Men's Underwear Sales Market Outlook

The global men's underwear market is projected to reach approximately USD 30 billion by 2035, growing at a CAGR of around 5% during the forecast period from 2025 to 2035. This growth is driven by a combination of factors including the increasing awareness of personal grooming, the rise of e-commerce platforms enhancing accessibility to diverse product ranges, and the growing popularity of fashion-forward and comfort-centric designs among male consumers. Furthermore, an enhanced focus on health-conscious materials, such as organic cotton and moisture-wicking fabrics, reflects a broader trend towards sustainability that is influencing consumer choices in this segment. As lifestyles become more dynamic, the demand for versatile and comfortable underwear options is also surging, leading to innovative designs that cater to various activities and preferences.

Growth Factor of the Market

Several key factors are driving the growth of the men's underwear market. The increasing participation of men in fitness and outdoor activities has led to a demand for functional and comfortable underwear options that offer support and breathability. Moreover, the rapid expansion of online retail channels has made it easier for consumers to access a wide variety of products, significantly influencing purchase decisions. The rising influence of social media and celebrity endorsements has also played a role in changing perceptions of men's underwear from a basic necessity to a fashion statement, prompting brands to innovate and diversify their offerings. Additionally, the growth of the fashion industry as a wholeÔÇöwith a particular emphasis on men's wearÔÇöhas led to increased investment in underwear lines, thereby enhancing brand visibility and consumer options. Finally, the growing emphasis on personal health and hygiene has further fueled the demand for high-quality, durable, and comfortable underwear.

Key Highlights of the Market

• The global men's underwear market is forecasted to grow at a 5% CAGR from 2025 to 2035.
• Online sales channels are expected to capture a significant share of total sales, driven by convenience and variety.
• Eco-friendly materials are becoming increasingly popular as consumers prioritize sustainability.
• Boxer briefs have emerged as the most favored product type among consumers.
• Premium and luxury segments are experiencing heightened interest, especially among younger consumers.

By Product Type

Boxer Briefs:

Boxer briefs have quickly become one of the most popular forms of men's underwear due to their blend of comfort and support. This style offers a snug fit that provides adequate coverage and prevents chafing, making it an ideal choice for active individuals. The versatility of boxer briefs allows them to be worn under various types of clothing, from casual wear to formal attire, which further enhances their appeal. With advancements in fabric technology, many brands have started incorporating moisture-wicking and stretchable materials to improve comfort during physical activities. The increasing popularity of athleisure wear is also contributing to the rise in demand for boxer briefs, as more men are seeking underwear that complements their active lifestyles. Overall, the growth of the boxer briefs segment is evident as it captures a considerable market share and continues to attract new consumers.

Boxers:

Boxers are characterized by their loose-fitting design and breathable fabric, making them a preferred choice for many men who prioritize comfort and freedom of movement. The relaxed style allows for better airflow, which is especially appealing during warmer weather. Additionally, boxers are available in various prints, colors, and styles, appealing to consumers who value both comfort and personal expression. Market trends indicate a resurgence in the popularity of traditional boxers as many brands are revamping their designs to appeal to contemporary tastes. Many consumers appreciate the nostalgic value associated with boxers, as they often evoke a sense of casual comfort and ease. Furthermore, innovations in fabric technology have led to the introduction of boxers made from performance fabrics, which offer moisture-wicking properties and enhanced durability, catering to the needs of the modern consumer.

Briefs:

Briefs are a classic style of men's underwear known for their snug fit and excellent support. This design is particularly favored for its minimal coverage, providing freedom of movement and comfort, which is essential for daily wear under various types of clothing. The rise in popularity of tailored clothing has led to an increased preference for briefs, as they offer a seamless fit without the bulk of excess fabric. Additionally, briefs are often made from materials that provide elasticity and breathability, ensuring comfort throughout the day. The market for briefs is also being driven by the introduction of innovative designs that promote comfort and functionality, such as those with no-chafe seams and enhanced moisture control. Overall, while briefs may not be as trendy as other styles, their consistent demand demonstrates their importance in the menÔÇÖs underwear market.

