The statistic diplays the market share of the leading womens underwear companies in Western Europe in 2006 and 2015. In 2015, Triumph International held four percent of the market share for women's underwear in Western Europe.

According to Cognitive Market Research, the global Ladies underwear market size will be USD 103658.6 million in 2024. It will expand at a compound annual growth rate (CAGR) of 6.20% from 2024 to 2031.

North America held the major market share for more than 40% of the global revenue with a market size of USD 41463.4 million in 2024 and will grow at a compound annual growth rate (CAGR) of 4.4% from 2024 to 2031.
Europe accounted for a market share of over 30% of the global revenue with a market size of USD 31097.5 million.
Asia Pacific held a market share of around 23% of the global revenue with a market size of USD 23841.4 million in 2024 and will grow at a compound annual growth rate (CAGR) of 8.2% from 2024 to 2031.
Latin America had a market share of more than 5% of the global revenue with a market size of USD 5182.9 million in 2024 and will grow at a compound annual growth rate (CAGR) of 5.6% from 2024 to 2031.
Middle East and Africa had a market share of around 2% of the global revenue and was estimated at a market size of USD 2073.1 million in 2024 and will grow at a compound annual growth rate (CAGR) of 5.9% from 2024 to 2031.
The Lounge Wear category is the fastest growing segment of the Ladies underwear industry

Market Dynamics of Ladies underwear Market

Key Drivers for Ladies underwear Market

Increasing Awareness of Personal Hygiene and Health to Boost Market Growth

The increasing emphasis on personal hygiene and health has significantly boosted the demand for premium-quality underwear. Women are increasingly choosing comfortable and breathable fabrics that reduce the risk of skin irritations and infections. Additionally, the rise in active lifestyles is driving the need for functional underwear equipped with features such as moisture-wicking, odor resistance, and antibacterial properties. This trend fosters market growth by encouraging innovation and premiumization in product offerings. Brands are responding to these demands by developing advanced fabric technologies and performance-driven designs, attracting health-conscious consumers. The focus on functionality, combined with health benefits, appeals to a broad demographic, from fitness enthusiasts to everyday users, thus expanding the market base and driving consistent sales growth. Moreover, the willingness of consumers to invest in higher-quality products for long-term comfort and hygiene underpins the demand for such specialized offerings, further propelling the market forward.

Changing Fashion Trends to Drive Market Growth

Underwear has evolved beyond its traditional role as a functional garment and is now embraced as a key element of fashion. There is a growing preference for stylish options, including lace details, seamless designs, and vibrant, trendy colors. Additionally, the influence of the athleisure trend has expanded into the underwear segment, with women increasingly opting for sporty yet chic designs that align with their active and dynamic lifestyles. This shift in perception positions underwear as both a fashion and lifestyle product, driving consumer interest and increasing purchase frequency. The demand for fashionable and multifunctional designs encourages brands to innovate with materials, patterns, and aesthetics, catering to diverse tastes. The fusion of style and functionality, particularly in athleisure-inspired underwear, broadens market appeal by attracting both fashion-forward consumers and those seeking versatile products. This dual-purpose appeal not only diversifies market offerings but also boosts revenue as consumers are willing to pay a premium for products that blend comfort, style, and performance.

Restraint Factor for the Ladies underwear Market

Fluctuating Raw Material Costs Will Limit Market Growth

The cost of raw materials like cotton, silk, and synthetic fibers can be volatile due to factors such as supply chain disruptions, geopolitical tensions, and climate conditions. Rising raw material costs can lead to higher production expenses, making it challenging for manufacturers to maintain affordability without compromising quality. In certain regions, cultural and religious norms may restrict the marketing and availability of lingerie, limiting the market's growth potential. In some cultures, discussing or purchasing intimate apparel openly is still considered taboo, reducing demand in conservative markets. The lack of standardized sizing in the industry lead...

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Online Lingerie Market Size 2024-2028

The online lingerie market size is forecast to increase by USD 10.15 billion at a CAGR of 10.87% between 2023 and 2028.

