Nursing & Maternity Bras Market Size, Share, Growth, and Industry Analysis, By Type (Underwire Nursing Bras, and Wireless Nursing Bras), By Application (Pregnant Women, and Lactating Women), Regional Forecast To 2034

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NURSING AND MATERNITY BRAS MARKET OVERVIEW

The global nursing and maternity bras market size was valued at USD 1.43 billion in 2025 and is expected to reach USD 2.13 billion by 2034, growing at a compound annual growth rate (CAGR) of about 4.5% from 2025 to 2034.

The global COVID-19 pandemic has been unprecedented and staggering, with the market experiencing higher-than-anticipated demand across all regions compared to pre-pandemic levels. The sudden rise in CAGR is attributable to the market’s growth and demand returning to pre-pandemic levels once the pandemic is over.

The global nursing & maternity bras is also known as, feeding bras. A nursing bra is a tailored brassiere used by pregnant or lactating women that allows them to nurse comfortably without removing their bra. The flaps on the customizable bra cups may be opened with one hand. Several variables influence the worldwide nursing bra market. New emerging markets, attaining development through online retailing, brand positioning, and targeting the expanding ambitious consumer sector are among the factors that are expected to increase demand for maternity bras throughout the forecast period.

The global nursing & maternity bras market progression can be credited to the upsurge in the demand due to increasing awareness of health and increasing convenience for pregnant and lactating women. Furthermore, certain nursing bras may also be used as sports bras, making it easier for a nursing mother to exercise. Nursing bras are integrated into some clothing, such as tank tops and T-shirts, and there are also cushioned and plus-size nursing bras. The benefit of wearing a nursing bra is encouraging pregnant and lactating women to opt for the nursing bra to ensure they feel comfortable.

KEY FINDINGS

COVID-19 IMPACT

 Pandemic led to disruption in the distribution channel as raw materials couldn’t reach the industries

The effects of the COVID-19 pandemic are already being felt on a global level, the global nursing & maternity bras was significantly influenced. The outbreak of COVID-19 had a negative impact on several markets. Various countries went into lockdown. With sudden pandemic, all kinds of businesses observed disruptions. The pandemic had a significant impact on the chemicals & advanced materials as well. Disruption in the distribution channel was an important cause as adequate raw materials couldn't reach the industries for production, the delivery of finished products to the dedicated stores was not possible. Consumers had no option to visit the specialized stores or order a pair of nursing bra through e-commerce websites.

LATEST TRENDS

Broad usage of online retailers, the internet, and improved high-end devices assist to expand the industry

Globally there is an increase in demand for nursing bras owing to an increase in the sales channel. Online media drives demand for nursing bras. Consumers have simple access to the internet distribution channel, where new design and fabric solutions are available for different requirements from the consumers. Next day shipping for consumers is possible with new high-end equipment. To increase sales by utilizing new technologies provided by various websites and online retailers.

• According to UNICEF’s Global Breastfeeding Scorecard (2023), 48% of infants are now exclusively breastfed for the first 6 months (an increase of ~10 percentage points over the last decade), indicating stronger demand for breastfeeding-support products such as nursing bras.

• IBLCE reports ~38,000 IBCLCs practising worldwide (covering 136 countries), increasing professional lactation support and creating demand for supportive nursing apparel and pumping-friendly bras.

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NURSING AND MATERNITY BRAS MARKET SEGMENTATION

By Type

Based on type, the global nursing & maternity bras market is divided into underwire nursing bras, and wireless nursing bras.

By Application

Based on application, the market is divided into pregnant women, and lactating women.

DRIVING FACTORS

Rise in celebrity endorsements of nursing bras to promote awareness

The nursing bras industry is about to boost because of the growing prestige of celebrity endorsement boosting demand for nursing bras. The companies approach renowned social media creators and other celebrities to endorse their brand as they have a high social media following. The advertisement expected to reach a large group of people. Promotion is creating awareness in the customer to adapt to a better quality of nursing bras and how can it make a difference during the period of pregnancy or after pregnancy. By the advertising, the companies are conveying a message that by using their product the consumer is expected to achieve comfort and convenience.

• According to WHO, about 140 million births occur globally each year — a steady annual cohort of postpartum women that forms the primary addressable population for nursing & maternity bras.

• The Baby-Friendly Hospital Initiative (WHO/UNICEF) has designated >20,000 maternity facilities across ~150 countries as “Baby-Friendly,” increasing facility-level breastfeeding support.

