Ladies underwear Market Report 2025 (Global Edition)

Global Ladies underwear Market Report 2025 Market Size Split by Product Type Outlook: (Bra, Knickers and Panties, Lounge Wear, Others), by Distribution Channel Outlook: (Online, Offline), by Material ...

Ladies underwear Market Report Description

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How 2025 Tariffs Are Reshaping the Consumer Goods Industry

In 2025, the global trade landscape has shifted dramatically following the U.S. introduction of sweeping tariffs under President Donald Trump’s administration. These "Liberation Day Tariffs," launched in April, aim to reduce trade deficits and boost domestic manufacturing. Tariffs range from 10% on imports from countries like the UK and Australia to 46% on Vietnamese goods, with a blanket 34% tariff on many Chinese imports and 25% on all steel, aluminum, and auto parts. This policy heavily impacts the consumer goods sector apparel, appliances, packaged foods, and personal care products due to their deep reliance on global supply chains, especially in Asia. U.S.–China trade tensions have intensified, with reciprocal tariffs reaching up to 145% on U.S. goods and 125% on Chinese exports, while China’s trade surplus with the U.S. hit USD 102.6 billion in March 2025. In response, the EU and Canada have implemented retaliatory measures, signaling a broader shift toward protectionism.

The consumer goods industry is feeling immediate effects: production costs are rising, sourcing is delayed, and inflation pressures are mounting. Apparel and footwear now face 25% tariffs, prompting brands to seek nearshoring options or raise prices. Household appliances incur 20% tariffs, complicating inventory and procurement strategies. Packaged foods and beverages are hit with 10–15% tariffs, impacting contracts and leading to supplier diversification and product reformulation. Personal care firms face higher costs for imported ingredients and packaging, leading to local sourcing efforts and delays in new product launches. Meanwhile, electronics, though temporarily exempt, are preparing for possible disruptions by diversifying suppliers and increasing inventories.

China remains the backbone of U.S. consumer goods sourcing, accounting for a large portion of imports either directly or through upstream components. This makes tariffs on Chinese goods especially disruptive. The rising input costs 15–30% in many categories combined with seasonal pressures and tight timelines, are causing delays and increased costs. Smaller brands, in particular, are struggling due to limited capital and reduced supplier leverage. Many are being forced to increase prices, cut product variety, or compromise on quality.

Market research is now critical to navigating this volatile environment. It supports supplier mapping and risk assessment, helping brands identify alternative sourcing countries with stable regulations and quality control. It also aids in cost and margin analysis, guiding decisions on pricing and sourcing changes. Optimization of product design and materials through research allows companies to reduce costs while maintaining consumer expectations. Additionally, research helps assess consumer price sensitivity, enabling strategic repositioning. Tracking regulatory changes and running scenario planning models allow firms to anticipate and adapt to future trade shifts.

To cope, companies are restructuring their global sourcing models. Major brands like Nike and IKEA are expanding operations in Vietnam, India, and Mexico, while embracing “in-market for market” strategies to reduce exposure to tariffs and logistics risks. Many are adopting AI-driven demand forecasting and automated procurement, and pushing suppliers for transparency. Product redesign and SKU rationalization are also common. The most successful firms are those using data-driven insights, operational flexibility, and strategic supplier partnerships to adapt not just survive in this new era of global trade.

Competitive Landscape of the Ladies underwear Market

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 Market Share in Ladies underwear Industry: (In no particular order of Rank)

• Jockey International Inc.
• Victoria’s Secret
• Zivame
• Gap Inc.
• Hanesbrands Inc.
• Triumph International Ltd.
• Hunkemoller
• Bare Necessities
• Calvin Klein
• MAS Holdings
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*List of Second Tier Companies, List of Third Tier/ Start-up Companies (Inquire with sales executive) Request Any Company Profile for Preview Purpose OR Data Validation!

