The global knitted underwear market was valued at USD 4 billion in 2023 and is projected to grow at a CAGR of 5% from 2024 to 2033, reaching USD 6.51 billion by 2033. The steady market growth is largely driven by rising consumer preference for comfort, style, and sustainability. With consumers becoming more eco-conscious, the demand for knitted underwear made from organic cotton, bamboo fibers, and recycled materials continues to rise. Additionally, fashion innovation and the rise of premium and athleisure-inspired underwear collections have supported market expansion.
Market Overview
Knitted underwear refers to intimate apparel manufactured using knitting techniques that create stretchable, breathable, and comfortable fabrics. Products include briefs, boxers, panties, bralettes, camisoles, and thermal innerwear.
Historical Growth and Evolution: Initially viewed as purely functional, knitted underwear evolved in the late 20th century to include more fashionable designs, diverse materials, and specialty fits. Recent years have seen a surge in sustainable and ethically produced underwear, transforming the segment into a style-driven and environmentally conscious market.
Major Genres: The market includes men's, women’s, and unisex categories, and sub-segments like everyday basics, luxury/fashion-focused designs, shapewear, thermal wear, and sports/athleisure underwear.
Key Platforms: Products are sold across department stores, specialty lingerie shops, large supermarket chains, online marketplaces, and direct-to-consumer (D2C) e-commerce brands that often target niche sustainable or premium markets.
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Market Dynamics
Drivers:
Growing demand for sustainable and eco-friendly underwear.
Expansion of e-commerce, making niche and premium brands widely accessible.
Increasing consumer focus on comfort, fit, and skin-friendly materials.
Restraints:
Price sensitivity in developing markets where basic functional products remain dominant.
Intense competition leading to margin pressure for manufacturers.
Opportunities:
Rising interest in organic cotton, bamboo, and recycled fibers.
Growth of personalized and inclusive sizing ranges.
Integration of smart fabrics and moisture-wicking technologies appealing to activewear consumers.
Market Segmentation
By Type: Briefs, boxers, panties, bras, camisoles, shapewear, thermal underwear, others.
By Genre: Men’s, women’s, unisex.
By Distribution: Offline retail (department stores, specialty stores, supermarkets), online retail (e-commerce platforms, brand-owned webshops).
By Region: North America, Europe, Asia Pacific, Latin America, Middle East & Africa.
Competitive Landscape
Key players combine innovation, sustainability, and branding to strengthen market presence:
Hanesbrands Inc.
Jockey International, Inc.
Calvin Klein (PVH Corp.)
Fruit of the Loom, Inc.
Triumph International
Marks and Spencer Group plc
H&M Group
Victoria’s Secret & Co.
Many of these companies focus on expanding eco-friendly collections, introducing seamless designs, and enhancing online shopping experiences.
Region-wise Trends
North America: Strong demand for premium and athleisure underwear, boosted by lifestyle-focused branding.
Europe: Growth led by sustainability trends, with consumers favoring organic and ethical brands.
Asia Pacific: Fastest-growing market driven by urbanization, rising disposable income, and increased adoption of branded underwear.
Latin America & MEA: Emerging opportunities tied to changing lifestyle preferences and retail expansion.
The knitted underwear market’s transformation reflects a wider consumer shift toward comfort, style, and sustainable living—creating new opportunities for innovative and eco-conscious brands worldwide.