Women Innerwear Market Outlook

The global women innerwear market size was valued at USD 83.15 billion in 2023 and is projected to reach USD 123.50 billion by 2032, growing at a CAGR of 4.5% during the forecast period. The growth in this market is driven by increasing awareness about personal health and hygiene, rising disposable incomes, and the evolving fashion trends that emphasize comfort and style.

One of the major growth factors for the women innerwear market is the increasing emphasis on personal comfort and hygiene. As consumers become more health-conscious, there is a rising demand for innerwear made from breathable and hypoallergenic materials. This has led to manufacturers focusing on innovative fabrics and designs that cater to the growing need for comfort without compromising on style. Additionally, the ongoing advancements in textile technology have enabled the production of innerwear that provides better support and fit, thereby enhancing overall consumer satisfaction.

Moreover, the rising disposable incomes, especially in emerging economies, have significantly contributed to the growth of the women innerwear market. As consumers have more purchasing power, there is a higher propensity to spend on premium and branded innerwear products. This has led to a surge in the demand for high-quality, fashionable, and durable innerwear. Furthermore, the influence of social media and celebrity endorsements has played a crucial role in shaping consumer preferences and driving the popularity of various innerwear brands.

Fashion trends and changing lifestyles are also pivotal in the market's growth. The increasing participation of women in the workforce and their growing involvement in fitness and leisure activities have created a demand for a diverse range of innerwear products that cater to different needs. From functional and supportive sports bras to elegant and stylish lingerie, the market is witnessing a broadening of its product portfolio to meet the varied preferences of contemporary women. Additionally, the trend towards sustainable and eco-friendly fashion has led to the introduction of innerwear made from organic and recycled materials, further driving market expansion.

Regionally, the women innerwear market is witnessing significant growth across various geographies. North America and Europe are mature markets characterized by high consumer spending on premium innerwear brands and a strong presence of key market players. On the other hand, the Asia Pacific region is emerging as a lucrative market, driven by the large population base, rapid urbanization, and increasing disposable incomes. Countries like China and India are at the forefront of this growth, with a rising middle class and evolving fashion preferences contributing to the expanding market. Latin America and the Middle East & Africa are also showing promising growth, albeit at a relatively slower pace compared to other regions.

Ladies Panties have become an integral part of the innerwear market, not only for their essential role in daily wear but also for their evolving designs that cater to modern fashion sensibilities. The market for panties is witnessing a surge in demand due to the increasing preference for comfort and hygiene. Innovations in fabric technology have led to the creation of panties that offer enhanced breathability and moisture-wicking properties, making them ideal for everyday use. Additionally, the trend of matching innerwear sets has further boosted the popularity of panties, as consumers seek coordinated and stylish options. This segment continues to grow as manufacturers introduce new styles and materials to meet the diverse needs of contemporary women.

Product Type Analysis

The women innerwear market is segmented by product type into bras, panties, shapewear, lingerie, sleepwear, and others. Among these, bras hold a significant share of the market, driven by their essential role in women's wardrobes. Innovations in bra design, such as wireless bras, sports bras, and nursing bras, have expanded the market's reach. The demand for bras is further fueled by their necessity for daily wear and the availability of a wide range of styles and sizes, catering to diverse consumer needs and preferences.

Panties are another crucial segment in the women innerwear market. The variety in styles, including briefs, thongs, and hipsters, caters to different preferences and occasions. The increasing focus on c

Unlock data-backed intelligence on India Women Innerwear Market, size at USD 3 Billion in 2023 featuring strategic insights and key developments.

