North America Men's Underwear Market Outlook to 2030

North America Men's Underwear Market Overview

• The North America mens underwear market is valued at USD 8.7 billion, based on a five-year historical analysis. The market's growth is primarily driven by increasing awareness of personal grooming, the rise of athleisure and comfort wear, and innovations in fabric technology. Consumer preference for eco-friendly and sustainable underwear products has also accelerated, with leading brands focusing on high-quality, durable, and comfortable materials like bamboo fibre and organic cotton. E-commerce platforms have further boosted sales due to the convenience of online shopping.
• The United States and Canada dominate the North American men's underwear market due to their established retail infrastructure, high disposable incomes, and strong presence of global and local brands. Urban centers such as New York, Los Angeles, and Toronto lead in consumption because of higher fashion consciousness and access to a variety of premium and innovative products. The dominance of these cities is also attributed to the influence of celebrity endorsements and social media marketing, which further drive consumer demand.
• The mens underwear market is benefiting from the rising popularity of athleisure, a trend that blends athletic and leisurewear. In 2023, the global athleisure market reached a value of $165 billion, according to data from Euromonitor International. Men are increasingly opting for hybrid wear that offers both comfort and performance, including underwear that can transition seamlessly between work, exercise, and casual settings. This trend is particularly prevalent in urban centers across North America, where busy, active lifestyles demand versatile clothing options.

North America Men's Underwear Market Segmentation

• By Product Type: The market is segmented by product type into boxers, briefs, trunks, boxer briefs, and jockstraps. Boxer briefs have a dominant market share under this segmentation due to their hybrid nature, offering the support of briefs and the coverage of boxers, making them a popular choice among consumers. The rise of athleisure and the demand for versatile, all-day comfort wear have contributed to the dominance of this segment. Furthermore, major brands have invested in innovative materials that provide moisture-wicking and temperature-regulating features, driving consumer interest in boxer briefs.

• By Fabric Type: The market is also segmented by fabric type into cotton, synthetic fibers (polyester, nylon), blended fabrics, bamboo fiber, and other eco-friendly materials. Cotton remains the dominant fabric type, holding the largest market share due to its comfort, breathability, and natural properties. Despite the rise of synthetic and eco-friendly alternatives, cottons affordability and widespread availability contribute to its continued popularity. However, there is a growing demand for bamboo fiber due to its sustainable and antimicrobial properties, which appeal to environmentally conscious consumers.

North America Men's Underwear Market Competitive Landscape

The North America mens underwear market is dominated by a mix of established global brands and emerging local companies. The major players focus on innovation in fabric technology, sustainability, and personalized offerings to differentiate themselves in the highly competitive market. The North American market is characterized by key players like Hanesbrands Inc., Calvin Klein, and Jockey International Inc., which have a long-standing presence and deep brand loyalty. Their dominance is reinforced by extensive distribution networks and their ability to launch trend-driven products that cater to the diverse preferences of consumers across the region.

North America Men's Underwear Market Analysis

North America Men's Underwear Market Growth Drivers

• Rising Fashion Consciousness Among Men: The fashion industry is experiencing a shift, with men becoming increasingly fashion-conscious. As of 2023, the global apparel market for men has reached a value of over $510 billion, largely driven by mens growing interest in fashion. Men in North America are showing a preference for trendy and well-designed underwear, with an emphasis on brand value and style. This is evidenced by an increased demand for fashion-forward underwear brands that offer a variety of cuts, colors, and designs. The rise in disposable income across urbanized areas of North America has further contributed to the uptake of branded underwear. According to the World Bank, personal consumption expenditure in the U.S. has consistently grown, with an estimated value of over $17.7 trillion in 2023, reflecting an increased capacity for spending on non-essential goods, such as fashion products.
• Increase in E-Commerce and D2C Brands: In 2024, North America continues to be a leader in e-commerce adoption, with the U.S. e-commerce market valued at more than $1 trillion, according to the U.S. Census Bureau. This growth has paved the way for the emergence of direct-to-consumer (D2C) brands in the men's underwear market. E-commerce platforms such as Amazon and D2C brands like Tommy John and MeUndies have revolutionized the way men purchase underwear, offering convenience, variety, and competitive pricing. Furthermore, the rise in internet penetration, currently at 93.4% in the U.S., according to the International Telecommunication Union (ITU), has enabled online sales channels to thrive, driving growth in the mens underwear market.
• Shifting Preferences Towards Comfort and Sustainability: Men in North America are increasingly prioritizing comfort and sustainability when choosing underwear. The growing focus on comfort is reflected in the market's shift towards softer, breathable fabrics like organic cotton and bamboo. Sustainable materials, which minimize environmental impact, are becoming popular as consumers align their purchasing decisions with eco-conscious values. In 2023, the U.S. textile industry saw a notable increase in the production of sustainable fabrics, with over 1.2 million metric tons of organic cotton being produced globally, a 35% increase from the previous year, according to the Organic Cotton Market Report.

North America Men's Underwear Market Challenges

• Price Volatility in Raw Materials: The price of raw materials like cotton and synthetic fibers is highly volatile, posing a challenge for manufacturers in the mens underwear market. According to the U.S. Department of Agriculture (USDA), cotton prices fluctuated between $0.80 and $1.20 per pound in 2023, impacted by supply chain disruptions and varying global demand. Similarly, the price of synthetic fibers, such as polyester, has seen a sharp increase due to rising crude oil prices. This volatility adds uncertainty to production costs, affecting the overall profitability for underwear manufacturers who rely heavily on these raw materials.
• Intense Competition from Global and Local Brands: The mens underwear market in North America is highly competitive, with global brands like Calvin Klein and Tommy Hilfiger vying for market share alongside local brands such as Mack Weldon and Saxx. The intense competition drives innovation, but it also creates pressure on smaller players who struggle to differentiate themselves in a crowded market. The competition is further amplified by the influx of affordable imports from countries like China, which offer low-cost alternatives. In 2023, the U.S. imported over $7 billion worth of textile and apparel products from China, according to the Office of Textiles and Apparel (OTEXA).

North America Men's Underwear Market Future Outlook

Over the next five years, the North America mens underwear market is expected to show growth driven by the rising demand for premium and sustainable underwear, advancements in fabric technologies, and the increasing penetration of e-commerce. The shift towards comfortable, durable, and eco-conscious products will continue to influence market trends. Brands focusing on innovations like antimicrobial fabrics, personalization options, and sustainability will be better positioned to capture market share in the evolving consumer landscape.

North America Men's Underwear Market Opportunities

• Rising Demand for Premium and Luxury Underwear: The demand for premium and luxury underwear is on the rise, particularly among men seeking higher quality and exclusivity. In 2023, luxury apparel sales in North America increased by 7%, reflecting a growing trend toward purchasing premium products. High-income consumers are willing to pay a premium for superior fabrics, innovative designs, and better craftsmanship. According to the Bureau of Economic Analysis, disposable personal income in the U.S. reached over $20 trillion in 2023, enabling consumers to allocate more spending towards high-end products, including luxury underwear.
• Emerging Sustainability Trends and Eco-Friendly Products: Sustainability has become a opportunity for brands in the mens underwear market. As consumers become more environmentally conscious, they are increasingly favoring eco-friendly products made from sustainable materials like organic cotton, hemp, and recycled fibers. In 2023, the U.S. apparel industry saw a 12% increase in demand for eco-friendly fabrics, with an estimated 25% of consumers actively seeking sustainable options, according to the U.S. Environmental Protection Agency. This shift presents a lucrative opportunity for brands to capitalize on the growing interest in sustainability.