Competitive Overview of Maternity Activewear Market Share

Maternity Activewear Market Share Analysis Outlook (2025 to 2035)

Leading Brands like Hatch, Kindred Bravely, and Fabletics dominate the maternity activewear market by combining functionality, comfort, and style. These companies address the needs of expecting mothers with innovative designs, such as adjustable waistbands, breathable fabrics, and seamless support.

Projected to grow at a CAGR of 7.3%, the market is expected to reach USD 13,215.6 million by 2035. Brands emphasizing sustainable materials, such as organic cotton and recycled polyester, capture the eco-conscious consumer segment. Size inclusivity and custom-fit options further expand their reach among diverse body types.

Attribute	Details
Projected Value by 2035	USD 13,215.6 Million
CAGR during the period 2025 to 2035	7.3%

E-commerce platforms and social media marketing play pivotal roles in driving awareness and sales. Collaborations with fitness influencers and prenatal experts enhance brand credibility, attracting health-focused mothers-to-be.

In a competitive landscape, differentiation comes from innovation in design, transparency in manufacturing, and consumer-centric approaches. Brands that prioritize direct-to-consumer models and expand into emerging markets are well-positioned for long-term success.

Market Overview

Market Growth

The maternity activewear market is growing as modern mothers prioritize health and wellness during pregnancy. The trend toward prenatal fitness and yoga, coupled with the rising popularity of athleisure, boosts demand for stylish and functional activewear. Advances in fabric technology and ergonomic designs further enhance comfort and performance, appealing to a broad audience of expecting mothers.

Adoption Drivers

• Prenatal Fitness Trends: The increasing popularity of pregnancy yoga, pilates, and low-impact fitness activities drives demand for maternity-specific activewear.
• Athleisure Movement: Expectant mothers embrace versatile maternity activewear that transitions seamlessly from workouts to everyday wear.
• Sustainability Preferences: Eco-conscious consumers favor maternity activewear brands that prioritize organic and sustainable materials.

Brand Performance

Global Brand Share & Industry Share (%):

Category	Industry Share (%)
Top 3 (HATCH, Seraphine, Blanqi)	30%
Rest of Top 5 (Beyond Yoga, Kindred Bravely)	20%
Next 5 of Top 10 (Storq, Gap Maternity, others)	15%

Type of Player & Industry Share (%):

Type of Player	Industry Share (%)
Top 10	65%
Top 20	25%
Rest	10%

Market Concentration

Year-over-Year Leaders:

• HATCH dominates with chic, high-quality maternity activewear that balances comfort with style.
• Seraphine offers eco-friendly, functional designs tailored for fitness and leisure.
• Blanqi specializes in supportive maternity activewear, featuring advanced compression fabrics.

Technology Trends

Performance Fabrics

• Breathable, moisture-wicking, and four-way stretch fabrics enhance comfort during physical activity.
• Antimicrobial technology prevents odor and ensures hygiene, catering to active lifestyles.

Ergonomic Design Features

• Supportive waistbands, adjustable straps, and seamless construction reduce pressure on sensitive areas.
• Built-in belly support panels and nursing-friendly tops add functionality for prenatal and postpartum use.

AI-Powered Customization

• AI tools enable personalized sizing recommendations, ensuring a perfect fit for varying body shapes.
• Virtual try-on technologies enhance the online shopping experience for expecting mothers.

Sustainability Trends

Eco-Friendly Materials

• Brands incorporate organic cotton, bamboo, and recycled polyester into maternity activewear collections.
• Certifications such as GOTS (Global Organic Textile Standard) and OEKO-TEX validate sustainability claims.

Circular Fashion Initiatives

• Rental and resale platforms for maternity activewear promote circularity, extending product lifecycles.
• Brands offer repair services and take-back programs for recycling used garments.

Energy-Efficient Production

• Low-impact dyes, water-saving production processes, and carbon-neutral facilities minimize environmental footprints.

Consumer Trends

Focus on Prenatal Wellness

• Expecting mothers prioritize fitness and self-care, driving demand for high-performance maternity activewear.
• Products that accommodate prenatal exercises like yoga, walking, and stretching are in high demand.

Versatility and Style

• Maternity activewear that doubles as casual wear appeals to modern mothers seeking functional and fashionable clothing.
• Trendy designs with vibrant colors and patterns gain popularity among younger demographics.

Inclusive Sizing

• Consumers demand a wider range of sizes, including plus-size maternity activewear, to ensure inclusivity and comfort.
• Body-positive branding and marketing campaigns resonate strongly with diverse audiences.

Regulatory Insights

Regional Compliance

• North America: FTC guidelines govern the accurate labeling of maternity activewear, including sustainability claims.
• Europe: EU regulations on textile safety and environmental impact ensure compliance for maternity activewear products.
• Asia-Pacific: Governments encourage the use of organic textiles and promote prenatal fitness awareness, boosting demand.

