| REPORT ATTRIBUTE |
DETAILS |
| Historical Period |
2019-2022 |
| Base Year |
2023 |
| Forecast Period |
2024-2032 |
| Maternity Active Wear market Size 2024 |
USD 6630 million |
| Maternity Active Wear market, CAGR |
5.07% |
| Maternity Active Wear market Size 2032 |
USD 10098.07 million |
Market Overview:
The Global Maternity Active Wear market is projected to grow from USD 6630 million in 2024 to USD 10098.07 million by 2032, expanding at a CAGR of 5.07%,
The maternity activewear market is experiencing robust growth driven by increasing awareness of the importance of fitness during pregnancy, coupled with the rising trend of athleisure. Expectant mothers are prioritizing comfort without compromising on style, leading to a surge in demand for functional yet fashionable activewear. Brands are responding by innovating with moisture-wicking, stretchable fabrics that accommodate changing body shapes. Additionally, the growing influence of social media and wellness influencers has amplified the adoption of maternity activewear as a lifestyle choice. E-commerce channels are also playing a pivotal role, offering a wide range of options and convenient shopping experiences. With a focus on sustainability, many brands are incorporating eco-friendly materials, appealing to the environmentally conscious consumer. The market is expected to expand further as the global maternity population increases, and the preference for versatile, multipurpose clothing continues to rise.
The global maternity activewear market is experiencing significant growth, driven by rising awareness of health and fitness among expectant mothers. Geographically, North America dominates the market due to a high demand for premium and comfortable maternity wear, supported by strong purchasing power and a growing fitness trend among pregnant women. Europe and Asia-Pacific are also key regions, with Asia-Pacific expected to see the fastest growth due to increasing urbanization, rising disposable incomes, and a growing awareness of prenatal fitness. Leading players in the market, such as Nike, H&M, and ASOS, are actively expanding their product lines to cater to the growing demand. These companies focus on innovation, comfort, and style, ensuring their offerings meet the unique needs of expectant mothers while maintaining functionality for various fitness activities. The competitive landscape is further intensified by the entry of new brands, particularly in the online retail segment.
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Market Drivers:
Increasing Awareness of Maternal Health:
In 2024, there is a growing focus on maternal health, influencing the demand for maternity active wear. This trend is driven by the recognition of the importance of physical activity during pregnancy. For instance, a recent survey found that expecting mothers prioritize fitness during their pregnancies, contributing to growth in the maternity active wear market. Pregnant women are increasingly seeking comfortable and supportive clothing that accommodates their changing bodies while promoting wellness.
Rising Popularity of Athleisure:
The athleisure trend continues to gain momentum in 2024, contributing to the growth of the maternity active wear market. Consumers are gravitating towards versatile clothing that seamlessly transitions from workout sessions to daily activities. For instance, 65% of women prefer athleisure wear for both exercise and casual wear, resulting in increase in market share for maternity active wear. Athleisure’s appeal lies in its blend of comfort and style, making it a preferred choice for expecting mothers.
Advancements in Fabric Technology:
Innovations in fabric technology are significantly enhancing the appeal of maternity active wear. New materials offering improved breathability, stretch, and moisture-wicking properties are driving market expansion. For instance, the introduction of moisture-wicking fabrics and enhanced stretch materials has led to market share increase for maternity active wear. Such technological advancements address the needs of pregnant women for both functionality and comfort.
Growing E-Commerce Presence
The expansion of e-commerce platforms is facilitating greater access to maternity active wear, contributing to its market growth. Online shopping provides a convenient option for expectant mothers to explore and purchase specialized active wear. For instance, a report shows that online sales for maternity active wear have increased this year due to the rise of targeted digital marketing and easy online access. This shift towards digital retail is expanding the reach of maternity active wear.
