The U.S. Men's Underwear Market size was estimated at USD 5.5 billion in 2023 and is projected to reach USD 10 billion by 2030, exhibiting a compound annual growth rate (CAGR) of 9.50% during the forecast period (2024-2030).

U.S. Men's Underwear Market

Market Summary

The U.S. men's underwear market is a significant segment within the consumer goods industry, characterized by steady consumer demand and evolving preferences. This market caters to a broad demographic, with purchasing decisions influenced by factors such as comfort, fabric innovation, style, and brand reputation. The landscape is highly competitive, with a mix of longstanding heritage brands and emerging direct-to-consumer players vying for market share. The market has seen a shift from being a purely functional purchase to one that is increasingly influenced by fashion, lifestyle, and a growing emphasis on sustainability and body positivity. The distribution channels are diverse, spanning mass-market retail stores, department stores, specialty stores, and the rapidly growing e-commerce sector, which has become a critical platform for brand discovery and sales.

Consumer behavior in this market reflects a desire for premiumization, where shoppers are willing to invest in higher-quality materials and branded products. The market is also responsive to broader societal trends, including increased focus on health and wellness, which drives demand for performance-oriented and comfortable underwear. The constant introduction of new styles, cuts, and fabric technologies keeps the market dynamic and encourages repeat purchases. Key players continuously engage in marketing campaigns and product innovations to capture consumer attention and foster brand loyalty in a crowded marketplace.

Key Highlights

The U.S. men's underwear market is distinguished by several key attributes that define its current state and future trajectory. A primary highlight is the intense competition among major brands such as Hanesbrands Inc., Fruit of the Loom, and Calvin Klein, which have established strong brand equity and extensive distribution networks. These companies leverage their scale to offer a wide array of products across various price points. Another significant highlight is the rise of niche and digitally-native brands like Mack Weldon, Tommy John, and SAXX, which have disrupted the market by focusing on specific consumer needs, such as superior fit, innovative fabrics, and direct customer engagement through online channels.

The market is also characterized by a notable trend towards premium and specialized products. Consumers are increasingly seeking underwear made from technical fabrics like Modal, MicroModal, and performance blends that offer moisture-wicking, anti-odor, and stretch properties. The boxer brief style continues to dominate in popularity due to its versatility and comfort. Furthermore, sustainability has emerged as a crucial differentiator, with brands introducing lines made from organic cotton, recycled materials, and implementing more ethical production practices to appeal to the environmentally conscious consumer.

Drivers, Opportunities & Restraints

The growth of the U.S. men's underwear market is propelled by several key drivers. A fundamental driver is the consistent replacement demand, as underwear is a basic necessity with a regular purchase cycle. The influence of fashion and the increasing willingness of men to spend on premium apparel and grooming products also significantly drives the market. The expansion of e-commerce has made it easier for consumers to discover and purchase a wider variety of brands and styles, further stimulating market growth. The growing awareness and importance placed on personal comfort and well-being encourage consumers to invest in higher-quality undergarments.

Significant opportunities exist within the market, particularly in the realm of product innovation and segmentation. There is a substantial opportunity for brands to capitalize on the demand for sustainable and ethically produced underwear. The expansion into new demographic segments, such as older men or those with specific body types, presents another area for growth. Furthermore, the integration of smart technology, such as underwear with health monitoring sensors, though nascent, represents a frontier for innovation. However, the market also faces restraints, including intense price competition from private label brands and low-cost imports, which can pressure profit margins. Fluctuations in raw material costs, particularly for cotton, can also impact manufacturing expenses and pricing strategies. Economic downturns may lead consumers to trade down to more affordable options, temporarily affecting premium brand sales.

Concentration Insights

The U.S. men's underwear market exhibits a moderately concentrated structure, dominated by a few large players that hold a significant share of the overall market. Leading companies such as Hanesbrands Inc., through its Hanes and Champion brands, and Fruit of the Loom command a strong presence in the mass-market segment due to their extensive brand recognition, economies of scale, and deep penetration in retail channels like Walmart and Target. These giants compete fiercely on price and volume. The market also features strong players in the premium segment, including PVH Corp.'s Calvin Klein and Ralph Lauren Corporation, which leverage their global fashion brand status to justify higher price points.

