Men's Underwear and Women's Lingerie 2025 Trends and Forecasts 2033: Analyzing Growth Opportunities

Key Insights

The global market for men's underwear and women's lingerie is projected to reach a substantial $58,690 million by 2025, demonstrating robust growth with a Compound Annual Growth Rate (CAGR) of 2.3% anticipated through 2033. This sustained expansion is fueled by a confluence of factors, including evolving fashion trends that prioritize comfort, style, and functionality in intimate apparel. The increasing consumer awareness regarding material quality, sustainable sourcing, and ethical manufacturing practices is also playing a significant role, pushing brands to innovate and cater to a more discerning customer base. Furthermore, the growing influence of e-commerce and digital marketing has democratized access to a wider variety of products and brands, allowing consumers to explore diverse options and express their personal style through their choice of intimate wear. The market is segmenting further, with advancements in fabric technology and design leading to specialized products like performance-enhancing athletic underwear and luxurious, everyday comfort lingerie.

Key trends shaping this dynamic market include the rise of athleisure, influencing the design of both men's and women's intimate apparel towards more comfortable and versatile pieces suitable for both active and casual wear. Sustainability is no longer a niche concern but a significant driver, with consumers actively seeking out brands that utilize eco-friendly materials and ethical production methods. The online sales channel continues to dominate, offering unparalleled convenience and a vast product selection, while offline retail spaces are increasingly focusing on experiential shopping and personalized services to attract customers. Emerging markets, particularly in Asia Pacific, are presenting significant growth opportunities due to rising disposable incomes and a growing acceptance of Western fashion influences. Companies are investing in product innovation, diversifying their portfolios to include a wider range of styles, sizes, and functionalities to capture a larger market share and meet the diverse needs of a global consumer base.

This report provides an in-depth analysis of the global men's underwear and women's lingerie market, forecasting its trajectory from 2019 to 2033. The base year for our estimations is 2025, with a detailed examination of the historical period (2019-2024) and a robust forecast period (2025-2033). We delve into market dynamics, key drivers, prevailing challenges, regional dominance, and the strategic landscape of leading players, offering invaluable insights for stakeholders. The estimated market size for men's underwear and women's lingerie is projected to reach $85,500 million by 2025, with significant growth anticipated throughout the forecast period.

Men's Underwear and Women's Lingerie Trends

The men's underwear and women's lingerie market is undergoing a profound transformation, driven by evolving consumer preferences, technological advancements, and a growing emphasis on inclusivity and sustainability. For men's underwear, the trend landscape is shifting from basic functional garments to more style-conscious and performance-oriented options. This includes the increasing popularity of premium fabrics like modal and bamboo, innovative designs such as boxer briefs with enhanced support, and a growing demand for athleisure-inspired styles that blend comfort and fashion. Consumers are increasingly seeking underwear that offers moisture-wicking properties, breathability, and a superior fit, moving beyond purely utilitarian purposes. The rise of direct-to-consumer (DTC) brands has also fostered greater personalization and customization, allowing men to curate their underwear collections with specific needs and aesthetics in mind.

In parallel, the women's lingerie sector is witnessing a significant recalibration of its traditional norms. The "lingerie revolution" is characterized by a move away from overly sexualized or restrictive designs towards comfort, empowerment, and self-expression. This has fueled the surge in demand for bralettes, wireless bras, and soft, unlined options that prioritize well-being and natural form. Furthermore, inclusivity has become a paramount trend, with a growing demand for a wider range of sizes, skin tones, and adaptive designs catering to individuals with disabilities. Sustainability is no longer a niche concern but a core purchasing factor, leading to an increased preference for organic cotton, recycled materials, and ethically produced garments. The intersection of fashion and functionality is also evident, with lingerie increasingly being viewed as an integral part of an outfit, extending beyond intimate wear to statement pieces. The market is also observing a growing acceptance of diverse body types and a rejection of narrow beauty standards, leading brands to adopt more authentic and representative marketing campaigns. The digital influence, with social media showcasing a broader spectrum of styles and influencers advocating for body positivity, is profoundly shaping consumer choices, pushing the industry towards more diverse and consumer-centric offerings.

