The global maternity innerwear market size was valued at USD 6.88 billion in 2021 and is expected to expand at a compound annual growth rate (CAGR) of 7.2% from 2022 to 2030. The increasing number of working women in the world, coupled with the growing inclination for pregnancy fashion, is foreseen to drive the growth of the industry in the forthcoming years. The constant launch of more convenient product varieties and the easy availability of these products through online retail channels are some key factors that positively affect the growth.
The outbreak of coronavirus has had a significant impact on the maternity innerwear market, both positively and negatively. One of the significant outcomes of this ongoing pandemic has been a reported rise in pregnancies in many parts of the world. The market has benefited from recent advances and innovative tactics. Competitors are improving their production capacities by incorporating technology into their manufacturing processes and purchasing raw materials.
Market participants are also focusing on the development of lightweight fabrics and materials. In 2019, Threeangels Maternity introduced maternity lingerie, wherein the company used soft and comfortable Micro TACTEL fiber that promotes ventilation. Such manufacturing trends have been boosting the growth of the maternity innerwear market.
Online-to-offline (O2O) platforms are also gaining traction in the industry. This model attracts customers in an online environment and compels them to make purchases in physical stores. One aspect of this channel is the ability to pay online and collect the product from an offline retail store.
The increasing growth of local commerce on the web is developing stronger links between online and offline retail. Additionally, many apparel brands are focusing on fashionable maternity innerwear collections and approaching online platforms to fulfill the evolving needs of pregnant women and drive revenue growth.
For instance, in February 2021, Hatch collection LLC launched a new maternity clothing line at Target, aiming at the mamas-to-be who are looking for stylish maternity clothes for under $40. The collection is available online and in select stores. The collection features 24 pieces with design details that accommodate growing bumps like elastic waistbands and stretchy, lightweight fabrics.
Companies use social media to influence consumer buying habits. Every year in the first week of August, World Breastfeeding Week shines a spotlight on intimate apparel that caters to this industry. ThirdLove, True&Co., and Pour Moi, among others, use Instagram to sell their nursing bras and raise awareness regarding the event. In recent years, e-commerce sales of maternity innerwear have increased in China, with platforms like Dangdang, Vipshop, Amazon China, and Alibaba1688 (Alibaba's clothing business) encouraging easy access to products for consumers.