Men's Underwear Market Size, Share, Growth, and Industry Analysis, By Type (Briefs,Trunk,Boxers,Thongs), By Application (Supermarket,Specialty Stores,E-commerce,Others), Regional Insights and Forecast to 2035

Men's Underwear Market Overview

The global Men's Underwear Market is forecast to expand from USD 131.98 million in 2026 to USD 138.95 million in 2027, and is expected to reach USD 77958.76 million by 2035, growing at a CAGR of 5.28% over the forecast period.

The men's underwear market has evolved into a dynamic global industry driven by rising awareness of personal grooming, premiumization trends, and fashion-conscious consumer behavior. Approximately 63% of male consumers worldwide prioritize comfort as the most important purchase factor, followed by 54% considering durability and 41% emphasizing brand reputation. The market is characterized by intense competition among local and global players, offering a variety of products ranging from briefs to thongs, each designed to meet specific consumer demands.

The USA represents one of the largest markets for men's underwear globally, supported by a combination of high disposable income and strong brand penetration. Approximately 71% of American men buy underwear based on comfort and fabric quality, while 45% cite style and fit as their main priority. Online retail accounts for nearly 52% of all underwear sales in the country, reflecting a major shift from traditional brick-and-mortar retail.

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Key Findings

• Key Market Driver: 64% of global consumers prioritize comfort and fabric quality, making premium, durable underwear the strongest driver of industry demand.
• Major Market Restraint: 39% of consumers avoid premium underwear purchases because of high pricing, limiting accessibility across middle-income buyers in emerging and developed regions.
• Emerging Trends: 41% of global male consumers are increasingly demanding sustainable, eco-friendly underwear fabrics, driving innovation and new product development worldwide.
• Regional Leadership: Asia-Pacific dominates with 33% global share, fueled by large populations, rising disposable incomes, and strong demand from men under 35 years.
• Competitive Landscape: Top 10 global underwear brands account for 28% sales, reflecting significant concentration but also intense competition from regional players worldwide.
• Market Segmentation: Briefs and trunks collectively represent 52% of global underwear purchases, while boxers and thongs cover remaining market demand with varied consumer preferences.
• Recent Development: 27% of newly launched men’s underwear products globally feature sustainable, eco-friendly or performance-enhancing fabrics, highlighting innovation as an industry growth focus.

Men's Underwear Market Latest Trends

The men’s underwear market is experiencing dynamic shifts driven by sustainability, innovation, and consumer behavior changes. Nearly 46% of global buyers are adopting sustainable fabrics such as bamboo and organic cotton. Functional underwear, designed for sports and active lifestyles, is another growing trend, with performance-based underwear accounting for 29% of purchases among men under 35.

Personalization is also gaining traction, as 24% of consumers seek underwear with customized fits, prints, and designs. Online platforms increasingly leverage AI-driven size recommendations, reducing product returns by 18%. Subscription services are expanding rapidly, with 15% of urban consumers worldwide signing up for curated underwear delivery models.

Fashion-forward younger demographics continue to influence market direction, with 31% of men aged 18–25 purchasing brightly colored and patterned underwear compared to 12% in older age groups. Additionally, antimicrobial and odor-resistant fabrics represent 22% of sales growth within the premium segment.

Men's Underwear Market Dynamics

DRIVER

"Growing preference for comfort and premium fabrics."

The men’s underwear market is strongly driven by the increasing emphasis on fabric quality and comfort. A survey revealed that 68% of men prioritize cotton, modal, or blended fabrics with breathable and moisture-wicking properties. The popularity of premium fabrics has led to the development of advanced underwear lines that include odor control, antibacterial layers, and high-stretch technology. With nearly 59% of millennials willing to spend extra for comfort and durability, this demand continues to reshape product innovation and premium segment expansion.

RESTRAINT

"High pricing of luxury and designer underwear."

One of the main restraints is the elevated cost associated with premium and luxury underwear. Studies highlight that 44% of middle-income consumers refrain from purchasing high-end underwear due to affordability concerns. Designer labels charge nearly 3x higher than standard underwear, creating a gap in accessibility for price-sensitive markets. As a result, the luxury segment’s growth potential remains limited to affluent buyers, restricting penetration in developing regions.

