U.S. Lingerie Market Analysis by Product type (Bras, Panties, Shapewear, Loungewear, Sleepwear, Sports Bras, Camisoles and Slips, Bodysuits, Others), Material, Sales Channel, Age Group: Consumer Behavior, Brand Perception, Trends, Pricing Analysis and Forecast Till 2030

Market Overview

U.S. Lingerie Market was valued at USD 9,276 million in 2023 and is estimated to reach a value of USD 17,061 million by 2030 with a CAGR of 8.8% during the forecast period.

 
The U.S. lingerie market is undergoing a notable transformation, driven by an increased emphasis on fit, comfort, body positivity, and inclusive sizing, which is reshaping consumer behavior and brand strategies. Modern consumers, particularly millennials and Gen Z, are seeking lingerie that celebrates individuality instead of adhering to idealized body standards. This shift has prompted brands to design collections that accommodate a wide range of shapes, sizes, and skin tones, thus promoting inclusivity and confidence among women from diverse backgrounds. 

Notable companies such as Savage X Fenty, ThirdLove, and Aerie have led campaigns that advocate for self-acceptance, utilizing real and unretouched models to redefine beauty standards within the U.S. lingerie market. There has also been a surge in demand for comfortable, everyday lingerie that merges aesthetics with practicality, leading to the popularity of seamless designs, soft fabrics, and adaptive fits across retail channels. 

The integration of advanced technologies, including 3D body scanning and AI-powered sizing tools, is enhancing personalization and addressing longstanding issues related to ill-fitting lingerie. This movement towards inclusivity has not only broadened the consumer base but has also strengthened brand loyalty and engagement. 

Furthermore, the rising preference for functional and breathable lingerie, suitable for both work-from-home and active lifestyles, has accelerated sales of versatile styles such as bralettes and sports bras.
As the U.S. lingerie market continues to evolve, brands that prioritize comfort-driven innovation and foster emotional connections are likely to experience sustained growth. Inclusivity has shifted from being a niche trend to a fundamental element that significantly influences design, marketing, and purchasing decisions. This paradigm shift towards body-positive messaging and size diversity reflects broader societal changes, emphasizing themes of empowerment, authenticity, and self-expression.

Brand Perception: Top of Mind and Aided Recall Analysis

The U.S. lingerie market exhibits a vibrant and evolving brand landscape influenced by changing consumer priorities, an increased emphasis on inclusivity, and the rise of digital-first experiences. Historically, this market was largely dominated by Victoria’s Secret & Co., a brand that once epitomized aspirational femininity. However, it is currently undergoing a transformation to emphasize authenticity, inclusivity, and comfort in an effort to regain the trust of consumers that was eroded during its previous phase focused on glamour. Despite this shift, the brand's strong aided recall highlights its enduring legacy, even as younger consumers increasingly lean toward alternatives such as Aerie and ThirdLove. These brands are redefining lingerie as a celebration of comfort and self-acceptance rather than mere allure. Aerie, in particular, has gained significant traction among Gen Z consumers, thanks to its commitment to showcasing unretouched models, natural beauty, and size inclusivity, fostering a strong emotional connection that encourages repeat purchases.

Brands like ThirdLove and Savage X Fenty are further transforming the competitive landscape through their focus on technology and diversity. ThirdLove’s innovative data-driven sizing model and half-cup options illustrate the industry’s move towards greater personalization, while Savage X Fenty’s commitment to representation across diverse races, genders, and body types has significantly enhanced mainstream inclusivity. Both brands are experiencing increased awareness and resonance among younger, digitally-oriented audiences. Conversely, traditional companies such as Hanesbrands, Wacoal, and Calvin Klein continue to maintain loyalty among older and professional consumers who prioritize fit reliability and material quality. Calvin Klein’s minimalist design and unisex appeal effectively position it as a bridge between fashion and functionality in the U.S. lingerie market.

Emerging brands such as Adore Me, Lively, and Knix Wear are utilizing direct-to-consumer models to disrupt conventional pricing and distribution, providing trendy yet affordable collections. Their online-first strategies facilitate personalized engagement and targeted marketing, which are crucial in a market where consumer discovery is increasingly driven by social media. Spanx retains a leading position in the shapewear segment by promoting body confidence and utilizing performance fabrics, while Torrid Holdings dominates the plus-size lingerie market, addressing a long-standing gap. Boutique brands like Cosabella and Natori continue to attract high-income consumers seeking exclusive designs and artisanal craftsmanship within the luxury segment.

In summary, the U.S. lingerie market is evolving from a product-centric approach to a purpose-driven industry, where emotional engagement, inclusivity, and digital interaction are pivotal for growth. Brands that effectively combine comfort, personalization, and social advocacy are cultivating deeper loyalty and expanding their market share, indicating that lingerie has transcended its traditional role as mere apparel to become a statement of identity, empowerment, and self-expression.

Segmental Analysis

Based on product type, the U.S. lingerie market is segmented into Bras, Panties, Shapewear, Loungewear, Sleepwear, Sports Bras, Camisoles and Slips, Bodysuits, Others.

 
The U.S. lingerie market showcases a diverse product landscape influenced by shifting fashion preferences, an increasing focus on body inclusivity, and a growing emphasis on comfort and functionality. Bras account for the largest market share at 35 percent, serving as the core of the category. This segment is propelled by continuous innovations in fit, materials, and design. There is a noticeable trend among consumers favoring wireless, seamless, and adaptive-fit bras that effectively balance support and comfort. The introduction of size-inclusive ranges and 3D fitting technologies has significantly improved customer satisfaction, while hybrid designs such as bralettes and convertible bras continue to attract younger demographics seeking versatile style options.

