Women's Underwear Market Outlook

The global women's underwear market is projected to reach approximately USD 45 billion by 2035, growing at a compound annual growth rate (CAGR) of around 6% from 2025 to 2035. This growth can be attributed to several factors, including the rising disposable incomes of women globally, which allows them to invest in high-quality and fashionable underwear. Additionally, the increasing awareness regarding personal hygiene and comfort, coupled with the growing demand for stylish and diverse designs among the younger generations, is driving the expansion of this market. The influence of social media and celebrity endorsements in promoting new trends has also amplified consumer interest, leading to a more significant variety of options available in the market. Furthermore, the shift towards online shopping, particularly post-pandemic, has made it easier for consumers to access a wide range of products and brands, contributing to overall market growth.

Growth Factor of the Market

The women's underwear market is experiencing substantial growth driven by demographic shifts, evolving consumer preferences, and innovations in fabric technology. The increasing participation of women in the workforce is leading to higher disposable income levels, thereby facilitating the purchase of premium and diverse underwear options. Furthermore, the trends toward inclusivity and body positivity are encouraging brands to expand their product lines to cater to a broader audience, including various sizes and styles that reflect cultural diversity. The ongoing innovations in fabric technologies, resulting in greater comfort and functionality, are also appealing to consumers who prioritize practicality along with style. The emphasis on sustainability and eco-friendly materials has become increasingly prominent, with brands beginning to incorporate organic and recycled fabrics into their offerings, aligning their practices with the values of environmentally conscious consumers. This combination of economic, social, and technological factors is fueling the growth of the women's underwear market significantly.

Key Highlights of the Market

• The global women's underwear market is anticipated to reach USD 45 billion by 2035.
• Growth is driven by rising disposable incomes and changing consumer preferences.
• Innovations in fabric technology are enhancing comfort and functionality.
• Sustainability trends are influencing the production of eco-friendly underwear options.
• The shift toward online retailing is revolutionizing consumer purchasing behaviors.

By Product Type

Briefs:

Briefs remain a staple in the women's underwear market due to their comfort and practicality. This segment is designed to provide full coverage, making them a popular choice for everyday wear. Available in a variety of styles, including high-waisted, low-rise, and seamless options, briefs cater to diverse preferences among women. They often feature cotton and breathable materials that enhance comfort, especially when worn for extended periods. The continuous innovation in briefs, such as moisture-wicking and odor-resistant technologies, has further solidified their appeal. Moreover, the versatility of briefs allows them to be worn under various clothing styles, making them a wardrobe essential for many women globally.

Panties:

Panties are a highly sought-after product type in the women's underwear market, known for their variety of designs and styles that cater to different occasions and preferences. From bikini cuts to hipsters, the selection allows women to express their individuality while ensuring comfort. The rise of fashion-forward brands has also led to an increase in the use of trendy patterns, colors, and embellishments that appeal to younger consumers. Panties are often made from soft, stretchy materials that provide a flattering fit without compromising on comfort. The market for panties continues to evolve with the introduction of smart fabrics that offer enhanced breathability and adaptability, making them suitable for various body types and lifestyles.

Thongs:

The thong segment has witnessed significant popularity, particularly among younger women, due to their minimal coverage and the fashionable appeal they offer. Thongs are favored for their ability to remain invisible under fitted clothing, making them a preferable choice for many fashion-conscious consumers. Many brands are now offering thongs in diverse styles, including lace, microfiber, and cotton, allowing for both comfort and aesthetic appeal. The versatility of thongs also extends to various occasions, such as everyday wear and special events, further broadening their market reach. The rising trend of body positivity and self-expression has encouraged many brands to introduce inclusive sizing options within their thong offerings, ensuring that this style is accessible to a wider demographic.

Boyshorts:

Boyshorts have emerged as a popular choice for women seeking comfort combined with a modern aesthetic. This style offers full coverage while still being stylish and flattering, making them ideal for lounging and everyday wear. Often made from soft materials such as cotton and modal, boyshorts are designed to fit snugly without riding up, providing a practical solution for women with active lifestyles. The increasing demand for comfortable and functional underwear has propelled the popularity of boyshorts. Additionally, the introduction of various designs and patterns has attracted younger consumers looking to combine functionality with fashion. As a result, boyshorts have carved out a significant niche in the women's underwear market.

Bikinis:

Bikinis represent a vibrant segment in the women's underwear market, known for their stylish cuts and the balance they provide between coverage and sexiness. Bikinis cater to a broad audience, appealing to women of all ages who appreciate both comfort and flair in their underwear choices. The diverse range of designs, from high-cut to low-rise, allows for personalization in style while ensuring that women feel confident and fashionable. The bikini segment has also seen the incorporation of varied fabrics and embellishments, ranging from lace trims to vibrant colors, which enhances their visual appeal. As trends evolve, many brands are focusing on creating bikinis that not only look good but also offer moisture-wicking and breathable properties, responding to the needs of active consumers.

