Intimates buying is being reshaped by comfort-first choices and faster uptake of newer styles. Wireless bras and bralettes are gaining ground, while sustainability and fabric innovation are influencing purchasing decisions worldwide. Patterns also vary by region and demographic—how preferences split across Europe, Asia-Pacific, and India can change what brands prioritize. Explore market values, growth rates, and channel shifts shaping demand in 2023.
Key Takeaways
- 68% of women aged 18-34 prefer wireless bras, with 42% citing comfort as primary reason in a 2023 survey of 5,000 U.S. consumers
- 55% of global intimates buyers prioritize sustainability, up from 38% in 2020, based on 2023 Mintel report surveying 12,000 consumers across 10 countries
- In the UK, 47% of women have gone braless regularly since 2020, with 62% of Gen Z leading the trend per 2023 YouGov poll of 2,500 adults
- The global intimates market was valued at USD 98.2 billion in 2022 and is expected to grow at a CAGR of 6.7% from 2023 to 2030, driven by rising disposable incomes and fashion consciousness
- In 2023, the U.S. intimates market generated revenue of approximately USD 28.5 billion, with lingerie accounting for 45% of total sales
- The intimates segment in Europe reached EUR 25.4 billion in 2022, projected to increase by 4.2% annually through 2027 due to premiumization trends
- Wireless and bralettes now represent 28% of global bra sales in 2023, up from 12% in 2018, led by innovations in fabric tech
- Sustainable fabrics like recycled nylon used in 35% of new intimates launches in 2023, brands like Adore Me pioneering
- Men's performance underwear with silver-ion antimicrobial tech grew 22% in sales 2023
- North America holds 32% of global intimates market share in 2023, U.S. dominating at 85% regional volume
- Asia-Pacific consumers aged 18-24 represent 45% of intimates purchases, highest growth demographic, 2023 data
- In Europe, women over 50 account for 28% lingerie spending, preferring support styles
- E-commerce accounted for 38% of global intimates sales in 2023, up from 25% in 2020, driven by Amazon and Shein
- In the U.S., DTC brands captured 22% of intimates market share in 2023 via sites like Savage X Fenty
- Offline retail still dominates Europe at 65% of intimates sales in 2023, department stores 28%
Consumers are driving growth through sustainability, comfort and wireless styles, while e commerce and premiumization reshape global intimates.
Related reading
01 · Category
Consumer Behavior & Preferences27 stats
01
68% of women aged 18-34 prefer wireless bras, with 42% citing comfort as primary reason in a 2023 survey of 5,000 U.S. consumers
02
55% of global intimates buyers prioritize sustainability, up from 38% in 2020, based on 2023 Mintel report surveying 12,000 consumers across 10 countries
03
In the UK, 47% of women have gone braless regularly since 2020, with 62% of Gen Z leading the trend per 2023 YouGov poll of 2,500 adults
04
72% of Indian consumers prefer cotton intimates for daily wear, 29% willing to pay 20% premium for organic variants, 2023 survey of 10,000 by ASSOCHAM
05
U.S. men’s underwear purchase frequency averages 4.2 pairs per year, with 51% choosing boxer briefs, per 2023 NPD consumer panel of 50,000 households
06
61% of European women aged 35+ seek shapewear for post-pregnancy, 38% buy online exclusively, Euromonitor 2023 data from 8 countries
07
In China, 75% of young women (18-25) favor seamless intimates, influenced by KOLs on Douyin, per 2023 Kantar survey of 4,000 urban consumers
08
44% of Brazilian intimates shoppers try products virtually before buying, up 30% since 2021, 2023 CI&T study of 3,500 consumers
09
Globally, 53% of consumers aged 25-44 read reviews before purchasing intimates online, average rating threshold 4.2/5, 2023 Bazaarvoice report from 1M transactions
10
67% of Australian women prefer inclusive sizing (up to 5XL), with 52% loyal to brands offering it, 2023 Roy Morgan survey of 15,000
11
In France, 59% of intimates buyers choose lace designs for special occasions, 71% for daily wear plain styles, IFOP 2023 poll of 2,000 women
12
49% of U.S. Gen Z consumers buy men's intimates as gifts, preferring sustainable bamboo fabrics, 2023 Circana survey of 8,000
13
Japan: 63% of women over 40 prefer high-support bras, 28% switch to nursing styles post-menopause, 2023 Yano Research Institute consumer study
14
76% of South Korean intimates shoppers influenced by idols/K-pop, 41% buy matching sets, 2023 Nielsen Korea panel of 6,000
15
Mexico: 58% of consumers prioritize breathable fabrics in humid climates, 35% eco-friendly, 2023 AMVO e-commerce survey 4,500 respondents
16
52% of UK men aged 18-24 own at least one designer boxer brief set, up 15% YoY, 2023 Mintel men’s grooming report
17
Globally, 64% of plus-size women report sizing inconsistencies across brands, leading to 22% return rates, 2023 Size Inclusive report surveying 10,000
18
In India, 69% of urban millennials buy intimates via apps like Myntra, 47% influenced by influencer endorsements, 2023 RedSeer study
19
