Lingerie Market Size & Share Analysis - Growth Trends and Forecast (2026 - 2031)

Global Lingerie Market Trends and Insights

Rising body positivity trends fuel demand for inclusive sizing and styles

Body-positive messaging has evolved from being a focus of social-media activism to becoming a practical reality within supply chains. This shift has driven brands to expand their size ranges and feature models who represent their actual customer base, moving away from traditional runway standards. In 2024, ThirdLove launched a 78-size matrix, utilizing machine-learning algorithms trained on 15 million fit profiles. This approach aims to identify the ideal cup-and-band combinations for underserved body types. Similarly, in 2025, Savage X Fenty expanded its size range to include 4XL. This move was paired with celebrity endorsements that helped normalize lingerie for individuals with fuller figures. These changes are pressuring established players to adapt by updating manufacturing processes and retraining retail staff, which incurs significant short-term costs that smaller brands often cannot manage. Additionally, this shift complicates inventory management, as brands must carry a broader range of sizes without a proportional increase in sales velocity. This dynamic increases working-capital demands and the risk of markdowns. Although regulatory influence in this area remains minimal, voluntary commitments to size diversity are becoming an industry norm, driven by consumer backlash against brands perceived as exclusionary.

Increasing disposable income supports premium and luxury lingerie purchases

The premium lingerie segment is experiencing growth, driven by increasing disposable incomes in emerging markets. According to the Office for National Statistics ^{[1]Office for National Statistics, "Average Household Income", ons.gov.uk}data from 2024, the median household disposable income in the United Kingdom was GBP 43,500. Rising household incomes in Asia-Pacific and the Middle East are fueling increased demand for premium lingerie, contrasting with the luxury-spending fatigue seen in mature markets. Bank of America's 2025 consumer survey highlighted that affluent shoppers in China and India are prioritizing intimate apparel, considering it both a functional need and an aspirational purchase. To address this trend, brands are introducing tiered collections, including mass-market lines for higher sales volumes and exclusive limited-edition silk or lace pieces to achieve better margins. This approach helps brands attract aspirational first-time buyers while retaining repeat customers willing to upgrade. However, the strategy carries the risk of brand dilution if premium and mass-market products are displayed in the same retail spaces or promoted through the same marketing channels. The impact is particularly significant in urban areas, where disposable income growth surpasses inflation, creating high-margin demand pockets within predominantly price-sensitive markets.

Technological innovations like virtual fitting rooms improve customer experience

Virtual fitting technology is overcoming a long-standing obstacle in online lingerie sales: the difficulty of determining fit before purchase. In 2024, Fit:match introduced 3D body-scanning kiosks that quickly capture 150 measurements in less than 30 seconds, providing size recommendations with only a 2% margin of error compared to in-person fittings. In 2025, Google launched an AI-powered virtual try-on tool that overlays lingerie onto user-uploaded images, adjusting for unique body shapes, skin tones, and lighting conditions. Adore Me partnered with Veesual in early 2026 to bring augmented-reality fitting to its mobile app. These advancements simplify the online shopping experience and open up markets in regions with limited physical store access or cultural sensitivities around in-person fittings. Additionally, the technology generates proprietary data on body shape distributions, helping brands optimize inventory management and product design. While adoption is primarily concentrated in North America and Europe, due to high smartphone usage and robust broadband infrastructure, pilot projects are being tested in urban India and Southeast Asia.

Celebrity endorsements and social media marketing enhance brand visibility

In 2024, Victoria's Secret overhauled its marketing strategy, moving away from its discontinued Angels franchise. Instead, it launched campaigns featuring Gigi Hadid and Hailey Bieber, focusing on authenticity rather than fantasy. Similarly, in 2025, Rihanna's Savage X Fenty capitalized on Instagram and TikTok, generating an impressive 1.2 billion impressions. This social media traction converted into direct-to-consumer sales, avoiding the challenges of wholesale markdowns. The data highlights a clear trend: influencer posts on digital channels provide a lower cost per acquisition compared to traditional mediums like television or print. Additionally, real-time engagement metrics enable brands to adjust creative content within days instead of waiting for quarterly updates. However, heavy reliance on celebrity endorsements carries risks. A brand's equity can be significantly impacted by an endorser's personal reputation, and algorithm changes on social platforms can drastically reduce organic reach. Meanwhile, smaller brands without access to celebrity endorsements are leveraging micro-influencers. These influencers, while charging lower fees, achieve higher engagement rates within targeted niche communities.

Counterfeit and low-quality products dilute brand value and consumer trust

Counterfeit lingerie not only undermines brand equity but also poses safety risks. Fake products frequently utilize substandard materials, leading to skin irritations or inadequate support. This issue is especially pronounced in e-commerce, where visual checks are limited, and consumers often prioritize price over authenticity. In 2024, U.S. Customs and Border Protection reported seizing nearly USD 5 billion worth of counterfeit luxury items, including fashion and footwear products ^{[2]United States Customs and Border Protection, "The Truth Behind Counterfeits", cbp.gov}. The problem is exacerbated on online marketplaces, where third-party platforms frequently list counterfeit lingerie at discounted prices, undermining legitimate retailers. In response, brands are turning to blockchain authentication and QR-code traceability to fight counterfeits. However, these solutions come with added costs and necessitate consumer education. Furthermore, the rise of counterfeits muddles demand signals for brands, making it challenging to discern between genuine shifts in consumer preference and a move towards cheaper imitations. This confusion complicates inventory management and the development of new products.