Driving Forces: What's Propelling the Men's Underwear and Women's Lingerie

Several potent forces are collectively propelling the growth and evolution of the men's underwear and women's lingerie market. Foremost among these is the increasing disposable income and rising consumer spending power, particularly in emerging economies, which allows individuals to allocate more resources towards personal apparel and comfort. This enhanced purchasing ability translates to a greater willingness to invest in premium quality, comfortable, and aesthetically pleasing undergarments. Furthermore, a growing awareness and emphasis on personal wellness and self-care are significantly influencing consumer choices. For men, this manifests as a demand for performance-driven underwear that supports active lifestyles and promotes comfort throughout the day. For women, it translates to a preference for lingerie that enhances comfort, confidence, and well-being, moving beyond purely aesthetic considerations. The proliferation of e-commerce platforms and digital marketing strategies has been instrumental in broadening market reach and accessibility. Online channels offer consumers a vast selection of brands, styles, and price points, facilitating convenient shopping experiences and enabling brands to connect with a global customer base directly. This digital revolution has democratized access to niche and specialized products, empowering consumers to explore diverse options previously unavailable. Additionally, shifting societal norms and a greater acceptance of body positivity and inclusivity are reshaping product development and marketing. Brands are increasingly recognizing the need to cater to a diverse range of body types, sizes, and needs, fostering a more inclusive and empowering market landscape. This has led to innovations in design and material to accommodate a wider spectrum of consumers, further driving market expansion.

Challenges and Restraints in Men's Underwear and Women's Lingerie

Despite the robust growth, the men's underwear and women's lingerie market faces several inherent challenges and restraints that can impede its full potential. A significant hurdle is the intense competition within the market, characterized by a crowded landscape populated by both established global brands and a burgeoning number of agile DTC startups. This fierce competition can lead to price wars and necessitate substantial marketing investments to maintain brand visibility and market share. Furthermore, fluctuations in raw material costs, particularly for cotton and synthetic fibers, can impact profit margins and necessitate price adjustments, potentially affecting consumer affordability. The dynamic nature of fashion trends and consumer preferences presents another challenge. What is fashionable today may be obsolete tomorrow, requiring brands to constantly innovate and adapt their product offerings to remain relevant, which can be a costly and time-consuming process. The increasing consumer focus on sustainability and ethical sourcing, while a positive trend, also poses a challenge for companies that have not yet integrated these practices into their supply chains. Meeting these evolving expectations requires significant investment in research and development, sourcing sustainable materials, and ensuring ethical labor practices, which can increase operational costs. Additionally, counterfeiting and the prevalence of low-quality imitation products, particularly in the online space, can dilute brand value and erode consumer trust, leading to lost sales and reputational damage. The logistical complexities of global supply chains, including shipping costs, import duties, and varying regulatory environments across different regions, can also add to operational expenses and impact product availability and pricing.

Key Region or Country & Segment to Dominate the Market

While the global men's underwear and women's lingerie market is experiencing growth across numerous regions, the Asia-Pacific region is poised to exhibit the most significant dominance and rapid expansion throughout the forecast period. This ascendance is underpinned by a confluence of powerful demographic and economic factors.

• Rapid Urbanization and Growing Middle Class: Countries like China, India, and Southeast Asian nations are witnessing unprecedented urbanization, leading to a burgeoning middle class with increasing disposable incomes. This demographic shift translates directly into higher spending power for discretionary items, including premium and fashion-forward men's underwear and women's lingerie. As lifestyles evolve and disposable income rises, consumers are more inclined to invest in quality, comfort, and style for their intimate apparel.

• Evolving Fashion Consciousness: There is a palpable rise in fashion consciousness across the Asia-Pacific region. Consumers are increasingly influenced by global fashion trends, social media, and celebrity endorsements, leading to a greater demand for a wider variety of styles, designs, and brands in both men's underwear and women's lingerie. The desire to express personal style extends to intimate wear, driving the demand for more diverse and fashionable options.

• Penetration of E-commerce and Digitalization: The digital landscape in Asia-Pacific is highly advanced, with widespread internet penetration and a rapidly growing e-commerce ecosystem. Online platforms have become the primary channels for product discovery and purchase, especially for categories like lingerie where privacy and convenience are valued. This digital accessibility allows brands to reach a vast consumer base efficiently and cater to evolving purchasing habits.

• Increasing Brand Awareness and Availability: As international brands expand their presence and local players innovate, the availability and awareness of diverse men's underwear and women's lingerie options are steadily increasing. Marketing efforts, both online and offline, are further amplifying this awareness, encouraging consumers to explore and purchase a wider range of products.

Dominant Segment: Online Application

Within the broader market, the Online application segment is set to dominate in terms of market share and growth velocity, driven by the aforementioned factors, particularly in the Asia-Pacific region.

• Convenience and Privacy: For both men's underwear and women's lingerie, online shopping offers unparalleled convenience and privacy. Consumers can browse and purchase products from the comfort of their homes, avoiding the potential embarrassment or time constraints associated with in-store shopping for intimate apparel. This is particularly appealing for a wide range of product types, from everyday essentials to specialized lingerie.

• Wider Product Selection and Competitive Pricing: Online retail provides access to a far more extensive catalog of brands, styles, sizes, and colors than most brick-and-mortar stores can offer. This vast selection empowers consumers to find exactly what they are looking for, whether it's a specific brassiere style, a particular type of men's boxer brief, or niche sleepwear. Furthermore, the competitive nature of online marketplaces often leads to more attractive pricing and promotional offers, driving higher sales volumes.

