Underwear Market landscape & Growth Analysis, 2026-2030

The Underwear Market at a Crossroads of Comfort, Technology, and Conscience

The global underwear market is undergoing significant changes. It is no longer just about basic needs and fashion trends. This complex industry is now driven by consumer preferences for personal wellness, self-expression, and social responsibility. 

From 2026 to 2030, underwear will represent more than just an undergarment. Today's consumers expect comfort, technology, and ethical production in one product. To succeed, brands must adopt a broad strategy that addresses these connected demands. This article guides navigation in this evolving market.

Key Underwear Market Findings (2025-2030):

• Strong Growth: The global underwear market is growing steadily. It is expected to exceed USD 140 billion by 2030. Women's lingerie is growing at around 6.1% annually, while men's underwear grows at 5.4% to 5.6%.

• Sustainability & Tech Driving Change: Eco-friendly materials like organic cotton and advanced technology like seamless knitting are now key for growth. Consumers expect them.

• Digital Sales Surge: Online sales, especially Direct-to-Consumer (D2C), are booming. The D2C market is expected to grow by over 20% annually.

• Niche Markets Expanding: Areas like plus-size, adaptive, and athleisure underwear are seeing significant growth due to body positivity and changing lifestyles.

Global & Vietnamese Underwear Market Overview

Global Market Size and Growth Projections (CAGR)

The global underwear market is growing steadily due to changing consumer needs and more product options. Research confirms the market's strong financial size and prospects.

The women's lingerie market was worth USD 88.32 billion in 2022. It is expected to grow to USD 141.81 billion by 2030, with a 6.1% average annual growth rate. This growth is driven by new products like shapewear and loungewear, the body positivity movement, and ongoing fashion trends.

The men's underwear market is steadily growing. It was valued at $37.11 billion in 2022 and is projected to hit $56.68 billion by 2030, growing at about 5.4% to 5.6% annually. This increase is largely because men are focusing more on hygiene and prefer high-performance fabrics.

The global market for innerwear, which includes items like vests, camisoles, bras, and briefs, was valued at $82.46 billion in 2022. It's expected to grow to $121.74 billion by 2030, with a 5% increase each year. The women's market is growing a bit faster because it offers more variety. Men's underwear mainly focuses on comfort and cleanliness, but women's underwear is also influenced by fashion, personal style, and the idea of being inclusive, which creates more chances for women's brands to succeed.

The Vietnamese Market: Analysis of a High-Potential Region

Vietnam's underwear market is set to grow very quickly. From 2024 to 2032, it's expected to expand by 8.51% each year, which is much faster than worldwide growth. This boost comes from people earning more money, young people being very interested in fashion, and more online shopping making products available everywhere.

Vietnam is a key part of the Asia-Pacific (APAC) region, the world's largest and fastest-growing underwear market. Valued at USD 26.18 billion in 2024, the APAC market is expected to grow 7.7% annually (2025-2030). Vietnam benefits from this growth due to shared consumer trends, strong supply chains, and an increasing demand for quality brands.

Vietnam is a top-three global textile and garment exporter. In 2022, the nation's export revenue exceeded USD 44 billion, along with USD 1.337 billion in knitted underwear exports in 2023. This is due to:

• Low Production Costs: Vietnam has competitive labor costs, but maintains good quality compared to other low-cost regions.

• Skilled Workforce: It has a large, young, and well-trained workforce.

• Trade Deals: Vietnam's trade agreements, like EVFTA and CPTPP, give it tariff advantages, making exports more competitive.

In-Depth Market Segmentation Analysis

A granular analysis of the underwear market reveals distinct dynamics across its key segments. Understanding these nuances is critical for brands to effectively target consumers and tailor their product offerings.

#1:  Men's, Women's, and Children's Segments

Women's Underwear: The women's underwear market is the biggest and most complicated segment of the entire underwear industry. In the Asia-Pacific region specifically, it accounted for 64.8% of the market in 2024. Bras are particularly important, making up over 55% of the global lingerie market. This segment is constantly evolving due to trends like body positivity, the rise of athleisure, and the constant introduction of new styles.

Men's Underwear: The men's underwear market is growing steadily, mainly because men want comfort, good hygiene, and performance from their underwear. While classic boxer briefs are still the most popular, trunks are becoming very popular. This shows that men now prefer a modern style that offers both the support of a brief and the coverage of a boxer, making them good for daily wear and light exercise.

