Women's Underwear Market Size, Share, Growth, and Industry Analysis, By Types (Ordinary Underwear, Nursing Underwear, Body Beauty Underwear, Shape Underwear, Sports Underwear, Other), By Applications (Shopping Mall/Department Store, Specialty Store, Supermarket, Online Sales) , and Regional Insights and Forecast to 2035

Women's Underwear Market Size

The Global Women's Underwear Market size was valued at USD 44.2 billion in 2025 and is projected to reach USD 48.01 billion in 2026, followed by USD 52.13 billion in 2027, expanding significantly to USD 100.87 billion by 2035. The market is expected to exhibit a CAGR of 8.6% during the forecast period from 2026 to 2035. This growth is supported by increasing awareness of comfort-focused innerwear, rising fashion consciousness, and higher spending on personal apparel. Nearly 62% of consumers prioritize comfort-fit underwear, while around 45% prefer breathable fabric options. Online purchasing influences approximately 48% of buying behavior, contributing to overall market expansion across regions.

The US Women's Underwear Market continues to show steady growth driven by lifestyle changes and evolving consumer preferences. Nearly 58% of women in the US prefer branded innerwear due to quality assurance and fit consistency. Comfort-driven products influence around 64% of purchase decisions, while sports and active underwear contribute close to 41% of category demand. Online channels account for approximately 52% of consumer engagement, supported by subscription models and size-guidance tools. Sustainable underwear options impact nearly 36% of buyers, reflecting growing environmental awareness and preference for skin-friendly materials.

Key Findings

• Market Size: Valued at USD 44.2 billion in 2025, USD 48.01 billion in 2026, reaching USD 100.87 billion by 2035 at 8.6% growth.
• Growth Drivers: Comfort preference at 62%, breathable fabrics at 55%, branded trust at 58%, online influence at 48%.
• Trends: Seamless designs at 46%, sustainable materials at 37%, size inclusivity at 51%, sports underwear adoption at 42%.
• Key Players: Victoria's Secret, Hanes Brands, Triumph International, Nike, Wacoal & more.
• Regional Insights: North America 32%, Europe 28%, Asia-Pacific 30%, Middle East & Africa 10% market share distribution.
• Challenges: Price sensitivity at 49%, fit consistency issues at 23%, inventory pressure at 42%.
• Industry Impact: Fabric innovation adoption at 46%, digital retail integration at 45%.
• Recent Developments: Sustainable launches at 33%, online fitting tools at 47%, size-range expansion at 35%.

The women’s underwear market continues to evolve with strong emphasis on inclusivity, material innovation, and omnichannel retail strategies. Consumer behavior indicates a clear shift toward functional innerwear designed for everyday use, fitness, and lifestyle versatility. Nearly half of consumers actively seek multi-purpose designs, while aesthetic appeal still influences around 39% of purchases. Manufacturers are aligning production with comfort metrics, durability expectations, and eco-conscious values to strengthen brand loyalty and long-term demand stability.

Women's Underwear Market Trends

The women’s underwear market is witnessing strong transformation driven by changing lifestyle patterns, evolving fashion preferences, and growing awareness around comfort and body positivity. Nearly 65% of women consumers now prioritize comfort-fit products over purely aesthetic designs, reflecting a shift toward daily-wear functional underwear. Cotton-based underwear accounts for approximately 55% of total preference due to breathability and skin-friendly properties, while blended fabrics contribute close to 30% as consumers seek durability and stretch. Seamless underwear adoption has increased by over 40%, supported by rising demand for invisible innerwear under fitted apparel.

Online retail penetration has crossed 45%, indicating a rapid shift toward digital purchasing channels influenced by convenience, privacy, and wider product variety. Size-inclusive product lines have gained traction, with over 50% of buyers showing preference for brands offering extended size ranges. Sustainable and eco-friendly underwear options now influence nearly 35% of purchase decisions, highlighting increased environmental awareness. Design innovation is another key trend, with around 48% of consumers favoring modern cuts such as briefs, hipsters, and bikinis over traditional styles. Additionally, branded underwear holds nearly 60% preference compared to unbranded products, reflecting rising trust in quality assurance, fabric standards, and long-term comfort.

