Men's Underwear and Women's Lingerie Market Size, Share, Growth, and Industry Analysis, By Types (Brassiere, Panty, Sleepwear, Shapewear, Daywear), By Applications Covered (Online, Offline), Regional Insights and Forecast to 2033

Men's Underwear and Women's Lingerie Market Size

The men's underwear and women's lingerie market was valued at USD 58,408.96 million in 2024 and is projected to reach USD 59,810.77 million in 2025, with an expected increase to USD 72,306.79 million by 2033. This represents a compound annual growth rate (CAGR) of 2.4% over the forecast period from 2025 to 2033.

The US men's underwear and women's lingerie market is a dominant player, driven by high demand for both premium and sustainable products. Online sales are rapidly growing, accounting for nearly 40% of total market share.

The men’s underwear and women’s lingerie market is experiencing significant growth, driven by changing consumer preferences and increasing demand for comfort and style. In 2023, the global lingerie market was valued at approximately USD 88.32 billion and is expected to continue growing. Rising disposable income, evolving fashion trends, and a growing focus on personal wellness contribute to market expansion. Men and women are increasingly prioritizing both comfort and design, leading to innovations in product offerings such as bras, panties, sleepwear, shapewear, and daywear. The global market is expected to grow at a steady pace, with the share of premium lingerie products increasing significantly, as more consumers opt for higher-end options. Approximately 60% of consumers are prioritizing comfort when selecting intimate apparel, and the demand for eco-friendly lingerie is growing, with nearly 40% of consumers willing to pay a premium for sustainable products. The online retail segment is experiencing a surge, with e-commerce now accounting for about 40% of total sales in the lingerie market.

Men's Underwear and Women's Lingerie Market Trends

The men’s underwear and women’s lingerie market is marked by significant product diversification, with women’s lingerie categories such as brassieres, panties, sleepwear, shapewear, and daywear growing steadily. Briefs account for over 55% of the women’s lingerie market, reflecting high demand for comfort. Shapewear is expanding rapidly, growing at a rate of 6.8% annually. The men’s underwear market is also evolving, with boxer briefs, trunks, and boxer shorts gaining traction. Men's intimate apparel is growing at a rate of approximately 5.2%, fueled by increased awareness around personal fitness and hygiene. E-commerce sales of intimate apparel are expected to account for nearly 40% of the total market share, reflecting the growing preference for online shopping.

Men's Underwear and Women's Lingerie Market Dynamics

Several dynamic factors are shaping the market for men’s underwear and women’s lingerie. Increased awareness of wellness and comfort is driving consumer demand for supportive yet stylish intimate apparel, particularly among younger demographics such as millennials and Gen Z. Premium products are gaining in popularity, with luxury lingerie expected to see a rise in demand of up to 7% over the forecast period. Additionally, online retail is expanding, with e-commerce sales of lingerie expected to make up 40% of total sales by 2030. The offline retail segment, although still significant, is seeing a decline in growth of approximately 2-3% annually. The combination of shifting consumer behavior and a growing e-commerce presence is expected to reshape market dynamics significantly.

DRIVER

"Rising demand for comfort and style"

The demand for both comfort and style in intimate apparel is one of the key drivers of growth in the men’s underwear and women’s lingerie market. Consumers are increasingly seeking products that combine functionality with fashion, leading to greater innovation in fabric, design, and technology. Nearly 65% of consumers prioritize comfort when selecting lingerie, which has led to an increased focus on soft, breathable fabrics and functional designs. Additionally, the growing awareness of body positivity is encouraging a broader range of consumers to explore different types of lingerie. As a result, brands are launching new collections that cater to diverse body types and personal preferences, fueling market expansion.

RESTRAINTS

"Increased competition and price sensitivity"

Despite the growth, the men’s underwear and women’s lingerie market faces significant challenges due to increased competition and price sensitivity among consumers. The proliferation of low-cost brands and online direct-to-consumer options has created a highly competitive landscape, making it difficult for established brands to maintain market share. Approximately 50% of consumers are seeking budget-friendly options, which is pressuring manufacturers to reduce prices. As a result, margins are being squeezed, and some brands are struggling to balance quality and affordability. Furthermore, the rising costs of raw materials, such as high-quality fabrics, are contributing to increased production costs, further impacting the pricing strategies of lingerie brands.

