Underwear Market Size, Share & Industry Analysis, By Gender (Men [Briefs, Boxers, Boxer-Briefs, and Others], Women [Panties, Bras, Lingerie, and Others], Children, and Unisex), By Price Range (Luxury, Mid-range, and Mass/Economy), By Material (Natural, Synthetic, Blends, and Others), By Distribution Channel (Supermarkets/Hypermarkets, Specialty Stores/Brand Stores, Department Stores, Online/E-commerce, and Others), and Regional Forecast, 2025-2032

The global underwear market size was valued at USD 92.30 billion in 2024. The market is projected to grow from USD 96.69 billion in 2025 to USD 127.41 billion by 2032, exhibiting a CAGR of 4.02% during the forecast period.

Wearing underwear provides comfort, support, and hygiene to the users. Consumers prefer breathable and skin-friendly material-based innerwear to reduce skin friction and protect outer clothing from sweat absorption. Advancements in the development of innerwear materials with innovative designs, including organic cotton, bamboo, and recycled fabrics, are favoring market growth globally. For instance, in March 2025, Pompea, an Italian brand, launched its new SS25 underwear collection made of eco-friendly yarn Q-CYCLE by Fulgar.

Key players operating in the market include Shenzhou International, Gildan Activewear, Hanesbrands Inc., Delta Galil, and MAS Holdings. These players launch innovative product portfolios and implement sustainability initiatives to strengthen their market position. 

MARKET DYNAMICS

MARKET DRIVERS

Rising Demand for Innovative Cotton-based Clothing to Drive Market Growth

Companies produce innerwear made of high-performance blended fabrics, including modal, lyocell, bamboo viscose, and cotton-spandex, to enhance the user experience with softness, stretchability, and durability. Advancements in the development of cotton-based products are driving global demand for these products. For instance, in June 2022, Frank and Oak, a Montreal, Canada-based apparel company, launched Men’s Underwear Collection made of organic cotton and recycled polyester.

MARKET RESTRAINTS

High Raw Material and Production Costs to Restrain Market Growth

Volatility in cotton prices due to weather conditions and trade restrictions is severely impacting manufacturers' input costs and business profitability. Additionally, increasing production costs due to labor availability and volatility in the prices of synthetic fibers, such as polyester and spandex, are restraining the global market growth.

MARKET OPPORTUNITIES

Sustainability within the Innerwear Industry Supply Chain is a Prominent Industry Trend

The rising demand for sustainably made innerwear products and stricter governmental regulations on plastic usage in manufacturing are creating new market growth opportunities. Brands that adopt eco-friendly materials, implement circular production models, and maintain transparent sourcing practices are gaining a competitive advantage in the sustainability industry. Increasing brands’ focus on implementing business sustainability in their supply chain operations is favoring global underwear market growth.

MARKET CHALLENGES

Price Sensitivity and Intense Competition to Challenge Key Market Players’ Business Operations

Intense competition from local and mass-market industry players, with their competitive product pricing, is posing challenges to the key players’ business expansion activities. Additionally, the increasing number of private-label brands offering products at discounted rates is significantly impacting the market position and revenue growth of key players.

UNDERWEAR MARKET TRENDS

Growing Popularity of Wearing Athleisure & Functional Innerwear to Augment Market Growth

The growing popularity of wearing athleisure and functional innerwear as a regular piece of clothing, offering enhanced comfort and improved performance, is driving global market growth. In addition, increasing consumers' accessibility to the athleisure innerwear featuring moisture wicking fabrics, breathability, and stretchable fabrics is driving the product sales globally. The emerging trend of fitness & wellness lifestyles, along with the increasing demand for comfortable and high-performance innerwear, is also propelling market growth.

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Segmentation Analysis

By Gender

Increased Emphasis on Comfort Boosted Women Segment Growth

Based on gender, the market is segmented into men, women, children, and unisex. The women segment exhibited a leading global underwear market share of 51.62% in 2024. Its leading share is attributed to the high emphasis on comfort, functionality, and a broader variety of style options among women consumers. The rising demand for innerwear in inclusive sizes and stretchable fittings among women is further favoring segment growth.

