The Asia Pacific underwear market has been experiencing significant growth, with an estimated size of USD 26.18 billion in 2024. Forecasts predict a steady rise at a compound annual growth rate of 7.7% from 2025 to 2030, reaching USD 40.76 billion. This growth is attributed to various factors driving market demand and trends shaping consumer preferences in the region.
One key driver of market growth is the region’s increasing disposable income and urbanization, allowing consumers to invest in premium and fashionable underwear. This trend has led to a surge in demand for quality fabrics, enhanced fit, and branded products. Notably, consumers in countries like China and India are showing a preference for premium brands, boosting the market’s revenue segments.
The digital revolution has played a pivotal role in reshaping the underwear market landscape in Asia Pacific. E-commerce platforms such as Lazada, Shopee, and Myntra have made underwear more accessible to a wider audience, enabling brands to reach consumers even in remote areas. Companies like Japan’s GU and India’s Clovia have leveraged online channels and social media marketing to enhance brand awareness and loyalty, particularly among tech-savvy shoppers.
Cultural shifts promoting body positivity have influenced consumer demands for products catering to diverse body shapes and sizes. Brands like Victoria’s Secret have embraced inclusive sizing in Asian markets, reflecting this shift. Moreover, regional brands are customizing designs to better suit local body types and preferences, enhancing consumer satisfaction and brand loyalty.
The rising interest in fitness and active lifestyles across Asia-Pacific has fueled the demand for functional underwear designed for performance. Features such as moisture-wicking, anti-odor properties, and ergonomic designs are increasingly valued by consumers engaged in sports and outdoor activities. Brands like Under Armour and Decathlon are capitalizing on this trend by offering specialized products tailored for active individuals in markets like South Korea, Australia, and India.
In terms of gender insights, the women’s underwear segment held the largest revenue share in 2024, accounting for 64.8%. Cultural shifts promoting acceptance of diverse body types have led women in the region to seek brands offering inclusive sizing options. This demand has prompted both international and regional brands to expand their product ranges beyond the traditional offerings, catering to a wider spectrum of body shapes and sizes.
On the other hand, the men’s underwear market segment is expected to grow at a CAGR of 7.2% from 2025 to 2030, driven by evolving lifestyle choices, increasing disposable incomes, and changing cultural attitudes towards self-care and style. Urbanization and economic development in countries like China, India, Japan, and Southeast Asian nations have prompted men to prioritize comfort, quality, and aesthetics in their underwear choices, leading to a growing demand for premium materials and performance-oriented options.
Regarding distribution channels, department stores accounted for a significant revenue share of 26.4% in 2024. These stores offer a curated selection of both local and international brands, providing consumers with a wide range of quality options under one roof. Popular brands like Calvin Klein, Triumph, and Wacoal often have dedicated sections or boutiques within department stores, facilitating convenient product comparisons for consumers.
The online sales channel is anticipated to witness robust growth, with a projected CAGR of 8.6% from 2025 to 2030. Online platforms offer consumers the convenience of browsing and purchasing underwear from their homes, catering to those in busy urban centers or remote areas with limited access to physical stores. Platforms like Lazada, Shopee, and Rakuten have gained popularity by serving a diverse customer base across the Asia-Pacific region.
In regional insights, China dominated the underwear market in 2024, accounting for 55.8% of the total revenue. The market in China reflects a strong trend towards supporting local brands, driven by national pride and a growing confidence in the quality of Chinese-made products. Companies like Aimer and Threegun have capitalized on this sentiment by blending traditional aesthetics with modern functionality in their designs.
Meanwhile, the India underwear market is poised for substantial growth, with a projected CAGR of 12.5% from 2025 to 2030. Factors such as rising disposable incomes, urbanization, and evolving social attitudes towards personal care and fashion are fueling this growth. Consumers in urban areas like Mumbai, Delhi, and Bangalore are increasingly brand-conscious and seeking quality and variety in underwear, moving away from traditional options towards more stylish and functional alternatives.
The Asia-Pacific underwear market boasts a dynamic and diverse competitive landscape, with both international and domestic brands competing for consumer loyalty across various segments. International players like Calvin Klein, Victoria’s Secret, and Uniqlo dominate the premium and mid-tier segments, focusing on quality, design, and lifestyle branding to appeal to fashion-conscious urban consumers. Key regional players such as Wacoal Holdings Corp., Aimer Group, Triumph International, and Jockey are also making significant contributions to the market’s growth and evolution.
In summary, the Asia Pacific underwear market is on a trajectory of growth and transformation, driven by evolving consumer preferences, digital advancements, and cultural shifts. With a focus on quality, inclusivity, and innovation, brands are catering to a diverse range of body types and lifestyles, shaping the future of the underwear industry in the region.
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