By Application

Everyday Wear:

The everyday wear segment dominates the women's underwear market, as comfort and practicality are paramount for most consumers. This category includes various styles that cater to women's daily activities, ensuring they feel comfortable throughout the day. Brands are continuously innovating to enhance the functionality of their everyday wear options, focusing on breathable fabrics and seamless designs that minimize irritation. The increasing demand for versatile designs that can transition from work to leisure is driving market growth in this segment. As women prioritize comfort in their daily attire, the everyday wear category is likely to continue thriving, with brands introducing more ergonomic designs and supportive features.

Special Occasions:

Special occasions drive another significant segment within the women's underwear market, as many women seek unique and stylish options for events such as weddings, parties, and romantic evenings. This category typically includes more luxurious designs, often featuring intricate lace, delicate embellishments, and form-fitting silhouettes that enhance a woman's figure. Brands are leveraging this demand by creating exclusive collections that offer statement pieces, expanding their offerings to include matching sets and coordinated lingerie options. The focus on aesthetics and elegance in this segment has led to a surge in the availability of fashionable options that resonate with consumers looking to make a lasting impression during special events.

Sports & Fitness:

The sports and fitness application of women's underwear has gained traction as more women engage in active lifestyles. This segment focuses on providing support and comfort during physical activities, including workouts, running, and yoga. The demand for moisture-wicking, breathable materials that prevent chafing and ensure a comfortable fit has led to the development of specialized performance underwear. Brands are increasingly investing in research and development to create technologically advanced products that cater to the needs of active consumers. The growing awareness of health and fitness trends has propelled the sports and fitness segment, with women seeking functional yet stylish options that offer optimal support during workouts.

Maternity:

The maternity segment has become increasingly important in the women's underwear market, as it addresses the specific needs of expectant mothers. Maternity underwear emphasizes comfort and support, featuring designs that accommodate a growing belly without compromising on style. Brands are focusing on creating soft, stretchable fabrics that ensure comfort throughout pregnancy while providing necessary support. Additionally, many brands are offering postpartum options to cater to women's needs after childbirth. The growing recognition of the importance of comfort during pregnancy and post-delivery recovery has stimulated demand in this segment, encouraging brands to innovate and expand their product lines.

Shapewear:

Shapewear has carved a niche within the women's underwear market, appealing to consumers seeking support and enhancement for their body silhouettes. This category includes various styles designed to smooth and shape specific areas, providing confidence to women in their daily lives and special occasions. The demand for shapewear has surged, with many brands now offering products designed with advanced compression technology and soft materials that prioritize comfort. The increasing popularity of body positivity has also led to a broader acceptance of shapewear, as consumers seek products that enhance their natural curves. As innovation continues in this space, the shapewear segment is likely to remain a key player in the women's underwear market.

By Distribution Channel

Online Retailers:

Online retailers have dramatically transformed the way consumers shop for women's underwear, facilitating convenience and a wider selection of products. The rise of e-commerce platforms allows consumers to browse various brands and styles without the time constraints of traditional shopping methods. Additionally, online shopping offers the advantage of discreet purchases, which many women appreciate when buying intimate apparel. The growing trend of subscription services for underwear has also emerged, allowing consumers to receive curated selections tailored to their preferences regularly. This shift towards online shopping is expected to continue as brands enhance their digital presence and invest in user-friendly platforms that make shopping a seamless experience.

Department Stores:

Department stores have historically been a primary distribution channel for women's underwear, offering a wide range of brands and styles under one roof. These stores allow consumers to experience the products in person, providing an opportunity to assess comfort and fit before making a purchase. The ability to try on different types and styles has remained a significant advantage for department stores. Additionally, many department stores are enhancing their lingerie sections, offering exclusive collections and personalized fitting services to attract consumers. However, the rise of online shopping has posed challenges to department stores, compelling them to adapt their strategies to maintain relevance in a rapidly changing retail environment.

Specialty Stores:

Specialty stores play a vital role in the women's underwear market by offering curated selections and personalized services. These stores often focus on specific segments of the market, such as luxury lingerie or eco-friendly options, catering to niche consumer preferences. The intimate shopping environment of specialty stores allows for personalized fittings and expert advice, enhancing the overall shopping experience. Additionally, many specialty stores prioritize sourcing high-quality materials and unique designs, which can be appealing to consumers seeking distinctive underwear options. As competition increases, specialty stores are leveraging their expertise to build brand loyalty and attract consumers who value personalized service and unique offerings.

