U.S. MEN’S UNDERWEAR MARKET ANALYSIS

The U.S. men’s underwear Market size is valued at US$ 8.2 Bn in 2024 and is expected to reach US$ 12.5 Bn by 2031, growing at a compound annual growth rate (CAGR) of 6.2% from 2024 to 2031.

Analyst’s Views:

The U.S. men's underwear market is expected to see steady growth over the next five years. One of the key drivers of growth is the rising popularity of moisture-wicking and breathable fabrics. Major brands are focusing on innovative fabric technologies that keep men dry and comfortable. Another driver is the increasing demand for fashionable and stylish designs. Younger men in particular are more open to bolder prints and patterns beyond basic solids. However, market growth could be restrained by saturation in the basics segment. Most men already own sufficient numbers of regular briefs and boxer briefs. Margins may thinning as competition heats up in the core categories. Private label offerings from major retailers also pose pricing pressures. Any significant economic downturn could negatively impact discretionary spending on upgraded styles. The athletic and activewear segments offer promising opportunities. More men are choosing moisture-wicking underwear for workouts and sports. Demand for boxer briefs and compression styles tailored for specific activities like running and cycling is on the rise. E-commerce is another key channel that's expanding the market reach. Online shopping provides access to a wider variety of brands beyond traditional outlets.

U.S. Men’s Underwear Market Drivers:

• Increasing online sales: The men's underwear market in the US has seen significant growth in recent years, driven largely by increased online shopping. As more consumers have adopted an online-first approach to purchasing, underwear retailers have invested heavily in ecommerce platforms and digital marketing. This has made trying new brands and styles much more convenient without needing to visit brick-and-mortar stores. For instance, according to the U.S. Census Bureau, the total value of US retail e-commerce sales grew by over 15% year-over-year in 2021.
• Growing focus on personal grooming and style: The personal grooming habits and lifestyles of American men have undergone a significant evolution in recent years, leading to impressive growth in the men's underwear market. Growing concerns about body image, physical fitness and personal style have made underwear an increasingly important item in the daily wardrobe of the modern man. Men are now more willing to experiment with colors, patterns and fit when purchasing underwear compared to a decade ago. For Instances, According to data from the U.S. Census Bureau, in 2022, around 67% of American households now own sweatpants or loungewear, a sharp uptick from pre-pandemic levels.

U.S. Men’s Underwear Market Opportunities:

• Emergence of specialized stores and outlets: The US men's underwear market has traditionally been dominated by mass retailers that offer a one-size-fits-all approach. However, as consumers have grown more discerning about fit and functionality in their intimates, there is a strong opportunity for specialized retailers to offer a more personalized shopping experience. Men are increasingly seeking out underwear made from premium fabrics, designed for specific activities or body types, and offered in a wider array of stylish designs. Specialty retailers can meet this evolving demand by curating targeted product assortments from a variety of high-quality brands. For instance, data from Statista shows U.S. online health and wellness sales grew over 30% year-on-year during the 2020-2021 period alone, indicating growing demand for specialized intimate apparel.
• Growth of private labels: The U.S. men's underwear market has traditionally been dominated by major brands such as Calvin Klein, Hanes, and Fruit of the LoomMany major retailers, such as Walmart, Target, and Amazon, have greatly expanded their private label underwear selections for men. These private labels offer stylish and comfortable basics at highly competitive price points compared to national brands. As consumer focus shifts more towards value during economic uncertainties, private labels allow price-conscious men to fulfill their underwear needs without compromising too much on quality or style. For Instances, According to the US Bureau of Labor Statistics, apparel inflation increased substantially in 2021 and 2022 due to supply chain issues and higher production and transportation costs. National brands will find it increasingly difficult to absorb these rising costs without passing them on to customers via price increases.

