Lingerie Market Outlook

The global lingerie market is anticipated to reach approximately USD 50 billion by 2035, with a compound annual growth rate (CAGR) of 6.2% from 2025 to 2035. This growth can be attributed to the increasing demand for stylish and comfortable lingerie among consumers, as well as the ongoing fashion trends that emphasize personal expression and body positivity. The surge in online shopping has also significantly boosted market growth, as consumers are finding it more convenient to purchase lingerie from the comfort of their homes. Furthermore, the rising awareness of personal grooming and hygiene is leading to more frequent purchases of lingerie products. Lastly, the expansion of brands targeting various demographics has created a diverse range of offerings, thus catering to different preferences and boosting overall sales.

Growth Factor of the Market

The lingerie market is experiencing robust growth due to several driving factors. One of the primary factors is the evolving fashion landscape, where lingerie is no longer just considered innerwear, but a crucial component of fashion statements. This change has prompted brands to innovate in terms of design, comfort, and functionality, appealing to a broader consumer base. Moreover, the increasing number of working women globally has led to a heightened demand for comfortable yet stylish lingerie that fits well into their everyday lives. The rise of social media and influencer culture also plays a significant role in shaping consumer preferences and trends, as brands leverage these platforms to promote their latest collections. Additionally, the focus on wellness and self-care has led to consumers investing more in high-quality lingerie that enhances their comfort and boosts their confidence. The growing emphasis on inclusive sizing and diversity in advertising has also contributed to the market's expansion.

Key Highlights of the Market

• The lingerie market is witnessing significant growth driven by changing consumer preferences and fashion trends.
• Online retail channels are becoming increasingly popular, providing consumers with greater accessibility to diverse products.
• There is a growing demand for comfortable and functional lingerie, especially among working women.
• Fashion brands are focusing on body positivity and inclusivity, promoting a wider range of sizes and styles.
• Technological advancements in fabric and design are enhancing the quality and appeal of lingerie products.

By Product Type

Bras:

Bras are one of the most important segments of the lingerie market, accounting for a significant share of sales. The increasing variety of styles, from sports bras to wireless options, caters to different preferences and occasions, contributing to the rising demand. With an emphasis on comfort without compromising on style, brands are innovating with materials and designs to ensure that bras provide the right support. The trend of custom-fitting bras is also becoming more prevalent, allowing consumers to find the perfect fit, which enhances their shopping experience. Marketing efforts have revolved around promoting bras as essentials in a woman's wardrobe, further solidifying their role in the lingerie sector.

Panties:

Panties represent a vast segment of the lingerie market, offering various styles, including briefs, thongs, and boyshorts, catering to diverse consumer preferences. The focus on comfort and everyday wear has led to the introduction of various fabric blends designed for breathability and ease of wear. Brands are increasingly emphasizing the importance of matching panties with bras, turning them into a fashion statement rather than merely functional items. Additionally, brands are launching eco-friendly options, such as organic cotton panties, appealing to environmentally-conscious consumers. This segment is characterized by frequent purchases, making it a vital revenue generator for lingerie brands.

Lingerie Sets:

Lingerie sets, which typically include matching bras and panties, are gaining popularity as consumers seek coordinated ensembles that combine style and elegance. The demand for matching sets is driven by the desire for a polished look for special occasions or intimate moments, with many brands offering luxurious options in beautiful fabrics and intricate detailing. The rise of gifting occasions, such as anniversaries and weddings, has further spurred demand for lingerie sets, positioning them as thoughtful gifts. Brands are also offering subscription services, allowing consumers to discover new sets based on their preferences, making this segment increasingly dynamic and appealing.

Shapewear:

Shapewear has become an essential category in the lingerie market, providing consumers with options to enhance their body shape under clothing. The growing trend of body positivity and acceptance has led to a demand for shapewear that caters to all body types, building consumer confidence in their appearance. Modern shapewear is designed to be comfortable and breathable, incorporating advanced fabric technologies to offer support without compromising comfort. The extensive marketing campaigns surrounding shapewear, often highlighting celebrity endorsements, have also contributed to its popularity. As women seek versatile pieces that can be worn under various outfits, shapewear continues to evolve, maintaining its strong presence in the lingerie market.

Sleepwear:

Sleepwear has emerged as a prominent product type within the lingerie market, encompassing a range of items from nightgowns to pajama sets. The growing trend of self-care and comfort has led consumers to prioritize sleep quality, thereby boosting the demand for stylish yet comfortable sleepwear. Brands are increasingly focusing on materials that promote a good nightÔÇÖs sleep, such as breathable fabrics and eco-friendly textiles. The influence of athleisure trends is also visible in sleepwear, with many brands offering mix-and-match options that can transition from loungewear to sleepwear seamlessly. Additionally, the rise of online shopping has enabled consumers to discover new sleepwear collections, further driving growth in this segment.

