UK Lingerie Market Size was estimated at 5.93 (USD Billion) in 2023.The UK Lingerie Market Industry is expected to grow from 6.4(USD Billion) in 2024 to 10.5 (USD Billion) by 2035. The UK Lingerie Market CAGR (growth rate) is expected to be around 4.604% during the forecast period (2025 - 2035).
Source: Primary Research, Secondary Research, MRFR Database and Analyst Review
The UK Lingerie Market has experienced a number of significant trends that are indicative of the changing societal landscape and consumer preferences. The growing demand for inclusivity and body positivity is an important market driver. Brands are now offering a broader selection of sizes and designs to accommodate all demographics, as UK consumers are increasingly informed and supportive of diverse body shapes and sizes. Additionally, this transition has been bolstered by numerous campaigns that advocate for self-love, which has led to a more comprehensive depiction of various body types in marketing materials. The increasing interest in sustainably and ethics presents an opportunity for exploration. UK consumers are increasingly aware of the environmental consequences of their purchases, which has led to the adoption of environmentally responsible practices by brands. These practices include the use of sustainable materials and transparent supply chains.
This presents a substantial opportunity for companies to attract eco-conscious consumers by emphasizing their dedication to sustainability. In recent years, there has been a significant increase in the popularity of online purchasing for lingerie as a result of the evolution of shopping habits and the advancements in e-commerce platforms. More consumers are opting to purchase from the comfort of their homes due to the convenience of buying lingerie online, as well as the availability of inclusive-size guides and virtual fitting rooms. In addition, the development of subscription services for lingerie has gained momentum, enabling consumers to receive curated selections that are customized to their preferences on a consistent basis.
Another substantial trend is the incorporation of technology, as brands employ augmented reality and personalization features to improve the shopping experience. The customized and interactive purchasing journey that consumers desire is not only aligned with this innovative approach, but it also engages them. Ultimately, these trends are indicative of a dynamic transformation in the UK lingerie market, which is being driven by consumer demands for innovative purchasing experiences, sustainability, and inclusivity.
UK Lingerie Market Drivers
Growing Demand for Sustainable and Ethical Products
The UK Lingerie Market Industry is experiencing a significant shift towards sustainability and ethical manufacturing practices. Increasing awareness among consumers about environmental issues has led to growing demand for lingerie made from sustainable materials, such as organic cotton and recycled fabrics. According to the UK government’s Environment Agency, the UK textile industry is responsible for around 3.1 million tonnes of CO2 emissions annually.
Initiatives by organizations like the Ethical Trading Initiative and the Sustainable Apparel Coalition are further pushing brands to adopt sustainable practices. This trend is expected to resonate particularly with younger consumers, who are more inclined to purchase from brands that demonstrate a commitment to ethical practices. As consumers prioritize sustainability, lingerie brands that adopt these practices could expect increased market penetration and consumer loyalty, subsequently driving growth in the UK Lingerie Market Industry.
Rising E-commerce Penetration
E-commerce has transformed the retail landscape, and the UK Lingerie Market Industry is no exception. A report by the Office for National Statistics revealed that UK online retail sales grew by 31.8% in 2020, largely accelerated by the COVID-19 pandemic, which required consumers to shop online. With increasing accessibility to online shopping platforms and improvements in delivery services, lingerie brands like Boux Avenue and Bravissimo are experiencing significant growth in online sales.
Furthermore, established e-commerce platforms are launching lingerie-specific segments, enhancing consumer choice and convenience. The growth of mobile commerce is also a contributing factor, as mobile sales accounted for nearly 50% of online sales in the UK. This shift towards e-commerce is projected to drive substantial growth in the UK Lingerie Market Industry as brands invest in their online presence to meet consumer demand.
Increase in Female Workforce Participation
The UK has seen a steady increase in female workforce participation, with recent data indicating that women now make up approximately 47% of the UK workforce, according to the Office for National Statistics. As more women enter the workforce, there is a corresponding increase in the demand for functional and comfortable lingerie that meets the needs of working professionals. Brands such as Marks Spencer have reported an uptick in legwear and everyday lingerie sales, particularly items that combine style and comfort, appealing to this working demographic.
This demographic shift is causing brands to innovate and diversify their product offerings, positively impacting growth in the UK Lingerie Market Industry. Furthermore, customized marketing campaigns targeting professional women are likely to enhance brand engagement and loyalty.
Health and Wellness Trends Influencing Lingerie Choices
Health and wellness trends are increasingly shaping consumer preferences in the UK Lingerie Market Industry. The growing emphasis on fitness and well-being has led to an increased demand for activewear lingerie, such as sports bras and comfortable panties that support an active lifestyle. Research from the UK Sports Council indicates that around 63% of women participate in some form of physical activity, which has directly influenced lingerie purchasing decisions.
Brands like Sweaty Betty and Victoria's Secret have responded by expanding their activewear lines to cater to this health-conscious demographic. Additionally, with the rise of body positivity movements, there is a greater focus on offering diverse sizing options, ensuring that women across all body types can find suitable and comfortable lingerie. As health and wellness trends evolve, they will continue to shape consumer preferences, leading to further growth in the UK Lingerie Market Industry.