The women's innerwear market, a significant segment of the global apparel industry, is experiencing robust growth driven by several key factors. Rising disposable incomes, particularly in developing economies, are fueling increased spending on premium and comfortable undergarments. Furthermore, evolving fashion trends, a greater emphasis on body positivity and inclusivity, and the growing popularity of athleisure apparel are all contributing to market expansion. The market segmentation reveals strong demand across various applications, with "For Sleeping" and "For Entertaining" categories leading the way, reflecting the increasing focus on comfort and style in different contexts. The "Bra" type dominates the product category, underscoring its essential role in the women's wardrobe. Key players like La Perla, Chantelle, and Victoria's Secret are leveraging brand recognition and innovative product designs to maintain market share, while emerging brands focus on niche segments like sustainable or ethically sourced materials to attract environmentally conscious consumers. Competition is fierce, yet the market offers significant opportunities for growth through product diversification, targeted marketing campaigns focused on specific demographics and lifestyle choices, and expansion into untapped markets. The geographical distribution of the market shows strong presence in North America and Europe, driven by established consumer preferences and purchasing power. However, significant growth potential exists in Asia-Pacific regions like China and India, due to rising middle classes and shifting cultural attitudes toward fashion and self-care. The forecast period (2025-2033) suggests continued expansion, fueled by the aforementioned drivers and a projected Compound Annual Growth Rate (CAGR), though the precise figure is not provided and must be estimated based on general industry trends. Challenges include fluctuating raw material prices, increased competition, and adapting to changing consumer preferences which necessitate continuous innovation and marketing strategies. The market's trajectory will be shaped by the successful navigation of these factors, along with effective brand building, and strategic expansion in both developed and emerging markets.

The global female innerwear market is a substantial and dynamic sector, projected to experience significant growth over the forecast period (2025-2033). While precise market size figures for 2025 are unavailable, considering a typical CAGR of, let's assume, 5-7% for this market segment and a base year value (say $100 billion for illustrative purposes only, actual figure needed for accurate calculation), we can estimate a 2025 market size of approximately $105 billion to $107 billion. This growth is driven by several factors. Increasing disposable incomes, particularly in developing economies, fuel higher spending on apparel, including premium innerwear. Evolving fashion trends, a greater emphasis on comfort and body positivity, and the rise of athleisure contribute to strong consumer demand for diverse product types, from everyday bras and panties to specialized shapewear and performance-oriented activewear. The expansion of e-commerce channels also significantly boosts accessibility and sales, catering to a broader customer base and offering personalized shopping experiences. However, the market faces challenges such as economic downturns that can impact discretionary spending, fluctuations in raw material prices affecting production costs, and heightened competition amongst established brands and emerging players. This competition manifests in innovation around materials, designs, and marketing strategies, creating a dynamic landscape. The segmentation of the female innerwear market offers diverse opportunities. The online sales channel is rapidly expanding, while the traditional brick-and-mortar channels—department stores, specialty stores, and supermarkets—continue to play vital roles in distribution. Product categories like bras, underpants, and sleepwear remain staples, while growth is particularly notable in shapewear and specialized active innerwear segments, reflecting increased health consciousness and fitness trends. Geographical growth varies; markets in Asia-Pacific and North America show robust growth fueled by increasing consumerism and diverse preferences, while European markets show a relatively steadier, matured growth profile. Leading brands invest heavily in marketing, brand building, and product diversification to maintain market share and attract new customers, particularly within the digitally active younger consumer demographic. Future success within the market requires adapting to changing consumer preferences, incorporating sustainable practices, and maintaining competitiveness through innovation.

The retail value of underwear for women in Japan was forecast to reach *** billion Japanese yen in 2024, remaining at a similar level as the previous year. The highest annual decline was recorded in 2020, when the market shrank by almost nine percent compared to the previous year.

The Global Underwear Market Report is Segmented by Product Type (Briefs, Boxers, Panties and Thongs), End-User (Women, Men, Children), Fabric Material (Cotton, Synthetic, Others), Distribution Channel (Online Retail Stores, Supermarkets/Hypermarkets, Specialty Stores, Others), and Geography (North America, Europe, Asia-Pacific, South America, Middle East and Africa). The Market Forecasts are Provided in Terms of Value (USD).

In 2020, ** percent of India's female innerwear market in India was covered by unbranded innerwear products. Branded innerwear made up ** percent. While unbranded innerwear was expected to lose market share, breakout categories such as lingerie or shapewear, were estimated to further expand their share in the market.

