Bra Market Size, Share & Industry Analysis, By Product (Sports, Nursing, Multi-Way, Adhesive, and Others) By Material (Cotton, Chiffon, Silk, Satin, and Others), By Distribution Channel (Supermarkets & Hypermarkets, Specialty Stores/Branded Stores, Online Retail, and Others), and Regional Forecast, 2025-2032

The global bra market size was valued at USD 25.18 billion in 2024. The market is projected to grow from USD 27.38 billion in 2025 to USD 51.09 billion by 2032, exhibiting a CAGR of 9.32% during the forecast period. Asia Pacific dominated the bra market with a market share of 91.19% in 2024.

A bra is a closely fitted undergarment worn by women under their clothing to provide breast coverage. It maintains the shape and volume of breasts and offers comfort and support while performing intense physical activities and exercise. The market is a dynamic and essential segment of the global apparel industry, driven by evolving fashion trends, body positivity movements, and technological innovations.

Growing demand for comfortable, supportive, and stylish options has led to the rise of inclusive sizing and diverse designs. Key product categories include bralettes, sports bras, and underwired bras, with seamless and sustainable materials gaining popularity. Major companies such as L Brands, Hanesbrands, and Jockey and emerging startups compete by offering personalized fittings and online shopping experiences, augmenting global market growth in the near term.

• According to the review cited by the Periodic Labour Force Survey (PLFS), employment in India surged from 46.8% in 2017-18 to 56% in 2022-23, accompanied by a noteworthy rise in labor force participation from 49.8% to 57.9%.

MARKET DYNAMICS

MARKET DRIVERS

Evolving Consumer Preferences and Technological Advancements to Fuel Market Growth

The market is experiencing strong growth led by evolving consumer preferences for comfort, functionality, and inclusivity. Modern consumers increasingly seek bras that provide better fit, support, and adaptability, boosting the demand for wireless, sports, and barrette styles. At the same time, rising health consciousness has made activewear bras a popular choice for everyday wear.

Fashion trends prompting body positivity and size inclusivity have further widened the market, as brands introduce expanded size ranges and customizable options, supported by inclusive marketing campaigns and celebrity endorsements. Additionally, the rapid expansion of technological innovations such as virtual-fitting rooms, AI-driven size recommendation, and subscription models has made brassiere shopping more accessible and personalized, significantly enhancing customer experience and fueling the global market share. Furthermore, the increasing popularity of environmentally friendly and customizable options propels the bra market growth.

MARKET RESTRAINTS

Sizing Inconsistencies and High Return Rates to Hinder Market Expansion

The brassiere market faces a major growth restraint due to the persistent issue of proper fit and comfort across brands and regions. Many women struggle to find bras that fit comfortably, leading to frequent dissatisfaction and returns. This factor hampers consumer trust and increases operational costs for brands managing exchanges and refunds. Moreover, limited inclusivity in size ranges alienates a large segment of potential buyers. Until brands standardize sizing and offer more personalized fitting solutions, the market’s growth potential will continue to be restricted by these consistent consumer concerns.

MARKET OPPORTUNITIES

Growing Impact of Social Media Platforms Influencing Product Demand to Offer Numerous Growth Opportunities

The influence of social media on product adoption has reached a significant level, prompting brands and companies to leverage these platforms strategically. Prominent lingerie companies such as PVH Corp. and Triumph Intertrade AG are actively engaged in creating and maintaining social media pages. They utilize collaborations, paid partnerships, and promotional efforts to attract consumers through social media, recognizing its potential as a powerful tool for brand engagement and customer conversion.

The influence of social media, driven by lifestyle creators, fashion influencers, and other prominent media figures, is promoting easy fashion and the adoption of alternative products. For instance, a survey conducted by the University of Maine in September 2021 revealed that 4.48 billion individuals worldwide were active on social media platforms. Between 2019 and 2020, active social media users in different regions saw significant increases: Asia by 16.98%, Africa by 13.92%, South America by 8.00%, North America by 6.96%, Europe by 4.32%, and Australia by 4.9%. This surge is expected to work in favor of manufacturers, generating massive demand for lingerie products, such as a bra. 

BRA MARKET TRENDS

Increasing Female Participation in Sports and Fitness to Augment Market Growth

The rising involvement of women in athletics and fitness is a significant factor contributing to the expansion of the sports bra market. With more women participating in physical activities, there is an increasing demand for supportive and comfortable athletic gear, such as sports bras. This trend is additionally driven by increasing health consciousness and an emphasis on fitness.

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Segmentation Analysis

By Product

Wise Range of Styling and Diverse Patterns Availability to Supplement Others Segment Market

Based on product, the market is segmented into sports, nursing, multi-way, adhesive, and others. 

The others segment, which consists of underwired, push-up, balconette, bralette, tube, strapless, t-shirt, halter, racerback, and other types, accounted for the largest market share and is projected to expand at the fastest CAGR over the forecast period. Consumers are increasingly preferring different types of brassieres under different clothing styles that enhance and uplift the appearance of the overall outfit. The availability of wide-ranging styles in brassieres can significantly transform the final look of the individual, which encourages women to purchase a variety of lingerie in their wardrobe, supplementing others segment growth.

