As per Fortune Business Insights, the global underwear market was valued at USD 96.69 billion in 2025 and is projected to reach USD 101.08 billion by 2026 from USD 137.40 billion in 2034, expanding at a CAGR of 3.91% during 2026–2034.

The Underwear Market is expanding as consumers increasingly prioritize comfort, hygiene, functionality, sustainability, and fashion in intimate apparel. Innovations in natural fabrics, recycled materials, performance-oriented designs, and e-commerce distribution are creating new opportunities for manufacturers worldwide.

Market Overview

Underwear provides comfort, support, hygiene, and protection while helping manage moisture and reduce friction against the skin. Manufacturers are increasingly developing products using organic cotton, bamboo, modal, lyocell, recycled fibers, and blended fabrics to improve softness, breathability, stretchability, and durability. Rising disposable incomes, urbanization, changing fashion preferences, and growing awareness of sustainable apparel are supporting market development. The expanding availability of products through specialty stores, brand outlets, department stores, supermarkets, and online platforms is also improving consumer access.

Market Insights

Asia Pacific dominated the global market with a 48.61% share in 2025, generating USD 47.00 billion. The women segment led the market with a 51.99% share in 2026, supported by increasing demand for comfortable, functional, inclusive, and fashionable products. The mid-range category accounted for 50.54% of the market in 2026, benefiting from consumers' preference for affordable products that combine quality and functionality. Online/e-commerce is becoming increasingly important as consumers seek convenience, discounts, broader product choices, and personalized shopping experiences.

Market Trends

• Growing demand for athleisure and functional innerwear: Consumers are increasingly using performance-oriented underwear for fitness, wellness, casual activities, and everyday wear because of moisture-wicking, breathable, and stretchable fabrics.
• Increasing preference for sustainable materials: Organic cotton, bamboo, recycled fibers, and other environmentally responsible materials are gaining popularity as consumers and brands focus on sustainable apparel.
• Expansion of gender-neutral products: Rising demand for comfortable sizing, flexible fits, and gender-neutral intimate apparel is encouraging manufacturers to diversify their product portfolios.
• Rapid e-commerce adoption: Online platforms provide wider product availability, competitive pricing, personalized recommendations, and convenient purchasing, supporting the growth of digital underwear sales.

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Market Growth Factors

• Rising demand for innovative fabrics: Advancements in cotton-based and blended fabrics are enabling brands to deliver improved softness, durability, breathability, stretchability, and moisture management.
• Growing sustainability focus: Increasing environmental awareness and stricter sustainability expectations are encouraging manufacturers to adopt recycled materials, circular production approaches, and transparent sourcing practices.
• Increasing disposable incomes: Rising purchasing power, particularly across emerging economies, is supporting greater spending on branded, premium, and performance-oriented intimate apparel.
• Digital retail expansion: Increasing smartphone penetration and consumer preference for convenient online shopping are expanding the reach of underwear brands and strengthening e-commerce sales.

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Competitor Analysis

The competitive landscape includes Hanesbrands Inc., Shenzhou International, Gildan Activewear, Delta Galil, MAS Holdings, Calida Group, TAL Apparel, Shandong Ruyi, Lux Industries, Page Industries Limited, PVH Corp. (Calvin Klein), and Jockey International Inc. Leading companies are emphasizing product innovation, sustainability, acquisitions, partnerships, supply chain development, and geographic expansion. Companies are introducing collections using eco-friendly materials and performance fabrics while strengthening digital distribution capabilities. Strategic collaborations and acquisitions are also helping established players expand their portfolios, reach new consumer groups, and strengthen their position in competitive regional markets.