Maternity and Nursing Bras

Maternity and Nursing Bras Market Outlook

The global maternity and nursing bras market is projected to reach USD 5.2 billion by 2035, growing at a CAGR of 7.2% from 2025 to 2035. This growth can be attributed to the increasing awareness of maternal health and wellness, coupled with a rise in disposable income among consumers, allowing them to invest in high-quality maternity apparel. Furthermore, the growing trend of working mothers and a heightened focus on comfortable and supportive nursing options are contributing significantly to market expansion. Advances in fabric technology, allowing for improved comfort and adaptability, also play a vital role in driving the market forward. As more brands enter the sector with innovative designs and marketing strategies, the competitive landscape is expected to intensify, creating a dynamic environment that caters to the evolving needs of expectant and nursing mothers.

Growth Factor of the Market

The maternity and nursing bras market is witnessing substantial growth due to a range of driving factors. First and foremost, the increasing number of working mothers has amplified the demand for supportive and comfortable bras specifically designed for nursing. As more women enter the workforce post-pregnancy, the need for functional and stylish maternity wear is becoming paramount. Additionally, the rise in awareness regarding postpartum health has encouraged new mothers to prioritize their comfort and well-being, further driving the demand for specialized bras. Another key factor is the online retail boom, which has made purchasing maternity bras more accessible, allowing women to choose from a vast array of products from the comfort of their homes. Finally, the ongoing innovations in fabric technology, such as moisture-wicking and stretchable materials, are enhancing the product offerings in this market, thereby attracting more consumers.

Key Highlights of the Market

• The market is projected to grow at a CAGR of 7.2% from 2025 to 2035.
• Increased demand for wireless designs is shaping product innovations.
• Online sales channels are gaining a significant market share, providing convenience for consumers.
• Awareness regarding maternal health is driving the adoption of high-quality maternity wear.
• Technological advancements in fabrics are allowing for more comfortable and functional designs.

By Product Type

Wireless Maternity Bras:

Wireless maternity bras have garnered significant popularity due to their comfort and ease of use. They are designed to provide adequate support without the constraints of underwiring, making them an ideal choice for many expectant and nursing mothers. The elimination of wires allows for a more natural fit, which is particularly important during pregnancy when body shapes are constantly changing. Moreover, these bras usually feature soft, stretchable fabrics that accommodate growth and provide a comfortable wearing experience, making them a preferred option for many women. As consumers continue to prioritize comfort, the demand for wireless maternity bras is expected to remain strong in the coming years.

Underwire Maternity Bras:

Underwire maternity bras are designed to offer enhanced support and shaping for women who prefer a more structured option. While some mothers may be wary of underwires due to comfort concerns, many brands are focusing on creating underwire bras with softer edges and padded designs to minimize discomfort. These bras are particularly beneficial for women who are looking for additional support during pregnancy and after childbirth. The careful construction of these bras ensures that they provide lift while still being accommodating to changing breast sizes. As such, the underwire segment is expected to continue to hold a significant share of the market.

Sleep Maternity Bras:

Sleep maternity bras are becoming increasingly popular as they offer a comfortable and supportive option for women during the night. These bras are typically made from soft, breathable materials that allow for ease of movement and maximum comfort while sleeping. Many sleep bras are designed to be looser-fitting, which is crucial for pregnant and nursing mothers who often experience sensitivity in their breasts. Moreover, many models feature removable padding and easy access for nursing, making them practical for nighttime feedings. As the focus on maternal comfort grows, sleep maternity bras are likely to see sustained demand in the market.

Sports Maternity Bras:

Sports maternity bras are tailored for active mothers who wish to maintain their fitness routines during pregnancy. These bras provide the necessary support for physical activity, ensuring that women can exercise comfortably and confidently. The construction often includes moisture-wicking fabrics to keep the skin dry and comfortable during workouts. Many sports bras also incorporate adjustable straps and back panels to allow for greater flexibility and adaptability as the body changes. As fitness culture continues to thrive among expectant mothers, the sports maternity bra segment is anticipated to grow significantly.

