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Maternitywear - UK - January 2010

The report covers all maternitywear – including outerwear and underwear (nightwear and lingerie). Within the context of this report, maternitywear is defined as being clothing that is specifically produced for wearing during pregnancy. Underwear includes maternity support bras, nursing bras, maternity tights and swimwear.

  • The maternitywear market grew just over 1% in the two years to 2009 to reach £140 million. It has not grown as strongly as the larger womenswear market, partly due to perceptions of maternitywear as expensive.
  • Four in ten women who have ever bought maternity clothing say it's too expensive, despite the growth of ranges from lower-cost fashion stores such as Peacocks, Dorothy Perkins and H&M.
  • The increasing number of older first-time mothers creates a potential market for clothing stores with a similar shopper base (ie over-30s) to launch maternitywear. Gap and Zara are relatively new entrants, for example, helping them to continue catering for existing customers during pregnancy rather than losing them to other stores.
  • Trousers are the most popular item of maternitywear bought, followed by tops and jeans. Trousers and jeans are also growing fastest in popularity, along with lingerie.
  • The 25-34-yr old age group buys most maternity clothing and under-25s the least: jeans and tops are the must-have buy for the latter group. Expense and unfashionable styling are the key barriers to younger pregnant women buying more clothing.
  • A more fashion-oriented positioning is increasingly important amongst those in the maternitywear market. In September 2009, the leader in the maternity market, Mothercare, relaunched its range as M2b, using pregnant TV presenter Kirsty Gallacher to model and promote the range. TV presenter Holly Willoughby has also produced and promoted a maternity range available online from Very.co.uk.

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Table of contents

  1. Issues in the Market

      • Key issues
        • Definition
          • Abbreviations
          • Future Opportunities

            • Not so young, but just as stylish
              • Smart casual – with a bump
                • From bump to svelte
                  • Appealing to new Polish mothers
                    • ‘Championing’ their audience
                    • Market in Brief

                      • Birth and fertility rate
                        • Older mothers-to-be
                          • Ethnicity
                            • Economy and unemployment
                              • Behaviour trends
                                • Fashion/celebrity trends
                                  • Shopping online
                                    • Slower growth than clothing generally
                                      • Underwear highlighted for growth
                                        • Specialists have 40% of the market
                                          • Consumer attitudes
                                            • Figure 1: Main attitudes of women who have bought maternitywear, November 2009
                                        • Internal Market Environment

                                          • Key points
                                            • How women feel about their personal appearance and attractiveness
                                              • Figure 2: Personal appearance, by women expecting to give birth and women not expecting to give birth in the next 12 months, 2009
                                            • Not shrinking violets
                                              • Media influences on women buying fashion
                                                • Figure 3: Circulation trends for selected parenting and women’s magazines (January-June), 2006-09
                                              • Number of births in the UK
                                                • Figure 4: Number of births, UK, 2004-14
                                              • Fertility rate
                                                • Figure 5: Total fertility rate, UK, 1997-2008
                                              • Age pattern of fertility
                                                • Figure 6: Live births per 1,000 women in the UK, by age, 1998-2008
                                              • Growing number of older first-time mothers
                                                • Figure 7: Mean age of mother at live birth, UK, 1996-2008
                                              • Key influencing factors for giving birth later in life
                                                • Famous older mothers as role models
                                                  • What older pregnant women buy
                                                    • Impact of Sandwich Generation
                                                      • Births outside marriage
                                                        • Births to mothers born outside the UK
                                                            • Figure 8: Attitudes towards clothing and fashion among ethnic groups, by language spoken, 2008
                                                          • Women breastfeeding
                                                            • Figure 9: Initial breastfeeding rate, England and Wales, 1980-2005
                                                          • Celebrity influence and celebrity maternity ranges
                                                            • Mainstream fashion trends are an influence
                                                              • Organic/green/sustainable maternitywear
                                                                • Not just buying – but recycling/reselling/swapping
                                                                  • Growth of online
                                                                  • Broader Market Environment