71% of Canadian women aged 30-50 seek moisture-wicking intimates for active lifestyles, 2023 Statistics Canada consumer survey
20
Italy: 55% prefer handmade lace intimices, 62% buy from local boutiques, 2023 Confartigianato survey 3,000 artisans/consumers
21
48% of Middle Eastern women favor modest longline intimates, 66% halal-certified fabrics, 2023 WGSN Muslim consumer insights
22
U.S.: 57% of intimates returns due to fit issues, 39% fabric feel, 2023 Narvar returns analysis 500k orders
23
Southeast Asia: 73% of Vietnamese women buy 3-5 bras yearly, preferring push-up styles 51%, 2023 VCCI survey
24
65% of Gen X parents purchase organic cotton kids' intimates, spending 25% more, 2023 Packaged Facts family apparel report
25
Russia: 54% consumers stockpile intimates during sales, average 12 pieces/year, 2023 Wildberries data analysis
26
62% of Spanish women experiment with erotic lingerie annually, 44% via subscription boxes, 2023 AECOC consumer trends
27
Australia: 59% men prefer moisture management underwear for sports, 2023 Sport Australia survey
Interpretation
Consumer Behavior & Preferences Interpretation
Consumer behavior in intimates is shifting strongly toward comfort and values, with 55% of global buyers prioritizing sustainability in 2023 up from 38% in 2020 and 68% of women aged 18 to 34 preferring wireless bras largely for comfort.
02 · Category
Market Size & Growth30 stats
01
The global intimates market was valued at USD 98.2 billion in 2022 and is expected to grow at a CAGR of 6.7% from 2023 to 2030, driven by rising disposable incomes and fashion consciousness
02
In 2023, the U.S. intimates market generated revenue of approximately USD 28.5 billion, with lingerie accounting for 45% of total sales
03
The intimates segment in Europe reached EUR 25.4 billion in 2022, projected to increase by 4.2% annually through 2027 due to premiumization trends
04
Asia-Pacific intimates market is forecasted to grow at the highest CAGR of 8.1% from 2023-2030, valued at USD 35.6 billion in 2022, fueled by urbanization in India and China
05
Lingerie sales in Brazil hit BRL 12.3 billion in 2023, with a 5.8% YoY growth attributed to e-commerce expansion
06
The global shapewear market, a subset of intimates, was worth USD 4.5 billion in 2023 and expected to reach USD 7.2 billion by 2030 at 7% CAGR
07
U.S. bra market revenue stood at USD 9.8 billion in 2022, declining 2% YoY due to braless trends among millennials
08
In 2023, the intimates market in India grew to INR 450 billion, with online sales contributing 28% of total revenue
09
UK intimates sales totaled GBP 3.2 billion in 2022, with nightwear up 12% post-pandemic
10
Global intimates e-commerce sales reached USD 25 billion in 2023, representing 32% of total market penetration
11
The premium intimates segment grew 9.5% in 2023 to USD 15.4 billion globally, led by brands like Victoria's Secret
12
China's intimates market size was CNY 280 billion in 2023, with functional underwear gaining 15% share
13
French lingerie market valued at EUR 2.1 billion in 2022, expected to grow at 3.8% CAGR to 2028
14
In 2023, the Middle East intimates market hit USD 4.8 billion, driven by modest fashion trends at 7.2% CAGR
15
Australian intimates industry revenue reached AUD 2.9 billion in FY2023, with activewear intimates up 18%
16
Global sustainable intimates market projected to grow from USD 5.2 billion in 2023 to USD 12.1 billion by 2032 at 9.8% CAGR
17
Japan intimates sales were JPY 450 billion in 2023, with bra segment declining 4% due to aging population
18
Mexico's intimates market grew to USD 3.2 billion in 2023, e-commerce share at 22%
19
In 2022, the intimates market in South Korea was KRW 8.5 trillion, luxury segment up 11%
20
Worldwide intimates wholesale value increased 5.3% to USD 110 billion in 2023
21
Canadian intimates market revenue was CAD 4.1 billion in 2023, with plus-size segment growing 14%
22
Turkey intimates exports reached USD 1.2 billion in 2023, 10% YoY growth
23
Southeast Asia intimates market valued at USD 12.4 billion in 2023, Vietnam leading production
24
In 2023, the intimates market in Argentina was ARS 250 billion, impacted by inflation but online up 25%
25
Global men's intimates market grew to USD 22.3 billion in 2023 at 7.5% CAGR
26
Italy's intimates sector revenue hit EUR 4.5 billion in 2023, exports 60% of total
27
South Africa intimates market size USD 1.1 billion in 2023, local brands gaining 20% share
28
Russia intimates imports valued at USD 800 million in 2023, down 5% due to sanctions
29
UAE intimates retail sales USD 2.3 billion in 2023, luxury segment 35%
30
Worldwide kids' intimates market projected USD 8.7 billion by 2030 from USD 5.9 billion in 2023 at 5.6% CAGR
Interpretation
Market Size & Growth Interpretation
The market size and growth outlook for intimates is strong, with the global segment reaching USD 98.2 billion in 2022 and projected to grow at a 6.7% CAGR through 2030, while Asia-Pacific leads with the highest 8.1% CAGR and Brazil’s lingerie category expands 5.8% in 2023, signaling sustained momentum in key regions.
