insight into the innerwear market report
                     $16.45 Billion & Beyond: The Evolving 
North  American Innerwear Market - Trends, 
Challenges,  & Opportunities
In the ever-evolving landscape of the fashion industry, the innerwear market 
stands as a  significant segment, catering to the basic yet essential needs of 
individuals. As we delve into  the intricacies of this market, let's explore its size, 
growth trends, and future outlook, along  with the challenges and opportunities it 
presents.
Understanding the Innerwear Market
The innerwear Sector encompasses a diverse range of products, including bras, 
panties,  briefs, boxers, undershirts, and more. It plays a crucial role in the 
apparel sector, serving as  the foundation for comfort and confidence. According 
to the Indian Innerwear Market  Report, the Indian innerwear market size was 
valued at USD 14.5 billion in 2021, with a  projected growth rate of 8.7% during the 
forecast period (2022-2027).
Innerwear Market Size and Innerwear Market Growth 
 Rate
The North American lingerie market is expected to reach USD 16.45 billion by 
2029,  growing at a compound annual innerwear market growth rate (CAGR) of 
4.54% during the  forecast period (2024-2029).
Analysis of Innerwear Market Trends and Analysis
The North American lingerie market is expected to reach USD 16.45 billion by 
2029,  growing at a CAGR of 4.54%. This growth is driven by several trends, and 
the statistics  paint a clearer picture of their impact:
The North American lingerie market is expected to experience continued 
growth in the  coming years, driven by several key innerwear market trends, 
each supported by relevant  statistics:
1. Rising Disposable Income and Working Women:
● Impact: This trend leads to a growing demand for fashionable and 
premium lingerie  as women are willing to spend more on these products.
● Supporting statistics: The female labor force participation rate in the US 
reached  58.2% in 2023, indicating a significant population with the potential 
for higher lingerie  spending. The average working woman in the US is 
estimated to earn USD
55,718 annually in 2023, further increasing disposable income for lingerie 
 purchases.
● Analysis: This trend presents an opportunity for brands to offer higher-
priced lingerie  with sophisticated designs and innovative features. 
However, it also necessitates  effective marketing strategies that target 
this specific consumer segment and  highlight the value proposition of 
their products, potentially focusing on the interplay  between quality, 
design, and empowerment.
2. Shifting Perception of Lingerie:
● Impact: The COVID-19 pandemic's influence on comfort wear has led to 
a shift in  perception of lingerie, from solely a necessity to a fashionable 
wardrobe staple.
● Supporting statistics: The comfort-focused lingerie segment is projected to 
have a  5.2% annual growth rate by 2028, reaching a market size of USD 4.2 
billion. The  63% of women in the US prioritize comfort when purchasing 
lingerie in 2023.
● Analysis: This trend presents an opportunity for brands to diversify their 
product  offerings to cater to both comfort and style preferences. 
Additionally, it allows for  strategic marketing campaigns that position 
lingerie as a confidence booster and a  key element of self-expression, 
emphasizing comfort alongside aesthetics.
3. Growing Demand for Activewear Lingerie:
● Impact: The increasing focus on health and wellness, coupled with rising  
participation in sports and exercise activities, is fueling the demand for 
functional and  supportive activewear lingerie.
● Supporting Facts: In the US, 20.7% of women participate in sports and 
exercise  activities, highlighting the potential customer base for this 
segment. The activewear  bra market in the US grew by 12% in 2023, 
demonstrating the increasing demand for  this specific type of lingerie.
● Analysis: This trend presents an opportunity for brands to develop and 
market
high-performance activewear lingerie that meets the specific needs of 
different sports  and activities. By emphasizing breathability, moisture-
wicking fabrics, and supportive  designs, brands can capture a share of this 
growing market.
Innerwear Market Major Players
Innerwear Market Major Players
The North American lingerie market is dominated by established players with 
strong brand  recognition and diverse product offerings. Here's a look at some 
of the Innerwear market
major players, including their products, innovations, and estimated 
innerwear market  share:
1. Victoria's Secret & Co.
● Products: Bras, panties, lingerie sets, sleepwear, loungewear, beauty 
products
● Innovations: Introduced athleisure line "PINK" and collaborated with 
celebrities and  influencers to drive brand awareness.
