Australia Maternity Wear Market Size, Share, and COVID-19 Impact Analysis, By Product (Nightwear, Outerwear, and Innerwear), By Distribution Channel (Store-based, and Online), and Australia Maternity Wear Market Insights, Industry Trend, Forecasts to 2035

Australia Maternity Wear Market Insights Forecasts to 2035

• The Australia Maternity Wear Market Size Was Estimated at USD 262.6 Million in 2024
• The Market Size is Expected to Grow at a CAGR of Around 5.48% from 2025 to 2035
• The Australia Maternity Wear Market Size is Expected to Reach USD 472.3 Million by 2035

According to a research report published by Spherical Insights & Consulting, The Australia Maternity Wear Market Size Is Anticipated To Reach USD 472.3 Million By 2035, Growing At A CAGR Of 5.48% From 2025 To 2035. The maternity wear market in Australia is driven by the need for comfortable, practical, and fashionable pregnancy apparel options, growing maternal age, growing fashion consciousness among expectant mothers, more online retail penetration, and higher disposable incomes.

Market Overview

The Australia maternity wear market refers to the industry dedicated to developing, producing and selling fashion products that meet the needs of pregnant women. The garments provide comfort to pregnant women while allowing them to move freely and stay supported during their entire pregnancy period. The product range consists of maternity dresses, tops, jeans, activewear, innerwear and nursing wear. The applications include casual wear, office clothes, special event outfits and postpartum clothing, which combine practical use with changing fashion styles and customer tastes.

The maternity wear market in Australia receives support from industry programs that work to develop the entire textile and fashion sector. The Quick Response Fashion Grants program provides financial support of up to AUD 10,000 to designers. The NSW Fashion Sector Strategy dedicated approximately AUD 750,000 to assist local fashion enterprises. The government of Victoria allocated AUD 4 million to promote ethical textile production, which the maternity wear companies will benefit from.

The Australia maternity wear market has recently expanded through local brands, which are now offering more online products and their new partnership with influencers who will help them reach more customers. The market for sustainable fashion is growing through the rising popularity of adaptive clothing, which includes sustainable design elements. Future opportunities exist through the development of inclusive sizing options, eco-friendly fabric materials and customized e-commerce solutions which will meet the evolving needs of mothers.

Report Coverage

This research report categorizes the market for the Australia maternity wear market based on various segments and regions, and forecasts revenue growth and analyses trends in each submarket. The report analyses the key growth drivers, opportunities, and challenges influencing the Australia maternity wear market. Recent market developments and competitive strategies, such as expansion, product launch, development, partnership, merger, and acquisition, have been included to draw the competitive landscape in the market. The report strategically identifies and profiles the key market players and analyses their core competencies in each sub-segment of the Australia maternity wear market.

Driving Factors

The maternity wear market in Australia is driven by the rising maternal age and increased awareness about pregnancy health and comfort, and the growing need for stylish yet practical maternity clothing. The increasing availability of e-commerce platforms, together with higher disposable incomes, makes maternity fashion products more accessible to consumers. Social media platforms, together with celebrity endorsements, determine which products consumers will prefer. The market expansion throughout urban areas is driven by sustainable organic fabric demand and the need for multipurpose postpartum clothing.

Restraining Factors

The maternity wear market in Australia is mostly constrained by the limited usage period of maternity clothing, the high product prices, the availability of affordable alternatives, the fluctuating birth rates and the consumer preference for adaptable regular apparel instead of dedicated maternity wear.

Market Segmentation

The Australia maternity wear market share is classified into product and distribution channel.

• The outerwear segment accounted for the largest revenue market share in 2024 and is expected to grow at a significant CAGR during the forecast period. 

The Australia maternity wear market is segmented by product into nightwear, outerwear, and innerwear. Among these, the outerwear segment accounted for the largest revenue market share in 2024 and is expected to grow at a significant CAGR during the forecast period. This is due to the fact that pregnant women need to wear dresses, tops, and bottoms that are comfortable and adjustable for both social and professional settings. The highest sales share and growth in outerwear are driven by frequent purchases during pregnancy and higher spending on fashionable, practical maternity clothing.

• The store-based segment dominated the share in 2024 and is anticipated to grow at a remarkable CAGR during the forecast period. 

The Australia maternity wear market is segmented by distribution channel into store-based, and online. Among these, the store-based segment dominated the share in 2024 and is anticipated to grow at a remarkable CAGR during the forecast period. This is because pregnant women prefer to try on clothing to ensure that it fits, is comfortable, and is made of high-quality fabric. Physical storefronts boost customer confidence by offering instant product availability and individualized help. However, because of its ease and greater selection of products, the online market is expanding quickly.

Competitive Analysis:

The report offers the appropriate analysis of the key organizations/companies involved within the Australia maternity wear market, along with a comparative evaluation primarily based on their product offering, business overviews, geographic presence, enterprise strategies, segment market share, and SWOT analysis. The report also provides an elaborate analysis focusing on the current news and developments of the companies, which includes product development, innovations, joint ventures, partnerships, mergers & acquisitions, strategic alliances, and others. This allows for the evaluation of the overall competition within the market.

List of Key Companies

• Cake Maternity
• Avani Maternity
• LJB Maternity Wear
• Mad House Mums
• Queen Bee Maternity
• Little Miracles Maternity Wear
• Bae Maternity Clothes
• Soon Maternity
• Billie Maed in Australia
• Preggers Maternity
• Others

Key Target Audience

• Market Players
• Investors
• End-users
• Government Authorities 
• Consulting and Research Firm
• Venture capitalists
• Value-Added Resellers (VARs)

Recent Developments:

• In January 2026, Pregnant women in Australia are adopting fashionable, body-confident attire and maternity wear that goes beyond conventional designs, thanks to a new fashion trend known as "bump flashing."

• In October 2025, Model Jasmine Tookes starred in a new joint ad by Australian maternity fashion firm Bumpsuit, which reinforced practical, fashionable maternity clothes by fusing maternity wear with wellness items.

• In August 2025, Australian activewear company Active Truth, in partnership with TV personality Jules Robinson, unveiled a 25-piece size-inclusive collection that emphasizes inclusive design and comfort throughout pregnancy.

Market Segment

This study forecasts revenue at the Australia, regional, and country levels from 2020 to 2035. Spherical Insights has segmented the Australia maternity wear market based on the below-mentioned segments:

Australia Maternity Wear Market, By Product

• Nightwear
• Outerwear
• Innerwear

Australia Maternity Wear Market, By Distribution Channel

• Store-based
• Online