Supermarkets/Hypermarkets:

Supermarkets and hypermarkets provide a convenient shopping experience for consumers looking to purchase women's underwear alongside their everyday essentials. This distribution channel appeals to cost-conscious shoppers, as these stores often offer competitive pricing and promotions on various products. The accessibility of supermarkets ensures that consumers can quickly grab necessary items without making a separate trip to specialty or department stores. However, the selection may be limited compared to dedicated lingerie retailers, as supermarkets typically focus on basic styles. Despite this limitation, the convenience factor remains a significant advantage, driving sales within this channel.

Others:

The "Others" category encompasses various distribution channels, including catalog sales, pop-up shops, and direct sales through brand-owned boutiques. This segment reflects the diverse ways consumers can access women's underwear products, catering to varied shopping preferences. For instance, catalog sales enable consumers to browse products from the comfort of their homes, while pop-up shops create unique shopping experiences that may attract attention in high-traffic areas. Direct sales through brand boutiques allow companies to establish a closer connection with consumers, offering personalized service and exclusive collections. The emergence of new distribution channels highlights the evolving landscape of the women's underwear market, driven by changing consumer behaviors and preferences.

By Material Type

Cotton:

Cotton is one of the most widely used materials in the women's underwear market, primarily due to its comfort, breathability, and hypoallergenic properties. Cotton underwear is favored for everyday wear as it provides a soft feel against the skin and allows for ample airflow, minimizing discomfort throughout the day. Brands are increasingly focusing on organic cotton options, catering to environmentally conscious consumers seeking sustainable products. The versatility of cotton also allows for various styles, including briefs, panties, and boyshorts, ensuring that women can find options that suit their individual preferences. As consumer awareness of fabric quality increases, the demand for cotton underwear remains strong in the market.

Silk:

Silk is a luxurious material that appeals to consumers looking for elegance and comfort in their underwear choices. Silk underwear is often associated with special occasions and intimate wear, as it provides a smooth, soft texture that feels exquisite against the skin. The natural properties of silk, including its moisture-wicking and temperature-regulating abilities, make it an attractive option for consumers seeking comfort and sophistication. Brands are increasingly offering silk options in various styles, from bras to panties, ensuring a complete range of luxurious underwear. Although silk products generally come at a higher price point, their exclusivity and appeal maintain a steady demand in the market.

Lace:

Lace is frequently used in women's underwear to add a touch of romance and femininity. This delicate material is often incorporated into designs for special occasions, making it a popular choice for lingerie collections. Lace details can elevate the aesthetic appeal of various styles, including bras, panties, and shapewear. The intricate patterns and textures of lace contribute to a feeling of luxury and sophistication, making lace underwear a preferred option for many women. While lace can sometimes come with concerns about comfort, advancements in manufacturing techniques have allowed brands to create lace products that prioritize both style and wearability, ensuring that women can enjoy both beauty and comfort.

Microfiber:

Microfiber has gained significant popularity in the women's underwear market due to its softness, durability, and ability to wick moisture. This synthetic material is often used to create seamless underwear that provides a smooth silhouette under clothing. Microfiber underwear is designed to be lightweight and comfortable, making it ideal for everyday wear and active lifestyles. Additionally, the fabric is often resistant to shrinking and fading, ensuring that products maintain their quality over time. As brands seek to appeal to a broader audience, the versatility of microfiber has led to its incorporation into various styles, including bras, panties, and shapewear, catering to diverse consumer preferences.

Modal:

Modal is a semi-synthetic fabric made from beech tree pulp, known for its softness and breathability. This material has surged in popularity within the women's underwear market due to its luxurious feel and excellent moisture-wicking properties. Modal underwear is often favored for everyday wear, as it provides a comfortable fit that moves with the body. Additionally, modal is environmentally friendly, aligning with the growing consumer demand for sustainable materials. Brands are increasingly utilizing modal in various styles, from everyday briefs to high-fashion lingerie, ensuring that consumers can find comfortable and stylish options. The trend toward sustainable fashion is likely to further drive the demand for modal underwear in the coming years.

By Region

The women's underwear market exhibits diverse growth patterns across different regions, showcasing varying consumer preferences and economic conditions. In North America, the market is projected to grow steadily, reaching an estimated value of USD 15 billion by 2035, fueled by increasing disposable incomes and changing fashion trends. The U.S. accounts for a significant share of this market, driven by consumer interest in premium and luxury lingerie brands that emphasize quality and sustainability. In contrast, Europe represents a robust market with a projected CAGR of around 5.5%, particularly in countries like Germany and the United Kingdom, where brands are increasingly focusing on inclusivity and body positivity in their offerings.

