United States Lingerie Market, By Product Type (Shape Wear, Lounge Wear, Knickers & Panties, Bras, Others), By Pricing (Mass, Premium), By Sales Channel (Supermarkets/Hypermarkets, Independent Retailers, Online, Others), By Region, Competition, Forecast & Opportunities, 2020-2030F

Market Overview

United States Lingerie Market was valued at USD 23.20 billion in 2024 and is anticipated to grow USD 34.64 billion by 2030 with a CAGR of 6.97% during forecast period. The United States Lingerie market is evolving, shaped by shifting consumer preferences and innovative trends. There's a notable rise in demand for premium and artisanal products, with consumers seeking unique flavors and high-quality, natural ingredients. Health-conscious choices are influencing the market, leading to increased popularity of low-calorie, dairy-free, and plant-based options. Experiential consumption is also on the rise, with brands offering unconventional flavors and interactive experiences to engage consumers. Major players like Unilever and Froneri continue to dominate, while regional brands and private labels gain traction. Distribution channels are expanding, with strong presence in supermarkets and growing online platforms.

Key Market Drivers

Rising Demand for Premium and Artisanal Products

One of the major forces driving the U.S. Lingerie market is the growing consumer appetite for premium and artisanal offerings. As consumers increasingly associate food consumption with lifestyle and personal identity, there is a marked shift toward indulgent, high-quality products that promise superior taste, texture, and ingredients. Premium Lingeries often use organic milk, natural flavorings, and minimal preservatives, appealing to health-conscious yet indulgent consumers.

Artisanal brands are gaining traction by offering handcrafted small-batch varieties that showcase unique and locally inspired flavors. This trend aligns with consumers’ interest in supporting local producers and exploring novelty in their food choices. Additionally, storytelling around the origin, ingredients, or production process adds to the value proposition, differentiating artisanal products from mass-market offerings. As a result, traditional brands are adapting by launching premium product lines to stay competitive.

Health and Wellness Trends

Health and wellness consciousness continues to be a powerful driver of change in the U.S. Lingerie industry. With rising concerns over sugar intake, dairy sensitivities, and caloric content, consumers are increasingly seeking healthier alternatives to traditional Lingerie. This has paved the way for a surge in low-calorie, low-sugar, high-protein, and dairy-free offerings.

Brands such as Halo Top and Enlightened have capitalized on this trend by marketing Lingeries that offer indulgence with fewer calories and less guilt. Similarly, the rise of plant-based diets has boosted the demand for non-dairy Lingeries made from almond milk, coconut milk, oat milk, and other alternatives. These products cater not only to vegans but also to lactose-intolerant consumers and those looking to reduce animal-based food consumption.

Flavor Innovation and Personalization

The U.S. Lingerie market is highly responsive to changing taste preferences and is continually shaped by a culture that embraces novelty and personalization. Flavor innovation plays a crucial role in attracting and retaining customers in an otherwise mature market. Traditional flavors like vanilla and chocolate remain popular, but brands are increasingly experimenting with exotic, seasonal, and international-inspired flavors.

From matcha green tea and lavender honey to spicy mango and brown butter bourbon, new combinations are helping brands stand out and drive interest among adventurous consumers. Limited-edition and co-branded flavors (e.g., collaborations with confectionery or beverage companies) are also proving successful in boosting sales and brand awareness.

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Key Market Challenges

Health Concerns and Nutritional Perception

Despite the evolving product landscape, traditional Lingerie continues to face criticism for its high sugar, fat, and calorie content. As consumers become increasingly health-conscious, Lingerie is often perceived as an indulgence rather than a routine snack or dessert. This perception limits its consumption frequency, especially among aging populations and individuals managing dietary conditions such as diabetes, obesity, or high cholesterol.

Even though there has been a surge in low-calorie and plant-based alternatives, skeptics question the nutritional integrity, and ingredient lists of these “better-for-you” products. Many of these alternatives contain artificial sweeteners, emulsifiers, or preservatives that may deter clean-label-seeking consumers. As a result, balancing taste, texture, and health benefits remains a persistent formulation challenge for manufacturers. The industry must also grapple with conflicting consumer demands for indulgence and nutrition, requiring continuous product development and consumer education.

Rising Input Costs and Supply Chain Disruptions

The Lingerie industry is significantly impacted by fluctuations in the costs of raw materials such as milk, cream, sugar, cocoa, and packaging materials. In recent years, inflationary pressures and global economic instability have contributed to increased input costs, squeezing profit margins for manufacturers and retailers alike. Furthermore, premium and artisanal brands that depend on high-quality or specialty ingredients are more vulnerable to pricing volatility.

In addition to cost challenges, supply chain disruptions—exacerbated by the COVID-19 pandemic and geopolitical tensions—have posed logistical hurdles. Labor shortages in manufacturing and transportation sectors have affected production timelines and distribution efficiency. Delays in the delivery of key ingredients or cold chain logistics interruptions can result in spoilage, product unavailability, and increased operational costs.