Trunks:

Trunks are a hybrid style of men's underwear that combines the features of briefs and boxer briefs. With their shorter leg length and snug fit, trunks offer a contemporary and stylish option for men looking for comfort without sacrificing support. This style is particularly appealing to younger consumers who appreciate its modern silhouette and versatility. Trunks are often made from soft, stretchable fabrics that enhance comfort and movement, making them ideal for both daily wear and athletic activities. Their popularity is also bolstered by their suitability for wear under various types of clothing, including slim-fit pants and shorts, which aligns with current fashion trends. As a result, the trunks segment is experiencing steady growth, particularly among fashion-conscious men seeking a functional yet stylish solution.

Thongs:

Thongs, while niche, have carved out a dedicated segment within the menÔÇÖs underwear market. This style is primarily chosen by individuals who prioritize minimalism and maximum comfort, particularly during warm weather or while engaging in physical activities. Thongs are designed to eliminate visible panty lines, making them a popular choice under tight-fitting clothing. The materials used in thongs often include blends that provide stretch and support without compromising on comfort. Additionally, the growing acceptance of diverse body types and personal expression in fashion has led to an increase in the availability of men's thongs in various colors, materials, and designs. As societal norms around men's fashion continue to evolve, the thong segment is expected to see a gradual increase in popularity, appealing to a specific demographic of adventurous consumers.

By Distribution Channel

Online Stores:

Online stores have become the dominant distribution channel in the men's underwear market, offering consumers convenience, variety, and competitive pricing. The rapid growth of e-commerce platforms has revolutionized the way men shop for underwear, allowing them to browse a vast selection of brands and styles from the comfort of their homes. Many online retailers also provide detailed product descriptions, customer reviews, and size guides to help consumers make informed choices. Additionally, promotional offers and discounts available online often attract price-sensitive consumers, further driving sales in this segment. The ability to shop discreetly is another significant advantage for consumers, particularly for those purchasing intimate apparel. Overall, the online channel is expected to continue its upward trajectory as more consumers embrace digital shopping for their underwear needs.

Department Stores:

Department stores have long been a traditional retail channel for menÔÇÖs underwear, providing consumers with the opportunity to physically browse products before purchasing. These stores often carry a curated selection of various brands, allowing consumers to compare styles, sizes, and prices in one location. The in-store experience also allows customers to feel the materials and assess the quality of the products directly. Additionally, department stores frequently host promotions and sales events that can drive foot traffic and boost sales. While the rise of online shopping has impacted foot traffic in department stores, many retailers are adapting by enhancing their in-store experiences and integrating omnichannel strategies that combine both physical and digital shopping experiences. This adaptability ensures that department stores remain a relevant and significant player in the menÔÇÖs underwear market.

Specialty Stores:

Specialty stores focused on menÔÇÖs apparel, including underwear, provide a unique shopping experience tailored to discerning consumers. These stores often carry a wide range of high-quality and niche brands that may not be available in larger retail outlets. The personalized service offered in specialty stores allows for expert guidance and recommendations, creating a shopping experience that appeals to consumers looking for specific styles or materials. Furthermore, these stores often curate their selections based on current trends and customer preferences, ensuring that the products resonate with their target audience. With a growing emphasis on brand loyalty and unique offerings, specialty stores are positioned to capture a segment of consumers who prioritize quality and exclusivity in their underwear purchases.

Supermarkets/Hypermarkets:

Supermarkets and hypermarkets serve as convenient one-stop shopping destinations for a range of consumer goods, including menÔÇÖs underwear. The accessibility of these retail outlets allows customers to purchase underwear alongside their everyday grocery shopping, saving time and effort. While the selection may not be as extensive as that found in specialty stores or online, supermarkets often carry popular brands and essential styles that cater to the average consumer's needs. Promotions, discounts, and bundled offers are common in these stores, making them an attractive option for budget-conscious shoppers. As consumers increasingly seek convenience in their shopping experiences, supermarkets and hypermarkets will continue to play a vital role in the distribution of menÔÇÖs underwear.

