Men's Underwear - Market Share Analysis, Industry Trends & Statistics, Growth Forecasts (2026-2031)

The men's underwear market size is projected to expand from USD 9.82 billion in 2025 and USD 10.31 billion in 2026 to USD 13.10 billion by 2031, registering a CAGR of 4.92% between 2026 and 2031. This report is Segmented by Product Type (Boxers, Briefs, Trunks, and More), Fabric Type (Cotton, Synthetic, and More), Price Range (Mass, Premium), Distribution Channel (Supermarkets/Hypermarkets, Specialty Stores, Online Retail Stores, Others), and Geography (North America, Europe, Asia-Pacific, South America, Middle East and Africa). The Market Forecasts are Provided in Terms of Value (USD).

Global Men's Underwear Market Trends and Insights

Premiumization and functional performance demand

Consumers are increasingly shifting toward engineered fabrics that offer moisture management, odor control, and enhanced durability, driving higher average selling prices and improved margin profiles for manufacturers. Materials such as Tactel, Micro Modal, and bamboo-derived viscose have become standard in the premium segment, reflecting the growing demand for performance-oriented products, while SAXX’s BallPark Pouch illustrates ergonomic innovation. Academic trials confirm that advanced technologies, including silver-decorated boron nitride nanoparticles and plant-based antimicrobial agents like eucalyptus oil and hop extract, effectively inhibit bacterial growth on textile surfaces. These innovations not only extend wear cycles but also reduce the frequency of laundry, aligning with consumer preferences for convenience and sustainability. This trend is particularly prominent in North America and Western Europe, where consumers are willing to pay premiums for enhanced performance features. Additionally, urban markets in the Asia-Pacific region are witnessing similar growth as rising middle-class incomes and expanding brand awareness drive demand for premium and functional fabrics.

Acceleration of e-commerce and D2C channel expansion

Digital channels are reshaping distribution economics in the men's underwear market by eliminating intermediary markups and enabling hyper-targeted customer acquisition. Direct-to-consumer platforms such as Mack Weldon and MeUndies have gained significant traction by offering subscription models that ensure recurring revenue and customer loyalty. The growing preference for premium and performance-based underwear, featuring moisture-wicking, odor control, and enhanced comfort, is further driving demand in this segment. Social commerce, fueled by platforms like Instagram and TikTok, is accelerating e-commerce conversions by seamlessly integrating product discovery and purchase. Investors are increasingly favoring omnichannel strategies, highlighting confidence in brands that combine digital-first marketing with selective physical retail presence. Meanwhile, the rapid growth in smartphone penetration in markets such as India, where 85.5% of households owned at least one smartphone in 2025, has significantly enhanced access to digital commerce, according to the Ministry of Statistics & Programme Implementation . This advancement enables premium men’s underwear brands to target urban consumers in tier-1 cities like Shanghai, Mumbai, and Seoul. Furthermore, the development of mature mobile payment systems and improved last-mile logistics has streamlined the purchasing process for higher-value innerwear, thereby driving premiumization trends. These structural factors are propelling the global men’s underwear market toward branded, high-quality segments, with the Asia-Pacific region emerging as a critical growth driver.

Aggressive price competition impacting profitability

The mass-market segment is facing significant challenges amid mounting margin pressures from retailers' private-label products, which are increasingly undercutting branded alternatives. This trend is particularly evident in North America and Europe, where heightened consumer price sensitivity forces established players to adopt aggressive pricing strategies to maintain market share. In Asia-Pacific and Latin America, the situation is further aggravated by the proliferation of low-cost offerings from local manufacturers, which dilute brand premiums and push incumbents toward steep discounting. The rapid expansion of e-commerce, including ultra-low-cost platforms (e.g., Temu, Shein), is disrupting traditional pricing models globally, forcing local manufacturers to rely on heavy discounting and enabling smaller players to gain traction. As a result, companies are exploring cost optimization strategies, product differentiation, and value-added offerings to sustain profitability in this highly competitive landscape.

Other drivers and restraints analyzed in the detailed report include:

• Rising adoption of athleisure-inspired innerwear
• Innovation in antimicrobial and sustainable fabrics
• Volatility in raw material costs

For complete list of drivers and restraints, kindly check the Table Of Contents.

Segment Analysis

Boxers commanded 50.15% of global revenue in 2025, reflecting entrenched consumer habits among older cohorts who prioritize loose fits and breathable cotton construction. Despite the emergence of new trends, boxers continue to anchor the men’s underwear category, catering to a diverse range of consumer preferences. Trunks, however, are expanding at a 5.02% CAGR through 2031, driven by millennials and Gen Z consumers who prefer hybrid designs that offer athletic support and everyday versatility. Products such as SAXX’s BallPark Pouch and Under Armour’s Boxerjock Ballbag typify comfort-plus-performance propositions. Features like seamless construction and ergonomic paneling, which minimize chafing, are particularly popular in regions such as North America, Europe, and Australia, where fitness culture is prominent.

Briefs continue to maintain a loyal customer base, especially in professional and formal-wear settings where slim-fit trousers require low-profile waistbands. However, their market share is gradually declining as the rise of athleisure blurs traditional dress codes. The "Others" category, which includes boxer briefs, jockstraps, and specialty designs, caters to niche segments such as athletic and medical applications. Growth in this category is fueled by performance innovations and inclusive sizing initiatives that address the needs of previously underserved body types.