Despite the dominance of these established players, the market concentration is being challenged by a fragmented landscape of smaller, agile brands. The barrier to entry has been lowered by the advent of e-commerce and digital marketing, allowing numerous direct-to-consumer startups to gain traction. These niche brands often focus on specific value propositions, such as unparalleled comfort, innovative designs, or a strong community ethos, allowing them to carve out dedicated customer bases without competing directly with the giants on shelf space. This dynamic creates a competitive environment where both scale and specialization are pathways to success.

Type Insights

The product type segmentation within the U.S. men's underwear market is diverse, primarily categorized by style. The dominant style is the boxer brief, which has maintained widespread popularity for years due to its hybrid design that offers the support of briefs with the leg coverage of boxers. This style is favored for its comfort, versatility, and modern aesthetic, making it a staple in many men's wardrobes. Briefs remain a classic choice, appreciated for their support and minimalistic design, often associated with traditional brands. Boxer shorts are another significant category, preferred for their loose, comfortable fit and are often chosen for leisure wear.

Beyond these core styles, the market has seen growth in specialized types. Trunks, which are shorter in length than boxer briefs, have gained popularity for their stylish and fitted look. There is also a growing segment dedicated to performance-oriented underwear, designed for athletic activities with fabrics that provide compression, moisture management, and odor resistance. Furthermore, the market caters to seasonal demand with offerings in thermal underwear for cold weather. The continuous innovation in fabrics, such as the use of bamboo, modal, and spandex blends, further refines these product types, enhancing comfort and functionality.

Application Insights

The application of men's underwear extends beyond basic functionality into various aspects of daily life and specific activities, influencing product design and marketing. The primary application is everyday wear, which demands comfort, durability, and breathability. Products designed for this segment focus on soft fabrics, seamless construction, and a range of fits to suit all-day comfort. A significant and growing application segment is athletic and performance wear. Underwear designed for sports and physical activity incorporates technical features such as moisture-wicking, antibacterial treatments, and compression support to enhance performance and comfort during exercise.

Another important application is fashion and aesthetic appeal. A segment of consumers purchases underwear as a fashion item, influenced by brand name, designer labels, color, pattern, and cut. This is particularly evident in the premium segment, where underwear is often considered an extension of one's personal style. Seasonal applications also play a role, with a demand for thermal underwear in colder regions during winter months. The market also addresses specialized needs through products designed for post-surgical recovery or for men with specific health conditions, indicating the diverse functional applications that drive product development and segmentation.

Regional Insights

Demand within the U.S. men's underwear market demonstrates some variation across different geographic regions, influenced by climate, cultural trends, and economic factors. The Northeastern and Western regions of the United States often show a higher propensity for purchasing premium and branded underwear. Major metropolitan areas like New York City and Los Angeles, with their strong influences from fashion and media industries, tend to drive trends towards designer labels and innovative products. Consumers in these areas are generally more receptive to new brands and sustainable product offerings.

The Southern and Midwestern regions exhibit strong demand as well, often with a focus on value and comfort. The warmer climate in many Southern states influences preferences towards lighter, more breathable fabrics. Nationally, however, the proliferation of national retail chains and the pervasive growth of e-commerce have helped to homogenize availability, ensuring that consumers across all regions have access to a wide variety of brands and products. While regional preferences exist, the overarching national trends towards comfort, quality, and brand identity remain the primary drivers of consumption patterns from coast to coast.

Company Insights

The competitive landscape of the U.S. men's underwear market is shaped by a blend of industry titans and innovative challengers. Hanesbrands Inc. stands as a behemoth, leveraging its powerful portfolio that includes Hanes, Champion, and Bonds to maintain a leadership position through massive production scale and widespread distribution in mass retailers. Fruit of the Loom, another key player, competes aggressively in the value segment. In the premium and fashion-forward arena, PVH Corp. is a dominant force with its iconic Calvin Klein brand, which is synonymous with style and marketing prowess in the category. Ralph Lauren also holds a significant share in the premium segment.