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Regional Analysis of the Ladies underwear Market

Which Region Dominates the Ladies Underwear Market in 2024?

According to Cognitive Market Research, North America currently dominates the Ladies underwear market, and the region is expected to have significant growth during the projected period. Celebrities and social media influencers have significantly shaped consumer preferences in the ladies' underwear market. According to The State of Influencer Marketing 2024: Benchmark Report, around 66% of brands use TikTok for influencer marketing, surpassing 47% on Instagram and 33% on YouTube. TikTok has demonstrated a consistently high engagement rate of 18% among U.S. influencers, as reported by Influencer Marketing Hub, which is notably higher than other major platforms like YouTube (0.51% engagement rate) and Instagram (2.39% engagement rate). Celebrities such as Rihanna, who launched the Savage X Fenty brand, along with other influencers, have challenged conventional beauty standards and promoted body inclusivity, diversity, and empowerment in the lingerie market. Their endorsements appeal to a younger, fashion-forward demographic, further fueling the market's growth.

Which Region is Expanding at the Fastest CAGR?

Asia-Pacific is expected to make significant gains during the projected period, with the greatest compound annual growth rate (CAGR). With rising disposable incomes, consumers in the Asia Pacific (APAC) region are increasingly opting for higher-quality products that combine comfort with style. In India, the textile and apparel sector plays a vital role, contributing 2.3% to the country’s GDP, 13% to industrial production, and 10.5% to exports. The industry is expected to double its contribution to GDP, growing from 2.3% to approximately 5% by the end of this decade. In FY25 (April-June), exports of ready-made garments and accessories amounted to US$ 2,244 million. This growth trend is driving demand for innovative fabrics, sustainable materials, and stylish lingerie. Across many APAC countries, women are increasingly seeing underwear not just as a functional item but as a fashion statement. This shift is fueling the rising demand for trendy lingerie in diverse styles, including lace, seamless designs, and sports bras.

The current report Scope analyzes Ladies underwear Market on 5 major region Split (In case you wish to acquire a specific region edition (more granular data) or any country Edition data then please write us on info@cognitivemarketresearch.com

• North America (United States, Canada, Mexico)
• Europe (United Kingdom, France, Germany, Italy, Russia, Spain, Sweden, Denmark, Switzerland, Luxembourg, Rest of Europe)
• Asia Pacific (China, Japan, South Korea, India, Australia, Singapore, Taiwan, South East Asia, Rest of APAC)
• Latin America (Brazil, Argentina, Colombia, Peru, Chile, Rest of South America)
• Middle East (Saudi Arabia, Turkey, UAE, Egypt, Qatar, Rest of Middle East)
• Africa (Nigeria, South Africa, Rest of Africa)

The above graph is for illustrative purposes only.

North America Ladies underwear Market Analysis

According to Cognitive Market Research, the global Ladies underwear market size was estimated at USD 103658.6 Million, out of which North America held the major market share of more than 40% of the global revenue with a market size of USD 41463.4 million in 2024 and will grow at a compound annual growth rate (CAGR) of 4.4% from 2024 to 2031.

• According to Cognitive Market Research, the US had a major share in the Ladies underwear market with a market size of USD 32714.65 million in 2024 and is projected to grow at a CAGR of 4.2% during the forecast period. In the U.S., the demand for the Ladies underwear market is driven by the growing influence of fashion trends, celebrity endorsements, and the increasing popularity of online shopping platforms.
• The Canadian Ladies underwear market had a market share of USD 4975.61 million in 2024 and is projected to grow at a CAGR of 5.2% during the forecast period. In Canada, the demand for the Ladies underwear market is driven by the increasing disposable incomes and a growing focus on high-quality, comfortable, and sustainable fabric.
• The Mexico Ladies underwear market is projected to witness growth at a CAGR of 4.9% during the forecast period, with a market size of USD 3773.17 million in 2024.

