Taiwan Underwear Market Size, Share, Trends and Forecasts 2031

Key Findings

• The Taiwan Underwear Market is expanding steadily due to rising fashion consciousness, premiumization trends, and increasing focus on comfort and hygiene.
• Growing adoption of sustainable fabrics, moisture-wicking materials, and seamless designs is transforming product innovation in Taiwan.
• E-commerce platforms and direct-to-consumer (D2C) brands are driving rapid digital adoption and online underwear purchases.
• Growth of athleisure and body-positive fashion trends is influencing underwear design, fit options, and inclusive sizing.
• Increasing penetration of branded and premium underwear among young consumers is boosting segment profitability.
• Innovations in shapewear, functional innerwear, and performance underwear are expanding market demand in Taiwan.
• Rising awareness of personal hygiene and hygiene-focused marketing campaigns are supporting market expansion.
• Collaborations between textile innovators and apparel brands are shaping fabric technology advancements in Taiwan.

Taiwan Underwear Market Size and Forecast

The Taiwan Underwear Market is projected to grow from USD 14.2 billion in 2025 to USD 23.9 billion by 2031, reflecting a CAGR of 8.6% during the forecast period. Growing acceptance of premium and functional underwear, coupled with rising disposable incomes, is significantly driving market demand. Expansion of e-commerce channels and social-media-driven brand engagement are rapidly transforming purchasing behavior. Consumers are increasingly prioritizing comfort, durability, and sustainability, prompting manufacturers to adopt organic cotton, bamboo fibers, modal fabrics, and recycled materials. As the fashion industry shifts toward personalization and inclusive sizing, Taiwan is likely to witness strong growth across men’s, women’s, and unisex underwear segments.

Introduction

Underwear comprising innerwear such as briefs, panties, bras, boxers, shapewear, camisoles, and thermal wear is an essential apparel category with high daily usage frequency. In Taiwan, the underwear market is evolving due to shifting lifestyle patterns, rising preference for comfortable clothing, and growing influence of global fashion trends. Manufacturers are focusing on breathable fabrics, ergonomic designs, seamless construction, and enhanced stretch materials to improve comfort and functionality. The rise of online shopping, subscription-based underwear services, and influencer-driven marketing is introducing consumers to new styles and premium brands. As demand strengthens across both basic and premium segments, the underwear industry is becoming a key component of the broader fashion and apparel ecosystem in Taiwan.

Future Outlook

By 2031, the Taiwan Underwear Market will be shaped by advancements in fabric technology, size inclusivity, sustainability, and digital retail innovation. Smart underwear equipped with moisture sensors, temperature regulation features, and odor-control technologies will gain traction. D2C brands will increasingly dominate through personalization tools, virtual fitting rooms, and AI-powered size recommendations. Sustainable and ethically sourced materials will capture a larger share of the market, supported by eco-conscious consumer preferences. Growth in athleisure, fitness culture, and lifestyle wellness will further expand demand for performance underwear. Taiwan is poised to become a major market for functional, stylish, and technologically enhanced underwear products.

Taiwan Underwear Market Trends

• Growing Demand for Sustainable and Eco-Friendly Fabrics
  Sustainability is becoming a core focus across the underwear market in Taiwan, with consumers increasingly preferring eco-friendly materials such as organic cotton, bamboo, modal, Tencel, and recycled fibers. These fabrics offer enhanced breathability, durability, and a soft feel, making them ideal for intimate wear. Brands are adopting environmentally responsible dyeing processes and biodegradable packaging to strengthen their sustainability profiles. This trend is driven by heightened consumer awareness about textile waste, skin-friendly materials, and ethical production. Manufacturers are integrating certifications and transparency in sourcing to appeal to environmentally conscious buyers. As sustainability becomes mainstream, eco-friendly underwear lines will see strong long-term demand in Taiwan.

• Rise of Inclusive Sizing, Gender-Neutral Designs, and Body-Positive Fashion
  Inclusive sizing and body-positive branding are reshaping consumer expectations, prompting underwear brands in Taiwan to offer extended size ranges and diverse fits. Gender-neutral underwear designs are gaining popularity among younger consumers seeking comfort and identity-neutral apparel. Brands are using realistic models, diverse body types, and unedited campaigns to promote positive self-image. This trend reflects a cultural shift toward acceptance and representation across fashion. Underwear designed for various body shapes, mobility needs, and comfort preferences is becoming a key differentiator. As inclusivity strengthens brand loyalty, more companies will expand their size offerings and adopt body-positive design philosophies.