Women's Underwear Market Dynamics

OPPORTUNITY

Expansion of comfort-focused and sustainable underwear

The women’s underwear market presents strong opportunities through rising demand for comfort-driven and sustainable products. Nearly 62% of women prefer underwear designed for all-day comfort, creating scope for innovation in fabric softness and stretchability. Eco-friendly materials influence around 37% of buying decisions, while organic and skin-safe fabrics account for close to 33% of consumer preference. Size-inclusive collections attract approximately 48% of shoppers, supporting market expansion across diverse body types. Online-exclusive product launches contribute nearly 44% to new customer acquisition. Subscription-based innerwear services appeal to about 26% of urban consumers, highlighting opportunities for personalized offerings. Additionally, demand for multipurpose underwear suitable for work, leisure, and fitness impacts nearly 41% of product development strategies.

DRIVERS

Growing preference for daily-wear functional underwear

The market is strongly driven by increasing demand for functional and everyday-use women’s underwear. Around 68% of consumers prioritize breathability and moisture absorption when selecting products. Cotton and cotton-blend fabrics together account for nearly 58% of total usage preference. Seamless and invisible underwear styles influence approximately 46% of purchase behavior, especially among working women. Brand trust drives close to 60% of repeat purchases, while social media awareness impacts nearly 39% of buying decisions. Additionally, multipack and value-pack purchases contribute almost 53% of total sales volume, reinforcing the importance of affordability combined with comfort.

RESTRAINTS

"High price sensitivity among mass consumers"

Price sensitivity acts as a major restraint in the women’s underwear market, particularly in value-driven segments. Nearly 49% of consumers actively compare prices across brands before making a purchase. Discount-led buying behavior accounts for around 56% of total volume sales in non-premium categories. Premium fabric underwear faces resistance from approximately 34% of buyers who prioritize affordability over durability. Unbranded products still attract close to 38% of consumers in cost-sensitive regions. Frequent promotional pricing also reduces long-term brand loyalty, as about 41% of customers switch brands based on offers rather than product performance.

CHALLENGE

"Managing fit consistency and rising quality expectations"

Maintaining consistent fit and quality remains a critical challenge in the women’s underwear market. Nearly 57% of consumers expect uniform sizing across different styles, increasing manufacturing complexity. Product returns due to size and comfort issues account for approximately 23% of total returns. Quality control requirements influence close to 36% of production processes, raising operational pressure. Rapid design changes affect around 42% of inventory planning, increasing the risk of unsold stock. Additionally, balancing fashion appeal with long-term durability impacts nearly 35% of product development decisions, challenging brands to maintain efficiency and consumer satisfaction simultaneously.

Segmentation Analysis

The women’s underwear market segmentation highlights clear differentiation across product types and distribution applications, reflecting varied consumer needs, lifestyle patterns, and purchasing behavior. Based on the global women’s underwear market size of USD 44.2 Billion in 2025, the market is projected to expand to USD 48.01 Billion and further scale strongly by 2035, supported by rising awareness of comfort, functionality, and fashion-led innerwear. By type, ordinary and sports underwear together account for a substantial portion due to daily usability and active lifestyles, while nursing and shape underwear are gaining traction driven by demographic and body-shaping preferences. By application, offline retail channels continue to maintain strong consumer trust, while online sales are expanding rapidly due to convenience, privacy, and wider assortment availability. Each segment shows distinct growth patterns influenced by fabric innovation, sizing inclusivity, and evolving retail experiences.

By Type

Ordinary Underwear

Ordinary underwear remains the most widely used category due to its everyday functionality and affordability. Around 62% of women prefer regular briefs and panties for daily wear, emphasizing comfort and breathability. Cotton-based ordinary underwear accounts for nearly 55% of material preference within this segment. Multi-pack purchases contribute close to 48% of buying behavior, reflecting value-driven consumption. Design simplicity and ease of maintenance influence approximately 44% of repeat purchases. Brand familiarity also plays a role, with about 51% of consumers preferring known labels over unbranded alternatives.

Ordinary underwear accounted for approximately USD 16.3 Billion in 2025, representing nearly 37% of the total market share, and is expected to grow at a CAGR of about 7.9%, driven by consistent daily demand, affordability, and broad consumer adoption.

Nursing Underwear

Nursing underwear demand is supported by increasing awareness of maternity comfort and post-pregnancy care. Nearly 29% of new mothers actively seek specialized nursing bras and panties designed for flexibility and support. Adjustable straps and soft stretch fabrics influence around 46% of purchase decisions. Breathable and skin-friendly materials account for approximately 41% of preference. The segment also benefits from medical and wellness recommendations, impacting close to 33% of consumer choices.

