India's women's underwear market has huge potential to grow to $12 billion by 2025

Indian consulting firm RedSeer released a latest report , data showing that India's women's underwear market will reach US$6 billion in 2020 and US$12 billion by 2025, a 2-fold increase.

The report says that intimate apparel is one of the fastest growing apparel categories. This market includes underwear, athleisure wear , and ancillary garments such as shapewear and swimwear . In this area, the online women's intimate apparel market will grow sixfold over the same period , reaching $1.2 billion in five years.

Anil Kumar, co-founder and CEO, RedSeer Consulting said , “ There has been a clear shift in consumer behavior towards casual or loungewear. This has been further exacerbated by the pandemic as consumers, spending time indoors and working from home, opted for more comfortable wear, spent more on better quality clothes, and explored new ways of shopping, such as online selection. ”

Consumer research further confirms that a significant portion of female customers are likely to stick with their purchases after experiencing the convenience and high quality of such online products. Overall, online purchase intentions for women’s underwear across categories have increased by 5% to 10%, meaning there are great opportunities for direct-to-consumer brands in the future.

There are five main reasons for this shift :

Increased income and discretionary spending lead to higher consumption ;

More young women joining the workforce ;

The impact of social media ;

Convenience -driven online shopping ;

Exposure to more and better brands, new trends and occasions, and an increased willingness to try new styles .

It is worth noting that the penetration of digitalization and the deepening of brand awareness have led to significant growth in the women's underwear market in second-tier and above cities, which is estimated to be 1.5 times that of large cities .

The report also predicts that within the branded segment, several breakout categories are likely to witness the highest growth, with opportunities estimated to exceed $2.5 billion by 2025.

They are branded mid- to high-end underwear (innovative, affordable, high-quality underwear that is increasingly popular among women) , branded casual wear (including casual wear and sportswear) , and branded accessories (including swimwear and shapewear ).

India

market

underwear