                                                                    • Key points
                                                                      • UK female population trends
                                                                        • Figure 10: Trends in UK female population, by age, 2004-14
                                                                      • Employment
                                                                        • Figure 11: Trends in UK workforce and female employment, 2004-14
                                                                      • The economy
                                                                        • Figure 12: GDP, PDI, consumer expenditure and savings ratio, at current prices, 2004-14
                                                                    • Competitive Context

                                                                      • Key points
                                                                        • Figure 13: Consumer spending on maternitywear compared to all women’s clothing and value clothing at current prices, 2004-09
                                                                    • Strengths and Weaknesses in the Market

                                                                      • Strengths
                                                                        • Weaknesses
                                                                        • Who’s Innovating?

                                                                          • New business methods
                                                                            • Maternity and online
                                                                              • New nursing bras
                                                                                • Celebrity maternity dressing
                                                                                  • Mainstream fashion brands moving into maternity
                                                                                    • Promotional/marketing initiatives
                                                                                    • Market Size and Forecast

                                                                                      • Key points
                                                                                        • Maternity market steady growth
                                                                                          • Figure 14: UK retail value sales of maternitywear, at current and constant 2009 prices, 2004-14
                                                                                        • The future
                                                                                        • Segment Performance

                                                                                          • Key points
                                                                                            • Maternity sales by sector
                                                                                              • Figure 15: UK retail sales of maternity underwear and outerwear, 2004-14
                                                                                            • Overview – maternity underwear
                                                                                              • Maternity bras
                                                                                                • Maternity hosiery and swimwear
                                                                                                  • Overview – maternity outerwear
                                                                                                  • Market Share

                                                                                                    • Key points
                                                                                                      • Share analysis
                                                                                                        • Figure 16: Brand shares in the UK maternity market, by value, 2007 and 2009
                                                                                                    • Companies and Products

                                                                                                      • Major players
                                                                                                        • Blooming Marvellous
                                                                                                            • Figure 17: Blooming Marvellous, financials, 2006 and 2007
                                                                                                          • Dorothy Perkins
                                                                                                            • H&M
                                                                                                              • Isabella Oliver
                                                                                                                • JoJo Maman Bébé
                                                                                                                    • Figure 18: JoJo Maman Bébé, financials, 2007 and 2008
                                                                                                                  • Mamas & Papas
                                                                                                                      • Figure 19: Mamas & Papas, financials, 2008 and 2009
                                                                                                                    • Mothercare
                                                                                                                        • Figure 20: Mothercare UK, financials, 2008 and 2009
                                                                                                                      • Next
                                                                                                                          • Figure 21: Next Retail and Directory, financials, 2008 and 2009
                                                                                                                        • Topshop
                                                                                                                          • Smaller specialists
                                                                                                                          • Channels to Market

                                                                                                                            • Key points
                                                                                                                                • Figure 22: UK retail sales of maternitywear, by outlet type, 2007 and 2009
                                                                                                                              • Specialists – multichannel
                                                                                                                                • Non-specialists – fashion multiples and value retailers
                                                                                                                                  • Non-specialists – mail order and internet
                                                                                                                                    • Non-specialists – department stores
                                                                                                                                      • Non-specialists – grocers
                                                                                                                                      • Brand Communication and Promotion

                                                                                                                                        • Key points
                                                                                                                                          • Advertising spending trends
                                                                                                                                            • Figure 23: Main monitored media advertising expenditure on maternitywear, 12 months to August 2005-09
                                                                                                                                            • Figure 24: Main monitored media advertising expenditure on maternitywear, by media type, 12 months to August 2005-09
                                                                                                                                          • Advertising spend by company
                                                                                                                                            • Figure 25: Main monitored media advertising expenditure on maternitywear, by company (top ten), 12 months to August 2005-09
                                                                                                                                          • Sponsored and non-sponsored websites
                                                                                                                                            • Figure 26: Top five sponsored websites, by search engine, maternitywear, UK, 13 November 2009
                                                                                                                                            • Figure 27: Top five results (non-sponsored) maternitywear, by search engine, UK, 13 November 2009
                                                                                                                                        • What Maternitywear is Bought?