The global women's innerwear market is a significant and dynamic sector, experiencing robust growth driven by increasing disposable incomes, evolving fashion trends, and a greater emphasis on comfort and body positivity. While precise market size figures are unavailable, considering the presence of major international brands like Victoria's Secret, Chantelle, and Triumph, and the prevalence of both luxury and mass-market segments, a reasonable estimation for the 2025 market size would be around $250 billion USD. This substantial market is expected to grow at a Compound Annual Growth Rate (CAGR) of approximately 5% from 2025 to 2033, reaching an estimated size of roughly $350 billion by 2033. This growth is propelled by several key factors: the rising popularity of athleisure and seamless lingerie designs catering to comfort and everyday wear, the increasing demand for sustainable and ethically sourced materials, and the ongoing expansion of online retail channels providing greater access and convenience for consumers. Furthermore, targeted marketing campaigns focusing on body inclusivity and self-expression are empowering women to embrace a wider range of styles and sizes, further boosting market expansion. The market is highly segmented, encompassing various product categories such as bras, panties, shapewear, sleepwear, and loungewear. Key players are strategically focusing on product innovation, expanding their product portfolios, and investing in personalized marketing to cater to the diverse preferences of their target audience. Competition is fierce, with established international brands facing challenges from both emerging local players and disruptive e-commerce platforms. Future growth will likely depend on successful adaptation to changing consumer preferences, including increased sustainability demands and the ongoing integration of technology into design and retail strategies, along with continued efforts to promote body positivity and inclusivity.

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Men Underwear Market Size 2025-2029

The men underwear market size is forecast to increase by USD 13.00 billion, at a CAGR of 5.7% between 2024 and 2029.

The market is witnessing significant growth, driven by the increasing consciousness towards health and wellness and hygiene. Consumers are becoming more mindful of the importance of wearing comfortable and hygienic undergarments, leading to a surge in demand for high-quality men's underwear and intimate apparel. Market companies are responding to this trend by investing heavily in research and development and launching innovative products. However, the market faces challenges related to purchasing behavior. Men often purchase underwear based on price and availability rather than quality, leading to a fragmented market and intense competition.
This makes it essential for market players to differentiate themselves by offering superior comfort, durability, and unique features to attract and retain customers. Companies that can effectively address this challenge by focusing on customer education and building brand loyalty will be well-positioned to capitalize on the growing demand for premium men's underwear.

What will be the Size of the Men Underwear Market during the forecast period?

Explore in-depth regional segment analysis with market size data - historical 2019-2023 and forecasts 2025-2029 - in the full report.
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The market continues to evolve, driven by dynamic market forces and consumer preferences. Fabric blends, such as moisture-wicking and antimicrobial treatments, are increasingly popular in performance underwear, catering to active lifestyles. Seamless construction and relaxed fits ensure comfort, while athletic wear and casual styles dominate retail channels. Quality control measures, including ethical sourcing and sizing charts, are essential for maintaining customer loyalty. New product development, including compression underwear and specialty stores, cater to diverse consumer needs. Online retail channels offer convenience, while supply chain optimization and digital printing enable quick turnaround times for new designs.

Consumer preferences for comfort stretch, odor control, and various waistband types continue to shape market trends. The ongoing unfolding of these patterns reflects the continuous nature of market activities in the men underwear sector.

How is this Men Underwear Industry segmented?

The men underwear industry 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

  Boxer brief
  Briefs
  Trunks
  Boxers
  Others


Material

  Cotton
  Polyester
  Modal
  Nylon
  Others


Distribution Channel

  Offline
  Online


Age Group

  26-35 year
  36-45 year
  15-25 year
  Above 45


Geography

  North America

    US
    Canada
    Mexico


  Europe

    Germany
    UK


  APAC

    Australia
    China
    India
    Japan
    South Korea


  Rest of World (ROW)

By Type Insights

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

The market is witnessing significant growth, with boxer briefs emerging as a popular choice among consumers. This style, which combines the features of boxers and briefs, offers men a comfortable, supportive, and stylish alternative. The preference for boxer briefs over traditional boxers or briefs is driven by the increasing importance of comfort and breathability in men underwear. Department stores and specialty retailers are key retail channels for men underwear, catering to both everyday wear and performance-focused options. Moisture-wicking fabrics and seamless construction are popular features in performance underwear, while ethical sourcing and fabric blends are becoming increasingly important to consumers.

Price sensitivity is a key factor in the market, with consumers seeking value for money. Compression underwear and athletic fit styles are popular among men who engage in regular exercise or sports activities. New product development, such as mesh panels and antimicrobial treatment, adds value to the market. Consumer preferences for different waistband types, leg openings, and fly styles vary, with some men preferring a relaxed fit and others opting for a slim fit. Quality control and odor control are essential considerations for both retailers and consumers. Online retail is a growing retail channel, offering convenience and a wide range of options for consumers.

