Maternity Intimate Wear Market: Global Industry Analysis and Forecast Through 2021 by Technavio

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LONDON–(BUSINESS WIRE)–#ApparelandTextileTechnavio
market research analysts forecast the global
maternity intimate wear market
to grow at a CAGR of more
than 3% during the forecast period, according to their latest report.


The market study covers the present scenario and growth prospects of the
global maternity
intimate wear
market for 2017-2021. The report
segments the market by product and distribution channels.
More than nine-tenths of the global maternity intimate wear market was
controlled by the offline distribution channel in 2016, which is
expected to change during the forecast period with the presence of the online
distribution
channel to increase to around 12% by 2021.

According to Poonam Saini, a lead analyst at Technavio for apparel
and textile
research, “Product line extensions through
technology-enabled innovations will lead to the growth of the market.
Consumers not only seek stylish and comfortable maternity intimate wear
but also look for more innovative garments like postpartum belts and
postpartum shapewear.”

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Technavio consumer
and retail
analysts highlight the following three market drivers
that are contributing to the growth of the global maternity intimate
wear market:

  • Expanding new markets
  • Achieving growth through online retailing
  • Premiumization, brand positioning, and targeting the growing
    aspirational consumer segment

Expanding new markets

The rising demand for maternity intimate wear from developing countries
such as India and China is one of the key drivers for the global
maternity intimate wear market. Factors such as high birth rates and the
growing popularity of e-retailing have a positive impact on the growth
of the maternity intimate wear marketspace in India.

Some examples of leading vendors that offer maternity intimate wear in
India are Triumph International, Lovable, and Bodycare
International.
With increasing consumer awareness of the importance
of using the correct type of maternity lingerie as per body size
and need, vendors operating in India are now focusing more on less
specialized segments such as shapewear.

Achieving growth through online retailing

The growth in online
sales of maternity wear and maternity intimate wear is likely to fuel
the growth of the market in the coming years. Premium brands are now
making their products available on various online shopping portals. With
the increase in smartphone and internet penetration, people have started
spending more time online. Most consumers prefer to compare different
types of products before making a purchase. As online platforms provide
the scope for product comparison, many consumers have now started
preferring online shopping. This factor, coupled with the convenience
and price discounts is propelling the growth of e-retailing.

“Digitalization of brands and products is driving the growth of the
market as almost every established brand has its own website, through
which it can directly approach consumers. With no middleman or third
parties involved, brands can provide their products at discounted rates,
which augurs well for the growth of the online channel,”
says Poonam.

Premiumization, brand positioning, and targeting the growing
aspirational consumer segment

Many global manufacturers operating in this marketspace offer premium
products to cater to the affluent consumer segment. For instance,
nursing bras offered by Hanesbrands such as Playtex Nursing
Seamless Wirefree Bra with Shaping Foam Cups, Playtex Nursing Seamless
Wirefree Bra with X-Temp Cooling Technology, and Playtex Nursing
Camisole with Built-In Foam Bra & X-Temp Cooling Technology are targeted
at the affluent consumer segment. This premiumization strategy is
helping vendors to strengthen their brand positioning.

In addition, the growing upper-middle class population segment
represents the aspirational consumer segment for this product category.
Offerings from Cake Maternity such as Croissant Smoothing Flexi
Wire Spacer Bra, Waffles 3d Spacer Contour Nursing Bra, and Zest Flexi
Wire High Impact Sports Bra are targeted at the aspirational consumer
segment.

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