The North America Lingerie market is anticipated to grow at more than 4.52% CAGR from 2026 to 2031.

  • Historical Period: 2020-2024
  • Base Year: 2025
  • Forecast Period: 2026-2031
  • CAGR (2026-2031): 4.52
  • Largest Market: United States
  • Fastest Market: Canada
  • Format: PDF & Excel
Featured Companies
  • 1 . Jocky International, Inc.
  • 2 . Victoria's Secret
  • 3 . Triumph International
  • 4 . Vedette Shapewear
  • 5 . Spanx Llc
  • 6 . Hanesbrand Inc
  • More...

Market Analysis

In North America, demand for lingerie has recently increased significantly among all essential clothing categories, as it is a necessity for all women. Lingerie is another important fashion accessory. The lingerie industry in North America originated in the latter part of the 1800s, when women's undergarments began to transition from bulky and restrictive corsets to lighter and more comfortable garments. New fabrics and manufacturing techniques enabled the development of more practical and functional undergarments that provided greater support and comfort. Furthermore, the popularity of the brassiere bra began to rise in the early twentieth century, and by the 1920s, it had become a staple of women's fashion. Lingerie demand grew throughout the twentieth century, thanks to the introduction of new styles and designs such as thongs, boyshorts, and push-up bras. Furthermore, Social and cultural changes have also had an impact on the lingerie industry in North America. The women's liberation movement, as well as changing attitudes towards sexuality and body image, led to the introduction of more revealing and provocative lingerie styles in the decades that followed. Seasonal trends have a significant impact on the North American lingerie market as they can influence consumer preferences and purchasing decisions.

For instance, during the Valentine's Day season, there is usually an increase in demand for romantic and sexy lingerie products such as red and pink lace bra and panty sets, babydolls, and chemises. Similarly, during the holiday season, there is often an uptick in sales for festive and cozy lingerie products like pajama sets, robes, and onesies. The changing seasons can also affect the types of materials used in lingerie products. According to the research report, " North America Lingerie Market Research Report, 2031," published by Actual Market Research, the North America Lingerie market is anticipated to grow at more than 4.52% CAGR from 2026 to 2031. The rising awareness about personal hygiene and health has led to an increased demand for lingerie made from natural and organic materials. This has resulted in the introduction of eco-friendly lingerie options. Furthermore, with more women joining the workforce, the demand for lingerie that is suitable for professional attire has grown. This has led to the introduction of more sophisticated lingerie styles that are both practical and fashionable. Moreover, the fashion industry is constantly evolving, and lingerie is no exception. Women are looking for lingerie that reflects the latest fashion trends while also providing the necessary support and comfort. This has resulted in the introduction of a wide range of styles, colours, and patterns to suit every taste and preference.

Rising disposable incomes have led to an increased demand for luxury lingerie brands that offer premium quality fabrics, intricate designs, and a superior fit. This has resulted in the introduction of high-end lingerie lines and exclusive collaborations between lingerie brands and fashion designers. Furthermore, the athleisure trend has influenced the lingerie market, leading to the introduction of sports bras and other athletic-inspired lingerie styles that are comfortable, supportive, and stylish. This trend has also led to the introduction of lingerie lines that can be worn as outerwear, blurring the lines between traditional lingerie and active wear. .

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Market Dynamic

Market Drivers

• Expansion of Online Shopping and Digital Retail Solutions: The growth of online shopping in North America has greatly influenced the lingerie industry. Shoppers are leaning towards digital venues because they are convenient, offer a wider selection, and provide easy access to precise size details. Companies are putting resources into artificial intelligence fitting tools, tailored suggestions, and simple return processes to enhance customer satisfaction. Direct sales to consumers help businesses develop stronger connections with buyers. Marketing via social media and partnerships with influencers also enhance online sales. This factor is continually altering old retail systems.

• Increased Interest in Inclusive and Eco-Friendly Products: Consumers in North America are progressively placing importance on inclusiveness and sustainability when shopping for lingerie. Brands that provide larger size options and promote body positivity appeal to a wider demographic. At the same time, there is a growing demand for environmentally conscious fabrics and fair production methods. Shoppers are more loyal to brands that uphold these principles. This is shaping product development, material acquisition, and branding methods throughout the market. Market Challenges

• Intense Market Rivalry and Oversaturation: The lingerie market in North America faces fierce competition, with many names and new direct-to-consumer entrants. This oversaturation leads to significant price wars and lowers profit margins. Well-known brands take up considerable retail space and consumer awareness, making it hard for newcomers to enter. Constant innovation and investment in marketing are essential to stay in the game. Customer loyalty can be hard to maintain due to numerous choices available. These elements increase operational challenges for brands.