Others:

This category includes a variety of alternative retail channels, such as street vendors, pop-up shops, and direct-to-consumer brands. These channels often cater to specific audiences or niche markets, providing unique offerings that may not be available through traditional retail outlets. Street vendors can offer affordable options in urban areas, while pop-up shops often feature limited-edition collections from emerging designers, attracting fashion-forward consumers. Direct-to-consumer brands often leverage social media and influencer partnerships to reach their target market directly, bypassing traditional retail channels. These alternative distribution methods are becoming increasingly important as they provide consumers with diverse shopping experiences and the opportunity to discover new and innovative products that align with their preferences.

By Material Type

Cotton:

Cotton remains the most popular material choice for menÔÇÖs underwear due to its natural comfort, breathability, and softness. It is an ideal fabric for daily wear, as it absorbs moisture and allows for airflow, keeping the wearer cool and comfortable. Additionally, cotton is hypoallergenic, making it suitable for those with sensitive skin. The versatility of cotton blends makes this material suitable for various underwear styles, from briefs to boxers. The growing demand for organic cotton is also influencing the market, as consumers increasingly prioritize sustainability and ethical sourcing in their purchasing decisions. As a result, brands are investing in cotton-based underwear lines that emphasize quality and environmental responsibility, ensuring that cotton remains a dominant choice in the market.

Nylon:

Nylon is recognized for its durability, elasticity, and moisture-wicking properties, making it a popular material for performance-oriented men's underwear. This synthetic fabric provides a snug fit while maintaining breathability, which is essential for active individuals. Nylon underwear often features added benefits such as quick-drying capabilities, which are advantageous for sports or travel. As more consumers embrace active lifestyles and seek functional apparel, the demand for nylon underwear is on the rise. Additionally, advancements in fabric technology have led to the development of softer, more comfortable nylon blends, further enhancing their appeal. Brands are increasingly incorporating nylon into their product lines, providing a balance of comfort, style, and performance for modern consumers.

Silk:

Silk is a luxurious material that is often associated with premium menÔÇÖs underwear. Its natural sheen and soft texture provide a level of comfort that is unmatched by many other fabrics. Silk underwear is lightweight and breathable, making it ideal for warm climates or special occasions. The natural temperature-regulating properties of silk ensure that it keeps the wearer comfortable regardless of the weather. Additionally, silk's hypoallergenic qualities make it a preferred choice for individuals with sensitive skin or allergies. Although silk underwear typically falls within the higher price range, its appeal lies in the indulgent experience it offers. As a result, the silk segment of the menÔÇÖs underwear market is witnessing steady growth as consumers increasingly seek premium options that combine comfort with style.

Modal:

Modal is a semi-synthetic fabric made from beech tree pulp that has gained popularity in the menÔÇÖs underwear market for its exceptional softness and drape. Modal offers a luxurious feel against the skin and exhibits excellent moisture-wicking properties, which enhance comfort during wear. This fabric is also known for its durability and resistance to shrinking and fading, making it a practical choice for everyday underwear. As an eco-friendly option, modal is produced using sustainable practices, appealing to environmentally conscious consumers. Brands are increasingly incorporating modal into their product lines, often blending it with other materials to enhance performance and comfort. The growing interest in sustainable and high-quality fabrics is expected to drive the demand for modal underwear in the coming years.

Polyester:

Polyester is a synthetic material renowned for its strength, durability, and moisture-wicking capabilities, making it an ideal choice for performance underwear. This fabric is particularly popular among active individuals, as it offers excellent support and comfort during physical activities. Polyester underwear typically dries quickly and retains its shape, making it suitable for sports and travel. Additionally, advancements in fabric technology have led to the development of softer, more breathable polyester blends that enhance comfort without sacrificing performance. The demand for polyester underwear is on the rise as more consumers prioritize functionality and versatility in their purchases. Brands are continuously innovating to create polyester-based underwear that meets the evolving needs of modern consumers while maintaining style and comfort.

By Price Range

Low-End:

The low-end price range of men's underwear caters to budget-conscious consumers seeking essential styles at affordable prices. This segment typically includes basic designs, such as cotton briefs and boxers, which are sold in multipacks to enhance value for money. Retailers often offer promotional deals and discounts on low-end underwear to attract price-sensitive shoppers. The low-end market is characterized by high competition, with numerous brands vying for consumer attention through aggressive pricing strategies and promotions. Despite the lower price point, quality is still a consideration for consumers, leading many brands to focus on providing good value without compromising on comfort or durability. As a result, the low-end segment continues to thrive, driven by a steady demand for affordable underwear options.

