Women's Underwear Market Trends

WOMEN’S UNDERWEAR MARKET OVERVIEW

The global Women's Underwear Market size was valued approximately USD 48.57 Billion in 2025 and will touch USD 82.57 Billion by 2034, growing at a compound annual growth rate (CAGR) of 5.45% from 2025 to 2034.

Women's underwear refers to the garments worn beneath outer clothing, designed for comfort, hygiene, and support. These items include bras, panties, shapewear, and other undergarments, which come in various styles, fabrics, and sizes to suit different preferences and needs.

IMPACT OF KEY GLOBAL EVENTS

“Deglobalization Changes Consumer Preferences and Local Manufacturing”

De-globalization, with rising trade barriers and local production focus, is impacting the women’s underwear market. International brands may face challenges entering new markets or controlling costs as countries prioritize local industries. Changing consumer preferences for local or sustainable products are pushing brands to adjust their supply chains, while local producers may face increased competition, fragmenting the market.

LATEST TREND

”Shift Toward Inclusivity and Diverse Sizing”

The women’s underwear market is becoming more inclusive, with brands expanding size ranges to fit different body types. This shift promotes body positivity and encourages brands to offer sizes from petite to plus-size. Consumers can now find brands that meet their specific needs, creating a more inclusive market.

WOMEN'S UNDERWEAR MARKET SEGMENTATION

By Type

Based on Type, the global market can be categorized into Panties, Bras, Shapewear and Loungewear & Sleepwear.

Panties: Panties are popular when it comes to women's underwear. There are all sorts of styles out there, like briefs, thongs, and bikinis. Brands are constantly coming up with new ideas for fabrics and designs. They're making sure these panties are comfy to wear, let air in, and are seamless. Since people these days are looking for materials that are good for the environment and want something they can wear comfortably every day, the market for panties has gotten really huge.
Bras: Bras are still a big deal in women's undies. People have got sports bras for working out, push-up bras to give people a little boost, and wireless bras that are all about comfort. They're made to be cozy, hold people up well, and look stylish, no matter what the body shape is. Brands that offer a whole bunch of different sizes and make sure everyone feels included have really helped the bra market take off.
Shapewear: Shapewear is becoming way more popular these days. It helps women get a smoother look and feel a whole lot more confident. The new materials they're using now let people’s skin breathe, and the designs can be adjusted by the customers. That makes shapewear way more comfortable to wear on a daily basis. Lots more women are deciding to put on shapewear to make their clothes look even better, especially when they're going to formal events or special occasions.
Loungewear & Sleepwear
Loungewear and sleepwear are in right now, especially since more people are working from home. Folks want something comfy yet stylish for when they're chilling at home. Brands are making the most of this. They're selling loungewear that's soft, stretchy, and looks great. This market is likely to keep growing because people like clothes that are both versatile and cozy.

By Application

Based on application, the global market can be categorized into Teenagers and Adults.

Teenagers: In the women's underwear market, teenagers are a big deal. They want underwear that's right for their age, comfy, and looks cool. Teens look for trendy, cheap, and cozy options that fit their style. Brands are now offering more sizes and styles because more people are talking about body positivity and being inclusive. This part of the market is growing, especially since brands are using fun designs and eco - friendly materials.
Adults: Adult underwear customers want underwear that is both comfortable and good-looking. Comfort, support, and a proper fit matter a lot. There are products made for special needs, like for pregnant women, for sports, or shapewear. Ideas like body positivity, sustainable fashion, and luxury underwear are changing what adults buy. Brands are offering tons of sizes and styles, including high - end and specialty stuff, and that's making the market grow.

MARKET DYNAMICS

Market dynamics include driving and restraining factors, opportunities and challenges stating the market conditions.

Driving Factors

”Rising Demand for Comfort and Functionality”

When buying underwear, people care more about comfort and how well it works. With busier, more diverse lives, they want underwear that supports, stretches, and lets them breathe. Trends like seamless designs, fabrics that keep people dry, and supportive features are popular. Brands are creating underwear that looks stylish and feels cozy all day. This demand is pushing up sales of sports bras, shapewear, and everyday panties, as people want options that blend fashion with function. Now, practicality and comfort are top priorities in designing underwear.