By Application

Everyday Wear:

Everyday wear constitutes a substantial segment of the lingerie market, as consumers increasingly seek comfortable and functional options for daily use. The focus on functionality has led brands to innovate by using soft, breathable fabrics that offer all-day comfort. This segment is characterized by a wide variety of styles, from basic bras and panties to more fashionable pieces. The growing emphasis on personal wellness has encouraged consumers to invest in quality everyday lingerie, thereby elevating their overall experience. Additionally, the trend toward athleisure has resulted in the rise of multipurpose lingerie that fits seamlessly into an active lifestyle while maintaining a stylish appearance.

Bridal:

Bridal lingerie is a specialized segment that witnesses a surge in demand, particularly leading up to wedding seasons. Brides are increasingly investing in exquisite lingerie that complements their wedding attire, making them feel special on their big day. The market caters to various preferences, offering luxurious fabrics, intricate lace designs, and personalized options. Many brands are leveraging social media platforms to showcase bridal collections, attracting the attention of brides-to-be. The emphasis on matching sets and thoughtful accessories, such as garters and bridal robes, enhances the appeal of this segment, making it a lucrative area for lingerie brands.

Activewear:

The demand for lingerie designed for active lifestyles has grown significantly, leading to the emergence of activewear lingerie. This segment focuses on providing support and comfort during physical activities, with features such as moisture-wicking fabrics and seamless designs. Consumers are increasingly looking for bras and panties that can transition from workouts to daily wear, creating a need for versatile options. The rise of fitness culture, coupled with the influence of social media fitness influencers, has driven this trend, prompting brands to innovate and create stylish yet functional activewear lingerie. As health and wellness continue to be a priority for many consumers, this segment is expected to witness sustained growth.

Maternity:

The maternity segment of the lingerie market has gained traction, with a focus on providing comfort and support for expectant mothers. Maternity lingerie is designed to adapt to the changing body shape during pregnancy, with features such as expandable bras and soft, stretchy fabrics that ensure comfort. The emphasis on self-care during pregnancy has led mothers-to-be to seek out high-quality pieces that make them feel comfortable and confident. Additionally, brands are increasingly recognizing the importance of postnatal lingerie, offering options that cater to breastfeeding mothers, thus expanding their product lines. As the awareness of maternal wellness grows, this segment is poised for continued growth in the coming years.

Luxury:

Luxury lingerie is a niche segment that targets consumers looking for exquisite designs and premium quality. This segment features high-end fabrics, intricate detailing, and artisanal craftsmanship, appealing to a discerning consumer base that values exclusivity and elegance. The luxury lingerie market often emphasizes limited edition collections and personalized shopping experiences, which further enhances its appeal. As consumers increasingly regard lingerie as a fashion statement, the demand for luxurious options is on the rise, pushing brands to create innovative and captivating collections. The presence of high-profile fashion shows and celebrity endorsements also plays a vital role in bolstering the visibility and desirability of luxury lingerie.

By Distribution Channel

Online Retailers:

Online retailers have become a dominant distribution channel in the lingerie market, thanks to the convenience and extensive product range they offer. The shift towards e-commerce has been accelerated by changing consumer shopping behaviors, particularly among younger demographics who prefer the ease of online shopping. Various platforms provide detailed product descriptions, sizing guides, and customer reviews, helping consumers make informed decisions. Additionally, the ability to shop from home eliminates the discomfort some may feel when shopping for intimate apparel in-store. The rise of subscription services, which offer personalized selections of lingerie, has also contributed to the growth of this channel, making it an essential component of the lingerie market.

Specialty Stores:

Specialty stores focusing exclusively on lingerie have carved a significant niche within the market, providing curated selections that cater to specific consumer needs. These stores often offer personalized fitting services and expert advice, enhancing the shopping experience. The intimate atmosphere of specialty stores allows consumers to browse luxury and niche brands that may not be available in larger retail chains. The emphasis on personalized service and superior product knowledge positions specialty stores as trusted sources for quality lingerie. Additionally, many specialty retailers are evolving by integrating online platforms, allowing them to reach a broader audience while maintaining their unique in-store experience.

Department Stores:

Department stores continue to play a key role in the lingerie market, offering a wide range of brands and styles that cater to diverse consumer preferences. These stores provide the advantage of being one-stop shopping destinations, allowing consumers to browse various categories under one roof. The presence of well-known brands within department stores enhances consumer trust and encourages purchasing. Many department stores are also investing in revamping their lingerie sections to create a more inviting and comfortable shopping environment. Seasonal promotions and exclusive in-store events attract customers, further driving sales in this segment.