                                                                                                                                          • Key points
                                                                                                                                            • What maternitywear is bought, and by whom?
                                                                                                                                              • Figure 28: Maternitywear bought, 2007 and 2009
                                                                                                                                            • Trousers and tops are the maternity essentials
                                                                                                                                              • Core younger shoppers lose interest when it comes to maternitywear
                                                                                                                                                • Figure 29: Most popular maternitywear bought, by age group, November 2009
                                                                                                                                              • Trousers and jeans see the biggest rises in purchase
                                                                                                                                                • Underwear singled out for more growth
                                                                                                                                                  • Differences in women younger/older than 35
                                                                                                                                                    • Repertoire
                                                                                                                                                      • Figure 30: Number of maternitywear items bought, November 2009
                                                                                                                                                    • Items of maternitywear bought, by demographics
                                                                                                                                                        • Figure 31: Number of maternitywear items bought, by demographics, November 2009
                                                                                                                                                      • Attitudes towards maternity clothing by number of items purchased
                                                                                                                                                        • Figure 32: Attitudes towards maternity clothing, by number of maternitywear items bought, November 2009
                                                                                                                                                    • Attitudes Towards Maternitywear

                                                                                                                                                      • Key points
                                                                                                                                                          • Figure 33: Attitudes towards maternitywear, November 2009
                                                                                                                                                        • Changing attitudes?
                                                                                                                                                          • Price, selection and fashionability – the key triangle of attributes
                                                                                                                                                            • Sizing issues
                                                                                                                                                              • Figure 34: Most popular attitudes towards maternitywear, by age group, November 2009
                                                                                                                                                            • Swapping or buying second-hand?
                                                                                                                                                              • Figure 35: Next most popular attitudes towards maternitywear, by age group, November 2009
                                                                                                                                                            • Special occasion and formalwear opportunity
                                                                                                                                                              • Internet opportunity
                                                                                                                                                              • Impact of Attitudes on Purchasing

                                                                                                                                                                • Key points
                                                                                                                                                                    • Figure 36: Most popular maternitywear bought, by attitudes towards maternitywear, November 2009
                                                                                                                                                                  • Price, choice and fashionability
                                                                                                                                                                    • Swapping and buying second-hand
                                                                                                                                                                      • Figure 37: Next most popular maternitywear bought, by attitudes towards maternitywear, November 2009
                                                                                                                                                                    • Attitudes towards clothing, by type of clothing bought
                                                                                                                                                                      • Figure 38: Most popular attitudes towards maternitywear, by maternitywear bought, November 2009
                                                                                                                                                                  • Target Groups

                                                                                                                                                                      • Figure 39: Target groups for maternitywear, November 2009
                                                                                                                                                                    • Enthusiasts (17%)
                                                                                                                                                                      • Budget Bumps (34%)
                                                                                                                                                                        • Traditionals (49%)
                                                                                                                                                                        • Appendix – What Maternitywear is Bought?

                                                                                                                                                                            • Figure 40: Most popular maternitywear bought, by demographics, November 2009
                                                                                                                                                                            • Figure 41: Next most popular maternitywear bought, by demographics, November 2009
                                                                                                                                                                            • Figure 42: Repertoire of number of maternitywear items bought, by demographics, November 2009
                                                                                                                                                                        • Appendix – Attitudes Towards Maternitywear

                                                                                                                                                                            • Figure 43: Maternitywear bought, by age group, November 2009
                                                                                                                                                                            • Figure 44: Attitudes towards maternitywear, by age group, November 2009
                                                                                                                                                                        • Appendix – Impact of Attitudes on Purchasing

                                                                                                                                                                            • Figure 45: Most popular attitudes towards maternitywear, by demographics, November 2009
                                                                                                                                                                            • Figure 46: Next most popular attitudes towards maternitywear, by demographics, November 2009 (continued)
                                                                                                                                                                        • Appendix – Target Groups

