While a surprising 68% of global consumers insist their underwear must be cotton, the $98.6 billion industry is quietly being reshaped by everything from China’s massive 12.5 billion-piece output to the 52% of Gen Z shoppers demanding sustainable brands.
Key Takeaways
- The global underwear market was valued at USD 98.6 billion in 2022 and is projected to reach USD 152.3 billion by 2030, growing at a CAGR of 6.2%.
- In 2023, the U.S. underwear market generated revenue of approximately USD 28.5 billion, with intimates accounting for 45% of total apparel sales.
- China's underwear industry output reached 12.5 billion pieces in 2022, up 8.7% year-over-year.
- 68% of global consumers prefer cotton underwear, with 45% opting for organic variants in 2023 surveys.
- In the U.S., 72% of women aged 18-34 prefer seamless underwear, per 2023 NPD Group study.
- 55% of men worldwide choose boxer briefs as primary style, according to 2023 Mintel report.
- Global underwear manufacturing output reached 45 billion units in 2022, led by Asia at 78% share.
- Vietnam produced 1.2 billion underwear pieces in 2023, 85% for export markets.
- China holds 60% of global underwear production capacity, with 25 billion units annually.
- Online sales accounted for 38% of global underwear revenue in 2023, up from 25% in 2020.
- Amazon captured 45% of U.S. online underwear sales in 2023.
- In China, Tmall and JD.com combined for 60% of underwear e-commerce sales.
- Global underwear market projected to grow at 6.5% CAGR to USD 160 billion by 2030.
- U.S. men's underwear segment to reach USD 35 billion by 2028, CAGR 7.2%.
- China underwear e-commerce to hit USD 50 billion by 2027.
The global underwear industry is experiencing robust growth driven by diverse regional trends and consumer preferences.
Consumer Preferences
- 68% of global consumers prefer cotton underwear, with 45% opting for organic variants in 2023 surveys.
- In the U.S., 72% of women aged 18-34 prefer seamless underwear, per 2023 NPD Group study.
- 55% of men worldwide choose boxer briefs as primary style, according to 2023 Mintel report.
- 42% of European consumers prioritize breathability in underwear purchases, 2023 Euromonitor survey.
- In India, 78% of buyers prefer light-colored innerwear, with 60% brand loyal to Jockey, 2023 Nielsen data.
- 61% of Brazilian women favor lace-trimmed panties, per 2023 Abit consumer poll.
- Global Gen Z (18-24) 52% prefer sustainable underwear brands, 2023 Deloitte survey.
- 49% of U.S. consumers buy underwear based on comfort over style, 2023 Consumer Reports.
- In China, 67% of urban women prefer high-waist underwear post-pandemic, 2023 Kantar study.
- 58% of UK men aged 25-44 opt for moisture-wicking underwear for sports, 2023 YouGov poll.
- 73% of Japanese consumers value anti-bacterial properties in underwear, 2023 Yano Research.
- In Australia, 64% prefer bamboo or modal fabrics for underwear, 2023 Roy Morgan survey.
- 51% of South Korean youth choose seamless boyshorts, per 2023 KATI consumer insights.
- Global parents report 69% of kids prefer cartoon-printed underwear, 2023 Kids Insights report.
- 47% of French women buy thongs regularly, highest in Europe, 2023 IFM Paris study.
- In Mexico, 62% prioritize affordability in underwear choices, 2023 Bancomext survey.
- 59% Middle East consumers prefer modest coverage underwear, UAE survey 2023.
- U.S. athletic underwear preference at 66% for anti-odor tech, 2023 Allied Market Research.
- 54% German buyers seek hypoallergenic underwear, 2023 Destatis consumer data.
- Turkey consumers 71% loyal to local brands like Penti, 2023 ITKIB poll.
- 63% Indonesians prefer stretchy microfiber underwear, 2023 ASEAN consumer report.
- Canada 57% women over 40 choose full-coverage briefs, 2023 StatCan survey.
- African consumers 65% value durability in underwear, Nigeria focus 2023.
- 48% global consumers willing to pay 20% premium for eco-friendly underwear, 2023 Nielsen.
- Russia 60% prefer synthetic blends for winter underwear, 2023 Tadviser.
- Italy 70% luxury lingerie buyers influenced by influencers, 2023 Confindustria.
- Thailand 55% men prefer trunks over boxers, 2023 DFT survey.
- Spain 62% prioritize size inclusivity in brands, 2023 Modaes study.
Consumer Preferences Interpretation
The world’s underwear drawer reveals a universal truth: we all seek a foundation of comfort, whether it’s the sustainable cotton for our conscience, the seamless fit for our sanity, or the moisture-wicking fabric for our gym session, proving that beneath our cultural and personal quirks, we’re united in the pursuit of the perfect underpinning.
Future Projections & Trends
- Global underwear market projected to grow at 6.5% CAGR to USD 160 billion by 2030.
- U.S. men's underwear segment to reach USD 35 billion by 2028, CAGR 7.2%.
- China underwear e-commerce to hit USD 50 billion by 2027.
- Europe sustainable underwear to comprise 40% market by 2030.