OPPORTUNITY

"Rapid growth of e-commerce and subscription models."

Digitalization offers major opportunities for men’s underwear brands, with 49% of global consumers preferring to purchase through online channels. Subscription services are an emerging frontier, already adopted by 17% of millennials and Gen Z worldwide. With discrete packaging, product personalization, and recurring delivery systems, these models are expected to expand further. E-commerce not only widens reach but also supports marketing innovations like virtual try-on tools, which increase buyer confidence and reduce return rates by 20%.

CHALLENGE

"Intense competition and brand saturation."

The men’s underwear market faces challenges due to saturation and aggressive competition. More than 35,000 registered brands compete globally, creating a fragmented market structure. Local players often undercut pricing, which impacts brand loyalty and creates margin pressures for global giants. With 28% of consumers willing to switch brands for discounts or promotions, companies are compelled to spend heavily on marketing and product innovation. Sustaining profitability amid competitive pricing wars is a long-term challenge for the industry.

Men's Underwear Market Segmentation

The men’s underwear market is segmented by type briefs, trunks, boxers, thongs and by application supermarkets, specialty stores, e-commerce, others each segment reflecting unique consumer preferences, market share, and evolving purchasing trends.

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BY TYPE

Briefs: Briefs remain highly popular, holding strong preference among middle-aged men seeking support and daily comfort. Around 61% of working professionals globally favor briefs, making them the most purchased type, particularly in North America and Europe where comfort ranks as the top buying factor.

The briefs segment in the men’s underwear market is expected to achieve a market size of USD 15,874 million by 2034, holding 34% share with a CAGR of 5.11%.

Top 5 Major Dominant Countries in the Briefs Segment

• United States briefs market projected at USD 4,210 million by 2034, accounting for 26% share with consistent CAGR of 5.08%, driven by premiumization and strong consumer brand loyalty.
• China briefs market expected at USD 3,620 million by 2034, representing 23% share with CAGR of 5.35%, fueled by increasing urban male population and fashion-forward youth consumers.
• India briefs market estimated at USD 2,745 million by 2034, securing 17% share with strong CAGR of 5.42%, influenced by growing middle-class and improved retail penetration nationwide.
• Germany briefs market forecasted at USD 2,145 million by 2034, capturing 14% share with stable CAGR of 5.05%, supported by eco-friendly fabric demand and sustainable manufacturing initiatives.
• Brazil briefs market anticipated at USD 1,650 million by 2034, maintaining 10% share with CAGR of 5.18%, reflecting increased adoption of branded products among urban male consumers.

Trunks: Trunks combine comfort and modern design, accounting for 28% of sales globally. Younger demographics, especially men aged 18–35, prefer trunks for their versatile fit. Asia-Pacific markets, with 37% of young consumers adopting trunks, contribute significantly to this segment’s rapid expansion and trend-driven growth.

The trunks segment is projected to reach USD 13,325 million by 2034, securing 28% market share with a strong CAGR of 5.33%, driven by young consumer preferences globally.

Top 5 Major Dominant Countries in the Trunks Segment

• United States trunks market forecast at USD 3,480 million by 2034, accounting for 26% share with steady CAGR of 5.29%, boosted by premium lifestyle trends and online subscriptions.
• China trunks market projected at USD 3,115 million by 2034, holding 23% share with CAGR of 5.41%, propelled by urban male consumers preferring modern fitted underwear.
• Japan trunks market estimated at USD 2,215 million by 2034, achieving 17% share with CAGR of 5.24%, reflecting popularity among younger age groups and emphasis on comfort.
• Germany trunks market valued at USD 2,055 million by 2034, representing 15% share with CAGR of 5.09%, supported by adoption of sustainable fabric blends and premium brands.
• India trunks market expected at USD 1,865 million by 2034, maintaining 14% share with CAGR of 5.39%, reflecting rising middle-class incomes and urban retail distribution.

Boxers: Boxers dominate in warm climates due to their loose fit, representing 24% of sales worldwide. In Southeast Asia, 42% of men choose boxers as their primary type, highlighting comfort and affordability as critical drivers within emerging and price-sensitive markets.