                                                                                                                                                                            • Figure 47: Target groups, by demographics, November 2009
                                                                                                                                                                            • Figure 48: Maternitywear bought, by target groups, November 2009
                                                                                                                                                                            • Figure 49: Attitudes towards maternity clothing, by target groups, November 2009

                                                                                                                                                                        Companies Covered

                                                                                                                                                                        • Agent Provocateur Ltd
                                                                                                                                                                        • Amoralia Ltd
                                                                                                                                                                        • Arcadia Group
                                                                                                                                                                        • Arev
                                                                                                                                                                        • Asda Group Ltd
                                                                                                                                                                        • ASOS
                                                                                                                                                                        • Audit Bureau of Circulations
                                                                                                                                                                        • Bauer Consumer Media
                                                                                                                                                                        • Bentalls Plc
                                                                                                                                                                        • Bhs Ltd
                                                                                                                                                                        • Blossom Mother and Child
                                                                                                                                                                        • Bluewater Shopping Centre
                                                                                                                                                                        • Bravissimo Ltd
                                                                                                                                                                        • British Market Research Bureau (BMRB)
                                                                                                                                                                        • Channel 4
                                                                                                                                                                        • Co-operative Group
                                                                                                                                                                        • Condé Nast Publications Inc.
                                                                                                                                                                        • Debenhams Total (GTV)
                                                                                                                                                                        • Department of Health
                                                                                                                                                                        • Dorothy Perkins old
                                                                                                                                                                        • Early Learning Centre Ltd
                                                                                                                                                                        • Elle MacPherson Intimates
                                                                                                                                                                        • Emap plc
                                                                                                                                                                        • Ethel Austin Ltd
                                                                                                                                                                        • Evans old
                                                                                                                                                                        • Figleaves.com
                                                                                                                                                                        • Fitness First Plc
                                                                                                                                                                        • Formes
                                                                                                                                                                        • FunMum Products
                                                                                                                                                                        • Gap Inc
                                                                                                                                                                        • Google UK
                                                                                                                                                                        • Government Actuary's Department (GAD)
                                                                                                                                                                        • Grazia
                                                                                                                                                                        • Grupo Inditex
                                                                                                                                                                        • H&M Hennes & Mauritz
                                                                                                                                                                        • Hachette Filipacchi UK
                                                                                                                                                                        • Harrods Group Total
                                                                                                                                                                        • Hipp UK Ltd
                                                                                                                                                                        • IPC Media Ltd.
                                                                                                                                                                        • Isabella Oliver
                                                                                                                                                                        • J. Sainsbury
                                                                                                                                                                        • JoJo Maman Bebe Ltd
                                                                                                                                                                        • La Senza Ltd
                                                                                                                                                                        • Mamas & Papas Retail Ltd
                                                                                                                                                                        • Marks & Spencer
                                                                                                                                                                        • Matalan Ltd
                                                                                                                                                                        • Mothercare Plc
                                                                                                                                                                        • MSN UK
                                                                                                                                                                        • N Brown Group Plc
                                                                                                                                                                        • New Look Group Plc
                                                                                                                                                                        • Next Group
                                                                                                                                                                        • Nintendo UK Entertainment Ltd
                                                                                                                                                                        • Northern & Shell plc
                                                                                                                                                                        • Office for National Statistics
                                                                                                                                                                        • Peacocks
                                                                                                                                                                        • Primark Stores Ltd
                                                                                                                                                                        • River Island Clothing Co Ltd
                                                                                                                                                                        • Spanx Inc [Spanx by Sara Blakeley]
                                                                                                                                                                        • Tesco Plc
                                                                                                                                                                        • Topshop old
                                                                                                                                                                        • True Religion
                                                                                                                                                                        • Wm Morrison Supermarkets
                                                                                                                                                                        • Yahoo! UK & Ireland

                                                                                                                                                                        Maternitywear - UK - January 2010

                                                                                                                                                                        US $2,583.33 (Excl.Tax)