The market is experiencing significant growth, driven by several key factors. Retailers benefit from the cost savings associated with operating in the online space, allowing them to offer competitive pricing and expand their customer base. The advent of subscription services has also fueled market growth, providing consumers with convenient and frequent access to new lingerie styles. 
However, increasing competition from the unorganized sector poses a challenge to established players. To remain competitive, companies must focus on offering unique lingerie, exceptional customer service, and effective marketing strategies. As consumer preferences continue to shift towards online shopping, the market is expected to witness robust growth In the coming years.

What will be the Size of the Online Lingerie Market During the Forecast Period?

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The market experiences robust growth, driven by the increasing preference for convenience and accessibility among women, particularly millennials. This market encompasses a wide range of product types, including daily wear, sportswear, bridal wear, and men's undergarments. Designs cater to diverse tastes, with an emphasis on natural beauty, flexible fabrics, and luxurious materials such as lace, cotton, nylon, silk, and sheer fabrics. 
Embroidery and designs from renowned fashion houses and independent designers continue to influence the industry. The market's expansion is also fueled by the rise of working women seeking comfortable, yet stylish undergarments. According to the Bureau of Labor Statistics, employment of women in professional and managerial roles has been steadily increasing.
The industry's growth is further propelled by the trend towards luxury materials and the fusion of fashion and functionality.

How is this Online Lingerie Industry segmented and which is the largest segment?

The online lingerie industry research report provides comprehensive data (region-wise segment analysis), with forecasts and estimates in 'USD billion' for the period 2024-2028, as well as historical data from 2018-2022 for the following segments.

Product

  Bras
  Panties
  Others


Price Range

  Economy
  Premium


Geography

  APAC

    China
    Japan


  North America

    US


  Europe

    Germany
    UK


  Middle East and Africa



  South America

By Product Insights

The bras segment is estimated to witness significant growth during the forecast period.

The market encompasses a range of intimate apparel, including bras, panties, shapewear, and briefs. Bras represent a significant market share due to their higher price point and replacement cycle. Consumers prioritize comfort and correct fit, leading to a willingness to invest in high-quality bras. Designers incorporate luxurious materials, such as silk, nylon, and cotton, as well as lace, embroidery, and jacquard patterns. Customization and the convenience of online shopping have fueled market growth. Additionally, the expansion of mobile technology has facilitated increased sales in this sector. The market caters to various customer segments, including women, millennials, and working women. Comfortable fabrics and flexible designs are essential for daily wear, while sportswear and bridal wear require specialized features.

The industry continues to evolve, with an emphasis on body positivity and inclusive sizing. Online distribution channels, including multi-brand stores and premium brands, have disrupted traditional physical retail outlets. Returns, discounts, and flexible fabric technologies are key considerations for consumers. Mergers, alliances, and global expansion are ongoing trends in the market.

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The Bras segment was valued at USD 4.67 billion in 2018 and showed a gradual increase during the forecast period.

Regional Analysis

APAC is estimated to contribute 33% to the growth of the global market during the forecast period.

Technavio's analysts have elaborately explained the regional trends and drivers that shape the market during the forecast period.

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The market in APAC is experiencing significant growth due to the region's large population, increasing disposable income, and expanding online retail sector. China and India, as the most populous countries, are major contributors to the market's volume. Flipkart, for instance, generates substantial sales during its annual big billion-day sales, with the apparel segment, which encompasses lingerie, generating a substantial revenue. The growth of B2C e-commerce in key markets like Japan and C

Europe Underwear market USD 23854.35 million in 2024 and will grow at a compound annual growth rate (CAGR) of 6.5% from 2024 to 2031. Rising consumer preference for sustainable and eco-friendly materials is expected to aid the sales to USD 38701.8 million by 2031

In 2020, the global lingerie retail market was valued at approximately 42 billion U.S. dollars and it was forecast to reach a value of 78.66 billion U.S. dollars in 2027.