The UK Lingerie Market is shaped significantly by various lingerie types, with Briefs, Bras, and Shapewear being the predominant categories. Briefs hold a major position within the market as they are a staple in most women's wardrobes, catering to a diverse range of needs from everyday comfort to intricate styles. This segment has seen a noticeable demand for eco-friendly materials, reflecting a broader trend toward sustainability among consumers in the UK.
Bras are also a significant component of the UK Lingerie Market, characterized by varying styles, sizes, and functionalities. The emphasis on inclusivity and comfort has driven innovations such as wireless bras and maternity-friendly options, which cater to a wider audience. In addition, the rise of online shopping has greatly expanded access to different bra types, promoting brands that prioritize fit and support for diverse body types. This shift not only reflects changing consumer preferences but also opens new avenues for market growth.
Shapewear has gained traction in recent years, responding to a growing demand for body-positive offerings that enhance, rather than alter, natural shapes. This segment is marked by its multifunctionality, where consumers seek garments that not only provide shaping but also comfort and ease of movement. The presence of popular celebrities and influencers endorsing shapewear brands has further amplified its desirability, making it a prominent choice for consumers looking for everyday solutions in their lingerie collection.
The UK Lingerie Market segmentation reveals the nuanced preferences of consumers, with varying trends influencing each lingerie type. With a balanced focus on quality, aesthetics, and functionality, the segments of Briefs, Bras, and Shapewear are set to continue evolving. The interplay of fashion trends, technological advancements in materials, and an increasing awareness of body diversity serves to enrich the UK Lingerie Market, providing ample opportunities for innovation and growth. As brands respond to these dynamics, consumer engagement is expected to deepen, solidifying the importance of these lingerie types within the broader market landscape.
Source: Primary Research, Secondary Research, MRFR Database and Analyst Review
The UK Lingerie Market is poised for growth, with significant trends shaping the Lingerie Price Range segment, which includes the Economy and Premium categories. The Economy segment caters to a price-sensitive demographic, offering affordability without compromising on quality, making it appealing to a broad audience. Meanwhile, the Premium segment attracts consumers seeking luxury, craftsmanship, and exclusive designs, addressing the increasing desire for personalization and high-quality lingerie in the UK.
This divergence in pricing strategy allows brands to target different consumer needs effectively, with Economy underwear often found in high street retail and Premium items available through specialized boutiques.
The focus on sustainability and ethical production in both segments is also gaining traction as consumers increasingly favor brands aligning with their values. Insights from UK Lingerie Market data indicate a shift towards online shopping, enhancing accessibility to various price ranges.
As e-commerce continues to expand, companies are leveraging digital platforms to showcase both Economy and Premium options effectively. With consistent growth drivers like social media influence and changing body-positive narratives, the UK Lingerie Market segmentation is expected to evolve, presenting new opportunities for brands to innovate and cater to diverse consumer preferences.
The Lingerie Distribution Channel within the UK Lingerie Market showcases a dynamic landscape marked by both Store-Based and Non-Store-Based approaches. Store-based channels continue to play a significant role, offering consumers the ability to experience products directly, thus enhancing consumer trust and satisfaction.
The tactile nature of lingerie contributes to in-store purchasing preferences, as customers seek comfort and fit before committing to a purchase. Conversely, Non-Store-Based channels, including online retail, have experienced significant growth in recent years.
This shift can be attributed to the convenience of online shopping, wider variety, and often competitive pricing, which appeals particularly to younger demographics and urban consumers. The rise of e-commerce has fostered a transformative shopping experience, allowing brands to reach a broader audience while providing personalized recommendations through data analytics.
As the market evolves, the integration of omnichannel strategies has emerged, enabling retailers to combine the strengths of both distribution methods to enhance customer experience.The blend of these channels illustrates the adaptability of the UK Lingerie Market, ensuring that it meets the diverse preferences of its consumers while reflecting changing shopping habits.
The UK lingerie market exhibits a dynamic landscape characterized by a mix of traditional brands and emerging labels, contributing to a vibrant, competitive environment. Various consumer trends, including the growing emphasis on body positivity, inclusivity, and sustainability, influence this market. With increasing disposable income, UK consumers are seeking not just functional lingerie but also products that enhance their personal style and confidence.
The competitive insights here reveal that brands are innovating in terms of designs, materials, and shopping experiences, with a strong focus on digital marketing and e-commerce. Additionally, retailers are leveraging social media platforms to engage with consumers and foster brand loyalty, as well as investing in personalized services to cater to individual preferences. As these factors evolve, the competition remains fierce among established players and newcomers alike, resulting in continuous innovation and growth in the sector.
Dove’s presence in the UK lingerie market capitalizes on its core brand philosophy, which emphasizes self-esteem and body acceptance. Dove has successfully integrated these values into its lingerie offerings, promoting a diverse range of sizes and styles that cater to various body types. The brand's commitment to inclusivity resonates well with the modern consumer, who seeks products that relate to their identities and self-image.