The boxers segment is projected to achieve USD 11,470 million by 2034, holding 24% market share with a moderate CAGR of 5.19%, reflecting demand for loose comfort styles.

Top 5 Major Dominant Countries in the Boxers Segment

• China boxers market projected at USD 3,150 million by 2034, holding 27% share with CAGR of 5.26%, driven by young consumer demand for casual and comfortable underwear.
• United States boxers market forecasted at USD 2,890 million by 2034, representing 25% share with steady CAGR of 5.14%, reflecting strong cultural preference for relaxed fits.
• India boxers market valued at USD 2,100 million by 2034, capturing 18% share with CAGR of 5.36%, led by urban youth purchasing patterns and rising disposable income.
• Brazil boxers market estimated at USD 1,735 million by 2034, achieving 15% share with CAGR of 5.21%, driven by male consumers embracing branded affordable multipacks.
• Germany boxers market forecast at USD 1,595 million by 2034, accounting for 13% share with stable CAGR of 5.11%, highlighting preference for eco-friendly cotton and sustainable fabrics.

Thongs: Thongs serve a niche yet growing audience, capturing interest among younger men experimenting with fashion-forward underwear. About 14% of men under 30 globally purchase thongs, with the U.S. reporting 9% of male buyers adopting this bold, stylish category annually.

The thongs segment in men’s underwear is expected to reach USD 7,225 million by 2034, maintaining 14% share with the fastest CAGR of 5.44%, favored among younger demographics.

Top 5 Major Dominant Countries in the Thongs Segment

• United States thongs market projected at USD 2,085 million by 2034, capturing 29% share with CAGR of 5.37%, fueled by younger consumers experimenting with bold and fashionable underwear.
• Brazil thongs market forecast at USD 1,445 million by 2034, holding 20% share with CAGR of 5.42%, influenced by cultural openness toward stylish and expressive men’s underwear.
• China thongs market estimated at USD 1,295 million by 2034, representing 18% share with strong CAGR of 5.48%, reflecting growing experimentation among urban millennial consumers.
• Germany thongs market valued at USD 1,115 million by 2034, securing 15% share with CAGR of 5.31%, backed by fashion-forward young males in metropolitan areas.
• India thongs market projected at USD 1,020 million by 2034, achieving 14% share with CAGR of 5.46%, reflecting urban demand and rapid adoption among modern youth segments.

BY APPLICATION

Supermarket: Supermarkets account for 38% of men’s underwear sales, providing affordability and convenience through multipacks. In developing regions, nearly 65% of male buyers still depend on supermarkets for underwear purchases, emphasizing their continued dominance in traditional distribution despite the rise of digital channels.

Supermarket sales are expected to reach USD 18,860 million by 2034, contributing 38% market share with a CAGR of 5.17%, driven by affordability and multipack options.

Top 5 Major Dominant Countries in the Supermarket Application

• United States supermarket underwear sales forecasted at USD 5,150 million by 2034, maintaining 27% share with CAGR of 5.12%, reflecting bulk buying and wide retail presence.
• China supermarket sales projected at USD 4,480 million by 2034, accounting for 24% share with CAGR of 5.28%, fueled by retail chain expansion and affordable packs.
• India supermarket underwear segment valued at USD 3,010 million by 2034, securing 16% share with CAGR of 5.34%, supported by affordability-driven rural and semi-urban consumption.
• Brazil supermarket sales estimated at USD 2,465 million by 2034, achieving 13% share with CAGR of 5.19%, reflecting consumer inclination toward budget-friendly multipacks.
• Germany supermarket underwear projected at USD 1,755 million by 2034, capturing 9% share with CAGR of 5.07%, reflecting strong penetration of supermarkets in clothing sales.

Specialty Stores: Specialty stores contribute 29% of market share, attracting premium-seeking consumers. About 44% of high-income men prefer shopping at specialty outlets for branded underwear, where wider selections and exclusive designs strengthen loyalty, particularly in North America and Europe, where luxury and comfort drive strong buying preferences.

Specialty stores are forecasted to achieve USD 14,845 million by 2034, representing 29% market share with CAGR of 5.26%, driven by premium and branded product offerings.

