Men's Underwear Market to Soar to USD 72.4 Billion by 2035, Driven by Style, Comfort, and Innovation

The men's underwear market is entering an era where innerwear is no longer just a functional necessity but a lifestyle statement. Forecasts indicate that the market will be worth USD 43.2 billion in 2025 and will expand to USD 72.4 billion by 2035, progressing at a steady 5.3% CAGR. This upward momentum reflects the evolving consumer mindset, where men now view underwear as an integral part of comfort, fashion, and personal expression.

From breathable fabrics to bold designs, men's underwear has undergone a dramatic transformation. What once served a purely practical role is now equally defined by style, fit, and performance. Manufacturers are responding with innovations in fabric technology, ergonomic tailoring, and sustainability initiatives, making the market a hotbed of creativity and competition.

Why the Market is Growing

The expansion of the men's underwear industry is deeply rooted in shifting lifestyle habits and rising health consciousness. Today's consumers prioritize comfort and skin-friendly materials such as cotton and moisture-wicking blends that support all-day wear. This emphasis on comfort coincides with a growing demand for fashionable designs and premium underwear that aligns with modern aesthetics.

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E-commerce has further widened the reach of brands, providing greater product variety and accessibility across both developed and emerging economies. At the same time, targeted marketing campaigns and influencer-driven endorsements are shaping brand identities and strengthening consumer loyalty.

Sustainability has emerged as another defining force. Increasingly, men are seeking eco-friendly materials and ethically manufactured underwear, compelling established players and newcomers alike to integrate green initiatives into their offerings.

Insights into Leading Segments

Cotton Dominates Material Choices

Within material categories, cotton stands tall with 41.7% of the market share in 2025. Its natural breathability, softness, and compatibility with sensitive skin continue to earn consumer trust. Cotton's affordability and durability make it a go-to choice for everyday wear, while its ability to adapt to diverse climates reinforces its global dominance.

Regular Briefs Maintain Their Stronghold

When it comes to style, the regular brief segment is expected to capture 38.6% of total revenue in 2025. Known for their practicality, affordability, and consistent support, briefs remain the trusted option across age groups. Despite the rise of boxer briefs and trend-driven alternatives, the enduring appeal of briefs highlights their versatility and consumer loyalty.

Wholesalers and Distributors Lead the Sales Channel

The wholesalers and distributors channel will account for 36.2% of sales in 2025, reflecting the strong role these networks play in ensuring accessibility across both urban and rural markets. Their ability to facilitate large-scale distribution and maintain cost efficiency positions them as a critical pillar of the market structure.

Market Outlook Compared to 2020-2025

Between 2020 and 2025, the men's underwear market grew at over 4% CAGR, propelled by rising awareness of personal hygiene and the expansion of product categories including sportswear-inspired underwear. Promotional campaigns featuring popular athletes and celebrities further fueled sales, while online shopping platforms boosted product visibility.

Looking ahead, growth is expected to accelerate at 5.3% CAGR from 2025 to 2035, supported by increasing disposable incomes, modern retail formats, and changing lifestyle habits. The line between comfort and style will blur further, as underwear continues to evolve into a lifestyle product rather than a hidden essential.

Country-Level Insights

The United States remains the leader in the men's underwear market, expected to grow at 6.5% CAGR. A mix of strong brand loyalty, premium fashion focus, and the presence of numerous global players ensures its dominance.

In the United Kingdom, underwear sales are forecasted to grow at over 5% CAGR, bolstered by rising fitness awareness and initiatives to encourage health-enhancing physical activity. Men are increasingly choosing underwear designed for both comfort and performance in athletic contexts.

In Thailand, the market is set to expand at 3% CAGR, supported by innovative fabrics that regulate temperature and reduce moisture, catering to a tropical climate.

The United Arab Emirates presents a lucrative growth opportunity thanks to its affluent consumer base, high-quality retail infrastructure, and growing online shopping culture. Global brands are aggressively expanding their footprint here to capture rising demand.

Category-Wise Growth Dynamics

Cotton underwear will continue to dominate due to its unmatched comfort, while boxer briefs are projected to grow at over 8.2% CAGR, reflecting the growing preference for versatile designs that combine the support of briefs with the coverage of boxers.

The XXL size category is expected to register strong growth at over 5% CAGR, reflecting rising obesity rates and demand for inclusive sizing. Price sensitivity also plays a role in shaping consumer choices, with the USD 20-30 price range emerging as the sweet spot for maximum sales.

In terms of distribution, multi-brand stores will remain a key channel as customers prefer to compare styles and materials firsthand before purchasing. These stores give buyers the opportunity to touch and feel fabrics, which continues to influence purchasing decisions in this category.

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Competitive Landscape

The men's underwear industry is highly competitive, with established players such as Hanesbrands Inc., Ralph Lauren Corporation, Jockey International Inc., and Under Armour Inc. holding significant market shares. These brands continue to focus on innovation, sustainability, and marketing strategies to maintain their dominance.

Emerging players, however, are making notable strides by targeting niche markets and leveraging direct-to-consumer models. Companies such as RibbedTee Company and Ramblers Far, Inc. are positioning themselves with unique fabrics, modern cuts, and eco-conscious offerings to attract younger demographics.

Innovative campaigns are proving instrumental. For example, Calvin Klein's Fall 2025 campaign highlighted its latest underwear and jeans lines made with recyclable materials, blending everyday style with sustainability. Hanesbrands Inc. is preparing to launch the X-Temp Complete Support Pouch, designed with breathable mesh and moisture-wicking technology for enhanced comfort. Similarly, Jockey International Inc.'s collaboration with Usain Bolt has boosted brand awareness and reinforced its performance credentials.

Direct-to-consumer innovation is also reshaping the space. In 2024, Buttercloth, a Shark Tank-backed menswear brand, launched underwear with icy cotton cooling fabric, redefining comfort and appealing to modern men seeking functional yet stylish options.

Key Challenges and Opportunities

Despite strong growth prospects, the industry faces challenges such as rising raw material costs, fluctuations in exchange rates, and heightened competition from new entrants. However, the growing emphasis on sustainable materials and eco-friendly practices provides opportunities for differentiation.

Marketing will remain a crucial battlefield. Social media, celebrity endorsements, and influencer partnerships are increasingly being used to build brand identity and engage directly with consumers. New entrants are especially reliant on digital-first strategies to carve out their market share.

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