Table of Contents
Introduction
The Global Lingerie Market is projected to grow significantly, with an estimated value of USD 77.4 billion by 2033, up from USD 39.0 billion in 2023. This represents a compound annual growth rate (CAGR) of 7.1% during the forecast period from 2024 to 2033.
The lingerie market has undergone a transformative shift in recent years, driven by evolving consumer preferences, innovation in fabric technology, and the increasing adoption of diverse and inclusive marketing strategies. As a key segment within the apparel industry, lingerie not only caters to functional needs but also appeals to consumers’ desire for style, comfort, and self-expression. With a projected CAGR of 7.1% between 2024 and 2033, this market reflects strong potential, fueled by changing lifestyles and growing awareness around body positivity and self-care.
Lingerie refers to a category of intimate apparel, including bras, panties, camisoles, nightgowns, and shapewear, designed for style, comfort, and functionality. Traditionally viewed as a utilitarian product, lingerie has evolved into a fashion-forward industry, encompassing a range of designs, fabrics, and fits to cater to diverse consumer needs. The modern definition of lingerie transcends its practical applications, symbolizing confidence, empowerment, and personal expression.
The lingerie market encompasses the global production, distribution, and sale of intimate apparel. It spans various product categories and caters to a broad consumer base, including women, men, and non-binary individuals. This market is characterized by the presence of both mass-market and premium brands, offering products that range from basic everyday essentials to luxury designer pieces. Technological advancements in textiles, growing e-commerce penetration, and increased customization options are reshaping the dynamics of this market.
The lingerie market’s robust growth is underpinned by several factors. Rising disposable incomes, particularly in emerging markets, have led to higher spending on premium and luxury lingerie. The growing influence of social media and celebrity endorsements has amplified brand visibility, driving consumer interest. Furthermore, the increasing emphasis on comfort and sustainability has spurred demand for eco-friendly materials and innovative designs. Enhanced focus on inclusivity, with extended size ranges and gender-neutral offerings, has also expanded the customer base.
Consumer demand for lingerie is increasingly driven by comfort, durability, and versatility. The shift towards hybrid lifestyles, blending work-from-home with outdoor activities, has bolstered demand for functional yet stylish options. Millennials and Gen Z are particularly influential, favoring brands that align with their values, such as sustainability, ethical production, and diversity. The growing acceptance of intimate apparel as a self-care investment rather than a mere necessity has further propelled demand.
The lingerie market presents significant growth opportunities, particularly in digital transformation and product innovation. E-commerce continues to unlock new revenue streams, with virtual fitting rooms and AI-driven personalization enhancing the online shopping experience. Emerging markets in Asia-Pacific and the Middle East offer untapped potential, driven by expanding urban populations and changing cultural norms. Brands focusing on sustainable production, inclusivity, and affordability are well-positioned to capture market share in these regions. Additionally, the integration of smart textiles and wearable technology could open new avenues for product differentiation in the coming years.
Key Takeaways
- The lingerie market was valued at USD 39.0 billion in 2023 and is projected to grow to USD 77.4 billion by 2033, reflecting a steady growth rate of 7.1% CAGR over the forecast period.
- Briefs accounted for 52.3% of the type segment in 2023, driven by their popularity for comfort and versatility among consumers.
- Multi-brand stores led the distribution channel in 2023, holding a 62.0% share, thanks to their extensive variety and accessibility.
- The online sales channel is expected to expand at a 6.7% growth rate, fueled by the increasing preference for digital shopping platforms.
- The Asia-Pacific (APAC) region dominated the market in 2023, capturing 35.0% market share and generating revenue of USD 13.65 billion, underlining the region’s growing consumer demand.
Lingerie Statistics
- Women spend an average of $162 annually on lingerie, compared to $128 spent by men.
- Purchases for personal use increased by 14% in December compared to earlier months.
- Women represent 30% of total retail sales in North America but account for 40% of all apparel spending.
- Lingerie makes up 4% of all womenswear products sold online in the US and UK.
- 54% of women prefer in-store purchases for lingerie over online shopping.
- Valentine’s Day contributes to 25% of annual lingerie sales.
- 45% of women prefer specialty stores for lingerie shopping.
- Women’s lingerie dominates the market, holding an 85% market share.
- Bras are the largest segment, accounting for over 50% of the market share.
- Cotton is the most popular fabric, making up 43% of lingerie products.
