Global Men's Underwear Market Outlook 2030

Global Men's Underwear Market Overview

• The global mens underwear market is valued at USD 38.96 billion, driven primarily by rising consumer demand for comfort, fit, and functionality. The market has witnessed significant advancements in fabric technologies such as moisture-wicking, antimicrobial, and breathable materials, which have enhanced the value proposition of mens underwear. The growing trend of body-conscious fashion, health awareness, and personal hygiene further propels the market forward.

• Countries like the United States, China, and India dominate the global men's underwear market. This dominance is due to their large consumer base, increasing disposable incomes, and rising awareness of premium products. In the U.S., theres a high demand for luxury and performance-based underwear, whereas in China and India, rapid urbanization and expanding middle-class populations drive the market.
• Government trade regulations play a significant role in shaping the men's underwear market, particularly in regions with strict textile manufacturing standards. According to the World Trade Organization, new textile regulations were introduced in 2023 in the EU, mandating stricter environmental and safety standards for imported textiles. These regulations have prompted manufacturers to adopt more sustainable practices and ensure compliance with labor laws. Such policies are particularly influential in European and North American markets, where ethical sourcing and production transparency are becoming consumer priorities.

Global Men's Underwear Market Segmentation

By Product Type: The mens underwear market is segmented into briefs, boxers, trunks, and thongs. Briefs hold a dominant market share due to their widespread popularity among men for everyday use. Their compact design and ease of movement make them a preferred choice, particularly in countries where body-conscious and form-fitting apparel is common. Boxers are also widely chosen for their comfort and breathability, favored in markets that prioritize relaxation and leisure.

By Region: The market is segmented into North America, Europe, Asia Pacific, Latin America, and the Middle East & Africa. North America leads the market with the highest consumption of mens underwear, supported by high disposable income and the prevalence of premium and luxury brands. The Asia Pacific region follows closely, with countries like China and India experiencing rapid urbanization and rising demand for quality, affordable underwear.

Global Men's Underwear Market Competitive Landscape

The global mens underwear market is dominated by several key players. Companies such as PVH Corp., Hanesbrands Inc., and Jockey International Inc. lead the market due to their strong brand recognition, extensive distribution networks, and ability to offer a wide range of products. The entry of new players and the rise of sustainable and eco-friendly brands have intensified competition in recent years.

Global Men's Underwear Market Analysis

Market Growth Drivers

• Rising Consumer Demand for Comfort and Fit: The demand for comfort and fit in men's underwear has seen significant growth, with consumers opting for softer fabrics and better-fitting designs. As per macroeconomic indicators, rising disposable incomes have driven higher spending on quality apparel in markets like the USA, where the average annual clothing expenditure per household reached USD 1,754 in 2023, according to the U.S. Bureau of Labor Statistics. This trend is also reflected in Europe, where the preference for better-quality products has surged due to increased purchasing power. This shift indicates a broader trend toward higher comfort standards in men's underwear.
• Adoption of Sustainable and Eco-friendly Materials (Organic Cotton, Bamboo): The adoption of sustainable fabrics such as organic cotton and bamboo in men's underwear is on the rise, driven by global sustainability efforts. The International Cotton Advisory Committee highlights a growing shift towards organic and sustainable cotton production, reflecting strong consumer preferences for eco-friendly options. Organic cotton and bamboo offer hypoallergenic and breathable properties, making them ideal for underwear. Major manufacturers are increasingly shifting towards these materials to meet the rising demand, especially in Europe and North America, where eco-conscious consumers prioritize sustainability and environmentally friendly choices.
• Fashion Trends and Body-Positive Apparel Choices: Fashion trends have increasingly embraced body positivity, which has led to growing diversity in underwear sizes, styles, and cuts. In 2023, body-positive apparel represented a significant segment in North America, with an estimated 45 million American men reportedly purchasing body-positive clothing, according to national apparel reports. This shift has prompted underwear brands to introduce a broader range of styles that cater to various body shapes and sizes, offering more inclusive choices. The trend has resonated particularly in Western markets, reflecting broader social shifts towards self-acceptance and body positivity.

Market Challenges:

• High Costs of Premium Underwear: Premium men's underwear often comes with high production costs due to the use of luxury materials and advanced manufacturing techniques. The U.S. Bureau of Labor Statistics shows that the cost of luxury cotton and other high-end fabrics increased by over 15% between 2022 and 2023, impacting pricing. Additionally, increased labor and transportation costs have made premium products more expensive, especially in developed regions. Manufacturers are struggling to balance the demand for high-quality products with the need to keep prices competitive, especially as inflation pressures continue to rise globally.
• Fluctuating Raw Material Prices (Cotton, Synthetic Fabrics): The cost of raw materials like cotton and synthetic fabrics has been volatile due to global supply chain disruptions. According to the International Cotton Advisory Committee, cotton prices fluctuated between USD 0.85 to USD 1.05 per pound in 2023, affecting manufacturing costs for underwear brands. Synthetic materials like polyester also saw price shifts due to oil price fluctuations. These raw material price changes have led to increased production costs, impacting profit margins for underwear manufacturers. This is particularly challenging in price-sensitive markets such as Asia and Latin America.

Global Men's Underwear Market Future Outlook

Over the next five years, the global mens underwear market is expected to experience steady growth, driven by the increasing demand for premium products, sustainability, and advancements in fabric technology. Consumers are becoming more health-conscious, and there is a rising preference for sustainable and eco-friendly materials. Additionally, the e-commerce boom and the shift towards direct-to-consumer models are further expected to accelerate market growth.

Market Opportunities:

• Expansion of E-commerce Sales Channels: E-commerce has played a critical role in boosting the sales of men's underwear, especially in the post-pandemic era. According to the International Trade Centre, global online retail sales of apparel, including underwear, increased by 16% in 2023, driven by strong growth in the US, Europe, and Asia-Pacific. This shift to online shopping is supported by the rise of direct-to-consumer brands that leverage digital platforms for wider reach. As e-commerce penetration continues to grow, especially in emerging markets, the men's underwear market is poised to benefit from increased accessibility and convenience.
• Growing Demand for Athleisure and Sportswear Underwear: The growing popularity of athleisure and sportswear has extended into the men's underwear segment, with an increasing demand for functional fabrics and designs. In 2023, the global athleisure market recorded a valuation of USD 80 billion, driven by the rising adoption of activewear, according to the International Trade Administration. Men's underwear brands are capitalizing on this trend by offering products with moisture-wicking, flexible, and durable fabrics suitable for sports and everyday wear. This trend is particularly strong in the U.S. and Europe, where consumers seek both comfort and performance.