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Maternity and Nursing Bras Market By Type (Underwire Nursing Bras, Wireless Nursing Bras); By Application (Pregnant Women, Lactating Women); By Region – Growth, Share, Opportunities & Competitive Analysis, 2024 – 2032

Price: $4999

Published: | Report ID: 36899 | Report Format : PDF
Historical Period  2019-2022
Base Year  2023
Forecast Period  2024-2032
Maternity and Nursing Bras Market Size 2023  USD 1407.68 Million
Maternity and Nursing Bras Market, CAGR  11.93%
Maternity and Nursing Bras Market Size 2032  USD 3500.46 Million

Market Overview

The Maternity and Nursing Bras Market is anticipated to witness significant growth, with market value projected to increase from USD 1407.68 million in 2023 to USD 3500.46 million by 2032, exhibiting a robust compound annual growth rate of 11.93%. The Maternity and Nursing Bras Market has emerged as a crucial segment within the broader apparel industry, catering specifically to the unique needs of expecting and nursing mothers. This market segment has experienced consistent growth and evolution, driven by various factors such as changing demographics, increasing awareness about maternal health, and continuous advancements in product innovation and design. With the global population of women entering motherhood on the rise, driven by factors like increasing birth rates and societal trends such as delayed childbearing and family planning, the demand for maternity and nursing apparel, including bras, has witnessed a significant surge. Expecting and nursing mothers prioritize comfort, functionality, and convenience when selecting undergarments, particularly during periods of physical changes such as pregnancy and breastfeeding. Maternity and nursing bras designed to provide adequate support, flexibility, and ease of use have thus become indispensable wardrobe staples for many women, driving demand in the market.

Manufacturers and retailers in the Maternity and Nursing Bras Market have been actively engaged in introducing new materials, technologies, and features aimed at enhancing the comfort and functionality of their products. From seamless designs and adjustable straps to moisture-wicking fabrics and specialized support features, these innovations cater to the specific needs of pregnant and nursing women, further fueling market growth. Additionally, the evolving retail landscape and changing consumer preferences have contributed to the expansion of the market. Online channels and e-commerce platforms have gained popularity among consumers seeking convenience and variety in shopping for maternity and nursing apparel. This shift towards digital retailing has enabled greater accessibility to a wider range of products and brands, thereby driving sales in the market.

Moreover, increased investment and focus on women’s health and wellness have also played a significant role in driving demand for maternity and nursing bras. Healthcare professionals and organizations emphasize the importance of proper support and comfort during pregnancy and breastfeeding to promote maternal health and prevent complications such as mastitis and back pain. Consequently, there is a growing recognition of maternity and nursing bras as essential components of maternity care, further boosting demand for these products. However, despite the positive growth trajectory, the Maternity and Nursing Bras Market faces certain challenges and constraints. The perception of maternity and nursing bras as niche or specialty products may limit mainstream adoption and awareness, while price sensitivity among consumers, particularly in emerging markets, can pose a barrier to market penetration due to the premium pricing of these products compared to conventional lingerie. Addressing these challenges will be crucial for sustaining the growth momentum of the Maternity and Nursing Bras Market and ensuring equitable access to essential maternity and nursing apparel worldwide.

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Segmentation Analysis

By Type:

Maternity and Nursing Bras Market can be segmented into two main types: Underwire Nursing Bras and Wireless Nursing Bras. Underwire nursing bras offer structured support akin to traditional bras, but with additional features catering to nursing mothers. These bras provide enhanced support and shaping, making them suitable for women who prefer structured fits during pregnancy and breastfeeding. On the other hand, wireless nursing bras, also known as soft cup or seamless nursing bras, offer a more flexible and relaxed fit without rigid underwire. These bras prioritize comfort, featuring soft, stretchable fabrics ideal for sensitive breasts during pregnancy and lactation.

By Application:

The market further segments by application into Pregnant Women and Lactating Women. Maternity bras for pregnant women are designed to adapt to changing breast sizes, providing comfort and support throughout pregnancy. Featuring stretchable fabrics and adjustable straps, these bras accommodate breast tenderness and swelling common during pregnancy. Nursing bras for lactating women facilitate breastfeeding with convenient nursing clips or panels for easy access. These bras prioritize accessibility and comfort, offering features such as multiple hook-and-eye closures and stretchable cups to accommodate fluctuations in breast size and milk supply.


