Men's Underwear Market Size & Share Analysis - Growth Trends And Forecast (2025 - 2030)

Global Men's Underwear Market Trends and Insights

Rising preference for premium and functional underwear

Shifts in consumer behavior now favor performance-oriented intimate apparel. Traditional cotton comfort faces stiff competition from moisture-wicking synthetics, antimicrobial treatments, and ergonomic designs. This trend of premiumization mirrors a broader lifestyle evolution: men are increasingly prioritizing underwear as essential to daily performance, rather than viewing it as just a functional item. The premium segment's 6.28% CAGR outpaces the mass market, underscoring that brands are reaping greater rewards by innovating and commanding higher price points, rather than relying solely on marketing. Companies like Organic Basics exemplify this strategy, having crafted silver-treated underwear that curbs bacterial growth. This innovation not only extends wear cycles but also resonates with eco-conscious consumers by reducing the frequency of washing, thereby conserving water and energy. Such a functionality-driven strategy not only carves out a niche but also shields against the commoditization challenges faced by traditional cotton products, which often struggle to differentiate themselves in a competitive market.

Increasing disposable income in emerging economies

In the Asia-Pacific, where market share is concentrated, rising purchasing power is fueling both volume growth and a shift towards premiumization. As consumers transition from basic to branded and functional products, brands find a unique opportunity: they can set accessible prices to capture a broader market share while also rolling out premium tiers for wealthier segments. This economic transformation is reshaping consumer behavior, as individuals increasingly seek products that align with their evolving lifestyles and aspirations. In India, innerwear brands are embracing inclusivity and innovation, broadening their market appeal without sacrificing profitability. These initiatives include expanding product ranges to cater to diverse demographics and integrating advanced materials and designs to meet consumer expectations. Moreover, as incomes rise, brand preferences shift. Consumers in emerging markets often bypass traditional categories, opting instead for premium alternatives that signify social elevation. This trend is especially advantageous for international brands, which, armed with global scale and innovative prowess, can effectively challenge local manufacturers that primarily chase cost leadership. By leveraging their resources, international players can introduce differentiated offerings that resonate with the aspirations of emerging market consumers, further solidifying their competitive edge.

Antimicrobial and sustainable fabric innovation

Antimicrobial fabric technologies are at the intersection of environmental consciousness and health awareness, tackling sustainability issues while meeting performance demands. The European Union's textile strategy, championing circular economy principles and targeting microplastics, is pushing companies towards innovative materials, as highlighted by the European Commission^{[2]European Commission," EU strategy for sustainable and circular textiles", environment.ec.europa.eu}. Firms that are pioneering silver-treated fabrics, recycled materials, and biodegradable options are strategically positioning themselves in response to tightening regulations and a shift in consumer preferences towards environmental stewardship. This cycle of innovation not only erects barriers for competitors without robust research and development but also allows brands that effectively market their sustainability efforts to command premium prices. The growing emphasis on sustainability and functionality is driving investments in advanced manufacturing processes and material science research, further accelerating the adoption of antimicrobial fabrics. While consumers may lean towards natural fibers, the trend is particularly advantageous for the growth of synthetic fabrics, as these materials can more readily adopt antimicrobial properties than traditional cotton. Additionally, synthetic fabrics offer enhanced durability and performance, making them a preferred choice for applications in healthcare, sportswear, and other technical textiles.

Subscription-based replenishment models

Subscription services are reshaping the way consumers buy underwear, turning what was once an occasional purchase into a steady revenue stream for brands. This shift not only helps brands manage their inventory more effectively but also fosters customer loyalty through added convenience and personalized experiences. By adopting this model, brands can tackle the common challenge of consumers postponing timely purchases. This presents an opportunity for brands to educate their customers on optimal replacement intervals, leading to more frequent sales. The subscription model is especially effective for basic items, where consumers can easily switch brands, and where convenience stands out as a key differentiator. Yet, the model's triumph hinges on striking a delicate balance between convenience and cost. As consumers grapple with 'subscription fatigue', their enthusiasm for committing to regular purchases across various product categories wanes.

Intense price competition squeezes margins

Heightened competition presents significant challenges for traditional retailers and established brands. These entities often struggle to compete effectively, as they lack the cost advantages enjoyed by vertically integrated manufacturers and the premium appeal associated with innovation-driven counterparts. The rise of private label brands adds another layer of complexity to the market dynamics. These brands, now prominently featured by major retailers, deliver quality comparable to established names but at a lower price point. This strategy not only allows private label brands to capture retail margins but also diminishes the profit share of branded manufacturers. As a result, companies face the dual challenge of driving volume growth while safeguarding their margins in an increasingly competitive landscape. To navigate these pressures, businesses must either enhance operational efficiencies to reduce costs or adopt premium positioning strategies that justify higher price points, ensuring sustained profitability in the long term.