A need for lightweight nursing bras to tackle the heat generated by global warming

Global warming is a genuine concern for consumers all over the world. Due to global warming, the climate of the earth is getting hotter. To tackle this hot weather, manufacturing companies should develop their fabrics. A developed nursing bra made of breathable fabrics, expected to resolve the problem as they will be more comfortable on the skin and will reduce the rate of perspiration.

RESTRAINING FACTORS

fitness concerns such as breathing problem and chest discomfort to impede market growth

A poor bra fit or a wired maternity bra that is overly tight might lead to a number of health problems. The most frequent one is that it could make women feel out of breath and also hinder breastfeeding and milk generation. Someone who wears a poorly fitting bra could experience breathlessness. This happens as a tight bra prevents a woman's ribs from moving freely. They consequently start to breathe superficially rather than breathing deeply. Regular headaches may also be caused by a bra that fits too tightly. If brasserie is not suitable, the neck and upper back may endure severe stress. These factors are restraining revenue growth of the maternity bra market.

• WHO/UNICEF monitoring finds many countries still need stronger implementation of the International Code of Marketing of Breast-milk Substitutes (Code); the WHO status reports emphasise that dozens of countries have gaps in legal Code implementation, reducing breastfeeding durations and indirectly limiting demand for specialist breastfeeding apparel.

• Multiple public-health surveys and reviews indicate roughly 60% of mothers do not meet their intended breastfeeding goals (early cessation / difficulty), which reduces lifetime product use per mother and acts as a market restraint for repeat-purchase nursing apparel.

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NURSING AND MATERNITY BRAS MARKET REGIONAL INSIGHTS

North America to dominate the market due to rising awareness about lactation

North America is estimated to be the fastest-growing region in the overall market over the forecast period, owing to increasing awareness about lactation and other benefits of breastfeeding among women. In addition, the growing demand for stylish and comfortable nursing apparel is anticipated to drive regional growth over the forecast period.

The Asia Pacific is expected to witness significant growth during the forecast period owing to rising disposable income, especially in developing countries such as China, India, Bangladesh, and Pakistan among others are anticipated boost product sales, particularly through online channels thereby driving regional growth over the projected time frame.

KEY INDUSTRY PLAYERS

Market Players to adopt various strategies to Boost Market Growth

The report delivers information about the list of market players and their operations in the industry. The information is collected and reported with proper research, technological developments, acquisitions, mergers, expanding production lines, and partnerships. Other aspects examined for this market include companies producing and introducing new products, regions they conduct their operations in, automation, technology adoption, generating the most revenue, and making a difference with their products.

• Medela — Established in 1961, the company employs approximately 1,500 people and distributes products in over 100 countries worldwide.

• Leading Lady — A U.S.-based brand known for maternity and nursing bras, offering extended sizing that spans band sizes 34 through 56.

List of Top Nursing And Maternity Bras Companies

• Bravado (U.S.)
• Destination Maternity (Motherhood) (U.S.)
• Triumph (United Kingdom)
• La Leche League (U.S.)
• Anita (Germany)
• Medela (Switzerland)
• Cake Maternity (Australia)
• Leading Lady (U.S.)
• Cantaloop (Hong Kong, China)
• Rosemadame (U.S.)
• Senshukai (Japan)

REPORT COVERAGE

This report examines an understanding of the global nursing & maternity bras market’s size, share, growth rate, segmentation by type, application, key players, and previous and current market scenarios. The report also collects the market’s precise data and forecasts by market experts. Also, it describes the study of this industry’s financial performance, investments, growth, innovation marks, and new product launches by the top companies and offers deep insights into the current market structure, competitive analysis based on key players, key driving forces, and restraints that affect the demand for growth, opportunities, and risks.

Furthermore, the post-COVID-19 pandemic’s effects on international market restrictions and a deep understanding of how the industry will recover, and strategies are also stated in the report. The competitive landscape has also been examined in detail to provide clarification of the competitive landscape.

This report also discloses the research based on methodologies that define price trend analysis of target companies, collection of data, statistics, target competitors, import-export, information, and previous years’ records based on market sales. Moreover, all the significant factors which influence the market such as small or medium business industry, macroeconomic indicators, value chain analysis, and demand-side dynamics, with all the major business players have been explained in detail. This analysis is subject to modification if the key players and feasible analysis of market dynamics change.