U.S. Men's Underwear and Women's Lingerie Market to Achieve US$ 42.69 Bn by 2033 - Persistence Market Research

The U.S. men's underwear and women's lingerie market has emerged as a dynamic segment in the apparel industry, driven by shifting consumer preferences, rising disposable incomes, and increasing awareness around personal hygiene and style. Valued at approximately US$ 23.6 billion in 2023, the market is projected to surge at a CAGR of 6.1% during the forecast period, reaching an impressive US$ 42.7 billion by 2033. This sustained growth can be attributed to factors such as changing lifestyles, growing interest in fashion, comfort-centric designs, and the prominence of e-commerce platforms. Consumers are increasingly looking beyond mere utility, seeking products that reflect individuality and enhance confidence.

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Regular briefs dominate the men's underwear category due to their comfort and fit, accounting for over 32% of the segment share. Meanwhile, medium-size garments are the most purchased across both genders, reflecting the average body size of the population. Geographically, the U.S. leads due to a high number of established brands, robust retail infrastructure, and consumer openness to innovations in fabric and design. Online retail has emerged as the leading distribution channel, offering convenience, product variety, and promotional discounts, thus accelerating market growth.

Key Highlights from the Report:

➤ The market is projected to reach US$ 42.7 billion by 2033, expanding at a 6.1% CAGR.
➤ Regular briefs remain the most popular type of men's underwear, with a 32.4% market share.
➤ Medium-sized lingerie and underwear account for 26.8% of total sales.
➤ Online sales channels are witnessing the fastest growth due to consumer convenience and offers.
➤ Lifestyle shifts and hygiene awareness are significantly fueling market growth.
➤ AI-driven personalization and tech-enabled lingerie shopping experiences are reshaping the industry.

Market Segmentation: Diverse Product Preferences and Functional Utility

The U.S. men's underwear and women's lingerie market can be segmented based on product type, age group, size, material type, and distribution channel.

In terms of product type, the men's segment includes regular briefs, boxer briefs, trunks, boxer shorts, and thongs. Regular briefs remain the top choice due to their comfort and practicality. The women's lingerie segment includes brassieres, sleepwear, shapewear, and daywear, with brassieres and being the dominant categories. Lingerie now focuses on both aesthetic appeal and daily comfort.

Age group-wise, the 26-35 and 36-45 age brackets represent the largest share of consumers, driven by high purchasing power and fashion awareness. The younger demographic (15-25) is more inclined toward trendy designs and niche brands, often influenced by social media.

Size-wise, medium-sized products dominate sales, with increasing attention being paid to plus-size offerings as inclusivity becomes a key market trend.

Material types like cotton, nylon, spandex, lace, polyester, and satin are in demand based on their feel, stretch, and breathability. Cotton continues to lead for daily wear due to its skin-friendly properties, while satin and lace are favored for luxury and aesthetic purposes.

Sales channels include hypermarkets, departmental and specialty stores, and increasingly, online retailers. Among these, online sales are expected to witness the highest growth due to convenience, availability of wider selections, and attractive discounts.

Regional Insights: The U.S. Market Leads with Innovation and Fashion-forward Consumers

The United States is the largest market for men's underwear and women's lingerie in North America and globally. The region's growth is supported by strong consumer purchasing power, a mature retail infrastructure, and fast adoption of fashion trends. Key metropolitan areas like New York, Los Angeles, and Chicago serve as hotspots for innovation and fashion consumption.

Moreover, the presence of global and regional market players enhances competition and quality. Organized retail outlets, department stores, and specialty boutiques are widespread. However, e-commerce platforms like Amazon, Victoria's Secret, and direct-to-consumer brands like ThirdLove are rapidly gaining market share, thanks to their tailored customer experience, inclusive marketing, and AI-backed personalization tools.

Market Drivers: Lifestyle Shifts and Rising Demand for Comfort

One of the primary market drivers is the rise in disposable income, allowing consumers to invest in quality innerwear. Changing lifestyles, particularly among millennials and Gen Z, have fostered a demand for both comfort and aesthetics. The increasing focus on fitness and hygiene has spurred daily underwear usage, particularly among men, who are now more inclined to wear clean sets every day.

In addition, the widespread adoption of smartphones and mobile applications has given rise to online shopping habits. The availability of discounts, reviews, sizing tools, and home trials have eliminated traditional shopping barriers. Innovative marketing, including influencer promotions and celebrity endorsements, is also playing a pivotal role in driving brand visibility and engagement.

Market Restraints: Stiff Competition and Market Saturation

Despite robust growth, the market faces significant challenges. One major restraint is the high level of competition among established and emerging players. The U.S. intimate apparel market is saturated with brands, making it difficult for new entrants to establish customer loyalty. Price wars, rapid imitation of designs, and thin margins make it tough for small players to sustain growth.

Moreover, customer reluctance to shift from trusted brands hampers innovation diffusion. Inventory mismanagement and returns due to sizing issues also negatively impact profit margins, especially in the e-commerce segment.

Market Opportunities: Inclusivity and Tech-Enabled Shopping Experiences

The market is ripe with opportunities, especially in areas of customization and inclusive sizing. Brands that cater to underrepresented body types and gender-fluid apparel are witnessing higher customer engagement. Lingerie that doubles as loungewear and hybrid designs like bralettes, high-waist , and shapewear are gaining traction.

Technological advancements such as 3D body scanning, virtual fitting rooms, and AI-driven style recommendations are improving customer satisfaction. Additionally, sustainability in fabrics and ethical production are emerging as critical differentiators in consumer decision-making.

Frequently Asked Questions:

◆ How big is the U.S. men's underwear and women's lingerie market today?
◆ Who are the key players in the U.S. men's underwear and women's lingerie market?
◆ What is the projected growth rate of the market during the forecast period?
◆ What is the market forecast for U.S. men's underwear and women's lingerie by 2033?
◆ Which region is estimated to dominate the industry through the forecast period?

Company Insights

• Hanesbrands Inc.
• Victoria's Secret
• Calvin Klein
• Fruit of the Loom
• Hanky Panky
• Cass and Company
• Commando LLC
• Philips-Van Heusen Corporation
• HUGO BOSS Fashions Inc.
• American Eagle Outfitters Inc.
• Ralph Lauren Corporation
• Jockey International Inc.
• Under Armour, Inc.
• RibbedTee Company
• Campbellsville Apparel Company, LLC

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