Maternity Products Market – By Product Type, By Application, By Pricing, By Distribution Channel, Growth Forecast, 2025 - 2034

Maternity Products Market Size

The global maternity products market size was valued at USD 44.5 billion in 2024. The market is expected to grow from USD 47.2 billion in 2025 to USD 87.9 billion in 2034, at a CAGR of 7.2%. The market is undergoing remarkable growth. Expectant mothers and parents are becoming more aware of the physical and mental health of the mother. There are not only shifts in trends but also in healthcare advancements, government policies, and consumer awareness and priorities. One of the drivers is heightened awareness.

WHO’s (World Health Organization) World Health Day theme, “Healthy beginnings, hopeful futures,” states the urgency to improve the maternal and newborn survival and health. According to the statistics provided by the WHO, 300,000 women die each year. Such statistics have drastically increased the demand for quality maternity products worldwide.
 

Integration of technologies in maternity care, such as various applications that recommend wearables, dietary suggestions, and physical activities for expectant mothers and postpartum women, and devices that track and monitor maternal health. Advancements in technology, such as telemedicine, help to provide services remotely. Additionally, governments and various organizations are initiating programs to fill the existing gap in maternity care with digital health solutions. An increase in disposable income is also one of the factors for the maternity market growth. Consumers are willing to spend more on quality and specialized maternity products that provide them with safety and comfort.
 

Moreover, the growing e-commerce platforms have also pointedly enhanced the availability of maternity products by offering dedicated and even customized maternity products with various price ranges and options. Expectant mothers are attracted to the online platforms, viewing privacy and the ability to compare different products. These factors collectively contribute to the growth of the market worldwide, as new mothers look forward to improving their mental and physical health.
 

Maternity Products Market Trends

• Many maternity products are adopting innovative techniques, such as smart devices and watches that help measure health, mobile applications created to support the mental and physical well-being throughout pregnancy and the postpartum period. These create awareness among mothers to track their health remotely.
   
• Governments and organizations are continuously focusing on supporting maternity health and well-being through awareness campaigns, initiatives for personal care, and policies for effective and safe maternity products. Provide easy access to quality maternity care in various regions, focusing on eco-friendly and safe products.
   
• Maternity clothing is no longer limited to traditional or basic designs; it follows a stylish and comfortable trend. The online presence of various products influences consumer preferences by introducing more fashionable and comfortable maternity wearables.
   

Maternity Products Market Analysis

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Based on the product type, the market is further bifurcated into maternal apparel, personal care products, nutritional supplements, and maternity accessories. The personal care product segment was valued at USD 19 billion in 2024 and is projected to grow with a 7.4% CAGR by 2034.
 

• The global market is largely influenced by personal care products, capturing the maximum market share. This is owing to heightened awareness of skin and the well-being of the mother before and after pregnancy. There are existing concerns such as stretch marks, hyperpigmentation, skin tags and irritation, and other body changes.
   
• Personal care products provide a huge range of diverse offerings skin lotions, gels, breast and stretchmark creams. The increasing women in the workforce and the consumer preference influence the demand for quality, safe, and organic products that support strenuous lifestyles.
   
• Online accessibility also makes the personal care product segment foremost in the maternity market.
   

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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 78.1% of the total market share and is expected to grow at a CAGR of 7.1% over the forecasted years. 
 

• The offline segment is more dominant as it enables consumers to inspect the products physically and try them. It also allows them to check the quality and durability. Offline channels have a strong preference because expectant mothers have a vast variety to compare the maternity products, whether it be personal care, wearables, or devices.
   
• Offline channels provide the platform for the consumer to assess the opportunity to evaluate the product according to their precise need and preferences.
   
• The practical experience develops consumer satisfaction and confidence, as well as the ability to interact with the salesperson, which engages and enhances the buying process offline by providing informed prices, quality, size, etc. It provides immediate convenience and access to the products when there is a need for urgency, or a consumer needs the product at a particular time.
   
• While online shopping is growing, the need for reassurance, evaluation, and the opportunity to purchase the maternity product instantly keeps the offline channel dominant.
   

Based on pricing, the maternity products market is categorized as low, medium, and high. The medium pricing segment was valued at USD 18.2 billion in 2024 and is anticipated to grow with a CAGR of 7.5% during the forecast period.
 

• The medium price range products are leading in the global maternity market, as this price range offers the product at a very affordable price and quality products, attracting expectant mothers.
   
• The medium price range is suitable for the consumer who is expecting the product to be of good quality, with basic functionality, and fashionable designs.
   
• Consumers in developing regions and middle-class families opt for medium-range maternity products that deliver the essential benefits, comfort, and safety, while remaining within their budget.
   

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The U.S. dominates the maternity products market with a share of 75.4% of the total market share in North America in 2024 and is expected to grow at a CAGR of
7.1% during the forecast period. 
 

