Men's Underwear Market Summary

The global men’s underwear market size was valued at USD 42.9 billion in 2025 and is projected to grow from USD 45.2 billion in 2026 to USD 68.9 billion by 2033, growing at a CAGR of 6.2% from 2026 to 2033. Asia Pacific dominated the market, accounting for the largest global share of 42.3% in 2025. Increasing awareness about health, best fit, and personal hygiene coupled with the growing millennial population is expected to drive the growth.

Source: Grand View Research, IR Documents, Primary Interviews, Paid Databases

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Improving fashion trends, increasing disposable income, and changing consumer lifestyles along with preferences are the factors expected to boost market growth. Increasing concern regarding the fabric used for manufacturing underwear is one of the major factors driving the market. The availability of products in a variety of fabrics such as cotton, polyester, nylon, rayon, silk, and cotton blends is driving the product demand. Manufacturers focus on intimate product designs and patterns such as thongs, C-string, tanga, and jockstraps among others to cater to a larger consumer base.

Global men’s underwear market has been negatively impacted, due to the unforeseen COVID-19. In the U.S., overall apparel sales witnessed a decline of around 19.0% from 2019 to 2020, with the overall decline amounting to around USD 42.0 billion in 2020, according to an article published in March 2021 in The Under fashion Club, Inc., a non-profit organization supporting the intimate apparel industry.

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However, the article also revealed that the sales of men’s undergarments (including underwear bottoms and undershirts) increased by 2.0% in 2020. In countries across the Asia Pacific, there was a decline in men’s underwear sales in 2020. An article by Your Life Choices, Australia’s most established and trusted digital publication, in October 2022 revealed that the sales of men’s underwear in Australia dropped during 2020.

Similarly, in India, Jockey International Inc. witnessed a decline of around 4.0% in its revenue from underwear sales from 2019 to 2020. However, the market is expected to gradually return to pre-pandemic levels as people resume normal life, and the demand for men’s underwear is expected to grow. This is anticipated to impact positively during the forecast period.

Millennials are driving the demand in the men’s underwear market as they are more receptive to new and different products than other generations. The high demand for new and innovative products in terms of color, fabric, print, and style among millennials is creating opportunities for manufacturers. The introduction of products with new color shades by brands such as Jockey, Garçon Model, and N2N among others is anticipated to encourage consumers to choose products other than the conventional hues. The rise in modern retailing stores such as supermarkets, specialty stores, pharmacies, and discounters is projected to propel product visibility and reach.

Companies are focusing on R&D to make products suitable for all shapes and sizes. Innovation in advance tailoring along with new fabric types such as modal, viscose, or merino wool, which help reduce moisture and regulate temperature, is driving the market competition. For Instance, Saxx offers 3D hammock-shaped pouches that prevent friction caused by skin-against-skin with the help of mesh panels and unexposed stitching to avoid chafing. They have also created a 3D shaping around thighs, glutes, hamstring, and quads by using nine panels of fabric for better fit, feel, and functionality.

Market Dynamics

The men’s underwear market is witnessing steady growth driven by evolving consumer preferences toward comfort, functionality, premium fabrics, and body-conscious apparel. Modern consumers increasingly view underwear as an essential component of everyday wear rather than a basic commodity, leading to growing demand for products offering superior fit, moisture management, breathability, and durability. Product innovations in fabric technology, rising awareness regarding personal hygiene, increasing disposable incomes, and the expansion of e-commerce platforms are further supporting market growth. In addition, the growing influence of athleisure and active lifestyles is encouraging consumers to seek performance-oriented underwear solutions that combine comfort with style.

Analyst Perspective

The Men’s Underwear market is evolving from a basic apparel category into a comfort- and performance-driven segment, with consumers increasingly prioritizing fit, fabric innovation, and functionality over brand familiarity alone. Premium and mid-premium products featuring moisture-wicking, anti-odor, and stretch-performance fabrics are gaining share, particularly among younger consumers and working professionals. Boxer briefs continue to outperform traditional styles due to their versatility and comfort. E-commerce and D2C channels are accelerating category growth by enabling subscription models, personalized sizing, and broader product discovery. Additionally, demand for sustainable materials such as organic cotton and modal is rising, prompting manufacturers to differentiate through fabric technology and value-added features rather than price competition.