The lingerie market The lingerie market is often broken into two product categories: bras and briefs. Bras were the leading product category within the lingerie market as of 2016, with a 55.5 percent share. Some of the most popular lingerie retailers in the world are Victoria’s Secret and Calvin Klein. Europe and North America held around two-thirds of the market as of 2016. In Germany, up to 25.5 percent of women claimed to be willing to spend between 30 and 54 euros for lingerie. The market is increasingly making efforts to be inclusive of all body types and center its advertising on body positivity, which are possibly attributed to the change in cultural norms. For example, 24 percent of U.S. consumers said to have liked the inclusion of plus-size models in lingerie advertising.

In 2024, the underwear market in the UK was estimated to be worth about 1.3 billion U.S. dollars, which was forecast to rise to almost 1.7 billion by 2027. The main driver in the market has been revenue generated through sales of women's underwear.  Manufacture and trade of underwear   The United Kingdom is a manufacturer of underwear, although sales figures from undergarments are ailing. Since 2008, more than half of sales from the manufacture of underwear in the UK collapsed. As far as the trade of underwear is concerned, a considerable amount of underwear is imported from overseas markets. In 2022, the value of underwear for men and boys imported from non-EU markets, for instance, was worth almost 190 million pounds, which was over 100 million more than those dispatched from the EU.  Women’s underwear   The same goes for women’s underwear. Overall, the import value of women’s undergarments for various categories was considerably greater than that for men. All categories of women’s intimate apparel included, the UK imported over 600 million British pounds worth of underwear in 2022, with bras being the highest valued item of all.

The market size of the Women Sexy Lingerie Market is categorized based on Type (Linen, Silk, Cotton, Synthetic Fiber, Other Fabric) and Application (Retail Outlets, Online Stores, Specialty Stores) and geographical regions (North America, Europe, Asia-Pacific, South America, and Middle-East and Africa).

This report provides insights into the market size and forecasts the value of the market, expressed in USD million, across these defined segments.

The market size of the Womens Lingerie Market is categorized based on Application (Online Stores, Store Front) and Product (Bra, Knickers and Panties, Lounge Wear, Shape Wear, Other) and geographical regions (North America, Europe, Asia-Pacific, South America, and Middle-East and Africa).

This report provides insights into the market size and forecasts the value of the market, expressed in USD million, across these defined segments.

According to Cognitive Market Research, The Global Sexy Lingerie market estimation is USD 14.2 billion in 2023 and will grow at a compound annual growth rate (CAGR) of 9.2% from 2023 to 2030.

The demand for Sexy Lingerie is rising due to body positivity; lingerie companies now provide a wider variety of goods in more sizes.
Demand for briefs remains higher in the Sexy Lingerie market.
The offline category held the highest Sexy Lingerie market revenue share in 2023.
North America will continue to lead, whereas the Europe Sexy Lingerie market will experience the most robust growth until 2030.

Increasing Desire for Premium Brands to Drive Market Output

The global sexy lingerie market is driven by women's increasing desire for premium brands. Women are more likely to have a wide variety of lingerie in their wardrobe due to increased spending power and a propensity to buy lingerie as contemporary clothing.During the anticipated time, the variables above are expected to generate exceptional demand for erotic lingerie services. The middle class's aspirational rise and rising disposable money will help the sensual lingerie business grow even faster. Additionally, the growing number of significant multi-brand online retailers will fuel market value growth over the anticipated period. Further, the rise in women's desire for luxury brands contributes to the expansion of the market as a whole.

Rising Trend for Body Positivity to Propel Market Growth

Individuals are encouraged by body positivity to accept their bodies and express themselves freely. This newly discovered self-acceptance has resulted in a need for lingerie that displays originality and elegance. Customers are looking for lingerie that suits their tastes, whether for vivid patterns, bright colors, or uncommon styles. To satisfy consumers' growing desire for self-expression, brands have expanded their range of products. Due to this shift in mindset, consumers are more interested in goods that celebrate and emphasize natural body traits than those that adhere to false standards. In response, lingerie companies create goods that enhance natural curves and flatter various body types.

