Lingerie Market Size & Share Analysis - Growth Trends & Forecasts (2025 - 2030)

Global Lingerie Market Trends and Insights

Rising Body Positivity Trends Fuel Demand for Inclusive Sizing and Styles

The body positivity movement has transformed from a social media trend to a business necessity, influencing product development across the lingerie industry. Companies that offer expanded size ranges are reaching previously underserved customer segments. With inclusive sizing becoming a growth driver, manufacturers are investing in research and development to create more diverse product lines. This transformation is most notable in the brassiere segment, with manufacturers focusing on comfort-oriented designs and expanded size ranges to accommodate diverse body types. Companies are developing specialized products for different body types and preferences. For instance, in September 2024, the Clovia brand launched a range of plus-size bra collections. These bras include wide wings for side support, full-coverage cups to prevent spillage, and broad underbands. In addition to this, the introduction of adaptive designs for differently-abled consumers has also established new product categories. These emerging segments present significant growth potential in the market studied.

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", www.ons.gov.uk}data from 2024, the median household disposable income in the United Kingdom was GBP 43,500. The segment demonstrates resilience despite economic pressures, with sustained consumer spending on luxury intimate apparel. Manufacturers are pursuing vertical integration through direct-to-consumer channels to capture higher margins in the premium segment. This strategic shift enables companies to maintain better control over their distribution and pricing strategies. Regional preferences in the premium and luxury lingerie market differ across geographies. Asian consumers prioritize high-quality materials and craftsmanship while choosing premium and luxury lingerie, while Western consumers emphasize brand heritage and sustainability. These distinct preferences require brands to adapt their products and marketing strategies according to regional market demands.

Technological Innovations Like Virtual Fitting Rooms Improve Customer Experience

Virtual fitting technologies are transforming the lingerie purchase journey, addressing the historically high product return rates that have constrained online channel profitability. With online retail for lingerie experiencing steady growth, these technologies are becoming essential for improving customer confidence and driving digital sales. Advanced body scanning technologies and AI-powered size recommendation engines are reducing fit uncertainty, the primary barrier to online lingerie purchases. In a similar line, Victoria's Secret's partnership with Google Cloud AI starting January 2024, to enhance e-commerce operations, exemplifies how established players are investing in digital transformation to defend market share against digitally-native challengers. The competitive advantage of these technologies extends beyond consumer-facing applications to include inventory optimization and demand forecasting, creating operational efficiencies that improve margins while enhancing customer satisfaction. 

Rising Demand for Sustainable and Ethically Made Lingerie Influences Buying Choices

Sustainability has evolved from a niche consideration to a mainstream purchase driver in the lingerie market, with recycled and bio-based fibers increasingly integrated into product lines as consumers seek eco-conscious options without compromising on quality or comfort. This shift represents a strategic inflection point for manufacturers as material innovation becomes a competitive differentiator rather than merely a compliance requirement. The Lycra Company's commitment to increase bio-sourced fiber production to 30% of output by 2025 signals how established industry suppliers are recalibrating their production strategies in response to this demand shift. Beyond materials, sustainability considerations are extending to manufacturing processes and supply chain transparency, with consumers increasingly expecting ethical labor practices and reduced environmental impact. This trend is creating market entry opportunities for purpose-built sustainable brands while simultaneously prompting established players to retrofit their operations.

Counterfeit And Low-Quality Products Dilute Brand Value and Consumer Trust

The proliferation of counterfeit lingerie products is creating asymmetric market distortions that disproportionately impact premium brands. Beyond immediate revenue losses, these counterfeits create lasting brand equity damage through quality inconsistencies that erode consumer trust. The challenge is particularly acute in e-commerce channels, where visual authentication is limited and price sensitivity often overrides authenticity concerns. According to the United States Customs and Border Protection ^{[2]United States Customs and Border Protection, "IPR Seizure States FY 2023", www.cbp.gov}, counterfeit wearing apparel valued at USD 392.66 billion was seized in the United States during fiscal year 2023, demonstrating the magnitude of counterfeiting and its impact on legitimate businesses. This dynamic is forcing legitimate manufacturers to invest in authentication technologies and supply chain traceability systems, creating additional cost pressures in an already margin-constrained industry. The counterfeit challenge is creating a strategic imperative for brands to strengthen direct-to-consumer channels where they can better control the customer experience and authentication.

Intense Competition from Local and Unbranded Players Pressures Pricing

Local and unbranded manufacturers are gaining market share through competitive pricing strategies, particularly in mass-market segments. This competitive pressure is significant in emerging markets, where consumers remain price-sensitive despite increasing disposable incomes. The resulting margin pressure is compelling global brands to strengthen their value offerings beyond brand recognition. The market dynamics require established brands to innovate in materials, fit technology, and customer experience to maintain premium pricing. The evolving competitive landscape has significant implications for industry structure and business strategies. Companies are increasingly focused on operational efficiency and cost optimization to maintain profitability. Smaller manufacturers are exploring partnerships and consolidation opportunities to achieve economies of scale. The industry consolidation trend is particularly evident in mature markets where pricing pressures are most intense. This market environment continues to drive mergers and acquisitions as companies seek to enhance their competitive position while preserving profit margins.

