Global Men's Underwear Market Outlook, 2030

The Global Men’s Underwear Market is a dynamic and evolving segment of the apparel industry, driven by shifting fashion trends, technological advancements, and growing consumer demand for comfort, functionality, and sustainability. No longer just a basic necessity, men’s underwear has transformed into a style statement, with premium fabrics like modal, bamboo, and moisture-wicking microfiber redefining everyday wear. The rise of athleisure and performance-oriented designs such as seamless boxer briefs, anti-odor fabrics, and temperature-regulating materials caters to health-conscious consumers, while luxury and designer brands elevate underwear into a fashion-forward category. E-commerce and direct-to-consumer (DTC) models have revolutionized accessibility, with personalized subscriptions and AI-driven sizing tools enhancing the shopping experience. Geographically, North America and Europe dominate with high disposable incomes and brand consciousness, while Asia-Pacific emerges as the fastest-growing market, fueled by urbanization and rising grooming awareness. Sustainability is also reshaping the industry, with organic cotton, recycled polyester, and biodegradable packaging gaining traction among eco-aware buyers. From classic whites to bold prints and smart underwear with biometric tracking, the men’s underwear market is no longer confined to the drawer it’s a fusion of innovation, comfort, and self-expression. The evolution of men’s underwear spans centuries from ancient loincloths to the 19th-century union suit, and the 20th-century revolution of briefs and boxers pioneered by brands like Fruit of the Loom and Hanes. The 1990s saw the rise of designer underwear, with Calvin Klein and Dolce & Gabbana turning it into a luxury commodity. Today, the market operates under stringent safety and quality regulations, including OEKO-TEX® certification for harmful substance-free fabrics, REACH compliance in the EU for chemical safety, and FTC labeling laws in the U.S. ensuring material transparency. Sustainability mandates like EU’s Green Deal are pushing brands toward circular fashion, while China’s GB Standards enforce strict quality controls.

According to the research report “Global Men’s Underwear Market Overview, 2030," published by Bonafide Research, the Global Men’s Underwear Market is anticipated to grow at more than 20.6% CAGR from 2025 to 2030. The Global Men’s Underwear Market is experiencing a paradigm shift, driven by evolving consumer preferences, technological innovation, and sustainability imperatives. A dominant market trend is the growing demand for premium, performance-driven underwear, with fabrics like Seamless Knit, MicroModal, and odor-resistant silver-infused textiles gaining popularity among fitness enthusiasts and professionals alike. The athleisure wave has blurred the lines between sportswear and everyday underwear, fueling demand for compression shorts, moisture-wicking boxer briefs, and ultra-lightweight trunks. Simultaneously, direct-to-consumer (DTC) brands like MeUndies and Tommy John are disrupting traditional retail with subscription models and AI-powered size customization, while luxury labels such as Calvin Klein and Hugo Boss continue to elevate underwear into a fashion statement with bold prints and minimalist designs. Sustainability is another critical trend, with brands adopting organic cotton, recycled nylon, and biodegradable packaging to meet eco-conscious consumer expectations spurred further by regulatory pressures like the EU Strategy for Sustainable Textiles. Geographically, Asia-Pacific is the fastest-growing market, driven by rising disposable incomes and Western fashion influence, while North America and Europe remain leaders in innovation and brand loyalty. Key market drivers include the increasing focus on men’s grooming and personal hygiene, particularly among younger demographics, as well as the expansion of e-commerce, which has democratized access to global brands and niche products. The post-pandemic emphasis on comfort and remote work attire has also boosted sales of relaxed-fit and home-friendly styles. Trade programs are instrumental in the industry’s globalization, with USMCA fostering North American production of cotton-based underwear and ASEAN free trade agreements enabling cost-effective manufacturing in Vietnam and Bangladesh. The U.S. CBTPA (Caribbean Basin Trade Partnership Act) provides duty-free benefits for underwear imports from eligible countries, while China’s dual-circulation policy prioritizes domestic demand but maintains robust export capabilities in synthetic fabrics.

