Knitted Underwear Market – Global Industry Size, Share, Trends, Opportunity, and Forecast, Segmented By Product Type (Boxers, Briefs, Thongs, Boyshorts, Performance Underwear), By Material (Cotton, Modal, Bamboo Fiber, Wool, Blends ), By Age Group (Children (0-12 years), Teenagers (13-19 years), Adults (20-40 years), Middle-aged (41-60 years), Seniors), By Region & Competition, 2020-2030F

Market Overview

The Global knitted underwear market was valued at USD 25.43 Billion in 2024 and is expected to reach USD 33.69 Billion by 2030 with a CAGR of 4.8% during the forecast period. The global knitted underwear market is experiencing steady growth, driven by increasing demand for comfortable, breathable, and sustainable innerwear. Key factors fueling this growth include rising awareness of personal hygiene, evolving fashion trends, and the growing preference for eco-friendly materials such as organic cotton, bamboo fiber, and modal blends. 

Market Drivers

Rising Demand for Comfort and Functional Activewear

The global knitted underwear market is experiencing significant growth due to increasing consumer preference for comfort and functionality in everyday apparel. With changing lifestyles and a greater emphasis on health and fitness, consumers are seeking underwear that offers superior breathability, moisture-wicking properties, and flexibility. Knitted underwear, particularly those made from advanced materials like modal, bamboo fiber, and performance blends, provides enhanced comfort and support, making it ideal for both daily wear and athletic activities. The growing popularity of athleisure trends has further fueled demand, as consumers prioritize seamless, lightweight, and non-restrictive undergarments that complement their active routines. Additionally, innovations in fabric technology, such as antimicrobial and temperature-regulating properties, are attracting health-conscious buyers, thereby driving market expansion.

Increasing Awareness of Sustainable and Eco-Friendly Materials

Sustainability has become a major purchasing criterion for modern consumers, significantly influencing the knitted underwear market. There is a rising demand for eco-friendly materials such as organic cotton, bamboo fiber, and recycled fabrics due to growing environmental concerns and stricter regulations on textile production. Brands are increasingly adopting sustainable manufacturing practices, including water-efficient dyeing processes and biodegradable packaging, to appeal to environmentally conscious buyers. Furthermore, certifications like OEKO-TEX and GOTS (Global Organic Textile Standard) are gaining prominence, assuring consumers of product safety and ethical sourcing. The shift toward slow fashion and durable, long-lasting undergarments is also reducing waste and encouraging the adoption of high-quality knitted underwear. As sustainability continues to shape consumer preferences, brands investing in green initiatives are likely to gain a competitive edge in the market.

Expanding E-Commerce and Digital Influence on Consumer Purchasing Behavior

The rapid growth of e-commerce and digital marketing has revolutionized the way consumers shop for knitted underwear. Online platforms offer a convenient and discreet shopping experience, along with a wider variety of styles, sizes, and materials compared to traditional retail stores. Social media and influencer marketing have played a crucial role in boosting brand visibility, with platforms like Instagram and TikTok driving trends in intimate wear. Subscription-based models and personalized recommendations powered by AI are further enhancing customer engagement and retention. Additionally, the rise of direct-to-consumer (D2C) brands has intensified competition, pushing established players to innovate in design, affordability, and customer experience. As internet penetration and smartphone usage increase globally, online sales channels are expected to remain a dominant force in the knitted underwear market’s growth trajectory.

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Key Market Challenges

Rising Raw Material Costs and Supply Chain Disruptions

One of the primary challenges facing the knitted underwear market is the volatility in raw material prices, particularly for natural fibers like cotton, bamboo, and wool. Fluctuations in agricultural yields, climate change impacts, and geopolitical tensions (such as trade restrictions) have led to supply chain bottlenecks, increasing production costs. Synthetic materials, such as polyester blends, are also affected by petroleum price shifts. Additionally, the demand for sustainable fabrics like organic cotton and bamboo has surged, but limited supply and higher processing costs make them more expensive than conventional alternatives. These factors squeeze profit margins for manufacturers, who must either absorb the costs or pass them on to consumers, potentially reducing demand in price-sensitive markets.