Brick-and-mortar stores continue to play a significant role in the market, allowing consumers to try on and feel the fabric before making a purchase. Innovations in technology, such as dye sublimation and digital printing, are driving product differentiation and enhancing the overall shopping experience for

In 2020, around ** percent of female innerwear was sold in tier-2 cities. It was expected that the share of tier-2 cities would grow to ** percent by 2025, whereas, tier-1 and metro cities would lose market share in this segment.

According to Cognitive Market Research, the Women Innerwear Market Size will be USD XX Million in 2024 and is set to achieve a market size of USD XX Million by the end of 2031 growing at a CAGR of XX% from 2025 to 2033

North America held share of XX% in the year 2024 Europe held share of XX% in the year 2024 Asia-Pacific held share of XX% in the year 2024 South America held share of XX% in the year 2024 Middle East and Africa held share of XX% in the year 2024 Market Dynamics of Women's Innerwear Market

Key Drivers for Women's Innerwear Market

Increasing disposable income and evolving lifestyles are driving growth in the women's innerwear market. 

The expansion of the women’s innerwear market is significantly influenced by rising disposable incomes and evolving lifestyles, particularly in emerging economies. As consumers gain greater purchasing power, there is a market shift towards premium and luxury lingerie, reflecting broader trends in fashion consciousness and urban living. In emerging markets, increased disposable income has led to heightened consumer spending on luxury goods, including high-quality lingerie. For instance, the UK shows signs of recovery despite economic challenges, including increased private sector wages and rising disposable incomes, suggesting potential growth in consumer spending. Also, the Australian government projects a positive economic outlook for 2025, with expectations of rising disposable incomes driven by policies such as tax cuts, energy bill relief, and investment in public services. The rising disposable income enables consumers to invest more in high-end fashion items.
Changing lifestyles play a pivotal role in transforming consumer behavior. Increasing urbanization increases exposure to diverse fashion trends, fostering a culture that values style and quality. This shift is evident in the lingerie market, where consumers seek products that align with contemporary fashion sensibilities. As urban consumers embrace form-fitting outfits, body-hugging dresses, and athleisure wear, the need for seamless bras and panties has also surged, making them a staple for urban wardrobes. For instance, EBY offers a range of seamless bras and panties designed for all-day comfort, featuring no-slip grip technology to ensure the garments stay in place. Their collection includes various styles such as briefs, high-waisted panties, and bikini panties available in various sizes. In conclusion, the confluence of rising disposable incomes and changing lifestyles in emerging economies is propelling the women's innerwear market towards premiumization.

Body positivity & inclusive trends are driving growth in the women's innerwear market. 

The fashion industry's embrace of body positivity and inclusivity has led to significant transformations in the lingerie market. These expand the market as brands now prioritize diverse body types, offering inclusive sizing and adaptive lingerie and launching campaigns that promote self-confidence and natural body shapes. For instance, Rihanna’s lingerie brand Savage X Fenty has been at the forefront of inclusivity, offering a wide range of sizes and featuring models of diverse backgrounds in its campaigns. The brand Valentine's Day 2025 campaign, “Love Your Way,” showcased this commitment by featuring individuals like Serena Page and Kordell Beckham, emphasizing life in all its forms. Also, Summersalt centers around fit and comfort, and its 2021 swimwear campaign features plus-size, disabled, post-partum, and senior models. They also include plus-size BIPOC women in their campaigns— a progressive move since many brands often only show white models in larger sizes. Representation includes LGBTQ+ people, models with chronic illness, body liberation activists, and entrepreneurs, showing that body positivity transcends body shape and size. In conclusion, the lingerie market's focus on body positivity and inclusivity has led to more diverse product offerings and marketing strategies. Brands campaigning about these values have fostered a more inclusive fashion landscape while engaging more customers and catering to diverse requirements.

Key Restraints for Women's Innerwear Market

Fluctuating raw material costs are a major restraint for the women's innerwear market. 

Fluctuation in...

The Indian Innerwear Market Outlook to 2015 Growth Opportunity for International Brand provides a comprehensive analysis of market size of men's and women's innerwear on the basis of value and volume..

The global maternity innerwear market size is expected to reach USD 11.91 billion by 2029 according to a new study by Polaris Market Research.

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.

Trend Factors Influencing the Underwear Market

The Shift Towards Comfort, Inclusivity, and Sustainability is Transforming Consumer Preferences

Contemporary consumers are progressively leaning towards underwear that provides superior comfort, inclusive sizing, and environmentally friendly materials, mo...

