Maternity and Nursing Bras

Maternity and Nursing Bras

Specialized lingerie products such as maternity and nursing bras are created to help expectant and new mothers cover the changes and needs that they expect during pregnancy and while breastfeeding. Maternity bras are likely to have stretchable bands and cups that expand with the increasing size of the bust line while nursing bras come with some clasp or flap to aid easy feeding of the baby. Maternity and nursing wear focus on softness, and breathability together with flexibility and this helps women to remain comfortable and easily accessible throughout their maternity nursing period. They also have a range of bras that are available in different sizes and types depending on the shape and preference of the girl during this awkward stage of growth and development while giving her support and comfort through their bras.

The Maternity and Nursing Bras Market is expected to grow at a steady rate of around 12.1% owing to the rising company expansions. For instance, in November 2022, Victoria’s Secret acquired lingerie brand Adore Me for a price tag of USD 400 million, looking to its tech prowess and Gen Z customer base to help an ongoing rebrand. Moreover, the increasing awareness regarding breast health and management and significant consciousness among women to prevent breast sagging are leading to the growth of the market.

• Based on the product type, the market is bifurcated into underwire bras and wireless bras. The underwire bras segment is expected to grow at a significant rate in the forecast period as they are specially made to incorporate more structured cups to meet the requirements during pregnancy and breastfeeding. These bras employ bendable underwires that can adjust to the fluctuating size of a woman’s breasts making them a combination of the rigid underwire bras and the convenience preferred during breastfeeding. They are usually manufactured using soft and stretchable material and also have some adjustable parts in order not to cause any discomfort such as pinching. Some of the nursing bras feature nursing clasps or panels that are easy to fasten or remove, these bras take into account that nursing women have dynamic breasts that require support and functionality at the same time.
• Based on material type, the market is segmented into cotton, rayon, spandex, and others. The cotton segment held the majority share of the market in the year 2023 as they are uniquely suitable for pregnant and breastfeeding women whose bodies are constantly changing. These are some of the best bras for large breasts because they are made from soft, stretchable cotton material that can expand to accommodate the growing bust size while still offering breasts the support they need since they are flexible. Cotton’s ability to allow air in and pull moisture away from the body’s surface is ideal for regulating temperature in the skin which is crucial during pregnancy and after birth. They have straps that can be adjusted and pads that can be removed; growth cotton bras are therefore not only aesthetic but functional and practical because they provide the necessary support for a mother while at the same time making use of natural fiber that is soft on the skin. Thus, the cotton segment held a majority share of the market in the year 2023 among the material types.
• Based on the application, the market is bifurcated into pregnant women and lactating women. The lactating women segment is expected to experience significant growth in the forecast period as these bras cater to the needs of the women during the lactating period by offering support as well as flexibility. These bras are designed to adapt to the changes in the size and tenderness of the bust that takes place during breastfeeding. They are mostly built with components that can be altered, for instance, straps, bands, and cup sizes to fit the body when it is changing. Also, there are such useful nursing options as drop-down cups or side openings so that the mother can easily and unnoticeably breastfeed the baby. With an integration of these functional aspects in conjunction with soft and light fabrics, bras in this segment provide lactating mothers with the necessary support and comfort. Thus, the lactating women segment is expected to grow at a significant rate in the forecast period among the applications.
• For a better understanding of the market adoption of maternity and nursing bras, the market is analyzed based on its worldwide presence in countries such as North America (U.S., Canada, and the Rest of North America), Europe (Germany, U.K., France, Spain, Italy, Rest of Europe), Asia-Pacific (China, Japan, India, Rest of Asia-Pacific), Rest of World. North America held the majority share of the market in the year 2023 due to more women becoming attuned to maternal care and a growing number of females prioritizing comfort and practicality when pregnant and breastfeeding. Some of the trends that are driving this are an increase in luxurious maternity outfits, innovative bra designs, and improvements in size diversity among others. Moreover, due to the pandemic and the boom of e-commerce, these kinds of bras are within easier reach compared to before, and social media and influencer marketing have helped increase the awareness as well as the desire of consumers for them. For instance, in April 2021, U.S.-based TZP Group, a multi-strategy private equity firm, announced that TZP Small Cap Partners II, L.P. has acquired a majority stake in Akerson Enterprises LLC d/b/a Kindred Bravely, a leading provider of maternity and nursing basics apparel. Thus, amongst areas, North America held a significant share of the market in the year 2023.
• Some of the major players operating in the market include Bravado Designs; Motherhood; Triumph India; La Leche League International; Anita Dr. Helbig GmbH; Medela; Cake Maternity; Leading Lady Inc.; MEEMEE.IN; Zivame.