In Asia Pacific, the women's underwear market is expanding rapidly, expected to reach approximately USD 12 billion by 2035, as rising urbanization and changing lifestyles contribute to increased demand for fashionable and functional underwear. Countries such as China and India are witnessing significant growth due to their expanding middle class and growing awareness of personal hygiene. Conversely, the Latin America and Middle East & Africa regions are projected to experience moderate growth, with respective market sizes expected to reach USD 6 billion and USD 4 billion by 2035. Factors such as cultural considerations and economic variations play crucial roles in shaping the demand for women's underwear in these regions, necessitating tailored marketing strategies from brands.

Opportunities

The women's underwear market is ripe with opportunities, particularly as consumer preferences continue to evolve towards comfort, inclusivity, and sustainability. Brands that focus on developing innovative materials that offer enhanced comfort, breathability, and fit are likely to attract a wider audience. With the growing trend of body positivity, there is an increasing demand for brands to offer a diverse range of sizes and styles that cater to women of all shapes and sizes. This focus on inclusivity not only enhances customer loyalty but also positions brands as leaders in social responsibility. Furthermore, the rise of eco-conscious consumers presents a significant opportunity for brands to innovate by incorporating sustainable practices and materials into their manufacturing processes, appealing to a growing segment of socially responsible shoppers.

Moreover, the digital transformation of the retail landscape offers significant opportunities for brands to reach consumers effectively. The shift towards online shopping has opened new avenues for marketing and consumer engagement, allowing brands to leverage social media and influencer partnerships to promote their products. As consumers increasingly seek convenience and personalized shopping experiences, brands that invest in enhancing their online presence and utilizing data analytics to understand consumer behavior will likely gain a competitive advantage. Expanding into emerging markets, particularly in Asia Pacific and Latin America, also presents promising opportunities for growth as these regions experience rising disposable incomes and changing consumer attitudes toward personal care and fashion.

Threats

The women's underwear market faces several threats that could hinder its growth and profitability. One of the primary challenges is the intense competition among brands, which can lead to price wars and reduced profit margins. With countless options available to consumers, brands must continuously innovate and differentiate themselves to maintain market share. Additionally, the increasing prevalence of fast fashion can pose a threat, as consumers may prioritize lower-cost options over quality and sustainability, putting pressure on brands committed to ethical practices. Moreover, economic fluctuations and uncertainties can impact consumer spending, leading to reduced sales in the women's underwear segment. Brands need to remain vigilant and adaptable to navigate these challenges effectively.

Another significant threat to the women's underwear market is the potential for changing regulations and standards related to product safety and sustainability. As consumers become more aware of environmental issues, brands face increasing pressure to adopt sustainable practices. Failure to comply with these expectations can result in reputational damage and loss of consumer trust. Additionally, the ongoing global challenges, such as supply chain disruptions and political instability, could impact the availability of raw materials and production capabilities, further complicating the market landscape. Brands need to invest in robust supply chain management and stay ahead of regulatory changes to mitigate these potential threats effectively.

Competitor Outlook

• Bra & Panty Co.
• Victoria's Secret
• Hanky Panky
• Calvin Klein
• H&M
• La Perla
• Aerie
• ThirdLove
• Lively
• Chantelle
• Commando
• Natori
• Cosabella
• Playtex
• Olga

The competitive landscape of the women's underwear market is characterized by a blend of established brands and emerging players, each vying for consumer attention through innovative products and marketing strategies. Major players like Victoria's Secret and Calvin Klein continue to dominate the market, leveraging their strong brand presence and extensive distribution networks to reach a global audience. These brands have successfully positioned themselves as leaders in style and luxury, maintaining a loyal customer base. However, they also face increasing competition from niche brands like ThirdLove and Lively, which focus on inclusivity, comfort, and body positivity. These emerging players are successfully capturing the attention of younger consumers who prioritize ethical practices and diverse sizing options.

Additionally, the rise of e-commerce has intensified competition in the women's underwear market, with many brands investing heavily in digital marketing strategies to enhance their online presence. Brands are increasingly utilizing social media platforms, influencer partnerships, and targeted advertising to connect with consumers more effectively. This shift has allowed smaller and niche brands to carve out significant market share by focusing on specific consumer needs and preferences. As a result, the competitive landscape is continually evolving, with brands needing to adapt quickly to changing consumer expectations and market trends to remain relevant.

Some of the key players, such as La Perla and Hanky Panky, are known for their high-quality, luxury offerings that appeal to discerning customers looking for exclusivity and elegance. La Perla, in particular, has built a reputation for its exquisite craftsmanship and luxurious materials, catering to an upscale market segment. On the other hand, Aerie has gained popularity for its body-positive marketing campaigns and affordable pricing, resonating well with younger consumers. The combination of established luxury brands and innovative up-and-coming players is shaping the competitive dynamics of the women's underwear market, making it a vibrant and highly competitive industry.