Lingerie Market Size, Share & Industry Analysis, By Type (Bras, Knickers/Panties, and Others), By Material (Cotton, Nylon, Silk, Satin, and Others), By Distribution Channel (Specialty Stores, Online Stores, and Hypermarkets/Supermarkets), and Regional Forecast, 2025-2032

The global lingerie market size was valued at USD 44.92 billion in 2024. The market is projected to grow from USD 48.59 billion in 2025 to USD 87.35 billion by 2032, exhibiting a CAGR of 8.67% over the forecast period. Asia Pacific dominated the lingerie market with a market share of 32.35% in 2024.

Lingerie refers to undergarments, including bras, shapewear, knickers, and camisoles. These products are available in various materials, colors, features, and designs across various countries. Factors such as the rising women's workforce, changing fashion trends, social media influence, and celebrity endorsements are driving the growth of the market. Various prominent players operating in the market include PVH Corp., MAS Holdings, Triumph Intertrade AG., HanesBrands Inc., and Jockey International, Inc.

Global Lingerie Industry Landscape Overview

Market Size & Forecast:

• 2024 Market Size: USD 44.92 billion
• 2025 Market Size: USD 48.59 billion
• 2032 Forecast Market Size: USD 87.35 billion
• CAGR: 8.67% from 2025–2032

Market Share:

• Asia Pacific dominated the lingerie market with a 32.35% share in 2024, driven by a large female population, rising disposable income, and rapid e-commerce growth in India and China.
• By type, bras led the market in 2024 due to their essential support and variety (e.g., sports bras, nursing bras). Cotton remained the dominant material, valued for comfort, durability, and affordability.
• Specialty stores remained the leading distribution channel, but online stores are expected to grow fastest due to home delivery and discounts.

Key Country Highlights:

• China & India: High female population and increasing urban employment drive strong demand for comfortable and fashionable undergarments.
• United States: High women workforce participation and demand for multipurpose and stylish lingerie fuels growth.
• Germany, U.K., France: Sustainable lingerie and fast fashion trends boost sales; regional brands focus on eco-friendly fabrics and innovative styles.
• Brazil & South America: Fashion adoption and beach culture increase demand for products like bikinis and bralettes.
• UAE & MEA: Growing awareness and expansion of premium brands (e.g., La Vie en Rose) are increasing regional sales.

MARKET DYNAMICS

Market Drivers

Rapidly Growing Fashion Industry and Women Workforce to Boost Product Demand

Lingerie serves as essential women's innerwear, providing vital support for movement and comfort. They are available in specific body shapes and sizes for long-term comfort. Numerous fashion-conscious individuals worldwide prefer fashionable underclothing in multiple designs and colors that support the user’s body shape and enhance overall appearance. In this respect, the rapid growth of the global fashion industry and awareness regarding the availability of various kinds of underclothing, such as seamless underwear and strapless bra for outfits such as strapless dresses, skirts, and shorts, boosts product sales. In addition, numerous women working in sectors such as education, sports, and modeling have surged the demand for a diverse range of undergarments, including T-shirt bras, strapless bras, sports bras, shapewear, swimwear, and multipurpose bras.

Increasing Development of the Product in a Wide Range to Support Market Growth

Key companies prioritize the development of underclothing in a diversified range to suit consumer needs, increasing product adoption. Companies such as Victoria's Secret & Co. and MAS Holdings emphasize offering innovative undergarments, including leak-proof panties, lactating bras, and period panties to appeal to more consumers. Moreover, growing awareness regarding the body positively influences the lingerie industry expansion.

The demand for undergarments further extends to a diverse range of colors and designs, encompassing neutral tones, vibrant shades, padded bras, and underwired bras. This broad spectrum of options is designed to cater to dresses for various occasions, ranging from formal gatherings, casual wear, festive celebrations, and other events. In addition, incorporating advanced technologies into production processes will assist manufacturers in enhancing their efficiency and developing better-quality underclothing.

Market Restraints

Fluctuations in Material Prices and High Cost of Luxury Products to Impede Market Growth

Lingerie is developed using various high-quality materials such as cotton, nylon, and silk. Fluctuations in the prices of these raw materials due to multiple social and economic factors, including currency exchange rates, geopolitical events, inflation, and natural disasters, significantly affect the final product cost and profitability of the manufacturer. Furthermore, underclothing offered by luxury and premium brands such as La Perla and Victoria’s Secret affects product sales among middle and lower-income consumers due to high costs. In addition, limited access to technical expertise, including machinery and technology applications, negatively impacts undergarments manufacturing in underdeveloped regions worldwide and impedes lingerie market growth.

LINGERIE MARKET TRENDS

Innovative Styles and Sustainability Trends to Provide Growth Opportunities

Key market players prioritize developing undergarments in innovative styles and designs to appeal to end-users. Lightweight designs, floral prints, bright colors, and sheer & mesh material in underclothing are gaining popularity across several countries. Moreover, styles such as full-coverage bras, demi-cup bras, and hipster panties are highly preferred due to the support and comfort they provide to the user.