By Type:

  • Underwire Nursing Bras
  • Wireless Nursing Bras

By Application:

  • Pregnant Women
  • Lactating Women

By Region:

  • North America
    • The U.S.
    • Canada
    • Mexico
  • Europe
    • Germany
    • France
    • The U.K.
    • Italy
    • Spain
    • Rest of Europe
  • Asia Pacific
    • China
    • Japan
    • India
    • South Korea
    • South-east Asia
    • Rest of Asia Pacific
  • Latin America
    • Brazil
    • Argentina
    • Rest of Latin America
  • Middle East & Africa
    • GCC Countries
    • South Africa
    • Rest of Middle East and Africa

Market Drivers

Increasing Awareness of the Benefits of Breastfeeding:

Breastfeeding is widely acknowledged as the optimal source of nutrition for infants, providing essential nutrients and antibodies crucial for their growth and development. For instance, the World Health Organization states that breastfeeding is one of the most effective ways to ensure child health and survival. If breastfeeding were scaled up to near universal levels, about 820,000 child lives would be saved every year. As awareness of these benefits continues to grow among mothers worldwide, there is a corresponding increase in demand for products that support breastfeeding, including maternity and nursing bras. Mothers recognize the importance of investing in quality bras that offer comfort, support, and accessibility, enhancing their breastfeeding experience. This heightened awareness underscores the significance of maternity and nursing bras as essential tools for facilitating successful breastfeeding journeys, thereby driving market growth.

Growing Disposable Income and Rising Standards of Living:

With disposable income on the rise in many regions globally, mothers are increasingly willing to allocate resources towards products that enhance their comfort and well-being during pregnancy and breastfeeding. For instance, in 2022, global disposable incomes and expenditure per household are both expected to grow by 2.6%. As standards of living improve, there is a greater emphasis on quality-of-life factors, including comfortable and supportive undergarments like maternity and nursing bras. Mothers prioritize investing in bras that offer superior comfort, durability, and functionality, reflecting a shift towards higher standards of care and self-care practices. This trend contributes to the expansion of the maternity and nursing bras market, as consumers seek products that align with their evolving lifestyle preferences.

Increased Participation of Women in the Workforce:

The growing participation of women in the workforce has significant implications for the demand for maternity and nursing bras. With more mothers choosing to continue working after having children, there is a heightened need for bras that seamlessly transition between professional settings and breastfeeding sessions. Maternity and nursing bras that offer both comfort and style become essential for working mothers, allowing them to navigate their professional and maternal roles with confidence and ease. Consequently, the market experiences a surge in demand for bras that combine functionality with fashion, catering to the diverse needs of modern, career-oriented mothers.

Growing Popularity of Online Shopping:

The proliferation of online shopping platforms has revolutionized the way mothers access and purchase maternity and nursing bras. The convenience and accessibility offered by online retail channels have empowered mothers to explore a broader range of products and brands from the comfort of their homes. Online shopping eliminates geographical barriers, enabling mothers in remote areas to access specialized maternity and nursing bras that may not be available locally. This increased convenience and variety drive demand in the market, as mothers prioritize ease of shopping and product diversity when selecting bras to support their breastfeeding journey.

Celebrity Endorsements:

Celebrity endorsements play a significant role in shaping consumer perceptions and preferences, particularly in the realm of motherhood and breastfeeding. Celebrity moms who openly advocate for breastfeeding and endorse maternity and nursing bras can help normalize breastfeeding practices and reduce stigma surrounding breastfeeding in public. Their influential endorsements can inspire confidence in other mothers, encouraging them to prioritize breastfeeding and invest in supportive undergarments like maternity and nursing bras. As celebrity endorsements amplify awareness and acceptance of breastfeeding, the demand for related products, including bras, is likely to experience a corresponding uptick, further driving market growth.

Market Trends

Focus on Comfort and Functionality:

Maternity and nursing bras are undergoing a significant evolution, with a notable focus on enhancing comfort and functionality for expecting and nursing mothers. For instance, seamless designs have become increasingly popular, offering a smooth and comfortable fit that eliminates chafing and visible lines under clothing. These bras provide mothers with a flattering silhouette and enhanced comfort throughout the day. Moreover, there is a growing demand for maternity and nursing bras made from supportive materials, such as high-quality, breathable fabrics with excellent stretch properties. These materials accommodate the natural changes in breast size and shape that occur during pregnancy and nursing, offering optimal support and comfort to mothers throughout their maternity and breastfeeding journey.

Inclusivity and Diversity:

Maternity and nursing bra brands are increasingly recognizing the importance of inclusivity and diversity in their product offerings. There is a growing trend towards offering a wider range of sizes to accommodate different body types and breast shapes, ensuring that all mothers, regardless of their body size or shape, can find bras that provide the perfect fit and support. Furthermore, adaptable designs such as convertible bras that can be worn during pregnancy, nursing, and beyond are gaining popularity among mothers. These versatile bras adapt to the changing needs of mothers throughout their maternity and breastfeeding journey, offering long-lasting comfort and functionality.

