Bra Market Size, Share, Trends, Growth, and Forecasts for 2025 - 2032

Bra Market Size and Trends Analysis

The bra market size is likely to be valued at US$26.4 Bn in 2025 and is estimated to reach US$48.6 Bn in 2032, growing at a CAGR of 9.1% during the forecast period 2025 - 2032.

Key Industry Highlights:

• Recycling Initiative: In August 2025, Clovia introduced India’s first bra recycling initiative called BYOB, in collaboration with Respun. The latter removes strap rings, hooks, and underwires before shredding the remaining fabrics. This initiative provides consumers with discounts in exchange for dropping off their used bras at any Clovia store.
• Leading Product Type: Sports bra holds nearly 43.2% share in 2025, with increasing participation of women in fitness and wellness activities.
• Dominant Material: Cotton, which accounts for approximately 38.5% of the bra market share in 2025, due to its hypoallergenic properties and skin-friendliness.
• Leading Region: Asia Pacific with about 64.3% share in 2025, due to increasing online retail penetration and expanding working female population.
• Fastest-growing Region: North America, backed by the launch of comfort-driven designs and powerful digital-first brand strategies.

Global Market Attribute	Key Insights
Bra Market Size (2025E)	US$26.4 Bn
Market Value Forecast (2032F)	US$48.6 Bn
Projected Growth (CAGR 2025 to 2032)	9.1%
Historical Market Growth (CAGR 2019 to 2024)	8.9%

The bra industry's growth is spurred by changing consumer lifestyles, evolving fashion sensibilities, and surging emphasis on comfort and inclusivity. Companies are no longer competing solely on aesthetics but are diversifying portfolios with functional designs to attract a large consumer base.

Competition has intensified with global players changing their strategies around inclusivity and digital engagement. Direct-to-consumer brands are disrupting the market through size personalization and bold marketing campaigns.

Market Dynamics

Driver- Professional Dressing Requirements Bolster Adoption of T-shirt Bras

The increasing number of working women is spurring bra demand by diversifying usage occasions. Women are no longer looking for just one or two basic bras. They seek different types to match office wear, long commutes, business travel, and after-work activities.

For example, various professionals now choose T-shirt bras or seamless bras for daily office wear to ensure a smooth look under formal clothing. At the same time, they tend to switch to sports bras or bralettes for post-work gym sessions or casual evenings. This shift in lifestyle means women are buying multiple bras across categories rather than sticking to a single style.

Comfort has become a central expectation, especially for women spending long hours at work. Brands are responding with bras that combine professional aesthetics with extended wear comfort.

ThirdLove’s 24/7 Classic T-Shirt Bra, marketed for all-day wear, has gained impetus among working women in the U.S. as it combines subtle design with lasting support. Brands are further addressing niche workplace-related requirements such as maternity and post-maternity support for professional women returning to work.

Restraint- Poor Fit Fuels High Return Rates, Straining Retailer Margins

Fit-related dissatisfaction is a long-standing pain point in the field of undergarments, and it hampers sales by eroding consumer trust. Several women report that sizing systems are inconsistent across brands, which makes purchasing bras risky when shopping online.

This uncertainty discourages repeat buying and pushes some women to delay or avoid purchases altogether. For instance, Victoria’s Secret has faced criticism in recent years for a lack of inclusive sizing and inconsistent fits. It contributed to negative customer sentiment and high return rates until the brand began revamping its range.

High return volumes are another consequence. Bras are one of the most frequently returned clothing items in e-commerce, as customers often order multiple sizes to try at home and keep only one. This not only eats into margins but also strains logistics, leading to high costs for retailers.

Dissatisfaction with fit also impacts customer loyalty. Women who repeatedly experience poor fit are less likely to remain loyal to one brand and tend to jump between labels in search of better options. This lack of loyalty fragments sales and makes it difficult for companies to establish stable consumer bases.

Opportunity- Brands Design Bras for Underserved Groups to Cater to Inclusivity Requirements

Fashion trends that emphasize body positivity and size inclusivity are changing the market by pushing brands to broaden beyond conventional beauty ideals. Instead of focusing solely on slim figures, marketing now highlights diverse body types, natural silhouettes, and comfort-first styles. It has opened the door for bra makers to cater to underserved groups, including plus-size women, small busts, or those with asymmetrical breasts.

Body positivity movements are encouraging designs that balance functionality with fashion, making bras more expressive rather than restrictive. Brands such as Parade are tapping into this by delivering vibrant bras in an extended size range, appealing to young women who value both self-expression and inclusivity. This approach is moving bras away from being purely functional garments toward being confidence-boosting fashion items.

Category-wise Analysis

Product Type Insights

Based on product type, the market is divided into nursing, sports, multi-way, adhesive, and others. Out of these, sports bra is predicted to hold nearly 43.2% share in 2025 as they have moved beyond the gym and become everyday essentials for comfort and versatility.

Several women now choose them for work-from-home routines, casual outings, or layering under relaxed clothing as they eliminate underwires and provide gentle but reliable support. In addition, sports bras are designed to reduce breast movement during physical activity, which prevents discomfort and long-term tissue strain.

Nursing bras are seeing steady demand as they help address very specific functional requirements during and after pregnancy that traditional bras cannot fulfill. They are designed with drop-down cups, stretchable fabrics, and wide straps.