U.S. Men’s Underwear Market Trends:

• Increased use of breathable and moisture-wicking fabrics: The increased use of breathable and moisture-wicking fabrics is significantly influencing the U.S. men's underwear market. These technical fabrics are designed to draw moisture away from the skin to keep wearers dry and comfortable. They are very popular among athletic and active male consumers who need underwear that can handle sweat and activities. Many major underwear brands are incorporating these advanced fabrics into their products. For instance, according to the Athletic Attire Association, U.S. males aged 18-35 especially seek underwear tailored for workouts and sports. Their research found over 75% would pay more for briefs engineered to keep them dry and cool during physical activity.
• Rising demand for comfortable and stretchable styles: The U.S. men's underwear market has seen a significant shift in recent years towards more comfortable and flexible fit styles. Traditional cotton briefs, which were once the dominant style worn, are steadily being replaced by newer innovative fabrics that offer four-way stretch and movement with each stride. Men are increasingly seeking underwear that moves with them rather than restricting or constricting during physical activity or everyday tasks. Brands have responded by expanding their offerings of boxer briefs, trunks, and other looser fitting silhouettes made from moisture-wicking, breathable blends and entirely new performance fabrics.

U.S. Men’s Underwear Market Restraints:

• Availability of cheaper alternatives: The availability of lower priced alternatives is significantly hindering the growth prospects of the U.S. men's underwear market. With private label and economy brands providing basic underwear at extremely affordable prices, many customers are gravitating towards these options instead of paying premium prices for mainstream brands. Lower-income individuals and those watching their budgets closely now have numerous avenues to fulfill their basic underwear needs at a fraction of the cost of national brands.
• Macroeconomic challenges in retail industry: Macroeconomic headwinds have posed significant challenges to the growth of the U.S. men's underwear market in recent years. Rising inflation coupled with interest rate hikes aimed at cooling down the economy have negatively impacted consumer spending power. As Americans face higher costs of living, demand for discretionary categories like apparel has softened. This has restrained the ability of men's underwear brands to increase sales volumes.
• Counterbalance: Economic recessions can result in decreased consumer spending on non-essential items, which could include certain categories of men's underwear, especially premium brands.

  Figure 1. U.S. Men’s Underwear Market Share (%), By Category, 2024

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Recent Developments:

New manufacturing facility launches:

• In September 2022, Jockey International Inc.’s official licensee, Page Industries Ltd expanded its retail flagship store in New Delhi, India. The two-story store is spread across 2,500 square ft. with designated areas for men, women, and kids. Jockey International, Inc. is a leading designer, marketer, retailer, and licensor of men's undergarments and women's intimates. It is known for its innovative products, such as creating the first men's underwear brief and introducing temperature-regulating underwear.
• In August 2022, Tommy Hilfiger expanded its retail footprint by opening a new store in Bonn, Germany. The historical building is designed to provide the best in-store experience for its customers and features underwear and other accessories for men. Tommy Hilfiger is an American fashion brand. The brand's merchandise is sold in department stores and over 2,000 free-standing retail stores in 100 countries. The company offers a range of products, including men's, women's, and kids' sportswear, denim, accessories, and footwear under the Tommy Hilfiger and Tommy Jeans lifestyles.
• In August 2022, Calvin Klein revealed the ‘Autumn 2022’ campaign featuring the latest underwear and jeans collections. The collection is designed for everyday wear with a modern style to offer wireless comfort with a blend of recycled materials. Calvin Klein is a fashion lifestyle brand with a history of bold, non-conformist ideals that inform its approach to product design and communication.
• In April 2022, Hanes brand, Inc. launched the new ‘X-Temp Total Support Pouch’ men’s underwear with cooling fabric and breathable mesh panels with quick-drying and moisture-wicking performance. Hanes brands, Inc. is an American multinational clothing company. The company's iconic brands include Hanes, which is the leading basic apparel brand in the United States; Champion, an innovator in lifestyle and athletic apparel; and Bonds, known for setting new standards for design and sustainability.

Top Companies in the U.S. Men’s Underwear Market

• Phillips-Van Heusen Corporation
• Hanesbrands Inc.
• Jockey International Inc.
• Ralph Lauren Corporation
• Levi Strauss & Co.
• American Eagle Outfitters Inc.
• Naked Brand Group Inc.
• Perry Ellis International Inc.
• HUGO BOSS
• Berkshire Hathaway Inc. (Fruit of the Loom)

Definition: U.S. men's underwear refers to the various styles and types of underwear worn by men in the U.S. There are several main types of men's underwear, including: boxer, boxer brief, brief, trunks, thong. These types of underwear can be made from various materials, such as cotton, elastane, and viscose, and can come in different sizes to accommodate different body types.