Seamless Maternity Bras:

Seamless maternity bras are quickly gaining traction in the market due to their smooth design and unparalleled comfort. These bras are made using a method that eliminates seams, resulting in a product that is less likely to chafe or irritate sensitive skin. They often provide a second-skin feel, which is particularly appealing for women who experience increased sensitivity during pregnancy. The seamless nature of these bras also makes them less visible under clothing, providing a versatile option for mothers looking for discreet support. As consumers become more aware of the benefits of seamless designs, this category is expected to flourish.

By Application

Pregnancy Support:

Pregnancy support bras are key in providing comfort and functionality for women as their bodies undergo significant changes. These bras are typically designed with features that accommodate the growing belly and changing breast size, ensuring that women remain comfortable throughout their pregnancy journey. The support offered by these bras helps alleviate discomfort associated with breast tenderness and back pain, common complaints during pregnancy. Additionally, many pregnancy support bras also focus on easy access for nursing, making them dual-purpose. As more women prioritize comfort during pregnancy, the demand for pregnancy support bras is expected to rise steadily.

Breastfeeding Support:

Breastfeeding support bras are essential for nursing mothers, providing easy access for breastfeeding while ensuring comfort and support. These bras often come with features such as drop-down cups, which allow for discreet feeding without the need to remove the bra entirely. They are typically designed to accommodate fluctuating breast sizes, ensuring that mothers remain comfortable even as they cycle through feeding schedules. Furthermore, these bras are often made from soft, stretchy materials that support natural movement and comfort. As more mothers embrace breastfeeding and seek convenient solutions, the demand for breastfeeding support bras is anticipated to grow significantly.

By Distribution Channel

Online Stores:

Online stores have emerged as a primary distribution channel for maternity and nursing bras, providing consumers with convenience and accessibility. The rise of e-commerce has transformed the shopping experience, allowing expectant and nursing mothers to browse an extensive range of products from the comfort of their homes. Online platforms often provide detailed product descriptions, customer reviews, and comparison features, enabling consumers to make informed purchasing decisions. Additionally, online retailers may offer promotional discounts and flexible return policies, which further encourage sales. As digital shopping continues to dominate the retail landscape, the online distribution channel is expected to see further growth in this market.

Specialty Stores:

Specialty stores focused on maternity and nursing wear provide a personalized shopping experience that can be beneficial for consumers. These stores often employ knowledgeable staff who can offer tailored advice and recommendations based on individual needs. With a curated selection of products, specialty stores are able to provide a more focused assortment that may not be available in larger retail outlets. The intimate shopping environment allows mothers to try on various styles and receive expert assistance, which can enhance their overall experience. As consumers increasingly seek personalized service, the market for specialty stores is likely to remain robust.

Maternity Stores:

Maternity stores are dedicated retail outlets that specifically cater to the needs of expectant mothers, offering a wide range of products, including maternity and nursing bras. These stores typically provide a diverse selection of brands and styles, allowing mothers to find the perfect fit and function for their needs. The staff at maternity stores are often trained to assist in fitting, ensuring that women receive proper support during this important time. Additionally, maternity stores may offer exclusive lines or collaborations with designers, making them appealing destinations for mothers looking for unique options. As the demand for niche maternity wear continues to grow, maternity stores will likely remain an important segment of the distribution channel.

Supermarkets/Hypermarkets:

Supermarkets and hypermarkets offer a convenient option for consumers looking to purchase maternity and nursing bras alongside their regular grocery shopping. These outlets often feature a designated section for maternity products, allowing mothers to access essential items without making a separate trip to specialized stores. While the selection may not be as extensive as in specialty or maternity stores, the convenience of one-stop shopping plays an essential role in attracting consumers. The presence of maternity bras in supermarkets and hypermarkets also helps to normalize the purchase of these products, encouraging more women to invest in their comfort and support. As consumer lifestyles continue to prioritize convenience, the role of supermarkets and hypermarkets in this market is likely to expand.

Others:

The "Others" category encompasses various alternative distribution channels such as department stores, online marketplaces, and boutique shops that may offer maternity and nursing bras. These channels can provide unique shopping experiences and a variety of brands that might not be available in traditional retail environments. Department stores often carry a select range of maternity and nursing bras as part of their women's apparel sections, while boutique shops may offer curated collections that appeal to specific consumer demographics. Online marketplaces, on the other hand, provide platforms for smaller brands to reach a broader audience. As consumers continue to seek diverse shopping options, the "Others" distribution channel will likely remain relevant within the market.