• Unstable Raw Material and Supply Chain Expenses:The rising cost of raw materials, like cotton, lace, and synthetic textiles, presents a key obstacle. Global supply chain issues add more unpredictability and expense. Companies must find a balance between quality and cost efficiency while avoiding frequent increases in prices. Smaller and mid-sized enterprises are especially at-risk concerning profit margins. This hurdle complicates stock management and long-term pricing plans. Market Trends

• Movement Towards Comfort-Focused and Inclusive Lingerie: Buyers are increasingly preferring lingerie that emphasizes comfort and suitability for daily use. Wireless bras, bralettes, and seamless designs are on the rise. Inclusive sizing is shifting from being a unique feature to becoming widely expected. Changes in lifestyle, such as working from home, support this trend. Brands are reimagining their collections to combine comfort with style. This direction is transforming the product ranges in the region.

• Quick Growth of Digital-First and DTC Brands: Brands that are born online are expanding swiftly in North America by utilizing internet platforms. Customized shopping journeys, virtual fitting services, and social media commerce improve customer engagement. Marketing led by influencers significantly boosts brand presence. Traditional shops are adjusting by enhancing their mixed-channel approaches. This trend is consistently changing how consumers shop and the retail landscape.
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Segmentation

By Product Type Knickers or Panties
Brassiere
Shapewear
Others
By Pricing Rang Economy
Premium
By Material Satin
Cotton
Silk
Nylon
Others
By Distribution Channel Specialty Stores
Online Retail Stores
Supermarkets/Hypermarkets
Other Distribution Channels
North America North America
Europe
Asia-Pacific
South America
MEA



Brassieres are the leading category in the North American lingerie market as they are necessary everyday items with strong consumer demand, regular replacement habits, and significant brand innovation that boosts both quantity and sales value.

Brassieres command the largest segment in the North American lingerie market because they are seen as essential components of women's wardrobes, offering a variety of styles that fulfill different requirements from daily comfort and specialized support to stylish and performance-oriented options. They generate a considerable share of lingerie sales since consumers regularly buy them for both practical support and visual appeal, which means they are often replaced, maintaining consistent demand. The brassiere segment's variety, featuring styles like wireless bras, sports bras, push-up designs, and inclusive sizing, enables brands to serve a wide range of body shapes and lifestyle choices, thereby strengthening their market position. The presence of well-known brands and their marketing efforts in the area, along with continuous product advancements focusing on comfort, better fitting, enhanced materials, and inclusive sizing, help build customer loyalty and encourage spending on higher-end products. The developed retail environment in North America with specialty shops, department stores, and strong online platforms further ensures that brassieres are easily accessible at various price levels. A cultural focus on personal expression through fashion and body confidence trends motivates people to frequently update their intimate apparel, especially bras, solidifying their leading market role. All these elements contribute to brassieres holding the largest share in the North American lingerie market, illustrating ongoing consumer preference and continual industry growth.

The economy mass-market pricing category is the biggest in the North America lingerie industry because a large number of consumers focus on low-cost options and good value, causing budget-friendly everyday intimate wear to be the most popular choice.

In the lingerie market of North America, the economy or mass-market pricing category takes the lead as it satisfies the basic and everyday needs for intimate clothing of the broadest consumer audience. The leadership of this segment illustrates key mass-market trends found in developed nations, where items are made and priced to attract the most customers possible at acceptable levels of quality and the lowest feasible prices. As most lingerie purchases are practical like common bras, panties, and undergarments many shoppers in the U.S. and Canada opt for options that prioritize value, ensuring comfort, fit, and cost without high premiums. Retailers, such as department stores, discount retailers, and major online shops, offer a wide range of economy products, enhancing their availability and convenience, which boosts the attractiveness of this segment. Moreover, the need for frequent replacements due to daily wear motivates consumers to select more affordable choices, increasing sales figures and reinforcing the economy range’s leading market position. As these budget-conscious purchases happen among various age groups and income levels, the economy segment maintains high sales turnover even though high-end and luxury brands are growing more rapidly in comparison. The economy price segment's success in North America arises from practical consumer spending patterns, uniform product selections, and the large demand for cost-effective intimate wear that fulfills functional needs across a wide population.

Silk is the leading material in North America’s rapid growth sector due to an increasing desire for high-end, luxurious, and skin-friendly lingerie spurred by rising disposable incomes and a trend toward premium lifestyles.