Mid-Range:

The mid-range price segment of men's underwear appeals to consumers seeking a balance between quality and affordability. This category typically includes a wider variety of styles, materials, and designs, offering consumers more options without significantly straining their budgets. Mid-range brands often emphasize comfort, durability, and style, making them an attractive choice for consumers who want to invest in higher-quality underwear without venturing into the premium price range. Marketing strategies in this segment often focus on brand identity and consumer loyalty, with many brands offering unique designs, innovative fabrics, and collaborative collections to differentiate themselves. As consumer preferences continue to evolve, the mid-range segment is expected to grow as more individuals seek stylish and comfortable underwear options.

Premium:

Premium men's underwear has gained traction among consumers willing to spend more for enhanced quality, comfort, and style. This segment includes brands that focus on innovative materials, advanced technology, and unique designs to cater to discerning customers. Premium underwear often features high-performance fabrics such as modal, bamboo, and organic cotton, which provide superior comfort and durability. The premium market is also characterized by stylish packaging and branding that appeals to fashion-conscious consumers. As the emphasis on personal grooming and style continues to rise, the demand for premium underwear is expected to grow steadily. Brands within this segment often utilize social media and influencer marketing to reach their target audience, further enhancing their visibility and appeal.

Luxury:

Luxury men's underwear represents the pinnacle of comfort, style, and exclusivity within the market. This segment typically includes high-end brands that offer meticulously crafted underwear made from the finest materials, such as silk and high-quality cotton. Luxury underwear often features unique designs, limited editions, and personalized options that cater to affluent consumers seeking a distinctive shopping experience. The growth of the luxury segment is driven by a rising interest in self-care and personal expression among consumers, leading them to invest in high-quality, luxury items. Additionally, luxury brands often focus on sustainability and ethical production practices, appealing to conscious consumers who value both quality and responsibility. As a result, the luxury segment is expected to continue flourishing as more individuals prioritize premium products in their underwear choices.

Super Luxury:

The super luxury segment of men's underwear is characterized by exclusive offerings that cater to a niche market of affluent consumers. This segment includes internationally recognized brands that create limited-edition collections using the finest materials and craftsmanship. Super luxury underwear often features intricate designs, bespoke options, and exceptional attention to detail, appealing to consumers seeking unique and sophisticated products. The demand for super luxury underwear is driven by a growing trend towards personalized luxury, where consumers are willing to invest in premium items that reflect their individual tastes and status. Brands in this segment often capitalize on exclusivity and branding, utilizing celebrity endorsements and high-profile marketing campaigns to enhance their appeal. As more consumers seek to indulge in luxury experiences, the super luxury segment is poised for continued growth.

By Region

North America holds a significant share of the global menÔÇÖs underwear market, accounting for approximately 35% of total sales. This region benefits from a strong retail environment and a diverse consumer base that values quality and brand reputation. The demand for menÔÇÖs underwear in North America is driven by a growing trend towards personal grooming and fashion, with consumers increasingly seeking stylish and functional products. The region is projected to experience a CAGR of around 4.5% during the forecast period as brands continue to innovate and expand their product offerings. In contrast, Europe is also a major player in the menÔÇÖs underwear market, accounting for approximately 30% of total sales, fueled by a strong emphasis on fashion and personal care among European consumers. The increasing popularity of e-commerce and online shopping options is further driving market growth in this region.

In the Asia Pacific region, the menÔÇÖs underwear market is witnessing rapid growth, driven by rising disposable incomes and changing consumer lifestyles. This market is expected to reach a value of around USD 10 billion by 2035, growing at a CAGR of 6% during the forecast period. The increasing awareness of personal grooming, coupled with the growing influence of Western fashion trends, is prompting consumers in this region to invest in quality underwear. Additionally, Latin America and the Middle East & Africa are emerging markets with significant growth potential, characterized by a rise in brand awareness and the growing preference for stylish and comfortable underwear options. As these regions continue to develop economically, their demand for menÔÇÖs underwear is expected to grow, contributing to the overall expansion of the global market.

