Intimate Lingerie Market Size, Share & Trends Analysis Report By Product Type (Briefs, Bras, Shapewear), By Distribution Channel (Offline, Online), By Region (North America, Asia Pacific), And Segment Forecasts, 2023 - 2030

Report Overview

The globalintimate lingerie market sizewas valued atUSD 13.87 billion in 2022and is anticipated to grow at a compound annual growth rate (CAGR) of 8.9% from 2023 to 2030. There has been a significant shift in societal attitudes toward body positivity and self-acceptance. This has resulted in increased awareness and acceptance of diverse body types and sizes. Consumers now seek intimate lingerie that embraces their individuality, supports their body shape, and promotes self-confidence. Body positivity has compelled lingerie brands to expand their size ranges and offer a more inclusive range of products. Previously, the market predominantly focused on standard sizes; however, there is a growing demand for more sizes, catering to various body shapes.

This inclusivity has expanded the customer base and fostered a sense of empowerment and acceptance among consumers. Body positivity has also compelled brands to feature a diverse range of models in their advertising campaigns. This shift from traditional beauty standards to embracing diverse ethnicities and body shapes & sizes has resonated with consumers. Seeing realistic representations of people in these ads helps individuals feel more confident and comfortable with their bodies, driving them to explore and invest in products that complement their unique attributes. For instance, according to a blog published by EDITED in March 2022, Gap U.S. and Monki UK have expanded their range of underwear options in size 2XL compared to the preceding year.

Body positivity encourages individuals to embrace their bodies and express themselves freely. This newfound self-acceptance has translated into a demand forlingeriethat reflects personal style and individuality. Consumers seek lingerie that aligns with their unique preferences, whether it be vibrant colors, bold patterns, or unconventional designs. The demand for self-expression has prompted brands to diversify their product offerings, catering to a wide range of tastes and styles. This shift in perspective has created a demand for products that embrace and accentuate natural body features rather than conforming to unrealistic ideals. Lingerie brands are responding by designing products that flatter diverse body types, focusing on comfort, fit, and enhancing natural curves.

In addition, social media platforms have become powerful tools for spreading body positivity messages and challenging beauty norms. Influencers and content creators have played a crucial role in promoting body positivity, sharing their personal stories, and showcasing lingerie as a means of self-expression and body acceptance. Through platforms like Instagram and YouTube, they have built communities that celebrate diversity and encourage their followers to embrace their bodies, thereby driving interest and demand for inclusive lingerie options. According to an article published by EDITED in March 2022, Victoria’s Secret underwent a highly visible image transformation along with expanding the availability of lingerie styles in a broader range of sizes, including fringe sizes like 2XS and 2XL, and introduced options in a 3XL.

Moreover, the company appointed Remi Bader, a popular plus-size social media influencer, as its brand PINK's latest ambassador and size consultant. This move aligns with the brand's expansion into inclusive sizing for its innerwear,swimwear, and loungewear lines. In addition, the expansion of nude shades in intimate lingerie is playing a significant role in driving the growth of the market. This expansion is rooted in a growing emphasis on inclusivity and catering to diverse skin tones. By offering a wider range of nude shades, lingerie brands address a long-standing issue where traditional nude colors predominantly catered to lighter skin tones. This has enhanced consumers’ sense of comfort, confidence, and self-expression.

This shift toward inclusivity has resonated with consumers and attracted a more diverse customer base. By acknowledging the beauty and uniqueness of various skin tones, brands are fostering a sense of belonging and empowerment among consumers. This inclusive approach has gained traction in recent years, and digitally native brands, in particular, have championed diversity as part of their brand ethos. By offering an extensive range of nude shades, these brands have positioned themselves as pioneers in the industry. Moreover, this trend has prompted brands to follow suit to remain competitive. U.S. brands, in particular, have witnessed a notable shift toward stocking products that are inclusive of darker nudes. This strategic response to evolving consumer demands has increased market growth opportunities.

Product Type Insights

The briefs segment accounted for a share of 56.9% in 2022. Briefs are a type of intimate apparel characterized by their waistband. They are often made from soft and comfortable materials, such as cotton, modal, microfiber, or blends of these fabrics. They come in various styles and designs, including high-cut, low-cut, bikini, hipster, and boyshorts. Briefs offer several advantages, are a practical choice for everyday wear, and are suitable for various activities, including sports and physical exercise. Briefs are gaining widespread popularity as intimate apparel due to their comfortable and functional design.

