Men's Underwear Market to Surpass US$ 21.9 Bn by 2032 with Rising Demand for Comfort and Style

✅Steady Growth at 5.3% CAGR Driven by Lifestyle Shifts and Premium Product Adoption

According to the latest study by Persistence Market Research, the global men's underwear market is expected to grow from US$ 15.3 Bn in 2025 to US$ 21.9 Bn by 2032, reflecting a CAGR of 5.3% over the forecast period. This growth is attributed to the rising awareness among men regarding personal grooming, the increasing demand for premium innerwear, and the integration of innovative fabrics that offer comfort and functionality. Additionally, the influence of e-commerce and social media is playing a pivotal role in reshaping consumer preferences and boosting product visibility across global markets.

The market has evolved significantly from being a necessity-driven segment to a style-conscious one. Today's male consumers are seeking underwear that offers not only comfort and durability but also reflects their style preferences and lifestyle needs. Boxer briefs dominate the market as the most preferred segment due to their balanced support and comfort. Regionally, North America holds a dominant position, thanks to high disposable income, growing demand for luxury apparel, and strong presence of leading brands. However, Asia Pacific is emerging as the fastest-growing market due to increasing urbanization, changing consumer lifestyles, and rising acceptance of branded innerwear among younger demographics.

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✅Key Market Insights

➤ Boxer briefs remain the most popular product type due to their blend of functionality and comfort.
➤ Online retailing is becoming a key sales channel, especially in emerging economies.
➤ Sustainable and organic fabrics are gaining traction, reshaping product development strategies.
➤ Celebrity endorsements and influencer marketing are boosting premium brand appeal.
➤ Asia Pacific is the fastest-growing regional market, driven by urbanization and increasing fashion consciousness.

✅What are the current trends driving the men's underwear market?

The men's underwear market is witnessing several transformative trends including the adoption of sustainable materials, premiumization, and direct-to-consumer (DTC) models. Eco-conscious consumers are demanding innerwear made from organic cotton, bamboo, and recycled fibers. Additionally, rising comfort and wellness trends are pushing brands to innovate with antimicrobial, moisture-wicking, and seamless designs. Influencer-led campaigns and social media have become effective tools for brand storytelling, targeting Gen Z and millennials. These trends are reshaping the way underwear is marketed and sold, signaling a shift from mere utility to lifestyle-oriented choices.

✅Market Dynamics

Market Drivers:
The rise in fashion consciousness among men, along with the growing influence of social media, is significantly driving demand for stylish and premium underwear. The market is also supported by advancements in fabric technology, including breathable, stretchable, and sweat-resistant materials. Moreover, the increased frequency of purchases due to lifestyle changes and growing health and hygiene awareness are contributing to steady market growth.

Market Restraining Factor:
Despite strong demand, the market faces challenges in the form of price sensitivity in developing regions and the availability of counterfeit products, which affect brand reputation and revenue. In some areas, cultural taboos and low awareness still limit the uptake of premium or designer men's underwear.

Key Market Opportunity:
An expanding middle-class consumer base in Asia Pacific and rising penetration of e-commerce platforms offer lucrative growth avenues. Brands focusing on regional tastes, sizing preferences, and localized marketing strategies can capitalize on these emerging markets. Additionally, offering subscription-based underwear services is an untapped opportunity that aligns with consumer convenience trends.

✅Market Segmentation

The men's underwear market is segmented by product type, fabric type, and distribution channel, reflecting the diverse preferences and buying behaviors of consumers. By product type, the market includes briefs, boxers, trunks, boxer briefs, and others. Among these, boxer briefs dominate due to their hybrid functionality-offering support like briefs and coverage like boxers. Briefs maintain steady demand among older demographics and athletic users, while trunks and boxers appeal to those seeking a looser or trendier fit. The emergence of specialty variants, such as anti-chafing and athletic performance underwear, has further diversified consumer choices.

Based on fabric type, the market spans cotton, modal, nylon, polyester, and others. Cotton remains the most preferred fabric due to its breathability and affordability. However, modal and micro-modal fabrics are gaining popularity for their softness and eco-friendly nature. Performance-oriented fabrics with moisture-wicking and antimicrobial properties are becoming essential in activewear lines. In terms of distribution, the market is divided into online and offline channels, with online sales gaining strong momentum post-COVID due to convenience and broader product access. Omni-channel strategies combining digital presence with in-store experience are also becoming critical for brand success.

✅Regional Insights

North America holds a major share in the men's underwear market owing to high consumer spending, strong retail networks, and the presence of globally recognized brands. Consumers in the region show high acceptance for innovation in fit, fabric, and fashion, making it a fertile ground for premium and designer underwear lines.

Asia Pacific is anticipated to record the fastest growth during the forecast period. The region's rising urban population, growing middle class, and shift toward Western clothing styles are fueling demand. Countries like China, India, and Indonesia are witnessing rapid expansion in organized retail and e-commerce, making men's underwear more accessible and aspirational.

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✅Competitive Landscape

The men's underwear market is moderately fragmented with both established global brands and emerging regional players competing on product innovation, price, and brand loyalty. Companies are increasingly investing in online platforms, influencer partnerships, and sustainable manufacturing to differentiate themselves.

✅Company Insights

✦ Calvin Klein
✦ Hanesbrands Inc.
✦ Tommy Hilfiger
✦ Jockey International Inc.
✦ Fruit of the Loom, Inc.
✦ SAXX Underwear Co.
✦ Levi Strauss & Co.
✦ MeUndies
✦ HUGO BOSS
✦ Emporio Armani

✅Key Industry Developments

In recent years, leading brands have embraced sustainability and digital transformation to align with evolving consumer values. For instance, MeUndies launched new collections using organic cotton and bamboo, while Calvin Klein emphasized carbon-neutral packaging initiatives. Meanwhile, Tommy Hilfiger invested in AI-based trend forecasting tools to streamline product development based on consumer sentiment analysis.

Additionally, DTC startups such as SAXX and MeUndies have disrupted traditional retail models by offering personalized shopping experiences, subscription models, and size-inclusive collections. Strategic collaborations between underwear brands and sports or fashion influencers are also reshaping how products are marketed to young male consumers.

✅Innovation and Future Trends

The men's underwear market is at the forefront of fabric and design innovation. Smart textiles with odor control, sweat resistance, and body-mapping features are gaining traction among fitness enthusiasts. Brands are exploring seamless construction and laser-cut technology to enhance comfort and reduce irritation. 3D fitting technologies are being deployed in online retail to offer virtual try-ons and improve the fit experience.

Future trends indicate a shift toward hyper-personalization, where brands may use AI and big data to offer curated selections based on customer behavior and preferences. Innovations in biodegradable materials and waterless dyeing processes are likely to shape the sustainability narrative. With changing gender norms and rising inclusivity, the market will also see more gender-fluid and non-binary innerwear options, reshaping traditional product classifications.

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