Introduction – Growing Focus on Comfort and Fit Drives Lingerie Market Expansion 

The lingerie market is projected to rise from USD 99.12 billion in 2025 to USD 116.35 billion by 2030, supported by steady demand for comfortable fabrics, inclusive sizing, and improved retail experiences. Consumers are shifting from purely aesthetic choices toward pieces that combine everyday comfort with better fit, breathable materials, and styles designed for different body types. 

This shift is also strengthened by lifestyle changes, rising awareness around body confidence, and the growing role of online retail in intimatewear shopping. As brands explore more natural fabrics and sustainable sourcing, shoppers are paying closer attention to materials, design transparency, and durability. The lingerie market continues to expand across both mass and premium categories, with each serving distinct consumer expectations as purchasing power rises globally. 

Key Trends in the Global Lingerie Market 

1. Inclusive Sizing and Fit-Focused Designs Gain Wider Adoption 

The move toward body-positive marketing is no longer limited to a niche consumer group. Brands are now expanding their fit range, especially in the bra segment, to accommodate larger and smaller sizes that were previously underrepresented. Comfort-led features—such as wide wings, full-coverage cups, softer underbands, and wire-free silhouettes—are reshaping product development. 

Adaptive lingerie for differently-abled consumers is also an emerging area of interest. Such product lines are gradually carving space within mainstream retail as shoppers seek practical styles that don’t compromise comfort. 

2. Rising Disposable Income Boosts Premium Lingerie Purchases 

Growing middle-class spending is contributing significantly to the premium lingerie category. In emerging markets, consumers increasingly view high-quality intimatewear as worth the added cost, especially for products that offer better support and craftsmanship. Meanwhile, Western markets lean toward heritage brands and sustainably made collections. 

Direct-to-consumer sales channels are strengthening the premium space by helping brands maintain better control over pricing, stock, and consumer engagement. 

3. Digital Tools Enhance the Online Lingerie Shopping Experience 

Virtual fitting rooms, AI-driven sizing tools, and body-scanning technologies have helped reduce uncertainty around online lingerie purchases. These tools offer personalized recommendations and reduce return rates—historically a challenge in the intimatewear category. 

Major brands are adopting digital product passports, QR-enabled transparency, and improved e-commerce experiences that make online buying more predictable and trustworthy for shoppers. 

4. Growing Preference for Sustainable and Ethically Made Lingerie 

Consumers are showing clear interest in lingerie made from recycled fibers, responsibly sourced materials, and production methods that use fewer resources. This trend is encouraging suppliers to explore bio-based and recycled fabrics that offer durability and breathability. 

Supply chain transparency—covering material information and manufacturing steps—is gaining importance and is becoming a key differentiator for many brands. 

Market Segmentation – Lingerie Market Breakdown 

Product Type – Brassieres Lead Market Demand 

The brassiere segment remains the largest category due to continuous improvements in fit, coverage, and comfort. Bonding techniques, lighter fabrics, and second-skin materials are reshaping bra design. Briefs continue to see demand for both comfort styles and trend-led designs. 

Key points: 

Price Range – Mass Market Dominates While Premium Shows Strong Momentum 

Mass-market lingerie maintains the largest share due to affordability and widespread retail availability. At the same time, the premium segment is expanding quickly as consumers look for higher-quality fabrics and long-lasting wear, especially in emerging regions. 

Key points: 

Material – Synthetic Fibers Lead but Sustainable Alternatives Grow Fastest 

Synthetic fibers remain widely used for stretch and cost efficiency. However, recycled nylon, bio-based polyester blends, and improved cotton alternatives are driving a new wave of sustainable material offerings. 

Key points: 

Distribution Channel – Specialty Stores Lead; E-commerce Strengthens Rapidly 

Specialty stores remain the top choice due to the need for fitting guidance. Meanwhile, online platforms are expanding at a far faster pace thanks to improvements in size-recommendation tools and broader product listings. 

Key points: 

Key Players – Established Brands Strengthen Market Reach 

The lingerie market features strong global brands that continue to refine their design capabilities, supply chains, and customer experiences. Companies such as Victoria’s Secret, Hanesbrands, Jockey International, PVH Corp., and Triumph International remain influential in shaping global trends. 

These companies maintain their presence through broad retail networks, consistent product updates, and growing focus on inclusive sizing and better fabric engineering. Smaller and digital-first brands are also entering the market by targeting specific gaps such as extended sizes, sustainable lingerie, or adaptive designs. 

Conclusion – Consumer-Centric Designs Define the Future of the Lingerie Market 

The lingerie market is on track for healthy expansion between 2025 and 2030, supported by shifting comfort expectations, broader size ranges, and more transparent manufacturing practices. With the rising popularity of online retail and improvements in virtual fitting technologies, the consumer journey is becoming easier and more personalized. 

Brands that invest in better fit solutions, sustainable materials, and inclusive designs are expected to stay ahead in a market where shoppers prioritize comfort, practicality, and trust. As global demand rises across both mass and premium categories, the lingerie market remains well-positioned for consistent long-term growth. 

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