Moreover, briefs are available in a range of stylish designs and colors to suit individual tastes and preferences. The shapewear segment is anticipated to grow at a CAGR of 9.6% over the forecast period. Shapewear has gained significant popularity and is now considered a staple in many women’s wardrobes. It is designed to provide a smooth and streamlined silhouette by compressing and shaping specific areas of the body. Shapewear is typically made from a combination of elastic and stiff materials, such asspandex, nylon, or latex. The elasticity allows the garment to stretch and conform to the body, while the stiffness provides the necessary shaping and compression.

塑身衣的主要目的是目标区域s like the stomach, waist, hips, thighs, and chest, providing a streamlined appearance. With the growing demand for trendy and stylish shapewear designs, manufacturers focus on developing more comfortable options. New technologies and innovative designs have led to the creation ofshapewearthat offers both shaping benefits and comfort. Features, such as seamless construction, breathable fabrics, and moisture-wicking properties, enhance the overall comfort of the garment.

Distribution Channel Insights

The offline distribution channel segment accounted for the largest share of 61.7% in 2022. Intimate lingerie brands and styles are available in stores that specialize in lingerie, as they offer a wide range of options to cater to various preferences and sizes. These stores often have fitting rooms where customers can try on different styles and sizes, ensuring a proper fit and comfort. Department stores may also carry a selection of intimate lingerie, usually in their dedicated lingerie section. They stock multiple brands and styles to provide customers with choices. Discount stores may carry more affordable lingerie options, but the selection may be limited compared to specialized stores. The online distribution channel segment is expected to grow at a CAGR of 9.2% over the forecast period.

网上购物可以让客户浏览和咕噜咕噜叫chase lingerie products from the comfort of their homes, eliminating the need to visit physical stores. This convenience is especially appealing when it comes to purchasing intimate items like lingerie, as it provides privacy and a more comfortable experience. Also, online retailers frequently offer discounts, promotions, and exclusive deals, allowing customers to find products at more affordable prices compared to traditional brick-and-mortar stores. These channels allow shoppers to make informed decisions based on the experiences of others as they often include customer reviews and ratings for products. This feedback can be valuable when purchasing lingerie, as it helps customers assess the quality, fit, and overall satisfaction with the product.

Regional Insights

North America held a share of 27.6% of the global market in 2022. This is owing to a shift towards more comfortable, body-inclusive, and comfortable lingerie in the region. There has been a growing demand for intimate lingerie that caters to diverse body types, skin tones, and sizes. Brands are increasingly focusing on offering a wide range of sizes, including plus-size and petite options, to ensure inclusivity for all customers. Consumers are prioritizing comfort in their lingerie choices. Several brands are focusing on creating designs that combine style and support while using soft, breathable fabrics and innovative construction techniques to enhance comfort levels.Consumers are becoming more conscious of sustainability and ethical production in the fashion industry. This trend has extended to intimate lingerie, with an increased emphasis on eco-friendly materials, ethical manufacturing processes, and supply chain transparency. Customers are more thoughtful about their choice of lingerie that is sustainable and long-lasting. The market in the U.S. is considered one of the largest markets in the world and is expected to grow at a CAGR of 8.7% over the forecast period. The country has a significant consumer base and a robust lingerie industry, comprising both domestic and international brands.

The U.S. has a diverse population with varying preferences and demands, leading to a vibrant market that offers a wide range of lingerie options to cater to different styles, sizes, and body types. The UK has a strong fashion culture, and consumers in the country are known for their fashion-forward approach. The demand for stylish and on-trend intimate lingerie has contributed to the growth of the sexy lingerie market in the UK Moreover, the erotic lingerie market in Germany is expected to grow with a CAGR of 9.0% over the forecast period. Germany’s fashion-conscious population places great importance on personal style and self-expression.

有限公司nsumers in the country seek high-quality, aesthetically pleasing lingerie that complements their fashion choices and reflects their individuality. The demand for stylish and on-trend intimate lingerie has fueled the growth of the sexy lingerie market, with both local and international brands catering to these preferences. The market in Asia Pacific is anticipated to grow at a CAGR of 9.4% over the forecast period. The region encompasses diverse countries with varying cultural norms, preferences, and purchasing powers, making it a vibrant and dynamic market for intimate apparel.

Another key driver of the regional market growth is the rising disposable income and growing middle-income groups in countries, such as China, Japan, and Southeast Asian nations. As incomes increase, consumers are allocating a larger portion of their budget to personal care and fashion, including intimate lingerie. This trend is fueling the demand for a wide range of lingerie products, from basic, everyday essentials to luxurious and premium designs. The sexy lingerie market in India has experienced significant growth and transformation in recent years. Traditionally a conservative society, the Indian market has witnessed a shift in attitudes and preferences towards lingerie as women embrace their individuality, self-expression, and body confidence.

