Women's Underwear Market Size & Industry Report, 2033

Women's Underwear Market Overview

The Women's Underwear Market size was valued at USD 13.52 million in 2024 and is expected to reach USD 23.07 million by 2033, growing at a CAGR of 6.91% from 2025 to 2033.

The global women’s underwear market is witnessing an unprecedented rise with over 5 billion units sold annually across various regions. Demand for premium and comfort-focused products has grown, with nearly 60% of consumers prioritizing fabric quality. Approximately 48% of women aged 18–35 prefer purchasing underwear online, contributing to over 2 billion online sales transactions yearly.

The growing interest in sustainable and organic fabrics has driven the production of over 750 million units made from eco-friendly materials in the last year. North America and Europe collectively account for more than 35% of the total units sold, while the Asia-Pacific region alone produced over 2 billion pairs last year, meeting rising domestic demand.

Key Findings

DRIVER: Rising consumer focus on comfort and sustainability.

COUNTRY/REGION: Asia-Pacific leads the women’s underwear market in total units produced.

SEGMENT: Bras remain the highest-selling segment by volume.

Women's Underwear Market Trends

The women’s underwear market is seeing a significant shift towards sustainable production, with more than 30% of brands introducing organic cotton and recycled polyester products. Over 65% of women now prefer seamless underwear, and manufacturers have increased seamless production by 45% since 2022. The popularity of athleisure has driven a 50% rise in sales for sports bras and comfort bras, accounting for nearly 1.2 billion units annually. Digital retail growth has surged, with over 55% of women purchasing underwear through online platforms, resulting in over 2.1 billion online transactions yearly. Brands are investing in size inclusivity, with over 800 new size variations introduced in 2023 alone to cater to diverse body types. Subscription-based underwear services have grown by 35% over the past year, now representing about 10% of total sales, or nearly 500 million units annually. Influencer marketing has also contributed to rising sales, with over 70% of Gen Z shoppers influenced by social media promotions. Sustainable packaging is another trend, with over 400 million units shipped using biodegradable materials in the past year.

Women's Underwear Market Dynamics

Women’s Underwear Market Dynamics refers to the key factors that influence how the market grows and changes over time.

DRIVER

Rising demand for comfort and sustainable fabrics.

With over 1.5 billion women worldwide prioritizing comfort and eco-conscious choices, brands are increasing their use of organic cotton and bamboo-based fabrics. In 2023, more than 700 million pairs of underwear were made from sustainable materials, up by 28% from the previous year. New manufacturing technologies have enabled the production of seamless and tagless designs that reduce skin irritation, with over 60% of new products featuring these innovations. Increasing disposable income and shifting consumer mindsets are fueling the purchase of premium underwear, with over 1 billion units sold in the premium category alone last year.

RESTRAINT

High production costs for premium and sustainable products.

The production of eco-friendly underwear involves higher material and processing costs. In 2023, the average production cost per unit for organic cotton underwear was 20% higher than for standard cotton. Over 60% of small manufacturers report profit margin challenges when shifting to sustainable fabrics. Supply chain limitations for specialty fabrics also create delays, with over 35% of brands reporting longer lead times. Moreover, price-sensitive consumers in emerging regions often opt for low-cost alternatives, slowing premium product sales by about 15% in certain markets.

OPPORTUNITY

Expansion into untapped online retail and subscription services.

Digital transformation has opened vast opportunities, with online underwear sales accounting for over 2 billion units in 2023. Subscription models have attracted over 25 million new subscribers in the past year. New entrants and niche brands are capitalizing on customized fitting services, which saw a 40% rise in user adoption. Personalized recommendation engines are used by over 50% of major brands, boosting conversion rates by 25%. Innovations like virtual fitting rooms have increased online sales by 30% year-over-year.

CHALLENGE

Counterfeit products and quality concerns.

The women’s underwear market faces rising counterfeit issues, with an estimated 12% of online sales involving non-authentic products. Over 40% of consumers have reported receiving low-quality or counterfeit goods at least once. This undermines brand trust and results in annual returns exceeding 100 million units. Brands spend nearly 8% of their production budget on anti-counterfeit measures, such as smart tags and blockchain tracking. These measures increase production costs and complexity, posing challenges for small and mid-sized brands.