Opportunities

The men's underwear market is poised for significant opportunities in the coming years, particularly in the realm of e-commerce. As online shopping continues to gain traction among consumers, brands that establish a strong online presence and leverage digital marketing strategies will be able to reach a larger audience. The convenience of shopping from home, paired with the ability to access a wider range of products and price points, presents a unique opportunity for growth. Furthermore, as consumers increasingly seek personalized shopping experiences, brands that offer customizable underwear options or subscription services can capitalize on this trend. The integration of technology in retail, such as virtual fitting rooms and augmented reality, will enhance the online shopping experience, attracting tech-savvy consumers and driving sales growth in the sector.

Another significant opportunity lies in the growing demand for sustainable and eco-friendly products. As consumers become more environmentally conscious, there is an increasing interest in underwear made from organic, recycled, or biodegradable materials. Brands that prioritize sustainability in their product offerings and production processes will resonate with consumers seeking to make ethical choices. Additionally, the focus on health and wellness is creating opportunities for innovation in fabric technology, such as moisture-wicking, antimicrobial, and temperature-regulating properties. As the market shifts towards more health-conscious options, companies that invest in research and development to create functional and high-performance underwear will be well-positioned to meet consumer demands and expand their market share.

Threats

Despite the promising growth prospects of the men's underwear market, several threats could impact its development. Increasing competition from a growing number of brands and retailers can lead to price wars and margin compression, particularly in the low and mid-range segments. With many consumers prioritizing price over brand loyalty, established brands may find it challenging to maintain their market share against emerging players offering competitive pricing. Additionally, the rapid pace of fashion trends can create pressure on brands to constantly innovate and refresh their product lines, which may strain resources and increase operational costs. Moreover, the reliance on e-commerce platforms for sales introduces vulnerabilities, particularly in times of economic downturns or disruptions in logistics and supply chains, which can hinder product availability and consumer access.

Another challenge facing the men's underwear market is the fluctuating costs of raw materials. As the prices of cotton, polyester, and other fabrics continue to be influenced by global supply chain dynamics, brands may find it difficult to maintain consistent pricing for their products. This uncertainty can lead to challenges in pricing strategies, impacting profitability and consumer buying behavior. Furthermore, the ongoing shifts in consumer preferences towards sustainability may require brands to invest heavily in eco-friendly practices, which could further strain financial resources. Navigating these threats while capitalizing on growth opportunities will require strategic planning and adaptability from companies within the men's underwear market.

Competitor Outlook

• Calvin Klein
• Hanesbrands Inc.
• Fruit of the Loom
• Bentley Underwear
• Tommy Hilfiger
• Jockey International
• MeUndies
• Under Armour
• Dove Men+Care
• Ralph Lauren
• Superdry
• SAXX Underwear
• Gildan
• American Eagle Outfitters
• Adidas

The competitive landscape of the men's underwear market is characterized by the presence of both well-established brands and emerging players seeking to capture market share through innovation and marketing strategies. Major companies like Calvin Klein and Hanesbrands Inc. dominate the market, leveraging their extensive distribution networks, strong brand identities, and diversified product portfolios. These established players often invest significantly in marketing campaigns, celebrity endorsements, and collaborations to enhance their visibility and appeal to a broad consumer base. On the other hand, newer brands like MeUndies and SAXX Underwear are gaining traction by offering unique selling propositions, such as subscription models and innovative designs tailored to contemporary lifestyles. These disruptors are reshaping the competitive landscape by targeting specific demographics and emphasizing comfort and functionality.

Calvin Klein, known for its iconic designs and fashion-forward approach, continues to be a leader in the premium segment of the men's underwear market. The brand emphasizes quality materials and contemporary styles, appealing to a fashion-conscious audience. Their marketing strategies often highlight a lifestyle-oriented approach, positioning their underwear as not just a necessity but also a fashion statement. Additionally, the brand's commitment to sustainability has led to the introduction of eco-friendly lines, aligning with current consumer values and further enhancing their brand reputation.

On the other hand, Hanesbrands Inc. focuses on affordability and everyday comfort, offering a diverse range of products that cater to various consumer needs. With a strong emphasis on functionality, their underwear features moisture-wicking