In addition, the rapidly growing sustainability trend has led to the development of environmentally friendly undergarments, including recycled polyester bras, biodegradable silk slips, and organic cotton knickers to attract eco-conscious consumers. Increasing social media influence has also prompted numerous undergarments brands, including Cosabella and ThirdLove, to develop official social media pages and leverage marketing strategies to enhance brand visibility.

• Asia Pacific witnessed lingerie market growth from USD 13.32 billion in 2023 to USD 14.53 billion in 2024.

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Impact of COVID-19

Implementation of Safety Measures across Countries Halted Product Sales

The COVID-19 pandemic negatively impacted the global market growth. Safety measures implemented by countries worldwide resulted in a provisional halt in production activities and a shutdown of physical retail shops. These factors declined product availability and hampered market expansion, notably in 2020. Furthermore, the closure of holiday destinations, including beaches, and limitations on public gatherings declined the demand for fashionable underclothing. Nevertheless, product sales escalated in 2021, especially through online retail channels.

SEGMENTATION ANALYSIS

By Type

Availability of Bras in a Diversified Range According to Consumer Needs to Fuel Segmental Expansion

Based on type, the global market is divided into bras, knickers/panties, and others.

The bras segment dominated the market share by 56% in 2024. Bra is considered an essential under clothing item which provides comfort and maintains posture. This product type also prevents shoulder pain and spine problems. Moreover, the availability of the product in a wide range, such as sports bras and nursing bras, according to consumer needs, contributes to the segment’s growth.

The knickers/panties segment holds the second largest market share owing to the increasing use of knickers/panties as a hygiene item and for enhancing comfort. The product is also available in innovative designs, including seamless panties and period panties to appeal to more consumers.

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By Material

Affordability & Comfort of Cotton Underclothing to Drive Segment’s Expansion

Based on material, the market is segmented into cotton, nylon, silk, satin, and others.

The cotton segment will likely hold 37% of the market share in 2025. Cotton is highly preferred for undergarments due to its multiple advantages, such as high absorbency, durability, and softness. In addition, the affordability of cotton underclothing fuels product sales worldwide.

The silk segment holds the second largest market share, backed by the luxurious appeal and comfort of silk underclothing, which makes it a popular choice among end-users. Furthermore, silk is a natural material with a soft texture and moisture-wicking properties, increasing its demand notably among eco-conscious consumers worldwide. The silk segment is projected to record a CAGR of 8.81% during the forecast period.

By Distribution Channel

Increasing Number of Companies Opening Brand Stores to Support Segmental Growth

Based on distribution channel, the global market is categorized into specialty stores, online stores, and hypermarkets/supermarkets.

The specialty stores segment, which includes brand shops and lingerie stores, leads the market. These retail formats offer a broad variety of undergarments in various styles and designs to attract more customers. In addition, several manufacturers prioritize opening their stores at key locations to escalate sales, supporting segmental growth. The specialty stores segment is projected to capture 43% of the market share in 2025. For instance, in January 2024, Triumph International, a Swiss undergarments brand, introduced its 642 sq. ft store in GVK Mall, Hyderabad, India.

The online store segment is expected to grow at the highest CAGR of 10.61% over the forecast period. Promotional discounts and home delivery options are key factors driving consumer inclination toward online shopping. As a result, several brands, such as Zivame and Clovia, provide online underclothing to accelerate product sales.

Lingerie Market Regional Outlook

Geographically, the global market is segmented into North America, Europe, Asia Pacific, South America, and Middle East & Africa.

Asia Pacific

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Asia Pacific dominated the global market in 2024 with USD 14.53 billion, backed by a high female population in India and China, which drives product sales. For instance, according to the National Bureau of Statistics of China, a government agency, in 2022, the country’s population included around 689.69 million females. Furthermore, according to the Press Information Bureau, an Indian government agency, the female population percentage in the country will increase to 48.8% in 2036 from 48.5% in 2011. Growing consumer disposable income and rapid growth of e-commerce platforms throughout the region also support North America market growth. The market in China is expected to reach USD 6.16 billion, whereas Indian market is projecting to gain USD 4.98 billion and Japan is likely to acquire USD 2.19 billion in 2025.

Europe

Europe is expected to hold the second-largest market value of USD 13.42 billion in 2025, exhibiting the second-largest CAGR of 8.78% during the forecast period, benefitted by the growing fashion industry in the region, which fuels the demand for underclothing in various designs and styles. Heightened product demand in the region is also a result of the rapid adoption of fast fashion trends, which include fashionable underclothing. Furthermore, numerous brands, including Hunkemöller, Triumph Intertrade AG, and Marks & Spencer, are actively emphasizing offering a broad variety of undergarments to fulfill consumer requirements. In addition, the presence of several sustainable-conscious consumers throughout the region boosts the adoption of environmentally friendly underclothing, notably in the U.K., France, and Germany. The market in U.K. is projected to reach USD 2.91 billion, whereas France’s market is predicted to acquire USD 2.30 billion and Germany’s market is likely to hit USD 3.60 billion in 2025.

