The global Men’s Underwear Market is entering a dynamic growth phase, supported by changing lifestyles, rising health awareness, and continuous innovation by both established brands and emerging manufacturers. According to the latest industry outlook, the market is valued at USD 43.2 billion in 2025 and is projected to reach USD 72.4 billion by 2035, expanding at a steady CAGR of 5.3% during the forecast period.
As men increasingly view underwear not just as a basic necessity but as a lifestyle and performance product, manufacturers are investing heavily in new technologies, sustainable materials, and omnichannel expansion strategies to strengthen their market presence globally.
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Key Market Highlights
- Market Value (2025): USD 43.2 billion
- Forecast Value (2035): USD 72.4 billion
- Forecast CAGR (2025–2035): 5.3%
- Leading Material Segment: Cotton (41.7% share in 2025)
- Prominent Style Segment: Regular Briefs (38.6%)
- Dominant Sales Channel: Wholesalers & Distributors (36.2%)
- Key Growth Regions: North America, Asia-Pacific, Europe
Market Growth Drivers and Outlook
The men’s underwear market is growing steadily due to:
- Rising focus on comfort, durability, and fit
- Increasing demand for premium, breathable, and skin-friendly fabrics
- Growing awareness around personal hygiene, fitness, and active lifestyles
- Expansion of e-commerce and modern retail formats
- Strong influence of celebrity endorsements and digital marketing
From 2020 to 2025, the market grew at over 4% CAGR. Looking ahead to 2035, growth is expected to accelerate as disposable incomes rise, lifestyles become more on-the-go, and consumers demand innovative innerwear solutions that combine performance with style.
Segmental Insights Driving Market Expansion
Material – Cotton Leads the Way
- Cotton accounts for 41.7% of market revenue in 2025
- Preferred for breathability, softness, moisture absorption, and affordability
- Widely adopted across climates, making it the most trusted material
Category – Regular Briefs Remain Dominant
- Regular briefs hold 38.6% share due to practicality and everyday comfort
- Strong loyalty toward traditional designs that balance support and affordability
- Boxer briefs, however, are the fastest-growing segment with 8.2% CAGR, reflecting evolving style preferences
Sales Channel – Wholesalers & Distributors
- Account for 36.2% of total revenue
- Ensure cost efficiency, large-scale availability, and strong rural penetration
- Multi-brand stores continue to gain traction as consumers prefer touch-and-feel purchasing experiences
Regional and Country-Level Opportunities
- United States: Leads the global market with over 6.5% CAGR, driven by brand loyalty, premiumization, and fitness-focused consumers
- United Kingdom: Growing at over 5% CAGR, supported by rising health consciousness and active lifestyle initiatives
- Thailand: Expanding at around 3% CAGR, fueled by innovative fabrics that regulate moisture and temperature
- United Arab Emirates: Highly lucrative market due to strong retail infrastructure, global brand presence, and online shopping adoption
Competitive Landscape: Established Brands and New Entrants Innovate
The men’s underwear industry remains highly competitive, with leading players such as Hanesbrands Inc., Philips-Van Heusen Corporation, Ralph Lauren Corporation, Jockey International Inc., Under Armour, Levi Strauss & Co., and American Eagle Outfitters Inc. maintaining strong brand equity.
At the same time, new and direct-to-consumer brands are entering the market with:
- Sustainable and recycled fabrics
- Advanced moisture-wicking and cooling technologies
- Seamless construction and ergonomic designs
For example:
- Hanesbrands introduced underwear made from recycled polyester
- Calvin Klein launched organic cotton and recyclable-material collections
- Buttercloth unveiled cooling icy cotton underwear, redefining comfort standards
Innovation and Marketing: Key to Business Expansion
To stay ahead, companies are focusing on:
- Product innovation using smart textiles and functional designs
- Sustainable manufacturing practices
- Influencer marketing, celebrity collaborations, and social media campaigns
Partnerships with athletes and high-profile campaigns, such as Calvin Klein’s Fall 2025 launch and Jockey’s collaboration with Usain Bolt, are helping brands connect with younger, style-conscious consumers worldwide.
Key Segments Covered in the Report
- By Material: Cotton, Wool, Silk, Polyester, Rayon, Linen, Nylon, Others
- By Category: Regular Brief, Boxer Brief, Boxer Shorts, Trunks, Thongs
- By Sales Channel: Wholesalers/Distributors, Hypermarkets, Specialty Stores, Multi-brand Stores, Online Retailers
- By Price Range: Below USD 10, USD 10–20, USD 20–30, USD 30 & Above
- By Age Group: 15–25 to 65+
- By Size: XS to XXXL
Conclusion
With strong demand fundamentals, evolving consumer preferences, and continuous innovation, the Men’s Underwear Market offers significant opportunities for both established players and new manufacturers looking to expand globally. As brands invest in technology, sustainability, and modern marketing strategies, the market is set to remain resilient and growth-oriented through 2035.
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