Men’s Underwear Market Size - By Product (Briefs, Boxers, Boxer briefs, Trunks, Hipsters, Thongs, Others), By Material (Cotton, Polyester, Modal, Nylon, Bamboo, Others), By Age Group, By Distribution Channel & Forecast, 2024 - 2032

Men’s Underwear Market Size

Men’s Underwear Market size was valued at USD 74.6 billion in 2023 and is estimated to grow at a CAGR of 5.5% between 2024 and 2032. Fashion trends heavily impact the market growth. Consumers are increasingly interested in modern designs that offer both comfort and style. Trends such as athletic and sporty aesthetics, minimalist designs, and vibrant prints have driven demand for diverse and fashionable underwear options.
 

Influential brands and celebrity endorsements play a big role in shaping what consumers like. High-profile marketing campaigns and collaborations with popular figures can make certain brands and styles more appealing, influencing buying decisions. According to a report by the National Retail Federation, 65% of consumers say they are more likely to buy a product if a celebrity endorses it. Advances in fabric technology and materials have made men’s underwear more comfortable and functional. Innovations like moisture-wicking fabrics, breathable materials, and stretchable blends have improved comfort, leading to higher consumer demand.
 

Mens Underwear Index 2024

Consumers are prioritizing comfort and functionality when choosing underwear. Fabric technologies like moisture-wicking, breathability, and streatchability are becoming more popular. Brands are using these performance fabrics to meet the needs of active lifestyles. Sustainability is also a key trend, with a focus on eco-friendly materials and ethical production. In the men's underwear market, organic cotton, recycled fabrics, and environmentally conscious manufacturing processes are becoming more common. According to the Organic Trade Association, sales of organic cotton products increased by 12% in 2023. Brands are committed to reducing environmental impact and promoting sustainability.
 

Fashion and design innovations are important in the market. Brands are trying unique patterns, colors, and cuts, and offering customizable options to meet individual preferences. Personalized underwear, with custom prints and tailored fits, is becoming more popular. E-commerce is transforming the men's underwear market. Online platforms offer convenience, a wide range of options, and competitive pricing. According to the U.S. Census Bureau, e-commerce sales in the clothing sector grew by 18% in 2023. Brands are improving their digital presence with user-friendly websites, social media marketing, and targeted online advertising to attract online shoppers.
 

The International Fabric Institute notes that sales of moisture-wicking fabrics have increased by 20% in the past year. Increased awareness of personal hygiene and health has also influenced men’s underwear choices. Fabrics with antimicrobial and anti-odor properties are becoming more popular as consumers look for products that offer health benefits beyond basic comfort. A survey by the American Apparel Association found that 55% of men prefer underwear with these health benefits.
 

The men’s underwear market is highly competitive and fragmented, with numerous brands offering a wide range of products. Established brands, new entrants, and private labels vie for market share, making it challenging for companies to differentiate themselves. Fluctuations in the availability and cost of raw materials, such as high-quality fabrics, can impact production costs and supply chain stability. Companies must manage these risks to maintain consistent product quality and pricing.
 

Men’s Underwear Market Trends

Consumers are increasingly interested in sustainable and eco-friendly products. This trend is evident in the use of organic cotton, recycled materials, and environmentally friendly dyes and finishes. According to the Organic Trade Association, sales of organic cotton products grew by 10% in 2023. Brands that focus on sustainability and transparency in their sourcing and production are becoming more popular. Collaborations between underwear brands and fashion designers or celebrities are also more common. These partnerships often lead to limited-edition collections that attract fashion-conscious consumers.
 

The rise of e-commerce has changed how people buy underwear. Online shopping platforms and direct-to-consumer models offer convenience and access to a wider range of products, driving growth in digital sales channels. The U.S. Census Bureau reported that e-commerce sales increased by 7.8% in 2023. Fabrics that offer better breathability and moisture management are in demand, especially for those with active lifestyles or living in warmer climates. These features help maintain comfort and prevent issues related to sweat and heat.
 

Men’s Underwear Market Analysis

Based on product, the market is divided into briefs, boxers, boxer briefs, trunks, hipsters, thongs, others. In 2023, briefs held the dominant market of USD 23.2 billion and is expected to reach USD 39.7 billion by 2032. Briefs are valued for their classic design and support, offering a snug fit that many men find comfortable for daily wear.
 

The demand for briefs is driven by their simplicity and the traditional sense of security and support they provide. Many men choose briefs for sports and physical activities due to their support and minimal movement. Innovations in fabric technology, such as moisture-wicking and compression materials, enhance their appeal for athletic use.
 

Based on material, the men’s underwear market is categorized into cotton, polyester, modal, nylon, bamboo and others. In 2023, cotton held the dominant market share of 41% and is anticipated to grow through the years. Cotton is renowned for its softness and breathability, making it a popular choice for everyday wear. Polyester is highly durable and resistant to wear and tear, which appeals to consumers seeking long-lasting products.
 

