North America Thermal Underwear Market, By Product Type (Tops, Bottom, Sets), By Material Type (Cotton, Synthetic, Wool, Others), By End User (Men, Women), By Distribution Channel (Supermarket & Hypermarket, Specialty Stores, Online, Others), By Country, Competition, Forecast & Opportunities, 2020-2030F

Market Overview

The North America Thermal Underwear market was valued at USD 2.54 billion in 2024 and is expected to grow to USD 3.67 billion by 2030 with a CAGR of 4.02%. The North America Thermal Underwear market is primarily driven by the increasing demand for outdoor activities and sports, especially during colder months. As outdoor enthusiasts engage in activities like skiing, hiking, and camping, the need for high-performance thermal wear that provides warmth and comfort has surged. As a part of this, according to a recent study, as of 2023, more than 61 million people in the United States participated in hiking activities. Also, the region’s cold climate, particularly in northern states and Canada, further drives the demand for thermal underwear. Technological advancements in fabric and insulation, such as moisture-wicking and heat-retaining materials, have made thermal wear more efficient and comfortable, appealing to a broader consumer base. The growing focus on health and wellness, coupled with the rising awareness of the importance of layering for warmth, also contributes to the market’s growth. Also, fashion-conscious consumers are increasingly seeking stylish yet functional thermal clothing.

Key Market Drivers

Rising Outdoor Activities During Winter

​The North American thermal underwear market is experiencing significant growth, driven by the rising participation in outdoor activities during the winter months. As a part of this, according to the Bureau of Economic Analysis, as of 2023, conventional outdoor recreation made up 31.4 percent of the value added to outdoor recreation in the United States in 2023, up from 32.7 percent in 2022.As colder temperatures prevail across the region, individuals are increasingly engaging in winter sports such as skiing, snowboarding, and hiking. This surge in outdoor recreational pursuits has heightened the demand for specialized apparel that offers warmth, comfort, and flexibility. Thermal underwear, designed to provide insulation without adding bulk, has become an essential component of winter gear for outdoor enthusiasts. The combination of colder climates and a growing outdoor lifestyle has made thermal underwear a staple for individuals seeking to enjoy outdoor activities while maintaining optimal body temperature. This trend underscores the importance of functional and performance-oriented clothing in enhancing the outdoor experience during winter.

Advancements in Fabric Technology

Advancements in fabric technology are a key driver of the North America thermal underwear market. Manufacturers are continuously innovating to create high-performance materials that enhance the warmth, comfort, and durability of thermal wear. Modern thermal underwear now incorporates moisture-wicking fabrics that draw sweat away from the body, keeping the wearer dry and comfortable during physical activities. Also, advanced insulation technologies, such as microfleece and merino wool blends, provide superior heat retention while remaining lightweight and breathable. The integration of odor-resistant and anti-microbial treatments further improves the overall comfort and freshness of the garments. These technological improvements allow thermal underwear to better regulate body temperature, ensuring that wearers stay warm without feeling overheated. As a result, consumers are increasingly choosing these technologically advanced products for outdoor activities and everyday wear in colder climates.

E-Commerce Growth

​ E-commerce growth is a significant driver of the North America thermal underwear market, as it reshapes the way consumers shop for winter apparel. As a part of this, according to a recent study, as of 2025, U.S. eCommerce sales reached USD 1.19 trillion in 2024. The sales will hit USD 1.29 trillion in 2025 growing at a CAGR of 8.9 percent. The convenience of online shopping allows consumers to easily browse a wide variety of thermal underwear options, compare prices, and read reviews, all from the comfort of their homes. This shift to digital platforms has expanded the market’s reach, enabling consumers from diverse locations and demographics to access thermal wear tailored to their specific needs. E-commerce also provides an opportunity for brands to introduce exclusive collections and promotions, further enhancing consumer engagement. The ability to purchase thermal underwear directly from brands, along with the rise of subscription-based models, has made it easier for consumers to find high-quality, functional thermal wear. As online shopping continues to grow, it plays a crucial role in driving the market's expansion.

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Key Market Challenges

 Fluctuating Prices of Raw Material

Fluctuating prices of raw materials pose a significant challenge to the North America thermal underwear market. The production of thermal underwear heavily depends on specialized materials such as synthetic fabrics, wool, and other insulating materials. Variability in the cost of these raw materials, influenced by factors like supply chain disruptions, natural disasters, and geopolitical tensions, can lead to higher production costs for manufacturers. As a result, these companies may face challenges in maintaining profitability or may pass on increased costs to consumers, which could affect demand. Also, price volatility complicates long-term forecasting and inventory management, making it difficult for brands to set stable prices and plan their product launches effectively. This uncertainty in raw material pricing can also limit the ability of smaller brands to compete, further consolidating the market around larger players who can absorb cost fluctuations more efficiently.

Intense Market Competition

​Intense market competition is a significant challenge in the North America thermal underwear market. The market is saturated with numerous well-established brands that have strong customer loyalty and extensive distribution networks, making it difficult for new entrants to gain a foothold. Leading brands often offer a wide variety of products, including advanced fabrics and innovative designs, which intensifies competition and raises the bar for quality. Also, price competition is fierce, with many companies offering budget-friendly options to appeal to a broader consumer base. This creates pressure on manufacturers to balance quality, innovation, and cost-efficiency. Smaller brands or new entrants may struggle to differentiate themselves, especially if they lack the resources to invest in marketing or product development. As a result, competition in the thermal underwear market can lead to thinner profit margins and the challenge of maintaining market share.