Type Insights

Based on type, the Boxer Brief segment led the market with the largest revenue share of 33.7% in 2025 and is expected to grow at the fastest CAGR over the forecast period. Boxer briefs dominate the men's underwear market due to their ability to combine the support of briefs with the comfort and coverage of boxers, making them suitable for a wide range of daily activities. Consumers increasingly prefer boxer briefs because they offer enhanced fit, reduced chafing, improved mobility, and compatibility with both casual and athletic apparel. Growing awareness regarding comfort, hygiene, and performance-oriented innerwear has further accelerated demand for boxer briefs across different age groups. Additionally, manufacturers continue to introduce innovative designs featuring moisture-wicking fabrics, ergonomic fits, and seamless construction, which have strengthened consumer preference for this category. The rising influence of premium innerwear brands and increasing demand for multifunctional underwear are expected to support the segment’s continued market leadership and growth.

Trunks are estimated to register the fastest CAGR of 6.6% from 2026 to 2033. Trunks are gaining popularity among millennials and Generation X as they are more versatile and suitable for everyday wear including dressing up and even sportswear. Trunks are lean and shorter than boxer briefs which allow the legs and thighs to look muscular and slimmer. This factor is driving the popularity of these products among the younger generation. Trunks are the best fit for sports, water adventures, as well as everyday wear, which is projected to drive the product demand.

Price Range Insights 

Based on price range, the price < USD 10 segment led the market with the largest revenue share of 53.4% in 2025, due to its broad affordability and high purchase frequency among mass-market consumers. Value-priced underwear is widely available through supermarkets, hypermarkets, discount retailers, convenience stores, and online marketplaces, making it the preferred choice across both developed and emerging economies. The availability of multi-pack offerings, promotional discounts, and private-label brands further enhances consumer value while encouraging repeat purchases. Additionally, strong demand from price-sensitive consumers, coupled with the expansion of organized retail and e-commerce platforms, continues to support the segment's leading market position.

Fabric Insights

Based on fabric, the cotton segment led the market with the largest revenue share of 68.4% in 2025, owing to its superior comfort, breathability, softness, and skin-friendly properties. The fabric is highly preferred for everyday wear because it effectively absorbs moisture, provides adequate ventilation, and minimizes the risk of skin irritation compared to many synthetic alternatives. Increasing consumer preference for comfortable and durable innerwear, particularly in regions with warm and humid climates, continues to support demand for cotton-based products. Furthermore, the availability of cotton underwear across all price ranges, coupled with growing interest in natural and sustainable textile materials, has reinforced its strong market position. Continuous innovations such as combed cotton, organic cotton, and cotton-blend fabrics are also enhancing product performance while maintaining the comfort characteristics valued by consumers.

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Modal fabric is anticipated to register the fastest CAGR of 6.6% during the forecasted period. It is a type of rayon and second-generation regenerated cellulosic fiber which is around 50.0% more absorbent than cotton. It is the softest fabric in the segment. Shrink resistance, high wet strength, and absorbent properties of the fabric make it more durable during multiple washes and even tumble drying. Modal fabric can be easily dyed in vivid colors, making it more versatile. The softness, lightweight, and top-notch ventilation offered by the product provide a luxury feel, influencing the purchasing decision of consumers.

Regional Insights

Asia Pacific dominated the Men’s Underwear market with the largest revenue share of 42.3% in 2025. Asia Pacific accounted for the largest share of the men’s underwear market owing to its large population base, rising disposable incomes, rapid urbanization, and growing consumer spending on apparel and personal care products. The increasing influence of fashion trends, expanding middle-class population, and growing awareness regarding comfort, hygiene, and premium innerwear have significantly boosted demand across the region. Additionally, the presence of major textile manufacturing hubs, widespread retail networks, and the rapid growth of e-commerce platforms have improved product accessibility. Rising demand for branded and performance-oriented underwear among younger consumers continues to support market growth across Asia Pacific.