Modal is exceptionally soft and smooth, often compared to silk, enhancing overall comfort. Nylon provides a strong and stretchy fabric that retains its shape, making it suitable for performance-oriented underwear. Bamboo is highlighted for its eco-friendly nature, as it is a renewable resource and often produced with fewer chemicals. Blends and specialty fabrics (such as spandex) offer enhanced flexibility, support, and innovative features like enhanced fit and shape retention.
 

North America held a men’s underwear market of around USD 19.7 billion in 2023 and is expected to reach USD 32.3 billion by 2032. North American consumers have access to a wide range of materials, including cotton, modal, bamboo, and blends. Preferences vary, with many seeking natural fibers for their breathability and softness, while others opt for synthetic materials for their durability and performance features.
 

The market in U.S. is set to grow through a CAGR of 5.9% through 2032. Comfort remains the foremost driver. U.S. consumers prioritize underwear that offers a snug yet comfortable fit. Innovations in waistband design, seamless construction, and advanced fabric technology is critical to addressing this need.
 

The German men’s underwear market maintained a considerable position in Europe. German consumers prioritize comfort, seeking underwear that provides a good fit and feels pleasant against the skin. Innovations in fabric technology and design improvements, such as ergonomic cuts and seamless construction, are highly valued.
 

China is supposed to grow at the highest rate of 6.6% in the region. Chinese consumers are placing a higher emphasis on comfort, seeking underwear that offers a good fit and all-day wearability. Innovations in design and fabric technology, such as improved waistband comfort and seamless construction, are becoming more popular.
 

Men’s Underwear Market Share

Men’s underwear industry seems to be consolidated in nature due to presence of local and global players across the globe. In 2023, the market players such Adidas AG, Berkshire Hathaway, Bonobos, Calvin Klein, Giorgio Armani S.p.A., Hanesbrands Inc., Hugo Boss AG, Jockey International, Inc. collectively held around 5%-10% market share. These prominent players are proactively involved in strategic endeavors, such as mergers & acquisitions, facility expansions & collaborations, to expand their product portfolios, extend their reach to a broader customer base, and strengthen their market position.
 

Men’s Underwear Market Companies

Major players operating in the men’s underwear industry are:

• Adidas AG
• Berkshire Hathaway
• Bonobos
• Calvin Klein
• Giorgio Armani S.p.A.
• Hanesbrands Inc.
• Hugo Boss AG
• Jockey International, Inc.
• Mack Weldon
• Nike, Inc.
• Puma SE
• Ralph Lauren Corporation
• Saxx Underwear Co.
• Tommy Hilfiger
• Under Armour, Inc.
   

Men’s Underwear Industry News

• In September 2023, Page Industries Ltd, the official licensee of Jockey International Inc., expanded its flagship retail store in New Delhi, India. The two-story store spans 2,500 square feet, featuring dedicated sections for men, women, and children.
   
• In August 2022, Tommy Hilfiger bolstered its retail presence by inaugurating a new store in Bonn, Germany. Housed in a historical building, the store is crafted to deliver an unparalleled in-store experience, prominently showcasing men's underwear and accessories.
   
• In August 2022, Calvin Klein unveiled its 'Autumn 2022' campaign, spotlighting its latest underwear and jeans collections. Tailored for everyday wear, the modern collection promises wireless comfort and incorporates a blend of recycled materials.
   
• In April 2022, Hanes Brand, Inc. introduced its latest innovation: the 'X-Temp Total Support Pouch' men's underwear. This new offering boasts a cooling fabric, breathable mesh panels, and features designed for quick-drying and moisture-wicking performance.
   

The men’s underwear market research report includes in-depth coverage of the industry with estimates & forecast in terms of revenue (USD Billion) (Million Units) from 2021 to 2032, for the following segments:

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Market, By Product

• Briefs
• Boxers
• Boxer briefs
• Trunks
• Hipsters
• Thongs
• Others

Market, By Material

• Cotton
• Polyester
• Modal
• Nylon
• Bamboo
• Others

Market, By Age Group

• 15 - 30
• 31 – 45
• 46 – 60
• Above 60

Market, By Distribution Channel

• Wholesaler/Distributor
• Specialty store
• Hypermarket/Supermarket
• E-commerce
• Others

The above information is provided for the following regions and countries:

• North America
  • U.S.
  • Canada
• Europe
  • UK
  • Germany
  • France
  • Italy
  • Spain
  • Russia
  • Rest of Europe
• Asia Pacific
  • China
  • India
  • Japan
  • South Korea
  • Australia
  • Rest of Asia Pacific 
• Latin America
  • Brazil
  • Mexico
  • Rest of Latin America
• MEA
  • UAE
  • Saudi Arabia
  • South Africa
  • Rest of MEA