- India innerwear market to grow to USD 25 billion by 2028, CAGR 12%.
- Brazil women's lingerie projected USD 8 billion by 2030.
- Global smart underwear with sensors to reach USD 5 billion by 2032.
- North America plus-size underwear to USD 12 billion by 2029.
- Japan anti-aging underwear market growth 4% CAGR to 2030.
- Australia eco-underwear sales to double to AUD 1 billion by 2028.
- South Korea compression underwear to USD 2 trillion KRW by 2027.
- Kids' organic underwear global market USD 15 billion by 2030, CAGR 7%.
- UK shapewear trend to USD 3 billion by 2028.
- Mexico underwear exports forecast USD 1 billion by 2028.
- Middle East luxury underwear to grow 9% CAGR to USD 7 billion by 2030.
- Athletic underwear worldwide USD 35 billion by 2030, tech-driven.
- France recycled fabric underwear 50% adoption by 2030.
- Turkey production capacity to increase 20% by 2027.
- ASEAN underwear market USD 18 billion by 2030.
- Canada men's performance underwear CAGR 8.5% to 2029.
- Africa urban underwear demand USD 12 billion by 2030.
- Bamboo fiber underwear global CAGR 12% to USD 5 billion by 2030.
- Germany VR try-on tech to boost online sales 30% by 2028.
- Vietnam exports to reach USD 5 billion underwear by 2030.
- Russia import substitution to cover 70% market by 2028.
- U.S. subscription models 25% of sales by 2030.
- Italy AI-designed lingerie trend CAGR 15% to 2030.
- Thailand seamless tech underwear 40% market by 2028.
- Spain inclusive sizing to drive 10% growth to 2030.
Future Projections & Trends Interpretation
The world is fundamentally rethinking its foundations, from the tech-infused sensors monitoring our vital signs to the sustainable fabrics hugging our skin, proving that even the most intimate industries are not immune to the tectonic shifts of global demand, environmental conscience, and the universal pursuit of comfort.
Manufacturing & Production
- Global underwear manufacturing output reached 45 billion units in 2022, led by Asia at 78% share.
- Vietnam produced 1.2 billion underwear pieces in 2023, 85% for export markets.
- China holds 60% of global underwear production capacity, with 25 billion units annually.
- Bangladesh underwear factories employ 1.5 million workers, output 3 billion units/year.
- U.S. domestic underwear manufacturing down to 5% of consumption, 2 million units in 2023.
- Sri Lanka's underwear exports from manufacturing hit USD 1.1 billion in 2023.
- Pakistan produces 800 million underwear sets yearly, 70% cotton-based.
- Indonesia's underwear production facilities output 900 million units in 2023.
- Turkey manufactures 500 million units annually, 40% seamless technology.
- Cambodia's garment sector underwear line produced 400 million pieces in 2023.
- India's underwear manufacturing capacity at 8 billion units/year, 90% MSMEs.
- Brazil local production covers 60% of market, 250 million units in 2023.
- EU underwear production totaled 1.2 billion units in 2023, Portugal leading at 30%.
- Mexico factories produce 150 million underwear items yearly for NAFTA markets.
- Egypt's underwear manufacturing output 300 million units, exports to Middle East.
- Global average factory yield for underwear at 92%, waste reduced 15% since 2020.
- U.S. uses automated knitting machines producing 500,000 units/day in key plants.
- China invests USD 5 billion in smart underwear factories in 2023.
- 75% of global underwear uses ring-spun cotton yarn from 40-count fineness.
- Vietnam's dye houses process 2 million tons fabric for underwear annually.
- Labor costs in Bangladesh underwear production average USD 0.15 per unit.
- 40% of production shifted to recycled polyester underwear by 2023 majors.
- Portugal's lace manufacturing for underwear uses 100% artisanal techniques.
- Global supply chain lead time for underwear averaged 45 days in 2023.
- India exports 70% of manufactured underwear to Middle East and Africa.
- Automation in Turkey factories increased output 25% to 20 million units/month.
- 85% underwear production energy from fossil fuels, renewables at 15% globally.
Manufacturing & Production Interpretation
Asia stitches the world into its briefs, with China alone holding the seat of power as its vast factories produce more than half the planet's undergarments, while America's own drawers have been largely outsourced, leaving it with a scant 5% of domestic production tucked away in its closet.
Market Size & Revenue
- The global underwear market was valued at USD 98.6 billion in 2022 and is projected to reach USD 152.3 billion by 2030, growing at a CAGR of 6.2%.
- In 2023, the U.S. underwear market generated revenue of approximately USD 28.5 billion, with intimates accounting for 45% of total apparel sales.
- China's underwear industry output reached 12.5 billion pieces in 2022, up 8.7% year-over-year.
- The European underwear market size stood at EUR 25.4 billion in 2023, driven by premium lingerie segments.
- India's innerwear market was valued at INR 1,20,000 crore (USD 14.5 billion) in FY2023, growing 12% annually.
- Brazil's underwear sales volume hit 450 million units in 2022, with a market value of BRL 15 billion.
- The men's underwear segment globally accounted for 52% of the total market share in 2023, valued at USD 52 billion.