Cotton maintained its dominance in the men’s underwear market, capturing 63.78% of market share in 2025, anchored by its breathability, hypoallergenic properties, and cultural familiarity. This enduring leadership stems from cotton's heritage appeal. Cotton's soft touch and breathability have anchored its popularity, especially in warmer climates where moisture-wicking is less crucial. Additionally, the availability of organic and sustainably sourced cotton has further strengthened its position, appealing to environmentally conscious consumers. Cotton remains the go-to fabric for comfort enthusiasts, solidifying its foundational role in the men's underwear sector. Furthermore, the affordability and widespread availability of cotton products have made them accessible to a broad consumer base, ensuring their continued relevance in both developed and emerging markets.

Synthetic fabrics are set for significant growth, with projections of a 5.43% CAGR through 2031, driven by performance attributes and cost advantages. Polyamide-elastane composites deliver 10-fold abrasion resistance compared to cotton, alongside superior moisture-wicking and shape retention, making them ideal for hybrid athletic-casual use cases. Common blends such as 90% polyamide, 10% elastane balance stretch and recovery, while antimicrobial finishes extend wear cycles and reduce laundry frequency. The "Others" category encompasses bamboo-derived viscose, modal, and lyocell, which offer biodegradability and lower water footprints than conventional cotton, yet remain premium-priced due to limited production scale. Brands are hedging by diversifying fiber portfolios and investing in closed-loop recycling infrastructure to mitigate input volatility.

Complete Report Scope:

• By Product Type
  • Boxers
  • Briefs
  • Trunks
  • Others
• By Fabric Type
  • Cotton
  • Synthetic
  • Others
• By Price Range
  • Mass
  • Premium
• By Distribution Channel
  • Supermarkets/Hypermarkets
  • Specialty Stores
  • Online Retail Stores
  • Other Channels
• By Geography
  • North America
    • United States
    • Canada
    • Mexico
    • Rest of North America
  • Europe
    • Germany
    • United Kingdom
    • Italy
    • France
    • Spain
    • Netherlands
    • Poland
    • Belgium
    • Sweden
    • Rest of Europe
  • Asia-Pacific
    • China
    • India
    • Japan
    • Australia
    • Indonesia
    • South Korea
    • Thailand
    • Singapore
    • Rest of Asia-Pacific
  • South America
    • Brazil
    • Argentina
    • Colombia
    • Chile
    • Peru
    • Rest of South America
  • Middle East and Africa
    • South Africa
    • Saudi Arabia
    • United Arab Emirates
    • Nigeria
    • Egypt
    • Morocco
    • Turkey
    • Rest of Middle East and Africa

Geography Analysis

Asia-Pacific accounted for 53.85% of global revenue in 2025, driven by its large population, rising disposable incomes, and the expanding middle class in countries like India, China, and Southeast Asia. Despite a decline in India's cotton output in 2024-2025 due to erratic monsoons, global yarn prices trended lower as Chinese demand softened. This created cross-fiber arbitrage opportunities, complicating procurement strategies. Urban centers in Asia-Pacific are becoming key markets for premium and athleisure-inspired innerwear, fueled by the growing fitness culture and consumer preference for functional benefits over traditional loose-fit boxers. Indonesia, Thailand, and Singapore are witnessing similar trends, with Gen Z and millennial consumers driving demand for moisture-wicking synthetics and seamless construction. Meanwhile, Japan and Australia, as mature markets, exhibit strong brand loyalty, but sustainability-focused messaging is creating opportunities for eco-certified brands.

Europe is projected to grow at a CAGR of 5.18% through 2031, the fastest among all regions, driven by stringent sustainability regulations and the ban on destroying unsold textiles. Germany, the United Kingdom, France, and Italy are leading the premiumization trend, with consumers willing to pay a premium for performance fabrics and traceable supply chains. For instance, PVH Corp transitioned Calvin Klein men's underwear packaging from plastic to paper globally. Countries like Spain, the Netherlands, Poland, Belgium, and Sweden are following similar trends, with specialty stores and online retail channels gaining market share from hypermarkets. However, compliance costs are disproportionately impacting smaller players, accelerating market consolidation.

North America, comprising the United States, Canada, and Mexico, remains a high-value market where celebrity endorsements and direct-to-consumer models are thriving. In South America, led by Brazil, Argentina, Colombia, Chile, and Peru, premiumization is in its early stages as urban middle classes expand. However, intense price competition and cultural preferences for looser fits remain challenges. In the Middle East and Africa, including South Africa, Saudi Arabia, the United Arab Emirates, Nigeria, Egypt, Morocco, and Turkey, cultural sensitivities toward body-fit styles limit the penetration of athleisure-inspired trunks and performance briefs. Nevertheless, urban Gen Z consumers in these regions are showing greater openness to unisex and inclusive designs.

List of Companies Covered in this Report:

• Berkshire Hathaway (Fruit of the Loom)
• PVH Corp (Calvin Klein, Tommy Hilfiger)
• Jockey International
• Gildan Activewear Inc.
• Puma SE
• Under Armour Inc.
• Adidas AG
• Nike Inc.
• Fast Retailing Co. Ltd (UNIQLO)
• Ralph Lauren Corp.
• SAXX Underwear Co.
• The Moret Group (2(X)IST)
• Aditya Birla Fashion (Peter England, Lux Cozi)
• Mack Weldon LLC
• Duluth Trading Company
• H&M Group
• Marks & Spencer plc
• Andrew Christian
• Zimmerli of Switzerland
• Emporio Armani (Giorgio Armani S.p.A)

Additional Benefits:

• The market estimate (ME) sheet in Excel format
• 3 months of analyst support