With the improvement of consumers' living standards and the change of consumer attitudes, lingerie is not only a necessity, but also an important carrier to show personal taste and fashion style.In 2024, the lingerie market showed strong growth, and the expansion of the market scale not only drove the development of the related manufacturing industry, but also promoted the innovation and progress of the design, marketing and retailing segments.

🌐Market Overview

The global lingerie market has exceeded US$100 billion and has shown steady growth in recent years. 2024 global retail sales of lingerie are expected to reach US$141.6 billion, with the Chinese market reaching US$44.9 billion. The global retail value of lingerie is forecast to reach US$155.2 billion in 2026, with a CAGR of approximately 4.0% from 2021-2026.

🗺️Regional and Consumer Insights

Geographically, the market for lingerie is dominated by North America, Europe, and Asia-Pacific, with Asia-Pacific holding the largest market share and dominating the global lingerie market and is expected to be the fastest growing region during the forecast period (2023-2032).

The Asia-Pacific lingerie and sleepwear market is expected to reach a revenue of USD 51.9 billion by 2024. The market is expected to grow at an annual rate of 3.65% (CAGR 2024-2028). China is the largest lingerie market in Asia Pacific, holding about 30% of the market share.

Whereas, the North America lingerie market is mainly categorized into three countries, namely, the U.S., Canada, and Mexico. Among them, the U.S. is the largest lingerie market in North America. the North America lingerie market size was estimated at USD 13.94 billion in 2024 and is expected to reach USD 17.2 billion by 2029.

Consumer behavioral preferences vary from region to region due to regional cultural influences.For example, Asia Pacific has diverse climates and warm, humid, and hot regions require higher comfort and breathability of undergarments, and cotton and breathable fabrics are favored.

Consumer purchase motivations in the lingerie market encompass comfort, fashion, functionality, cost-effectiveness, as well as trust in the brand, expression of personal identity, following social trends, and the pursuit of a healthy lifestyle.

When choosing lingerie, consumers are increasingly emphasizing on the ability of the product to meet their needs for health and well-being, such as the use of natural materials, skin-friendly designs, and the provision of good support and shaping.

🔍Industry Analysis

The global lingerie market is expected to continue growing in the coming years. In addition to the traditional markets of Europe and the US, the demand for lingerie in emerging markets such as the Southeast Asia region, Latin America, and the Middle East is also growing rapidly. The rise of emerging markets provides Chinese lingerie brands with a huge space for development and secondly, cross-border e-commerce platforms provide Chinese lingerie brands with convenient sales channels and lower the threshold for entering the international market. However, lingerie going overseas still faces many challenges, including cultural differences, market access restrictions, localization of brand positioning, diversity of consumer preferences, and complexity of international logistics and supply chain management.

Currently, the global lingerie market is not yet saturated. Overseas markets are still full of opportunities and challenges. Consumers around the world are increasingly demanding high-quality, comfortable and fashionable lingerie, but cultural and consumer preferences vary from region to region, and brands need to adjust their localization strategies to meet the specific needs of the local market during the process of going overseas.