Postoperative bras are among the prominent product categories within the ‘others’ category. The increasing number of breast surgeries across countries triggers the demand for these bras, as surgeons typically recommend their usage. These products are increasingly used to promote healing, limit the risk of surgery-related complications, and offer comfort, favoring the global postoperative bra market expansion.

The sports segment is projected to grow at the second-fastest CAGR. Sports bras have become a wardrobe must-have for women involved in any form of sports or physical activity. Depending on the intensity of the activity, one can choose from a range of low-impact, medium-impact, and high-impact brassieres. Modern-day consumers engaging in some sort of physical activity, such as aerobics, Zumba, yoga, Pilates, running, swimming, strength training, and others, have spurred the demand for sports brassieres, leading to the growth of the segment. Sports bras and underwear are gaining increasing popularity among athletes and sports enthusiasts. The increasing consumer need to maintain breast shape, reduce breast pain, prevent breast bounce, improve performance, and eliminate or lessen sweat favors the global sports bra & underwear market growth, encouraging industry participants to emphasize innovative product designs.

The rapidly evolving maternity nursing bra market will accelerate sales of functional bras globally in the coming years. The increasing demand for bras that accommodate changes in breast sizes, notably during postpartum or pregnancy, creates a significant demand for maternity bras.

By Material

Comfort, Durability, and Eco-Friendliness of Cotton Material to Boost Segment Growth

Based on material, the market is segmented into cotton, chiffon, silk, satin, and others.

The cotton material segment contributed to the highest market share in 2024. The breathable and hypoallergenic nature of cotton material makes it suitable for everyday wear, offering comfort throughout the day. Moreover, cotton is suitable for all climatic conditions, providing a cooling effect in warmer temperatures. The wide acceptance of cotton bras is ascribed to their comfort-centric designs, which meet the preferences of a broad consumer base.

The satin material is currently gaining traction and is anticipated to expand at the fastest CAGR over the coming years due to its luxury look without high maintenance, along with affordability and accessibility. Satin can be made from silk, polyester, or nylon, which looks luxurious but costs far less than pure silk. This makes it attractive to both brands and consumers. Moreover, satin is smooth and gentle on the skin, reducing friction. It is increasingly favored for comfort and nightwear lingerie, especially with the growing emphasis on skin sensitivity and self-care. This is expected to favor the segment’s expansion.

By Distribution Channel

Specialty Stores/Branded Stores Dominated Market Owing to Their Expertise and Personalized Services

Based on distribution channel, the market is segmented into supermarkets & hypermarkets, specialty stores/branded stores, online retail, and others.

The specialty stores/branded stores dominated the market in 2024. These stores offer broader assortments of different brands that consumers associate with quality and reliability. The perception of quality is an important factor when purchasing intimate wear such as brassieres, where comfort and durability are top priorities. Moreover, expertise and personalized services, along with in-store experience offered by specialty stores, drive the growth of the segment.

The online retail segment is poised to grow at the fastest CAGR over the projected years from 2025 to 2032. Shopping online offers an unmatched experience, as customers can browse and shop from the comfort of their homes. Further, many online stores have enhanced their offerings with size guides, virtual fitting tools, and even Augmented Reality (AR) technology. These tools help buyers select the right size and style based on their measurements or body shape. In addition, purchasing brassieres online allows for discreet shopping, which appeals to consumers who may feel embarrassed or uncomfortable discussing their needs in a store. All of these aspects are likely to consolidate the growth of the online retail channel over the forecast period.

Bra Market Regional Outlook

By geography, the market is categorized into North America, Europe, Asia Pacific, South America, and the Middle East & Africa.

North America

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North America accounted for a significant share of the global market in 2024. The region is home to multiple renowned lingerie brands, including Victoria's Secret, Calvin Klein, Tommy Hilfiger, Jockey, Vanity Fair, and Aeries, which are deeply ingrained as retailers, distributors, and manufacturers. This factor is driving the region’s market growth. 

The U.S. market contributes significantly to the North America region as the region comprises major developed cities such as Los Angeles, New York, Washington D.C., and Florida. The female population of these cities is actively engaged in the sports and fitness-related fields, making it a leading market for the sports-related lingerie category, including push-ups, sports, high-impact, and other types of bras.

Europe

Europe is the second-largest market for brassieres. The region is recognized as a leading producer of fashion apparel, including lingerie, is experiencing a surge in demand for everyday intimate wear. This heightened demand is a result of the region's rapid adoption of fast fashion trends and the inclination for stylish lingerie. Specialized lingerie brands in Europe, including Hunkemöller, Triumph Intertrade AG, and Marks & Spencer, are flourishing by actively emphasizing inclusivity, sustainability, and their ability to cater to consumer preferences. This industry shift is gaining momentum and continues to progress without any indications of slowing down.