Top 5 Major Dominant Countries in the Specialty Stores Application

• United States specialty store sales projected at USD 3,975 million by 2034, holding 27% share with CAGR of 5.21%, driven by high-end retail and branded exclusivity.
• China specialty stores forecast at USD 3,425 million by 2034, accounting for 23% share with CAGR of 5.34%, reflecting premium retail demand from affluent consumers.
• Germany specialty stores estimated at USD 2,255 million by 2034, securing 15% share with CAGR of 5.17%, supported by premium-focused buyers and brand-oriented shopping.
• Japan specialty stores market valued at USD 2,045 million by 2034, representing 14% share with CAGR of 5.13%, reflecting emphasis on luxury retailing.
• India specialty stores projected at USD 1,965 million by 2034, achieving 13% share with CAGR of 5.32%, driven by urban retail growth and premium preferences.

E-commerce: E-commerce is rapidly transforming underwear retail, currently representing 27% of global demand. With 53% of urban millennials preferring online purchases, digital platforms offer discreet buying, discounts, and personalization. Enhanced convenience and AI-driven fit recommendations reduce return rates by 18%, accelerating adoption across global urban centers.

E-commerce in men’s underwear is projected to achieve USD 13,445 million by 2034, representing 27% market share with CAGR of 5.39%, fueled by convenience and discreet purchasing.

Top 5 Major Dominant Countries in the E-commerce Application

• United States e-commerce sales projected at USD 3,885 million by 2034, holding 29% share with CAGR of 5.34%, reflecting dominance of digital platforms and subscriptions.
• China e-commerce underwear market expected at USD 3,525 million by 2034, capturing 26% share with CAGR of 5.42%, driven by rising smartphone adoption and online discounts.
• India e-commerce sales estimated at USD 2,410 million by 2034, representing 18% share with CAGR of 5.46%, influenced by rapid adoption of digital shopping among youth.
• Germany e-commerce market forecast at USD 2,010 million by 2034, achieving 15% share with CAGR of 5.29%, reflecting premium online retail adoption.
• Brazil e-commerce underwear projected at USD 1,615 million by 2034, securing 12% share with CAGR of 5.36%, supported by digital transformation and consumer discounts.

Others: Other distribution channels, including department stores and direct sales, represent 6% of overall share. These outlets primarily serve semi-urban and rural buyers who lack e-commerce penetration. While smaller, this segment remains relevant for localized retail strategies and affordable mass-market underwear availability.

The “Others” distribution segment is expected to reach USD 4,875 million by 2034, maintaining 6% market share with CAGR of 5.12%, representing department stores and direct sales.

Top 5 Major Dominant Countries in the Others Application

• United States “others” channel projected at USD 1,285 million by 2034, representing 26% share with CAGR of 5.09%, reflecting department stores and factory outlets.
• China “others” segment forecast at USD 1,160 million by 2034, holding 24% share with CAGR of 5.14%, influenced by localized retail and regional brands.
• India “others” distribution valued at USD 915 million by 2034, accounting for 19% share with CAGR of 5.28%, supported by semi-urban consumer reliance on local channels.
• Brazil “others” market estimated at USD 825 million by 2034, securing 17% share with CAGR of 5.16%, reflecting strong offline retail dependency.
• Germany “others” projected at USD 690 million by 2034, achieving 14% share with CAGR of 5.08%, reflecting regional specialty retailers and smaller outlets.

Men's Underwear Market Regional Outlook

The men’s underwear market shows varied regional strengths, with Asia-Pacific leading, North America and Europe maintaining premium dominance, and Middle East & Africa expanding steadily, reflecting diverse consumer demands and preferences worldwide.

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NORTH AMERICA

North America accounts for 28% of global market share, with the U.S. driving demand due to brand-conscious consumers. About 64% of men in the region prefer premium fabrics, and e-commerce accounts for 54% of underwear sales.

North America men’s underwear market is forecasted to reach USD 19,465 million by 2034, securing 26% global share with a steady CAGR of 5.18%, led by premium fabric demand.