- Body positivity campaigns increased plus-size lingerie sales by 32%.
- The global lingerie market is highly fragmented, with the top 10 players controlling 40% of the market.
- The average woman owns 16 bras.
- 85% of women wear the wrong bra size.
- In the US, the average bra size has grown from 34B to 34DD over 20 years.
- Millennials account for 33% of lingerie purchases.
- Women spend an average of $250 per year on lingerie.
- A bra typically lasts 6-8 months.
- 70% of women own at least one push-up bra.
- The average woman owns 21 pairs of underwear.
- 60% of women prefer matching lingerie sets.
- Women typically own 3 sports bras and 2 strapless bras.
- 78% of women wear the same bra for two or more days consecutively.
- Over a lifetime, women spend 8 months wearing a bra.
- Women aged 25-45 view lingerie as self-expression, with 85% prioritizing comfort and breathable designs.
- 50% of young women prefer bralettes for their style and ease of wear.
- 60% of women aged 25-40 prefer low- or mid-waist panties.
- 90% of women prefer cotton underwear for comfort and skin-friendliness.
- Women-owned lingerie businesses grew by 38%.
- Spending by women aged 45+ increased by 28%.
- Smart fabric use rose by 95% in premium lingerie products.
Emerging Trends
- Emphasis on Comfort and Functionality: Consumers are increasingly prioritizing comfort in their lingerie choices, leading to a surge in demand for wireless bras, bralettes, and sports bras. This shift reflects a move away from traditional underwired designs towards more ergonomic options that cater to daily wear and active lifestyles.
- Rise of Inclusive and Diverse Offerings: Brands are expanding their product lines to accommodate a broader range of body types and skin tones. This inclusivity is evident in the availability of extended sizing and diverse color palettes, aiming to resonate with a wider audience and promote body positivity.
- Integration of Sustainable Practices: There is a growing consumer demand for eco-friendly lingerie options. Manufacturers are responding by utilizing sustainable materials and ethical production methods, aligning with the global emphasis on environmental responsibility.
- Influence of Celebrity Collaborations and Endorsements: Partnerships with celebrities have become a strategic approach to enhance brand visibility and appeal. Notable collaborations, such as those involving Rihanna’s Savage X Fenty and Kim Kardashian’s SKIMS, have significantly impacted market dynamics, attracting diverse consumer segments.
- Adoption of Digital Technologies for Personalized Experiences: The incorporation of artificial intelligence and 3D scanning technologies is revolutionizing the lingerie shopping experience. Brands are offering personalized fitting services through online platforms, improving customer satisfaction and reducing return rates.
Top Use Cases
- Everyday Comfort and Support: A significant portion of lingerie sales is attributed to daily wear items that prioritize comfort and support. For instance, in the United States, bras account for approximately 55.5% of the lingerie market, highlighting their essential role in consumers’ wardrobes.
- Special Occasion and Bridal Wear: Lingerie designed for special events, such as weddings, represents a substantial market segment. In Saudi Arabia, for example, the tradition of gifting bridal lingerie boxes has led to significant sales, with some items exceeding 10,000 units sold within a year.
- Athleisure and Activewear Integration: The fusion of lingerie with activewear, known as athleisure, has gained popularity. This trend is reflected in the increasing demand for sports bras and related apparel, contributing to the overall growth of the lingerie market.
- Post-Surgical and Maternity Needs: Lingerie tailored for post-surgical recovery and maternity support addresses specific consumer requirements. Brands offering specialized products in this category have seen increased demand, particularly as awareness of these options grows.
- Fashion-Forward and Statement Pieces: Beyond functionality, lingerie as a fashion statement has become a notable use case. The trend of incorporating lingerie elements into outerwear has led to a rise in sales of aesthetically driven pieces, appealing to consumers seeking to express personal style.
Major Challenges
- Counterfeit Products: The proliferation of counterfeit lingerie items undermines brand integrity and erodes consumer trust. These imitations often lack the quality and durability of authentic products, leading to negative customer experiences and potential revenue losses for legitimate manufacturers.
- Sustainability and Environmental Concerns: The industry’s reliance on synthetic materials and resource-intensive manufacturing processes raises environmental issues. Brands are under increasing pressure to adopt eco-friendly practices, which can involve substantial investment in sustainable materials and technologies.