03 · Category
Product Trends & Innovations25 stats
01
Wireless and bralettes now represent 28% of global bra sales in 2023, up from 12% in 2018, led by innovations in fabric tech
02
Sustainable fabrics like recycled nylon used in 35% of new intimates launches in 2023, brands like Adore Me pioneering
03
Men's performance underwear with silver-ion antimicrobial tech grew 22% in sales 2023
04
Shapewear with targeted compression zones adopted by 40% of premium brands in 2023, SKIMS leading
05
Lace-free seamless intimates increased 45% in production 2023, favored for athleisure integration
06
Organic cotton nightwear lines launched by 60 major brands in 2023, GOTS certified
07
Adaptive intimates for disabled consumers, front-closure bras, up 30% market entry 2023
08
Cooling gel-infused bra pads patented by 15 brands in 2023, sales boost 18% in hot climates
09
Period-proof intimates with absorbent gussets reached 15% women's underwear share 2023
10
3D body scanning for custom intimates adopted by 20 retailers in 2023, reducing returns 25%
11
Bamboo viscose men's boxers hypoallergenic trend, 28% sales growth 2023
12
Neon and glow-in-dark lingerie for festivals, 12% niche sales spike 2023 Coachella data
13
Post-mastectomy intimates with prosthetic pockets, market doubled to USD 500M 2023
14
Smart intimates with health sensors (posture, temp) prototyped by 8 startups 2023
15
Micro-modal fabrics softer than silk, used in 42% luxury intimates 2023
16
Inclusize bras up to K-cup standard in 70% brands 2023
17
Vegan silk alternatives from lab-grown proteins launched 2023 by Bolt Threads
18
High-waisted shapewear with tummy control panels 55% of sales 2023
19
Kids' intimates with fun prints and tagless designs 35% market shift 2023
20
Anti-odor nanotechnology in intimates, 25% adoption premium segment 2023
21
Lace applique machine innovations cut production costs 20% for 50 factories 2023
22
Maternity intimates with expandable panels, sales up 16% post-COVID baby boom 2023
23
Sheer mesh panels for breathability in 48% sports bras 2023
24
Recyclable packaging for intimates 100% by EU brands 2023 regulation compliance
25
Convertible strap bras multi-wear, 30% inventory preference retailers 2023
Interpretation
Product Trends & Innovations Interpretation
In Product Trends and Innovations, wireless and bralettes surged to 28% of global bra sales in 2023 from 12% in 2018 as brands doubled down on fabric and comfort upgrades, alongside sustainability and antimicrobial and seamless breakthroughs.
More related reading
04 · Category
Regional & Demographic Insights23 stats
01
North America holds 32% of global intimates market share in 2023, U.S. dominating at 85% regional volume
02
Asia-Pacific consumers aged 18-24 represent 45% of intimates purchases, highest growth demographic, 2023 data
03
In Europe, women over 50 account for 28% lingerie spending, preferring support styles
04
Latin America men's intimates penetration 65% among urban millennials, Brazil leading
05
Middle East & Africa modest intimates 70% market, UAE women 25-34 key buyers 40% share
06
U.S. Hispanic consumers 18% of intimates market, growing 8% annually
07
China Gen Z (post-95s) 55% of online intimates sales, prefer trendy sets
08
India Tier 2/3 cities 60% volume growth intimates 2023, women 25-40 driving
09
UK plus-size women (UK16+) 35% of lingerie sales, up from 22% in 2018
10
Japan aging population 65+ 22% nightwear market, functional focus
11
Australia multicultural demographics boost modal fabrics 28% share among immigrants
12
France millennial men 30% underwear spend premium, Paris region 45%
13
South Korea 20-29 females 52% bra purchases, K-fashion influence
14
Canada Indigenous communities 12% higher intimates spend per capita
15
Turkey young adults 18-24 48% e-intimates buyers, Istanbul 60% volume
16
Mexico Gen Z 40% prefer imported brands, urban areas 75% online
17
South Africa black women 65% market, township brands rising 20%
18
Russia urban women 35-44 38% shapewear segment, Moscow premium
19
Vietnam factory workers 70% basic intimates daily, women 18-35 dominant
20
Italy Southern regions 25% lower spend, prefer value packs
21
UAE expat Indians 30% lingerie imports, prefer cotton 60%
22
Brazil favela residents 55% local brands, affordability key for 20-30 demo
23
Spain Boomers 50+ 32% nightwear, prefer traditional retailers
Interpretation
Regional & Demographic Insights Interpretation
Regional and demographic shifts are reshaping demand, with North America holding 32% of global market share in 2023 and U.S. driving 85% of that volume while Asia Pacific’s 18 to 24 year olds account for 45% of purchases, signaling that younger shoppers are the fastest growing force across regions.