Intense competition from local and unbranded players pressures pricing

Local and unbranded manufacturers in India, China, and Southeast Asia reduce prices by 30% to 40% compared to multinational brands. They achieve this by utilizing lower labor costs, limiting marketing expenses, and distributing directly through neighborhood retailers. In 2024, India's Zivame and Clovia expanded into tier-2 cities, offering cotton bras priced between INR 300 to INR 500 (USD 3.60 to USD 6.00), significantly lower than the INR 800 to INR 1,200 (USD 9.60 to USD 14.40) range of international brands. In 2025, local players in China captured 55% of the mass-market segment by adapting designs to regional preferences and maintaining faster inventory turnover than global competitors. This pricing strategy pressures multinationals to either introduce budget sub-brands or accept reduced margins, while also limiting their ability to pass on rising input costs to consumers. Furthermore, unbranded manufacturers benefit from regulatory loopholes, often bypassing safety tests and labor standards, which add costs for compliant firms and create an uneven competitive environment.

Segment Analysis

By Product Type: Brassieres Anchor Revenue While Innovation Diversifies Offerings

Brassieres accounted for 58.36% of the 2025 revenue and are projected to grow at a rate of 9.27% through 2031. This growth is driven by the introduction of expanded size ranges and the use of moisture-wicking fabrics, enhancing their appeal for activewear. In 2024 and 2025, wireless and bralette styles gained popularity as work-from-home trends persisted, with consumers favoring comfort over traditional structured support. Briefs, the second-largest category, capitalized on the athleisure trend. Seamless and high-waisted designs in briefs increasingly blurred the distinction between intimate apparel and outerwear. Other product categories, such as shapewear, camisoles, and sleepwear, hold a smaller market share but are attracting significant innovation. Efforts are particularly focused on sustainable materials and adaptive designs tailored for postpartum and mastectomy customers.

The shift toward inclusive sizing is significantly altering manufacturing dynamics and economics. Brands are now required to stock between 50 to 80 SKUs per style, a substantial increase from the historical range of 20 to 30 SKUs. This shift has led to higher inventory carrying costs and an elevated risk of markdowns if demand forecasts are inaccurate, posing challenges for inventory management and profitability. Despite limited regulatory influence, voluntary commitments to size diversity are becoming increasingly important in the competitive landscape. These commitments are now viewed as essential by consumers, who are more likely to penalize brands perceived as exclusionary. As a result, inclusive sizing has emerged as a critical factor for brands aiming to maintain relevance and competitiveness in the market.

Note: Segment shares of all individual segments available upon report purchase

By Price Range: Premium Segment Outpaces Mass Despite Luxury Headwinds

Mass-market lingerie accounted for 75.84% of the revenue in 2025, targeting price-sensitive consumers in emerging markets and budget-conscious shoppers in developed economies. At the same time, the premium segment is projected to grow at a rate of 9.62%. This growth is driven by affluent buyers who, despite a general slowdown in luxury spending, are choosing to "trade up." In both China and India, affluent shoppers increasingly perceive intimate apparel as both a necessity and an aspirational luxury. Premium brands are distinguishing themselves through strategies such as limited-edition fabrics, celebrity collaborations, and unique retail experiences. For instance, La Perla opened a flagship store in Dubai in 2024, featuring private fitting suites and champagne service, aimed at high-net-worth individuals willing to spend between USD 200 to USD 500 per piece.

The gap between mass and premium segments continues to widen. Brands are introducing tiered collections to appeal to both segments, but this approach risks brand dilution, particularly when premium and mass products share the same retail or marketing platforms. In 2025, Hanesbrands launched a premium sub-brand that highlighted organic cotton and lace and was priced higher than its core Hanes line. However, the brand struggled to establish its luxury credibility among consumers. Conversely, premium brands like Chantelle and Calida are exploring more accessible price points to sustain volume, though they face challenges with margin compression affecting profitability. The premium segment's resilience is attributed to its relatively lower price point compared to luxury handbags or jewelry, making it a more attainable entry into luxury for younger consumers who are building brand loyalty.

By Material: Recycled Fibers Disrupt Synthetic Dominance

In 2025, synthetic materials, nylon, polyester, and spandex, comprised 45.41% of sales due to their stretch, durability, and cost benefits. However, recycled and bio-based fibers are projected to grow at an annual rate of 9.36%, driven by sustainability mandates and increasing consumer activism. Organic Basics secured GOTS approval for its entire cotton supply chain in 2025, ensuring traceability from farm to finished garment and eliminating harmful dyes. Cotton remains a preferred choice for everyday essentials, particularly in warmer climates where its breathability is prioritized over the performance advantages of synthetics. Silk and satin cater to the luxury segment, appealing to occasion-based purchases and gifting, though their market share is restricted by price sensitivity and maintenance requirements.

