European Maternity Active wear Market Outlook 2025-2035: Key Developments and Future Scope

The global maternity activewear market is experiencing remarkable growth, driven by evolving consumer preferences and an increasing focus on fitness and well-being among expecting mothers. Estimated at USD 8.0 billion in 2025, the market is projected to surge to USD 14.0 billion by 2035, reflecting a robust compound annual growth rate (CAGR) of 5.6% over the forecast period.

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Growing Demand for Functional and Stylish Maternity Activewear

Modern expecting mothers are embracing active lifestyles, seeking apparel that supports both their fitness goals and comfort needs during pregnancy. This shift has catalyzed the expansion of the maternity activewear market, with brands responding by developing clothing that blends fashion, functionality, and comfort seamlessly.
Maternity activewear is no longer just about accommodating a growing belly; it's about offering flexibility, breathability, and support. Consumers increasingly prioritize garments made with advanced fabric technologies that provide stretch and moisture-wicking properties, making it easier for pregnant women to continue fitness routines safely and comfortably.

Key Market Segments Driving Growth

• Among product types, outerwear leads the market with a dominant share of approximately 74.4% in 2025. Leggings, tops, jackets, and hoodies designed specifically for maternity wear have become essentials for expecting mothers. Their versatility allows use not only during exercise but also as everyday casual wear, enhancing their appeal.
• In terms of materials, cotton stands out as the preferred choice, capturing 41.1% of the market share in 2025. Known for its softness, breathability, and skin-friendly qualities, cotton ensures maximum comfort and temperature regulation during physical activity. Moreover, sustainability trends are pushing the demand for natural fibers like cotton over synthetic alternatives, aligning with eco-conscious consumer behavior.
• When it comes to purchasing channels, online retailers dominate with a 46.2% share. The convenience of e-commerce platforms, broad product selections, customizable sizing, and easy return policies have made online shopping the preferred method for maternity activewear purchases. Digital marketing and influencer endorsements further fuel growth in this segment.

Regional Insights and Market Dynamics

The maternity activewear market showcases significant activity across multiple regions, with North America, Asia-Pacific, and Europe standing out as key growth areas.
• North America, particularly the United States, reflects a strong market driven by health-conscious expecting mothers who integrate fitness into their pregnancy journeys. The demand here is bolstered by rising disposable incomes and a well-established retail infrastructure.
• The United Kingdom sees maternity activewear buyers looking for a blend of style and practicality, seeking trendy yet functional apparel that complements their active lifestyles.
• In Japan, comfort and quality are paramount. Pregnant women prioritize meticulously designed activewear that offers superior support and ease of movement.
• Singapore represents a booming market, fueled by active urban lifestyles where fitness and wellness are highly valued. Expecting mothers in Singapore look for versatile maternity activewear that caters to both exercise and leisure.
• India emerges as a promising market with rising awareness about prenatal fitness, blending traditional aesthetics with modern designs to meet diverse consumer preferences.
Projected CAGR values reinforce these regional trends, with Singapore leading at 10.4%, followed by Japan (9.7%), India (9.2%), the UK (6.5%), and the US (5.9%).

Innovation and Sustainability Shaping the Market

Innovation is at the heart of the maternity activewear market's future growth. Brands are investing in fabric technologies that enhance comfort, stretchability, and durability to meet the dynamic needs of pregnant women. Seamless construction, breathable materials, and adaptive fits are becoming standard features.
Sustainability is also gaining momentum. The adoption of eco-friendly fabrics such as organic cotton and recycled polyester is reshaping production practices. For example, collaborations like the one between H&M Group and Vargas Holding in 2025 focus on advancing textile-to-textile recycled polyester, signaling the industry's commitment to greener solutions.

Challenges and Market Risks

Despite promising growth, the maternity activewear market faces certain challenges. Limited size ranges and style options from some brands restrict accessibility for all body types, potentially alienating some consumers. Additionally, maternity activewear tends to be priced higher than regular activewear due to specialized designs and materials, which might deter price-sensitive buyers.
Concerns about durability also linger, as some consumers question the longevity of maternity-specific garments compared to standard activewear. Addressing these issues will be critical for brands aiming to expand their customer base and ensure long-term loyalty.

Competitive Landscape and Market Players

The maternity activewear market features a diverse mix of established players and emerging brands. Industry leaders such as Ingrid & Isabel, Blanqi, Motherhood Maternity, Seraphine, and Active Truth continue to innovate with new designs and fabric technologies. Emerging brands differentiate themselves through eco-friendly materials and inclusive sizing.
Competition is also fueled by digital marketing strategies, with brands leveraging social media influencers and personalized online shopping experiences to capture the attention of expecting mothers.

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Looking Ahead: A Flourishing Market

With a projected CAGR of 5.6% from 2025 to 2035, the maternity activewear market is set for sustained growth. This expansion reflects broader societal trends toward fitness, wellness, and sustainable fashion during pregnancy.
The future promises continued innovation, inclusivity, and enhanced shopping experiences that empower expecting mothers to maintain active lifestyles confidently and stylishly. As consumer awareness grows and new technologies emerge, maternity activewear will evolve beyond necessity to become a key aspect of modern maternity fashion.

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