Panties represent 22 percent of the market and benefit from higher repurchase frequency and affordability. Recent trends show an increasing demand for multipack offerings, breathable fabrics, and sustainable materials like organic cotton and bamboo fiber, particularly among eco-conscious consumers. Shapewear, which holds a 10 percent market share, is witnessing renewed growth through products that prioritize comfort and enhance natural curves rather than restrict them. Leading brands like Spanx and Skims are redefining consumer perceptions by marketing shapewear as confidence-enhancing apparel suitable for everyday wear.

Loungewear, accounting for 8 percent of the market, saw significant growth following the pandemic as consumers prioritized comfort and relaxation for remote work. This segment has evolved from sleepwear to casual lifestyle garments, featuring premium cotton sets, soft fabrics, and minimalist designs. Sleepwear contributes 7 percent to the market and is being redefined by the self-care trend and a rising preference for breathable, luxurious fabrics such as satin and modal blends, appealing to both aesthetic and comfort-driven consumers.

The sports bras segment, with a 6 percent share, continues to grow in response to the dominance of fitness and athleisure trends in consumer spending. These products combine performance support with fashionable designs, reflecting their increasing use beyond gym settings. Camisoles and slips, while holding a modest 4 percent share, remain relevant due to current layering trends and the demand for office-friendly undergarments, particularly among professionals seeking understated elegance. Bodysuits, comprising 5 percent of the market, have emerged as a crossover category that links lingerie with outerwear fashion. Their rising popularity among younger consumers indicates a blend of functionality, style, and confidence. The "others" category accounts for 3 percent and includes niche segments like maternity, adaptive, and specialized lingerie, which are gaining recognition through innovations focused on inclusivity and accessibility.

Overall, the U.S. lingerie market reflects a significant shift in consumer priorities from purely aesthetic appeal to personalized comfort, inclusivity, and sustainability. Brands that effectively integrate technology, ethical sourcing, and adaptive design are positioned to capture the next wave of growth in this evolving apparel landscape.

Regional Analysis

The U.S. lingerie market exhibits significant regional and age-related variations, shaped by lifestyle diversity, income levels, fashion preferences, and cultural attitudes toward body inclusivity. The Northeast region, which comprises 27 percent of the market, is distinguished by a high concentration of urban professionals who exhibit strong brand consciousness. Consumers in this area tend to favor luxury and designer lingerie that combines sophistication with practicality. Sustainability is increasingly important, with eco-conscious shoppers in states such as New York and Massachusetts opting for lingerie made from recycled lace, organic cotton, or biodegradable materials. Digital-first retail experiences appeal to women aged 25 to 40, who appreciate features such as virtual fittings and personalized style recommendations. Additionally, the region's dense population and fashion-forward culture create an advantageous environment for premium and inclusive lingerie launches.

The Midwest region, representing 22 percent of the market, caters to a more conservative and value-driven consumer base. Buyers aged 30 to 50 prioritize comfort, durability, and affordability over trending styles, often depending on established brands like Hanes, Bali, and Jockey for their reliable fit. However, signs of a gradual shift are emerging, as younger consumers are increasingly drawn to functional shapewear and adaptive designs that promote body confidence and inclusivity. In-store shopping remains preferred among Midwest consumers, where tactile comfort and fabric quality are crucial decision-making factors. Retail chains and department stores still dominate sales, although online shopping is steadily gaining traction in metropolitan areas such as Chicago and Detroit.

The Southern region, holding the largest market share at 30 percent, displays a dynamic blend of traditional and modern preferences. A younger demographic, particularly women aged 20 to 35, is leading the area’s swift adoption of fashion-forward and affordable lingerie options. States like Texas, Florida, and Georgia show a strong preference for colorful, breathable fabrics suitable for the warmer climate. Social media marketing and influencer partnerships have heightened brand engagement, making the South a vital growth area for emerging digital-native labels like Adore Me, Savage X Fenty, and ThirdLove. The prevalence of smartphones and the enthusiasm for subscription models further support repeat purchase cycles.

The Western region, which accounts for 21 percent of the market, is noted for its progressive mindset and wellness-focused lifestyles. California spearheads this region with a strong demand for athleisure-inspired lingerie, bralettes, and sustainable products. The core consumer base consists of women aged 18 to 35, who prioritize comfort, minimalism, and environmental ethics. The activewear culture on the West Coast has blurred the lines between lingerie and casual wear, leading to growth in crossover segments like bodysuits and sports bras. Consumers in this region tend to be early adopters of technology, favoring digital fitting tools, AI-driven sizing assistance, and eco-conscious direct-to-consumer brands.

In summary, the U.S. lingerie market reflects a rich tapestry of regional habits and age-specific expectations. While the Northeast and West focus on premium, sustainable fashion, the South drives market volume through youthful trends and e-commerce engagement, and the Midwest maintains steady growth by relying on legacy brands. This diversity highlights the industry’s evolution toward personalization, inclusivity, and regional responsiveness, paving the way for the next wave of innovation and consumer engagement.

Company Analysis

Major companies operating within the U.S. lingerie market are: Victoria’s Secret & Co., Hanesbrands Inc. (Maidenform, Bali, Playtex), American Eagle Outfitters, Inc. (Aerie), ThirdLove Inc., L Brands Inc., Adore Me, Inc., Savage X Fenty, Calvin Klein, Inc., Jockey International, Inc., Natori Company, Spanx, Inc., Cosabella, Lively, Inc., Aubade America Inc., Parade, Knix Wear Inc., Wacoal America, Inc., Chantelle Group, Torrid Holdings Inc., Fruit of the Loom, Inc. and others.