Europe Ladies underwear Market Analysis

According to Cognitive Market Research, the global Ladies underwear market size was estimated at USD 103658.6 Million, out of which Europe held the market share of more than 30% of the global revenue with a market size of USD 31097.5 million in 2024 and will grow at a compound annual growth rate (CAGR) of 4.7% from 2024 to 2031.

• The United Kingdom Ladies underwear market had a market share of USD 5224.39 million in 2024 and is projected to grow at a CAGR of 5.5% during the forecast period. In the UK, Ladies underwear sales witness an upswing due to the popularity of sustainable and ethically produced products.
• The French Ladies underwear market is projected to witness growth at a CAGR of 3.9% during the forecast period, with a market size of USD 2860.98 million in 2024.
• According to Cognitive Market Research, the German Ladies underwear market size was valued at USD 6157.32 million in 2024 and is projected to grow at a CAGR of 4.9% during the forecast period. In Germany, Ladies' underwear surged due to the growing trend of stylish and functional underwear, with an increasing preference for seamless, comfortable, and innovative designs.
• The Italy Ladies underwear market is projected to witness growth at a CAGR of 4.1% during the forecast period, with a market size of USD 2674.39 million in 2024.
• The Russian Ladies underwear market is projected to witness growth at a CAGR of 3.7% during the forecast period, with a market size of USD 4820.12 million in 2024.
• The Spain Ladies underwear market is projected to witness growth at a CAGR of 3.8% during the forecast period with a market size of USD 2550.00 million in 2024
• The Luxembourg Ladies underwear market is projected to witness growth at a CAGR of 4.8% during the forecast period, with a market size of USD 964.02 million in 2024.
• The Portugal Ladies underwear market is projected to witness growth at a CAGR of 4.5% during the forecast period, with a market size of USD 653.05 million in 2024.
• The Greece Ladies underwear market is projected to witness growth at a CAGR of 5.0% during the forecast period, with a market size of USD 373.17 million in 2024.
• The Rest of Europe's Ladies underwear market is projected to witness growth at a CAGR of 3.4% during the forecast period, with a market size of USD 4820.12 million in 2024.

Asia Pacific Ladies underwear Market Analysis

According to Cognitive Market Research, the global Ladies underwear market size was estimated at USD 103658.6 Million, out of which Asia Pacific held the market share of around 23% of the global revenue with a market size of USD 23841.4 million in 2024 and will grow at a compound annual growth rate (CAGR) of 8.2% from 2024 to 2031.

• According to Cognitive Market Research, the China Ladies underwear market size was valued at USD 10728.67 million in 2024 and is projected to grow at a CAGR of 7.7% during the forecast period. Ladies underwear surged in China due to the increasing urbanization, evolving fashion trends, and a growing focus on health and wellness.
• The Japan Ladies underwear market is projected to witness growth at a CAGR of 6.7% during the forecast period, with a market size of USD 3290.12 million in 2024.
• The India Ladies underwear market had a market share of USD 2860.98 million in 2024 and is projected to grow at a CAGR of 10.0% during the forecast period. India's growing awareness of body positivity and the influence of social media, alongside the rise of e-commerce, driving the market.
• The South Korean Ladies underwear market is projected to witness growth at a CAGR of 7.3% during the forecast period, with a market size of USD 2384.15 million in 2024.
• The Australian Ladies underwear market is projected to witness growth at a CAGR of 7.9% during the forecast period, with a market size of USD 1239.76 million in 2024.
• The South East Asia Ladies underwear market is projected to witness growth at a CAGR of 9.2% during the forecast period, with a market size of USD 1645.06 million in 2024.
• The Rest of the Asia Pacific Ladies underwear market is projected to witness growth at a CAGR of 8.0% during the forecast period, with a market size of USD 1692.74 million in 2024.

South America Ladies underwear Market Analysis

According to Cognitive Market Research, the global Ladies underwear market size was estimated at USD 103658.6 Million, out of which Latin America held the market share of around 5% of the global revenue with a market size of USD 5182.9 million in 2024 and will grow at a compound annual growth rate (CAGR) of 6.6% from 2024 to 2031.