Restraining Factor

”Rising Production Costs”

A major issue for the women's underwear market is that making underwear has become more expensive. Stuff like raw materials, labor, and shipping are all on the rise. Eco-friendly fabrics, like organic cotton and recycled stuff, are pricier too. And, labor costs are increasing in key production areas. These higher costs are crunching profit margins, so brands might either have to hike up prices or cut corners on quality. This could lead some people to opt for cheaper underwear, which might slow down market growth in certain areas.

Opportunity

”Expansion of Online Shopping and E-commerce”

Online shopping is a big opportunity for the women's underwear market. More people are shopping online these days 'cause it's so convenient. People can quickly compare different brands and prices. After the pandemic, online shopping really took off. Now, brands can reach way more people. When brands sell directly to customers online, they can make more profit. If they do a good job online, like giving clear product info and great customer service, they can get more customers and keep them coming back.

Challenge

”Intense Price Competition”

The women's underwear market is competitive, with lots of brands selling the same things. Price battles are the norm as everyone tries to grab a bigger slice of the pie. Brands offer discounts and promotions to attract budget shoppers, but that can cut into their profits. Shoppers are also more price-conscious because of money troubles and new shopping habits, so it's hard for brands to charge more. They need to offer affordable options while still keeping quality and innovation up. They need clever ideas to stand out and keep customers coming back in this tough pricing world.

WOMEN'S UNDERWEAR MARKET REGIONAL INSIGHTS

North America

The North American women’s underwear market is big, especially in the U.S. People care more about comfort now, liking seamless bras and eco-friendly fabrics. E - commerce has helped brands reach more people. Direct - to - consumer brands are popular. Right now, being green, inclusive, and promoting body positivity are big trends. Big names like Victoria's Secret and Amazon are still huge. But new brands like ThirdLove, which focus on custom stuff and diversity, are growing. With new materials and designs, the market will keep getting bigger.

Europe

In Europe, the women’s underwear market is a blend of old traditions and fresh ideas. Places like France and Italy love high-end and luxury underwear. Sustainability is a big thing now, with people looking for organic and recycled fabrics. The inclusivity movement is catching on too, with brands offering more sizes. E-commerce is booming, making shopping very easy, and athleisure styles are getting more popular. Brands are listening to what people want and coming up with new designs that mix comfort, style, and being eco-friendly.

Asia

The Asian women’s underwear market is growing fast because of higher incomes, more people living in cities, and changing mindsets. Both expensive and cheap lingerie are selling well, especially in China, India, and Japan. People are trying out new designs like shapewear and wireless bras. Sustainability is becoming popular in Japan and South Korea. Local brands, like Wacoal and Aimer, are giving global brands a run for their money. E-commerce and social media are helping brands reach more people in different markets.

KEY INDUSTRY PLAYERS

”Key Industry Players Drive Competition through Innovation, Sustainability and Targeted Marketing”

Companies are now all about comfort, style, and being eco-friendly. With more people wanting green and inclusive stuff, competition's tough. E-commerce and selling directly to customers have made it even harder. Brands use the internet to reach more people, and team up with influencers and stores to boost their reputation. To stay ahead, businesses need to keep up with what customers want and market trends.

List of Top Women's Underwear Market Companies

Victoria's Secret
Hanesbrands Inc.
Jockey International Inc.
Calvin Klein
Triumph International

REPORT COVERAGE

The study encompasses a comprehensive SWOT analysis and provides insights into future developments within the market. It examines various factors that contribute to the growth of the market, exploring a wide range of market categories and potential applications that may impact its trajectory in the coming years. The analysis takes into account both current trends and historical turning points, providing a holistic understanding of the market's components and identifying potential areas for growth.

The women's underwear market is growing fast because people want comfortable, stylish, and inclusive options. Brands are offering more sizes and talking about body positivity. Shoppers love practical yet pretty stuff, like seamless, breathable, and eco-friendly underwear. E-commerce and direct sales have made it easier for everyone to buy these products.

In the future, the market will keep changing, highlighting new ideas and being green. Shoppers will choose more eco-friendly products, so brands will use sustainable materials like organic cotton and recycled fabrics. Also, new technology like smart fabrics and personalized underwear could bring new chances for growth. With a greater focus on comfort, body positivity, and green production, the market will continue to expand and draw in more shoppers.