- Supply Chain Disruptions: Global events, such as the COVID-19 pandemic, have exposed vulnerabilities in supply chains, leading to delays and increased costs. For example, during the pandemic, many lingerie retailers experienced supply chain disruptions, store closures, and decreased foot traffic, resulting in revenue declines.
- Intense Market Competition: The lingerie market is highly fragmented, with numerous brands vying for consumer attention. This competition necessitates continuous innovation and marketing efforts, which can strain resources, especially for smaller companies.
- Evolving Consumer Preferences: Shifts towards comfort-focused and inclusive products require brands to adapt their offerings. Failing to meet these changing demands can result in decreased market share, as consumers gravitate towards brands that align with their values and needs.
Top Opportunities
- Embracing Inclusivity and Body Positivity: There’s a growing demand for lingerie that caters to diverse body types and sizes. Brands that offer a wide range of sizes and styles can tap into a broader customer base, meeting the needs of individuals seeking products that promote self-confidence and comfort.
- Leveraging E-commerce and Digital Platforms: The shift towards online shopping has opened avenues for lingerie brands to reach a global audience. Utilizing digital marketing strategies and enhancing online shopping experiences can lead to increased sales and customer engagement.
- Innovating with Sustainable Materials: Consumers are increasingly conscious of environmental impacts. Introducing lingerie made from eco-friendly materials and adopting sustainable manufacturing practices can attract environmentally aware customers and differentiate brands in a competitive market.
- Integrating Technology for Personalized Fit: Advancements in technology, such as virtual fitting rooms and AI-driven size recommendations, can enhance customer satisfaction by ensuring better fit and comfort. Implementing these technologies can reduce return rates and build brand loyalty.
- Expanding into Emerging Markets: Regions with rising disposable incomes and changing cultural attitudes towards lingerie present substantial growth opportunities. Tailoring products to local preferences and establishing a presence in these markets can lead to significant market share gains.
Key Player Analysis
- Jockey International Inc.: Established in 1876, Jockey is a leading American manufacturer specializing in underwear, sleepwear, and sportswear for men, women, and children. The company operates in over 120 countries, maintaining a strong global presence. As of 2023, Jockey’s annual revenue is estimated to be between $100 million and $500 million.
- Zivame: Founded in 2011, Zivame is an Indian online lingerie retailer offering a diverse range of intimate wear. The company has expanded its operations to include over 170 proprietary retail stores across India. In 2023, Zivame’s online revenue was reported at $112.1 million.
- Victoria’s Secret: A renowned American retailer, Victoria’s Secret specializes in lingerie, sleepwear, and beauty products. The company operates approximately 1,350 stores worldwide. In 2022, Victoria’s Secret reported net sales of $6.785 billion.
- Hanesbrands Inc.: Based in the United States, Hanesbrands is a multinational clothing company known for its innerwear and activewear. The company reported net sales of $6.23 billion in 2022.
- Triumph International Ltd.: Founded in 1886, Triumph is a Swiss-based multinational underwear manufacturer. The company operates in over 120 countries and reported revenues of approximately $1.58 billion in 2022.
Recent Developments
- In 2024, Bali, America’s leading national bra brand, unveiled Bali Breathe, its most breathable collection yet. With nearly a century of design experience, Bali combines comfort and style in bras, underwear, and shapewear, redefining modern innerwear.
- In 2024, Wacoal Europe Limited completed the acquisition of Bravissimo Group Limited. This strategic move strengthens Wacoal’s leadership in the growing large-cup lingerie and swimwear market.
- In 2023, Victoria’s Secret acquired Adore Me, a digital-first intimates brand. This partnership enhances digital innovation and inclusivity while contributing $250 million in annual sales.
- In 2024, Capri Holdings and Tapestry mutually decided to terminate their merger agreement. The $8.5 billion deal, which aimed to unite six luxury brands, faced unresolved legal challenges.
Conclusion
The global lingerie market is poised for substantial growth, driven by evolving consumer preferences that prioritize comfort, inclusivity, and sustainability. The increasing adoption of digital platforms and technological advancements in personalized fitting are enhancing the shopping experience, contributing to market expansion. Brands that align with these trends and address challenges such as counterfeit products and supply chain disruptions are well-positioned to capitalize on emerging opportunities. As the market continues to evolve, a focus on innovation and responsiveness to consumer demands will be crucial for sustained success.
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