• Expansion of Functional and Performance-Oriented Underwear
  Demand for performance underwear is rising in Taiwan due to increased participation in fitness, outdoor activities, and health-oriented lifestyles. Functional underwear with moisture-wicking technology, quick-dry materials, antimicrobial treatments, and ergonomic compression is becoming more common. Athletes and active consumers prefer underwear that supports breathability, stretch, and odor resistance. These features are also gaining popularity for daily wear due to rising heat and humidity levels in urban environments. As athleisure continues to grow, performance underwear will remain a major trend driving innovation in fabric engineering and comfort design.

• Growing Influence of E-Commerce, Subscription Models, and D2C Brands
  Online underwear sales are rising sharply in Taiwan due to faster delivery, easy returns, privacy in shopping, and wide product availability. Direct-to-consumer brands use targeted social media campaigns, influencer marketing, and personalized shopping tools to attract customers. Subscription-based underwear services are gaining traction by offering convenience, curated packs, and affordable pricing. Virtual try-on tools and size calculators reduce fitting concerns, enhancing online conversion rates. As consumers embrace digital-first experiences, e-commerce will continue to dominate underwear sales across Taiwan.

• Technological Advancements in Comfort, Fit, and Material Science
  Innovations in seamless knitting, 4D stretch materials, and laser-cut construction are improving comfort and fit in modern underwear. Smart textiles incorporating temperature regulation, moisture sensors, and enhanced odor control are emerging in premium categories. Brands are investing in pressure-mapping technologies to design underwear with optimized support and reduced chafing. Improvements in bra cup engineering, wire-free support systems, and breathable waistbands are enhancing user experience. These advancements highlight the industry's focus on combining technology with comfort-driven apparel innovation.

Market Growth Drivers

• Increasing Urbanization, Growing Workforce, and Lifestyle Changes
  Urban lifestyles, rising employment rates, and increased daily mobility are boosting underwear demand across Taiwan. Consumers with busier routines prioritize comfortable, durable, and visually appealing innerwear. The shift toward western clothing styles and greater fashion awareness further promote market expansion. As more individuals adopt modern lifestyles, underwear consumption patterns become more frequent and diverse, fueling sustained growth across both basic and premium categories.

• Rising Middle-Class Population and Higher Disposable Income
  Growth in the middle-income demographic is increasing affordability and willingness to purchase premium, stylish, and branded underwear in Taiwan. Improved living standards encourage consumers to upgrade from basic innerwear to comfort-focused and fashion-rich designs. The appeal of premium quality fabrics and well-known international brands is rising across urban and semi-urban areas. As disposable incomes rise, market penetration and average spending per consumer continue to increase.

• Increasing Awareness of Personal Hygiene and Comfort
  Hygiene awareness campaigns, health consciousness, and modern marketing strategies have elevated consumer understanding of underwear quality and replacement frequency. Consumers are opting for breathable fabrics, anti-odor treatments, and moisture-resistant underwear to maintain hygiene. This shift is especially evident among young consumers and fitness enthusiasts. Improved hygiene awareness continues to be a major driver of segment expansion.

• Expansion of Organized Retail and Fashion Brands
  Growth of fashion retail chains, specialty stores, and mall-based outlets has expanded product availability and consumer exposure in Taiwan. Fashion brands offering coordinated innerwear sets, seasonal designs, and promotional bundles attract buyers seeking variety. Organized retail enhances product visibility and supports premium branding. This driver strengthens brand competition and product diversification across the market.

• Growth in Women’s Innerwear and Shapewear Categories
  Women's innerwear including bras, seamless panties, shapewear, and maternity wear accounts for a significant share of market growth. Increasing fashion awareness, rising workforce participation, and higher emphasis on comfort and aesthetics are boosting demand. The shapewear category is expanding due to greater social media influence and rising interest in contouring apparel. This strong demand from women’s segments plays a vital role in elevating overall market revenue.

