The Global Bra Market size is expected to reach $108.1 billion by 2031, rising at a market growth of 14.9% CAGR during the forecast period. In the year 2023, the market attained a volume of 2.00 billion units, experiencing a growth of 13.5% (2020-2023).
The activewear and athleisure trends in the U.S. and Canada have propelled the popularity of sports bras, contributing to overall market growth in the region. The established retail and e-commerce infrastructure of North America has a significant impact on the demand for bras, providing consumers with convenient access to a diverse selection of brands and varieties.
Therefore, the North America segment acquired 27% revenue share in the market in 2023. In terms of volume, by the year 2.03 trillion units of bra are expected to be utilized by this region. The growing emphasis on body positivity and inclusive sizing has encouraged brands to expand their offerings, appealing to a broader audience across different body types and preferences. Additionally,
There is a rising demand for ergonomic support, with bras now tailored to accommodate diverse body shapes and needs. This includes options for fuller busts requiring additional support and bras for petite frames, which may need lighter padding or more delicate designs. These bras are ergonomically designed to provide comfort, promote appropriate posture, and alleviate strain on the back and shoulders. Hence, such factors are propelling the growth of the market.
Additionally, beyond physical support, specialized fits that consider different breast shapes and needs are becoming an industry standard, as scientific research reveals that breast shape and tissue density can vary widely among women, impacting the effectiveness and comfort of different bra styles. Recognizing this, many brands now offer customized fittings and bras specifically designed for varied breast shapes, such as fuller, shallower, or asymmetrical profiles. By catering to these anatomical differences, companies enhance comfort and promote long-term breast health. Thus, this health-conscious approach has expanded the bra market.
However, the prevalence of low-cost options has also led to high price sensitivity among consumers, which restricts brands from investing in innovation. Developing unique materials or advanced support technologies requires significant investment, but many companies are reluctant to pursue these innovations when there’s a risk consumers may not pay extra for them.
As a result, the market is at risk of stagnation, with brands opting for more conventional designs to minimize risk rather than pushing for distinctive, innovative products. This has a limiting effect on brand differentiation and may reduce the overall growth potential in the industry. Thus, this price sensitivity can deter premium and innovative brands from sustaining long-term growth, obstructing the expansion of the market.
The activewear and athleisure trends in the U.S. and Canada have propelled the popularity of sports bras, contributing to overall market growth in the region. The established retail and e-commerce infrastructure of North America has a significant impact on the demand for bras, providing consumers with convenient access to a diverse selection of brands and varieties.
Therefore, the North America segment acquired 27% revenue share in the market in 2023. In terms of volume, by the year 2.03 trillion units of bra are expected to be utilized by this region. The growing emphasis on body positivity and inclusive sizing has encouraged brands to expand their offerings, appealing to a broader audience across different body types and preferences. Additionally,
There is a rising demand for ergonomic support, with bras now tailored to accommodate diverse body shapes and needs. This includes options for fuller busts requiring additional support and bras for petite frames, which may need lighter padding or more delicate designs. These bras are ergonomically designed to provide comfort, promote appropriate posture, and alleviate strain on the back and shoulders. Hence, such factors are propelling the growth of the market.
Additionally, beyond physical support, specialized fits that consider different breast shapes and needs are becoming an industry standard, as scientific research reveals that breast shape and tissue density can vary widely among women, impacting the effectiveness and comfort of different bra styles. Recognizing this, many brands now offer customized fittings and bras specifically designed for varied breast shapes, such as fuller, shallower, or asymmetrical profiles. By catering to these anatomical differences, companies enhance comfort and promote long-term breast health. Thus, this health-conscious approach has expanded the bra market.
However, the prevalence of low-cost options has also led to high price sensitivity among consumers, which restricts brands from investing in innovation. Developing unique materials or advanced support technologies requires significant investment, but many companies are reluctant to pursue these innovations when there’s a risk consumers may not pay extra for them.
As a result, the market is at risk of stagnation, with brands opting for more conventional designs to minimize risk rather than pushing for distinctive, innovative products. This has a limiting effect on brand differentiation and may reduce the overall growth potential in the industry. Thus, this price sensitivity can deter premium and innovative brands from sustaining long-term growth, obstructing the expansion of the market.
