Key Insights
Essential data points from our research
The global lingerie market was valued at $72.7 billion in 2020
The lingerie market is expected to grow at a CAGR of 8.5% from 2021 to 2028
The U.S. lingerie market was worth $14.5 billion in 2020
Online lingerie sales in the U.S. accounted for over 30% of total lingerie sales in 2020
The average American woman owns 16 pieces of lingerie
68% of women report wearing the wrong bra size
Bras make up about 56% of the global lingerie market
Briefs and panties account for approximately 29% of the market share
Europe accounted for the largest share of the global lingerie revenue at over 35% in 2020
Asia-Pacific is expected to witness the fastest CAGR of 9.5% through 2028
62% of women consider comfort the most important aspect when buying lingerie
35% of lingerie buyers prefer seamless styles
48% of women find bra shopping to be stressful
Consumer Behavior and Preferences
- 62% of women consider comfort the most important aspect when buying lingerie
- 35% of lingerie buyers prefer seamless styles
- 48% of women find bra shopping to be stressful
- The average price for a bra in the U.S. is $30
- Women ages 25-34 represent 27% of the lingerie market's target audience
- 41% of women aged 18–24 listed inclusivity as a deciding factor in lingerie purchases
- T-shirt bras are the most purchased bra style in the U.S.
- Sports bras accounted for 21% of U.S. bra sales in 2021
- 22% of consumers purchase lingerie monthly
- The average pair of panties costs $5 in the U.S.
- Around 60% of men also purchase lingerie, mostly as gifts
- 89% of women feel more confident when wearing attractive lingerie
- Strapless bras account for 9% of global bra category revenue
- Demand for wireless bras increased by 36% in 2020
- Over 70% of women say they prefer lingerie that reflects their personal style
- Cotton is the most used material in lingerie, comprising 42% of market share
- Push-up bras saw an 18% decline in sales from 2018 to 2021
- 40% of women name support as top priority in bra shopping
- 29% of consumers are willing to pay more for sustainable lingerie
- 83% of women prefer neutral colors (black/nude/white) for daily lingerie
- Valentine’s Day accounts for nearly 15% of annual lingerie sales
- 52% of lingerie shoppers use mobile devices for purchases
- High-waisted underwear accounts for 19% of all panty sales in 2021
- 58% of Gen Z consumers say social media influences their lingerie purchases
- 74% of consumers expect inclusive sizing from lingerie brands
- 63% of return requests for lingerie are due to fit issues
- Lace remains the most preferred fabric for lingerie aesthetics
- 55% of women say they feel more empowered when wearing matching sets
- 18% of luxury lingerie revenue comes from bridal collections
- 26% of consumers buy lingerie for special occasions only
- 47% of shoppers want recommendations based on body type
- 59% of women are more likely to buy lingerie if it’s shown on diverse body types
Interpretation
In a world where comfort reigns, confidence is currency, and cotton is queen, the modern lingerie market is less about seduction and more about self-expression—preferably wireless, seamless, size-inclusive, and stress-free.
Market Size and Growth
- The global lingerie market was valued at $72.7 billion in 2020
- The lingerie market is expected to grow at a CAGR of 8.5% from 2021 to 2028
- The U.S. lingerie market was worth $14.5 billion in 2020
- Briefs and panties account for approximately 29% of the market share
- Europe accounted for the largest share of the global lingerie revenue at over 35% in 2020
- Asia-Pacific is expected to witness the fastest CAGR of 9.5% through 2028
- Victoria's Secret held a 24% share of the U.S. women's underwear market in 2021
- Savage X Fenty was valued at $1 billion in 2021
- Sustainable lingerie makes up only 2-3% of total global lingerie sales
- The maternity lingerie segment is expected to register a CAGR of 10.3% through 2028
- Intimate wear for plus-size women is expected to grow at 6.5% CAGR
- The U.S. plus-size lingerie market was valued at $2.5 billion in 2020
- The UK lingerie market was valued at £3.3 billion in 2021
- China is the world's largest lingerie producing country
- Custom-fitted lingerie market is projected to grow 7.9% annually
- France is the second-largest importer of lingerie
- Lingerie advertising amounts to nearly $400 million annually in the U.S.
- Seamless lingerie demand rose 34% post-pandemic
- Adhesive bras have a 6% market share in specialty bras
- The global men’s lingerie market was valued at $1.8 billion in 2020
- Lingerie subscription boxes are expected to grow at 7.2% CAGR
- Europe leads in luxury lingerie sales with a 41% market share
- Subscription-model lingerie brands saw 200% growth during the pandemic
Interpretation
In a world where comfort meets capitalism, the $72.7 billion lingerie industry is proving that intimate apparel is serious business—with curves in both body types and profit margins—while the race for sustainability, inclusivity, and personal fit reveals this isn't just about underwear, it's about understanding what consumers truly wear beneath the surface.
Product Ownership and Usage
- The average American woman owns 16 pieces of lingerie
- 68% of women report wearing the wrong bra size
- Bras make up about 56% of the global lingerie market
- 44% of women wear a bra 12 or more hours a day
- The average lifespan of a bra is about 8 months with regular use
- Bralettes make up 12% of the lingerie market
- Only 12% of women get professionally fitted for bras
- Women purchase new bras on average every 8-10 months
- Nearly 3 out of 10 bras purchased in the U.S. are sports bras
- The average lifetime of a lingerie item is 2-3 years under proper care
Interpretation
Despite owning a drawerful of lingerie, most American women spend years strapped into ill-fitting bras, proving that comfort and support are more elusive than lace and elastic may suggest.
Sales Channels and Distribution
- Online lingerie sales in the U.S. accounted for over 30% of total lingerie sales in 2020
- 57% of lingerie is sold in physical retail stores worldwide
- Designer lingerie saw a 20% sales increase in e-commerce in 2021
Interpretation
While lace and satin may be timeless, the lingerie industry is clearly slipping into something more digital, as online sales seduce a growing share of the market—even high-end pieces are finding their way into shopping carts with a click.
Trends and Innovations
- Digital fitting tools reduce fit returns by 22%
- 38% of lingerie brands report content creation as their top marketing expense
- In 2022, digital lingerie fittings increased by 150%
Interpretation
As digital fittings tighten their grip on the lingerie industry—cutting returns by 22% and soaring 150% in 2022—brands are baring their budgets, with 38% spending most on content creation to stay stylishly supported online.