In March 2022: Along with expanding the selection of underwear styles in various sizes, including fringe sizes like 2XS and 2XL, and introducing possibilities in a 3XL, Victoria's Secret underwent a fairly noticeable image shift.

(Source: stylesage.co/blog/the-new-era-of-victorias-secret/)

Influence of Endorsement and Online Marketing Fuels the Market Growth

Market Dynamics of the Sexy Lingerie

Socio-Cultural Taboo to Hinder Market Growth

among some cultures, wearing or even talking about lingerie openly might cause discomfort among women because it is still regarded as a taboo or private subject. As a result, the market may not expand as quickly as it might otherwise. For instance, underwear is sometimes viewed as a sign of promiscuity and sexuality in some traditional nations. Even if they are interested in wearing it, this may make women feel humiliated or ashamed. Furthermore, some societies have rigid dress regulations that forbid women from donning provocative attire, like lingerie.

Impact of COVID-19 on the Sexy Lingerie Market

The latest coronavirus pandemic severely impacted the sensual lingerie sector. There was a decline in revenue and sales of sensuous lingerie due to lockdowns caused by the COVID-19 outbreak in several nations. Additionally, customers are less interested in seductive lingerie since they are more focused on fundamental needs. The lack of workers and raw supplies hampered the production and manufacturing processes in the fashion sector. However, deliveries made via e-commerce and the import-export of raw materials from foreign countries were restricted in the early phases of the pandemic. Introduction of The Sexy Lingerie Market

Women's underwear, light dresses, and sleepwear are all in erotic lingerie. Some of the soft, elastic, and delicate fabrics utilized are silk, lycra, satin, cotton, and chiffon. Many styles include body stockings, hosiery, corsets, and bustiers. It has been noted that women want to have a variety of seductive lingerie in their wardrobe due to increased purchasing power and a desire to obtain lingerie as trendy clothing. The market is expanding due to the rising demand for sexy lingerie from online stores and i...

Women's intimate apparel categories include brassieres, briefs and panties (knitted or crocheted only), corsets and girdles and slips and petticoats. Bra imports valued highest among the four product groups. In 2022, bras imported into the UK were worth approximately 373 million British pounds.

Intimate apparel market in the UK

Compared to twenty-five years ago, there are more styles and options than ever before in the intimate apparel industry. With the rise of fashion lingerie, and the rising prices of intimate apparel, British women are more conscious of their intimate styles and their choices as a consumer. However, sales from UK underwear manufacturers are falling: sales have fallen by almost 50 percent between 2008 and 2019. While low cost manufacturing has been outsourced abroad, more intimate apparel has been imported to the UK to fill this rising demand. Imports of women’s and girl’s underwear and nightwear to the UK have stayed strong throughout this period, and had valued consistently around 140 million U.S. dollars.

Intimate apparel market worldwide

Not only is the average Brit spending more on intimate apparel, but consumer expenditure on intimate wear is increasing worldwide. By 2027, the global market value of women’s lingerie was forecasted to double from its 2018 value to approximately 78 billion U.S. dollars. Europe and North America remained the strongest players in the lingerie market. Combined, they accounted for the largest share of the market, holding approximately two thirds of the entire market value share.

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Bra Market Size 2025-2029

The bra market size is forecast to increase by USD 19.59 billion at a CAGR of 7.5% between 2024 and 2029.

The market caters to the intimate clothing needs of women, transforming this essential undergarment into a fashion accessory that reflects personal style. With an increasing number of women prioritizing comfort and customization, competitors are focusing on providing consumer-oriented bras based on specific breast sizes and shapes, with many offering options made from soft, breathable cotton. Moreover, the influence of celebrities and fashion influencers on consumer preferences is driving market growth, with e-commerce platforms playing a pivotal role in making these products easily accessible. The rise in demand for eco-friendly and sustainable production methods is another significant trend. However, the market faces challenges such as the increasing prevalence of counterfeit bras in the market, which undermines brand reputation and consumer trust. To stay competitive, companies must prioritize customer service and product quality while adopting innovative marketing strategies, especially through online channels. This market analysis report delves into these trends and challenges, providing insights into the future growth prospects of the market.