By Material Type

Cotton:

Cotton is one of the most popular materials used in the production of maternity and nursing bras due to its natural softness and breathability. Cotton bras are highly comfortable, making them an ideal choice for expectant and nursing mothers who prioritize both support and comfort. This fabric is also hypoallergenic, which is particularly beneficial for mothers with sensitive skin during and after pregnancy. Furthermore, cotton bras can be machine-washed and maintained easily, providing practical advantages for busy mothers. As consumers become increasingly aware of the benefits of natural fabrics, the demand for cotton maternity bras is anticipated to remain strong.

Spandex:

Spandex is commonly blended with other materials to create maternity and nursing bras that offer enhanced stretchability and support. This elastic fabric allows bras to adapt to the body's changing shape throughout pregnancy and postpartum, providing a snug yet comfortable fit. Spandex blends are often used in wireless and seamless designs, ensuring that women experience maximum comfort without compromising support. The incorporation of spandex into maternity bras also allows for more versatile designs that can accommodate various body types and styles. As the focus on comfort and functionality continues to grow, the use of spandex in this market is expected to rise.

Nylon:

Nylon is another popular material used in the construction of maternity and nursing bras due to its durability and lightweight properties. This synthetic fabric is known for its ability to retain shape and resist wrinkles, making it a practical choice for bras that need to withstand daily wear and tear. Additionally, nylon bras often feature moisture-wicking properties, helping to keep mothers dry and comfortable during active moments. The combination of nylon with other materials can also enhance the overall fit and feel of the bra, contributing to a positive wearing experience. As consumers continue to seek functional and stylish options, the use of nylon in this market is expected to remain prevalent.

Polyester:

Polyester is frequently used in maternity and nursing bras due to its resilience and versatility. This material is known for its moisture-wicking capabilities, making it ideal for bras designed for active mothers. Polyester is lightweight and can easily be blended with other fabrics to improve stretch and comfort. Furthermore, polyester is less prone to fading and shrinking, allowing bras to maintain their shape and color even after multiple washes. As a result, polyester is becoming an increasingly common choice for manufacturers looking to create high-quality maternity and nursing bras that cater to the modern mother's lifestyle. The segment's growth is expected as awareness of fabric performance increases.

Others:

The "Others" category includes a variety of materials used in the production of maternity and nursing bras, such as lace, bamboo, and modal. These materials are often chosen for their unique properties that can enhance comfort, aesthetics, or functionality. Lace, for example, is frequently used for decorative accents, adding a touch of elegance to nursing bras while still providing the necessary support. Bamboo is gaining traction due to its sustainable and antibacterial properties, making it an eco-friendly choice for environmentally conscious consumers. Modal is also becoming popular due to its softness and breathability, contributing to overall comfort. As consumer preferences evolve, the "Others" material type is likely to experience growth in the market.

By Region

The maternity and nursing bras market is characterized by a diverse geographical landscape, with North America holding a significant share due to the high awareness of maternal health and wellness. The region is projected to grow at a CAGR of 6.5% over the forecast period, driven by increasing disposable incomes and a growing population of working mothers. The demand for comfortable and stylish maternity apparel is particularly strong in this region, as many women seek to balance their professional and personal lives. As brands continue to innovate and cater to these needs, North America is expected to remain a key player in the market.

Europe is another major region in the maternity and nursing bras market, with a strong focus on quality and sustainability. The European market is expected to grow at a CAGR of 7.0%, fueled by increasing consumer awareness about maternal health and the rising trend of eco-friendly products. Countries like the United Kingdom and Germany are witnessing a surge in demand for specialized maternity apparel, including nursing bras that offer both support and style. As European consumers continue to prioritize sustainability in their purchasing decisions, brands that align with these values are likely to thrive in this competitive landscape. The overall market dynamics in Europe will play a crucial role in shaping the future of this sector.