This changing mindset, along with increasing disposable income levels, rapid urbanization, and exposure to global fashion trends, has fueled the product demand in the country. In addition,e-commercehas played a pivotal role in the growth of the erotic lingerie market in China. Online platforms, such as Tmall, JD.com, and Taobao, have become popular destinations for consumers to purchase lingerie products. Furthermore, the erotic lingerie market in Japan is a vibrant and significant segment of the country's fashion industry. Known for its attention to detail, craftsmanship, and emphasis on quality, Japan’s erotic lingerie market offers a wide range of products that cater to diverse consumer preferences.

Key Companies & Market Share Insights

Key players operating in the market are adopting various steps to strengthen their presence in the market. These steps include strategies, such aspartnerships, mergers & acquisitions, global expansions, and others. Victoria’s Secret is one of the major players in the market and held an industry share of over 10% in 2022. Some of the initiatives include:

• In June 2023, Victoria’s Secret and Amazon Fashion collaborated to improve the shopping experience for customers. The collaboration will include over 4,000 fashion items from Victoria's Secret and PINK, including panties, bras, swimwear, loungewear, and sleepwear. Particular bra and apparel styles will also be available on Amazon Prime’s Try Before You Buy program

• In May 2023, Triumph Group established a two-year partnership with ZS, a renowned management technology and consulting firm. The collaboration aims to enhance customer engagement through personalized interventions using ZS's advanced software-as-a-service product, Personalize.AI. By leveraging Artificial Intelligence (AI) technologies, Triumph seeks to gain insights into customer purchase behavior, leading to improved sales and a more tailored shopping experience

• In February 2023, HanesBrands Inc. launched the Hanes Originals collection, which encompasses a range of innerwear for women, men, girls, and boys, including bras, underwear, T-shirts, and tanks. The collection is a fusion of vibrant patterns and colors and innovative fabrics. It includes men's boxer briefs and trunks in youthful prints, modern fits, and lower rise, as well as women’s bra-tops, bralettes, boyshorts, bikinis, and thongs in seasonal prints and a soft cotton blend

Some of the prominent players in the global intimate lingerie market include:

• Victoria’s Secret

• Zivame

• Gap, Inc.

• Triumph International

• Calvin Klein

• Wacoal Holdings Corp.

• Chantelle

• HanesBrands Inc.

• Hunkemöller

• Natori

Intimate Lingerie MarketReport Scope

Report Attribute	Details
Market size value in 2023	USD 14.72 billion
Revenue forecast in 2030	USD 27.37 billion
Growth rate	CAGR of 8.9% from 2023 to 2030
Base year for estimation	2022
Historical data	2017 - 2021
Forecast period	2023 - 2030
Quantitative units	Revenue in USD million/billion, and CAGR from 2023 to 2030
Report coverage	Revenue forecast, company ranking, competitive landscape, growth factors, and trends
Segments covered	Product type, distribution channel, region
Regional scope	North America; Europe; Asia Pacific; Central & South America; Middle East & Africa
有限公司untry scope	U.S.; Canada; Mexico; UK; Germany; France; Italy; Spain; China; Japan; India; South Korea; Indonesia; Australia; Brazil; South Africa
Key companies profiled	Victoria’s Secret; Zivame; Gap, Inc.; Triumph International; Calvin Klein; Wacoal Holdings Corp.; Chantelle; HanesBrands Inc.; Hunkemöller; Natori
Customization scope	Free report customization (equivalent up to 8 analysts’ working days) with purchase. Addition or alteration to country, regional & segment scope
革命制度党cing and purchase options	Avail customized purchase options to meet your exact research needs.Explore purchase options

GlobalIntimate Lingerie Market ReportSegmentation

This report forecasts revenue growth and provides an analysis of the latest trends in each of the sub-segments from 2017 to 2030. For this report, Grand View Research has segmented the global intimate lingerie market report based on product type, distribution channel, and region

• Product Type Outlook (Revenue, USD Million, 2017 - 2030)

  • Briefs

  • Bras

  • Shapewear

  • Others

• Distribution Channel Outlook (Revenue, USD Million, 2017 - 2030)

  • 离线

  • Online

• Regional Outlook (Revenue, USD Million, 2017 - 2030)

  • North America

    • U.S.

    • Canada

    • Mexico

  • Europe

    • UK

    • Germany

    • France

    • Italy

    • Spain

  • Asia Pacific

    • China

    • Japan

    • India

    • South Korea

    • Indonesia

    • Australia

  • Central & South America

    • Brazil

  • Middle East & Africa

    • South Africa