Market Overview

Based on retail values, the women’s underwear retail market declined slightly to 551.5 billion yen in 2024, representing 99.8% of the previous year’s result. This marked the third consecutive year of moderate decline. Although wireless bra sales continued to drive sales for each manufacturer, there was still a certain level of demand for traditional wired bras and shapewear. In response to the recent extreme heat caused by abnormal weather, functional underwear that allows breathability and wicks away moisture has become popular.

Based on retail values, the men’s underwear retail market shrank to 226.0 billion yen, which was 99.8% of the size of the previous year, marking the third consecutive year of decline. Because men’s underwear has fewer product variations than women’s, the market rarely generates new trends. Recently, however, more men have started taking care of their skin, hair, and bodies, and wearing makeup. Often called “biyo danshi” or beauty men, these men have started buying their own underwear.

Based on retail values, the legwear market shrank to 496.0 billion yen in 2024, which is 98.8% of the previous year’s size. Pantyhose used to be a staple for many women, especially office workers. However, the recent casualization of business attire has led many to consider pantyhose as less necessary item. Additionally, the pandemic reduced opportunities for outings and pantyhose purchases. This greatly damaged pantyhose sales. Even after the coronaviruses were classified as Class 5 under the Infectious Diseases Control Law, it has been difficult to restore pantyhose sales to their previous level.

Noteworthy Topics

Seasonal Difference in Underwear Product Development

Regardless of the season, all underwear manufacturers prioritize comfort. However, they must also consider the climate for each season, such as cold, heat, and moisture. The following are some common areas of focus in product development when choosing materials, functions, designs, and colors.

- Strategy for climate change adjustments and in-between seasons: Due to shorter winters and longer summers, companies are shifting from a conventional dual-season strategy (spring/summer and fall/winter) to a more detailed seasonal one.

- To deal with longer summers: Companies are strengthening their product development, prioritizing features such as cool-touch, moisture-wicking, and breathability. This focus is expanding beyond underwear to include a wider range of products, such as socks and everyday items.

- To deal with shorter winters: Companies are pursuing values beyond simple warmth, such as improving one's appearance with compression wear or maintaining moisture, in addition to retaining heat.   

Future Outlook

Based on the retail value, the size of the women’s underwear market is expected to stabilize at 551.0 billion yen in 2025, 99.9% of the previous year’s size. Due to a declining population and changing lifestyles, it is unlikely that the market size will return to pre-pandemic levels. Additionally, consumers' lower consumption intentions and savings-oriented mindsets persist. Without positive factors, the market is projected to level off or decline moderately.

The men’s underwear market size, based on the retail value, is forecast to decline slightly to 224.0 billion yen in 2025, 99.1% of the previous year’s size. Compared to women’s underwear, men’s underwear has less functional or design appeal, which makes it difficult for manufacturers to promote value-added products. The key to obtaining new customers may be to shift consumers’ purchasing motivations from low-priced products to products that provide a comfortable experience and high functionality.  

Research Outline