Men’s Underwear Market By Product Type (Briefs, Boxer Brief, Trunks, Boxers), By Material Type (Nylon, Cotton, Polyester, Others), By Sales Channel (Supermarkets/Hypermarkets, Specialty Stores, Multi Branded Stores, Others (Distributors, etc.) By Region, By Competition Forecast & Opportunities 2024-2032F

Market Overview

Global Men’s Underwear Market has valued at USD35.7 billion in 2022 and is anticipated to project robust growth in the forecast period with a CAGR of 7.8% through 2028. The global men's underwear market is a dynamic and ever-evolving industry that has witnessed significant growth and innovation in recent years. This market encompasses a wide range of products, including boxers, briefs, boxer briefs, trunks, and more, designed to provide comfort and support to men.

One of the key drivers of growth in this market is the increasing focus on comfort and functionality. Men are now looking for underwear that not only looks good but also feels comfortable throughout the day. This has led to the development of new materials and technologies that enhance breathability, moisture-wicking, and durability, all while maintaining a stylish appearance.

Another notable trend is the growing demand for sustainable and eco-friendly options. Many consumers are now seeking underwear made from organic and renewable materials, as well as products that are ethically produced and have a reduced environmental footprint.

The men's underwear market is also influenced by fashion trends, with an emphasis on bold colors, patterns, and designs. This reflects a shift in consumer preferences towards stylish and trendy underwear that complements their overall fashion choices.

E-commerce has played a significant role in the market's growth, allowing consumers to explore a wide variety of brands and styles online. Additionally, social media and influencer marketing have contributed to increased brand visibility and consumer engagement.

In conclusion, the global men's underwear market continues to evolve, driven by the pursuit of comfort, sustainability, and style. It remains a competitive and dynamic industry with ongoing opportunities for innovation and growth.

Key Market Drivers

Changing Consumer Preferences and Comfort-Driven Designs

Consumer preferences have evolved significantly in the men's underwear market. Today, comfort is paramount. Men are increasingly looking for underwear that provides not only support but also a comfortable fit throughout the day. This shift in preference has led to innovations in materials and design. Fabrics with enhanced breathability, moisture-wicking properties, and ergonomic designs are gaining popularity. Brands are investing in research and development to create underwear that feels like a second skin, addressing issues like chafing and discomfort.

Sustainability and Eco-Friendly Materials

Sustainability has become a major driver in the global men's underwear market. Consumers are increasingly conscious of the environmental impact of their clothing choices. This has led to a surge in demand for eco-friendly and sustainable underwear options. Brands are responding by using organic and renewable materials, such as organic cotton, bamboo, and recycled fabrics. They are also adopting ethical and environmentally responsible manufacturing processes. Sustainable certifications and transparent supply chains are becoming important marketing points for many brands, appealing to eco-conscious consumers.

Fashion Trends and Stylish Designs

Fashion trends play a significant role in the men's underwear market. Men are now more fashion-conscious than ever, seeking stylish and trendy underwear that complements their overall attire. This has resulted in a wide range of designs, colors, and patterns. Brands are constantly introducing new collections that cater to various fashion tastes. Bold prints, vibrant colors, and unique textures have become popular choices. Moreover, the rise of social media and influencer marketing has further propelled the importance of aesthetics in the market, with influencers promoting fashionable underwear brands to their followers.

E-Commerce and Online Shopping

The growth of e-commerce has revolutionized how consumers shop for men's underwear. Online platforms provide a convenient and diverse shopping experience, allowing consumers to explore a wide range of brands and styles from the comfort of their homes. The ease of online shopping, coupled with detailed product descriptions and customer reviews, empowers consumers to make informed choices. Many brands have established a strong online presence, and some are exclusively digital. This digital landscape has intensified competition, prompting brands to offer competitive pricing, innovative marketing strategies, and responsive customer service to capture online market share.

Influence of Athleisure and Sports

The rise of athleisure and sports-related activities has significantly impacted the men's underwear market. Men now expect their underwear to provide not only everyday comfort but also support for active lifestyles. Performance-based fabrics and designs have gained traction, catering to athletes and fitness enthusiasts. Moisture-wicking materials, compression technology, and seamless construction are some of the innovations that have emerged to meet these demands. Additionally, the trend of wearing sporty or athletic-inspired underwear as casualwear has contributed to the market's growth.