Export Opportunities

• Rising prenatal fitness trends in Latin America and Africa create opportunities for maternity activewear brands to expand internationally.
• Lightweight and compact maternity activewear reduces shipping costs, enhancing export viability.

Challenges and Opportunities

Challenges

• High Price Sensitivity: Premium maternity activewear may deter budget-conscious consumers in certain regions.
• Short Product Lifecycle: Limited usage during pregnancy and postpartum periods poses challenges in consumer retention.

Opportunities

• Emerging Markets: Growing awareness of prenatal health in Asia-Pacific and Latin America opens untapped markets for maternity activewear.
• Product Diversification: Expanding into postpartum shapewear, nursing-friendly designs, and active swimwear offers new growth avenues.

Market Context

Regional Analysis

• North America: Leads with 40% of the market, driven by strong demand for athleisure and advanced prenatal fitness solutions.
• Europe: Represents 28%, emphasizing sustainability and high-performance activewear for expecting mothers.
• Asia-Pacific: Grows fastest with a CAGR of 8.1%, fueled by rising prenatal awareness and expanding disposable incomes.
• Latin America and MEA: Emerging regions benefit from increasing focus on maternal health and fitness.

End-Use Industry Segments

• In the maternity activewear market, retail stores dominate with a revenue contribution of 50%, providing personalized shopping experiences for expecting mothers seeking comfort and functionality.
• Online platforms account for 35% of the revenue, offering convenience, a variety of styles, and detailed size guides for easy selection.
• Specialty maternity boutiques contribute the remaining 15%, focusing on high-end, premium activewear that combines style with support.

Recommendations to Suppliers of Technologies

• Invest in Performance Fabrics: Develop fabrics with stretch, moisture-wicking, and antimicrobial properties for enhanced functionality.
• Focus on Inclusivity: Offer extended size ranges and adaptive designs to cater to diverse consumer needs.
• Expand Digital Presence: Enhance e-commerce platforms with virtual try-ons and AI-powered personalization tools.

Future Roadmap

The maternity activewear market will continue to grow as brands innovate with sustainable materials, ergonomic designs, and digital retail strategies. Companies that prioritize inclusivity, regional expansions, and eco-friendly initiatives will dominate the market. Emerging trends, such as smart textiles and wearable health monitors, will further transform the industry.

Market KPIs

Revenue and Share by Brand

Market leaders like HATCH, Seraphine, and Blanqi maintain dominance through innovation, scalability, and strong distribution networks.

Figures/Visuals

• Regional market distribution graphs showcasing dominance.
• Infographics comparing performance fabrics and traditional materials.
• Market share charts segmented by use case (fitness vs. casual wear).

Who Shaped the Year

• HATCH launched a stylish maternity activewear line featuring sustainable fabrics and body-inclusive designs.
• Seraphine expanded its eco-friendly collection with multifunctional pieces for prenatal and postpartum use.
• Blanqi introduced high-performance maternity leggings with advanced belly support and compression technology.

Key Players

Brand	HATCH
Market Contribution (%)	15%
Key Initiatives	Focused on premium, stylish maternity activewear

Brand	Seraphine
Market Contribution (%)	13%
Key Initiatives	Expanded eco-friendly designs for prenatal and postpartum

Brand	Blanqi
Market Contribution (%)	12%
Key Initiatives	Specialized in supportive, high-performance maternity wear

Market Definition

Scope of Market Definition

The maternity activewear market includes clothing designed specifically for pregnant and postpartum women, such as leggings, tops, and sports bras. This analysis excludes general activewear not tailored for maternity use.

Key Terms and Terminology

• Performance Fabrics: Advanced textiles designed for breathability, stretch, and moisture management.
• Postpartum Activewear: Clothing designed for comfort and functionality during the postpartum recovery period.
• Inclusive Sizing: Extended size ranges to accommodate diverse body shapes and sizes during pregnancy.
• Circular Fashion: Sustainable practices promoting rental, resale, and recycling of maternity garments.

Research Methodology

The primary research involved a combination of primary interviews, secondary data analysis, and industry-specific modelling. The data was cross-validated with market experts and industry stakeholders to validate the accuracy and relevance of the data.

Figures and Tables

• Revenue distribution by region.
• Market segmentation by product type.
• Growth trends by end-use industry.

Table of Content

1. Market Analysis
2. Executive Summary
3. Market Overview
   • Market Growth
   • Adoption Drivers
4. Brand Performance
   • Top Brands by Market Share
   • Year-over-Year Leaders
5. Technology Trends
   • Digital Printing
   • Smart Wall Coverings
   • Self-Adhesive and Peel-and-Stick Solutions
6. Market Context
   • Regional Analysis
   • End-user Segments
7. Advice for Technology Suppliers
   • Key Recommendations
   • Future Focus
8. Market Metrics
9. Who Shaped the Year
10. Methodology
11. Market Definition
    • Definition and Market Scope
    • Key Players