Boutique Shops:

Boutique shops specializing in lingerie offer a unique shopping experience that appeals to consumers looking for exclusive products and personalized service. These shops often focus on high-quality materials and unique designs that set them apart from mass-market retailers. The intimate and curated atmosphere of boutique shops allows for a more tailored shopping experience, where customers can receive individual attention and expert advice. Many boutique owners also prioritize ethical and sustainable practices, appealing to environmentally-conscious consumers. As the demand for unique and luxurious lingerie continues to grow, boutique shops are becoming increasingly popular within the market.

Supermarkets/Hypermarkets:

Supermarkets and hypermarkets have emerged as convenient distribution channels for lingerie, catering to consumers seeking affordability and accessibility. These retail formats offer a diverse range of products alongside everyday essentials, making it easy for shoppers to purchase lingerie during their routine grocery shopping. The competitive pricing and variety of brands available in supermarkets attract budget-conscious consumers. However, the selection may not be as extensive as specialty or online stores, which can limit options for consumers looking for specific styles or sizes. Nevertheless, the strategic placement of lingerie sections within these larger retail environments helps to drive impulse purchases and capture a broader audience.

By Material Type

Lace:

Lace is a popular material in the lingerie market, known for its delicate and intricate designs that add a touch of elegance and femininity. The incorporation of lace into lingerie pieces enhances their aesthetic appeal, making them desirable for special occasions or intimate moments. Brands are often experimenting with different types of lace and combining them with other materials to create unique and luxurious designs. Lace lingerie is frequently marketed as a gift option, especially during romantic occasions, increasing its overall sales. Additionally, the versatility of lace allows for a variety of styles, from sensual to sophisticated, thereby catering to diverse consumer preferences.

Satin:

Satin is another widely utilized material in the lingerie sector, characterized by its smooth texture and lustrous finish. Satin lingerie is often associated with luxury and comfort, making it a popular choice for both everyday wear and special occasions. The soft drape of satin adds a sensual element to lingerie pieces, appealing to those who prioritize both elegance and comfort. Brands are leveraging satin to create a range of products, from sleepwear to sophisticated lingerie sets, thereby broadening their offerings. The ease of care and durability of satin also contribute to its popularity among consumers who seek high-quality lingerie that lasts.

Cotton:

Cotton is a staple material in the lingerie market, revered for its breathability, comfort, and practicality. This natural fabric is ideal for everyday wear, especially for those who prioritize comfort over aesthetics. The growing demand for sustainable and eco-friendly options has further increased the popularity of cotton lingerie, with brands offering organic and responsibly sourced cotton products. Cotton lingerie is often marketed as a go-to option for casual wear, providing the perfect balance between function and comfort. The versatility of cotton allows for a variety of styles, making it suitable for diverse consumer preferences, from basic essentials to fashionable designs.

Silk:

Silk is synonymous with luxury and opulence in the lingerie market, favored for its soft texture and elegant appearance. Silk lingerie is often associated with special occasions and intimate moments, making it a popular choice for consumers looking to indulge themselves or gift loved ones. The delicate nature of silk requires careful handling and cleaning, which enhances its appeal as a premium product. Many brands are now offering silk sleepwear and lingerie sets that cater to consumers seeking comfort without sacrificing style. The rising trends around self-care and indulgence have led to an increase in demand for silk lingerie, positioning it as a sought-after material in the luxury segment.

Mesh:

Mesh is a modern and versatile material frequently used in the lingerie market, known for its breathable and lightweight properties. This fabric is increasingly popular among consumers seeking sporty or edgy lingerie options, as it provides a sense of comfort while ensuring a stylish appearance. The use of mesh in lingerie allows for innovative designs that incorporate transparency and layering, appealing to those who enjoy experimenting with fashion. Many brands are blending mesh with other materials to create unique pieces that combine style with functionality. The trend towards body positivity and confidence has also fueled the demand for lingerie that utilizes mesh to enhance the allure of the wearer.

By Region

North America holds a significant share of the global lingerie market, driven by an evolving fashion landscape and increasing consumer awareness surrounding personal grooming. The United States leads the region, with a market size estimated at approximately USD 18 billion in 2023, representing a CAGR of 5.5% over the forecast period. The growing interest in online shopping and the rise of social media influencers have also contributed to the region's market growth. Additionally, the focus on inclusivity and body positivity has prompted brands to expand their product offerings, catering to diverse consumer needs, thus solidifying North America's position as a significant player in the lingerie market.

Europe follows closely behind, with a robust lingerie market valued at around USD 15 billion in 2023. This region is characterized by a rich history of luxurious lingerie brands, alongside a growing acceptance of diverse body types and styles. Countries like France and the United Kingdom are at the forefront of this market, with rising consumer awareness regarding sustainability and ethical practices influencing purchasing decisions. The CAGR for the European lingerie market is projected at 6.0%, driven by the increasing demand for high-quality materials and innovative designs. Furthermore, the launch of new collections by established and emerging brands is expected to bolster growth in this region.