Key Market Challenges

Intense Competition and Brand Proliferation

One of the primary challenges in the men's underwear market is the intense competition and the proliferation of brands. The market is saturated with numerous established and emerging brands, both large and small, all vying for consumer attention. This high level of competition leads to pricing pressures, making it challenging for brands to maintain profitability. Moreover, with so many options found at, consumers often struggle to differentiate between brands, leading to a reliance on factors such as price, design, or loyalty.

Supply Chain Disruptions and Raw Material Costs

The men's underwear industry relies on global supply chains to source materials and produce products. Disruptions in the supply chain, whether due to natural disasters, geopolitical issues, or pandemics (as seen with COVID-19), can impact production schedules and lead to delays in delivering products to consumers. Additionally, fluctuations in the prices of raw materials, such as cotton and synthetic fibers, can affect production costs and profit margins. Brands need to adapt to these challenges by diversifying their supply sources and considering alternative materials.

Sustainability and Ethical Concerns

While sustainability is a driver in the men's underwear market, it also presents a challenge. Meeting the growing demand for eco-friendly products can be complex and costly. Sourcing sustainable materials, adopting eco-friendly manufacturing processes, and ensuring ethical labor practices throughout the supply chain can increase production costs. Furthermore, verifying and communicating sustainability claims to consumers requires transparency and certifications, which can be resource-intensive. Balancing these considerations while maintaining competitive pricing is a delicate challenge for brands in this market.

Consumer Education and Awareness

Many consumers may not fully understand the significance of choosing high-quality underwear or the benefits of sustainable options. Educating consumers about the importance of comfort, material choices, and ethical considerations can be a challenge. Moreover, because underwear is often a low-involvement purchase, consumers may not invest much time in researching or evaluating their options. Brands face the challenge of effectively communicating the value of their products and differentiating themselves in a crowded market. Additionally, misinformation or misconceptions about various materials or production processes can impact consumer choices and preferences.

Key Market Trends

Sustainable and Eco-Friendly Materials

A significant and enduring trend in the men's underwear market is the growing demand for sustainable and eco-friendly materials. As environmental consciousness increases among consumers, they seek products made from organic, recycled, or renewable materials. Brands are responding by incorporating eco-friendly fabrics such as organic cotton, Tencel, bamboo, and recycled polyester into their underwear collections. These materials not only appeal to environmentally conscious consumers but also offer benefits like moisture-wicking, breathability, and comfort.

Athleisure and Performance-Driven Designs

With the rise of athleisure fashion and the increased emphasis on fitness and active lifestyles, men's underwear designs are becoming more performance-oriented. Moisture-wicking fabrics, seamless construction, and compression technology are incorporated into underwear styles to provide support during physical activities. Athletes and fitness enthusiasts seek underwear that offers comfort, flexibility, and breathability, driving brands to innovate in this direction.

Fashion-Forward Styles and Patterns

Men are becoming more fashion-conscious and experimental in their underwear choices. Brands are responding by offering a wide range of stylish designs, patterns, and colors. Bold prints, vibrant colors, and unique textures have become popular choices. These fashionable designs are often inspired by current trends in the fashion industry. Social media and influencer marketing have played a role in popularizing stylish underwear, with influencers showcasing their favorite brands to a wide audience.

In recent years, men have shown a growing interest in their fashion choices, extending to their innerwear. This shift in consumer preferences reflects a desire for self-expression and an acknowledgment of the importance of feeling confident and stylish from the inside out. Men now view their underwear as more than just a functional necessity; it's also an opportunity to make a fashion statement.

Brands have responded to this trend by diversifying their design offerings. They are no longer limited to basic solid colors and traditional cuts. Instead, brands are pushing boundaries with a wide array of stylish options. Bold prints, intricate patterns, and vibrant colors have become standard fare, allowing men to choose underwear that reflects their personality and style.

Fashion-forward underwear designs often draw inspiration from current fashion trends. For example, if slim-fit pants are in style, you may find corresponding slim-fit underwear styles to complement the overall look. Similarly, patterns and prints that are popular in mainstream fashion can be translated into underwear designs. This synchronization between outerwear and innerwear helps men create cohesive and fashionable ensembles.

Social media platforms like Instagram and YouTube have played a pivotal role in popularizing stylish men's underwear. Influencers, including fashion bloggers, fitness enthusiasts, and celebrities, showcase their favorite underwear brands and styles to a broad and engaged audience. These influencers not only highlight the aesthetics but also emphasize the comfort and fit of fashionable underwear. As a result, consumers are exposed to a variety of brands and styles that they may not have discovered otherwise.