Driving and Restraining Factors
Drivers
- Increased Demand for Comfort and Functionality
- Growing Awareness of Women's Health
- Rising E-commerce and Digital Transformation
Restraints
- Environmental and Ethical Concerns
- Intense Competition and Price Sensitivity
Opportunities
- Rise in Athleisure and Sportswear
- Integration of Innovative Materials and Technology
Challenges
- Substantial Fit and Sizing Challenges
- Cultural Taboos and Social Stigma
Material Outlook
Based on material, the market is classified into cotton, chiffon, silk, and others. The silk segment procured 17% revenue share in the market in 2023. In terms of volume, 1.49 billion units of silk bra are expected to be utilized by the year 2031. Silk bras attract consumers looking for elegance, softness, and a gentle feel against the skin, making them popular for special occasions or as luxury items. Silk’s natural sheen and lightweight properties offer a unique sensory experience, appealing to customers willing to invest in high-quality materials. As a result, the silk segment maintains a strong presence, driven by demand from consumers who prioritize sophistication and indulgence in their intimate wear.
Distribution Channel Outlook
On the basis of distribution channel, the market is divided into specialty stores, supermarkets & hypermarkets, online stores, and others. The supermarkets & hypermarkets segment recorded 28% revenue share in the market in 2023. In terms of volume, 1.40 billion units of bra are expected to be sold through supermarkets and hypermarkets by the year 2031. The supermarkets and hypermarkets segment has grown by offering convenience and accessibility, allowing consumers to purchase bras while shopping for other essentials. These outlets appeal to time-conscious customers who value efficiency, as they combine the availability of intimate apparel with a broader range of daily necessities under one roof.Product Outlook
By product, the market is segmented into t-shirt bra, sports bra, multi-way bra, adhesive bra, and others. The t-shirt bra segment witnessed 34% revenue share in the market in 2023. In terms of volume, 1.35 billion units of t-shirt bra would be utilized by the year 2031. T-shirt bras are known for their seamless design, which creates a smooth appearance under clothing, making them ideal for casual and professional wear. These bras prioritize comfort and invisibility under fitted garments, qualities that resonate with consumers seeking a versatile, go-to option. Their practicality and adaptability to various outfits and body types make t-shirt bras a staple.Regional Outlook
Region-wise, the market is analyzed across North America, Europe, Asia Pacific, and LAMEA. The Asia Pacific segment procured 43% revenue share in the market in 2023. In terms of volume, by the year 2031, 3.58 billion units of bra are expected to be utilized by this region. A combination of rising disposable incomes, rapid urbanization, and an expanding middle-class population fuels the regional market's growth. As more consumers in countries like China, India, and Japan gain purchasing power, there is increased demand for quality lingerie, including bras that offer comfort, style, and functionality. Local and international brands are responding by expanding their regional presence and catering to diverse preferences.List of Key Companies Profiled
- Victoria’s Secret & Co.
- Agent Provocateur (Fourmarketing Limited)
- MAS Holdings Limited
- Ann Summers Ltd. (Gold Group International Ltd.)
- Bluebella Ltd.
- Felina GmbH (Lauma Lingerie.)
- Hanky Panky Ltd.
- La Perla Fashion Holding N.V.
- PVH Corp.,
- Stella McCartney Limited
Market Report Segmentation
By Material (Volume, Million Units, USD Billion, 2020-2031)
- Cotton
- Chiffon
- Silk
- Other Materials
By Distribution Channel (Volume, Million Units, USD Billion, 2020-2031)
- Specialty Stores
- Supermarket & Hypermarket
- Online Stores
- Other Distribution Channels
By Product (Volume, Million Units, USD Billion, 2020-2031)
- T-shirt Bra
- Sports Bra
- Multi-Way Bra
- Adhesive Bra
- Other Products
By Geography (Volume, Million Units, USD Billion, 2020-2031)
- North America
- US
- Canada
- Mexico
- Rest of North America
- Europe
- Germany
- UK
- France
- Russia
- Spain
- Italy
- Rest of Europe
- Asia Pacific
- China
- Japan
- India
- South Korea
- Australia
- Malaysia
- Rest of Asia Pacific
- LAMEA
- Brazil
- Argentina
- UAE
- Saudi Arabia
- South Africa
- Nigeria
- Rest of LAMEA
Table of Contents
Chapter 1. Market Scope & Methodology
Chapter 2. Market at a Glance
Chapter 3. Market Overview
Chapter 4. Global Bra Market by Material
Chapter 5. Global Bra Market by Distribution Channel
Chapter 6. Global Bra Market by Product
Chapter 7. Global Bra Market by Region
Chapter 8. Company Profiles
Companies Mentioned
- Victoria’s Secret & Co.
- Agent Provocateur (Fourmarketing Limited)
- MAS Holdings Limited
- Ann Summers Ltd. (Gold Group International Ltd.)
- Bluebella Ltd.
- Felina GmbH (Lauma Lingerie.)
- Hanky Panky Ltd.
- La Perla Fashion Holding N.V.
- PVH Corp.,
- Stella McCartney Limited
Methodology
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