence has sparked a demand for apparel that accentuates the beauty of pregnancy rather than concealing it. In response, brands are introducing more fashionable and form-fitting maternity wear to meet this growing demand.
 

Traditional maternity clothing is witnessing a decline in popularity. A growing number of expectant mothers are opting for regular clothing in larger sizes or adaptable styles. This shift signifies a move away from conventional maternity-specific apparel, highlighting a desire for versatility and the intention to use the clothing beyond the pregnancy period.
 

In numerous developing nations, awareness of specialized maternity products remains limited. Cultural norms and restricted access to information often lead expectant mothers to rely on traditional practices rather than contemporary maternity care solutions. This lack of awareness results in subdued demand and the adoption of modern pregnancy care products. Premium maternity items, particularly those made from organic or specialized materials, typically come with higher price tags. Such pricing can be a significant barrier for budget-conscious consumers, especially in regions with lower disposable incomes. Consequently, pregnant women with limited financial resources often exhibit price sensitivity when purchasing pregnancy products.
 

However, regions such as Asia-Pacific and Latin America are experiencing rising disposable incomes and increased awareness of maternal health. This presents a substantial opportunity for companies to penetrate these markets by offering affordable, yet high-quality maternity products tailored to local preferences. For instance, the Asia-Pacific region, with its large population base and increasing consumer spending, is witnessing rapid growth. Additionally, there is a growing consumer preference for organic and natural maternity products, driven by concerns over the effects of synthetic chemicals on maternal and fetal health.
 

Maternity Products Market Analysis

Based on product type segments, the market is segmented into maternal apparel, personal care products, nutritional supplements, and maternity accessories. The personal care products segment holds the maximum share in the market and dominates the market with a revenue of 17.9 billion in 2023 and is anticipated to grow with a CAGR of 7% during the forecast period. The global market is predominantly driven by the personal care products segment, which commands the largest market share. This dominance is largely attributed to heightened consumer demand for items that prioritize skin health and comfort during and post-pregnancy. Products such as stretch mark creams, body restructuring gels, and skin-soothing creams have gained traction, effectively addressing prevalent pregnancy-related skin concerns.

Based on the distribution channel of the maternity products market, it is bifurcated into online and offline. The offline segment accounts for the major share of the market with 78.2% of the total market share and is expected to grow at a CAGR of 6.7% over the forecasted years. The offline segment continues to hold the largest share of the market. This dominance is primarily attributed to consumers' preference for in-store experiences, where they can personally assess product quality, fitness, and comfort critical factors for maternity items.
 

Physical retail stores, including specialty maternity shops, supermarkets, and pharmacies, provide customers with the opportunity to directly compare various options and receive personalized, in-person assistance. Despite the rapid growth of e-commerce, offline channels remain predominant, catering to the need for personalized service and immediate product access.
 

The U.S. dominated the maternity products market with a share of 75.4% of the total market share in North America in 2023 and is expected to grow at a CAGR of 6.8% during the forecast period. The U.S. leads the North American market, driven by high consumer awareness, advanced retail infrastructure, and significant disposable income levels. In North America, the demand for maternity products remains robust, with consumers increasingly prioritizing maternal health, comfort, and style during pregnancy and postpartum periods. The market's growth is further supported by a trend toward organic and natural personal care products, aligning with consumer preferences for safer, toxin-free options.
 

North America: In terms of country, the U.S. dominated the maternity products market with a share of around 75.4% of the total market share in North America in 2023 and is expected to grow at a CAGR of 6.8% during the forecast period. In the U.S., a well-established e-commerce landscape and a robust network of specialty maternity retailers contribute to its dominant position. Additionally, the U.S. market benefits from a rising number of working mothers, who seek both functional and fashionable maternity wear that aligns with professional and lifestyle needs. The combination of these factors positions the U.S. as a major driver of innovation and growth within the North American market.
 