05 · Category
Sales & Distribution24 stats
01
E-commerce accounted for 38% of global intimates sales in 2023, up from 25% in 2020, driven by Amazon and Shein
02
In the U.S., DTC brands captured 22% of intimates market share in 2023 via sites like Savage X Fenty
03
Offline retail still dominates Europe at 65% of intimates sales in 2023, department stores 28%
04
China’s Tmall platform sold CNY 50 billion in intimates in 2023 Singles' Day, 40% YoY growth
05
U.S. Walmart and Target together hold 15% of mass-market intimates sales in 2023, private labels 60% of their volume
06
Global intimates subscription box services grew 28% in 2023 to USD 1.2 billion revenue
07
In India, Flipkart contributed 35% of online intimates sales in 2023, festive sales peak at 50%
08
UK high street retailers like Marks & Spencer saw 12% intimates sales decline in 2023, offset by 45% online growth
09
Brazil's Mercado Libre platform hit BRL 5 billion in intimates GMV 2023, 55% mobile orders
10
Luxury intimates boutiques represent 8% of global sales but 25% profit margins in 2023
11
U.S. Amazon Fashion intimates sales up 32% YoY to USD 4.5 billion in 2023, Prime Day key driver
12
France's Galeries Lafayette lingerie dept sales EUR 150 million in 2023, 20% international tourists
13
Southeast Asia Shopee app drove 40% of regional intimates e-sales in 2023, live streaming 25% conversion
14
Men's intimates online penetration reached 45% in Australia 2023, Bonds brand leading
15
Global pop-up stores for intimates generated USD 800 million in 2023 sales, experiential retail trend
16
Japan Uniqlo underwear sales hit JPY 100 billion in FY2023, 70% via 2,300 stores
17
Mexico Oxxo convenience stores sell 10% of basic intimates volume, impulse buys key, 2023 Nielsen data
18
Italy's La Perla direct sales via website up 50% to EUR 20 million in 2023
19
South Korea Coupang platform 28% market share in intimates e-commerce 2023, Rocket Delivery advantage
20
U.S. Nordstrom Rack off-price intimates sales USD 1.1 billion 2023, 18% growth
21
UAE duty-free shops lingerie sales USD 150 million 2023, travelers 80% volume
22
Canada Lululemon intimates line contributed CAD 300 million to 2023 revenue, stores 55% sales
23
Turkey LC Waikiki chain 25% domestic intimates market share 2023, 500 stores
24
Argentina Falabella online intimates up 40% to ARS 50 billion GMV 2023
Interpretation
Sales & Distribution Interpretation
Sales and distribution are shifting decisively toward digital, with e commerce rising from 25% of global intimates sales in 2020 to 38% in 2023 and platforms like Amazon and Shein alongside fast growing subscription boxes driving the momentum.
report visual · Projection
Intimates preference and behavior shifts (recent survey insights)
Across key regions and segments, consumer preferences are shifting—wireless comfort, sustainability, virtual try-ons, and inclusive sizing are becoming stronger buying drivers.
55 Share of consumers (%)
Start
+6.8%
CAGR · 3y
67 Share of consumers (%)
Projected
20202023
Reference
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APA
Karl Becker. (2026, February 13). Intimates Industry Statistics. Gitnux. https://gitnux.org/intimates-industry-statistics
MLA
Karl Becker. "Intimates Industry Statistics." Gitnux, 13 Feb 2026, https://gitnux.org/intimates-industry-statistics.
Chicago
Karl Becker. 2026. "Intimates Industry Statistics." Gitnux. https://gitnux.org/intimates-industry-statistics.
Sources & references
100 datasets cited across this report · attribution is report-level
aboutamazon.com+1 additional datasets cited (not shown individually)