● Market Share: Estimated to hold around 20% of the North American lingerie 
 market share in 2024, although facing challenges and undergoing brand 
strategy  adjustments.
2. Hanesbrands Inc.
● Products: Bras, panties, shapewear, activewear, socks, hosiery
● Innovations: Launched the "Bali Comfort Revolution" campaign, focusing on 
comfort  and inclusivity in bra design.
● Market Share: Holds a significant share in the value segment, particularly 
with their
"Hanes" and "Bali" brands, estimated to be around 15% of the total market 
share.
3. PVH Corp.
● Products: Bras, panties, lingerie sets, sleepwear, swimwear, accessories
● Innovations: Acquired the "True & Co." brand to expand its online 
presence and  focus on digitally native consumers.
● Market Share: Holds a significant share through its diverse brands, 
including  "Calvin Klein," "Tommy Hilfiger," and "Olga," estimated to be 
around 10% of the  market share.
4. AEO Inc.
● Products: Bras, panties, lingerie sets, loungewear, activewear
● Innovations: Expanded its "Aerie" brand's focus on body positivity and 
inclusivity,  offering a wide range of sizes and styles.
● Market Share: Holds a growing share in the young adult and Gen Z 
segments with  the popularity of the "Aerie" brand, estimated to be around 
5% of the market share.
5. Nike Inc.
● Products: Sports bras, activewear, leggings, shorts
● Innovations: Continuously develops innovative sports bras with features 
like high  support, moisture-wicking fabrics, and encapsulation 
technology.
● Market Share: Holds a dominant position in the sports bra segment due to 
its brand  recognition and focus on performance and technology, estimated 
to hold around 10%  of the market share.
6. Jockey International Inc.
● Products: Bras, panties, underwear, socks, activewear
● Innovations: Introduced the "Jockey BodyEmbrace" collection, focusing on 
comfort  and seamless construction.
● Market Share: Holds a strong presence in the basic and value segments, 
Innerpwarteicaurla rMly a wrikthe itts S naemgemsaeken btraatnido, nestimated to hold around 5% of the 
market share.
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The North American innerwear market segmentation is segmented by product 
type,  distribution channel, and geography. This segmentation allows for a more 
granular  understanding of the market and the factors influencing different 
segments. The innerwear  market is segmented based on product type, 
distribution channel, and geography. Top  players in the innerwear industry 
include brands like Victoria's Secret & Co., Hanesbrands  Inc., Jockey 
International Inc., and Nike Inc. These companies compete fiercely in the  
market, driving innovation and setting trends to capture a larger market share.
1. Segmentation by Product Type:
● Brassiere: This is the largest segment, accounting for a significant portion of 
the  market share due to its essential nature and diverse styles (e.g., 
sports bras, push-up  bras, bralettes).
● Briefs: This is also a major segment, with various styles like hipsters, 
thongs, and  boyshorts catering to different preferences and comfort 
levels.
● Other Product Types: This segment includes shapewear, sleepwear, and 
other  lingerie accessories, which are experiencing growing popularity due 
to the focus on  comfort, functionality, and body inclusivity.
2. Segmentation by Distribution Channel:
● Supermarkets/Hypermarkets: Offer basic and affordable lingerie, catering to 
a  price-conscious consumer segment. These channels contribute a 
significant share to  the market.
● Specialty Stores: Provide a wider selection of brands, styles, and price 
points,  catering to diverse consumer preferences. These stores offer a 
more personalized  shopping experience and contribute a substantial 
portion of the market share.
● Online Retail Stores: This segment is witnessing rapid growth due to 
the  convenience, wider product variety, and competitive pricing. The 
increasing  popularity of online shopping is expected to drive further 
growth in this segment.
● Other Distribution Channels: This includes department stores, discount 
stores, and  independent retailers, contributing a smaller share to the 
market.