Nursing underwear generated around USD 4.9 Billion in 2025, holding close to 11% market share, and is projected to grow at a CAGR of about 8.4%, supported by rising maternal care awareness and improved product accessibility.

Body Beauty Underwear

Body beauty underwear focuses on enhancing appearance while maintaining comfort. Nearly 35% of consumers purchase this category for occasion-based wear. Lace and blended fabrics influence around 39% of buying decisions. Visual appeal combined with moderate shaping impacts approximately 42% of demand. This segment is particularly popular among urban consumers, accounting for nearly 47% of total category usage.

Body beauty underwear accounted for approximately USD 6.2 Billion in 2025, representing about 14% of market share, and is expected to expand at a CAGR of roughly 8.1%, driven by fashion-conscious consumers and premium design adoption.

Shape Underwear

Shape underwear is gaining popularity due to increasing body confidence awareness and demand for contouring apparel. Around 31% of women consider shapewear for formal or fitted clothing. High-compression variants influence nearly 28% of purchases, while medium-compression products account for around 46%. Comfort-fit shapewear drives about 34% of repeat demand.

Shape underwear contributed nearly USD 5.8 Billion in 2025, holding about 13% market share, and is projected to grow at a CAGR of approximately 9.2%, supported by rising fashion integration and body-shaping acceptance.

Sports Underwear

Sports underwear demand is fueled by active lifestyles and fitness awareness. Around 49% of women engaged in physical activity prefer sports-specific innerwear. Moisture-wicking fabrics influence approximately 53% of buying decisions. Seamless sports bras and briefs account for nearly 44% of segment demand. Durability and stretch retention drive close to 38% of repeat purchases.

Sports underwear generated around USD 8.4 Billion in 2025, accounting for nearly 19% of the market share, and is expected to grow at a CAGR of about 9.8%, driven by fitness participation and athleisure trends.

Other

The other category includes specialty and hybrid innerwear products catering to niche preferences. Around 18% of consumers explore alternative designs such as thermal or adaptive underwear. Seasonal usage influences nearly 27% of demand. Innovation-driven designs account for about 32% of purchasing behavior within this segment.

This segment accounted for approximately USD 2.6 Billion in 2025, representing nearly 6% of market share, and is expected to grow at a CAGR of around 7.5%, supported by niche innovation and customization.

By Application

Shopping Mall / Department Store

Shopping malls and department stores remain a preferred channel due to physical product inspection and brand availability. Around 46% of consumers prefer offline browsing before purchasing underwear. Fit trials influence nearly 39% of buying decisions. In-store promotions account for approximately 42% of impulse purchases.

This application accounted for around USD 15.0 Billion in 2025, representing nearly 34% market share, and is expected to grow at a CAGR of about 7.6%, supported by brand-driven retail experiences.

Specialty Store

Specialty stores attract consumers seeking expert assistance and premium offerings. Nearly 28% of buyers prefer specialty outlets for personalized fitting services. Exclusive collections influence around 36% of purchases, while brand loyalty impacts close to 41%.

Specialty stores generated approximately USD 10.6 Billion in 2025, holding about 24% market share, and are projected to grow at a CAGR of around 8.2%, driven by customization and premium demand.

Supermarket

Supermarkets appeal to value-focused consumers seeking convenience. Around 31% of buyers purchase underwear during routine shopping. Multipack availability influences nearly 47% of demand in this channel.

Supermarkets accounted for nearly USD 8.8 Billion in 2025, representing about 20% market share, and are expected to grow at a CAGR of approximately 7.1%, driven by affordability and accessibility.

Online Sales

Online sales continue to expand rapidly due to convenience and privacy. Around 52% of consumers compare products online before buying. Size guides influence nearly 44% of purchasing decisions, while discounts impact about 48%.

Online sales generated around USD 9.8 Billion in 2025, accounting for nearly 22% market share, and are expected to grow at a CAGR of about 10.4%, supported by digital adoption and wider assortments.

Women's Underwear Market Regional Outlook

The regional outlook of the women’s underwear market reflects diverse consumption patterns influenced by lifestyle, income levels, and fashion adoption. Based on the global market size of USD 48.01 Billion in 2026, regional distribution highlights steady demand across developed and emerging economies. North America and Europe collectively account for a significant portion due to brand penetration and comfort-oriented products. Asia-Pacific shows strong volume-driven expansion, while Middle East & Africa reflects gradual growth supported by urbanization and rising female workforce participation.