Sustainability and Wellness:

The shift towards sustainability and wellness has influenced the development of maternity and nursing bras, with an increasing emphasis on eco-friendly materials and features that promote overall wellness. Mothers are showing a growing preference for bras made from sustainable materials such as organic cotton, which offer softness, breathability, and durability while minimizing environmental impact. Additionally, maternity and nursing bras with built-in back support features are becoming increasingly sought after by mothers. These bras provide essential support to alleviate posture challenges commonly experienced during pregnancy and breastfeeding, promoting overall wellness and comfort for mothers.

Direct-to-Consumer and Online Sales:

The rise of direct-to-consumer and online sales channels has transformed the way mothers shop for maternity and nursing bras, offering unparalleled convenience and access to a wider selection of brands and products. With the convenience of online shopping, mothers can browse and purchase bras from the comfort of their homes, eliminating the need for traditional brick-and-mortar shopping. Furthermore, emerging subscription box services cater specifically to the needs of expectant and nursing mothers by offering curated selections of maternity and nursing bras based on their stage of pregnancy or nursing journey. These subscription services provide mothers with personalized recommendations and convenience, ensuring they have access to the bras they need when they need them.

Market Restraints and Challenges

Lack of Knowledge:

In certain regions, particularly in developing countries, there exists limited awareness regarding the existence and benefits of maternity and nursing bras. Cultural norms may also discourage the use of bras altogether during pregnancy, further exacerbating the lack of awareness. This dearth of knowledge can hinder mothers from recognizing the importance of proper breast support during pregnancy and nursing, potentially leading to discomfort and health issues.

Price Limitations:

One of the significant challenges faced by mothers, especially those from low-income backgrounds, is the relatively higher cost of maternity and nursing bras compared to regular bras. The price disparity can act as a deterrent, limiting access to these essential garments for mothers who are already facing financial constraints. As a result, affordability becomes a significant barrier, preventing some mothers from investing in the comfort and support offered by maternity and nursing bras.

Poor Fit Concerns:

Finding a well-fitting maternity or nursing bra can present a considerable challenge due to the fluctuation in breast size experienced during pregnancy and breastfeeding. Ill-fitting bras not only cause discomfort but can also restrict milk production and lead to various health issues such as mastitis. The lack of proper fit options exacerbates the challenge for mothers in obtaining bras that adequately support and accommodate their changing bodies.

Limited Availability:

Another challenge faced by mothers is the limited variety of styles and sizes offered in maternity and nursing bras compared to regular bras. This limited availability makes it harder for some women to find bras that meet their specific needs and preferences. As a result, mothers may struggle to find bras that provide the necessary comfort, support, and functionality required during pregnancy and nursing.

Economic Fluctuations:

Economic downturns can significantly impact the purchasing power of consumers, including mothers in need of maternity and nursing bras. Decreased disposable income during such periods may lead mothers to prioritize essential expenses over non-essential purchases like maternity bras, thereby affecting market demand. Economic instability poses a challenge for both consumers and manufacturers in the maternity and nursing bra market.

Geopolitical Issues:

Geopolitical factors such as political unrest or global events can disrupt supply chains, impacting the availability of raw materials or finished products essential for manufacturing maternity and nursing bras. Supply chain disruptions can lead to delays in production, shortages of inventory, and increased costs, ultimately affecting both suppliers and consumers in the market. Political instability on a global scale adds a layer of uncertainty to the maternity and nursing bra market, requiring manufacturers to navigate complex challenges to ensure product availability and continuity of supply.

Key Players

  • Bravado
  • Destination Maternity (Motherhood)
  • Triumph
  • La Leche League
  • Anita
  • Medela
  • Cake Maternity
  • Leading Lady
  • Cantaloop
  • Rosemadame
  • Senshukai
  • Wacoal (Elomi)
  • Sweet Mommy
  • Mamaway
  • O.C.T. Mami
  • Happy House
  • Hubo
  • Embry
  • Aimer

Recent Developments

In December 2023, Lunnie, a community-led nursing bra brand headquartered in the United States, established a partnership with Kettering Health, a non-profit healthcare system, aimed at supplying nursing bras to mothers in Dayton.

Regional Analysis

North America

The North American region commands a significant share of the global Maternity and Nursing Bras market, accounting for approximately 35% of total revenue. The United States and Canada are the primary contributors, driven by factors such as high disposable incomes, increasing awareness about the benefits of nursing bras, and a growing emphasis on maternal health and comfort. Major players like Bravado Designs, Leading Lady, and Cake Maternity have established a strong presence in this region, offering a wide range of innovative and comfortable products.


Europe holds a substantial market share of around 28% in the Maternity and Nursing Bras industry. Countries like the United Kingdom, Germany, France, and Italy are significant contributors to this region’s market. European consumers exhibit a high level of brand awareness and a willingness to invest in quality maternity and nursing bras. Leading brands such as Anita, Hotmilk Lingerie, and Glamourmom have successfully captured a loyal customer base by offering products that prioritize comfort, support, and style.