Raw-material price volatility (cotton, synthetics)

USDA projections suggest that while production increases, they may not fully meet the rising global demand for cotton. This is especially true as mill activities increasingly shift to Asia, where labor costs remain competitive^{[3]United States Department of Agriculture," Cotton Outlook 2024", www.usda.gov}. Such fluctuations in cotton prices exert pressure on profit margins throughout the industry. The repercussions of this volatility extend beyond cotton-centric products, impacting synthetic alternatives as well. Notably, polyester prices often mirror petroleum costs, making them susceptible to global supply chain disruptions. According to the OECD-FAO Agricultural Outlook, cotton prices are set to see nominal increases through 2030. These rises are attributed to heightened competition from synthetic fibers and the repercussions of climate change on key production regions. Companies entrenched in mass market segments grapple with challenges in passing on these cost increases, given their limited pricing power. In contrast, premium brands, buoyed by higher margins, navigate this volatility with greater ease. This landscape advantageously positions vertically integrated manufacturers and brands boasting diversified sourcing strategies, enabling them to optimize material costs across various fiber types and regions.

Segment Analysis

By Product Type: Trunks Bridge Comfort and Support

In 2024, boxers dominated the men’s underwear market, seizing a notable 51.80% share. Their relaxed fit and timeless appeal resonate with men of all ages, cementing their status as a wardrobe staple. Brands are capitalizing on the popularity of boxers, prominently featuring them in multipack promotions to attract price-sensitive consumers who prioritize value. Thanks to their enduring comfort and breathability, boxers remain relevant, even as the market introduces new styles and innovations. Retailers, recognizing the pivotal role of boxers in driving volume sales, ensure they maintain a strong shelf presence in both brick-and-mortar stores and online platforms. Despite the emergence of new trends, boxers continue to anchor the men’s underwear category, catering to a diverse range of consumer preferences.

Trunks are set to emerge as the fastest-growing segment in the men’s underwear market, boasting a robust CAGR of 5.13%. This surge is largely driven by younger consumers who favor versatile underwear that effortlessly transitions from office wear to gym sessions and leisure time. Innovations like blended waistbands, seamless construction, and advanced odor-control treatments have elevated trunks from mere style alternatives to essential functional staples. Brands' adoption of 3D knitting technology is minimizing seam counts, aligning with the market's pivot towards premium, comfort-centric offerings. Trunks offer a harmonious blend of the breathability found in boxers and the support characteristic of briefs. This balance makes them a preferred choice for men curating capsule wardrobes with versatile pieces. Marketing campaigns now spotlight ergonomic pouch designs and all-day stretch, positioning men’s underwear as a canvas for lifestyle expression rather than just a basic commodity. Consequently, trunks are securing more shelf space in specialty stores and e-commerce platforms, reinforcing their status as a dynamic and rapidly expanding segment.

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

By Fabric Type: Synthetic Yarns Accelerate Yet Cotton Holds Core Loyalty

In 2024, cotton maintained its dominance in the men’s underwear market, capturing 65.14% of total revenues. This enduring leadership stems from cotton's heritage appeal. Consumers appreciate its hypoallergenic properties and superior heat management, making it an ideal choice for daily comfort. Cotton's soft touch and breathability have anchored its popularity, especially in warmer climates where moisture-wicking is less crucial. Sustainability initiatives, including organic certification and involvement in the Better Cotton Initiative (BCI), bolster cotton's appeal to environmentally conscious buyers. Brands, capitalizing on cotton's trusted reputation, defend their market share against emerging materials, continuously innovating with softer finishes and enhanced durability. Consequently, cotton remains the go-to fabric for comfort enthusiasts, solidifying its foundational role in the men's underwear sector.

Synthetic fabrics are set for significant growth, with projections of a 5.76% CAGR through 2030. Advances in filament engineering are introducing features like cooling, quick-dry, and antimicrobial properties to polyester blends. As consumers shift towards active lifestyles, they're increasingly drawn to these performance-driven benefits, even at the expense of cotton's familiar feel. In regulated markets like the EU, where eco-design requirements tighten, recycled PET and elastane blends are gaining momentum. Premium brands highlight lab-certified odor control and micro-knit ventilation zones, promoting synthetics as solutions for reduced laundry frequency and extended garment life, qualities also prized by resale and rental platforms. The technical edge and durability of these fabrics attract both athletes and urban professionals. With ongoing innovations, synthetics are poised to shape the future of men's underwear, appealing to both performance enthusiasts and sustainability advocates.

