The global underwear market is expected to witness steady expansion over the coming years, driven by evolving consumer preferences, the growing emphasis on comfort and functionality, and the continuous introduction of innovative designs. According to the latest industry analysis by Persistence Market Research, the global underwear market size is likely to be valued at US$98.4 Billion in 2025 and is projected to reach US$141.3 Billion by 2032, reflecting a compound annual growth rate (CAGR) of 5.3% during the forecast period from 2025 to 2032. The increasing demand for premium-quality fabrics, stylish designs, and brand-oriented products is contributing significantly to this growth trajectory.
The market growth is primarily fueled by rising disposable incomes, increased fashion consciousness, and growing awareness of personal hygiene across both men and women. Furthermore, the expansion of e-commerce platforms has enhanced product accessibility, while digital marketing and social media endorsements are influencing consumer purchase decisions. The rapid shift toward sustainable and eco-friendly materials, such as organic cotton, bamboo fiber, and recycled fabrics, is also shaping the evolution of the underwear industry.
Why is the underwear market growing so rapidly?
The global underwear market is growing rapidly due to increasing consumer emphasis on comfort, quality, and style. In addition, the rising participation in sports and fitness activities, coupled with the trend toward athleisure, has spurred demand for performance-oriented and breathable underwear. Moreover, the surge in online retailing and availability of diverse product varieties across different price ranges have made underwear more accessible to global consumers, further accelerating market expansion.
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Segmentation Analysis
By Product Type
The underwear market is segmented into briefs, boxers, panties, bras, shapewear, and others. Among these, the bras and panties segment continues to dominate the women’s category, while boxer briefs and trunks hold a significant share in the men’s category. The shapewear segment, although smaller, is witnessing rapid growth driven by the increasing demand for body contouring garments and fashion-conscious consumers seeking confidence and comfort. The innovation in design, such as seamless finishes and moisture-wicking materials, is further propelling growth across all product types.
By Fabric Material
Underwear is crafted from various materials, including cotton, nylon, polyester, spandex, silk, and blends of synthetic fibers. Cotton remains the most preferred material owing to its breathability and comfort; however, synthetic fibers and performance fabrics are gaining traction due to their durability, flexibility, and sweat-resistant properties. In recent years, sustainable materials such as bamboo fiber and organic cotton have gained immense popularity, reflecting the industry’s growing commitment to environmental responsibility and sustainable production practices.
By End-user
Based on end-user, the market is bifurcated into men, women, and kids. The women’s underwear segment accounts for the largest share, driven by the high variety of styles and evolving fashion trends. However, the men’s segment is anticipated to exhibit notable growth during the forecast period, supported by increasing awareness of personal hygiene and the availability of premium men’s underwear brands. The kids’ segment also contributes steadily as parents emphasize comfort, fit, and fabric safety.
By Distribution Channel
The distribution landscape of the underwear market has undergone substantial transformation. Traditional retail stores, supermarkets, and exclusive brand outlets remain dominant; however, the online segment is rapidly expanding and is expected to grow at the fastest rate during the forecast period. The rise of e-commerce platforms, direct-to-consumer brands, and social media marketing has revolutionized the way consumers shop for underwear. Additionally, subscription-based models offering customized products have gained popularity, especially among millennials and Gen Z consumers.
Regional Insights
Regionally, North America currently leads the global underwear market, accounting for a substantial market share in 2025. The region’s dominance is attributed to the presence of established brands, high consumer spending on premium apparel, and growing awareness of sustainability in clothing. Europe follows closely, supported by a robust fashion industry, high-quality manufacturing standards, and strong adoption of eco-friendly materials.
The Asia-Pacific region, however, is projected to emerge as the fastest-growing market during the forecast period. Countries such as China, India, and Japan are experiencing increasing urbanization, expanding middle-class populations, and growing demand for international brands. Rapid penetration of e-commerce platforms and increasing influence of Western fashion trends are further boosting regional growth. The Middle East Africa and Latin America markets are also gaining traction, supported by changing lifestyle patterns and growing retail infrastructure.