• Influence of Social Media and Influencer Marketing: Social media platforms play a pivotal role in shaping online purchasing decisions. Influencers and online communities often showcase new products, offer reviews, and create trends, directly impacting consumer demand for specific types of underwear and lingerie. This digital word-of-mouth is a powerful driver of online sales.

• Growth of DTC Brands: The rise of Direct-to-Consumer (DTC) brands has further accelerated the dominance of the online segment. These brands often leverage digital channels exclusively for sales and marketing, offering unique product propositions and building direct relationships with their customers. This model is highly effective for categories where personalized recommendations and engaging brand narratives are crucial.

While other segments like Brassiere in women's lingerie and Panty in men's underwear are significant product categories, the Online application is the overarching channel that facilitates their widespread accessibility and drives their market penetration across various product types and regions, with the Asia-Pacific at the forefront of this digital-led expansion.

Growth Catalysts in Men's Underwear and Women's Lingerie Industry

Several key catalysts are fueling the expansion of the men's underwear and women's lingerie industry. The growing emphasis on personal wellness and comfort is a primary driver, encouraging consumers to invest in higher-quality, better-fitting intimate apparel. Furthermore, the increasing acceptance of diverse body types and the push for inclusivity are leading to the development of more specialized and accommodating product lines. The pervasive influence of e-commerce and digital marketing channels has democratized access to a wider range of brands and styles, while also enabling brands to connect directly with consumers. Finally, the integration of sustainable and ethical manufacturing practices is resonating with a growing segment of environmentally conscious consumers, creating new market opportunities.

Leading Players in the Men's Underwear and Women's Lingerie

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

Significant Developments in Men's Underwear and Women's Lingerie Sector

• March 2024: Victoria's Secret launched its new "Body By Victoria" collection, emphasizing comfort and inclusivity with a wider range of sizes and styles.
• November 2023: Calvin Klein expanded its sustainable offerings with a new range of underwear made from recycled materials.
• July 2023: Fruit of the Loom introduced an innovative moisture-wicking fabric technology for its men's underwear line.
• February 2023: Hanky Panky unveiled a collaboration with a renowned fashion designer, introducing a limited-edition collection of intricate lace lingerie.
• September 2022: Commando LLC introduced a new line of shapewear designed for seamless integration under various clothing styles.
• April 2021: Cass and Company announced a significant investment in expanding its e-commerce infrastructure to meet growing online demand.
• May 2020: The industry saw a surge in demand for comfortable loungewear and sleepwear, with many brands pivoting to offer more relaxed-fit options.

Comprehensive Coverage Men's Underwear and Women's Lingerie Report

This comprehensive report offers a deep dive into the men's underwear and women's lingerie market, providing invaluable insights for industry stakeholders. The analysis encompasses a detailed examination of market size and segmentation, including breakdowns by type (Brassiere, Panty, Sleepwear, Shapewear, Daywear) and application (Online, Offline). We meticulously explore the historical performance from 2019-2024 and project future trends from 2025-2033, with 2025 serving as the base and estimated year. The report also delves into the key driving forces, challenges, and opportunities shaping the market landscape, with a particular focus on dominant regions and growth catalysts. Leading players and significant industry developments are also comprehensively covered, offering a holistic view of this dynamic sector.

Men's Underwear and Women's Lingerie Segmentation

• 1. Type
  • 1.1. Brassiere
  • 1.2. Panty
  • 1.3. Sleepwear
  • 1.4. Shapewear
  • 1.5. Daywear
• 2. Application
  • 2.1. Online
  • 2.2. Offline

Men's Underwear and Women's Lingerie Segmentation By Geography

• 1. North America
  • 1.1. United States
  • 1.2. Canada
  • 1.3. Mexico
• 2. South America
  • 2.1. Brazil
  • 2.2. Argentina
  • 2.3. Rest of South America
• 3. Europe
  • 3.1. United Kingdom
  • 3.2. Germany
  • 3.3. France
  • 3.4. Italy
  • 3.5. Spain
  • 3.6. Russia
  • 3.7. Benelux
  • 3.8. Nordics
  • 3.9. Rest of Europe
• 4. Middle East & Africa
  • 4.1. Turkey
  • 4.2. Israel
  • 4.3. GCC
  • 4.4. North Africa
  • 4.5. South Africa
  • 4.6. Rest of Middle East & Africa
• 5. Asia Pacific
  • 5.1. China
  • 5.2. India
  • 5.3. Japan
  • 5.4. South Korea
  • 5.5. ASEAN
  • 5.6. Oceania
  • 5.7. Rest of Asia Pacific