OPPORTUNITY

"Growth in eco-friendly and sustainable products"

An emerging opportunity in the men’s underwear and women’s lingerie market is the increasing consumer preference for sustainable and eco-friendly products. As awareness of environmental issues grows, more consumers are seeking lingerie made from organic, recycled, or biodegradable materials. This shift is encouraging brands to adopt more sustainable manufacturing practices. Reports suggest that approximately 40% of consumers are willing to pay a premium for eco-friendly intimate apparel. Additionally, brands are exploring alternative materials, such as bamboo and organic cotton, which are not only environmentally friendly but also offer improved comfort. The growing demand for sustainable products presents significant growth opportunities in the market.

CHALLENGE

"Supply chain disruptions and raw material shortages"

One of the major challenges facing the men’s underwear and women’s lingerie market is the ongoing disruption in global supply chains, coupled with raw material shortages. The COVID-19 pandemic has exposed vulnerabilities in manufacturing processes, causing delays in production and delivery. Approximately 30% of manufacturers have reported issues with the availability of high-quality raw materials, such as specialized fabrics and elastics. Additionally, logistics challenges, including shipping delays and rising fuel costs, have further complicated distribution strategies. These disruptions are leading to price increases and limiting the ability of companies to meet consumer demand efficiently, which could affect market growth in the short term.

Segmentation Analysis

The men’s underwear and women’s lingerie market is segmented based on product types and applications, allowing for a detailed analysis of growth and consumer demand. The primary types in the market include brassieres, panties, sleepwear, shapewear, and daywear, each of which is witnessing varying levels of demand based on fashion trends and consumer needs. Additionally, the market is divided into online and offline applications, with online retailing seeing significant growth due to convenience and broader product availability. The offline retail segment remains significant but faces increased competition from e-commerce platforms. These segments collectively help in understanding the preferences and trends driving the market.

By Type

• Brassiere: Brassieres continue to dominate the women’s lingerie market, accounting for over 30% of total sales. This segment is driven by innovations in design and fabric technology, offering consumers a wide range of choices, from everyday comfort bras to high-performance sports bras. The increasing preference for seamless, wireless, and supportive bras reflects a shift towards both comfort and style. Additionally, the demand for plus-size bras is growing, as more brands expand their size offerings. As more women prioritize comfort and functionality, the brassiere segment is expected to maintain its position as the leading category in the lingerie market.

• Panty: Panties represent a significant portion of the women’s lingerie market, with the category accounting for approximately 25% of overall sales. This segment is driven by a wide variety of designs, from basic cotton panties to lace and satin options catering to different preferences. Panties are typically seen as a staple product, with constant demand throughout the year. The growth of online retail channels has significantly boosted the sales of panties, as consumers are now more inclined to purchase a wider selection of colors, styles, and materials. The increasing popularity of high-waisted panties is another notable trend contributing to market growth.

• Sleepwear: Sleepwear, including nightgowns, pajama sets, and robes, has seen a steady increase in demand, accounting for nearly 15% of the overall women’s lingerie market. The rise of loungewear as everyday attire, especially during the pandemic, has contributed significantly to the growth of this segment. Consumers are seeking stylish yet comfortable options that can transition from sleepwear to casual loungewear. Popular designs include silk, satin, and cotton-based fabrics, with an increasing preference for sustainable materials. The trend towards more functional sleepwear is also contributing to the market expansion, as comfort-driven innovations are being incorporated into new collections.

• Shapewear: Shapewear has become one of the fastest-growing segments in the women’s lingerie market, with a growth rate of approximately 6.8%. This product category caters to women looking for contouring and body-shaping benefits, often driven by fashion trends and the desire for smoother silhouettes under clothing. Shapewear products include bodysuits, waist cinchers, and control briefs, with materials such as spandex and nylon being popular due to their stretchability and comfort. The demand for shapewear is also growing in the plus-size market, with more brands offering inclusive sizing. This segment is expected to continue its expansion, driven by both innovation and rising consumer awareness.