Intense Competition and Brand Differentiation

The knitted underwear market is highly competitive, with numerous global and local brands vying for consumer attention. Established players like Calvin Klein, Hanes, and Jockey dominate with strong brand loyalty, while emerging brands leverage direct-to-consumer (DTC) models and digital marketing to gain market share. This saturation makes it difficult for new entrants to differentiate themselves unless they offer unique value propositions, such as innovative designs, superior comfort, or sustainability credentials. Additionally, fast-fashion brands like H&M and Zara offer low-cost alternatives, pressuring premium brands to justify higher prices. Companies must invest heavily in R&D, branding, and customer engagement to maintain relevance, which can be financially straining, especially for smaller manufacturers.

Sustainability and Ethical Compliance Pressures

As consumers become more environmentally conscious, brands face increasing pressure to adopt sustainable practices across their supply chains. This includes using eco-friendly materials, reducing water and energy consumption in production, and ensuring ethical labor practices. However, transitioning to sustainable manufacturing is costly and complex, requiring certifications (like GOTS for organic cotton or OEKO-TEX for safe textiles) that involve rigorous audits. Additionally, greenwashing accusations pose reputational risks if brands fail to meet their sustainability claims. Regulatory bodies in regions like the EU and North America are also tightening textile waste and recycling laws, forcing companies to invest in circular economy initiatives. Balancing sustainability with affordability remains a key challenge, as eco-friendly underwear often comes at a premium, limiting its appeal in cost-driven markets.

Key Market Trends

Technological Advancements in Smart and Performance Fabrics

The knitted underwear market is witnessing rapid advancements in smart textiles and performance-enhancing fabrics. Innovations such as moisture-wicking, temperature regulation, and odor-resistant properties are becoming standard, particularly in performance-oriented underwear for athletes and active consumers. Beyond basic functionality, companies are integrating cutting-edge technologies like embedded sensors for health monitoring, compression fabrics for muscle support, and phase-change materials (PCMs) that adapt to body heat. Some brands are even experimenting with antibacterial silver-infused yarns and UV-protective fabrics to enhance hygiene and skin protection. As wearable technology continues to evolve, the intersection of fashion and function in knitted underwear is expected to attract tech-savvy consumers, further driving market differentiation and premium product offerings.

Rise of Customization and Personalization

Personalization is emerging as a key trend in the knitted underwear market, with consumers seeking tailored fits, colors, and designs that reflect their individual preferences. Brands are leveraging digital tools such as 3D body scanning, AI-driven sizing recommendations, and made-to-order manufacturing to offer bespoke underwear solutions. Subscription services that allow customers to select fabrics, cuts, and patterns based on their lifestyle needs are also gaining traction. Additionally, some companies are introducing monogramming and limited-edition prints to enhance exclusivity. This trend aligns with the broader shift toward consumer-centric retail experiences, where personalization fosters brand loyalty and reduces return rates due to sizing issues. As customization technologies become more accessible, the demand for personalized knitted underwear is expected to rise, particularly among younger consumers who value uniqueness and self-expression.

Expansion of Direct-to-Consumer (D2C) and Niche Brands

The knitted underwear market is experiencing a surge in direct-to-consumer (D2C) brands that bypass traditional retail channels to sell exclusively online. These digitally native brands leverage social media marketing, influencer collaborations, and data-driven customer insights to build strong, community-driven identities. Unlike conventional retailers, D2C brands often focus on niche segments—such as sustainable underwear, plus-size options, or luxury loungewear—allowing them to cater to underserved markets. Many of these brands emphasize transparency in sourcing, ethical production, and customer engagement, which resonates with socially conscious buyers. Furthermore, the agility of D2C companies enables rapid product innovation and responsive supply chains, giving them a competitive edge over legacy brands. As e-commerce continues to dominate apparel sales, the influence of D2C and niche players in the knitted underwear market is expected to expand, reshaping industry dynamics and consumer expectations.