North America

North American market is expected to acquire USD 11.70 billion in 2025, making it the third-largest region globally. Prominent undergarment brands in North America, such as Victoria's Secret, Calvin Klein, and Jockey, prioritize offering products in innovative designs and actively engaging in marketing activities to increase brand awareness. Gen Z and millennials across the region highly demand underclothing, such as strapless bras and padded bras that are suitable for certain dresses. Moreover, well-established retail infrastructure, including brand stores and undergarments shops, is expected to drive regional expansion in the near term.

The U.S. market is estimated to hold USD 7.74 billion in 2025, and is the most prominent in the region, driven by the high participation of women in various professional sectors such as sports, corporate, and teaching, which drives the adoption of comfortable undergarments for everyday use. For instance, according to the U.S. Chamber of Commerce, in February 2020, approximately 59% of the females aged above 20 years in the country participated in the labor force.

South America

South America is projected to be the fourth-largest market with a value of USD 4.30 billion in 2025. The market is expanding supported by factors such as changing lifestyles, increasing adoption of fashion trends, and growing working women population. In addition, key players worldwide emphasize expansion in the South American market to escalate sales. For instance, in March 2019, Victoria’s Secret, a U.S.-based underclothing brand, announced plans to expand in Uruguay, Argentina, and Paraguay. The growing popularity of holiday destinations, including beaches in the region, further accelerates the demand for lingerie products, such as bikinis and bralettes.

Middle East & Africa

The Middle East and African market is projected to grow at a considerable rate over the forthcoming years owing to the increasing awareness regarding the benefits of underclothing, including posture management, comfort, and support. Increasing understanding regarding the suitability of various kinds of undergarments for different outfits, including traditional and modern, further increases the regional lingerie market share. Moreover, in recent years, several underclothing brands worldwide have been expanding their sales network in the region. For instance, in August 2021, Apparel Group, a UAE-based fashion retailer, expanded La Vie en Rose, a Canada-based undergarments brand in the UAE, by introducing a new brand store on the ground floor of Mall of the Emirates, Dubai. The UAE market is projecting to hit USD 0.88 billion in 2025.

COMPETITIVE LANDSCAPE

Key Industry Players:

Key Players Offer Products in Multiple Designs and Expanding Sales Network to Enhance Growth

The global market is highly competitive with several local and international manufacturers prioritizing strengthening their market position by introducing new products in multiple designs, flexible fabrics, and colors, which assists them in increasing product portfolios and attracting more customers. Furthermore, expanding the sales network and offering products through multiple retailers and brand stores will escalate product sales.

Industry participants are also investing in promotional activities and brand endorsements to fuel brand awareness and customer base. In addition, rising sustainability awareness is one of the key lingerie market trends that companies can capitalize on to increase market share. They can develop sustainable undergarments using natural fabrics, including bamboo and cotton, which will attract eco-conscious consumers.

List of Key Lingerie Companies Profiled:

• PVH Corp. (U.S.)
• MAS Holdings (Sri Lanka)
• Triumph Intertrade AG. (Switzerland)
• HanesBrands Inc. (U.S.)
• Jockey International, Inc. (U.S.)
• Affix Apparel (U.S.)
• Appareify (China)
• Bra Factory (India)
• Inspire Intimates (U.K.)
• Steve Apparel (U.S.)

KEY INDUSTRY DEVELOPMENTS:

• August 2024: Wacoal, a Japan-based underclothing brand, unveiled its new collection, Wacoal Basics, which includes cotton bras, push-up bras, and t-shirt bras in the Indian market.
• August 2024: Marks & Spencer, a U.K.-based underclothing retailer, unveiled a new collection of knickers for individuals with stomas. The collection is available across M&S stores and online.
• July 2024: Ann Summers, a U.K.-based undergarments retailer, announced plans to introduce Knickerbox, a U.K.-based online retail platform offering women’s underwear.
• June 2023: Victoria’s Secret, a U.S.-based undergarments company, launched its apparel and undergarments in Amazon Fashion Stores, a U.S.-based apparel retailer.
• May 2022: The CALIDA GROUP, a Switzerland-based premium underwear company, acquired Cosabella, a U.S.-based premium undergarments and loungewear brand.

Investment Analysis and Opportunities

The report provides a comprehensive lingerie market analysis including investment study and opportunities to provide investors and business leaders with actionable insights. The report also highlights potential investment opportunities, including innovations, technology integration, and geographic expansion.

REPORT COVERAGE

The global market report analyzes the market in-depth and highlights crucial aspects such as prominent companies, types, material, and distribution channels analysis. Besides this, the research report also provides regional insights and highlights significant industry developments.

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Report Scope & Segmentation