Market Trends:
Increasing Demand for Versatile and Stylish Apparel:
In 2024, the maternity activewear market is significantly driven by the rising demand for versatile and stylish clothing that caters to both comfort and fashion. As more women continue to lead active lifestyles during pregnancy, there is a growing need for activewear that adapts to different stages of pregnancy and postpartum. Consumers are prioritizing apparel that combines functionality with aesthetics, allowing them to seamlessly transition from workouts to everyday activities. For instance, sales of versatile maternity activewear pieces, such as leggings with adjustable waistbands and supportive sports bras, have surged as expectant mothers seek options that offer both comfort and style throughout their pregnancy journey. This trend also reflects a broader shift in consumer behaviour where functionality and fashion intersect. The increasing awareness of the benefits of physical activity during pregnancy further fuels the demand for such apparel, as women look for clothing that supports their active routines while keeping them stylish. The integration of performance fabrics that offer stretch, moisture-wicking, and breathability into maternity wear is another key factor contributing to this demand.
Rising Focus on Sustainability:
Sustainability remains a critical trend in the maternity activewear market in 2024, as consumers become more environmentally conscious and demand eco-friendly and ethically produced clothing. Brands are responding to this demand by incorporating sustainable practices into their manufacturing processes and sourcing materials that have a lower environmental impact. For instance, consumer preference for maternity activewear made from sustainable materials, such as organic cotton, bamboo, and recycled polyester, has increased in 2024. This shift towards sustainability is not just about the materials used but also involves greater transparency in the supply chain, ethical labour practices, and reducing carbon footprints. Brands that successfully align with these values are gaining a competitive edge, attracting a loyal customer base that prioritizes both environmental responsibility and quality in their purchasing decisions.
Market Challenges Analysis:
Limited Product Innovation:
The maternity activewear market is currently grappling with a significant challenge due to limited product innovation. Despite the growing demand for fitness apparel specifically designed for expectant mothers, many brands are falling short in offering designs that stand out or provide advanced functionality. This lack of differentiation and innovation can hinder market growth, as today’s pregnant women are increasingly seeking activewear that seamlessly blends style with enhanced performance features. The absence of innovative features, such as adjustable support mechanisms, moisture-wicking fabrics, or multi-functional designs that adapt to the changing needs of pregnancy, limits the appeal of existing products in the market. Brands that fail to address these evolving needs may find themselves struggling to capture and retain a larger share of the market. In an era where consumers are more informed and discerning than ever, product innovation is not just desirable, but a necessity for brands to stay competitive and relevant.
Balancing Comfort and Aesthetics:
Another significant challenge that the maternity activewear market faces is striking the right balance between comfort and aesthetics. Pregnant consumers understandably prioritize comfort, but many activewear options on the market do not adequately cater to this need while also offering stylish designs. This gap in the market can lead to dissatisfaction among potential buyers who are in search of options that are both functional and fashionable. Some maternity activewear may prioritize style at the expense of the support required for changing body shapes, resulting in discomfort during physical activity. Brands that do not successfully integrate both elements – comfort and style – may face difficulties in meeting consumer expectations and driving market adoption. In the end, the success of a brand in the maternity activewear market hinges on its ability to understand and cater to the unique needs of its target consumers, providing them with products that make them feel comfortable, supported, and stylish.
Market Segmentation Analysis:
By Product type
The maternity activewear market is segmented by product type and material, each catering to different needs of pregnant women. By product type, the market includes leggings and tights, sports bras, tops and shirts, and shorts and capris. Leggings and tights are the most popular choice due to their superior comfort and flexibility. Designed with high waistbands and stretchy fabrics, they support a growing belly while allowing for a range of physical activities such as yoga and jogging. Sports bras, another critical segment, offer additional support with features like adjustable straps and wider bands, catering to both low and high-impact activities. Tops and shirts, including tank tops, long-sleeve shirts, and hoodies, provide versatility and comfort with moisture-wicking materials. Shorts and capris are chosen for their breathability and adjustability, making them ideal for warmer climates or casual exercise.
By Material
The market features cotton blends, nylon and spandex, modal and bamboo, and polyester. Cotton blends are valued for their softness and breathability, though they may lack the stretch needed for intensive workouts. Nylon and spandex, often combined, are popular for their durability and elasticity, making them suitable for high-impact activities and ensuring a good range of motion. Modal and bamboo fabrics stand out for their exceptional softness and moisture-wicking properties, which are beneficial for sensitive skin and lighter exercise. Polyester is favoured for its quick-drying and moisture-wicking capabilities, providing comfort during more demanding physical activities. This diverse material range ensures that maternity activewear can meet various comfort, support, and performance needs, catering to the unique requirements of pregnant women.
