Global Market Size and Growth
The global women's underwear market, which includes panties, was valued at approximately $28.5 billion in 2023 and is projected to grow at a compound annual growth rate of 5.8% through 2030, according to Grand View Research. Rising demand for sustainable fabrics and inclusive sizing has been a primary driver of this expansion, with organic cotton and recycled polyester options gaining share rapidly.
North America remains the largest regional market, accounting for over 35% of global revenue, while Asia-Pacific is the fastest-growing region due to rising disposable incomes and western fashion adoption. Key players such as Hanesbrands, Fruit of the Loom, and Victoria's Secret parent L Brands continue to invest in direct-to-consumer digital channels to capture market share.
Consumer Behavior and Buying Patterns
Online sales of panties and underwear surpassed 40% of total category revenue in 2023, a shift accelerated by the pandemic and sustained by convenience-focused shopping habits. Subscription box models, pioneered by companies like Knix and ThirdLove, now represent a significant segment, offering personalized fit recommendations and automated replenishment.
Sustainability claims now influence over 60% of purchase decisions among millennial and Gen Z consumers, per a 2023 McKinsey report on the state of fashion. Brands that provide transparent supply chain data and use certified recycled materials see higher repeat purchase rates and stronger customer loyalty metrics.
Regulatory and Compliance Landscape
The U.S. Federal Trade Commission enforces labeling rules that require underwear to disclose fiber content, country of origin, and care instructions accurately. Misleading claims about sustainability or material composition can result in enforcement actions, as seen in recent FTC cases against textile companies for false organic or recycled content assertions.
The SEC requires publicly traded apparel companies to disclose supply chain risks, including labor practices at manufacturing facilities. Investors increasingly use this data to assess ESG performance, with companies like Hanesbrands publishing annual sustainability reports that detail factory audits and carbon reduction targets for their underwear divisions.