Europe: The European maternity products market is expected to grow at a CAGR of 6.9% over the forecast period. Germany leads the European market, supported by a strong economy, high healthcare standards, and a well-informed consumer base that prioritizes maternal and infant health. German consumers show a growing preference for premium-quality, eco-friendly, and organic maternity products, aligning with the country’s sustainability values. Germany’s extensive retail networks, both offline and online, provide easy access to a wide variety of maternity products, while government policies supporting maternity leave and family welfare further drive demand. These factors, along with a stable birth rate and disposable income levels, have solidified Germany’s dominance in the European market.
 

Asia Pacific: China dominated the maternity products market in the Asia Pacific region with a market share of around USD 30.7% in 2023 and is anticipated to grow at a CAGR of 7.5% during the forecast period. China commands the market in the Asia Pacific region, driven by its substantial population and rising disposable incomes, particularly among urban households. The increasing awareness of maternal and infant health has led Chinese consumers to prioritize high-quality maternity products, including skincare, nutritional supplements, and maternity wear. The country's rapid urbanization and a shift towards smaller family sizes have heightened the demand for premium products, such as organic and eco-friendly options. Furthermore, the expansion of e-commerce has significantly enhanced the accessibility of a wide range of maternity products across China.
 

Maternity Products Market Share

The market is fragmented, with several regional companies operating on a global scale. Together these companies hold a market share of 10%-15% of the total market. In the fragmented maternity products market, companies adopt varied strategies to compete on a global scale. A significant number prioritize product diversification, offering a comprehensive range of items from maternity apparel to personal care products. Localization plays a pivotal role, as firms tailor their products to align with regional preferences and cultural nuances. To broaden their audience, brands leverage e-commerce platforms and social media channels, thereby enhancing convenience and fostering customer engagement.
 

Maternity Products Market Companies

Major players operating in the maternity products market are:

• A Pea in the Pod
• ASOS
• Cake
• Destination
• Frida
• Gap
• H&M Mama
• HATCH
• Isabella Oliver
• JoJo Maman Bébé
• Motherhood
• Old Navy
• PinkBlush
• Seraphine
• The Moms Co.
   

Maternity Products Market Industry News

• In December 2021, maternity apparel brand A Pea in the Pod reopened its physical retail presence by launching two new concept stores in Chicago and New York City. This strategic move marked the company's return to omnichannel retailing, following the closure of all its retail locations prior to the pandemic. The company collaborated with Leap, a retail platform, to facilitate the swift establishment of these physical stores, aiming to enhance customer engagement through a seamless blend of online and in-store experiences.
   
• In March 2021, A Pea in the Pod, launched an exclusive maternity capsule collection in collaboration with Something Navy, the New York City-based fashion and media brand founded by Arielle Charnas. This partnership introduced The Luxe Collection, a six-piece wardrobe designed to offer versatile, comfortable, and easy-to-wear styles suitable for both working from home and everyday outings.
   

The maternity products market research report includes in-depth coverage of the industry, with estimates & forecasts in terms of revenue (USD Billion) and Volume (Million Units) from 2021 to 2032, for the following segments:

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Market, By Product Type

• Maternal Apparel
  • Tops
  • Bottoms
  • Outerwear
  • Intimates
  • Sleepwear
• Personal Care Products
• Nutritional Supplements
• Maternity Accessories

Market, By Application

• Pregnancy
• Postnatal

Market, By Pricing

• Low
• Medium
• High

Market, By Distribution Channel

• Online
  • E-commerce
  • Company website
• Offline
  • Wholesales/Distributors
  • Hypermarkets/Supermarkets
  • Specialty stores
  • Others (multi-brand stores, etc.)

The above information is provided for the following regions and countries:

• North America
  • U.S.
  • Canada
• Europe
  • UK
  • Germany
  • France
  • Italy
  • Spain
• Asia Pacific
  • China
  • Japan
  • India
  • South Korea
  • Australia
  • Indonesia 
• Latin America
  • Brazil
  • Mexico
  • Argentina 
• MEA
  • Saudi Arabia
  • UAE
  • South Africa