U.S. Lingerie Market Set for 7.2% Growth by 2033

The U.S. lingerie market is poised for significant growth, with forecasts predicting a substantial increase in market size by 2033. The market, valued at USD 17.11 billion in 2024, is expected to reach USD 31.40 billion by 2033, reflecting a compound annual growth rate of 7.2% during the period from 2025 to 2033. This growth trajectory is attributed to various factors, including the surge in demand for inclusive and stylish lingerie that prioritizes comfort, as well as the expanding presence of both physical stores and online platforms catering to diverse consumer needs.

Bras emerged as the leading product category in the U.S. lingerie market, commanding a significant market share of 61.80% in 2024. Meanwhile, offline sales dominated the distribution channel landscape, capturing a substantial market share of 67.38% in the same year. Notable trends shaping the market include the emergence of inclusive lingerie designed for maternity and post-pregnancy wear, underscoring the industry’s responsiveness to changing consumer preferences.

The market landscape is witnessing a paradigm shift driven by the growing emphasis on body positivity and inclusivity. Consumers are increasingly seeking lingerie that not only enhances aesthetic appeal but also offers comfort and support across a broad spectrum of body types. Brands like Bravado and Kindred Bravely are expanding their product lines to cater to new and expecting mothers, addressing the demand for functional and stylish lingerie during pivotal life stages often overlooked by mainstream brands.

In response to evolving consumer preferences, brands are leveraging innovative fabric design and technology to enhance the comfort and functionality of lingerie. Materials such as breathable microfibers, lightweight power mesh, and seamless knitting are revolutionizing the industry, making lingerie suitable for everyday wear beyond special occasions. Furthermore, advancements in shapewear materials, including targeted compression, are creating new product categories that blend lingerie with wellness and activewear.

The U.S. lingerie market is also witnessing a shift towards size-inclusivity and body realism, expanding the customer base globally. Brands are diversifying their sizing ranges based on demand analytics to cater to diverse body shapes and sizes, including plus-size and petite segments. Retailers are leveraging AI-powered virtual fitting technologies to address size mismatch issues, reduce return rates, and enhance the overall shopping experience, thereby driving revenue growth in the lingerie sector.

Moreover, the market is characterized by a bifurcation in consumer preferences based on purchase tier and age demographics. Approximately 65% of consumers opt for value or essentials-focused lingerie emphasizing everyday comfort and affordability, while the remaining 35% lean towards premium or aspirational products characterized by quality fabrics and trendy designs. Age-wise, consumers aged 25 to 44 represent the largest demographic group, followed by the 18 to 24 age group and those aged 45 and older, each segment prioritizing different aspects such as comfort, style, and fit.

Key players in the U.S. lingerie market, including Victoria’s Secret, Calvin Klein, ThirdLove, Savage X Fenty, and Hanes, are leading the industry by offering a blend of comfort, style, and inclusivity in their product offerings. These brands are leveraging both offline and digital marketing strategies, such as social media campaigns and influencer partnerships, to reach tech-savvy consumers and influence buying trends nationwide. Additionally, collaborations between major retailers like Macy’s and Gap are introducing exclusive collections that cater to evolving consumer preferences for comfort-focused and sustainable lingerie options.

Looking ahead, the U.S. lingerie market is poised for continued growth driven by consumer demand for inclusive, comfortable, and fashion-forward lingerie. As brands continue to innovate in design, technology, and marketing strategies to meet evolving consumer needs, the industry is set to witness further transformation and expansion in the coming years.