Challenges in the Market

• Intense Competition from Unorganized and Low-Cost Local Brands
  The presence of unorganized local manufacturers offering low-priced underwear creates strong price pressure for premium and mid-tier brands. These low-cost alternatives often attract price-conscious consumers, especially in rural and semi-urban regions of Taiwan. The challenge for established brands is to differentiate through quality, comfort, and design without compromising affordability. Competition from the unorganized sector continues to limit premium penetration.

• Sizing Inconsistencies and Fit-Related Issues
  Variations in body shapes, fabric elasticity, and brand-specific sizing charts lead to inconsistent fit outcomes, especially in bras and shapewear categories. Poor fit reduces consumer satisfaction and return rates increase in online sales. Addressing these issues requires investment in standardized sizing, personalized fitting tools, and advanced pattern engineering. Fit consistency remains a critical challenge affecting brand loyalty.

• Rising Raw Material Prices and Supply-Chain Fluctuations
  Volatility in cotton, elastane, and specialty fiber prices affects manufacturing costs for underwear brands in Taiwan. Supply-chain disruptions such as labor shortages, transportation delays, and import dependency impact production schedules. Manufacturers must optimize sourcing and adopt flexible supply strategies to mitigate these uncertainties. Cost fluctuations continue to challenge profitability and price stability.

• Limited Awareness of Premium and Specialized Underwear
  Many consumers, particularly in price-sensitive markets, remain unaware of the benefits of premium underwear such as moisture control, ergonomic support, and seamless comfort. This limits adoption of functional and performance innerwear. Awareness campaigns and product education are necessary to expand premium demand. The challenge lies in shifting consumers from basic utility-centric purchases to value-driven selections.

• Counterfeit Products and Brand Imitation
  The underwear market faces the growing problem of counterfeit products mimicking major brands through poor-quality fabrics and low-cost designs. These products mislead consumers and degrade brand reputation. Combating counterfeiting requires stronger tracking technologies, authentication tools, and awareness efforts. Counterfeit circulation remains a persistent challenge affecting brand trust.

Taiwan Underwear Market Segmentation

By Product Type

• Men’s Underwear (Briefs, Boxers, Trunks, Thermal Wear)

• Women’s Underwear (Bras, Panties, Shapewear, Camisoles, Maternity Wear)

• Unisex & Gender-Neutral Underwear

• Kids’ Underwear

• Performance & Sports Underwear

• Thermal Underwear

By Fabric Type

• Cotton

• Modal

• Bamboo Fiber

• Nylon

• Polyester

• Spandex/Elastane

• Organic & Sustainable Fabrics

By Distribution Channel

• Supermarkets & Hypermarkets

• Specialty Stores

• Online & E-Commerce Platforms

• Direct-to-Consumer (D2C) Brands

• Department Stores

• Multi-Brand Retail Outlets

• Others

By Price Range

• Economy

• Mid-Range

• Premium

• Luxury

By End-User

• Men

• Women

• Children

• Unisex Consumers

Leading Key Players

• Calvin Klein

• Hanesbrands Inc.

• Jockey

• Victoria’s Secret

• Fruit of the Loom

• Uniqlo

• H&M

• Marks & Spencer

• Triumph International

• Under Armour

Recent Developments

• Calvin Klein expanded its sustainable underwear collection using recycled fabrics and eco-friendly dyeing technologies in Taiwan.

• Jockey launched a new line of moisture-wicking performance underwear for active consumers across Taiwan.

• Victoria’s Secret enhanced its inclusive sizing and body-positive campaigns, strengthening brand positioning in Taiwan.

• Hanesbrands Inc. introduced seamless underwear engineered for improved fit and softness in Taiwan.

• Uniqlo partnered with textile innovators to develop breathable, ultra-light innerwear suited for humid climates in Taiwan.

This Market Report Will Answer the Following Questions

1. What is the projected market size and CAGR of the Taiwan Underwear Market by 2031?

2. Which product segments and demographic groups are driving the highest demand in Taiwan?

3. How are sustainability, fabric innovation, and digital retail influencing underwear market growth?

4. What challenges affect sizing, raw material stability, and competition from unorganized sectors?

5. Who are the major players shaping innovation and brand competitiveness in the underwear industry?