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China Men’s Underwear Market Trends

The Men’s Underwear market in the China held the largest share of about 32.8% in the Asia Pacific region in 2025. China's leading position in the Asia Pacific men’s underwear market is driven by its large consumer base, rising disposable income levels, and increasing preference for branded apparel products. Rapid urbanization and growing fashion consciousness among younger consumers have encouraged greater spending on premium and stylish innerwear. The country's well-established textile manufacturing industry and extensive e-commerce ecosystem have further strengthened product availability and affordability. In addition, growing awareness regarding personal hygiene, comfort, and fabric quality has increased demand for high-performance and premium underwear products, supporting continued market growth throughout the forecast period.

Europe and North America markets are majorly driven by the presence of prominent players and high demand for different fabrics, designs, and patterns. Companies are focusing more on innovation and the quality of the designs and fabrics. High preference for premium brands as well as limited editions in North America and Europe has contributed to the significant growth of the global market.

Key Companies & Market Share Insights

Companies focus on product innovations to meet the rising product demand and to set trends. Strategic initiatives such as mergers and acquisitions help key players to gain a foothold in developing economies.

• In September 2022, Jockey International Inc.’s official licensee, Page Industries Ltd expanded its retail flagship store in New Delhi, India. The two-storied store is spread across 2,500 square ft. with designated areas for men, women, and kids

• In August 2022, Tommy Hilfiger expanded its retail footprint by opening a new store in Bonn, Germany. The historical building is designed to provide the best in-store experience for its customers and features underwear and other accessories for men

• In August 2022, Calvin Klein revealed the ‘Autumn 2022’ campaign featuring the latest underwear and jeans collections. The collection is designed for everyday wear with a modern style to offer wireless comfort with a blend of recycled materials

• In April 2022, Hanes brand, Inc. launched the new ‘X-Temp Total Support Pouch’ men’s underwear with cooling fabric and breathable mesh panels with quick-drying and moisture-wicking performance

Some of the key companies in the global Men’s Underwear Market include:

• Phillips-Van Heusen Corporation

• Hanesbrands Inc.

• Jockey International Inc.

• Ralph Lauren Corporation

• Levi Strauss & Co.

• American Eagle Outfitters Inc.

• Naked Brand Group Inc.

• Perry Ellis International Inc.

• HUGO BOSS

• Berkshire Hathaway Inc. (Fruit of the Loom)

 Global Men’s Underwear Market Segmentation

This report forecasts revenue growth at the global, regional, and country levels along with provides an analysis of the latest industry trends and opportunities in each of the sub-segments from 2021 to 2033. For this study, Grand View Research has segmented the global Men’s Underwear Market report based on type, fabric, and region:

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• Price Range Outlook (Revenue, USD Million, 2021 - 2033)

  • < USD 10

  • 10 to Less than 20 USD

  • 20 to 30 USD

  • >USD 30
    

• Type Outlook (Revenue, USD Million, 2021 - 2033)

  • Briefs

  • Boxer Brief

  • Trunks

  • Boxers

  • Others

• Fabric Outlook (Revenue, USD Million, 2021 - 2033)

  • Cotton

  • Polyester

  • Modal

  • Nylon

  • Others

• Regional Outlook (Revenue, USD Million, 2021 - 2033)

  • North America

    • U.S.

  • Europe

    • Germany

    • U.K.

  • Asia Pacific

    • China

    • India

  • Central & South America

    • Brazil

  • Middle East & Africa

    • Saudi Arabia

Research Methodology

The men's underwear market figures in this report are based on a proven research process that combines executive interviews with secondary research from proprietary databases, company filings, and recognized regulatory and institutional sources. Market size is built through value-chain sizing - reconciling supply-side and demand-side estimates - and triangulated with bottom-up and top-down approaches. Every estimate passes multiple levels of expert validation before publication, with each men's underwear segment quantified using the revenue-capture definitions in the table below.

Delivered Customizations

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