Segment Analysis

By Product Type: Brassiere Dominates Through Innovation

The brassiere segment commands 55.94% of the lingerie market in 2024 and is projected to grow at 8.79% CAGR through 2030, maintaining its position as both the largest and fastest-growing product category. This dual leadership position stems from continuous innovation in comfort-enhancing technologies and adaptive designs that respond to evolving consumer preferences. For instance, in February 2025, Victoria's Secret & Co. introduced its Digital Product Passport (DPP), enhancing product transparency in the lingerie market. The DPP, implemented on the Signature Cotton T-shirt Bra and VSX Featherweight Max Sports Bra collections, features QR codes that provide customers with material information, supply chain details, and reordering capabilities. 

Technological advancements in the brassiere segment are creating new competitive battlegrounds, with bonding and second-skin technologies emerging as key differentiators. The brief segment maintains steady growth through expanded style options and sustainable materials, while specialty products are finding success in niche applications like period underwear with innovations from companies like Kelheim Fibres and Gebr. This evolution is creating asymmetric growth opportunities for brands that can successfully balance comfort innovations with aesthetic appeal, particularly as the boundaries between lingerie and athleisure continue to blur.

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

By Price Range: Mass Market Leads with Premium Segment Gaining Share

While mass-market products dominate with 76.32% market share in 2024, the premium segment is outpacing overall market growth with a projected 8.94% CAGR through 2030. This counter-intuitive growth amid economic uncertainty reveals a strategic bifurcation in consumer spending patterns, with premium lingerie increasingly viewed as an accessible luxury rather than a discretionary purchase. The premium segment's growth is creating opportunities for vertical integration among manufacturers who can capture higher margins through direct-to-consumer channels.

Mass-market products maintain their dominant position through expanded distribution and value-oriented innovations that deliver premium-adjacent features at accessible price points. The competitive dynamics between mass and premium segments are evolving beyond simple price differentiation to include material innovation, sustainability credentials, and digital experience quality. The success of mass-market offerings focusing on high quality is particularly evident in emerging markets where rising disposable incomes are creating a new consumer class seeking quality improvements without premium price tags.

By Material: Synthetic Materials Dominate While Sustainable Fibers Transform Supply Chain Dynamics

Synthetic materials (such as nylon, polyester, and spandex) hold a 45.61% market share in 2024, driven by their performance attributes and cost advantages in mass-market production. Recycled and bio-based fibers represent the fastest-growing material segment, with an expected 9.53% CAGR through 2030, indicating a shift in manufacturing focus. HH Chemical's introduction of BIODEX in May 2025, a fully integrated bio-based materials brand for textiles, demonstrates how material innovation strengthens competitive positions in the lingerie supply chain. 

Cotton remains stable due to its natural comfort properties, while silk and satin continue serving premium segments where tactile quality drives purchasing decisions. The shift toward sustainable materials impacts supply chains as manufacturers navigate sustainability targets, performance standards, and cost efficiency. Recycled and bio-based fibers offer both environmental benefits and functional improvements in breathability and moisture management, enhancing their market appeal. Material innovation has evolved from a regulatory requirement to a competitive advantage, as brands integrate sustainable materials into their core identity and market positioning.

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

Specialty stores currently dominate with a 43.80% market share in 2024, while the online retail stores are expected to grow at 18.31% CAGR through 2030, exceeding the overall market growth rate by more than twofold. This shift toward online channels indicates a significant change in lingerie shopping patterns, driven by technological advancements that overcome traditional online purchase barriers. The integration of virtual fitting technologies and AI-powered size recommendation systems addresses the primary challenge of fit uncertainty in online purchases. Specialty stores retain their market leadership through expert service and instant product access, while supermarkets and hypermarkets focus on mass-market convenience.

The relationship between physical and digital channels has evolved into an integrated omnichannel approach that maximizes the benefits of both formats. Specialty stores now serve as experience centers and fitting consultation locations that facilitate future online sales. This transformation requires retailers to develop integrated cross-channel capabilities rather than operating physical and digital channels separately. The shift is particularly notable in emerging markets, where rapid e-commerce adoption bypasses traditional retail development, creating growth opportunities for digital-first brands operating with limited physical presence.

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

Geography Analysis

Asia Pacific holds 60.43% of the global lingerie market in 2024 and is expected to grow at 10.46% CAGR through 2030, maintaining its position as the largest and fastest-growing region. This growth is driven by favorable demographics, increasing disposable incomes, and changing cultural attitudes toward lingerie consumption. China and India are the key growth markets, supported by their large populations and expanding middle classes. The region's e-commerce infrastructure development has improved access to international brands beyond major cities. In September 2024, Japanese manufacturer Wacoal Holdings acquired UK-based Bravissimo, indicating Asian companies' efforts to expand internationally.

North America and Europe are experiencing market growth primarily through premium product offerings rather than increased consumption volumes. Consumers in these regions show a growing preference for high-quality materials, sustainable products, and inclusive sizing options. These markets show distinct separation between mass and premium segments, with limited growth in the mid-market range. Direct-to-consumer brands using digital channels are challenging traditional retailers.

South America and the Middle East & Africa offer growth potential with unique market characteristics. The South American market growth is driven by retail development and high female employment in the service sector, with Brazil reporting 86% ^{[3]World Bank Data, "ILO modelled estimates database", www.data.worldbank.org} of employed women working in services. The Middle Eastern market shows expansion in the luxury segment. These regions offer opportunities for international brands, requiring adaptation to local preferences and distribution systems. The market structure in these regions features fragmentation and strong local companies with established distribution networks and market understanding.