the maternity wear market is expected to grow from US$ 12,257.41 million in 2021 to US$ 16,578.64 million by 2028; it is expected to grow at a CAGR of 4.4% from 2021 to 2028.

Pregnant women use maternity wear clothes from their first month or so after giving birth as they gain weight during pregnancy, and regular clothing does not feel comfortable during this time. The maternity wears provide comfort and flexibility during pregnancy or after. Maternity wear consists of top wear, bottom wear, dresses and gowns, and innerwear. Pregnancy and maternity are vulnerable for working women and their families. Expectant and nursing mothers require special protection to prevent harm to their or their infants' health. Also, they need adequate time to give birth, recover, and nurse their children. In this, maternity wear plays vital role.


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Impact of COVID-19 Pandemic on Maternity Wear Market

The COVID-19 pandemic has adversely affected many industries including the consumers good industry. The pandemic created operational difficulties due to lockdowns, business shutdown, and supply chain disruptions. Clothing and apparel retail stores recorded high losses in sales. Financial results published by fashion brands such as the Spanish Inditex Group and the Swedish H & M laid bare the enormity of the pandemic’s impact. Furthermore, e-commerce experienced a long-lasting benefit from the pandemic, as most online purchasers consider e-retail as a post-pandemic option. Additionally, rising rates of vaccination, revival of manufacturing activities, and relaxation of government regulations are projected to positively influence the global maternity wear market during the forecast period.

Maternity Wear Market Breakdown: by Region

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Market Insights

Adoption of Business Growth Strategies Drives Market Growth

Well established players in the market adopt various strategies to overcome current and future challenges for company’s expansion. For instance, Isabella Oliver adopted a market penetration strategy by launching a rental program of maternity wears to improve their reach. On January 20, 2020, the brand again launched a new rental program to become circular and increase the longevity of maternity clothing. Isabella Oliver offered its customers the new range of options to rent a dress, including party wear and fundamental pregnancy essentials, for two weeks, before returning free of charge. The brand even takes care of the dry cleaning. Customers can also buy the product. The idea of renting maternity wear is to encourage customers to go greener and eliminate the effects of fast fashion. So, the product innovations and penetrations led to an increase in the demand for maternity wear. These factors are driving the growth of the maternity apparel market.

Distribution Channel Insights

Based on distribution channel, the maternity wear market is segmented into supermarkets and hypermarkets, specialty stores, online retail, and others. The online retail segment is expected to register the highest CAGR during the forecast period. E-commerce played a vital role during the initial months of the COVID-19 pandemic, as physical retail stores were not permitted to operate. During lockdowns, people increasingly used e-commerce platforms to buy essential and nonessential products. The economic crisis due to the COVID-19 outbreak resulted in reduced disposable incomes of women. However, the demand for maternity wear was not affected. As a result, competitive pricing is likely to become a key feature of the complete landscape in the future. This factor is projected to potentially bolster the market growth for the online retail segment during the forecast period.

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Maternity Wear Market, by Product Type – 2020 and 2028

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Product Type Insights

Based on product type, the maternity wear market is segmented into top wear, bottom wear, dresses and gowns, and innerwear. The top wear segment accounted for a larger market share in 2020, and the dresses and gowns segment is expected to register a higher CAGR during the forecast period. Maternity top-wear cloth consists of formal wear and casual wear. Moreover, the demand for formal maternity wear is rising due to the increasing number of working females. Formal maternity top-wear consists of kurtis, blouses, soft material tank dresses, blazers, and trench coats with double layers. Casual wear comprises tunics, maxi dresses, and oversize sweatshirts and t-shirts. Maternity clothes are made of the best quality fabrics with natural and comfortable materials, such as cotton, modal, and bamboo, as they are soft and allow steady breathing. Pregnant women tend to choose material according to seasonal changes. In summer, they prefer heat repelling linen cloths for easy airflow, whereas in winter, warm woolen coats are preferred to prevent cold.

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