3. Segmentation by Geography:
● United States: Holds the largest market share due to its large population, 
high  disposable income, and diverse consumer preferences.
● Canada: The second-largest market, with similar trends to the US but on a 
smaller  scale.
● Mexico: A growing market with increasing disposable income and a 
younger  population driving demand.
● Rest of North America: This segment includes countries like Central 
America and  the Caribbean, and is expected to show moderate growth 
in the coming years.
Innerwear Market Size
Innerwear Market: Future Outlook, Challenges, and 
 Opportunities
The North American Innerwear market is projected to reach USD 16.45 billion by 
2029,  growing at a CAGR of 4.54% during the forecast period (2024-2029). The 
Innerwear  Market Future outlook predicts continued growth in the coming years, 
with the Innerwear  market size expected to reach USD 15 billion by 2027. Despite 
its growth prospects, the  innerwear market faces several challenges, including 
stiff competition, changing consumer  preferences, and supply chain disruptions. 
However, these challenges in innerwear market  also present opportunities in 
innerwear market for industry players to innovate, diversify their  product 
offerings, and tap into new market segments. This growth will be driven by 
factors  such as rising disposable income, urbanization, and increasing awareness 
about personal  hygiene and wellness.
The growth is attributed to several factors, including:
● Rising disposable income and working women population: Increased 
disposable  income, particularly among working women, is expected to 
drive demand for  fashionable and premium lingerie. Statistics show that 
the female labor force  participation rate in the US reached 58.2% in 2023, 
indicating a significant  population with the potential for higher lingerie 
spending.
● Shifting perception of lingerie: The COVID-19 pandemic's impact on comfort 
wear  is expected to have a lasting effect, leading to a 5.2% projected 
annual growth  rate for the comfort-focused lingerie segment by 2028. This 
shift in perception  positions lingerie as more than just a necessity, but as 
a fashionable wardrobe  staple.
● Growing demand for activewear lingerie: The increasing focus on health 
and  wellness, coupled with a 20.7% participation rate in sports and 
exercise activities  among women in the US, is fueling the demand for 
functional and supportive  activewear lingerie.
However, the market also faces challenges:
● Intense competition: The market is highly competitive, with established 
players like  Victoria's Secret & Co. (estimated 20% market share) and 
Hanesbrands Inc.  (estimated 15% market share) facing competition from 
new entrants and niche  brands focusing on specific segments like comfort 
or sustainability. This competition  leads to price pressure and the need for 
strong brand differentiation.
● Fluctuating raw material prices: The cost of materials like cotton (up 12% 
in  2023) and nylon (up 8% in 2023) can significantly impact profit 
margins for both  manufacturers and retailers, requiring them to adapt 
their pricing strategies and  potentially impacting product affordability.
● Economic uncertainties: Global economic uncertainties, such as 
inflation and  recessions, can reduce consumer spending on non-
essential items like lingerie.
Despite these challenges, the market presents several opportunities:
● Evolving consumer preferences: Consumers are increasingly demanding  
comfortable, functional, and sustainable lingerie products. This presents a 
significant  opportunity for brands to innovate and cater to these evolving 
needs, potentially  creating premium-priced products with higher profit 
margins.
● Growing online retail market: The increasing popularity of online shopping 
provides  new avenues for brands to reach a wider audience and expand 
their market reach,  with e-commerce sales in the US lingerie market 
expected to reach USD 7.4  billion by 2025. This presents an opportunity to 
reduce operational costs associated  with brick-and-mortar stores and 
potentially offer competitive pricing online.
● Expanding markets: The growing middle class in developing countries 
Concwliuthsini  oNonrth America presents an opportunity for brands to expand their 
reach into new  markets with increasing disposable income and a potential 
demand for their  products.
In conclusion, the innerwear market is a dynamic and vibrant segment of the 
apparel  industry, characterized by trends, challenges, and opportunities. As 
consumers continue to  prioritize comfort, style, and sustainability, the market 
is poised for significant growth and  evolution in the years to come. With the 
right strategies and innovations, industry players  can capitalize on these 
trends and establish themselves as leaders in this lucrative market  segment.
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