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The global Ladies underwear market size was USD 103658.6 million in 2024. The growing awareness about finding the perfect fit, the rising millennial population, the increasing influence of social media and celebrity endorsements, and the expanding purchasing power of women are expected to boost sales to USD 157934.48 million by 2031, with a Compound Annual Growth Rate (CAGR) of 6.20% from 2024 to 2031. Download a free sample with data verified by Anushka Gore
| Data Timeline | Historical Data: 2022–2025 | Base Year: 2025 | Forecast Period: 2026–2034 |
|---|---|
| Product Type Segment | Briefs, Panties, Bikini, Thongs & G-Strings, Boyshorts, Hipsters, Others |
| Distribution Channel Segment | Supermarkets & Hypermarkets, Specialty Lingerie Stores, Department Stores, Brand-Owned Retail Stores, E-commerce Platforms, Direct-to-Consumer (DTC), Others |
| Material Segment | Cotton, Satin, Muslin, Silk, Others |
|---|---|
| Price Range Segment | Economy, Mid range, Premium |
| Regions & Countries |
|
Country-level data · Company profiles · Editable dataset · Analyst consultation included.
| Region / Country | 2021 (A) | 2025 (A) | 2033 (P) | CAGR |
|---|---|---|---|---|
| Global | xxxx | xxxx | xxxx | 6.2% |
| North America | xxxx | xxxx | xxxx | 4.4% |
| United States | xxxx | xxxx | xxxx | 4.2% |
| Canada | xxxx | xxxx | xxxx | 5.2% |
| Mexico | xxxx | xxxx | xxxx | 4.9% |
| Europe | xxxx | xxxx | xxxx | 4.7% |
| United Kingdom | xxxx | xxxx | xxxx | 5.5% |
| France | xxxx | xxxx | xxxx | 3.9% |
| Germany | xxxx | xxxx | xxxx | 4.9% |
| Italy | xxxx | xxxx | xxxx | 4.1% |
| Russia | xxxx | xxxx | xxxx | 3.7% |
| Spain | xxxx | xxxx | xxxx | 3.8% |
| Sweden | xxxx | xxxx | xxxx | xxxx |
| Denmark | xxxx | xxxx | xxxx | xxxx |
| Switzerland | xxxx | xxxx | xxxx | xxxx |
| Luxembourg | xxxx | xxxx | xxxx | xxxx |
| Rest of Europe | xxxx | xxxx | xxxx | 3.4% |
| Asia Pacific | xxxx | xxxx | xxxx | 8.2% |
| China | xxxx | xxxx | xxxx | 7.7% |
| Japan | xxxx | xxxx | xxxx | 6.7% |
| South Korea | xxxx | xxxx | xxxx | 7.3% |
| India | xxxx | xxxx | xxxx | 10% |
| Australia | xxxx | xxxx | xxxx | 7.9% |
| Singapore | xxxx | xxxx | xxxx | xxxx |
| Taiwan | xxxx | xxxx | xxxx | xxxx |
| South East Asia | xxxx | xxxx | xxxx | xxxx |
| Rest of APAC | xxxx | xxxx | xxxx | 8% |
| South America | xxxx | xxxx | xxxx | 5.6% |
| Brazil | xxxx | xxxx | xxxx | 6.2% |
| Argentina | xxxx | xxxx | xxxx | 6.5% |
| Colombia | xxxx | xxxx | xxxx | 5.4% |
| Peru | xxxx | xxxx | xxxx | 5.8% |
| Chile | xxxx | xxxx | xxxx | 5.9% |
| Rest of South America | xxxx | xxxx | xxxx | 4.7% |
| Middle East | xxxx | xxxx | xxxx | 5.9% |
| Saudi Arabia | xxxx | xxxx | xxxx | xxxx |
| Turkey | xxxx | xxxx | xxxx | 5.4% |
| UAE | xxxx | xxxx | xxxx | xxxx |
| Egypt | xxxx | xxxx | xxxx | 6.2% |
| Qatar | xxxx | xxxx | xxxx | xxxx |
| Rest of Middle East | xxxx | xxxx | xxxx | 4.9% |
| Africa | xxxx | xxxx | xxxx | xxxx |
| East Africa | xxxx | xxxx | xxxx | xxxx |
| West Africa | xxxx | xxxx | xxxx | xxxx |
| North Africa | xxxx | xxxx | xxxx | xxxx |
| South Africa | xxxx | xxxx | xxxx | xxxx |
A = Actual · E = Estimated · P = Projected · 🔒 Locked values require full access. Click headers to sort.