Segmentation:
Based on Product Type
- Maternity Tops
- T-shirts
- Blouses
- Others (Tunics, etc)
- Maternity Bottoms
- Pants
- leggings
- Skirts
- Shorts
- Maternity Outerwear
- Jackets
- Coats
- Others (Sweaters, etc)
- Maternity Intimates
- Nursing bras
- Lingerie
- Others (Camisoles, etc)
- Maternity sleepwear
- Nightgowns
- Sleep Shirts
- Lounge Pants
- Others (Pajama Sets, robes, etc)
Based on Material
- Cotton
- Polyester
- Spandex
- Modal
- Others
Based on Price Range
- Low (Upto $50)
- Medium ($50 – $100)
- High (Above $100)
Based on Distribution Channel
- Online
- E-Commerce
- Company Website
- Offline
- Wholesales/Distributors
- Hypermarkets/Supermarkets
- Specialty Stores
- Multi-Brand Stores
Based on Geography
- North America
- Europe
- UK
- Germany
- France
- Italy
- Spain
- Rest of Europe
- Asia Pacific
- China
- Japan
- India
- South Korea
- Australia
- Malaysia
- Indonesia
- Rest of Asia Pacific
- Latin America
- Brazil
- Mexico
- Rest of Latin America
- MEA
- Saudi Arabia
- UAE
- South Africa
- Rest of MEA
Regional Analysis
North America
In North America, the maternity activewear market is experiencing robust growth driven by increasing awareness of health and wellness among expectant mothers. The market is characterized by a high demand for premium, technologically advanced products that offer superior comfort and functionality. The United States and Canada are major contributors, with a significant focus on sustainable and innovative materials. Key factors driving this growth include the rising prevalence of fitness-oriented lifestyles and a growing emphasis on prenatal care. Retailers in this region are leveraging e-commerce platforms and brick-and-mortar stores to cater to a diverse consumer base, offering a range of products from high-performance activewear to everyday comfort wear. Additionally, North American consumers exhibit a preference for brands that emphasize both style and functionality, further fuelling market expansion.
Asia-Pacific
In the Asia-Pacific region, the maternity activewear market is rapidly evolving, driven by rising disposable incomes and increasing awareness of maternal health. Countries such as China, India, and Japan are witnessing growing demand for maternity activewear due to urbanization and the expanding middle class. The market is marked by a shift towards affordable yet stylish and functional products that cater to both fitness and casual wear needs. Local and international brands are expanding their presence through online retail channels, which are increasingly popular due to convenience and the growing internet penetration. Additionally, there is a notable trend towards incorporating traditional fabrics and designs into modern maternity activewear, reflecting regional cultural preferences while meeting global standards of comfort and performance. The market in Asia-Pacific is expected to continue its upward trajectory as more consumers prioritize health and wellness during pregnancy.
Europe
Europe stands as a pivotal market for maternity activewear, bolstered by the presence of numerous leading brands and a technologically advanced infrastructure. The region’s stringent regulatory standards, which prioritize product quality and safety, play a crucial role in shaping the market dynamics. These standards not only ensure the reliability of the products but also instil consumer confidence. Furthermore, the high demand for maternity activewear in Europe is driven by a consumer base that values both comfort and style during pregnancy. This consumer demand, paired with the region’s commitment to quality and safety, propels the growth of the maternity activewear market in Europe. As such, Europe continues to be a significant contributor to the global maternity activewear landscape.
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Key Players:
- Adidas AG
- ASOS Plc (ASOS Maternity)
- Boob Design AB
- Cake Maternity Pty Ltd
- Gap Inc
- H&M
- Hatch Collection LLC
- Inditex-group
- Ingrid & Isabel, LLC
- Isabella Oliver Limited
Competitive Analysis:
The maternity activewear market is highly competitive, with leading brands such as Lululemon Athletica, Nike, and Under Armour dominating the sector. These companies utilize their strong market presence and advanced technology to deliver high-performance and stylish maternity wear, integrating features like moisture-wicking fabrics, adjustable support, and ergonomic designs. Their established reputations and extensive distribution networks enable them to reach a broad consumer base, reinforcing their competitive edge through continuous product innovation and brand loyalty. Emerging brands and specialized players, such as Seraphine, Blanqi, Hatch, and Motherhood Maternity, are also gaining traction by targeting niche segments and leveraging direct-to-consumer models. Seraphine combines fashion with functionality, while Blanqi focuses on innovative compression materials for enhanced support. Direct-to-consumer brands like Hatch and Motherhood Maternity use e-commerce platforms to offer personalized experiences and competitive pricing, appealing to a growing segment of health-conscious consumers. This dynamic competitive landscape necessitates that all players—both established and new—constantly evolve their product offerings and adapt to shifting consumer preferences to maintain market relevance.
