The Europe maternity wear market comprises maternity dresses, tops, bottoms, innerwear, and other essential clothing items that are designed for expectant mothers to comfortably carry out their daily activities during pregnancy. Maternity wear provides stretchable fabric and additional room in the abdomen area to accommodate a growing baby bump. It allows free movement and is designed keeping posture and comfort in mind. The increasing working women population and rising disposable income levels have boosted the Europe maternity wear market. Women are more aware about trendy maternity fashion and are willing to invest in designer and branded maternity clothing.
The Global Europe Maternity Wear Market is estimated to be valued at US$ 497.67 Bn in 2024 and is expected to exhibit a CAGR of 20.% over the forecast period 2024 to 2030.
Key Takeaways
Key players operating in the Europe maternity wear are Cisco Systems, Inc., Excelfore, Ford Motor Company, Robert Bosch GmbH, and TomTom International N.V. Key players are focusing on adopting advanced fabric technology and enhancing comfort features in their designs. They are launching affordable premium lines and exploring omnichannel partnerships to increase accessibility.
The growing women workforce and dual-income households in Europe have increased the demand for fashionable yet comfortable maternity clothes that can be worn during and after pregnancy. Working women require appropriate business wear that can transition from the office to after-work activities. This has propelled the sale of formal and semi-formal maternity dresses and pantsuits.
European maternity wear brands are expanding their international footprint through online stores, marketplaces, and outlet franchises. Digital platforms help them promote exclusive collections, understand geographically diversified demand, and build a global customer base. Promoting through social media influencers aids brands in different regions.
Market key trends
One of the key trends gaining traction in the Europe Maternity Wear Market is the growing sales through online channels. The popularity of online shopping for maternity essentials is increasing due to discounts, wider product varieties, convenient re-ordering, fast delivery, reviews & ratings, and 24*7 shopping experience. Online stores often offer additional services like fit guides, return policies, referral programs etc. awareness about latest styles and tips is being created through social media marketing by top brands. This is boosting Europe’s maternity wear e-commerce.
Porter’s Analysis
Threat of new entrants: The presence of established brand names acts as a barrier for new entrants. Bargaining power of buyers: Buyers have moderate bargaining power due to the availability of alternatives in the market. Bargaining power of suppliers: A large number of raw material suppliers are present providing suppliers with low bargaining power. Threat of new substitutes: Alternatives such as pregnancy clothes and lounge wear pose medium threat of substitution. Competitive rivalry: Intense competition among existing competitors over pricing and innovative product offerings.
Geographical Regions
Germany accounts for the largest share in the Europe maternity wear market in terms of value. The increasing birth rate in the country along with rising expenditure on maternity wear isfueling market growth.
Central and Eastern Europe is expected to witness the fastest growth during the forecast period. Rising birth rates and growing working women population driving the demand for fashionable and comfortable maternity clothes in the region.