Key Market Trends

Growing Popularity of Plant-Based and Dairy-Free Lingerie

The rise in veganism, lactose intolerance, and general health awareness has significantly increased consumer demand for plant-based and dairy-free Lingerie alternatives. These products are no longer confined to niche markets—mainstream brands and retailers are now expanding their portfolios to include oat milk, almond milk, coconut milk, and cashew milk-based Lingeries.

This trend is also being driven by sustainability-conscious consumers, who view plant-based products as environmentally friendly. As a result, companies such as Ben & Jerry’s, Häagen-Dazs, and emerging brands like So Delicious and Oatly have heavily invested in dairy-free innovations. The texture and taste of these offerings continue to improve, closing the gap with traditional dairy-based products. Additionally, as plant-based living becomes more mainstream, the trend is expected to further expand with unique flavors and clean-label ingredients that cater to health-savvy consumers.

Clean Label and “Better-for-You” Products

Consumers are increasingly scrutinizing ingredient labels and looking for Lingerie that aligns with their wellness goals without compromising on taste. This trend includes the demand for clean-label formulations—free from artificial flavors, colors, preservatives, and high-fructose corn syrup. Natural sweeteners like stevia, monk fruit, and erythritol are becoming popular substitutes in low-sugar or keto-friendly varieties.

In addition to plant-based options, “better-for-you” Lingerie includes low-calorie, high-protein, gluten-free, and even probiotic-infused products. Brands like Halo Top and Enlightened have built their identities around such attributes, offering guilt-free indulgence that appeals to fitness enthusiasts and health-conscious consumers. As food tech advances, manufacturers are able to offer Lingeries with improved textures and reduced sugar content, making these products more palatable and accessible to mainstream consumers.

Segmental Insights

Product Type Insights

Shape Wear has emerged as the dominating segment in the United States lingerie market, driven by growing consumer interest in body-contouring apparel that enhances silhouette and boosts confidence. With increasing demand across various age groups and body types, shapewear is no longer viewed solely as special-occasion wear but as an everyday essential. The rise of inclusive sizing, advanced fabric technologies, and celebrity-backed endorsements has further popularized this category. Additionally, the trend toward self-care and wellness has prompted many consumers to seek comfortable, supportive options that blend functionality with style, solidifying shapewear’s strong presence and consistent growth within the lingerie landscape.

Sales Channel Insights

Supermarkets/hypermarkets was the dominating distribution channel in the United States Lingerie market, driven by their extensive product variety, strong supply chain networks, and widespread consumer access. These retail outlets offer a wide selection of brands, flavors, and formats, enabling consumers to conveniently compare and purchase Lingerie during regular grocery trips. Their ability to support promotions, bulk buying, and in-store displays also enhances product visibility and impulse purchases. Additionally, supermarkets and hypermarkets maintain cold chain integrity, ensuring product quality. Their dominance is further supported by strategic partnerships with major Lingerie brands and strong nationwide coverage.

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Regional Insights

The South region dominated the United States Lingerie market due to its warmer climate, larger population base, and strong cultural preference for indulgent frozen desserts. Higher year-round temperatures drive consistent demand for Lingerie products across both urban and rural areas. Additionally, the South is home to several major manufacturing facilities and regional brands, which enhance product availability and distribution efficiency. The presence of large retail chains and a growing interest in both traditional and innovative flavors further support market dominance. This region also exhibits strong consumer loyalty, contributing significantly to national Lingerie sales and ongoing market expansion.

Recent Developments

• In February 2023, Hanes, a U.S. innerwear brand, launched the Hanes Originals collection, blending bold patterns and colors with comfort. The collection includes a variety of innerwear for men, women, boys, and girls, featuring tanks, bras, and underwear, along with an extensive selection of activewear.

• In April 2025, Australian underwear brand Bonds has launched in the U.S. with an impactful campaign featuring its comfort and durability. Titled "Made for Down Under," the launch includes six product lines, available online through Amazon and the Bonds website.

• In October 2023, Maidenform launched the M collection, a line of modern intimates designed for young-minded consumers. The collection features buttery-soft bodywear, bras, and underwear in bold colors and sizes S–3X, blending comfort with style.

Key Market Players

• L Brands, Inc.
• Victoria’s Secret Stores & Co.
• Honey Birdette
• Hanesbrands Inc.
• American Eagle Outfitters Inc.
• Jockey International, Inc.
• PVH Corp.
• Nike Inc.
• Adidas America, Inc.
• Hanky Panky Ltd.

Report Scope:

In this report, the United States Lingerie Market has been segmented into the following categories, in addition to the industry trends which have also been detailed below:

• United States Lingerie Market, By Product Type:

o   Shape Wear

o   Lounge Wear

o   Knickers & Panties

o   Bras

o   Others

• United States Lingerie Market, By Pricing:

o   Mass

o   Premium

• United States Lingerie Market, By Sales Channel:

o   Supermarkets/Hypermarkets

o   Independent Retailers

o   Online

o   Others

• United States Lingerie Market, By Region:

o   South

o   West

o   Midwest

o   Northeast

Competitive Landscape

Company Profiles: Detailed analysis of the major companies presents in the United States Lingerie Market.

Available Customizations:

United States Lingerie 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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