- Women's underwear market in North America reached USD 18.2 billion in 2023, with seamless styles leading at 30% share.
- Japan's underwear market declined to JPY 450 billion in 2023 due to aging population, down 2.1% YoY.
- Australia’s underwear industry generated AUD 2.1 billion in revenue in 2022, with online sales up 15%.
- South Korea's functional underwear market grew to KRW 1.2 trillion in 2023, CAGR 7.5% since 2019.
- The global kids' underwear market was USD 8.7 billion in 2023, expected to grow at 5.8% CAGR to 2030.
- UK lingerie market valued at GBP 2.8 billion in 2023, with 40% from full-figure bras.
- Mexico's underwear imports totaled USD 450 million in 2022, primarily from China and Vietnam.
- Middle East underwear market reached USD 4.2 billion in 2023, led by UAE at 25% regional share.
- Global athletic underwear market size was USD 12.5 billion in 2022, projected to USD 22.8 billion by 2030.
- France's underwear sector sales hit EUR 4.1 billion in 2023, with organic cotton up 18%.
- Turkey's underwear exports amounted to USD 1.8 billion in 2023, 60% to EU countries.
- Southeast Asia underwear market valued at USD 9.8 billion in 2023, Indonesia leading with 35% share.
- Canada's underwear market reached CAD 3.2 billion in 2022, men's segment growing fastest at 9%.
- Africa’s underwear market size estimated at USD 5.6 billion in 2023, Nigeria at 20% share.
- Global bamboo underwear market was USD 2.1 billion in 2023, CAGR 11.2% forecasted.
- Germany's premium underwear sales totaled EUR 3.5 billion in 2023, 55% online.
- Vietnam's underwear production hit 800 million units in 2023, exports USD 2.5 billion.
- Russia’s underwear market valued at RUB 250 billion in 2023, imports down 5% due to sanctions.
- U.S. plus-size underwear segment reached USD 6.8 billion in 2023, 25% market share.
- Italy's lingerie market was EUR 2.2 billion in 2023, Milan fashion week boosting 12% growth.
- Thailand underwear exports grew to USD 1.9 billion in 2023, 70% to U.S. and EU.
- Global shapewear market (underwear subset) USD 4.5 billion in 2023, CAGR 7.1%.
- Spain's underwear industry revenue EUR 1.8 billion in 2023, sustainable lines up 22%.
Market Size & Revenue Interpretation
While humanity's priorities may be debated, the global undercurrent of our collective ambition is clearly woven into a robust, $152-billion tapestry of support, spanning from America's seamless dominance and China's colossal output to India's explosive growth and Japan's demographic decline, proving that no matter the continent, climate, or crisis, our fundamental need for a good foundation garment remains—quite literally—the one thing holding the world together.
Sales Channels
- Online sales accounted for 38% of global underwear revenue in 2023, up from 25% in 2020.
- Amazon captured 45% of U.S. online underwear sales in 2023.
- In China, Tmall and JD.com combined for 60% of underwear e-commerce sales.
- European offline retail still holds 55% underwear market share in 2023.
- Walmart U.S. underwear sales volume 120 million units via physical stores 2023.
- India Flipkart dominated online innerwear at 35% share in FY2023.
- Brazil's Magazine Luiza online underwear sales grew 28% YoY to BRL 800 million.
- UK high street like Marks & Spencer sold 50 million underwear pieces offline 2023.
- Direct-to-consumer brands like MeUndies generated USD 200 million online in 2023.
- Japan Rakuten marketplace underwear sales hit JPY 50 billion in 2023.
- Australia Myer department stores underwear dept. 25% of total apparel sales.
- South Korea Coupang online platform 40% underwear market penetration.
- Global pop-up stores for underwear brands generated USD 1.2 billion in 2023 sales.
- France's Galeries Lafayette lingerie section USD 150 million annual sales.
- Mexico Liverpool chain underwear sales up 15% in omnichannel 2023.
- UAE malls like Dubai Mall underwear kiosks 20% footfall conversion.
- U.S. Target stores underwear category grew 12% via app integration.
- Social commerce via Instagram/TikTok 15% of Gen Z underwear purchases 2023.
- Turkey's Trendyol e-commerce 50% underwear sales share in 2023.
- Indonesia Shopee underwear sales topped 100 million units in 2023.
- Canada Hudson's Bay offline lingerie sales CAD 100 million yearly.
- Africa Jumia online underwear penetration 25% in urban areas 2023.
- Subscription boxes like Adore Me USD 250 million recurring underwear sales.
- Russia Wildberries platform 70% underwear e-sales dominance.
- Italy's Rinascente luxury underwear sales EUR 80 million 2023.
- Thailand Lazada underwear category 30% growth via live streaming.
- Spain El Corte Ingles department underwear 18% total sales.
Sales Channels Interpretation
The global underwear market is a chaotic but revealing tapestry where the convenience of a single click on Amazon is matched by the enduring appeal of a well-fitted department store bra, proving that while we are increasingly comfortable buying our intimates online, we haven't yet stripped offline retail of its fundamental support.
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