The European Union is introducing the Ecodesign for Sustainable Products Regulation, expected to take effect in 2027. This regulation will require apparel brands to disclose carbon footprints and design products with recyclability in mind, accelerating the shift toward bio-based materials. However, the higher costs of sustainable materials limit their adoption in price-sensitive markets, forcing brands to manage margin compression. Furthermore, certifications add audit expenses and supply-chain complexities, which disadvantage smaller players and consolidate market share among larger firms with greater resources. To balance performance, sustainability, and cost, brands are exploring blended fabrics that combine recycled polyester with organic cotton. However, a lack of consumer awareness continues to hinder widespread acceptance.

By Distribution Channel: Specialty Stores Lead Market Share as E-commerce Growth Continues

In 2025, specialty stores represented 42.17% of sales, leveraging trained fitters and curated selections to meet the needs of customers who prefer in-person service. Meanwhile, online retail is expected to grow at a rate of 10.02%, fueled by virtual fitting tools and influencer marketing that simplify the remote shopping experience. In early 2026, Adore Me partnered with Veesual to integrate augmented-reality fitting into its mobile app, resulting in an 18 percentage point reduction in return rates within the first quarter. Supermarkets and hypermarkets appeal to budget-conscious shoppers seeking basic cotton styles, while other channels, such as direct sales and subscription boxes, cater to niche segments that prioritize convenience or curated offerings.

Omnichannel strategies are increasingly merging sales channels. In 2024, Victoria's Secret relaunched its e-commerce platform, incorporating AI-driven size recommendations and same-day delivery in metropolitan areas, successfully reclaiming customers who had shifted to digital-first competitors. However, the growth of e-commerce has intensified price competition, as consumers can quickly compare products across numerous brands, compressing profit margins and benefiting companies with superior logistics. In rural areas, last-mile delivery costs remain a significant challenge, while smaller players in cross-border e-commerce face obstacles such as tariffs and customs issues that hinder international expansion. This shift has also fragmented customer acquisition efforts: brands must now optimize for search algorithms, social media platforms, and influencer partnerships simultaneously, increasing both marketing complexity and costs.

Note: Segment shares of all individual segments available upon report purchase

Geography Analysis

In 2025, the Asia-Pacific region accounted for 62.38% of the revenue share and is expected to grow at a rate of 10.14% through 2031. This growth is primarily driven by increasing middle-class incomes in China and India. Notably, tier-2 and tier-3 cities in these countries are emerging as key areas for new customer acquisitions. Furthermore, the rising participation of women in the workforce supports market growth. For example, data from India's Ministry of Statistics and Programme Implementation showed an increase in female labor force participation from 33.4% in April–June 2025 to 33.7% in July–September 2025 ^{[3]Ministry of Statistics & Programme Implementation, "PERIODIC LABOUR FORCE SURVEY (PLFS)", pib.gov.in}. Although logistics costs in China's lower-tier cities are higher than in coastal hubs, discouraging brands from offering full assortments, e-commerce platforms like Tmall and JD.com are addressing these challenges by providing subsidized shipping and virtual fitting tools. Japan's market, which matured earlier, is led by brands like Wacoal and Triumph. These companies focus on innovations catering to an aging population, with products such as wider bands and softer fabrics gaining traction in 2024 and 2025. Southeast Asia's market is fragmented: Indonesia and Thailand prefer locally priced brands, while Singapore and Malaysia's higher disposable incomes and exposure to Western fashion trends drive premium market penetration.

North America and Europe together contributed approximately 30% of the 2025 sales. However, both regions faced challenges from market saturation and shifting consumer preferences. In Europe, a growing emphasis on sustainability increased demand for GOTS-certified organic cotton and recycled polyester. This trend is expected to accelerate with the European Union's Ecodesign for Sustainable Products Regulation, set to take effect in 2027, which will require carbon-footprint disclosures. Canada and Mexico displayed differing market dynamics: Canada followed U.S. trends, focusing on inclusive sizing and digital platforms, while Mexico's market remained divided between premium imports and local unbranded products.

Urban centers in South America, the Middle East, and Africa drove the remaining market share. Brazil's lingerie market benefited from a strong domestic manufacturing base and a cultural preference for bold designs. However, economic instability and currency depreciation constrained growth in the premium segment. The Middle East's luxury demand, supported by high incomes in Gulf Cooperation Council countries, faced challenges due to conservative cultural norms that limited advertising and product visibility. As a result, brands relied on word-of-mouth and influencer partnerships. South Africa's market reflected broader African trends: organized retail penetration remained low, and distribution challenges in smaller cities hindered brands from tapping into latent demand. Nevertheless, the adoption of mobile commerce provided an opportunity to reach underserved consumers.