Opportunities

The lingerie market presents numerous opportunities for growth fueled by shifting consumer preferences and emerging trends. One key opportunity lies in the increasing demand for sustainable and ethically produced lingerie. As consumers become more conscientious about their purchasing decisions, brands that prioritize eco-friendly materials and ethical manufacturing practices are likely to gain a competitive edge. This trend opens avenues for innovation in materials, as companies explore alternatives such as organic cotton and biodegradable fabrics. Additionally, the integration of technology into lingerie design, such as moisture-wicking fabrics and smart textiles, can further enhance consumer appeal and drive sales. The growing trend of body positivity also presents an opportunity for brands to expand their size ranges and cater to a more diverse consumer base, ensuring inclusivity in their offerings.

Another significant opportunity for growth lies in the expansion into emerging markets, where rising disposable incomes and changing lifestyles are leading to increased spending on personal care and fashion items, including lingerie. As more consumers enter the middle class in regions such as Asia Pacific and Latin America, the demand for quality lingerie products is expected to rise. Brands can capitalize on this by tailoring their marketing strategies to local preferences and cultural nuances, creating collections that resonate with these new consumers. Furthermore, the rise of social media and influencer marketing in these regions can help elevate brand visibility and awareness. By establishing a strong online presence and engaging with local communities, brands can effectively tap into these expanding markets and capture a larger share of the lingerie market.

Threats

Despite the promising growth prospects of the lingerie market, several threats could pose challenges for brands and retailers. The increasing competition from both established brands and new entrants creates a dynamic environment where companies must continuously adapt and innovate to maintain market share. This competitive pressure can lead to price wars, impacting profit margins and making it challenging for brands to differentiate their offerings. Additionally, the volatility of consumer preferences, driven by ever-changing fashion trends, poses a risk for brands that may find it difficult to keep pace. Failure to respond to these shifts can result in stagnant sales and lost market opportunities. Moreover, the threat of counterfeit products and substandard alternatives in the market can undermine consumer trust and brand reputation, further complicating the competitive landscape.

Another significant threat facing the lingerie market is the potential impact of economic fluctuations. Economic downturns can lead to reduced consumer spending on non-essential items, including fashion and lingerie. As consumers prioritize essential purchases during challenging economic times, brands may experience a decline in sales, particularly in the luxury and premium segments. Additionally, supply chain disruptions caused by global events, such as the COVID-19 pandemic, can hinder production and distribution, affecting product availability in the market. Brands that rely heavily on international supply chains may be particularly vulnerable to such disruptions, necessitating the need for robust contingency planning and diversified sourcing strategies to mitigate these risks.

Competitor Outlook

• Victoria's Secret
• Calvin Klein Underwear
• H&M
• Triumph International
• La Perla
• Chantelle
• Marks & Spencer
• Wacoal
• Agent Provocateur
• ThirdLove
• Aerie
• Savage X Fenty
• Bravissimo
• Playtex
• Bra Stop

The competitive landscape of the lingerie market is characterized by a mix of established brands and new entrants, each striving to capture consumer attention in a dynamic and rapidly evolving environment. Major companies, such as Victoria's Secret, have long dominated the market share with their extensive product offerings and strong brand identities. However, the rise of niche brands focusing on specific demographics, such as ThirdLove and Aerie, has disrupted the traditional market dynamics by prioritizing inclusivity and comfort. This shift in consumer preferences signifies a growing demand for personalized experiences, compelling established brands to adapt their strategies accordingly. As the market continues to evolve, brands must leverage innovative marketing techniques and product differentiation to remain competitive.

Brands like La Perla and Agent Provocateur represent the luxury segment of the lingerie market, appealing to consumers seeking premium quality and exquisite designs. These brands often emphasize craftsmanship and exclusivity, allowing them to charge higher price points. As luxury lingerie gains traction, other brands are adapting their offerings to include limited-edition collections and collaborations with renowned designers, enhancing their allure in the competitive landscape. Furthermore, the increasing presence of sustainable practices among lingerie brands is beginning to change consumer expectations, prompting companies to invest in eco-friendly materials and transparent sourcing. Brands that successfully align themselves with these values are likely to resonate with the modern consumer, thereby strengthening their competitive positioning.

Additionally, the emergence of direct-to-consumer brands has transformed the lingerie market by offering consumers an alternative to traditional retail channels. Companies like Savage X Fenty have leveraged social media and influencer partnerships to create a strong online presence, enabling them to connect directly with their target audience. This strategic approach eliminates intermediaries, allowing brands to offer competitive pricing and personalized customer experiences. As consumers increasingly gravitate toward online shopping, brands that prioritize user-friendly online platforms and invest in digital marketing efforts will gain a significant advantage in capturing market share. Overall, the lingerie market's competitive landscape is in a state of flux, shaped by evolving consumer preferences, technological advancements, and shifting market dynamics.