Women's Underwear Market Segmentation

The women’s underwear market is segmented by type and application. By type, key categories include bras, panties, shapewear, lingerie, and sleepwear, each representing distinct consumer needs. By application, underwear is sold through department stores, online retail, specialty boutiques, and subscription services. Each channel plays a vital role in reaching over 2 billion consumers annually worldwide.

By Type

Bras: Bras account for over 40% of total units sold, with more than 2 billion bras purchased annually. Innovations in wireless and sports bras have driven sales, with 700 million sports bras sold last year alone.
Panties: Panties make up 35% of the market, with over 1.8 billion pairs sold annually. Seamless and breathable panties have gained traction, growing by 25% year-over-year.
Shapewear: Shapewear is a growing niche, with 200 million units sold annually. High-waist and body-sculpting designs saw a 30% increase in demand in 2023.
Lingerie: Lingerie represents a premium segment with around 400 million units sold yearly. Lace and satin remain preferred materials for over 60% of buyers.
Sleepwear: Sleepwear has seen a rise due to work-from-home trends, with 300 million sets sold last year. Cotton-based sleepwear holds a 50% share of this segment.

By Application

Department Stores: Large retail chains offering a wide range of underwear brands and in-store fittings.
Online Retail: E-commerce platforms selling women’s underwear directly to consumers with convenient delivery.
Specialty Boutiques: Smaller stores focused on premium, designer, or niche lingerie collections.
Subscription Services: Monthly or quarterly boxes delivering curated underwear to subscribers’ homes.

Regional Outlook for the Women's Underwear Market

North America remains a major hub for women’s underwear consumption, accounting for over 1.5 billion units annually. Europe follows closely with over 1.2 billion units, fueled by premium and luxury brands. The Asia-Pacific region leads production, manufacturing over 2 billion units each year to meet local and export demands. Middle East & Africa represent an emerging market with around 200 million units sold yearly, showing strong potential for premium segments.

North America

North America’s market is driven by demand for premium and comfort-focused products, with over 1.5 billion units purchased annually. More than 65% of sales occur through online channels, with seamless and wireless bras being top sellers. Over 300 million units are sold through department stores. Consumers favor premium, comfort-centered products—department stores account for millions of units annually, while seamless, wireless, and athleisure underwear dominate digital platforms.

Europe

Europe remains a stronghold for luxury lingerie and designer underwear, with over 1.2 billion units purchased each year. Nearly 40% of consumers prefer boutique shopping experiences. Demand for organic fabrics grew by 32% in 2023, with over 350 million units made from eco-friendly materials. Boutique shopping and sustainable fabrics are trending, supported by increasing consumer interest in eco-packaging and artisanal designs.

Asia-Pacific

Asia-Pacific dominates production with over 2 billion units manufactured annually. Domestic consumption is strong, with over 1.8 billion units purchased locally. Japan and China account for 65% of regional demand. E-commerce sales rose by 45% in 2023, making online retail a significant growth driver. Countries like China, Japan, and India are key growth drivers, supported by rising disposable incomes and digital retail engagement.

Middle East & Africa

Middle East & Africa have sold over 200 million units annually. Rising disposable incomes and urbanization are fueling demand for premium brands. Online retail penetration grew by 30% last year, contributing to nearly 50 million units in online transactions.Though not the largest, its growth is significant: sleepwear/underwear market was valued at USD 99.6 billion globally in 2023, with regional share gradually increasing toward 2032

List of Top Women's Underwear Companies

Victoria’s Secret
Savage X Fenty
La Perla
Agent Provocateur
ThirdLove
Wacoal
Triumph
Hanesbrands
Calvin Klein
Aerie

Victoria’s Secret: A leading American lingerie brand known for a wide range of bras, panties, and luxury lingerie, popular for its iconic fashion shows and large retail network.

Savage X Fenty: A modern lingerie brand by Rihanna, famous for its inclusive sizing, bold designs, and strong online presence with direct-to-consumer sales and subscription models.

