April 13, 2024
Europe Maternity Wear

Europe Maternity Wear Overview

Europe maternity wear industry has seen tremendous growth over the past few years owing to rising birth rates in the region. With more women opting for motherhood and having children at an early age, the demand for stylish and comfortable maternity clothes has increased significantly.

Size and Growth Trends

According to reports, the Europe Maternity Wear was estimated to be worth $X billion in 2021 and is projected to reach $Y billion by 2028, growing at a CAGR of Z% during the forecast period. In terms of volume, over XX million units of maternity wear were sold in Europe last year alone.

The growing trend of working mothers and rising dual-income households has been a key driver. Working women prefer clothing that transitions seamlessly from professional to casual wear as their pregnancy progresses. Additionally, working mothers have greater purchasing power and are more willing to spend on brands and premium products.

The high repeat-buying nature of the category has also supported growth. Most women purchase 2-3 wardrobe changes as their bodies change during different trimesters. The availability of extended sizes to continue wearing clothes post-pregnancy has further boosted repeat buying.

Country-wise Analysis

The UK leads Europe in maternity wear with a X% share, followed by Germany and France.

United Kingdom
The UK is projected to grow at a CAGR of X% during 2022–2028. Factors such as rising birth rates, dual-income households, celebrity influence, and high fashion consciousness have propelled growth. Major players like Seraphine and JoJo Maman Bebe dominate with their trendy yet comfortable clothing.

Germany accounted for a X% share of European maternity wear in 2021. Higher birth rates, along witha growing working-mother population, have increased demand. Local brands Mutti, Pampers, and Balabusta cater to German consumers’ preferences for affordable yet stylish daily wear pieces.


France generated revenues of $XX million in 2021. growing working-women population and dual-income households present an attractive opportunity. French brands Aline et Maline, Les Mamans and Marché Maman focus on trendy, Parisian styles preferred by French consumers.

Endless varieties for today’s modern mothers

Today’s expectant mothers want comfortable yet fashionable clothing options that fit every occasion, from work to play. Brands have responded with diverse styles, fabrics and designs suited for all trimesters and post-pregnancy wear as well.

Work wear and Office Attire

Many brands now offer chic work wear and office clothing engineered for growing bodies. Looks include wrap or trapeze dresses, loose pantsuits, ruffled or peplum tops paired with stretchy pants or leggings. Fabrics range from soft cotton, modal and linen blends to wrinkle-free materials. Styles transition seamlessly from work to the evening.

Casual Weekend Wear

For days off and relaxation, relaxed fits in maxi dresses, jumpsuits and skirts dominate. Breathable cotton, modal and tencel fabrics keep mothers cool and comfy. Empire-waisted silhouettes work for all trimesters. Stylish leggings, joggers and distressed jeans paired with flowy tops allow for activity and play on weekends.

Maternity Jeans and Denims

Stretch denims with additional belly room have become wardrobe must-haves. Skinny, ankle and boyfriend cuts flatter growing frames. Distressed and ripped styles add edge to casual outfits. Manufacturers utilize innovative fabrics that expand and adapt as bodies change shape. Top brands include Pea in the Pod, Seraphine, etc.

Nightwear and Lounge

Nursing and expecting mothers need cozy yet elegant nightwear and lounge looks. Lounge pants, pajamas sets, nursing nightgowns and robes in soft viscose, modal and cotton make for the perfect relaxing pieces. Solids, prints and pastels with delicate details lift spirits. Breastfeeding-friendly cuts, fabric placement and silhouettes are major highlights.

Swimwear and Beach cover-ups

When summer arrives, maternity swimwear and coverups take center stage. Bikinis, tankinis and one-piece styles flatter baby bumps with ruffles, ruching or empire waistlines. Breastfeeding-friendly design makes nursing discreet. Maxi coverups, kaftans and kimonos look chic over swimsuits or as beach outfits.

Accessories for Complete Looks

Today’s moms need versatile accessories to complete their maternity wardrobe. Brands offer nursing bras, breast pads, pumping accessories, belly bands, compression socks, jewelry, headbands, scarves and bags specific to motherhood. Quality manufacturers focus on comfort, support and nursing-friendly features.

As more women opt for motherhood, businesses will focus on introducing innovative designs, versatile silhouettes and multi-functional clothing. Sustainable and organic fabrics and breastfeeding-friendly innovations will gain popularity. Virtual and augmented try-ons may aid online shopping experience. Multi-brand retailers and D2C models will lead. Europe’s large population and rising birth rates signify continued revenue growth for maternity wear in the foreseeable future.

1. Source: Coherent Market Insights, Public sources, Desk research
2. We have leveraged AI tools to mine information and compile it