The global women's underwear market is undergoing a profound transformation driven by shifting consumption concepts and socio-cultural changes. According to CIC's Research, the market has expanded over the past 12 years, with comfort-focused underwear showing particularly significant growth.
Recent Market Status
The global lingerie market size was estimated at USD 88.3 billion in 2022, with bras accounting for roughly 41% of sales.
The offline segment held the largest share of over 60.0% in 2022, but online sales are expected to grow at the fastest CAGR of 6.5%.
Asia Pacific dominated the market with a revenue share of over 40.0% in 2022 and is expected to be the fastest-growing regional market for the coming years.
This growth reflects not only women's increased purchasing power but also their increasing self-awareness that underwear has evolved from body-covering necessities to symbols of comfort, health, and identity.
Scenario Diversification & Experience Upgrade
1. Shifting Focus of Competition
The market competition logic has shifted from single-category dominance to multi-scenario penetration:
Traditional systems have expanded, now covering sports, shaping, maternity, and loungewear segments.
Strong support and breathability remain core needs for sports bras. However, through innovations in materials, seamless cuts, and shock-proof structures, sports bras are no longer limited to gyms and have extended to workplaces and daily outfits.
Comfort-tech revolution: Wireless/one-size-fits-all bras have experienced a significant boost in sales. Eco-materials (bamboo fiber, organic cotton) gain traction for skin-friendliness.
Seasonal solutions: Cooling fabrics (Modal, etc.) address summer heat while heating fibers balance warmth and lightness in winter.
These diverging trends in innovation pursue daily-life improvement, marking the industry's transition from mere supplying products to demand deconstruction. As lingerie becomes a tool for shaping lifestyles, its value inevitably becomes deeply intertwined with users' everyday behaviors.
2. Evolution of Sales Channel
Offline: Premium brands provide immersive experiences and customized services in flagship stores to retain high-end customers.
Online: Livestreaming and social platforms (such as TikTok) have become incubators for new brands, linking products to feminist narratives and feminine power.
3. Characteristics of Consumers' Demand
Comfort as the foundation: Consumption considerations turn from physical feel to psychological identity (wire-free bras symbolize rejection of restrictive aesthetics).
Rising awareness of sustainability: Eco-friendly fabric demand rises (200%+ search growth in 2024).
Age-segmented needs: Young people prefer niche designs and sub-cultural elements, and mature consumers value functionality (warmth, antibacterial, etc.) more than appearance.
Expectations
Different sources and models give varied predictive figures, from 135 to 150 billion in 2030, expecting a 4%~8% CAGR. The sources state that the leading reason behind this projected growth is the increase in women's disposable income in post-pandemic economic recovery. However, the recovery was very much short-lived. With the ongoing trade dispute between the US and China and wars among major powers in Asia and Europe, both domestic and international trade suffered, and economic resurgence is in a stalemate. It would not be surprising if women choose cheaper and more durable underwear to save money.
Also, new brands are taking a stand and contending the market shares of established ones such as Victoria's Secret and Calvin Klein. These new brands adopt various strategies to increase their competitive edge, such as focusing on product innovation and sustainability by investing in environmentally friendly materials, new sizing technologies, and more comfortable and durable textiles. The competition in the lingerie industry will be intense, and the only alternative to closing the store is to find a niche and build a loyal customer base.
Last but not least, digital presence is more crucial than ever. Traditional in-store shopping has transformed into effortless purchasing through websites and apps. Online sales will likely surpass the offline segment in 5 years, and all brands should be prepared for that.
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