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This statistic shows the value of maternity wear stores in the United States from 2011 to 2021. In 2021, the U.S. maternity wear stores market was valued at approximately million U.S. dollars.

A shifting maternity market

Maternity wear is apparel worn by pregnant or nursing women, and highlights comfort and mobility above anything else. Many of these articles are loose and stretchy (generally made of lycra or spandex material) to allow for a growing body. In the past, maternity wear was often used to hide the ‘baby bump’, but with growing gender equality and more working women, maternity wear is now a part of women’s fashion. Additionally, there has also been a shift in apparel markets from brick-and-mortar retail to online retail, as it allows consumers easy and convenient ways to shop from the comfort of their homes. This is even more important to note for women who are pregnant or nursing.

Maternity wear trends

Despite this shift in retail methods, the demand for maternity wear is forecasted to increase significantly over the next few years. By 2023, the global maternity wear market was valued at billion U.S. dollars. The primary drivers of this increase are attributed to growing demand in emerging countries and increasing product awareness. There is also an increasing demand for eco-friendly, anti-microbial maternity wear. As Millennial and Gen Z women are becoming the primary age groups for maternity wear, these factors correspond well to their increasing desire for sustainable and healthy products.