Latest Future Markets Insights report shows, global sales of maternity apparel will increase 5.8 per cent year-over-year in 2021. Demand for maternity apparels will be driven by growing number of women professionals continuing to work through their pregnancy

From 2021-2031, global maternity apparels market is projected to grow at 6.7 per cent CAGR and reach $41.3 billion by 2031. Growth will be driven mostly by improving sex ratio and increasing awareness about new fashion trends for pregnant women. Growing social media influence, celebrity endorsements and presentation of fashion trends through magazines and television are compelling brands to introduce new maternity wear styles. Occasion-specific and venue-specific maternity wear ranges are part of collections. They are offering discounts and customized maternity wear to suit individual needs to boost customer base.

Meanwhile, leading maternity apparel brands are launching innovative garments made from sustainable materials like elastane and spandex. Natural, eco-friendly and organic fabrics to protect expectant mothers and babies from harmful UV radiation are also being introduced.

Outerwear, nightwear to dominate maternity apparels sales

In 2021, the outwear segment of maternity wear is expected to constitute majority share of total maternity wear market, this includes jeans tops, tunics and dresses. Nightwear category is also expected to grow at 12.3 per cent CAGR during the forecast period. Demand for pajamas and nightgowns from brands such as Zara and Mom Store is expected to surge due to their easy mobility and confortable fits.

Cotton to dominate material choices

Maternity apparels priced $100 is expected to account for 60.3 per cent of the total market during the forecast period. In terms of materials, cotton is expected to hold 43.2 per cent of the total maternity apparels market share. Multi-brand store-based retailing is expected to account for 29.3 per cent of total maternity apparels sales during the period. Online retail is expected to grow at CAGR 14.5 per cent from 2021 to 2031. The key growth drivers will be: availability of unique brands, latest trends and affordable prices with big discounts. New opportunities for online retailing

Convenience of shopping and availability of appropriate payment methods is boosting the popularity of online sales in the category. Rise in new e-commerce platforms is expected to create opportunities for brands.

Leading maternity apparel brands are collaborating with other manufacturers to meet growing demand. In September 2020, Nike launched the Nike (M) collection, its first maternity activewear collection comprising four products tailored to changing needs of women's bodies before, during, and after pregnancy.