Men's Underwear Market Size (2025 – 2030)

The Global Men's Underwear Market was valued at USD 16.5 billion in 2024 and is projected to grow at a CAGR of 5.4% from 2025 to 2030. By 2030, the market is expected to reach USD 23.8 billion.

Men's underwear is an essential segment of the apparel industry, encompassing various styles such as briefs, boxers, trunks, and boxer briefs. The market growth is fueled by increasing consumer preference for premium and comfortable underwear, advancements in fabric technology, and rising awareness about hygiene and self-care among men. The growing influence of e-commerce and sustainable clothing trends further contribute to market expansion.

Key Market Insights

• The global men's underwear market is witnessing significant growth, with demand for premium and branded underwear rising by 15% annually, particularly in urban regions.

• Cotton remains the dominant material, accounting for over 45% of the market share in 2024, while blends like modal and microfiber are gaining traction due to their comfort and durability.

• The e-commerce channel accounted for 35% of total sales in 2024, driven by convenience, discounts, and diverse product offerings.

• Asia-Pacific is the fastest-growing region, with a CAGR of 7.2% from 2025 to 2030, attributed to a rising middle-class population and increased disposable income.

• Sustainability trends are reshaping the market, with eco-friendly materials like organic cotton and bamboo fibers growing by 20% annually.

• Brand loyalty remains a critical factor, with established brands commanding over 60% of the market share in 2024.

Global Men's Underwear Market Drivers

Rising Awareness About Hygiene and Comfort is driving market growth:

Men's increasing awareness regarding personal hygiene and the importance of comfortable clothing is a major driver of the underwear market. With modern consumers prioritizing health and well-being, there is a notable shift toward premium products that offer better fit, support, and durability. Brands are introducing high-quality materials such as modal and bamboo fabric, which are breathable, soft, and environmentally friendly. Additionally, social media and advertising campaigns highlighting the benefits of hygienic and comfortable underwear have expanded the customer base. The inclusion of innovative features like odor control, moisture-wicking, and stretchable fits further enhances consumer demand, particularly among millennials and urban populations.

E-commerce and Digital Transformation is driving market growth:

The rapid growth of e-commerce platforms has revolutionized the men's underwear market. Online retailers provide extensive choices, product comparisons, and customer reviews, making the shopping experience convenient and transparent. The sector has benefited immensely from online promotions, exclusive discounts, and easy returns policies. Many brands now offer customizable subscription boxes, ensuring regular purchases. Moreover, digital marketing strategies, including influencer endorsements and targeted ads, have significantly enhanced brand visibility and consumer engagement. This driver is particularly strong in emerging markets, where online penetration continues to increase.

Sustainability and Eco-conscious Consumer Behavior is driving market growth:

Environmental concerns have led to a shift toward sustainable products in the men's underwear market. Eco-friendly options, such as organic cotton, bamboo fibers, and recycled materials, are gaining popularity. Many consumers are willing to pay a premium for environmentally responsible products that reduce carbon footprints. Global brands are also adopting ethical practices in production, ensuring compliance with fair trade and labor standards. Sustainability efforts are accompanied by certifications and transparent labeling, further appealing to the environmentally conscious demographic. These practices align with the growing trend of mindful consumption.

Global Men's Underwear Market Challenges and Restraints

Pricing Pressure and Intense Competition is restricting market growth:

The men's underwear market faces intense competition from numerous players, including established brands and new entrants. Pricing remains a critical challenge, especially for premium and sustainable products. While consumers increasingly seek quality and eco-friendliness, they are often unwilling to pay significantly higher prices. Discounts and promotional offers further compress profit margins for brands. Additionally, counterfeit products and unorganized markets pose risks to brand integrity and revenues. Companies must balance innovation and affordability to maintain competitiveness, which is a persistent challenge in the dynamic marketplace.

Cultural and Regional Sensitivities is restricting market growth:

The men's underwear market is highly influenced by cultural norms and regional preferences, creating challenges for global brands seeking to expand. For example, certain styles or fabrics may be considered inappropriate or unappealing in specific regions, limiting their marketability. Local manufacturers often dominate in such areas due to their understanding of cultural nuances. Moreover, sizing standards vary across regions, complicating inventory management and logistics. To overcome these barriers, international brands must invest in market research and localization strategies, which can be resource-intensive and time-consuming.

Market Opportunities

The men's underwear market presents significant opportunities for growth, particularly in emerging economies and niche segments. The rising middle class in regions like Asia-Pacific, Latin America, and Africa offers an expanding customer base with increasing purchasing power. As male consumers become more fashion-conscious, brands can capitalize on trends such as vibrant colors, unique prints, and innovative designs. The premium segment also holds untapped potential, as consumers increasingly seek high-quality products with added features like moisture-wicking and odor resistance. Additionally, sustainability offers a lucrative opportunity for differentiation. Companies investing in eco-friendly materials, ethical production practices, and transparent supply chains can appeal to environmentally conscious buyers. The rise of direct-to-consumer (DTC) models further enables brands to build strong relationships with customers, providing personalized shopping experiences and fostering brand loyalty.