The unisex segment is set to rise at the fastest CAGR of 5.62% during the forecast period of 2025-2032. The segment’s fastest growth is attributed to the rising consumer demand for the gender-neutral intimate care products of comfortable sizing and fittings. In addition, evolving innerwear fashion trends and increasing demand for the unisex category of products among gender-biased consumers are driving the segment’s growth.

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By Material

Greater Adoption of Organic Cotton-based Underwear with Better Breathability Led Dominance of Natural Segment

By material, the global market is divided into natural, synthetic, blends, and others. The natural segment held a leading global market share of 37.77% by 2024. Its leading share is attributed to high consumer demand for underwear made from natural materials, including organic cotton, linen, and bamboo. In addition, the increasing consumer preference for hypoallergenic, property-based intimate wearables made of such materials is favoring segmental growth.

The others segment covering the combined analysis on various material types, including modal, tencel (lyocell), recycled fibers, and biodegradable textiles, is expected to rise at a CAGR of 4.87% during the forecast period of 2025-2032. These fibers are gaining traction due to their soft hand feel, breathability, moisture control, and strong alignment with sustainability goals.

By Price Range

Mid-range Segment Led Market Due to Better Affordability and Quality Inclusivity

Based on price range, the market is segmented into luxury, mid-range, and mass/economy.

The mid-range segment held a leading global market share of 50.49% by 2024. The mid-range segment exhibited a leading global market share due to its widespread assortment of products made from blended & sustainable fabrics, inclusive sizing, and functional features that fall within the mid-range price segment. In addition, the rising demand for value-conscious, affordable products among worldwide consumers is accelerating the growth of the mid-range segment.

The luxury segment is slated to grow at a fastest CAGR of 4.81% during the forecast period of 2025-2032. The segment’s fastest growth is attributed to the rising demand from upper-income consumers for innerwear made from premium materials, featuring refined craftsmanship and a strong brand image. The growth of infrastructural facilities related to apparel brand shops and shopping malls offering luxury branded products is positively contributing to the segment’s growth.

By Distribution Channel

Increasing Trend of Personalized Shopping on Virtual Platforms to Propel Online/E-commerce Segment Growth

Based on distribution channel, the market is segmented into supermarkets/hypermarkets, specialty stores/brand stores, department stores, online/e-commerce, and others.

The online/e-commerce segment held a leading global market share of 29.79% in 2024. The segment is slated to grow at a fastest rate of 5.67% during the forecast period of 2025-2032. An increasing number of online retailers offering discounted products is primarily driving the growth of the online/e-commerce segment. In addition, the increasing penetration of smartphones and the growing trend of personalized shopping on virtual platforms are favoring the segment’s growth.

The specialty and brand stores are expected to grow at the second-fastest CAGR of 3.79% during the forecast period of 2025-2032. This segment is very important to the global market, especially in mid-range and premium price categories. These stores offer a curated and brand-centric shopping experience that enables consumers to explore complete product ranges, receive personalized assistance, ensure better sizing, and achieve accurate fit. This channel is particularly strong in mature markets, such as Europe and North America, where well-established lingerie and intimate apparel brands rely on exclusive retail spaces to reinforce their brand identity and customer loyalty.

Underwear Market Regional Outlook

By geography, the market is categorized into North America, Europe, Asia Pacific, South America, and the Middle East & Africa.

Asia Pacific

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The Asia Pacific region held the dominant global market share in 2023, valued at USD 42.07 billion, and also took the leading global market share of 48.26% in 2024. The Asia Pacific market is projected to grow at a fastest rate of 4.74% during the forecast period of 2025-2032.

The Asia Pacific market represents one of the most dynamic and rapidly expanding regions globally, driven by a combination of demographic strength, rising disposable incomes, and accelerating urbanization. The region is characterized by a large and youthful consumer base, particularly in countries such as India, China, Indonesia, and Vietnam, where product penetration and per-capita spending are still in development, creating substantial room for growth.