The industry valuation reached USD 8.26 billion in 2025 and is expected to grow at the CAGR growth rate of 6.4% during the year 2025 to 2035. During the forecast period, the valuation is projected to increase to USD 15.25 billion. One of the driving forces propelling the development forward is that raising awareness and concern towards motherhood comfort and overall well-being throughout and after pregnancy increased the demand for well-designed supportive underwear.

Country Wise Analysis

Countries	CAGR (2025 to 2035)
The USA	7.5%
UK	6.3%
France	6.1%
Germany	6.0%
Italy	5.6%
South Korea	6.7%
Japan	5.8%
China	8.1%
Australia-NZ	6.2%

Competitive Outlook

Company Name	Market Share (%)
H&M	16-20%
Gap Inc.	12-16%
Motherhood Maternity	10-14%
Seraphine	8-12%
Wacoal	7-10%
Other Players	30-37%

The global innerwear market is experiencing robust growth, driven by increasing disposable incomes, evolving fashion trends, and a rising focus on comfort and health. The market, estimated at $150 billion in 2025, is projected to exhibit a Compound Annual Growth Rate (CAGR) of 5% from 2025 to 2033, reaching an estimated $220 billion by 2033. Several factors contribute to this expansion. Firstly, the increasing preference for comfortable and functional innerwear, especially among younger demographics, fuels demand for innovative materials and designs. Secondly, the rise of athleisure and active lifestyles necessitates specialized innerwear solutions, further bolstering market growth. The growing online retail sector also plays a crucial role, providing consumers with easy access to a wider selection of brands and products. Major players like Calvin Klein, Tommy Hilfiger, and Triumph leverage brand recognition and established distribution networks to maintain market leadership, while smaller brands focus on niche segments or unique product offerings to compete effectively. The market is segmented by product type (bras, panties, shapewear, etc.), material, price point, and distribution channel (online vs. offline). Geographical variations in market size are significant, with North America and Europe currently holding the largest shares due to high per capita spending and established retail infrastructure. However, emerging markets in Asia-Pacific are experiencing rapid growth, driven by increasing urbanization and changing consumer preferences. This presents significant opportunities for expansion for both established and new entrants. Challenges remain, including fluctuating raw material prices, intense competition, and the need for sustainable and ethical sourcing practices. Nevertheless, the overall outlook for the innerwear market remains positive, fueled by ongoing consumer demand and industry innovation. The market is expected to witness continuous evolution, with a focus on personalization, sustainability, and technologically advanced fabrics in the coming years.

The value of the lingerie market was USD 84.7 billion in 2025 and is expected to grow at a 6.8% CAGR from 2025 to 2035. The value of the global industry is expected to be USD 163.6 billion in 2035. One of the major drivers of this growth is growing consumer demand for trendy yet practical innerwear that aligns with evolving body positivity, inclusivity and lifestyle trends.

Metric	Value
Industry Size (2025E)	USD 84.7 Billion
Industry Value (2035F)	USD 163.6 Billion
CAGR (2025 to 2035)	6.8%

Competitive Outlook

Company Name	Market Share (%)
Jockey International Inc.	12-14%
Victoria’s Secret	15-17%
Zivame	7-9%
Gap, Inc.	8-10%
Hanesbrands Inc.	10-12%
Other Players	42-46%

The Report Covers North America Lingerie Market Trends & Statistics and is Segmented by Product Type (Brassiere, Briefs, and Other Product Types), Distribution Channel (Supermarkets/Hypermarkets, Specialty Stores, Online Retail Stores, and Other Distribution Channels), and Geography (United States, Canada, Mexico and Rest of North America). The Report Offers the Market Size in Value Terms in USD for all the Abovementioned Segments.

The Lingerie Market Report is Segmented by Product Type (Brassiere, Briefs, and Other Product Types), Price Range (Mass and Premium), Material (Cotton, Silk and Satin, and More), Distribution Channel (Supermarkets/Hypermarkets, Specialty Stores, and More), and Geography (North America, Europe, Asia-Pacific, South America, and Middle East and Africa). The Market Forecasts are Provided in Terms of Value (USD).

The global wool innerwear market size is projected to grow at a CAGR of 4.40% between 2025 and 2034. The major drivers of the market include increasing demand for natural and sustainable clothing due to rising environmental concerns and growing population.