• According to Cognitive Market Research, the Brazil Ladies underwear market size was valued at USD 2218.29 million in 2024 and is projected to grow at a CAGR of 6.2% during the forecast period. Ladies underwear flourished in Brazil due to the growing emphasis on body positivity, and the popularity of local and international lingerie brands.
• Argentina's Ladies underwear market had a market share of USD 870.73 million in 2024 and is projected to grow at a CAGR of 6.5% during the forecast period. Argentina's preference for high-quality, durable materials, such as cotton and seamless fabrics, driving the market.
• Colombia's Ladies underwear market is projected to witness growth at a CAGR of 5.4% during the forecast period, with a market size of USD 461.28 million in 2024.
• Peru's Ladies underwear market is projected to witness growth at a CAGR of 5.8% during the forecast period, with a market size of USD 425.00 million in 2024.
• Chile's Ladies underwear market is projected to witness growth at a CAGR of 5.9% during the forecast period, with a market size of USD 373.17 million in 2024.
• The Rest of Latin America's Ladies underwear market is projected to witness growth at a CAGR of 4.7% during the forecast period, with a market size of USD 834.45 million in 2024.

Middle East Ladies underwear Market Analysis

According to Cognitive Market Research, the global Ladies underwear market size was estimated at USD 103658.6 Million, out of which the Middle East and Africa held the major market share of around 2% of the global revenue with a market size of USD 2073.1 million in 2024 and will grow at a compound annual growth rate (CAGR) of 6.9% from 2024 to 2031.

• The GCC Countries Ladies underwear market is projected to witness growth at a CAGR of 6.7% during the forecast period, with a market size of USD 887.32 million in 2024. Ladies underwear sales flourish due to the growing preference for luxury and premium lingerie brands, and the increasing influence of international fashion trends.
• The Egypt Ladies underwear market is projected to witness growth at a CAGR of 6.2% during the forecast period, with a market size of USD 217.68 million in 2024.
• The South African Ladies underwear market is projected to witness growth at a CAGR of 6.9% during the forecast period, with a market size of USD 327.56 million in 2024. Automotive brake Hose sales flourished in South Africa due to the region's booming retail sector, a rising preference for high-quality and luxury products.
• The Turkey Ladies underwear market is projected to witness growth at a CAGR of 5.4% during the forecast period, with a market size of USD 178.29 million in 2024.
• The Nigeria Ladies underwear market is projected to witness growth at a CAGR of 5.0% during the forecast period, with a market size of USD 217.68 million in 2024.
• The Rest of the MEA Ladies underwear market is projected to witness growth at a CAGR of 4.9% during the forecast period, with a market size of USD 244.63 million in 2024.

Ladies underwear Market Analysis

How are Segments Performing in the Global Ladies underwear Market?

Ladies underwear Market Product Type Segment Analysis

According to Cognitive Market Research, Bra is likely to dominate the Ladies underwear Market over the forecast period. As women’s daily activities become more diverse and active, there is a rising demand for bras that offer superior comfort, support, and fit. With an increasing focus on health and wellness, many women are seeking bras that combine functionality with style. Features like adjustable straps, seamless designs, and comfortable underwires are driving the demand for bras that cater to both comfort and functionality. 

The Lounge Wear is the fastest-growing segment in the Ladies underwear Market. The growing popularity of athleisure, a style that blends athletic and leisurewear, has significantly impacted the loungewear market. Loungewear items such as joggers, leggings, and sweatshirts are increasingly being designed with activewear elements, combining fashion, comfort, and performance. This crossover between activewear and loungewear appeals to women who lead active lifestyles and seek clothing that can transition from a workout to a relaxed, at-home setting. As women become more health-conscious, there is an increasing demand for clothing that supports wellness both physically and mentally. Loungewear fits seamlessly into this trend as it offers comfort, relaxation, and flexibility, promoting a sense of well-being and relaxation during both downtime and active moments. 