Asia Pacific

The Asia Pacific region is experiencing rapid growth in the Maternity and Nursing Bras market, with a current market share of approximately 22%. Countries like China, India, Japan, and Australia are key drivers of this expansion. Factors such as increasing disposable incomes, rising birth rates, and a growing acceptance of western fashion trends have contributed to the market’s growth. Major brands like Mamaway, Cake Lingerie, and Aimer have established strong footholds in this region, offering affordable and culturally relevant products.

Latin America

The Latin American market for Maternity and Nursing Bras accounts for around 10% of the global market share. Brazil and Mexico are the primary contributors to this region’s growth. Rising awareness about the importance of maternal comfort and the increasing purchasing power of middle-class consumers have fueled demand for these specialized bras. Local brands like Moms Nami and Mamitte have gained popularity by offering affordably priced products tailored to the region’s preferences.

Middle East and Africa

The Middle East and Africa region holds a relatively smaller market share of approximately 5% in the Maternity and Nursing Bras industry. However, this region presents significant growth opportunities driven by increasing birth rates, rising disposable incomes, and a growing emphasis on maternal health and wellness. Countries like Saudi Arabia, the United Arab Emirates, and South Africa are emerging as key markets. International brands like Bravado Designs and Anita have begun to establish a presence in these markets, offering products tailored to local preferences and cultural sensitivities.

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Future Outlook

  1. Continued Growth: The Maternity and Nursing Bras Market is poised for sustained expansion, driven by increasing demand for comfortable and supportive undergarments among expecting and nursing mothers.
  2. Technological Advancements: Ongoing innovations in materials and design are expected to lead to the development of bras that offer enhanced comfort, support, and functionality tailored to the unique needs of mothers.
  3. Emphasis on Sustainability: There is a growing focus on eco-friendly materials and sustainable manufacturing practices in response to consumer demand for environmentally conscious products.
  4. Expansion of Size Ranges: Maternity and nursing bra brands are likely to offer a wider range of sizes to accommodate diverse body types and ensure a better fit for all mothers.
  5. Accessibility Improvements: Efforts to increase accessibility through online retail channels and partnerships with healthcare providers are expected to make maternity and nursing bras more readily available to mothers worldwide.
  6. Inclusive Design: Bras designed to be inclusive of different body shapes and stages of pregnancy and nursing will become more prevalent, catering to a broader range of mothers’ needs.
  7. Customization Options: Personalized and customizable bra options may become more widespread, allowing mothers to tailor their undergarments to their specific preferences and requirements.
  8. Focus on Postpartum Support: Maternity and nursing bras with features aimed at providing postpartum support, such as compression and shaping capabilities, are likely to gain popularity.
  9. Integration of Technology: Integration of technology, such as moisture-wicking fabrics and smart sensors for monitoring breastfeeding patterns, may become more common to enhance functionality and convenience.
  10. Collaboration and Partnerships: Collaborative efforts between maternity and nursing bra brands, healthcare providers, and advocacy groups are expected to drive innovation and promote awareness of maternal health needs.

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Frequently Asked Questions

What is the projected growth of the Maternity and Nursing Bras Market between 2023 and 2032?

The Maternity and Nursing Bras Market is anticipated to witness significant growth, with market value projected to increase from USD 1407.68 million in 2023 to USD 3500.46 million by 2032, exhibiting a robust compound annual growth rate of 11.93%.

What factors are driving the growth of the Maternity and Nursing Bras Market?

The growth of the Maternity and Nursing Bras Market is driven by various factors, including changing demographics, increasing awareness about maternal health, advancements in product innovation and design, growing disposable income, rising standards of living, increased participation of women in the workforce, the popularity of online shopping, celebrity endorsements, and emphasis on sustainability and wellness.

Who are the major players in the Maternity and Nursing Bras Market?

Major players in the Maternity and Nursing Bras Market include Bravado, Destination Maternity (Motherhood), Triumph, La Leche League, Anita, Medela, Cake Maternity, Leading Lady, Cantaloop, Rosemadame, Senshukai, INUjIRUSHI, Wacoal (Elomi), Sweet Mommy, Mamaway, O.C.T. Mami, Happy House, Hubo, Embry, and Aimer.

How is the availability of Maternity and Nursing Bras Market expanding, and through what channels?

The availability of Maternity and Nursing Bras Market is expanding through various channels, including traditional retail outlets, specialty stores, online platforms, and partnerships with healthcare providers. The growing popularity of online shopping has particularly contributed to increased accessibility, allowing mothers to access a wider range of products conveniently from the comfort of their homes. Additionally, partnerships between nursing bra brands and healthcare systems, such as Lunnie’s partnership with Kettering Health, further facilitate access to nursing bras for mothers in need.

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