Underwear Market to Reach US$141.3 Bn by 2032 Driven by Comfort, Style & Rising Demand

The global underwear market is witnessing robust growth, driven by rising consumer awareness of personal grooming, fashion trends, and an increasing inclination toward comfort and functionality. As per current estimates, the market size is projected to be valued at US$98.4 Billion in 2025 and is anticipated to reach US$141.3 Billion by 2032, growing at a compound annual growth rate (CAGR) of 5.3% during the forecast period from 2025 to 2032. This growth trajectory reflects the evolving preferences of consumers, with a growing emphasis on premium fabrics, innovative designs, and sustainable materials that cater to both comfort and aesthetics.

Several factors are fueling this growth. The rising disposable income and changing lifestyle patterns, particularly in urban regions, have significantly increased the demand for fashionable and functional underwear. Additionally, the expansion of online retail channels has improved accessibility, allowing consumers to explore diverse product offerings with convenience. Increasing health and wellness consciousness is also playing a role, as buyers increasingly prefer hypoallergenic, breathable, and moisture-wicking fabrics. Collaborations between fashion brands and lingerie designers, along with an emphasis on inclusive sizing and adaptive designs, are further contributing to market expansion.

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What are the key trends shaping the global underwear market today?
The global underwear market is primarily driven by the rising demand for sustainable fabrics, inclusive sizing, and innovative designs. Technological integration, such as smart textiles and seamless manufacturing, is also influencing consumer preferences, enabling a combination of comfort, durability, and style. E-commerce platforms play a critical role in widening consumer reach and offering personalized shopping experiences.

Segmentation Analysis

The global underwear market is segmented based on type, product offerings, and distribution channels.

By type, the market is primarily categorized into briefs, boxers, trunks, lingerie, camisoles, and shapewear. Among these, lingerie and briefs hold a dominant market share due to their broad consumer base and consistent demand. Lingerie, in particular, continues to witness high adoption among women due to growing fashion consciousness and the increasing influence of social media marketing. Shapewear is emerging as the fastest-growing segment, driven by consumers' desire for body contouring and enhancing physical appearance while maintaining comfort. The segment's growth is further bolstered by celebrity endorsements and targeted marketing campaigns that emphasize confidence and self-expression.

By product type, trends indicate a strong shift toward premium fabrics and technologically enhanced materials. Consumers are increasingly opting for seamless underwear, moisture-wicking fabrics, and hypoallergenic materials that offer added comfort and durability. The adoption of eco-friendly textiles, such as organic cotton and bamboo-based fabrics, is rising in response to growing environmental awareness and sustainability concerns. Functional designs that provide enhanced support, posture improvement, and temperature regulation are gaining traction in both men's and women's categories.

By distribution channel, the market encompasses offline retail, online platforms, and direct-to-consumer (DTC) models. E-commerce is rapidly gaining prominence due to convenience, wider product selection, and access to international brands. Retail innovations, such as personalized fittings and virtual try-on technologies, are transforming the shopping experience, while offline stores remain important for brand visibility and customer interaction. Subscription models offering curated selections are also gaining momentum, especially among younger consumers seeking convenience and novelty.

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Regional Insights

Regionally, North America and Europe lead the global underwear market in terms of revenue, owing to high consumer purchasing power, developed fashion industries, and strong brand presence. North America, in particular, maintains a significant market share due to established retail infrastructure, high disposable income, and growing consumer interest in premium and designer brands. Europe follows closely, with countries such as France, Italy, and the UK driving demand for high-quality lingerie and innovative shapewear.

Asia-Pacific is identified as the fastest-growing region, driven by rapid urbanization, increasing disposable income, and the influence of western fashion trends. Countries such as China, India, and Japan are witnessing substantial growth in online retail, which is facilitating the adoption of diverse product offerings. Additionally, the expansion of domestic manufacturers and international brand entries is accelerating market penetration. Latin America and the Middle East & Africa are also emerging as promising markets, fueled by a growing youth population, rising fashion consciousness, and the increasing penetration of organized retail.

Unique Features and Innovations in the Market

Modern underwear solutions are distinguished by their blend of comfort, aesthetics, and functionality. Innovations in fabric technology, including moisture-wicking, antibacterial, and stretchable materials, are enhancing the consumer experience. Seamless manufacturing and laser-cut designs provide better fit and comfort, catering to the evolving consumer demand for stylish yet functional apparel.

Technological advancements are further shaping the market. Integration of AI in design and sizing algorithms allows brands to offer customized solutions and predictive sizing recommendations, reducing returns and improving customer satisfaction. IoT-enabled smart fabrics are being explored to monitor health metrics or enhance comfort through temperature regulation. While 5G connectivity is not directly applied to product use, it facilitates faster e-commerce experiences, enabling virtual fittings and interactive shopping features that enhance consumer engagement.

Market Highlights

Businesses across the apparel and fashion industries are adopting modern underwear solutions to capitalize on evolving consumer preferences and enhance brand loyalty. Key reasons include the growing emphasis on sustainable and ethically sourced fabrics, increased investment in R&D for innovative designs, and the expanding online retail ecosystem that provides direct consumer access.

Regulatory standards related to product safety, fabric testing, and environmental compliance are influencing the manufacturing process, encouraging companies to adopt sustainable and eco-friendly practices. Cost optimization through technological adoption and efficient supply chain management further supports competitive advantage. Sustainability remains a core focus, with many leading brands actively promoting eco-conscious products and circular economy initiatives to meet regulatory requirements and appeal to environmentally aware consumers.

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Key Players and Competitive Landscape

The global underwear market is highly competitive, with leading players focusing on product innovation, brand positioning, and regional expansion strategies. Notable companies include Hanesbrands Inc., Victoria's Secret, Calvin Klein Inc., Uniqlo Co., Ltd., and Triumph International.

Hanesbrands Inc. leverages innovation in fabric technology and sustainable material sourcing, while Victoria's Secret focuses on premium lingerie and brand experience, including fashion shows and celebrity endorsements. Calvin Klein emphasizes contemporary design and digital marketing campaigns to engage younger consumers, whereas Uniqlo leverages advanced manufacturing techniques, functional fabrics, and affordable pricing strategies to expand its global footprint. Triumph International invests in R&D to create technologically advanced shapewear and lingerie, targeting high-end consumer segments and strengthening regional presence. Strategic collaborations, product diversification, and expansion into emerging markets are common approaches among key players, enabling sustained growth and competitive differentiation.

Outlook

The global underwear market is expected to continue its growth trajectory, driven by evolving consumer preferences, technological innovations, and expanding online retail channels. Future opportunities include the integration of smart textiles, expansion into emerging economies, and increasing adoption of eco-friendly and sustainable fabrics. Regulatory frameworks supporting sustainable manufacturing and ethical sourcing are likely to influence market practices positively, encouraging brands to prioritize responsible production.

Evolving technology, including AI-driven design and IoT-enabled products, will play a significant role in shaping future market trends. Additionally, rising demand for inclusive sizing, gender-neutral offerings, and functional apparel designed for specific consumer needs is expected to create new revenue streams. The market outlook remains promising, with continued innovation, regional expansion, and digital transformation driving sustained growth and enhanced consumer engagement.

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