Key Market Trends

Rising Demand for Sustainable & Eco-Friendly Material

The North America thermal underwear market is witnessing a surge in demand for sustainable and eco-friendly materials. As consumers become more environmentally conscious, they are increasingly seeking thermal wear made from recycled fibers, organic cotton, and other sustainable materials. Brands are responding by adopting eco-friendly production processes and offering products that minimize environmental impact. Also, innovations in sustainable fabric technologies are enhancing the functionality of thermal underwear, improving insulation and breathability while using fewer resources. This trend aligns with a broader shift towards sustainability in the fashion and apparel industry, reflecting a growing preference for ethically produced and environmentally friendly products. As a result, thermal underwear brands embracing these eco-friendly practices are gaining a competitive edge, catering to the values of environmentally conscious consumers while meeting their performance and comfort needs.

Customization & Personalization

Customization and personalization are emerging as significant trends in the North America thermal underwear market. Consumers are increasingly looking for products tailored to their specific needs, such as custom sizing, unique fits, or designs that cater to activities or climates. Brands are responding by offering more flexible options, allowing consumers to personalize their thermal wear based on factors like color, fabric type, and insulation level. This trend is also extending to niche markets, such as performance-based wear for athletes or specific designs for outdoor adventurers. By integrating customization, brands are creating more personalized customer experiences, fostering brand loyalty, and differentiating themselves in a competitive market. The growing demand for personalized products reflects broader shifts toward consumer empowerment and individual choice, driving growth in the thermal underwear sector. This shift is also supported by advances in manufacturing technologies and on-demand production capabilities.

Trendy Designs and Stylish Fits

​​The North American thermal underwear market is experiencing a notable shift towards fashion-forward designs, blending functionality with aesthetics to cater to the evolving preferences of consumers. Brands are increasingly offering thermal wear that not only provides warmth but also aligns with contemporary fashion trends. This includes the use of vibrant colors, sleek silhouettes, and modern cuts that appeal to style-conscious individuals. For instance, textured cable-knit patterns and minimalist monochrome ensembles are gaining popularity, offering both comfort and visual appeal. Also, the integration of playful prints and patterns, such as animal motifs and Fair Isle designs, injects personality into thermal wear, making it suitable for both outdoor activities and casual outings. This fusion of style and performance is particularly evident among younger demographics, who seek thermal underwear that complements their active lifestyles without compromising on fashion. As a result, brands that innovate in design and material technology are gaining traction, meeting the demand for thermal wear that is both functional and stylish.

Segmental Insights

Product Type Insights

Bottom dominated the North America Thermal Underwear market due to their essential role in providing warmth and comfort, particularly during cold weather. Thermal bottoms offer a versatile solution for layering under outerwear, making them popular among consumers for activities like skiing, hiking, and everyday winter wear. The growing demand for functional and fashionable pieces has led to the popularity of thermal leggings, tights, and long johns, which offer a sleek, comfortable fit without sacrificing insulation. Also, the increasing focus on outdoor recreation, where lower-body warmth is a priority, has further boosted the demand for thermal bottoms. Their ability to be worn under a wide range of clothing, coupled with their versatility in different weather conditions, ensures that bottoms remain a key segment of the market.

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Country Insights

United States dominated the North America Thermal Underwear market, due to its large consumer base, diverse climate conditions, and strong outdoor recreation culture. The demand for thermal wear is particularly high in colder regions, where winter sports and outdoor activities like skiing, snowboarding, and hiking are prevalent. Also, the growing trend of athleisure and the increasing focus on functional fashion have driven consumer interest in stylish yet practical thermal wear. Also, Canada held a significant share driven by its long, harsh winters and a strong demand for outdoor gear. With extreme cold temperatures across much of the country, Canadians rely heavily on thermal underwear for warmth and comfort during outdoor activities such as skiing, snowmobiling, and ice fishing.

Recent Developments

• In March 2024, Thermajohn and Thermajane, leading providers of high-quality thermal underwear for men, women, boys, and girls, both owned by 1836 Total Commerce, announced their recent certification by the Global Recycled Standard (GRS). This certification highlights the brands' commitment to sustainability and environmental responsibility.
• In February 2023, Intradeco Holdings, a global vertical manufacturing company providing high-quality casual clothing and thermal underwear to major retailers in the U.S., Mexico, and Canada, is acquiring Indera Mills, a leading supplier of thermal underwear and the manufacturer of top brands Coldpruf and Indera.

Key Market Players

• Adidas America, Inc.
• Puma North America, Inc
• Hot Chillys
• Thermajohn
• Heat Holders
• Columbia Sportswear Company
• Perfect Moment Ltd
• Decathlon
• Hanesbrands Inc
• Marks and Spencer Reliance India Private Limited

Report Scope:

In this report, the North America Thermal Underwear Market has been segmented into the following categories, in addition to the industry trends which have also been detailed below:

•   North America Thermal Underwear Market, By Product Type:

o   Tops

o   Bottom

o   Sets

• North America Thermal Underwear Market, By Material Type:

o   Cotton

o   Synthetic

o   Wool

o   Others

• North America Thermal Underwear Market, By End User:

o   Men

o   Women

• North America Thermal Underwear Market, By Distribution Channel:

o   Supermarket & Hypermarket

o   Specialty Stores

o   Online

o   Others

• North America Thermal Underwear Market, By Country:

o   United States

o   Canada

o    Mexico

Competitive Landscape

Company Profiles: Detailed analysis of the major companies presents in the North America Thermal Underwear Market.

Available Customizations:

North America Thermal 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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