What will the size of the market be during the forecast period?

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The women's intimate clothing market is witnessing significant growth, driven by various factors. One of the notable trends is the increasing popularity of stick-on bras, which offer flexibility and convenience for women. These bras, also known as adhesive or self-adhesive bras, provide a solution for women seeking support without the traditional hooks and straps. Another trend in the market is the influence of celebrities and social media influencers on consumer preferences. Their endorsements of form-fitting bras and backless tops have led to an increase in demand for these styles. Furthermore, the bras offer a sleek, seamless appearance, making them ideal for various occasions, from work to play. Working women are another key demographic in the market. They require bras that offer comfort and support throughout the day. Padded bras and convertible bras are popular choices due to their ability to provide shape and lift, while also offering adjustability for a customized fit.
Sports bras and nursing bras are essential categories within the market. Sports bras offer support and comfort during physical activities, while nursing bras cater to the unique needs of breastfeeding mothers. Both types of bras have evolved to incorporate advanced technologies, such as moisture-wicking fabrics and seamless structures, ensuring optimal comfort and functionality. The market for intimate clothing is also witnessing a shift towards eco-friendly fabrics and sustainable materials. Organic cotton, recycled fibers, and bamboo fabric are gaining popularity due to their environmental benefits and soft, breathable textures. Specialist retailers and online stores are increasingly offering a wide range of intimate clothing made from these fabric choices. In conclusion, the women's intimate clothing market is experiencing growth due to various trends, including the rise of stick-on bras, the influence of celebrities and influencers, the demand from working women, and the shift towards eco-friendly fabrics and sustainable materials. These trends are shaping the market and providing consumers with a diverse range of options to meet their unique needs and preferences.

How is this market segmented and which is the largest segment?

The market research report provides comprehensive data (region-wise segment analysis), with forecasts and estimates in 'USD billion' for the period 2025-2029, as well as historical data from 2019-2023 for the following segments.

Type

  T-shirt bra
  Sports bra
  Nursing bra
  Stick-on bra
  Others


Distribution Channel

  Offline
  Online


Geography

  North America

    Canada
    US


  Europe

    Germany
    UK


  APAC

    China


  South America



  Middle East and Africa

By Type Insights

The T-shirt bra segment is estimated to witness significant growth during the forecast period.

T-shirt bras, also known as seamless or molded bras, are popular choices for women due to their sleek design and ability to provide proper support and lift. These bras feature smooth cups and a seamless construction, making them perfect for wearing under tight-fitting clothing such as t-shirts. One of the key attributes of t-shirt bras is their padding, which provides a subtle shape and adequate coverage without revealing any lines. Moreover, these bras are made using sustainable materials, such as organic cotton, recycled fibers, bamboo fabric, and advanced fabric technology. These breathable textiles ensure comfort and durability, while seamless s

The size and share of the market is categorized based on Type (Bra, Knickers and Panties, Lounge Wear, Shape Wear, Other) and Application (Online Stores, Store Front) and geographical regions (North America, Europe, Asia-Pacific, South America, and Middle-East and Africa).

The size and share of the market is categorized based on Type (Bras, Underwear) and Application (Lactating Women, Pregnant Women) and geographical regions (North America, Europe, Asia-Pacific, South America, and Middle-East and Africa).

According to Cognitive Market Research, the global Underwear market size will be USD 79514.5 million in 2024. It will expand at a compound annual growth rate (CAGR) of 8.00% from 2024 to 2031.