By Price Range: Premium Tier Captures Outsized Value

In 2024, mass-market underwear lines dominated the men's segment, seizing 74.69% of total revenue. Their lasting allure stems from everyday affordability and the convenience of multipack sizing, making them the preferred choice for a wide consumer base. These mass lines adeptly cater to price-sensitive shoppers, emphasizing value and practicality over premium features. To counter margin pressures, brands are honing in on optimizing pack configurations and trimming production costs. Retailers lean on mass lines to boost volume sales, ensuring these products enjoy prime placement in both brick-and-mortar stores and online platforms. While there's a growing allure for premium offerings, mass-market underwear remains the industry's backbone, ensuring steady turnover and broad accessibility. Consequently, mass lines are poised to uphold their leading stance, even as the market landscape shifts.

Premium men's underwear is set to be the fastest-growing segment, boasting a robust CAGR of 6.28%, outpacing the overall market's growth. Today's definition of "premium" transcends mere branding, encompassing tangible benefits like cooling yarns, anatomical panels, and carbon-neutral supply chains, all resonating with discerning consumers. Millennials, especially, are inclined to pay a premium when features like durability and odor control promise a lower cost per wear over time. Direct-to-consumer brands are weaving compelling narratives around ethical sourcing and local production, amplifying perceived value and justifying higher price tags. Retailers are also rolling out "better" sub-lines, striking a balance between mass and premium, and presenting enhanced features at wallet-friendly prices. Subscription models, bundling exclusive prints with superior fabrics, are gaining traction, as consumers revel in the convenience and novelty of curated deliveries. Industry experts predict that premium sub-brands, introduced by established mass players, will act as a strategic buffer, enabling companies to tap into this lucrative and swiftly growing segment.

By Distribution Channel: Online Upshifts Purchase Cycles

In 2024, specialty shops dominated the men's underwear market, securing 54.51% of the revenue share. Their success hinges on personalized fitting services and the tactile experience of products pre-purchase, both of which resonate deeply with consumers. These shops provide expert advice and hands-on trials, crucial for intimate apparel where fit and comfort take precedence. Even with rising competition from online platforms, specialty shops draw in loyal patrons who value tailored recommendations and instant gratification. Yet, the shops face challenges in price competition due to elevated labor and rent expenses. In response, many are bolstering their offerings with click-and-collect services and enhanced loyalty programs. By prioritizing service quality and curated in-store experiences, specialty retailers solidify their significance in the men's underwear sector, adapting to shifting shopping trends. Their knowledgeable staff and physical locations ensure these shops remain a go-to for discerning customers.

Online platforms are leading the charge in the men's underwear sector, boasting a projected CAGR of 7.38%. This growth is driven by innovations in fit analytics, enticing free shipping offers, and the ease of discreet home deliveries. Digital D2C brands are set to see their market size more than double from 2025 to 2030, capitalizing on their ability to sidestep traditional shelf constraints and swiftly adapt to market trends. With real-time sell-through insights, these brands fine-tune their inventory, allowing for quick restocks and reducing the chances of markdowns or running out of stock. While brick-and-mortar stores are embracing omnichannel tactics, like click-and-collect and loyalty applications, online entities are captivating consumers with fluid, data-centric shopping journeys. Subscription models, despite facing churn challenges, can yield consistent revenue when coupled with adept retention methods. As consumers increasingly shop on mobile and hunt for deals across platforms, merging inventory with customer insights becomes vital for seizing demand and driving digital growth.

Geography Analysis

In 2024, Asia-Pacific commands a dominant 54.17% share of the Men's underwear market, underscoring the region's demographic weight and escalating urban incomes. China leads in volume, buoyed by a maturing premium segment and the rise of social-commerce platforms. Meanwhile, in India, the fusion of digital payments and vernacular marketing is hastening the adoption of branded products, even in cities beyond the top tier. Southeast Asia initially sees a surge in demand for lower-priced multipacks, but as disposable incomes rise, there's a noticeable shift towards premium performance lines. Brands benefit from cost resilience thanks to manufacturing hubs in China, Bangladesh, and Vietnam, and regional trade agreements further sweeten the deal by slashing import duties in adjacent markets.

Europe is set to chart the fastest growth trajectory, with a projected 6.24% CAGR through 2030. This surge is driven by eco-design mandates, extended producer-responsibility initiatives, and a consumer base willing to invest in traceable supply chains. Germany and France lead in volume, yet it's the Nordic countries that are setting the gold standard in sustainability, boasting over 30% penetration of recycled fibers. Additionally, with tourism in Southern Europe making a comeback, there's a heightened demand for trendy trunks and versatile swim-to-street hybrids, broadening the scope of traditional underwear categories.

North America stands as a seasoned yet lucrative market. Here, premium brands are outpacing their economy counterparts, as consumers increasingly associate intimate apparel quality with personal well-being. Domestic D2C trailblazers, having popularized the subscription model, are now making waves internationally, capitalizing on the region's high card penetration and adept parcel logistics. In Canada, a commitment to ethical manufacturing and a focus on inclusive sizing are propelling niche brands into the spotlight. Meanwhile, Mexico's expanding middle class presents a golden opportunity, drawing the attention of multinational players.