Unlock full regional dataset →Product Type breakdown · Illustrative 2025 shares shown free · Full-period forecast in paid report.
Charts are illustrative — exact values, country-level breakdowns, and full forecast in the paid report. Request a Free Sample PDF.
To learn more about market share and segmentation, request the free sample pages.
In the Ladies underwear market's competitive landscape, numerous key competitors are driving innovation and growth. Leading brands differentiate themselves through premium quality, fashion-forward designs, and strong brand loyalty programs. Companies invest heavily in research and development to create innovative products, such as seamless underwear, wireless bras, and performance-enhancing materials. Brands focusing on eco-friendly materials and ethical manufacturing practices are gaining traction. This includes the use of organic cotton, recycled fabrics, and transparent supply chains.
In February 2023, HanesBrands Inc. introduced the Hanes Originals collection, featuring a variety of innerwear for women, men, girls, and boys. The collection includes bras, underwear, T-shirts, and tanks, blending vibrant patterns, colors, and innovative fabrics. It offers men's boxer briefs and trunks with youthful prints, modern fits, and a lower rise, as well as women's bra-tops, bralettes, boyshorts, bikinis, and thongs in seasonal prints, all made with a soft cotton blend. (Source: https://newsroom.hanesbrands.com/newsreleases/news-details/2023/Hanes-Reignites-With-Stylish-and-Comfortable-New-Hanes-Originals-Collection/default.aspx )
| Top Companies (In no particular order) | 2022 (A) | 2023 (A) | 2024 (A) | 2025 (A) |
|---|---|---|---|---|
| Jockey International Inc. | ••• | ••• | ••• | ••• |
| Victoria’s Secret | ••• | ••• | ••• | ••• |
| Zivame | ••• | ••• | ••• | ••• |
| Gap Inc. | ••• | ••• | ••• | ••• |
| Hanesbrands Inc. | ••• | ••• | ••• | ••• |
| Triumph International Ltd. | ••• | ••• | ••• | ••• |
| Hunkemoller | ••• | ••• | ••• | ••• |
| Bare Necessities | ••• | ••• | ••• | ••• |
| Calvin Klein | ••• | ••• | ••• | ••• |
| MAS Holdings | ••• | ••• | ••• | ••• |
We Provide Regional Breakdown of this Companies and Company specific to any Country, Region, Product/ service as well. We cover market share analysis for publicly listed companies as well as privately held companies, subject to data availability.
Request company profile for validation →According to Cognitive Market Research, the global Ladies underwear market size was USD 103658.6 million in 2024. It will expand at a compound annual growth rate (CAGR) of 6.20% from 2024 to 2031.
The ladies' underwear market is a dynamic and essential segment of the global apparel industry, catering to a diverse and evolving consumer base. This market encompasses a wide range of products, including bras, panties, shapewear, and loungewear, designed to meet varying functional, aesthetic, and lifestyle needs. In recent years, the industry has undergone significant transformation driven by changing consumer preferences, technological advancements, and shifting cultural trends. Underwear is no longer perceived solely as a functional necessity but as a reflection of personal style, comfort, and self-expression. The market is highly competitive, with players ranging from established global brands to innovative startups. Factors such as comfort, quality, and inclusivity have become key differentiators as brands strive to meet the demands of modern consumers. The rise of e-commerce and digital marketing has further reshaped the landscape, making products more accessible and personalized.
In June 2023, Victoria’s Secret partnered with Amazon Fashion to enhance the customer shopping experience. This collaboration features over 4,000 fashion items from Victoria’s Secret and PINK, including bras, panties, swimwear, loungewear, and sleepwear. Select bra and apparel styles are also available through Amazon Prime’s Try Before You Buy program, offering customers greater convenience and flexibility.(Source: https://www.victoriassecretandco.com/news-releases/news-release-details/victorias-secret-lingerie-and-apparel-launches-amazon-fashion )
Our study will explain complete manufacturing process along with major raw materials required to manufacture end-product. This report helps to make effective decisions determining product positioning and will assist you to understand opportunities and threats around the globe.