In the North American market for lingerie, silk is quickly becoming the material in highest demand, primarily due to changes in what consumers prefer regarding luxury, comfort, and clothing focused on wellness. Shoppers in the U.S. and Canada are beginning to see lingerie as more than simply a basic clothing item it represents personal care and indulgence. The natural softness, breathability, and hypoallergenic qualities of silk resonate well with this new perspective, making it particularly appealing to buyers who prioritize health and comfort. The increasing popularity of high-end lingerie brands, fueled by growing disposable incomes and a readiness to invest in quality items, has boosted the trend toward silk. Furthermore, silk is often seen as a symbol of elegance, femininity, and exclusivity, appealing to North American customers looking for aspirational and emotionally satisfying buys. The growth of direct-to-consumer and boutique luxury brands has also made silk lingerie more accessible than before, which was once confined to niche or upscale retail outlets. Trends favoring sustainability are also influential, as silk is viewed as a natural and eco-friendly fiber when compared to synthetic materials. Social media and influencer marketing have promoted silk lingerie as not just for special occasions but as an everyday lifestyle choice, encouraging repeat buying. While silk may cost more than other fabrics, its premium appeal supports greater growth rates, even if sales volume stays lower. These points clarify why silk is seeing the fastest expansion among materials in the North American lingerie industry.

Online retail outlets are leading in North America because consumers emphasize convenience, privacy, extensive product options, and easy digital shopping experiences for lingerie purchases.

In North America, online retail outlets have become the most significant and rapidly expanding distribution channel within the lingerie sector, largely due to the region’s robust digital infrastructure and shifting consumer shopping habits. The high level of internet access, widespread use of smartphones, and developed e-commerce systems have turned online shopping into a favored choice for both daily and niche lingerie purchases. Shoppers increasingly appreciate the ease of making purchases anytime and anywhere, particularly when it comes to intimate apparel, where privacy and discretion significantly influence buying choices. Internet platforms offer a much broader range of sizes, styles, colors, and brands compared to brick-and-mortar stores, meeting the needs of various body types and individual tastes. Furthermore, tools like virtual fitting features, size guides, user reviews, and comprehensive product details aid in easing concerns regarding fit and comfort, which have traditionally held back online lingerie sales. Subscription services, adaptable return options, and rapid delivery also boost customer trust and encourage repeat buys. The availability of both budget-friendly and high-end brands online enables consumers to easily compare prices and search for value-oriented or customizable choices. Marketing through social media, partnerships with influencers, and focused digital ads are essential for increasing online traffic and enhancing brand interaction. As shoppers increasingly weave digital buying into their routines, online retail outlets continue to lead in sales and rapid growth, reinforcing their dominance in the North American lingerie landscape.

Market Regional Insights


The U.S. is at the forefront of the North American lingerie sector due to its vast consumer market, affluent customers, prominent brands, and sophisticated retail networks.

The United States is the foremost player in the North American lingerie sector mainly because it has a large population and significant purchasing power, along with a developed fashion and retail landscape. Compared to other nations in the area, American consumers often have higher disposable incomes, allowing them to spend more on both affordable and luxury lingerie options. In the U.S., lingerie is perceived not merely as an essential item but increasingly as a product related to lifestyle and fashion, resulting in higher consumption rates per person. The presence of many leading and national lingerie brands, alongside established retailers and emerging direct-to-consumer companies, enhances market dominance. These brands consistently focus on product innovation, diverse sizing, comfort-oriented styles, and modern materials to align with changing consumer tastes. The U.S. enjoys a robust retail framework that combines large physical stores with strong online shopping capabilities. E-commerce, mobile shopping, subscription services, and virtual fitting solutions make lingerie shopping more straightforward and accessible for consumers. Moreover, effective marketing techniques, partnerships with influencers, and endorsements from celebrities play a vital role in shaping consumer decisions and brand loyalty. The cultural focus on body positivity and inclusiveness has also broadened the audience by motivating brands to cater to various body shapes and ages. On top of this, the U.S. is known for being a center of innovation, where trends like sustainable lingerie, comfort-first solutions, and wearing lingerie as outerwear often begin and then spread. Well-organized supply chains and access to manufacturing networks ensure steady product availability. These elements economic prowess, consumer habits, brand influence, and retail advancement solidify the United States’ role as the top nation in the North American lingerie market.