Opportunities

Opportunities in the maternity and nursing bras market are abundant, particularly for brands that focus on innovation and customization. As consumers increasingly seek personalized products that cater to their specific needs, there is a growing demand for bras that offer a variety of features, such as adjustable straps, various cup sizes, and multiple styles. Brands that incorporate advanced technology into their designs, such as moisture-wicking fabrics or seamless construction, can differentiate themselves in a crowded market. Additionally, the growing trend of online shopping presents significant opportunities for manufacturers to reach a broader audience. By establishing a robust online presence, brands can not only increase their sales but also build a loyal customer base through targeted marketing and personalized shopping experiences.

Moreover, the rise of eco-conscious consumers is creating opportunities for brands that focus on sustainable materials and ethical manufacturing practices. As more women become aware of the environmental impact of their purchasing decisions, there is a significant market for maternity and nursing bras made from organic or recycled materials. Brands that can effectively communicate their commitment to sustainability while providing high-quality products are likely to gain consumer trust and loyalty. Furthermore, creating partnerships with healthcare professionals or maternal wellness organizations can enhance brand visibility and credibility. By tapping into these partnerships, brands can educate consumers about the importance of maternal health and the role that comfortable, supportive bras play in this essential journey.

Threats

The maternity and nursing bras market also faces several threats that could impact growth and profitability. One of the most significant challenges is the presence of counterfeit products and low-quality alternatives in the market. Unscrupulous manufacturers may produce substandard versions of maternity and nursing bras that compromise comfort and support, posing a risk to consumer health. Such products can also tarnish the reputation of established brands and diminish consumer trust in the market as a whole. Additionally, the fluctuating costs of raw materials can impact production costs, leading to higher retail prices that may deter potential customers. Companies must remain vigilant in monitoring these trends and work to ensure their product offerings are competitive in both quality and price.

Another challenge facing the industry is the rapidly changing fashion landscape, which requires brands to remain agile and responsive to emerging trends. The maternity and nursing bras sector is becoming increasingly competitive, with new entrants continuously innovating and offering stylish options. Established brands may find it challenging to adapt to these changes while maintaining their brand identities. Additionally, economic downturns can lead to reduced consumer spending on non-essential items, such as lingerie, further impacting sales. Brands must continuously invest in market research and consumer insights to stay ahead of trends and anticipate shifts in consumer preferences, ensuring they remain relevant in an ever-evolving market.

Competitor Outlook

• Bravado Designs
• Bamboobies
• Hatch Collection
• Motherhood Maternity
• Medela
• Jockey
• Boob Design
• Carriwell
• Kindred Bravely
• Cake Maternity
• Elomi
• Freya
• Victoria's Secret
• Amazon Essentials
• Target Brands

The competitive landscape of the maternity and nursing bras market is shaped by a mix of established brands and emerging players. Major companies such as Bravado Designs and Motherhood Maternity continue to dominate the market with their extensive product offerings and strong brand recognition. These companies have successfully carved out a niche by focusing on comfort, support, and functionality, which are critical factors for expectant and nursing mothers. In addition to traditional retailers, online brands like Kindred Bravely and Hatch Collection have gained traction by offering innovative designs and personalized shopping experiences through e-commerce channels. This diverse competitive landscape presents both challenges and opportunities for players in the market.

Moreover, companies are increasingly focusing on sustainability and ethical production practices as a means to differentiate themselves in the market. Brands like Bamboobies and Boob Design are gaining recognition for their commitment to environmentally friendly materials and manufacturing processes. As consumer awareness regarding sustainability continues to rise, companies that prioritize eco-friendly practices are likely to attract a loyal customer base. Additionally, the rise of social media has given brands an opportunity to engage directly with consumers, allowing them to showcase their values and build a community around their products. This shift towards direct consumer engagement is transforming the competitive dynamics of the maternity and nursing bras market.

In conclusion, the maternity and nursing bras market is characterized by a diverse range of players, each vying for a significant share of the growing consumer base. Established brands continue to innovate and adapt to emerging trends, while new entrants are leveraging e-commerce and sustainability to capture the attention of modern mothers. As the market evolves, companies that invest in research, development, and consumer engagement will be best positioned to thrive in this dynamic environment. With ongoing industry growth and increasing demand for specialized products, the future of the maternity and nursing bras market looks promising.