North America held the major market share for more than 40% of the global revenue with a market size of USD 31805.80 million in 2024 and will grow at a compound annual growth rate (CAGR) of 6.2% from 2024 to 2031.
Europe accounted for a market share of over 30% of the global revenue with a market size of USD 23854.35 million.
Asia Pacific held a market share of around 23% of the global revenue with a market size of USD 18288.34 million in 2024 and will grow at a compound annual growth rate (CAGR) of 10.00% from 2024 to 2031.
Latin America had a market share of more than 5% of the global revenue with a market size of USD 3975.73 million in 2024 and will grow at a compound annual growth rate (CAGR) of 7.4% from 2024 to 2031.
Middle East and Africa had a market share of around 2% of the global revenue and was estimated at a market size of USD 1590.29 million in 2024 and will grow at a compound annual growth rate (CAGR) of 7.7% from 2024 to 2031.
The Women held the highest Underwear market revenue share in 2024.

Market Dynamics of Underwear Market

Key Drivers for Underwear Market

Rising Disposable Income to Increase the Demand Globally

Rising disposable incomes lead to extra patron spending on top-rate and branded underwear. As people earn extra, they are trying to find higher quality, comfort, and emblem recognition for their purchases. This trend is especially obtrusive within the underclothes marketplace, wherein consumers are willing to pay a premium for merchandise that provides advanced materials, progressive designs, and better consolation. Brand loyalty also plays a large position, as higher-earnings consumers often pick well-known manufacturers that align with their lifestyle and standing. Additionally, increased earnings allow for greater frequent purchases and exploration of recent styles, further driving the call for top-rate and branded underwear. This shift reflects broader client conduct, where higher earnings translate into a choice for first-class over amount.

Growing Awareness of Personal Hygiene to Propel Market Growth

Growing recognition of personal hygiene is notably using demand for snug, breathable, and antimicrobial undies. As human beings turn out to be extra health-conscious, they prioritize merchandise that helps cleanliness and well-being. Underwear that offers breathability enables freshness for the day, while antimicrobial properties prevent the boom of microorganisms, reducing the threat of infections and odors. This fashion is especially prominent in activewear and everyday essentials, wherein purchasers seek undies that combine hygiene with consolation. The accelerated awareness of personal hygiene also influences buying decisions, with purchasers favoring brands that emphasize these functions. As a result, the market is seeing an upward thrust in modern undie designs that cater to those evolving preferences, reflecting a broader shift in the direction of health-centered merchandise.

Restraint Factor for the Underwear Market

Economic Downturns to Limit the Sales

During financial downturns, client spending on non-critical objects like underwear regularly declines as humans prioritize basic wishes and savings. Recessions commonly result in decreased disposable profits, main consumers to scale back on discretionary purchases. In the undies market, this indicates a shift far from premium or branded products towards more affordable alternatives or delaying purchases altogether. Brands may additionally reply with the aid of imparting reductions or specializing in price-pushed merchandise to retain clients. Additionally, customers can also opt for multipurpose or long lasting items that offer lengthy-time period use, similarly reducing the frequency of purchases. Overall, economic recessions compel customers to be more price range-conscious, impacting calls for non-vital objects like underclothes and reshaping marketplace dynamics briefly.

Impact of Covid-19 on the Underwear Market

The COVID-19 pandemic substantially impacted the underclothes marketplace, leading to shifts in patron behavior and marketplace dynamics. Lockdowns and remote work decreased demand for formal and style-orientated undies, at the same time as elevated time spent at home b...

This statistic represents the French women's favorite colors for women's lingerie in 2014. More than 15 percent of women surveyed said they liked red underwear compared to about 10 percent who preferred purple underwear.

The size and share of the market is categorized based on Type (Thermal Underwear Tops, Thermal Underwear Bottoms) and Application (Adults, Children) and geographical regions (North America, Europe, Asia-Pacific, South America, and Middle-East and Africa).

In the United Kingdom, women's night and underwear items had an estimated average price of 16.78 U.S. dollars per unit in 2020, as published as part of Statista's Consumer Market Outlook. According to estimates of the Statista Consumer Market Outlook, this is expected to increase to an average price of 20.94 U.S. dollars per unit, making women's night and underwear the most expensive per unit compared to men and children's night and underwear.