The market's dynamism is increasingly driven by direct-to-consumer companies that have built loyal followings. Brands like Mack Weldon focus on fabric technology and fit, marketing directly to consumers online. SAXX Underwear has gained a dedicated customer base with its patented protective technology. Tommy John has emphasized comfort and redesigning traditional fits for modern life. These companies compete not only on product but also on customer experience, subscription models, and community building, challenging established players to innovate faster and connect more directly with consumers.

Recent Developments

The U.S. men's underwear market has been active with strategic moves aimed at capturing evolving consumer interests. A prominent recent development across the industry is the intensified focus on sustainability. Major brands are launching new lines featuring organic cotton, recycled polyester, and other eco-friendly materials. Companies are also investing in transparent supply chains and promoting water conservation initiatives in manufacturing processes to enhance their environmental credentials. Another significant development is the expansion of size inclusivity, with brands extending their size ranges to cater to a broader spectrum of body types, acknowledging diversity in their customer base.

On the technological front, brands are continuing to innovate with smart fabrics that offer enhanced performance features like temperature regulation and improved moisture management. Collaborations and licensing agreements remain a popular strategy, with underwear brands partnering with famous athletes, designers, or entertainment franchises to create limited-edition collections that generate buzz and attract new customers. Furthermore, the consolidation of the digital shopping experience through advanced mobile apps, virtual try-on features, and personalized recommendations is a key area of investment for brands looking to strengthen their direct-to-consumer channels and gather valuable customer data.

Report Segmentation

This comprehensive market research report on the U.S. Men's Underwear Market provides a detailed analysis segmented across multiple dimensions to offer a granular understanding of the industry landscape. The report is structured to dissect the market by type, categorizing products into key styles such as briefs, boxer briefs, boxers, and others like trunks and performance wear. This segmentation allows for an examination of prevailing trends, growth patterns, and consumer preferences within each product category. Further segmentation is conducted by fabric material, analyzing the demand and adoption rates for cotton, modal, polyester, blended, and other innovative fabrics.

The report also includes a thorough segmentation by distribution channel, critically assessing the performance and strategies within key channels including hypermarkets and supermarkets, specialty stores, online retail, and other distribution avenues. This analysis provides insights into shifting purchase behaviors and the growing dominance of e-commerce. An additional layer of segmentation involves price point, exploring the dynamics of the mass, mid-tier, and premium segments. This multi-faceted segmentation approach ensures that the report delivers actionable intelligence for stakeholders to identify growth opportunities, understand competitive dynamics, and make informed strategic decisions.

FAQs

What are the top men's underwear brands? The market is led by established brands like Hanes, Fruit of the Loom, and Calvin Klein. They are complemented by popular newer brands such as Saxx, Mack Weldon, and Tommy John, which focus on innovation and direct-to-consumer sales.

What type of men's underwear is most popular? Boxer briefs are widely considered the most popular style in the U.S. market. They are favored for providing a balance of support and coverage, making them a versatile choice for everyday wear.

What is the best material for men's underwear? While cotton remains a classic and breathable choice, many modern consumers prefer blends with materials like modal, micromodal, or spandex for enhanced softness, stretch, and moisture-wicking properties.

How often should men replace their underwear? It is generally recommended that men replace their underwear every 6 to 12 months for hygiene and comfort reasons, or sooner if the elastic degrades or the fabric becomes worn.

Are there sustainable men's underwear options? Yes, many brands now offer sustainable options made from organic cotton, recycled materials, and bamboo. These products focus on reducing environmental impact through ethical manufacturing and biodegradable materials.

What is the difference between boxers and boxer briefs? Boxers are loose-fitting with an elastic waistband, resembling shorts. Boxer briefs are form-fitting, extending down the thigh, and are designed to provide more support and a modern silhouette than traditional boxers.