Asia Pacific

Asia Pacific accounted for the largest bra market share in 2024 and is projected to grow at the highest CAGR during the assessment period. The growth of the region is driven by increasing awareness and knowledge of the use of these products, with the increase in the availability of the product owing to Western market participants' entry into the Asia Pacific markets, including China, Singapore, Hong Kong, Japan, South Korea, and Australia. Manufacturers, retailers, and distributors in these countries are benefiting from technological advancements in various sectors. For instance, in June 2021, the World Bank, a Washington, D.C., U.S.-based international financial institution, reported that Bangladeshi exporters were making investments in product upgrades and automation to enhance productivity and competitiveness, particularly in the manufacturing of ready-made garments (RMG). Additionally, they are providing training to workers on the use of upgraded machinery and processes. This, in turn, is expected to fuel regional market growth.

South America and the Middle East & Africa

The market in the Rest of the World region, including South America and the Middle East & Africa, is projected to experience considerable growth owing to rising beach-related activities among women, such as beach handball, beach rugby, beach soccer, and water sports. Brazilian lingerie's global popularity has attracted major brands and manufacturers to South America, positively impacting lingerie sales. South American countries are also one of the world's fastest-growing lingerie markets, which is further expected to strengthen regional market expansion.

COMPETITIVE LANDSCAPE

Key Industry Players

Market Players are Adopting Prominent Partnerships and Expansion and Franchise Strategies to Stay Competitive 

The global market is highly concentrated and competitive, with brands employing various growth strategies to differentiate themselves and capture consumer attention.

Among the strategies most widely incorporated by companies, partnerships, and mergers with complementary businesses stand out. These strategic alliances are instrumental in forging a strong brand identity and image among prospective customers. Furthermore, lingerie companies such as PVH Corp and Triumph Intertrade AG, among others, collaborate with similar businesses and renowned celebrities to captivate customers seeking brand engagement.

Expansion is another key strategy adopted by industry giants to achieve global reach. Depending on company policies and portfolios, this expansion can occur through sole proprietorship or franchising, including exclusive stores, partner stores, and franchise stores. These efforts also play a crucial role in enhancing brand awareness and image adopted by major lingerie manufacturers such as Triumph Intertrade AG, MAS Holdings, and others.

With intensifying competition across product categories, market players are likely to target teenage girls or young women, notably in the 18-30 age group, by launching new lines of demi bras (also known as ½ cup bras or demi-cup bras) to stay competitive. These bras offer advantages, including a natural breast shape, enhanced cleavage, versatility across outfits, and enhanced breathability & comfort. In this respect, noticeable advantages compared to full-coverage bras fuel the demand for demi-cup bras, positively influencing the global ½ cup bra market trends. On the other hand, older consumers (over 35 years), with their inclination toward conventional product designs, will favor the full-cover market expansion.

LIST OF KEY BRA COMPANIES PROFILED

• Victoria’s Secret (U.S.)


• Hanesbrands Inc. (U.S.)


• Chantelle (France)


• Wacoal (Japan)


• Triumph International (Switzerland)


• Calvin Klein Underwear (U.S.)


• Maidenform (U.S.)


• L Brands (U.S.)


• La Perla (Italy)


• Savage X Fenty (U.S.)

KEY INDUSTRY DEVELOPMENTS

• July 2023: La Vie en Rose, a Canada-based lingerie and sleepwear brand, partnered with Apparel Group, which sells brands including Charles & Keith, Aldo, and Bath & Body Works, to gain entry in the Indian market.           


• June 2023: Victoria’s Secret, an American lingerie, clothing, and beauty retailer brand, revealed its apparel and undergarments in Amazon Fashion Stores, a U.S.-based apparel retailer. With this online expansion, the company is now offering consumers to shop from over 4,000 items across PINK and Victoria’s Secret, including the brand’s best-selling bras. This has enabled new ways to discover and engage with the brand and increased consumer access to the brand. 


• September 2022: Maikai Clothing, an Indian startup, launched a sustainable cotton sports bra with the aim of promoting old-style Indian art forms and supporting the growth of the Indian textile industry. This newly launched design is biodegradable and made for high-impact activities, using breathable, lightweight material that absorbs sweat rapidly.


• May 2022: The CALIDA GROUP acquired American premium lingerie and loungewear brand Cosabella with the aim of strengthening its marketplace in its core segment of underwear and lingerie. With this acquisition, the CALIDA GROUP also creates its way for entry into the U.S. market with the brands AUBADE and CALIDA.


• April 2021: Parade, an American apparel company, launched its newest product category, the Parade Bralette, which provides superior comfort and styles designed with sustainable materials. To offer enough support to individuals with smaller rib cages and large boobs, the company designed a new collection called Support+. Support+, along with a size range of XS-3X.  

REPORT COVERAGE

The global bra market industry analysis provides market size & forecast by all the segments included in the report. It includes details on the market dynamics and market trends expected to drive the market in the forecast period. It offers information on the key regions/countries, key industry developments, new product launches, details on partnerships, mergers & acquisitions, and the number of bra manufacturers in key countries. It covers a detailed competitive landscape with information on the market share and profiles of key players.

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Report Scope & Segmentation