• 1 Appendix

  • 1.1 List of Tables
  • 1.2 List of Figures

• 2 Introduction

  • 2.1 Market Definition
  • 2.2 Scope of the Report
  • 2.3 Study Assumptions
  • 2.4 Base Currency & Forecast Periods

• 3 Market Dynamics

  • 3.1 Market Growth Factors
  • 3.2 Economic & Global Events
  • 3.3 Innovation Trends
  • 3.4 Supply Chain Analysis

• 4 Consumer Behavior

  • 4.1 Market Trends
  • 4.2 Pricing Analysis
  • 4.3 Buyer Insights

• 5 Key Player Profiles

  • 5.1 Elomi
    • 5.1.1 Business Overview
    • 5.1.2 Products & Services
    • 5.1.3 Financials
    • 5.1.4 Recent Developments
    • 5.1.5 SWOT Analysis
  • 5.2 Freya
    • 5.2.1 Business Overview
    • 5.2.2 Products & Services
    • 5.2.3 Financials
    • 5.2.4 Recent Developments
    • 5.2.5 SWOT Analysis
  • 5.3 Jockey
    • 5.3.1 Business Overview
    • 5.3.2 Products & Services
    • 5.3.3 Financials
    • 5.3.4 Recent Developments
    • 5.3.5 SWOT Analysis
  • 5.4 Medela
    • 5.4.1 Business Overview
    • 5.4.2 Products & Services
    • 5.4.3 Financials
    • 5.4.4 Recent Developments
    • 5.4.5 SWOT Analysis
  • 5.5 Carriwell
    • 5.5.1 Business Overview
    • 5.5.2 Products & Services
    • 5.5.3 Financials
    • 5.5.4 Recent Developments
    • 5.5.5 SWOT Analysis
  • 5.6 Bamboobies
    • 5.6.1 Business Overview
    • 5.6.2 Products & Services
    • 5.6.3 Financials
    • 5.6.4 Recent Developments
    • 5.6.5 SWOT Analysis
  • 5.7 Boob Design
    • 5.7.1 Business Overview
    • 5.7.2 Products & Services
    • 5.7.3 Financials
    • 5.7.4 Recent Developments
    • 5.7.5 SWOT Analysis
  • 5.8 Target Brands
    • 5.8.1 Business Overview
    • 5.8.2 Products & Services
    • 5.8.3 Financials
    • 5.8.4 Recent Developments
    • 5.8.5 SWOT Analysis
  • 5.9 Cake Maternity
    • 5.9.1 Business Overview
    • 5.9.2 Products & Services
    • 5.9.3 Financials
    • 5.9.4 Recent Developments
    • 5.9.5 SWOT Analysis
  • 5.10 Bravado Designs
    • 5.10.1 Business Overview
    • 5.10.2 Products & Services
    • 5.10.3 Financials
    • 5.10.4 Recent Developments
    • 5.10.5 SWOT Analysis
  • 5.11 Kindred Bravely
    • 5.11.1 Business Overview
    • 5.11.2 Products & Services
    • 5.11.3 Financials
    • 5.11.4 Recent Developments
    • 5.11.5 SWOT Analysis
  • 5.12 Hatch Collection
    • 5.12.1 Business Overview
    • 5.12.2 Products & Services
    • 5.12.3 Financials
    • 5.12.4 Recent Developments
    • 5.12.5 SWOT Analysis
  • 5.13 Amazon Essentials
    • 5.13.1 Business Overview
    • 5.13.2 Products & Services
    • 5.13.3 Financials
    • 5.13.4 Recent Developments
    • 5.13.5 SWOT Analysis
  • 5.14 Victoria's Secret
    • 5.14.1 Business Overview
    • 5.14.2 Products & Services
    • 5.14.3 Financials
    • 5.14.4 Recent Developments
    • 5.14.5 SWOT Analysis
  • 5.15 Motherhood Maternity
    • 5.15.1 Business Overview
    • 5.15.2 Products & Services
    • 5.15.3 Financials
    • 5.15.4 Recent Developments
    • 5.15.5 SWOT Analysis