• Daywear: Daywear, which includes bras and panties designed for everyday use, is a fundamental part of the lingerie market, accounting for about 20% of sales. This segment is growing due to the increasing preference for comfortable yet stylish options that can be worn daily. The demand for seamless, wireless, and breathable fabrics is rising, driven by the growing emphasis on comfort. Additionally, the rise in athleisure and the blending of lingerie with casual wear has made daywear a more versatile category. With an increased focus on inclusivity and sustainability, many brands are introducing eco-friendly fabrics and offering a wider range of sizes in daywear.

By Application

• Online: The online application segment of the men’s underwear and women’s lingerie market is rapidly expanding, with e-commerce sales accounting for nearly 40% of the total market share. Consumers are increasingly choosing online platforms for the convenience they offer, such as home delivery and a broader range of product choices. Online retailers also enable personalized shopping experiences, with tools for virtual fitting and size guides, further boosting consumer confidence in purchasing intimate apparel. The growth of online sales is expected to continue, with several brands prioritizing their digital presence and launching exclusive online collections to cater to this growing demand.

• Offline Despite the surge in online shopping, the offline retail segment still accounts for the majority of lingerie sales, representing about 60% of the total market. Physical stores, such as department stores, specialty lingerie shops, and supermarkets, remain crucial for consumers who prefer to try on products before purchasing. The tactile shopping experience, especially for intimate wear like bras, still holds strong appeal. However, this segment is facing challenges from the growing popularity of e-commerce, and retailers are adapting by offering enhanced in-store experiences, personalized fittings, and exclusive in-store discounts to maintain consumer interest and compete with online platforms.

Regional Outlook

The men’s underwear and women’s lingerie market is experiencing diverse growth across different regions, driven by varying consumer preferences, cultural trends, and economic factors. North America, Europe, Asia-Pacific, and the Middle East & Africa each contribute to the overall market dynamics, with North America and Europe maintaining dominant positions due to strong brand presence and consumer demand for premium products. Asia-Pacific is quickly emerging as a key growth region due to expanding middle-class populations and evolving fashion trends. Meanwhile, the Middle East & Africa is seeing gradual growth with increasing urbanization and changing consumer lifestyles. Each region presents unique opportunities and challenges for market players.

North America

North America holds a significant share in the men’s underwear and women’s lingerie market, primarily driven by the United States and Canada. The market is characterized by a high demand for premium, high-quality lingerie and intimate apparel, with a growing preference for inclusive sizing and sustainable products. The North American market is driven by innovation in fabric technology and an increasing shift toward online shopping. It is estimated that approximately 60% of lingerie sales in North America are attributed to online platforms. Additionally, retail chains and department stores continue to play a crucial role in the market, making it a balanced landscape for both offline and online sales.

Europe

Europe represents a major market for men’s underwear and women’s lingerie, with countries such as the UK, Germany, and France leading in both market share and consumer demand. The European market is marked by a high level of fashion-conscious consumers who seek stylish and high-quality intimate wear. There is also strong demand for eco-friendly lingerie, particularly in countries like Germany and the Netherlands, where sustainability is a major factor in purchasing decisions. The online sales segment has seen substantial growth, with nearly 45% of total lingerie sales in Europe being generated through e-commerce platforms. This trend is expected to continue as convenience and wider product availability drive further expansion.

Asia-Pacific

Asia-Pacific is emerging as one of the fastest-growing regions in the men’s underwear and women’s lingerie market, driven by expanding middle-class populations and evolving fashion trends. In countries like China, India, and Japan, rising disposable incomes and increasing awareness of personal wellness are fueling demand for both affordable and premium lingerie. The rise of online retail is a key factor in this growth, with e-commerce accounting for around 35% of total lingerie sales in the region. Furthermore, the demand for stylish and functional intimate wear is rising, with an increasing preference for western-style lingerie and shapewear, especially in urban areas.

Middle East & Africa

The Middle East and Africa region, though smaller in market share compared to other regions, is witnessing steady growth in the men’s underwear and women’s lingerie market. Countries such as the UAE, Saudi Arabia, and South Africa are seeing a shift towards more fashionable and luxurious lingerie products. Urbanization and changing social dynamics, especially among younger populations, are contributing to this trend. In particular, demand for premium and luxury lingerie is increasing in the Middle East, driven by growing disposable income and a strong preference for quality products. E-commerce platforms are also gaining traction in the region, with online lingerie sales growing significantly in markets like the UAE and South Africa.

