(Hint: The US, UK, France, & China)

Ever wondered about the countries where lingerie is most popular and why? Here's our take. 

Lingerie is evolving from simple, protective undergarments to more elaborate outfits that often function as outerwear. But where is it the most popular? 

As lingerie sales continue to grow each year, analysts are estimating an 8.5% CAGR (Compounded Annual Growth Rate) from 2021 to 2031. Or in simple English, the popularity growth will continue. 

From loungewear to bras, panties, knickers, and shape-wear, different groups of women are also finding more usefulness and pleasure in lingerie. This post looks at how this trend is evolving.

Lingerie Popularity 

The Lingerie Market's Development 

The lingerie market might have evolved separately across cultures, but they all had one thing in common – the provision of beauty, support, and confidence for women through undergarments. 

Of course, the most fundamental functions include providing support for the body, such as bras and corsets. But the industry has grown over time to become more erotically stimulating. 

So, lingerie today might represent romance and a rewarding relationship for some. While for others, it is all about sex and deeper eroticism. 

It is therefore important to keep these social and cultural differences in mind to better understand the popularity of lingerie across the different regions of the world.

Some Lingerie Statistics 

France stands out as both the world's fashion capital and a major lingerie producer and consumer. According to this report from the European Commission, France produced over 1.7 billion euros worth of lingerie in 2019. It is followed in second place by Italy with 1.3 billion euros, then Germany with 845 million, and Portugal with 353 million euros. 

On the other hand, Germany tops this list with 8.9 billion euros worth of lingerie imports in 2019. It is then followed by France and the UK with about 5.6 billion euros each.

 In total, the European lingerie market is valued at about $14 billion, while the American market stood at $23 billion for 2020, with the global market valued at above $40 billion for the same 2020.

Regional Analysis 

According to MRFR, the Asia-Pacific region accounted for the largest lingerie market share in 2020 at 42.95%, and North America followed in second place with 27.3%.

 While this data sets Asia-Pacific as the region with the highest lingerie popularity, you should note that there are nearly 50 countries in this region. So, this brings the spotlight to North America.

The North American Lingerie Market 

When it comes to North America, the US dominates the market with a 53.76% share. And this puts the United States at 14.7% of global sales and makes it the country with the most popular lingerie culture. 

Drilling down a bit more, America's major brand Victoria's Secret led the market with nearly $7 billion in 2021 sales. It is worth noting, however, that online retail sales continue to grow massively.

Top Lingerie Brands & Country 

Although different regions have their brands, some of these brands tend to be equally prominent in the global and domestic markets, while others remain mostly regional brands. 

Here are 10 of the most prominent lingerie makers and their origin countries: 

1. Victoria's Secret (US)
2. Yandy LLC (US)
3. Marks and Spencer plc (UK)
4. Group Chantelle (France)
5. MAS Holdings (Sri Lanka)
6. LVMH Moët Hennessy Louis Vuitton (France)
7. Jockey International, Inc (US)
8. Hennes & Mauritz AB (Sweden)
9. Hunkemöller International BV (Netherlands)
10. Fashion Nova Inc. (US)  

Conclusion

 Putting it all together, lingerie is most popular in the United States. But it is also quite popular in Europe, including France, the UK, and Germany. As well as in the Asia-Pacific, including China & Japan. 

Also, the main reason for lingerie's growing popularity in most countries is often the increasing incomes of their female workforce.