• 6 Market Segmentation

  • 6.1 Maternity and Nursing Bras Market, By Application
    • 6.1.1 Pregnancy Support
    • 6.1.2 Breastfeeding Support
  • 6.2 Maternity and Nursing Bras Market, By Product Type
    • 6.2.1 Wireless Maternity Bras
    • 6.2.2 Underwire Maternity Bras
    • 6.2.3 Sleep Maternity Bras
    • 6.2.4 Sports Maternity Bras
    • 6.2.5 Seamless Maternity Bras
  • 6.3 Maternity and Nursing Bras Market, By Material Type
    • 6.3.1 Cotton
    • 6.3.2 Spandex
    • 6.3.3 Nylon
    • 6.3.4 Polyester
    • 6.3.5 Others
  • 6.4 Maternity and Nursing Bras Market, By Distribution Channel
    • 6.4.1 Online Stores
    • 6.4.2 Specialty Stores
    • 6.4.3 Maternity Stores
    • 6.4.4 Supermarkets/Hypermarkets
    • 6.4.5 Others

• 7 Competitive Analysis

  • 7.1 Key Player Comparison
  • 7.2 Market Share Analysis
  • 7.3 Investment Trends
  • 7.4 SWOT Analysis

• 8 Research Methodology

  • 8.1 Analysis Design
  • 8.2 Research Phases
  • 8.3 Study Timeline

• 9 Future Market Outlook

  • 9.1 Growth Forecast
  • 9.2 Market Evolution

• 10 Geographical Overview

  • 10.1 Europe - Market Analysis
    • 10.1.1 By Country
      • 10.1.1.1 UK
      • 10.1.1.2 France
      • 10.1.1.3 Germany
      • 10.1.1.4 Spain
      • 10.1.1.5 Italy
  • 10.2 Asia Pacific - Market Analysis
    • 10.2.1 By Country
      • 10.2.1.1 India
      • 10.2.1.2 China
      • 10.2.1.3 Japan
      • 10.2.1.4 South Korea
  • 10.3 Latin America - Market Analysis
    • 10.3.1 By Country
      • 10.3.1.1 Brazil
      • 10.3.1.2 Argentina
      • 10.3.1.3 Mexico
  • 10.4 North America - Market Analysis
    • 10.4.1 By Country
      • 10.4.1.1 USA
      • 10.4.1.2 Canada
  • 10.5 Middle East & Africa - Market Analysis
    • 10.5.1 By Country
      • 10.5.1.1 Middle East
      • 10.5.1.2 Africa
  • 10.6 Maternity and Nursing Bras Market by Region

• 11 Global Economic Factors

  • 11.1 Inflation Impact
  • 11.2 Trade Policies

• 12 Technology & Innovation

  • 12.1 Emerging Technologies
  • 12.2 AI & Digital Trends
  • 12.3 Patent Research

• 13 Investment & Market Growth

  • 13.1 Funding Trends
  • 13.2 Future Market Projections

• 14 Market Overview & Key Insights

  • 14.1 Executive Summary
  • 14.2 Key Trends
  • 14.3 Market Challenges
  • 14.4 Regulatory Landscape

Segments Analyzed in the Report

The global Maternity and Nursing Bras market is categorized based on

By Product Type

• Wireless Maternity Bras
• Underwire Maternity Bras
• Sleep Maternity Bras
• Sports Maternity Bras
• Seamless Maternity Bras

By Application

• Pregnancy Support
• Breastfeeding Support

By Distribution Channel

• Online Stores
• Specialty Stores
• Maternity Stores
• Supermarkets/Hypermarkets
• Others

By Material Type

• Cotton
• Spandex
• Nylon
• Polyester
• Others

By Region

• North America
• Europe
• Asia Pacific
• Latin America
• Middle East & Africa

Key Players

• Bravado Designs
• Bamboobies
• Hatch Collection
• Motherhood Maternity
• Medela
• Jockey
• Boob Design
• Carriwell
• Kindred Bravely
• Cake Maternity
• Elomi
• Freya
• Victoria's Secret
• Amazon Essentials
• Target Brands