North America - Major Dominant Countries in the Men’s Underwear Market

• United States projected at USD 11,540 million by 2034, holding 59% share with CAGR of 5.19%, dominating regional market through premium brands and e-commerce penetration.
• Canada forecast at USD 3,210 million by 2034, capturing 16% share with CAGR of 5.16%, supported by specialty stores and sustainability-focused consumer base.
• Mexico valued at USD 2,815 million by 2034, achieving 14% share with CAGR of 5.21%, driven by supermarket multipacks and growing disposable income.
• Cuba estimated at USD 1,195 million by 2034, representing 6% share with CAGR of 5.10%, reflecting steady retail penetration.
• Rest of North America projected at USD 705 million by 2034, capturing 5% share with CAGR of 5.15%, representing smaller markets collectively.

EUROPE

Europe holds 24% market share, led by Germany, the UK, and France. Nearly 48% of men purchase sustainable and eco-friendly products, making Europe a leader in green innovation. Designer brands dominate, with 36% of men in Western Europe opting for luxury underwear.

Europe men’s underwear market is forecast to reach USD 16,820 million by 2034, capturing 23% global share with a CAGR of 5.22%, driven by eco-friendly adoption.

Europe - Major Dominant Countries in the Men’s Underwear Market

• Germany projected at USD 4,780 million by 2034, holding 28% share with CAGR of 5.20%, dominated by sustainable fabrics.
• United Kingdom estimated at USD 3,825 million by 2034, representing 23% share with CAGR of 5.24%, boosted by designer demand.
• France valued at USD 3,145 million by 2034, accounting for 19% share with CAGR of 5.19%, reflecting fashion-driven consumption.
• Italy forecasted at USD 2,745 million by 2034, securing 16% share with CAGR of 5.21%, influenced by premium brands.
• Spain projected at USD 2,325 million by 2034, capturing 14% share with CAGR of 5.23%, reflecting increasing online retail adoption.

ASIA-PACIFIC

Asia-Pacific leads with 33% share, supported by population size and rising disposable incomes. In China alone, 71% of men under 35 buy underwear every three months, reflecting strong replacement cycles. India has seen an increase in boxer and trunk adoption, accounting for 22% of growth in the region.

Asia-Pacific market is expected to reach USD 24,485 million by 2034, dominating with 33% share and fastest CAGR of 5.36%, supported by population density and disposable incomes.

Asia-Pacific - Major Dominant Countries in the Men’s Underwear Market

• China projected at USD 9,785 million by 2034, capturing 40% share with CAGR of 5.39%, driven by youth replacement cycles.
• India valued at USD 5,985 million by 2034, representing 24% share with CAGR of 5.41%, fueled by rising middle class.
• Japan forecasted at USD 3,640 million by 2034, holding 15% share with CAGR of 5.33%, reflecting style-conscious buyers.
• South Korea estimated at USD 2,965 million by 2034, securing 12% share with CAGR of 5.35%, driven by premium demand.
• Australia projected at USD 2,110 million by 2034, achieving 9% share with CAGR of 5.32%, reflecting online adoption.

MIDDLE EAST & AFRICA

The Middle East & Africa contributes 15% of global share, with increasing adoption of branded underwear among urban men. In South Africa, 42% of male consumers opt for premium cotton underwear, while Gulf nations have a higher inclination toward designer imports.

The Middle East and Africa market is projected at USD 13,280 million by 2034, accounting for 18% global share with CAGR of 5.15%, driven by premiumization and urbanization.

Middle East and Africa - Major Dominant Countries in the Men’s Underwear Market

• Saudi Arabia projected at USD 3,465 million by 2034, capturing 26% share with CAGR of 5.17%, influenced by branded imports.
• South Africa valued at USD 2,985 million by 2034, holding 22% share with CAGR of 5.14%, reflecting premium cotton adoption.
• United Arab Emirates forecasted at USD 2,545 million by 2034, achieving 19% share with CAGR of 5.16%, driven by luxury preferences.
• Egypt estimated at USD 2,135 million by 2034, accounting for 16% share with CAGR of 5.12%, showing urban retail growth.
• Nigeria projected at USD 2,150 million by 2034, representing 17% share with CAGR of 5.13%, driven by affordable multipacks.

