The online market for children and maternity apparel in the Middle East and North Africa (MENA) region is expected to experience substantial growth in the coming years, with estimates suggesting it could increase by USD 886.26 million between 2021 and 2026. This would equate to a Compound Annual Growth Rate (CAGR) of 5.55 per cent over the forecast period, as per a new report by Technavio.

The mass category segment is expected to experience significant growth during the forecast period, driven by the increasing demand for a variety of children's and maternity apparel, as well as the expansion of middle-income households in MENA. The rise in internet penetration and the number of smartphone users has created significant opportunities for vendors operating in this segment.

One of the key growth drivers for the market is the increasing awareness of children and maternity wear among consumers, particularly women. Advertising through television, digital, and social media has influenced the purchasing decisions of women, and several market players are spending on advertisements with the help of maternity modeling to create a better connection with pregnant women.

A major trend in the market is the increasing demand for eco-friendly, high-quality, comfortable, and stylish maternity clothing. Customers are becoming more conscious of the materials used in their clothes and are exhibiting increased demand for eco-friendly maternity clothes that use organic materials, such as organic cotton and recycled polyamide. To cater to this demand, market players are increasing the use of sustainable materials to make children and maternity apparel.

However, the high overhead costs for online retailers are identified as a major challenge in the market, with logistical complications, which consequently affects the profit margins of market players.