U.S. Lingerie Market: Growth, Trends, and Emerging Opportunities
The U.S. Lingerie Market has expanded beyond its traditional niche. It was once mainly focused on intimate apparel for special occasions. However, lingerie is transforming, driven by changing consumer preferences, innovation, and a broader focus on comfort, inclusivity, and style. Market insights reveal that the US lingerie market is on an upward trajectory, opening significant opportunities for brands, retailers, and investors.
Market Size and Growth Forecasts
In 2023, the U.S. lingerie market was valued at approximately USD 7.5 billion, and it is projected to reach around USD 10.3 billion by 2030, with a compound annual growth rate (CAGR) of 5.1%. This growth is driven by an expanding consumer base, greater adoption of e-commerce as a shopping platform, and a shift toward more premium and mid-range products that blend style, comfort, and functionality.
This expansion reflects a broader shift in how consumers shop. The rise of online platforms and social media has made lingerie more accessible to a wider audience. Consumers can browse various styles and brands from the comfort of their homes, while social media campaigns foster conversations about intimate apparel and increase brand engagement.
Evolving Consumer Preferences: Comfort, Style, and Inclusivity
The modern lingerie buyer in the U.S. values a broader range of sizes, body-positive designs, and comfort. Gen Z (18-35) is especially influential in increasing demand for fashion-forward, multifunctional pieces, while older groups are increasingly choosing soft, seamless, and versatile products. Comfort is no longer secondary to style. Items that blend functionality with visual appeal are boosting brand loyalty. Lingerie is now appreciated for everyday use, professional comfort, and personal expression, reflecting a broader lifestyle change.
Breaking Down the Market: Products, Channels, and Demographics
- Product Type: Bras and briefs dominate with over 60% of sales, while shape wear, sleepwear, and accessories account for 15–20% of the market.
- Distribution Channels: Online retail now represents roughly 35% of total sales, growing fastest due to convenience, while offline retail continues to generate the majority of revenue.
- Demographics: Women aged 18–35 drive style and trend adoption, whereas older consumers prioritize comfort and multifunctional wear.
Regional Insights: Where Demand is Concentrated
Geographically, the East and West Coasts lead in sales, supported by urban centers with higher disposable incomes and fashion-conscious populations. The Midwest and southern regions are experiencing steady growth, mainly through online channels and by making premium products more accessible to a broader audience.
Trends Reshaping the U.S. Lingerie Market
- Sustainable and Ethical Preference: Buyers are increasingly conscious of the environmental impact of their choices, prompting brands to adopt more eco-friendly fabrics, ethical production practices, and sustainable transportation supply chains.
- Technologically advanced shopping experience: Virtual fitting rooms, augmented reality apps, and AI-driven recommendations have revolutionized how shoppers buy. This, in turn, has lowered returns and boosted consumer confidence.
- Subscription boxes and D2C platforms provide curated selections and personalized experiences that appeal to modern consumers.
- Social media and influencer marketing: Strategic partnerships and social media campaigns are transforming customer engagement and brand visibility.
Opportunities for Brands and Investors
The U.S. lingerie market offers several growth opportunities. Premiumization allows brands to attract consumers willing to invest in high-quality fabrics and unique designs. Companies that focus on inclusive sizing, body-positive marketing, and comfort-inspired innovation can build loyal customers, as can those utilizing digital platforms more efficiently to expand nationwide. Investors may find attractive opportunities in e-commerce, tech-enabled fitness solutions, and niche brands serving underserved segments. As the market shifts toward experience-based shopping, immersive retail models and subscription services also hold significant potential.