Fashion-forward underwear allows men to express their individuality and personal style. Whether it's choosing underwear with a playful pattern, a pop of color, or a unique texture, these options enable wearers to feel more confident and expressive. The availability of diverse designs empowers consumers to curate their underwear collection to suit different moods, occasions, or even seasons.

Fashion-forward underwear isn't just about aesthetics; it's also about how it makes the wearer feel. Stylish underwear can boost confidence and provide a sense of self-assuredness. When men feel good about their underwear, it positively influences their overall perception of themselves and their fashion choices.

Alongside fashionable designs, brands are innovating in materials and construction to ensure that stylish underwear is also comfortable and functional. Modern materials provide the necessary support and breathability while accommodating various designs and patterns. Additionally, seamless and ergonomic designs reduce discomfort and chafing, making fashion-forward underwear both stylish and practical.

Subscription Services and Direct-to-Consumer Models

Subscription services and direct-to-consumer (DTC) models have gained traction in the men's underwear market. Brands are capitalizing on the convenience and personalization these models offer. Subscribers receive new underwear on a regular basis, eliminating the need for in-store shopping. Additionally, DTC brands can gather valuable data on customer preferences and behavior, enabling them to tailor products and marketing strategies more effectively.

Technology Integration

Technology is increasingly being integrated into men's underwear to enhance comfort and functionality. Smart textiles, such as fabrics with moisture-sensing capabilities, are being used to improve moisture management and temperature regulation. Additionally, antimicrobial and odor-resistant treatments are incorporated to maintain freshness throughout the day. These technological advancements appeal to consumers looking for innovative solutions to common underwear-related issues.

One of the most notable technological advancements in men's underwear is the use of moisture-sensing fabrics. These fabrics are designed to detect and respond to changes in moisture levels, making them ideal for managing sweat and moisture in the underwear area. When moisture is detected, these fabrics can help wick moisture away from the skin, keeping the wearer dry and comfortable. This is particularly beneficial for athletes and individuals with active lifestyles who may experience increased perspiration.

Smart textiles also incorporate temperature-regulating properties. These fabrics can adapt to changes in environmental conditions, helping to maintain an optimal temperature for the wearer's comfort. Whether it's staying cool in hot weather or providing warmth in colder conditions, temperature-regulating underwear offers year-round comfort.

Another significant technological enhancement in men's underwear is the integration of antimicrobial and odor-resistant treatments. These treatments help prevent the growth of bacteria and the accumulation of odors, even during extended wear. This is particularly valuable for individuals who lead active lives or engage in activities that may result in increased sweat and odor.

While not strictly technological, advancements in design have also contributed to enhanced comfort and functionality. Many modern men's underwear brands use cutting-edge design techniques to create seamless and ergonomic styles. These designs reduce chafing, irritation, and discomfort, ensuring that the underwear fits snugly and provides support without causing any inconvenience.

Some innovative brands are exploring the integration of wearable technology into men's underwear. This can include sensors that monitor various health metrics, such as heart rate, body temperature, or even stress levels. While these developments are in their early stages, they showcase the potential for underwear to become a part of the broader wearable tech ecosystem.

As sustainability is a growing trend in the fashion industry, some technological advancements in men's underwear are also geared towards eco-friendliness. Sustainable materials and production methods are being integrated into these undergarments, appealing to environmentally conscious consumers. For example, some brands are incorporating recycled materials or using dyeing processes that reduce water and chemical usage.

Inclusive Sizing and Body Positivity

The fashion industry as a whole, including men's underwear, is becoming more inclusive and body-positive. Brands are expanding their size ranges to cater to a broader spectrum of body types and shapes. This trend recognizes that men of all sizes deserve comfortable and stylish underwear options. Additionally, marketing campaigns and advertising increasingly feature diverse models, challenging traditional notions of male beauty and promoting body positivity.

Segmental Insights

Product Type Insights

Briefs, traditionally considered a classic and timeless underwear style, have experienced a resurgence in popularity in recent years, emerging as a growing segment in the men's underwear market. This resurgence can be attributed to several factors.

Firstly, briefs offer a level of support and comfort that many men find appealing. The snug fit and minimalistic design provide excellent support without the extra fabric associated with other styles, reducing the risk of bunching or discomfort. This makes briefs an ideal choice for daily wear, particularly under slim-fit clothing.

Secondly, the fashion-forward trend in men's underwear has led to the reimagining of classic briefs with modern designs and materials. Brands are introducing innovative features such as moisture-wicking fabrics, breathable mesh panels, and ergonomic waistbands to enhance the comfort and functionality of briefs. Additionally, fashion-conscious consumers appreciate the wide array of colors, patterns, and prints found at in the briefs category, enabling them to express their personal style.