Recent Developments:
- In April 2023, Bumpsuit, a popular maternity clothing brand favored by celebrities, opened its first temporary retail location at The Grove shopping centre in Los Angeles. Established by model Nicole Trunfio in March 2020, the brand’s mission is to offer stylish and cozy choices for expectant mothers. Among their recent offerings is the innovative Armadillo Baby Carrier.
- In May 2023, Destination Maternity introduced its latest Spring/Summer collection exclusively at Walmart, featuring trendy maternity clothing and essential intimates designed for expectant and new mothers. This initiative represented a deliberate strategic adjustment for the brand, operating under the umbrella of parent company Marquee Brands, with the objective of meeting the varied demands of consumers.
- In March 2024, H&M Group and Vargas Holding unveiled Syre, and its collaboration aimed at advancing textile-to-textile recycled polyester, marking a significant stride toward sustainability in the fashion industry.
- In March 2024, Converse launched the Chuck Taylor All-Star Play Lite CX, tailored specifically for Kids, promising a fusion of comfort, style, and durability to delight young sneaker enthusiasts.
Market Concentration & Characteristics:
The maternity activewear market features moderate concentration, with leading brands like Lululemon Athletica, Nike, and Under Armour dominating due to their strong brand presence and advanced technological offerings. These major players leverage their extensive distribution networks and resources to capture significant market share. Concurrently, niche and direct-to-consumer brands such as Seraphine, Blanqi, Hatch, and Motherhood Maternity are gaining traction by targeting specific consumer needs and differentiating themselves with unique product attributes. The market is characterized by a growing demand for both functionality and style, driven by increasing health and wellness awareness among expectant mothers. Innovation in materials and designs, coupled with the expansion of e-commerce channels, continues to shape the market dynamics and fuel ongoing growth.
Report Coverage:
The research report offers an in-depth analysis based on Product types, Material, Price range, Distribution channel and Geography. It details leading market players, providing an overview of their business, product offerings, investments, revenue streams, and key applications. Additionally, the report includes insights into the competitive environment, SWOT analysis, current market trends, as well as the primary drivers and constraints. Furthermore, it discusses various factors that have driven market expansion in recent years. The report also explores market dynamics, regulatory scenarios, and technological advancements that are shaping the industry. It assesses the impact of external factors and global economic changes on market growth. Lastly, it provides strategic recommendations for new entrants and established companies to navigate the complexities of the market.
Future Outlook:
1. The Maternity Active Wear Market is expected to witness significant growth in the coming years.
2. This growth is driven by factors such as changing consumer preferences, advancements in fabric technology, and the increasing importance of fitness among expecting mothers.
3. The market is seeing a surge in demand for comfortable and fashionable activewear designed specifically for maternity needs.
4. Manufacturers are focusing on incorporating advanced fabric technologies and innovative designs to provide optimal support and comfort to pregnant women.
5. The rising trend of athleisure wear has further fueled the demand for maternity activewear.
6. The market is also benefiting from the proliferation of online shopping platforms, making it easier for pregnant women to access a wide range of maternity activewear options.
7. Despite advancements, some brands still offer limited size and style options, which may not cater to the diverse needs and preferences of pregnant women.
8. The market is geographically diverse, with each region contributing to the market’s growth in unique ways.
9. The future of the market looks promising, with each region expected to witness substantial growth due to the increasing demand for comfortable, functional, and stylish maternity activewear.
10. As the market continues to evolve, embracing inclusivity, sustainability, and versatility, it paves the way for a flourishing future where expecting mothers can confidently embrace their active lifestyles with comfort and style.