• The consumers are highly aware of maternal health and well-being. The rising number of women in the workforce and the increasing disposable income enable consumers to afford and spend on functional, fashionable, and premium quality maternity products. One of the driving factors is technological advancement, along with safer and sustainable maternity products in the U.S.
   

China dominates the market with a share of 30.8% of the total market share in Asia Pacific in 2024 and is expected to grow at a CAGR of 7.8% during the forecast period. 
 

• In China, there is rapid urbanization, which has raised awareness among consumers for maternity care. An increase in disposable incomes has led consumers to invest in premium maternity products for expectant health and well-being.
   

Germany dominates the maternity products market with a share of 27% of the total market share in Europe in 2024 and is expected to grow at a CAGR of 7.5% during the forecast period. 
 

• Consumers prefer premium quality and eco-friendly maternity products. Rising awareness about the health of mothers and technological advancements through maternity products also play an important role in Germany being on top. Moreover, various government policies play an important role in encouraging consumers to invest in high-quality maternity products.
   

Saudi Arabia dominates the market with a share of 35.7% of the total market share in Middle East & Africa in 2024 and is expected to grow at a CAGR of 6.8% during the forecast period. 
 

• Improved policies and health services that drive awareness in the quality of maternal and child health and well-being. These increased the consumption of maternity products with premium quality and safety among the expectant mothers. There is a rise in innovation and technological advancement in the maternal and childcare products.
   

Maternity Products Market Share

• The market is fragmented, with several regional companies operating on a global scale, with the top 5 players such as H&M, ASOS, Gap, Motherhood, and Pea in the Pod. Together, these companies hold a market share of 10%-15% of the total market.
   
• H&M provides a wide range of offerings that balance between affordability, style, and comfort, including versatile casual, formal, and occasional wear. It integrates sustainability in all aspects and aims to achieve zero emissions by 2040.  To ensure that the right product is delivered at the right place to the right people, H&M uses AI-driven technology to optimize the supply chain.
   
• The key strategy of ASOS is partnerships with established and emerging brands. Introducing a wide range of varieties and styles helps the company to stand out.
   
• The brand shows a wide range of sizes, ensuring the products are relatable to expectant mothers. It introduces an AR (Augmented Reality) feature on the mobile application, where consumers can try on the clothes virtually before purchasing the products.
   
• Gap’s P.A.C.E. Program, i.e., Personal Advancement and Career Enhancement, has reached many girls worldwide. This inventiveness supports gender equality, which enhances the engagement of consumers who are socially conscious. The company engages in sustainability practices throughout its manufacturing process. It also focuses on digital transformation by integrating AI and data analytics to enhance customer satisfaction.
   
• Motherhood's strategy is Secret Fit Belly design. It is a patented design which is integrated with pants, leggings, jeans, and other lower wear. It stretches and adapts throughout the pregnancy, making the expectant mother feel more comfortable. It works as a direct-to-consumer service through its website, ensuring smooth delivery and easy returns.
   
• A Pea in the Pod positions itself as a premium and fashionable brand that engages expectant mothers. The company focuses more on online presence to be supported by personalized content, educational information, and blogs.
   

Maternity Products Market Companies

Major players operating in the maternity products industry 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.
   

Top Brands are developing strategies that mix the affordability, comfort, and safety of the products for expectant mothers. The brands provide a wide range of apparel, including occasion, casual, and formal wear, offering various styles and sizes. Companies are integrating AI and AR-driven technology to optimize the supply chain, enhance the consumer experience, and make their websites user-friendly. The direct-to-customer model helps the consumer ensure smooth and safe delivery.
 

Social responsibility and sustainability are the core strategies of the brands, as the brands integrate organic and recycled products, reducing their carbon footprint. Brands also spread gender equality awareness through various activities. To build the community and loyalty, brands create educational content that helps to increase engagement with consumers.
 

For example, the H&M brand has achieved a Cradle-to-Cradle Certified Gold by introducing organic and recycled materials, ensuring safety. The Brand integrates the principle with the supply chain partners to use materials that are chemical-free.
 

Maternity Products Industry News

• In May 2025, Seraphine expanded internationally. It opened its first store in the US in New York, aiming to reach more customers through its physical store. The Soho store offers a wide range of maternity products suitable for expectant as well as working pregnant women, offering a comfortable, classic wearable.
   
• In April 2022, Frida introduced products that are C-section specific. It launched the Frida Mom C-Section Recovery Kit, which fills the gap in the market by introducing special wear for women after postpartum that offers them pain relief, supports healing, and provides comfortable solutions.
   
• 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.  
   
• 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.  
   

The maternity products market research report includes in-depth coverage of the industry, with estimates & forecast in terms of revenue (USD Billion) and volume (Thousand Units) from 2021 to 2034, 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