Children's Underwear: The children's underwear market is growing very quickly, with some predictions showing growth as high as 14.1% annually. This is mainly because parents are buying underwear for their kids based on comfort, hygiene, and how long it lasts. There's also a growing demand for eco-friendly and allergy-safe materials like organic cotton, as parents are increasingly concerned about sustainability and what touches their children's skin.

#2: Luxury, Mid-Range, and Mass-Market Dynamics

The underwear market is divided into three main price categories, and each one has its own unique features and growth patterns.

Mass-Market Dominance: The everyday, budget-friendly underwear market is the biggest part of the industry, making up about 76% to 83% of all lingerie sales. This is because these products are widely available in large stores, and people are very sensitive to their prices, especially with the current rising costs.

Premium Growth: Even though the everyday, affordable underwear market is the largest, the premium (more expensive) segment is expected to grow the fastest, at almost 9% annually. This is happening because people in developing countries have more money to spend, and consumers are now more willing to buy higher-quality items that offer better comfort, last longer, and have a stronger brand reputation.

While cheaper underwear sells the most, pricier options are growing faster. This means "value" for customers now includes how long something lasts, its quality, and if it is made ethically, not just a low price. People want durable and good-quality items; men focus on durability, while women seek comfort and style.

#3: Product Line - Everyday Basics, Fashion, Activewear, and Shapewear

Everyday Basics: Everyday underwear like briefs, boxers, and basic t-shirts make up the largest part of the market by volume. Cotton is the most popular material for these items, used in 68.6% of men's and 47.2% of women's underwear, because it is comfortable, breathable, and unlikely to cause allergies.

Fashion Lingerie: This type of underwear is all about looks, focusing on colors, patterns, and overall design. Social media, influencers, and celebrities play a big role in quickly making certain styles popular.

Activewear & Athleisure Underwear: This growing market combines underwear and sportswear. The global sports underwear market is expected to grow by 8.8% to 8.9% annually. This area is seeing a lot of new technology, requiring advanced fabrics that wick away moisture, prevent odors, and provide compression. It also uses advanced building methods like seamless knitting to improve comfort and prevent rubbing during exercise.

Shapewear: Shapewear, once just about function, is now a rapidly growing part of the intimate apparel market, expected to grow by 6.8% annually. This growth is thanks to the body positivity movement, which has changed how shapewear is viewed. Instead of being used to "fix" flaws, it is now seen as a way to "smooth," "enhance," and boost confidence under clothes, attracting a much wider range of customers.

The Four Trends Redefining the Underwear Industry

Four major trends are currently changing the underwear market. These are not just temporary trends; they are deep, basic shifts in what consumers care about and what technology can do, and they are setting new rules for the whole industry. 

#1: Sustainability is the New Standard

Consumers now care deeply about environmental and social responsibility when making purchasing decisions. For brands, being committed to sustainability is not just a bonus anymore; it is a vital part of what makes them valuable to customers.

Conscious Consumerism: People are learning about fast fashion's harm, like waste and pollution. They now want more responsible brands. 8 out of 10 shoppers will pay up to 5% more for sustainable items. This clearly shows a market for ethical products, driving demand for honest, eco-friendly, and ethical production.

Innovation in Sustainable Materials: The clothing industry is creating new materials to harm the environment less. For example, organic cotton uses much less water and energy than regular cotton, and it is better for nature and farmers. Also, recycled fibers like polyester from plastic bottles and nylon from old fishing nets are being used more. These materials reduce waste and need much less energy to produce than new ones.

The Rise of Ethical Production and Certifications: Brands use international certifications to prove their claims and build trust. GOTS ensures products are at least 70% organic and made ethically. OEKO-TEX® STANDARD 100 guarantees textiles are free from over 1,000 harmful substances, making them safe for people.

#2: The Revolution in Technology & Advanced Materials

Technological advancement is not just improving existing products; it is creating entirely new categories and possibilities within the underwear market.

The Ascendancy of Seamless Technology: Seamless knitting is a breakthrough in underwear making. This technology uses special machines to create a whole garment directly from yarn, avoiding cuts and seams. This means extra comfort, no rubbing, and a smooth "second-skin" fit perfect for activewear. 