Segmental Insights

Product Type Insights

The knitted underwear market is categorized into boxers, briefs, thongs, boyshorts, and performance underwear, each serving different functional and fashion needs. Boxers are loose-fitting and preferred for casual comfort, particularly among men. They dominate a significant share due to their widespread acceptance in everyday wear. Briefs offer a snug fit and are popular for their support and versatility, appealing to both men and women. Thongs are favored in the women’s segment for their minimalistic design, eliminating visible panty lines under fitted clothing. Boyshorts provide full coverage with a stylish, feminine appeal, gaining traction among younger demographics. Performance Underwear, designed with moisture-wicking and antimicrobial fabrics, is increasingly adopted by athletes and fitness enthusiasts. Briefs hold the largest market share due to their universal appeal, comfort, and functionality. They are a staple in both men’s and women’s underwear collections, supported by consistent demand across age groups. Major brands continuously innovate in this segment with seamless designs, enhanced breathability, and stretch fabrics, reinforcing their dominance. The performance underwear segment is expanding rapidly, driven by the rising health and fitness trends. Consumers are increasingly opting for technical fabrics like polyester-spandex blends that offer sweat absorption, odor resistance, and muscle support. The growth of athleisure fashion and increasing participation in sports further accelerate demand, making this the fastest-growing category.

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Regional Insights

North America dominated the global knitted underwear market, driven by high consumer spending power, strong brand presence, and a growing preference for premium and functional intimate wear. The U.S. is the largest contributor, with consumers increasingly prioritizing comfort, sustainability, and performance-oriented designs. Established brands like Calvin Klein, Hanes, and newer direct-to-consumer (DTC) players such as MeUndies and Tommy John are fuelling demand through innovations in fabric technology and inclusive marketing. The region also leads in adopting smart and eco-friendly underwear, with a surge in demand for organic cotton, bamboo fibre, and recycled materials. Additionally, the rise of e-commerce and subscription-based models has further solidified North America’s position as the most mature and lucrative market for knitted underwear.

Recent Developments

• In 2024, PT Ricky Putra Globalindo (RPG), the parent company of GT Man, launched a new line of seamless men's underwear utilizing Indonesia's first advanced seamless knitting machine. This Italian-imported technology enables RPG to reduce production time by up to 50%, offering high-quality products at more affordable prices, thereby enhancing comfort and design standards in the Indonesian market. ​
• In December 2024, UK-based lingerie brand Nudea announced a partnership with Etam Groupe to develop an innovative, sustainable collection. This collaboration aims to meet the growing consumer demand for eco-responsible fabrics and reflects a broader industry shift towards sustainability and circular fashion practices. ​
• In 2024, in a strategic move to strengthen its position in the knitwear sector, Hanesbrands acquired a leading sustainable apparel company. This acquisition aligns with Hanesbrands' commitment to sustainability and is expected to enhance its product offerings.
•  In 2025, Xiwei Undies emphasized the integration of smart textiles, seamless knitting, and eco-friendly materials in modern underwear design. These technological advancements aim to provide high comfort and functionality, catering to individual needs while supporting environmental sustainability. 

Key Market Players

• HanesBrands Inc.
• adidas AG
• Macy’s Inc.
• PVH Corp.
• Jockey International, Inc.
• Giorgio Armani S.p.A.
• ExOfficio LLC
• Fruit of the Loom, Inc.
• Rupa & Company Limited
• Wolford AG.

Report Scope:

In this report, the global knitted underwear market has been segmented into the following categories, in addition to the industry trends which have also been detailed below:

·          Knitted Underwear Market, By Product Type:

o   Boxers

o   Briefs

o   Thongs

o   Boyshorts

o   Performance Underwear

·         Knitted Underwear Market, By Material:

o   Cotton

o   Modal

o   Bamboo Fiber

o   Wool

o   Blends 

·         Knitted Underwear Market, By Age Group:

o   Children (0-12 years)

o   Teenagers (13-19 years)

o   Adults (20-40 years)

o   Middle-aged (41-60 years)

o   Seniors

·         Knitted Underwear Market, By Region:

o   North America

§  United States

§  Canada

§  Mexico

o   Europe

§  France

§  Germany

§  Spain

§  Italy

§  United Kingdom

o   Asia-Pacific

§  China

§  Japan

§  India

§  Vietnam

§  South Korea

o   Middle East & Africa

§  South Africa

§  Saudi Arabia

§  UAE

§  Turkey

§  Kuwait

§  Egypt

o   South America

§  Brazil

§  Argentina

§  Colombia

Competitive Landscape

Company Profiles: Detailed analysis of the major companies presents in the global knitted underwear market.

Available Customizations:

Global Knitted Underwear market report with the given market data, TechSci Research offers customizations according to a company's specific needs. The following customization options are available for the report:

Company Information

·         Detailed analysis and profiling of additional market players (up to five).

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