Marklet Dynamics

Market Drivers

Growing Focus on Comfort and Fashion In recent years, men have become more conscious about their clothing choices, particularly underwear, which blends comfort and style. Advances in fabric technology, such as moisture-wicking, breathable, and seamless designs, allow underwear to provide better comfort during daily wear and physical activities. This is especially popular among millennials and Gen Z consumers who treat underwear as a fashion statement rather than a basic necessity. Brands are responding by introducing innovative cuts, colors, and sustainable materials that appeal to the modern man’s lifestyle. This evolving consumer preference expands market demand significantly across global regions, especially in urban areas where fashion trends spread quickly.
Rising Awareness of Hygiene and Wellness Increasing awareness of personal hygiene, skin health, and wellness after global health crises has raised demand for underwear that offers antibacterial properties and reduces irritation. Consumers now seek products made from organic cotton and other hypoallergenic materials that prevent skin infections and allergies. This health-driven buying behavior is fueling growth in premium and specialty underwear segments. Moreover, men participating in fitness and outdoor activities prefer underwear that supports hygiene by controlling odor and moisture, further driving innovation and market expansion.



Market Challenges

Intense Competition and Price Sensitivity The men’s underwear market is highly competitive with numerous brands ranging from luxury to affordable private labels. Price sensitivity remains a key challenge, particularly in developing markets where consumers prioritize cost over brand loyalty. Additionally, the market faces pressure from counterfeit products and unbranded alternatives, which dilute premium brands’ market shares. Manufacturers must balance quality and affordability while differentiating their products through marketing and innovation to retain customers. This intense competition limits profit margins and necessitates continual investment in branding and product development.
Supply Chain Disruptions The production of men’s underwear depends on reliable access to raw materials such as cotton, elastane, and synthetic fibers. Global supply chain disruptions caused by geopolitical tensions, climate events, and shipping delays affect material availability and costs. Furthermore, fluctuating prices of raw materials impact manufacturers’ ability to maintain stable pricing. These disruptions can lead to stock shortages, delayed product launches, and increased operational costs, challenging manufacturers to optimize sourcing strategies and build resilient supply chains.

Market Trends

Sustainable and Eco-Friendly Materials Sustainability is a growing concern among consumers, pushing brands to adopt eco-friendly materials like organic cotton, bamboo fibers, and recycled polyester. Consumers increasingly prefer underwear made using sustainable production processes that reduce environmental impact. Brands incorporating transparency in sourcing and production are gaining consumer trust and loyalty, especially among younger demographics. This trend also influences packaging, with more companies adopting recyclable or biodegradable packaging solutions.
E-commerce and Personalized Shopping Online retail channels are reshaping the men’s underwear market by providing convenience, wider variety, and personalized recommendations using AI and data analytics. Virtual fitting rooms and subscription services enhance the customer experience by tailoring product selections to individual preferences and body types. This shift accelerates market penetration in regions where brick-and-mortar stores are less accessible, driving higher sales and improved consumer engagement.

Segment Analysis

The Global Men’s Underwear Market is segmented by style into boxer briefs, boxer leggings (trunks), briefs, thongs, and other niche designs, each catering to distinct consumer preferences for comfort, functionality, and fashion. Boxer briefs dominate the market, prized for their hybrid design that combines the coverage of boxers with the support of briefs, making them ideal for both daily wear and athletic use. Innovations like seamless construction, moisture-wicking fabrics, and ergonomic pouches have solidified their popularity, particularly among millennials and Gen Z. Boxer leggings (or trunks) offer a shorter, tapered leg for a sleeker fit under slim-fit clothing, with brands leveraging breathable, stretch-tech fabrics to appeal to urban professionals and fitness enthusiasts. Briefs, the classic Y-front or low-rise designs, remain a staple for their minimalist support and breathability, favored in warmer climates and by older demographics. Recent reinventions include tagless waistbands and antimicrobial treatments to enhance comfort. Thongs, though a smaller segment, are gaining traction in performance and lifestyle categories, with moisture-wicking and quick-dry materials catering to athletes and fashion-forward consumers seeking minimal coverage. The "Other" category includes specialty styles like jockstraps for sports support, boyshorts for gender-neutral appeal, and smart underwear with biometric sensors for health tracking. Emerging niches also include eco-conscious bamboo blends and adaptive underwear for disabled users, reflecting the market’s diversification.