The Chinese market size reached USD 19.92 billion in 2024. China is the largest market in the Asia Pacific region. The Chinese market is primarily driven by a vast consumer base of middle-income & upper-income consumers, as well as exponential e-commerce expansion. In addition, consistent innovations by companies in the development of eco-friendly fabric-based innerwear are positively contributing to the growth of the Chinese market.

Europe

The European region held a second-leading market share in 2024. The European market is characterized by high consumer demand for the fashion-led products of premium and mid-range price ranges. The growing focus of companies on ethical sourcing & sustainability, combined with consistent innovations in product development, is accelerating European market growth.

North America

The North American market is driven by significant growth in consumer spending on luxury apparel and accessories in the U.S. and Canada. Strong brands’ focus on product innovation and solutions that meet diverse consumer needs is driving market growth in the region. The increasing number of apparel shops in Canada and Mexico is driving revenue growth for the product across these countries.

The U.S. underwear products market size in 2024 reached USD 16.33 billion. Rising American consumer demand for underwear made from sustainable materials and breathable fabrics, including bamboo, organic cotton, and recycled fabrics, is favoring U.S. market growth. Furthermore, the increasing demand for performance-oriented innerwear suitable for both exercise and casual settings is driving product revenues across the U.S.

South America

South America is set to reach a valuation of USD 3.86 billion in 2025. The South American market is primarily led by the mass and mid-range segments, where price and functionality are the most important factors in purchase decisions. Increasing urbanization, expanding retail networks, and growing e-commerce adoption are collectively driving demand for branded and higher-quality products.

Middle East & Africa

The Middle East & Africa market is expanding steadily, supported by rising disposable incomes, urbanization, and growing fashion awareness. While the mass segment remains dominant, demand for premium and branded products is increasing, particularly in urban centers such as UAE and Saudi Arabia. In the Middle East & African market, the South African market is expected to reach a market value of USD 1.16 billion by 2025.

COMPETITIVE LANDSCAPE

Key Industry Players

Consistent Players’ Acquisition and Supply Chain Network Development Efforts to Help Them Maintain Market Position

The global market is characterized by the key market players, including Hanesbrands Inc., Shenzhou International, Gildan Activewear, Delta Galil, and MAS Holdings. These players focus on acquiring competitor companies to broaden their product portfolio and geographical presence worldwide. Additionally, they invest in building a supply chain network to expand product reach across international markets. For instance, Delta Galil is expanding its product supply reach by utilizing Infor Nexus’s supply chain platform, which showcases a diverse network of suppliers and distributors.

LIST OF KEY UNDERWEAR COMPANIES PROFILED

• Hanesbrands Inc. (U.S.)
• Shenzhou International (China)
• Gildan Activewear (Canada)
• Delta Galil (Israel)
• MAS Holdings (Sri Lanka)
• Calida Group (Switzerland)
• TAL Apparel (Hong Kong)
• Shandong Ruyi (group) (China)
• Lux Industries (India)
• Page Industries Limited (India)
• PVH Corp. (Calvin Klein) (U.S.)
• Jockey International Inc. (U.S.)

KEY INDUSTRY DEVELOPMENTS

• September 2024: Reliance Industries, Ltd. partnered with Delta Galil, an Israel-based global inner wear product manufacturer, to expand its business in the intimate wear category of the apparel industry.
• September 2024: Miiow, a Chinese underwear brand, showcased its innovative combination of technology, design, and lingerie innerwear at Milan Fashion Week 2024.
• August 2024: Commando, a women’s intimate care brand, expanded its business in the men’s innerwear segment by launching a wide range of products, including underwear, undershirts, briefs, trunks & boxers, and crewneck.
• September 2023: Eicher Goodearth Private Limited launched mahina, a women's menstrual management and intimate health products brand in the Indian market. The brand offers a reusable, leak-proof period underwear range in India.
• August 2023: Ariela & Associates International acquired Parade, a Generation-z underwear brand, to expand its business presence in the intimate wear category of products.

REPORT COVERAGE

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Report Scope & Segmentation