51%
Say fiber has a great
deal of influence in
intimates purchases.
SUPPLY
CHAIN
INSIGHTS
INTIMATES
COTTON INCORPORATED’S
ith $194 billion in projected sales by 2023, the global market for intimate
apparel is robust. Growth of 25% or more is expected across major markets
over the next five years, driven by expanding purchasing power in
developing markets and increased customization elsewhere. Motivate consumers
with new cotton-rich product offerings, customized fits, and performance
enhancements.
W
KEY INSIGHTS
INDUSTRY OUTLOOK
2018-2023
*
*
2023 Projected Sales, in Billions
GLOBALLY
$194
1
$63.9
+32%
U.S.A.
$2.5
+36%
MEXICO
$29.9
+25%
CHINA
growth
growth
growth
Intimate apparel is a consumer wardrobe staple.
Consumers are satisfied with offerings and have
their ‘go-to’ favorite styles and brands.
33 22
menwomen
Fiber content matters to consumer purchases
and many are concerned that manmade fibers
have replaced cotton in intimate apparel.
Brands can energize consumers by adding
performance features to cotton-rich intimate
apparel, such as anti-microbial protection and
moisture management.
Purchase intimates
made of 100% cotton
Would pay more for at least
one performance feature
73%
93%
Intimate Apparel
Ownership
growth
arket challenges are balanced by market opportunities. Consumers are
comfortable shopping for intimate apparel with little embarrassment to the
process. They shop often, as 71% say they plan to buy intimate apparel in
the next month, and prefer to shop in-person as they look for cotton-rich intimates
for all occasions. Performance features, such as antimicrobial protection, odor
resistance, or moisture management, motivate purchases and add value to intimate
apparel.
M
MARKETOPPORTUNITIES
MARKETCHALLENGES
46%55% 48%53%
Inspired by
what they
already know
and like.
Stick to
same
styles.
Stick to
same
brands.
Say shopping
for intimates
is not their
favorite.
LACK OF ENTHUSIASM FOR NEW IDEAS
CONCERNED ABOUT MANMADE FIBERS
Consumers cite health, allergies,
comfort, and preference for cotton.
63%
39%
31%
69% 86%
MEXICOU.S.A. CHINA
intimates all apparel
60%
68%
CONSUMERS WHO PREFER TO
SHOP IN-STORE FOR INTIMATES
15%
say they are “a little
embarrassed” to buy
intimates
27%
say they have a difficult
time finding intimates
to meet needs
+29%
OPPORTUNITYSPOTLIGHT
but...
12%
21%
24%
59%
18%
33%
45%
68%
25%
76%
higher
embarrass-
ment
more
difficulty
finding
intimates
greater
purchase
frequency
(plan to
purchase in
next month)
more
adventurous
(stick with
same styles)
look to social
media for
inspiration
women <35
women >35 and men
YOUNG WOMEN
TOP PERFORMANCE FEATURES
73%
Anti-
microbial
70%
Moisture
Management
69%
Odor
Resistance
69%
Stretch
74%
Odor
Resistance
72%
Moisture
Management
70%
Anti-
microbial
70%
Easy
Care
women men
Cotton Council International and Cotton Incorporated’s 2018 Intimate Apparel and 2018 Global
Lifestyle Monitor surveys. In 2018, 3,800 consumers from the U.S., China, and Mexico were surveyed.
Additional Sources:
1
Euromonitor International. ©2019 Cotton Incorporated.