Companies Mentioned

  • 1 . Jocky International, Inc.
  • 2 . Victoria's Secret
  • 3 . Triumph International
  • 4 . Vedette Shapewear
  • 5 . Spanx Llc
  • 6 . Hanesbrand Inc
  • 7 . Leonisa S.A.
  • 8 . Wacoal Ltd
  • 9 . Belly Bandit
  • 10 . Annette International Corporation
  • 11 . Rago Shapewear
  • 12 . Chantelle Group
  • 13 . Mas Holdings
  • 14 . Phillips-Van Heusen Corporation
  • 15 . Hanky Panky
  • 16 . Honey Birdette
  • 17 . Miraclesuit

Table of Contents

  • Table 1: Influencing Factors for Lingerie Market, 2025
  • Table 2: Top 10 Counties Economic Snapshot 2024
  • Table 3: Economic Snapshot of Other Prominent Countries 2022
  • Table 4: Average Exchange Rates for Converting Foreign Currencies into U.S. Dollars
  • Table 5: North America Lingerie Market Size and Forecast, By Product Type (2020 to 2031F) (In USD Billion)
  • Table 6: North America Lingerie Market Size and Forecast, By Pricing Range (2020 to 2031F) (In USD Billion)
  • Table 7: North America Lingerie Market Size and Forecast, By Material (2020 to 2031F) (In USD Billion)
  • Table 8: North America Lingerie Market Size and Forecast, By Distribution Channel (2020 to 2031F) (In USD Billion)
  • Table 9: United States Lingerie Market Size and Forecast By Product Type (2020 to 2031F) (In USD Billion)
  • Table 10: United States Lingerie Market Size and Forecast By Pricing Range (2020 to 2031F) (In USD Billion)
  • Table 11: United States Lingerie Market Size and Forecast By Material (2020 to 2031F) (In USD Billion)
  • Table 12: United States Lingerie Market Size and Forecast By Distribution Channel (2020 to 2031F) (In USD Billion)
  • Table 13: Canada Lingerie Market Size and Forecast By Product Type (2020 to 2031F) (In USD Billion)
  • Table 14: Canada Lingerie Market Size and Forecast By Pricing Range (2020 to 2031F) (In USD Billion)
  • Table 15: Canada Lingerie Market Size and Forecast By Material (2020 to 2031F) (In USD Billion)
  • Table 16: Canada Lingerie Market Size and Forecast By Distribution Channel (2020 to 2031F) (In USD Billion)
  • Table 17: Mexico Lingerie Market Size and Forecast By Product Type (2020 to 2031F) (In USD Billion)
  • Table 18: Mexico Lingerie Market Size and Forecast By Pricing Range (2020 to 2031F) (In USD Billion)
  • Table 19: Mexico Lingerie Market Size and Forecast By Material (2020 to 2031F) (In USD Billion)
  • Table 20: Mexico Lingerie Market Size and Forecast By Distribution Channel (2020 to 2031F) (In USD Billion)
  • Table 21: Competitive Dashboard of top 5 players, 2025

  • Figure 1: North America Lingerie Market Size By Value (2020, 2025 & 2031F) (in USD Billion)
  • Figure 2: North America Lingerie Market Share By Country (2025)
  • Figure 3: US Lingerie Market Size By Value (2020, 2025 & 2031F) (in USD Billion)
  • Figure 4: Canada Lingerie Market Size By Value (2020, 2025 & 2031F) (in USD Billion)
  • Figure 5: Mexico Lingerie Market Size By Value (2020, 2025 & 2031F) (in USD Billion)
  • Figure 6: Porter's Five Forces of Global Lingerie Market

Market Research FAQs

The North America Lingerie market was valued at more than USD 34 Billion in 2022.
Some of the key factors driving the growth of the North American lingerie market include increasing consumer demand for comfortable and stylish lingerie, rising awareness about sustainable and size-inclusive lingerie options, technological advancements in the industry, and increasing online sales channels.
Knickers/panties, bras, and shapewear are the most popular lingerie products in North America.
Some of the most popular lingerie brands in North America include Victoria's Secret, Calvin Klein, Hanky Panky, Aerie, and ThirdLove.
Celebrity endorsements can have a significant impact on the North American lingerie market, with brands like Victoria's Secret and Savage X Fenty partnering with popular celebrities to promote their products and increase brand awareness.
The expansion of the North America lingerie market is influenced by an increasing consumer interest in comfort, inclusivity, and functional everyday wear.
Brassieres comprise the largest portion of the North America lingerie market, mainly due to their essential everyday use, the need for frequent replacements, and their widespread availability.
The economy pricing segment leads the market because a significant number of consumers place importance on affordability and value, resulting in lower-priced, everyday lingerie.
Online retail is the fastest expanding distribution method, fueled by factors such as convenience, privacy, a wide variety of products, and enhanced e-commerce options like virtual fitting tools.

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