List of Key Companies Profiled 

• Victoria's Secret (L Brands)
• Calvin Klein
• Fruit of the Loom (Berkshire Hathaway)
• Hanky Panky
• Cass and Company
• Commando LLC

Top companies with the highest share 

• Victoria's Secret (L Brands) - Holds approximately 25% of the global market share.
• Calvin Klein - Accounts for around 15% of the market share.

Investment Analysis and Opportunities

The men's underwear and women’s lingerie market offers numerous investment opportunities driven by rising consumer demand for both comfort and fashion. Investors are increasingly focusing on brands that offer eco-friendly and sustainable lingerie, as there is a growing consumer preference for environmentally conscious products. Around 40% of consumers now prioritize sustainability when purchasing intimate apparel, opening doors for investment in companies adopting sustainable practices, such as using organic materials and recycling. The market is also witnessing strong investment in e-commerce platforms, as online sales are projected to account for nearly 40% of total lingerie sales. The shift to digital shopping has led to investment in digital marketing, personalized shopping experiences, and virtual fitting technologies, creating opportunities for technology-driven companies to capitalize on consumer trends. Additionally, investment in emerging markets like Asia-Pacific is increasingly attractive, where a rising middle class is driving the demand for both affordable and premium lingerie. Countries like China and India are expected to see increased demand for Western-style lingerie, which offers opportunities for international expansion.

New Products Development

New product development in the men's underwear and women’s lingerie market is largely driven by consumer demand for comfort, functionality, and style. Companies are introducing innovative designs that use advanced fabric technologies for improved comfort, moisture-wicking, and breathability. For example, the development of seamless bras and wireless options, which now account for more than 20% of the total bra market, has been well-received by consumers seeking comfort without compromising on style. The shapewear category is also evolving, with new materials like breathable compression fabrics becoming increasingly popular due to their ability to provide shaping without sacrificing comfort. In 2023, brands like Spanx launched new lines of shapewear designed for both everyday use and special occasions, blending style with functionality. Additionally, the rise of athleisure has led to the introduction of lingerie that doubles as activewear, catering to consumers who seek both support and versatility. Companies are also expanding their offerings to cater to diverse body types, with plus-size lingerie gaining considerable traction. This inclusivity trend has led to new product lines that embrace body positivity, with many brands expanding their size ranges by up to 30%.

Recent Developments by Manufacturers 

• Victoria’s Secret launched a new line of inclusive lingerie in 2023, expanding its size offerings by 25%, catering to a broader customer base.
• Calvin Klein introduced a new sustainable lingerie collection in 2024, made with organic cotton and recycled materials, responding to growing consumer demand for eco-friendly products.
• Hanky Panky unveiled a new line of ultra-soft, sustainable lace lingerie in 2023, focusing on comfort and eco-conscious materials, which quickly gained traction in the luxury lingerie segment.
• Fruit of the Loom expanded its activewear lingerie range in 2024, combining performance fabrics with casual designs aimed at younger, fitness-conscious consumers.
• Commando LLC launched a new seamless shapewear collection in 2024, featuring innovative fabric technology designed to offer both shape and comfort, gaining popularity among consumers looking for versatile daily wear options.

Report Coverage 

This report provides a comprehensive analysis of the men’s underwear and women’s lingerie market, covering key types including brassieres, panties, sleepwear, shapewear, and daywear. It also delves into the applications of online and offline sales channels. The report presents an in-depth regional outlook, including North America, Europe, Asia-Pacific, and the Middle East & Africa, offering insights into market share and growth trends in each region. Furthermore, it examines key market drivers, such as increasing demand for comfort and sustainability, as well as restraints like price sensitivity and intense competition. Opportunities for growth, particularly in emerging markets and online sales channels, are also highlighted. The report offers a detailed segmentation analysis by type and application, along with profiles of key market players such as Victoria’s Secret, Calvin Klein, and Hanky Panky. With a focus on both product innovation and consumer trends, the report provides a thorough understanding of the current state of the market and forecasts for the coming years, offering valuable insights for industry stakeholders.