List of Top Men's Underwear Companies

• Fruit of the Loom
• MeUndies
• PVH
• Gunze
• Fast Retailing
• Iconix
• Triumph
• Jockey International
• HUGO BOSS
• PSD Underwear
• Dolce & Gabbana
• Mundo Unico
• ThreeGun
• Wacoal
• Tommy John
• Septwolves
• 2(X)IST
• American Eagle
• Pierre Cardin
• Hanesbrands
• Stonemen Underwear
• Huijie
• Nanjiren
• Byford
• Cosmo-lady
• Saxx
• GUJIN
• Aimer
• Calida
• Duluth Trading

Top Companies with Highest Share:

• Hanesbrands holds 11% of global share due to its widespread retail presence.
• Fruit of the Loom accounts for 9% of market share, driven by affordable multipacks.

Investment Analysis and Opportunities

The men’s underwear market presents significant investment potential across emerging and developed regions. With 39% of global consumers open to purchasing eco-friendly underwear, there is a clear opportunity for investors to support sustainable product lines. Venture capital interest in subscription-based underwear services has increased, with 12 major startups receiving funding between 2023 and 2025.

Asia-Pacific remains the most attractive region for expansion, with 33% of global demand centered there. Investors can capitalize on the growing middle class, where 59% of men under 40 seek branded options over unorganized retail. Digital-first investments are equally promising, as online underwear sales account for 27% of total distribution, projected to grow further.

New Product Development

Innovation is central to the men’s underwear market. Brands are increasingly focusing on fabric technology, with 26% of new launches featuring odor-resistant and antimicrobial materials. Moisture-wicking fabrics account for 19% of new introductions, particularly in the sportswear segment.

Customization is also expanding, with 18% of premium brands offering made-to-measure or limited-edition underwear collections. Sustainability remains at the forefront, with 27% of brands releasing eco-friendly options made from bamboo fibers and recycled polyester. Companies are also experimenting with 3D printing technology for seamless fits, with 6% of new launches incorporating this advanced production method.

Five Recent Developments

• In 2023, Hanesbrands introduced underwear made from 100% organic cotton, expanding sustainable offerings across 14 countries.
• In 2024, Fruit of the Loom launched a moisture-wicking sports line, capturing 7% of athletic wear sales globally.
• In 2024, Jockey International expanded its e-commerce platform, resulting in 21% online sales growth within a year.
• In 2025, PVH introduced AI-based sizing tools for its Calvin Klein line, reducing return rates by 15%.
• In 2025, MeUndies rolled out subscription boxes in five new markets, enrolling 12,000 new subscribers in the first quarter.

Report Coverage of Men's Underwear Market

The men’s underwear market report provides a detailed analysis of the industry, covering product types, applications, and regional outlook. The report evaluates global and regional demand trends, identifying key factors influencing consumer purchasing behavior. It emphasizes the role of e-commerce, which contributes 27% to sales, and highlights specialty stores’ importance, capturing 29% of demand.

Segmentation analysis within the report identifies briefs and trunks as the most preferred types, collectively holding 62% of market share. The study covers sustainability, noting that 41% of men worldwide prioritize eco-friendly fabrics. Emerging technologies such as antimicrobial and odor-resistant fabrics are also detailed, accounting for 22% of premium market growth.

Additionally, the report highlights the competitive landscape, with global leaders like Hanesbrands and Fruit of the Loom together controlling 20% of the market. Regional performance is assessed, with Asia-Pacific leading at 33% share, followed by North America and Europe. The coverage extends to investment opportunities, latest trends, and product development strategies, offering businesses actionable insights for expansion and positioning.

Men's Underwear Market Report Coverage

REPORT COVERAGE	DETAILS
Market Size Value In	USD 131.98 Million in 2026
Market Size Value By	USD 77958.76 Million by 2035
Growth Rate	CAGR of 5.28% from 2026-2035
Forecast Period	2026 - 2035
Base Year	2025
Historical Data Available	Yes
Regional Scope	Global
Segments Covered	By Type : Briefs Trunk Boxers Thongs By Application : Supermarket Specialty Stores E-commerce Others
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