This approach has helped Dove build a strong emotional connection with its audience, allowing the brand to carve out a significant niche within the competitive landscape. The company’s strengths lie in its widespread recognition and positive reputation, reinforced by successful marketing campaigns that advocate for body positivity. Additionally, Dove’s ability to adapt to emerging consumer demands effectively enhances its positioning in the UK lingerie market.
La Senza leverages its reputation as a youthful and fashion-forward lingerie brand in the UK market. Known for its trendy designs and vibrant styles, La Senza has established a strong presence among younger demographics who prioritize fashion alongside comfort. Key products include a diverse range of bras, panties, and sleepwear, focusing on innovation in fabric and design to attract consumers. The company’s strategic marketing efforts, including collaborations and targeted advertising, help maintain its competitive edge.
La Senza has engaged in partnerships and acquisitions that have bolstered its market presence, enhancing brand visibility within the competitive lingerie landscape. Its strengths are rooted in understanding consumer preferences, responding to trends adeptly, and a focus on delivering quality products that meet the evolving needs of its target market. This commitment, coupled with an appealing brand identity, allows La Senza to maintain relevance and drive customer loyalty in the UK lingerie sector.
Key Companies in the UK Lingerie Market Include
UK Lingerie Market Industry Developments
The UK lingerie market has seen notable developments recently, with brands responding to shifting consumer preferences and economic conditions. In September 2023, Marks and Spencer reported a significant rise in lingerie sales, reflecting a growing demand for comfortable and inclusive offerings.
In contrast, Victoria's Secret is working to revamp its brand image following a decline in market share, focusing on inclusivity and body positivity. Additionally, Primark is expanding its lingerie range to tap into value-conscious consumers amidst the cost-of-living crisis affecting the UK.
Meanwhile, Savage X Fenty continues to attract attention for its innovative approach to diverse sizing and marketing strategies. There has been no reported merger or acquisition activity involving key players like Dove, La Senza, Bravissimo, and others in the lingerie segment. However, Boux Avenue has faced challenges and has been reevaluating its market strategy following fluctuations in consumer spending.
These developments illustrate a competitive market landscape where brands must adapt to remain relevant amidst changing consumer expectations and economic pressures, which have continued to shape the Lingerie market in the UK over the past two to three years.
Lingerie Market Lingerie Distribution Channel Outlook
Store-Based
Non-Store-Based
| Report Attribute/Metric | Details |
| Market Size 2023 | 5.93(USD Billion) |
| Market Size 2024 | 6.4(USD Billion) |
| Market Size 2035 | 10.5(USD Billion) |
| Compound Annual Growth Rate (CAGR) | 4.604% (2025 - 2035) |
| Report Coverage | Revenue Forecast, Competitive Landscape, Growth Factors, and Trends |
| Base Year | 2024 |
| Market Forecast Period | 2025 - 2035 |
| Historical Data | 2019 - 2024 |
| Market Forecast Units | USD Billion |
| Key Companies Profiled | Dove, La Senza, Bravissimo, Marks and Spencer, Savage X Fenty, Primark, Next, Victoria's Secret, Sloggi, Boux Avenue, Heidi Klum Intimates, Playtex, John Lewis, ASOS |
| Segments Covered | Lingerie Type, Lingerie Price Range, Lingerie Distribution Channel |
| Key Market Opportunities | Sustainable lingerie demand growth, Inclusivity in sizing and styles, Rise of online shopping platforms, Technological advancements in fabrics, Personalized lingerie shopping experiences |
| Key Market Dynamics | sustainable materials demand, shift to online shopping, personalization trends, branding, and aesthetics focus, inclusive sizing expansion |
| Countries Covered | UK |
Frequently Asked Questions (FAQ) :
The UK Lingerie Market is expected to be valued at 6.4 billion USD in 2024.
By 2035, the market is projected to reach a value of 10.5 billion USD.
The expected CAGR for the UK Lingerie Market from 2025 to 2035 is 4.604 percent.
In 2024, briefs are valued at 2.5 billion USD, bras at 2.8 billion USD, and shapewear at 1.1 billion USD.
By 2035, briefs will be valued at 4.0 billion USD, bras at 4.5 billion USD, and shapewear at 2.0 billion USD.
Major players in the market include Dove, La Senza, Bravissimo, Marks and Spencer, Savage X Fenty, and more.
The shapewear segment is expected to witness significant growth within the overall UK Lingerie Market.
Growing demand for innovative and diverse lingerie options is driving market opportunities.
The competitive landscape is expected to evolve with emerging brands focusing on sustainability and technology.
Challenges may include increased competition and changing consumer preferences in lingerie choices.
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Senior Research Analyst I have a bachelor's degree in mechanical engineering and an mba. i have more than two years of expertise in the retail, food, and beverage, chemical, and material industries, and hence have developed a sound cross-domain expertise. a firm believer in lifelong learning and sharing of knowledge. having a proclivity for hatching ideas and trying to absorb as much information as possible in a short amount of time. introducing corporates to the data and insight, which enables them to move from probability to possibility, has been my key areas of interest.
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