The above Chart is for representative purposes and does not depict actual sale statistics. Access/Request the quantitative data to understand the trends and dominating segment of Ladies underwear Industry. Request a Free Sample PDF!

Ladies underwear Market Distribution Channel Segment Analysis

According to Cognitive Market Research, the Offline segment holds the largest share of the market. One of the key reasons for the sustained growth of the offline distribution channel is the in-person shopping experience that allows consumers to touch, feel, and try on underwear before making a purchase. Underwear is a highly personal product, and many consumers prefer to try different sizes, styles, and fabrics to ensure a proper fit and comfort level. The physical interaction with products is often seen as a vital aspect of purchasing intimate apparel, and offline stores offer this benefit that online platforms cannot replicate.

In the Ladies underwear Market, online has been expanding at a rapid pace. One of the most significant advantages of online shopping is its accessibility at any time of the day or night. Consumers no longer have to adhere to store hours or visit physical retail outlets, making online shopping incredibly convenient. This flexibility appeals to busy individuals who may not have the time to shop during regular retail hours. Online retailers can offer a much broader selection of products compared to physical stores. In the ladies' underwear market, this means a wider variety of styles, sizes, colors, fabrics, and brands.

The above Graph is for representation purposes only. This chart does not depict actual Market share.

Ladies underwear Material Outlook: Segment Analysis

Ladies underwear Market Material Segment Analysis

According to Cognitive Market Research, The Cotton segment holds the largest market share. Cotton is well-known for its softness, lightness, and ability to breathe, making it highly comfortable for everyday wear, particularly in intimate apparel like underwear. The breathability of cotton allows air to circulate, reducing moisture buildup, which is essential for maintaining hygiene and comfort. As a result, consumers are increasingly opting for cotton-based underwear, especially during hot or humid weather, when comfort is paramount.

In the Ladies underwear market, the rapidly growing sector is Silk. Silk is known for its natural temperature-regulating properties, which help keep the body cool in hot weather and warm in cold weather. This makes silk an attractive option for underwear, as it ensures comfort throughout the year. Silk’s breathability and ability to wick moisture away from the body contribute to its increasing popularity in the intimate wear segment, as consumers prioritize fabrics that keep them comfortable in all seasons.

• Cotton
• Satin
• Muslin
• Silk
• Others

Ladies underwear Price Range Outlook: Segment Analysis

Ladies Underwear Market Price Range Segment Analysis

According to Cognitive Market Research, The Economy segment holds the largest market share. The economy segment caters to a broad consumer base, especially those looking for basic, everyday wear without the premium price tag associated with high-end or luxury lingerie. This shift in consumer preference toward affordable comfort and practicality is driving growth in the economy price range. Consumers want high-quality, durable products at a reasonable cost, and economy-priced underwear provides a balance between comfort, utility, and cost.

In the Ladies underwear market, the rapidly growing sector is the Premium. Celebrities and influencers have a significant impact on the growth of the premium segment. Endorsements from high-profile figures, such as Rihanna’s Savage X Fenty or Victoria's Secret, have raised the profile of luxury and premium lingerie. These brands have effectively marketed their products as both aspirational and exclusive, making premium lingerie desirable for consumers seeking to emulate the style and confidence of celebrities.

• Economy
• Premium

Author's Detail

Sneha Mali

Research Analyst at Cognitive Market Research

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I am a research analyst working in various domains including the Consumer Goods domain, and my primary responsibility is to conduct thorough research on various subjects and provide valuable insights to support client requirements. I have knowledge of research methodologies, and data mining which enables me to analyze large data sets, draw meaningful conclusions, and communicate them effectively. I stay up-to-date with the latest research trends, methodologies, and technologies to ensure that my research is accurate, relevant, and impactful.

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