Citius Research has developed a research report titled “U.S. Men's Underwear Market Report - Industry Analysis, Size, Share, Growth Trends, Regional Outlook, Competitive Strategies and Segment Forecasts 2024 - 2030” delivering key insights regarding business intelligence and providing concrete business strategies to clients in the form of a detailed syndicated report. The report details out the factors such as business environment, industry trend, growth opportunities, competition, pricing, global and regional market analysis, and other market related factors.

Details included in the report for the years 2024 through 2030

• U.S. Men's Underwear Market Potential
• Segment-wise breakup
• Compounded annual growth rate (CAGR) for the next 6 years
• Key customers and their preferences
• Market share of major players and their competitive strength
• Existing competition in the market
• Price trend analysis
• Key trend analysis
• Market entry strategies
• Market opportunity insights

The report focuses on the drivers, restraints, opportunities, and challenges in the market based on various factors geographically. Further, key players, major collaborations, merger & acquisitions along with trending innovation and business policies are reviewed in the report. The U.S. Men's Underwear Market report is segmented on the basis of various market segments and their analysis, both in terms of value and volume, for each region for the period under consideration.

U.S. Men's Underwear Market Segmentation

Regions Covered

• North America
• Latin America
• Europe
• MENA
• Asia Pacific
• Sub-Saharan Africa and
• Australasia

U.S. Men's Underwear Market Analysis

The report covers below mentioned analysis, but is not limited to:

• Overview of U.S. Men's Underwear Market
• Research Methodology
• Executive Summary
• Market Dynamics of U.S. Men's Underwear Market
  • Driving Factors
  • Restraints
  • Opportunities
• Global Market Status and Forecast by Segment A
• Global Market Status and Forecast by Segment B
• Global Market Status and Forecast by Segment C
• Global Market Status and Forecast by Regions
• Upstream and Downstream Market Analysis of U.S. Men's Underwear Market
• Cost and Gross Margin Analysis of U.S. Men's Underwear Market
• U.S. Men's Underwear Market Report - Industry Analysis, Size, Share, Growth Trends, Regional Outlook, Competitive Strategies and Segment Forecasts 2024 - 2030
  • Competition Landscape
  • Market Share of Major Players
• Key Recommendations

The “U.S. Men's Underwear Market Report - Industry Analysis, Size, Share, Growth Trends, Regional Outlook, Competitive Strategies and Segment Forecasts 2024 - 2030” report helps the clients to take business decisions and to understand strategies of major players in the industry. The report delivers the market driven results supported by a mix of primary and secondary research. The report provides the results triangulated through authentic sources and upon conducting thorough primary interviews with the industry experts. The report includes the results on the areas where the client can focus and create point of parity and develop a competitive edge, based on real-time data results.

U.S. Men's Underwear Market Key Stakeholders

Below are the key stakeholders for the U.S. Men's Underwear Market:

• Manufacturers
• Distributors/Traders/Wholesalers
• Material/Component Manufacturers
• Industry Associations
• Downstream vendors

U.S. Men's Underwear Market Report Scope

COVID-19 Impact Analysis

Like most other markets, the outbreak of COVID-19 had an unfavorable impact on the U.S. Men's Underwear Market worldwide. This report discusses in detail the disruptions experienced by the market, the impact on flow of raw materials, manufacturing operations, production trends, consumer demand and the projected future of this market post pandemic.

The report has helped our clients:

• To describe and forecast the U.S. Men's Underwear Market size, on the basis of various segmentations and geography, in terms of value and volume
• To measure the changing needs of customers/industries
• To provide detailed information regarding the drivers, restraints, opportunities, and challenges influencing the growth of the market
• To gain competitive intelligence and uncover new opportunities
• To analyse opportunities in the market for stakeholders by identifying high-growth segments in U.S. Men's Underwear Market
• To strategically profile key players and provide details of the current competitive landscape
• To analyse strategic approaches adopted by players in the market, such as product launches and developments, acquisitions, collaborations, contracts, expansions, and partnerships

Report Customization

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