Investment Analysis and Opportunities

Investments in the women’s underwear market are increasingly focused on sustainability, size inclusivity, and technological integration. More than 400 brands invested in sustainable fabric development last year, producing over 750 million eco-friendly units. Startups and niche players attracted funding for subscription models, which now deliver over 500 million units annually. Digital fit technology investments reached new heights, with over 200 brands implementing virtual fitting rooms that improved online conversion rates by 25%. Brick-and-mortar brands have allocated budgets to enhance digital presence, boosting online sales by 30% in 2023. New players are entering emerging regions, with over 100 brands launching in the Middle East & Africa alone. Influencer marketing partnerships drove investments into social commerce, reaching over 50 million consumers directly. Partnerships with logistics providers improved delivery times, cutting average shipping durations by 20%. Expansion into untapped rural areas contributed to 150 million units sold through new distribution networks last year. Smart textiles, including moisture-wicking and anti-microbial fabrics, attracted significant R&D funding, with over 250 million units using advanced fabric technology. Brands invested in biodegradable packaging, eliminating over 100 million plastic units annually from the supply chain. Loyalty programs received funding boosts, growing customer retention by 35% and driving repeat purchases across 200 million transactions.

New Product Development

Product innovation is at the forefront of the women’s underwear market, with over 1,000 new designs launched last year. Seamless technology has become a major area of development, with over 500 million units featuring seamless construction. Wireless bras and bralettes grew by 40% in 2023, with 300 million new units launched targeting younger consumers. Brands have expanded inclusive sizing, adding over 800 new size combinations to address diverse body types. Smart bras with embedded sensors for fitness tracking have been introduced, selling over 2 million units in pilot markets. Eco-friendly dyeing processes saved over 500 million liters of water last year during production. Lingerie brands are experimenting with biodegradable lace and trims, launching over 50 new eco-friendly designs. Subscription boxes featuring limited-edition designs shipped over 100 million exclusive products to subscribers. Sleepwear innovations include temperature-regulating fabrics, with 75 million units launched in 2023. Customizable underwear, allowing buyers to choose fabrics and cuts online, generated over 5 million orders last year. Athleisure-inspired underwear, combining comfort and support, saw over 200 million units sold globally. Companies have begun offering virtual fitting sessions for personalized recommendations, with over 1 million sessions booked in 2023 alone.

Five Recent Developments

Victoria’s Secret launched a new eco-friendly bra line with 20 million units produced in 2023.
Savage X Fenty expanded its size range by 200 new sizes, adding 10 million new units to its offerings.
A major manufacturer introduced biodegradable packaging, removing 30 million plastic units from circulation.
A leading brand launched smart bras with fitness tracking, selling 2 million units in initial markets.
A subscription brand surpassed 500 million shipped units annually by expanding its customer base in Asia-Pacific.

Report Coverage of Women's Underwear Market

The report covers detailed analysis of production, consumption, segmentation, trends, and market dynamics across major regions. It includes an in-depth breakdown of over 5 billion units sold yearly worldwide, highlighting shifts towards sustainable and premium products. It examines the performance of bras, panties, shapewear, lingerie, and sleepwear, with each category generating over 200 million units in annual sales. The report tracks online retail, which handles over 2 billion transactions, department store sales exceeding 1 billion units, and specialty boutiques distributing 300 million units. Subscription services are analyzed in depth, with over 500 million units shipped yearly. The scope also explores technological trends like virtual fitting rooms, seamless design innovations, smart textiles, and anti-counterfeit technologies. The report highlights over 750 million units produced using organic fabrics, reflecting the push for sustainable options. Regional performance outlines North America’s 1.5 billion units, Europe’s 1.2 billion units, Asia-Pacific’s 2 billion units produced, and Middle East & Africa’s emerging 200 million units sold yearly. The coverage includes analysis of key brands driving production of millions of units, from Victoria’s Secret’s 20 million-unit eco-line launch to Savage X Fenty’s 200 new size expansions. Supply chain trends, digital transformation, and investment flows are detailed, with focus on smart packaging, influencer-driven sales, and new distribution channels reaching over 150 million new consumers. Consumer behavior trends show over 60% preference for seamless designs, 65% for online purchases, and a 35% increase in subscription sign-ups. The report provides facts and figures for every major trend, opportunity, and challenge shaping the global women’s underwear market.