These features make breastfeeding convenient while also providing comfort during frequent changes in breast size. Women today are more informed about the importance of proper breast support during breastfeeding to avoid discomfort, blocked ducts, or mastitis. Hence, brands are developing bras with moisture-wicking fabrics to help prevent irritation during long wear.

Material Insights

In terms of material, the market is segregated into cotton, chiffon, silk, satin, and others. Among these, cotton will likely account for around 38.5% share in 2025 owing to its natural breathability and skin-friendliness. Cotton allows air circulation and absorbs moisture, reducing the risk of rashes or irritation that can occur with synthetic fabrics.

It is also hypoallergenic and suitable for sensitive skin. Women undergoing hormonal changes, such as during pregnancy or menopause, often find synthetic blends uncomfortable, making cotton bras a safer alternative.

Silk bras are seeing decent growth as they represent a balance between luxury and functionality that appeals to consumers seeking premium everyday lingerie. Silk naturally regulates temperature by keeping the body cool in summer and warm in winter. This makes it ideal for women who want bras that feel comfortable in different climates.

This dual-season appeal is primarily attractive in markets such as Europe and the Asia Pacific, where seasonal variation pushes fabric preferences.

Regional Insights

Asia Pacific Bra Market Trends- Expansion of Global Brands Fuels Localized Product Developments

In 2025, the Asia Pacific is expected to account for approximately 64.3% share as consumers in China, India, and Japan are demanding bras that combine comfort and inclusivity. Established brands such as Wacoal, Triumph, and Victoria’s Secret are broadening their presence in the region, while also adapting collections to local requirements.

Wacoal, for example, recently launched its Bliss collection in India with breathable and lightweight designs suited to hot summers. It shows how global brands are localizing products for climate and comfort.

Cultural factors continue to influence the market. In India, Indonesia, and Malaysia, several women remain hesitant to shop openly for lingerie, and price sensitivity is high. This makes affordable, modest, and comfortable bras more competitive than luxury or fashion-heavy designs.

At the same time, premium segments such as silk bras are finding a niche in India, where silk is valued for its softness and luxury feel. In Indonesia, new players, including AOG, are focusing on bras designed for tropical climates and everyday comfort.

North America Bra Market Trends- Decline of Victoria’s Secret’s Dominance Creates Opportunities for Digital-first Competitors

The market is currently in a state of reinvention across North America as consumer preferences shift away from overly structured lingerie toward comfortable and inclusive options. The decline of Victoria’s Secret’s dominance over the last decade opened the door for new players such as Skims, Savage X Fenty, and ThirdLove.

They are transforming what bras mean in terms of fit, body positivity, and everyday wear. Victoria’s Secret itself has been compelled to reposition by introducing inclusive campaigns and product lines. But the cultural narrative is still primarily propelled by new and digital-first competitors.

In the U.S. bra market, celebrity-led and culturally resonant branding has become a powerful element. Skims, launched by Kim Kardashian, has gained traction by positioning bras as lifestyle essentials rather than purely intimate wear. Its adaptive collection caters to women with disabilities by providing front-fastening designs and soft materials, showing how inclusivity now extends beyond size to accessibility.

Similarly, Savage X Fenty by Rihanna has changed the retail landscape with its bold runway shows and store launches, including experiential shops in U.S. cities that prioritize inclusivity over traditional lingerie aesthetics.

Europe Bra Market Trends- Emergence of Independent Eco-conscious Labels to Spur Demand

The European market trend exhibits a superior balance between heritage craftsmanship and modern inclusivity. The region has a tradition of lingerie excellence through brands such as Chantelle, Aubade, and La Perla, which continue to influence consumer expectations of quality and design. These players are now modernizing their portfolios by introducing wireless, seamless, and comfort-first bras without abandoning their reputation for elegance.

Sustainability is a key differentiator in Europe. Consumers have become vocal about ethical production and eco-friendly materials. It is prompting brands to experiment with organic cotton, recycled lace, and low-impact dyes. Independent labels such as Underprotection in Denmark and Olly in France are positioning bras as both intimate essentials and eco-conscious lifestyle choices, resonating specifically with young buyers.

Competitive Landscape

The global bra market is highly competitive, with traditional players and new-age brands adopting very different strategies. Established companies such as Victoria’s Secret and Wacoal dominate in terms of brand recognition, store presence, and global distribution.

However, they are under pressure to reinvent themselves as young consumers demand more inclusivity, comfort, and transparency. It has compelled them to shift their images, such as Victoria’s Secret featuring diverse models and revamping its product lines to stay relevant. New brands are setting the tone with powerful cultural positioning.

Key Industry Developments:

• In August 2025, Millie Bright joined hands with MAAREE to launch a signature sports bra and activewear collection. This launch came in after Millie went vocal on the discomfort and pain she had previously experienced while playing with ill-fitting sports bras.
• In July 2025, Wacoal America introduced the Ever Flexing Underwire Bra, a new development engineered to flex across six traditional sizes. Rather than compelling women to adapt to a fixed size constantly, this bra flexes with them, providing lasting comfort and a reliable fit through every phase of life.

Companies Covered in Bra Market

• Hanesbrands Inc.
• Victoria's Secret & Co.
• Triumph International
• Wacoal
• PVH Corp.
• Chantelle
• L Brands
• Calvin Klein Underwear
• Savage X Fenty
• La Perla
• Maidenform
• Amante
• Zivame
• Others