MEN'S UNDERWEAR MARKET REPORT COVERAGE:

Men's Underwear Market Segmentation - By Product

• Briefs

• Boxers

• Trunks

• Boxer Briefs

Boxer briefs are the most dominant segment, accounting for 40% of the global market share in 2024. Combining the support of briefs and the coverage of boxers, they appeal to a wide demographic, particularly young and middle-aged consumers seeking both comfort and style.

Men's Underwear Market Segmentation - By Application

• Sports and Fitness

• Everyday Wear

• Luxury and Premium

Everyday wear is the most dominant application segment, holding 60% of the market share in 2024. The segment’s dominance is driven by the essential nature of underwear and its frequent replacement cycle, with a focus on comfort and durability for daily use.

Men's Underwear Market Segmentation - By Region

• North America

• Asia-Pacific

• Europe

• South America

• Middle East and Africa

North America dominates the global men's underwear market, contributing 35% to the total market revenue in 2024. Factors driving this dominance include high disposable income, widespread adoption of premium products, and a strong preference for branded and sustainable underwear. The region’s e-commerce infrastructure further accelerates growth, with consumers increasingly opting for online platforms for convenience. The United States is the largest contributor within the region, with an emphasis on innovative designs and advanced fabrics.

COVID-19 Impact Analysis on the Men's Underwear Market

The COVID-19 pandemic had a mixed impact on the global men's underwear market. In the early stages, the market saw a decline in sales due to lockdowns and economic uncertainties, which led to reduced discretionary spending. With stores closed or operating at limited capacity, consumers became more cautious with their spending habits, leading to a slowdown in many sectors, including men's fashion. However, as the pandemic progressed, there was a noticeable shift in consumer behavior, particularly with the rise of remote work and more casual lifestyles. This change in daily routines increased demand for comfortable, functional underwear as people sought more relaxed clothing options for home use. E-commerce quickly became the dominant sales channel as physical stores faced restrictions or closed temporarily. Brands that were agile in embracing digital platforms and adapting their marketing strategies saw a significant recovery in sales. The convenience of shopping online, combined with increased comfort and affordability in demand, further bolstered e-commerce growth during the pandemic. In addition, the heightened focus on hygiene and personal care during the pandemic drove a surge in interest for antimicrobial and odor-resistant underwear. Consumers became more conscious of the materials and technologies used in their clothing, leading to increased demand for high-performance, hygienic underwear options. This trend is expected to continue as consumer preferences evolve toward products that offer both comfort and health benefits. Looking ahead, the long-term prospects for the men's underwear market remain strong. The behavioral shifts seen during the pandemic, including preferences for comfort, convenience, and hygiene, are expected to persist, helping to drive growth and innovation in the market for years to come.

Latest Trends/Developments

The men's underwear market is experiencing several significant trends that highlight its evolving nature. Firstly, the rise of gender-neutral fashion is driving inclusive designs that cater to a wider, more diverse audience. As societal perceptions shift, underwear brands are embracing unisex styles, reflecting broader movements towards gender inclusivity. Secondly, smart textiles and wearable technology are gaining traction in the market. Underwear products now feature innovations such as temperature regulation, moisture-wicking, and even health-monitoring capabilities, catering to consumers looking for both comfort and advanced functionality. Thirdly, customization and personalization are becoming key differentiators. Brands are increasingly offering tailored fits, allowing consumers to select their ideal size, shape, and style. Additionally, personalized options such as monogramming are becoming popular, providing a sense of uniqueness and individual expression. Fourth, the growing popularity of athleisure is influencing underwear designs, with a focus on performance, flexibility, and versatility. As active lifestyles become more common, underwear is being designed to seamlessly blend comfort, support, and functionality, making it suitable for both athletic activities and everyday wear.  Lastly, collaborations between fashion brands and celebrities or influencers are helping to attract younger consumers. These partnerships create excitement and drive trends, often generating buzz around new collections or limited-edition designs, particularly among millennial and Gen Z shoppers.  Together, these trends underscore the men's underwear market's dynamic and innovative nature, signaling continued growth and adaptation to consumer preferences and technological advancements.

Key Players

1. Calvin Klein

2. Hanesbrands

3. Jockey International

4. Tommy Hilfiger

5. Fruit of the Loom

6. SAXX Underwear

7. Hugo Boss

8. Lululemon Athletica

9. Emporio Armani

10. Bonds