North America

North America accounts for approximately 32% of the global market share, translating to nearly USD 15.36 Billion based on the 2026 market size. High brand awareness influences around 58% of consumer choices. Comfort-driven designs impact close to 46% of purchases, while premium underwear demand accounts for nearly 41%. Online penetration contributes around 38% of total sales, reflecting digital maturity and subscription adoption.

Europe

Europe holds about 28% market share, equivalent to nearly USD 13.44 Billion in 2026. Sustainable fabric preference influences around 42% of consumers. Design aesthetics impact close to 47% of buying behavior. Specialty stores account for approximately 36% of distribution, reflecting preference for premium and customized offerings.

Asia-Pacific

Asia-Pacific represents nearly 30% of the market, amounting to approximately USD 14.40 Billion in 2026. High population density supports volume demand, with around 54% of purchases focused on affordable daily-wear underwear. Online sales contribute nearly 45% of regional distribution. Urban consumer growth influences around 49% of category expansion.

Middle East & Africa

Middle East & Africa accounts for roughly 10% of the global market share, equating to around USD 4.80 Billion in 2026. Urbanization influences nearly 37% of demand growth. Department stores contribute about 44% of sales, while rising awareness of comfort-focused innerwear impacts close to 33% of purchasing decisions. Cultural preference for modest designs shapes approximately 41% of product demand across the region.

List of Key Women's Underwear Market Companies Profiled

Investment Analysis and Opportunities in Women's Underwear Market

Investment activity in the women’s underwear market continues to rise due to stable demand and evolving consumer preferences. Nearly 46% of investments are directed toward fabric innovation, including breathable, stretchable, and skin-friendly materials. Sustainable production attracts around 34% of new capital allocation as eco-conscious buying behavior grows. Digital-first brands account for approximately 29% of recent investment interest, supported by online penetration and direct-to-consumer models. Automation in manufacturing influences close to 27% of operational investments to improve consistency and reduce defect rates. Size-inclusive product lines attract nearly 31% of strategic funding initiatives. Emerging markets represent around 38% of expansion-focused investments due to rising female workforce participation and urbanization. Overall, investment opportunities remain strong across product innovation, supply chain optimization, and digital retail integration.

New Products Development

New product development in the women’s underwear market is centered on comfort, functionality, and inclusivity. Around 52% of new launches focus on improved fabric blends offering higher breathability and moisture control. Seamless and tag-free designs account for nearly 44% of recent product introductions. Size-extension initiatives influence approximately 36% of development strategies, addressing diverse body types. Sports and active innerwear contribute close to 41% of new product pipelines due to rising fitness awareness. Sustainable materials are incorporated in nearly 33% of newly launched collections. Adaptive underwear designed for maternity and aging consumers impacts about 28% of innovation efforts. These developments reflect a strong focus on consumer-centric design and long-term wear comfort.

Recent Developments

• Product line expansion: Manufacturers introduced extended size ranges, impacting nearly 35% of new collections and improving accessibility for diverse consumer groups.
• Sustainable fabric adoption: Close to 32% of manufacturers integrated organic or recycled materials into core product lines, responding to increased eco-conscious demand.
• Digital retail enhancement: Around 47% of brands upgraded online fitting tools and size guides, reducing return rates by approximately 18%.
• Activewear innerwear integration: Nearly 40% of companies expanded sports underwear offerings aligned with athleisure and fitness trends.
• Manufacturing optimization: Automation and quality control upgrades were implemented by about 29% of manufacturers to improve consistency and reduce production errors.

Report Coverage

The report coverage of the women’s underwear market provides a comprehensive analysis of industry structure, competitive dynamics, and evolving consumer behavior. It evaluates product types, applications, and regional performance with a focus on factual market distribution. Strength analysis highlights that nearly 60% of consumers prioritize comfort and fit, supporting stable demand. Weakness assessment indicates price sensitivity affecting about 48% of buyers, particularly in value segments. Opportunity analysis shows that sustainability influences around 37% of purchasing decisions, presenting growth potential for eco-friendly brands. Threat evaluation identifies intense competition, impacting nearly 42% of pricing strategies across manufacturers. The report also examines distribution shifts, with online channels contributing approximately 45% of purchase influence. Consumer preference analysis, innovation trends, and operational challenges are covered to present a balanced market outlook. Overall, the report delivers strategic insights supported by percentage-based data to assist stakeholders in decision-making, competitive positioning, and long-term planning within the women’s underwear market.