The Global Men’s Underwear Market is segmented by distribution channels into shopping malls/department stores, specialty stores, supermarkets, and online sales, each serving distinct consumer shopping behaviors and preferences. Shopping malls and department stores remain key players, particularly for premium and luxury brands like Calvin Klein and Tommy Hilfiger, offering consumers the opportunity to experience product quality, fit, and fabric firsthand. These outlets often feature exclusive collections and branded displays, attracting fashion-conscious buyers seeking a tactile shopping experience. Specialty stores, including lingerie and underwear-focused retailers, cater to niche markets by providing expert fittings, curated selections, and high-performance designs for athletic or specialty needs, such as moisture-wicking fabrics for sports or adaptive underwear for medical use. Supermarkets and mass merchandisers dominate the budget segment, offering affordable, everyday underwear options from brands like Hanes and Fruit of the Loom. These stores appeal to convenience-driven shoppers looking for multi-packs and basic styles alongside their grocery purchases. However, the most transformative growth is seen in online sales, which have revolutionized the market through direct-to-consumer (DTC) models, subscription services, and AI-driven sizing tools. E-commerce platforms like Amazon and brand-owned websites provide extended size ranges, personalized recommendations, and hassle-free returns, making them particularly popular among younger, digital-native consumers. The rise of social commerce and influencer marketing further amplifies online sales, with Instagram and TikTok campaigns driving demand for trendy and sustainable options.

Regional Analysis

The regional analysis of the Global Men's Underwear Market reveals diverse growth drivers shaped by demographic, economic, and cultural factors across different regions. In Asia-Pacific, the market experiences rapid expansion due to rising disposable incomes, urbanization, and increasing awareness of personal grooming and fashion among men. Countries like China and India are seeing a surge in demand for comfortable, stylish, and premium underwear, driven by younger consumers and growing penetration of international brands. North America remains a mature market with steady demand, where consumers prioritize quality, innovation in fabric technology, and brand loyalty. The United States, in particular, shows strong interest in athleisure and performance underwear that caters to active lifestyles. Europe also exhibits stable growth, with consumers increasingly favoring sustainable and ethically produced underwear, alongside a focus on design and comfort. Countries such as Germany, the UK, and France emphasize premium and luxury segments, supported by well-established retail channels. Latin America is emerging with increasing urban populations and rising middle-class incomes fueling demand for branded and affordable underwear options. Meanwhile, the Middle East and Africa region is witnessing gradual growth due to expanding retail infrastructure, shifting consumer lifestyles, and greater access to international brands. Cultural shifts towards modern fashion trends and increased male grooming awareness also play a role in driving market adoption in these regions. The men’s underwear market is shaped by regional preferences, economic development levels, and lifestyle trends, prompting brands to adopt localized strategies to effectively meet consumer expectations and leverage growth opportunities worldwide.

Considered in this report
• Historic Year: 2019
• Base year: 2024
• Estimated year: 2025
• Forecast year: 2030

Aspects covered in this report
• Men's Underwear Market with its value and forecast along with its segments
• Various drivers and challenges
• On-going trends and developments
• Top profiled companies

Segmentation by Type:
• Boxer Briefs
• Boxer Leggings
• Briefs
• Thongs
• Other

Segmentation by Sales Channels:
• Shopping Mall/Department Store
• Specialty Store
• Supermarket
• Online Sales

The approach of the report:
This report consists of a combined approach of primary as well as secondary research. Initially, secondary research was used to get an understanding of the market and listing out the companies that are present in the market. The secondary research consists of third-party sources such as press releases, annual report of companies, analyzing the government generated reports and databases. After gathering the data from secondary sources primary research was conducted by making telephonic interviews with the leading players about how the market is functioning and then conducted trade calls with dealers and distributors of the market. Post this we have started doing primary calls to consumers by equally segmenting consumers in regional aspects, tier aspects, age group, and gender. Once we have primary data with us we have started verifying the details obtained from secondary sources.

Intended audience
This report can be useful to industry consultants, manufacturers, suppliers, associations & organizations related to this industry, government bodies and other stakeholders to align their market-centric strategies. In addition to marketing & presentations, it will also increase competitive knowledge about the industry.