United States Lingerie Market to Grow with a CAGR of 6.97% through 2030
The United States Lingerie market is
driven by innovation in flavors, rising demand for premium and plant-based
options, health-conscious consumers, and strong distribution across
supermarkets and online platforms
According
to TechSci Research report, “United States Lingerie Market – By Region, Competition,
Forecast & Opportunities, 2030F”, the United States Lingerie market
stood at USD 23.20 billion in 2024 and is anticipated to grow USD 34.64 billion
by 2030 with a CAGR of 6.97% during forecast period. The United States lingerie market has
evolved significantly over the past decade, shaped by shifting consumer
preferences, technological innovation, and rising social awareness around
inclusivity, body positivity, and sustainability. Once dominated by a few large
players, the market has become increasingly fragmented, with a growing number
of digital-first brands challenging traditional giants. Consumers are now more
informed, empowered, and discerning in their lingerie purchases, valuing
comfort, fit, and self-expression as much as, if not more than, aesthetics and
seduction.
Comfort-first lingerie has also become a
key driver in the market, especially following lifestyle changes introduced
during the COVID-19 pandemic. As consumers spent more time at home and adopted
casual wardrobes, the demand for wireless bras, bralettes, seamless underwear,
and soft, breathable fabrics surged. The line between lingerie, loungewear, and
activewear began to blur, with hybrid styles becoming increasingly popular.
Consumers now seek undergarments that combine support and functionality with everyday
wearability. This trend has also contributed to the rise of minimalist designs
and timeless silhouettes, reflecting a preference for quality and versatility
over fast fashion.
Sustainability is another growing
concern in the U.S. lingerie market, especially among younger consumers who
prioritize ethical consumption. Consumers are increasingly seeking lingerie
made from organic cotton, bamboo, recycled nylon, and other environmentally
responsible materials. In response, brands are adopting transparent supply
chain practices, reducing plastic packaging, and promoting recycling
initiatives. Companies like Knickey, Pact, and Organic Basics have gained
attention for making sustainability a core component of their brand identities,
while larger players are beginning to release eco-friendly collections to
remain competitive. As awareness around environmental and social impact grows,
sustainability is expected to transition from a trend to a baseline expectation
across the industry.
Despite the market’s growth and
innovation, challenges persist. Intense competition has led to brand saturation
and margin pressure, making differentiation more difficult. Fit-related issues
and high return rates continue to hinder customer satisfaction, especially in
the online space. Additionally, supply chain disruptions and inflationary
pressures are impacting production costs and delivery timelines, creating
operational hurdles for brands of all sizes. Companies that address these
challenges by investing in technology, expanding inclusive offerings, and
adopting sustainable practices are likely to gain long-term competitive
advantage.
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" United States Lingerie Market”
The United States Lingerie market is segmented into product
type, pricing, sales channel, and company.
Based on the sales channel, the online segment is
the fastest-growing channel in the United States lingerie market, driven by the
convenience, privacy, and expansive product range it offers. Consumers
increasingly prefer shopping online due to the ability to access a wider
variety of styles, sizes, and brands, often with personalized recommendations
and virtual fitting tools. E-commerce platforms enable easy price comparisons,
exclusive online deals, and direct-to-consumer models that enhance customer
experience. Additionally, the rise of social media and influencer marketing has
bolstered online visibility, making it easier for consumers to discover and
purchase lingerie products, further accelerating growth in this segment.
Based on the region,
the West is the fastest-growing region in the United States lingerie market,
driven by factors such as a large, diverse population, high disposable income,
and fashion-forward trends. States like California, Washington, and Arizona
contribute significantly to growth, with consumers increasingly seeking trendy,
inclusive, and comfortable lingerie options. The West is home to many
innovative digital-first lingerie brands, and e-commerce plays a pivotal role
in the region’s expansion. Additionally, the cultural emphasis on wellness,
body positivity, and self-expression aligns with growing demand for diverse
lingerie styles, further accelerating the region’s prominence in the broader
market.
Major companies
operating in United States Lingerie market are:
- L
Brands, Inc.
- Victoria’s
Secret Stores & Co.
- Honey
Birdette
- Hanesbrands
Inc.
- American
Eagle Outfitters Inc.
- Jockey
International, Inc.
- PVH
Corp.
- Nike
Inc.
- Adidas
America, Inc.
- Hanky
Panky Ltd.
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“The United
States lingerie market is the rising demand for inclusive sizing and
body-positive marketing. Modern consumers expect brands to cater to a wide
range of body types, skin tones, gender identities, and age groups. This shift
has been fueled by growing awareness and activism surrounding beauty standards
and representation. Emerging brands like Savage X Fenty, and Parade have
responded effectively by offering extended size ranges, showcasing diverse
models, and avoiding overly sexualized advertising. These companies have built
loyal communities by promoting authenticity and acceptance, forcing legacy
brands to reevaluate their positioning and product lines,” said Mr. Karan
Chechi, Research Director of TechSci Research, a research-based management
consulting firm.
"United States Lingerie
Market, By Product Type (Shape Wear, Lounge Wear, Knickers & Panties, Bras,
Others), By Pricing (Mass, Premium), By Sales Channel
(Supermarkets/Hypermarkets, Independent Retailers, Online, Others), By Region,
Competition, Forecast & Opportunities, 2020-2030F”,
has evaluated the future growth potential of United States Lingerie market and
provides statistics & information on market size, structure and future
market growth. The report intends to provide cutting-edge market intelligence
and help decision makers take sound investment decisions. Besides, the report
also identifies and analyzes the emerging trends along with essential drivers,
challenges, and opportunities in the United States Lingerie market.
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