Seamless underwear also stretches well, lasts longer, and is more sustainable because it greatly reduces fabric waste during production. This demand for seamless products is causing huge market growth, especially with the popularity of athleisure and a general preference for comfortable clothing.

The Emergence of Smart Fabrics: Smart fabrics have tiny electronics and sensors built in that can detect and share information about the wearer or their surroundings. This new market is expected to reach over $51 billion by 2035. Underwear is perfect for this technology because it is always touching the skin. Right now, smart underwear can monitor health signs like heart rate and sleep, or even detect infections. 

Smart fabrics are growing incredibly fast. What is now a specialized, high-tech product is expected to become a major health and wellness item by 2030. For brands, this is a huge chance to innovate and stand out. For manufacturers, mastering how to include smart components in fabrics will be a strong advantage, leading to valuable partnerships with companies in fashion and medical technology.

#3: The Ascendancy of Diversity & Inclusivity

The body positivity movement has evolved from a social media conversation into a powerful commercial force that has fundamentally and permanently altered consumer expectations in the lingerie and underwear market.

The Movement's Impact: This movement promotes accepting and celebrating all body types, sizes, ages, and skin tones. It directly opposes the limited and unrealistic beauty standards often seen in past underwear ads.

How the Market Changes: More and more people want underwear in a wide range of sizes. Brands that offer sizes from XXS to 4XL have gained many loyal customers and a large part of the market. In early 2024, sales of body-positive lingerie in New York jumped by 48% compared to the previous year. 

Moreover, the concept of a "nude" undergarment has been redefined. "Nude" underwear now means many skin tones, not just one beige. The era of hyper-sexualized marketing targeted at a male gaze is over. Consumers now prefer ads with diverse, relatable models that promote self-acceptance and confidence.

#4: The Dominance of Direct-to-Consumer (D2C) & E-commerce

The shift from physical retail to digital channels is the most significant structural change in the apparel market, and the underwear category is at the forefront of this transformation.

The Digital Shift: E-commerce is unequivocally the fastest-growing distribution channel for underwear. Projections for online lingerie sales show a CAGR ranging from 10% to as high as 18%, far outpacing the growth of brick-and-mortar retail. This is part of a broader trend, with the overall D2C market forecast to grow at a staggering 20.1% CAGR.

Why the D2C Model is Winning: Selling directly to customers (D2C) helps brands make more money and control their brand, prices, and the whole customer experience. D2C also provides valuable customer data, allowing brands to improve products and marketing strategy and quickly launch new items.

Implications for the Supply Chain: The growth of direct-to-consumer (D2C) sales means manufacturers need to be more flexible. D2C brands require partners who are as agile as they are. They must be able to handle smaller, more frequent orders, offer more customization, and ensure top-notch quality, as online customers are quick to share bad experiences.

Opportunities & Challenges for Businesses

The shifting landscape of the underwear market presents a dual reality for apparel businesses: a wealth of new opportunities for agile and forward-thinking brands, alongside a set of formidable challenges for those slow to adapt.

Opportunities

• Domination Through Niche Specialization: The booming athleisure market offers a huge chance for underwear that's functional, tech-forward, stylish, and comfortable. Also, the body positivity movement has created a big market for plus-size and adaptive wear, where brands can build strong loyalty by serving diverse body types. Finally, consumers are willing to pay more for sustainable and ethical products, allowing brands to build their identity around values rather than just price.

• Building a Resilient D2C Brand: The Direct-to-Consumer (D2C) model lets brands sell directly to customers. This gives them full control over their brand and their reputation, helping them build a loyal customer base and earn more money by having fewer middlemen.

• Leveraging Strategic OEM/ODM Partnerships: For brands without their own factories, choosing a manufacturing partner is a key decision. A good partner is more than just a supplier; they offer cost savings, access to new tech like seamless knitting, knowledge of eco-friendly materials, and the flexibility needed to succeed in fast-moving online sales.

Challenges

• Intense Competition: The underwear market is extremely crowded. Many different types of brands, from old, well-known companies to new online businesses, store brands, and cheap fast fashion, are all fighting for customers, making it a very competitive space.

• Complex Supply Chain: Managing a global supply chain is difficult. For brands relying heavily on imported materials adds risk. This can lead to unstable costs, shipping delays, and political problems, which can disrupt production and reduce profits.