The Ladies underwear Market Analysis is witnessing significant growth in the near future.
In 2023, the Briefs segment accounted for a notable share of the Ladies underwear Market Analysis.
Anushka Gore is a Senior Research Associate at Cognitive Market Research & Consulting, specializing in the Consumer Goods sector. She is involved in delivering comprehensive market intelligence and business research solutions, utilizing both primary and secondary research methodologies to provide accurate, actionable, and data-driven insights for organizations operating across diverse consumer markets.
Her expertise includes market sizing and forecasting, competitive landscape assessment, consumer behavior analysis, brand positioning studies, customer and stakeholder surveys, expert interviews, and strategic market evaluations. Anushka works closely with manufacturers, retailers, distributors, industry experts, and consumers to gather firsthand market insights while leveraging extensive secondary research to validate market trends, demand patterns, and growth opportunities.
At Cognitive Market Research & Consulting, she contributes to market research reports, custom consulting engagements, and survey-based studies spanning various consumer goods categories, including packaged foods, beverages, personal care products, household products, consumer electronics, lifestyle products, and emerging consumer brands. Her research helps organizations understand changing consumer preferences, purchasing behaviors, distribution channel dynamics, competitive strategies, and innovation trends shaping the consumer goods industry.
Through her analytical approach and deep understanding of consumer markets, Anushka supports businesses in identifying growth opportunities, evaluating market potential, optimizing product strategies, and making informed strategic decisions. Her commitment to delivering high-quality research enables organizations to adapt to evolving consumer demands, strengthen market positioning, and achieve sustainable growth in an increasingly competitive marketplace.
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| Product Type | Briefs, Panties, Bikini, Thongs & G-Strings, Boyshorts, Hipsters, Others |
|---|---|
| Distribution Channel | Supermarkets & Hypermarkets, Specialty Lingerie Stores, Department Stores, Brand-Owned Retail Stores, E-commerce Platforms, Direct-to-Consumer (DTC), Others |
| Material | Cotton, Satin, Muslin, Silk, Others |
| Price Range | Economy, Mid range, Premium |
| List of Competitors | Jockey International Inc., Victoria’s Secret, Zivame, Gap Inc., Hanesbrands Inc., Triumph International Ltd., Hunkemoller, Bare Necessities, Calvin Klein, MAS Holdings |
Cognitive Market Research and Consulting "The Full Truth" methodology — a rigorous triangulation process that combines primary research, secondary validation, and expert calibration. Implemented by Anushka Gore and team for the Ladies underwear Market Analysis Market analysis.
Direct interviews with 50+ industry stakeholders including manufacturers, distributors, end-users, and regulatory bodies across all six regions.
Cross-referencing against trade databases, customs records, financial filings, patent databases, and verified industry publications.
Each data point undergoes validation by minimum two independent domain experts with 15+ years of industry experience.
Our proprietary AI platform aggregates, normalizes, and identifies patterns across 10,000+ data points to surface non-obvious insights.
Final review by senior analysts ensures accuracy, coherence, and actionability of all insights and recommendations.
To maintain the integrity of our proprietary methodology and protect our elite expert network, specific source disclosures are reserved for full-access partners. Our research framework is anchored by a 70:30 primary-to-secondary ratio, ensuring your strategy is driven by real-time market intelligence rather than recycled, publicly available, or AI-generated data. Every deliverable includes an exhaustive source directory and grants direct analyst access.
The rising number of working women with increasing disposable income, and increasing purchasing power are the factors driving the market. This is a chance for brands that prioritise sustainability and ethical manufacturing practices to offer more options.
We don't just hand over data. We partner with your team across three integrated service lines — each designed to give you decision-grade intelligence on the Ladies underwear Market Analysis market.
Structured primary research across both B2B and B2C channels. We design and execute custom surveys targeting manufacturers, distributors, procurement heads, and end-consumers in the ladies underwear market analysis ecosystem — validated by our global panel of 10,000+ industrial respondents.
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