Furthermore, briefs are gaining traction among younger consumers who appreciate the retro-inspired aesthetics. These consumers see briefs as a fashion statement, influenced by nostalgia and a desire for vintage-inspired fashion.

In conclusion, briefs have evolved from being perceived as old-fashioned to becoming a growing segment in the men's underwear market. Their combination of comfort, support, and fashion-forward design, along with their appeal to both traditional and younger consumers, positions them as a versatile and thriving category within the industry.

Sales Channel Insights

The online segment of the men's underwear market has witnessed remarkable growth and transformation in recent years, establishing itself as a significant and continuously expanding segment within the industry. Several key factors contribute to the burgeoning success of online sales for men's underwear.

First and foremost, the convenience and accessibility of online shopping have revolutionized the way consumers purchase underwear. With just a few clicks, customers can explore a vast array of brands, styles, and sizes from the comfort of their homes or on-the-go via mobile devices. This convenience factor has been especially appealing in an increasingly fast-paced world.

Moreover, the online segment allows consumers to access a broader and more diverse range of products than what may be found at in physical retailers. This variety caters to a wide spectrum of preferences, including different fits, materials, designs, and price points. As a result, consumers have greater freedom to explore and select products that align with their specific needs and tastes.

E-commerce platforms have also fostered a sense of transparency and trust through customer reviews, ratings, and detailed product descriptions. This enables shoppers to make informed decisions, even when they cannot physically inspect the merchandise.

Furthermore, the rise of direct-to-consumer (DTC) brands has been a driving force behind the growth of online sales in the men's underwear market. These brands have leveraged online platforms to establish their presence, offering innovative products, sustainable options, and personalized experiences to consumers.

In addition, social media and influencer marketing have played a pivotal role in promoting online underwear brands. Influencers and celebrities often collaborate with these brands, showcasing their products to a vast and engaged audience, thereby increasing brand visibility and driving sales.

Lastly, the COVID-19 pandemic accelerated the shift toward online shopping, as many consumers sought to minimize in-person retail experiences. This shift further solidified the online segment's position in the market.

In conclusion, the online segment of the men's underwear market has flourished due to its convenience, diverse product offerings, transparency, the rise of DTC brands, influencer marketing, and the impact of the COVID-19 pandemic. As technology continues to advance and consumers embrace digital shopping experiences, the online segment is likely to remain a key driver of growth and innovation in the industry.

Regional Insights

North America represents a rapidly growing segment within the global men's underwear market, fueled by a combination of changing consumer preferences, evolving fashion trends, and a robust e-commerce landscape.

One of the key drivers of growth in North America is the increasing emphasis on fashion-forward and stylish underwear choices among men. As consumers become more fashion-conscious and seek to express their individuality, they are turning to a diverse range of underwear styles, patterns, and colors. Brands in North America are actively responding to this demand by introducing innovative designs that cater to various tastes, from classic to bold and contemporary.

Additionally, sustainability is a significant factor driving the growth of the men's underwear market in North America. As eco-consciousness grows among consumers, they are increasingly inclined to choose sustainable and eco-friendly underwear options. Brands in the region are leveraging this trend by using organic and recycled materials, adopting ethical manufacturing practices, and promoting transparent supply chains.

The e-commerce landscape in North America plays a pivotal role in the market's growth. Online platforms provide consumers with easy access to a wide range of brands and styles, enabling them to explore and compare products with convenience. The rise of direct-to-consumer (DTC) brands in North America has further contributed to the expansion of online sales, offering consumers personalized experiences and innovative product offerings.

In summary, North America's growing segment in the men's underwear market is driven by the intersection of fashion-conscious consumers, sustainability concerns, and a robust e-commerce ecosystem. Brands in the region are well-positioned to continue innovating and catering to the evolving preferences of their diverse customer base.

Recent Developments

• In 2021, Alphyx launches a new line ofmen’s underwear globally.
• In 2023, Sports innerwear brand TRYB,launches athletic underwear for men.
• In 2022, BN3TH and Jason Momoa LaunchUnderwear Collaboration.

Key Market Players

• Hanesbrands Inc.
• Naked Brand Group Inc.
• Jockey
• Levi Strauss & Co.
• Perry Ellis International Inc.
• Iconix Brand Group Inc.
• Penney IP LLC
• Under Armour, Inc.
• Fibre2Fashion Pvt. Ltd.
• PVH Corp