Unique Features and Innovations in the Market
The modern underwear market is characterized by continuous innovation in materials, design, and technology. Brands are increasingly focusing on advanced fabrics that offer enhanced breathability, stretchability, and moisture control. Technological advancements such as 3D knitting, seamless stitching, and temperature-regulating materials are elevating comfort and durability. Additionally, the integration of smart textiles and IoT-enabled garments is emerging as a futuristic trend, enabling consumers to monitor fitness and health metrics through wearable underwear.
Sustainability remains a defining feature of modern innovations. Many brands are adopting recycled fabrics, eco-friendly dyes, and biodegradable packaging to appeal to environmentally conscious consumers. The use of AI and data analytics is also transforming the market, allowing brands to predict consumer preferences, optimize production, and personalize product recommendations. These innovations not only enhance customer satisfaction but also streamline supply chain efficiency and reduce waste.
Market Highlights
The underwear market is witnessing a notable shift toward functional and aesthetic value. Consumers are increasingly seeking products that combine style with comfort, leading to a surge in demand for multi-purpose and performance-oriented underwear. This has encouraged manufacturers to focus on ergonomic designs, superior fitting, and sustainable fabric sourcing. Moreover, the influence of social media and celebrity endorsements is playing a crucial role in brand visibility and consumer engagement.
Regulatory compliance and sustainability initiatives are further influencing business strategies. Governments and industry bodies across major economies are encouraging sustainable textile production and ethical labor practices, thereby driving innovation and transparency. The rising number of start-ups and niche brands focusing on inclusivity and diversity in sizing is reshaping consumer perceptions and expanding market reach.
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Key Players
• PVH Corp.
• Victoria’s Secret Co.
• Hanesbrands Inc.
• Triumph Intertrade AG (Triumph Group)
• Jockey International Inc.
• Lululemon Athletica
• Spanx, LLC
• Wacoal Holdings Corp.
• American Eagle Outfitters, Inc.
• Groupe Chantelle
• Tommy John, Inc.
• SAXX Underwear Co.
• Nike Inc.
• Adidas AG
• Rupa Company Ltd.
• Fast Retailing Co., Ltd.
• Marks Spencer Group plc
• HM Group
Competitive Landscape
The global underwear market features a competitive environment marked by strong brand presence, innovation-driven strategies, and expanding product portfolios. Leading companies such as PVH Corp., Victoria’s Secret Co., and Hanesbrands Inc. continue to dominate through extensive distribution networks and diversified offerings catering to multiple consumer segments. PVH Corp. focuses on premiumization and sustainability across its Calvin Klein and Tommy Hilfiger brands, while Victoria’s Secret is undergoing strategic restructuring to revitalize its brand image and expand into new categories.
Hanesbrands Inc. emphasizes comfort-based innovation and affordability, leveraging its global manufacturing capabilities. Triumph Group and Wacoal Holdings Corp. maintain strong positions in the women’s lingerie segment, emphasizing quality craftsmanship and fashion-forward designs. Lululemon Athletica and Spanx, LLC are expanding their reach in the athleisure and shapewear categories, reflecting the growing convergence between activewear and intimate apparel.
Fast Retailing Co., Ltd. and HM Group are investing heavily in sustainability initiatives, focusing on recyclable materials and ethical production. Sportswear giants Nike Inc. and Adidas AG are leveraging performance fabrics to expand their presence in the underwear category, appealing to fitness-oriented consumers. Meanwhile, emerging brands such as SAXX Underwear Co. and Tommy John, Inc. are gaining traction with their comfort innovations and direct-to-consumer sales models.
Outlook
Looking ahead, the global underwear market is expected to continue its upward trajectory, driven by the fusion of fashion, technology, and sustainability. The adoption of smart fabrics, personalized fitting solutions, and circular fashion initiatives will redefine product innovation and brand positioning. Furthermore, the growing acceptance of gender-neutral underwear and inclusive sizing will open new growth avenues, catering to a broader consumer demographic.
As digital retailing and AI-driven analytics continue to transform consumer engagement, brands that focus on sustainability, comfort, and digital experience will gain a competitive edge. Emerging markets in Asia-Pacific, Latin America, and the Middle East are set to offer lucrative opportunities for expansion, supported by rising disposable incomes and evolving lifestyle preferences. Overall, the industry’s focus on innovation, ethical production, and customer-centric strategies will shape the future landscape of the global underwear market through 2032 and beyond.
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