• Sustainability and Compliance Standards: Demand for sustainable products is becoming complicated and expensive for brands. They are under pressure from both customers and governments to be transparent and meet strict certifications, which means spending a lot on finding materials, checking quality, and following rules throughout their supply chain.

• Technological Adoption Cost: To stay competitive, businesses must constantly invest in new technology, like seamless knitting machines, 3D design software, and AI forecasting tools. However, the high cost of this equipment and the need for skilled workers can be a major challenge, especially for smaller companies.

Market Forecast for the 2026-2030 Period

Looking at current trends, the underwear market will keep changing in the coming years. It will become even more specialized, use more technology, and focus more on sustainability.

Key Projections for Men's and Women's Markets

• Women's Market Evolution: The women's underwear market will keep growing, especially in the premium, athleisure, and inclusive areas. It will become even more specialized, with brands succeeding by creating products for specific needs. We'll also see more "lifestage lingerie," meaning underwear designed for the comfort and needs of different age groups. Details can be found in our article on Women's Lingerie Trends in the next 5 years.

• Men's Market Convergence: In men's underwear, health, comfort, and performance are coming together. Hybrid styles like trunks, which combine briefs and boxers, will likely keep growing in popularity. Beyond just wicking away sweat, men will want underwear with features like germ protection, temperature control, and better support. The forecast for men's underwear trends over the next 5 years will include these factors.

The Next Frontier: Anticipated Developments in Technology and Materials

• Seamless 2.0 and Data-Driven Design: Seamless clothing will get smarter. Future designs will use body data to create garments with specific areas for compression, airflow, and support. This will lead to clothing perfectly designed for the human body, based on research from sports and daily comfort.

• Smart Fabrics Enter the Mainstream: As smart technology gets cheaper and better integrated into underwear, it will move beyond just a niche product to a common health tool. We'll see more smart underwear for fall detection and checking vital signs, and for managing long-term health issues, making underwear a simple health device.

• The Rise of True Circularity: Using recycled plastic bottles for sustainability is just a step. The real goal is to fully recycle old clothes into new fibers and use advanced bio-materials. This means breaking down used polyester and nylon to make brand-new, high-quality material, creating a truly circular and sustainable clothing industry.

K&G Garment - Your Strategic Partner for Market Success

More Than a Manufacturer: A Partner with Deep Market Insight

In today's fast-changing market, choosing a manufacturing partner is a key strategic decision, not just a simple purchase. A brand's success in innovation, quality, and adapting to market changes depends directly on its supply chain partners. K&G Garment aims to be more than just a factory; we want to be a strategic partner, offering the skills, technology, and market knowledge needed to help clothing brands succeed.

K&G's Capabilities Aligned with Analyzed Trends

Flexible and Scalable OEM/ODM Production: Today's clothing market needs flexible manufacturers. K&G Garment meets this need by making products to exact client designs (OEM) or using available designs (ODM). We can handle any order size, from small custom runs for new businesses to large orders for global stores. 

Mastery of Advanced Seamless Technology: Seamless technology is a key factor driving growth in the underwear market, and that is K&G Garment's specialty. We can produce comfortable, high-performing, and attractive garments that are most wanted by consumers. As illustrated by our products and services. 

Expertise in Sustainable and Innovative Materials: Companies must understand new fabrics to make sustainable products. K&G Garment uses eco-friendly materials and energy-saving production. Moreover, our expertise in fabric properties is shown in many of our articles. 

Rigorous Quality Control for Demanding Channels: For online clothing brands, product quality is key. A bad review can damage brand image and cause product returns. K&G Garment provides high-quality, custom clothing, trusted by big brands. For online sellers, choosing a manufacturer focused on quality is essential to lower risks.

A Call for Strategic Collaboration

K&G Garment would like to invite clothing brands to cooperate, whether you are building your own brand or already have an established brand. This partnership is about more than just making products; it is about working together, understanding the market, and creating excellent items. K&G encourages you to reach out to discuss how we can help your brand succeed and make your ideas happen.

For wholesale orders and to explore business collaboration opportunities, please contact us directly:

• E-mail: manufacture@kgvietnam.com

• Telephone/WhatsApp: (+84) 888969887

Conclusion

Future underwear will combine great products, new technology, and a focus on people's needs. Successful brands will understand that quality means durability and being eco-friendly. They'll use technology for comfort and health, and tell powerful stories about inclusion, honesty, and shared values. Brands that can combine these elements will create truly valued products.