US Thermal Underwear Market Size

Market Size Snapshot

Note – Market size depicts the revenue generated over the financial year

THUNDERBIRD MARKET SUMMARY: The U.S. underwear market is expected to reach $1.31 billion by 2032, from an estimated $76 million in 2024. This represents a compound annual growth rate (CAGR) of 7.10 percent during the forecast period. The growing demand for thermal underwear, fueled by a growing number of outdoor activities and the rising awareness of the benefits of thermal undergarments, is driving this growth. Also, advancements in fabric technology, such as moisture-wicking and lightweight materials, are enhancing the performance and comfort of thermal underwear, further attracting consumers. The major players, such as Under Armour, Patagonia, and Columbia Sportswear, are launching new products and forming strategic alliances to gain a larger market share. Also, the recent product launches featuring eco-friendly and smart fabrics, which offer greater functionality and comfort, are expected to drive the market growth. These strategic initiatives are expected to play a key role in shaping the competitive landscape of the thermal underwear market.

Regional Market Size

Regional Deep Dive

The United States market for undergarments is characterized by a wide range of products, with demand being driven by seasonality and increased awareness of the benefits of insulating materials. The market is influenced by factors such as regional climatic differences, growing outdoor leisure activities and the rise in popularity of athleisure wear. Brands are innovating with advanced materials and sustainable practices to meet consumers’ growing demand for comfort and functionality.

Europe

• In Europe the inclination to choose natural and breathable underwear is increasing. Wool is gaining ground in the field of thermal underwear, and brands like Icebreaker and Patagonia, which use merino wool and recycled materials, are leading the way.
• In Europe, the new labeling and tracing regulations and the new sustainable development regulations are forcing manufacturers to be more transparent in their sourcing and production practices. This is expected to change the competitive landscape in the underwear market.

Asia Pacific

• The growing popularity of winter sports in countries like Japan and South Korea is driving demand for high-performance thermal underwear, with local brands such as Montbell innovating to meet the specific needs of these markets.
• Increased disposable income and changing lifestyles in emerging economies like China and India are leading to a surge in demand for thermal wear, as consumers seek quality and comfort in their clothing choices.

Latin America

• In Latin America, the thermal underwear market is experiencing growth due to increased participation in outdoor activities and sports, particularly in countries like Argentina and Chile, where colder climates are prevalent.
• Brands are beginning to introduce region-specific designs and materials that cater to local preferences, with a focus on affordability and accessibility, which is expected to broaden the consumer base.

North America

• The emergence of e-commerce platforms has changed the consumption behavior of consumers in North America. For example, Amazon and Walmart have enlarged the supply of underwear, and consumers have access to more styles and brands.
• Companies like Under Armour and Patagonia have developed fabrics with wicking properties and which don’t smell, thus enabling them to sell to both outdoor people and the average person.

Middle East And Africa

• In the Middle East, the demand for thermal underwear is influenced by the region's extreme temperature variations, particularly in mountainous areas, leading to a niche market for specialized thermal products.
• Local brands are beginning to emerge, focusing on lightweight and breathable thermal wear suitable for both indoor and outdoor activities, catering to the unique climate and cultural preferences of the region.

Did You Know?

“Did you know that thermal underwear can help improve athletic performance by regulating body temperature and reducing muscle fatigue during cold weather activities?” — National Institute of Health

Segmental Market Size

The United States underwear market is a stable sector of the broader clothing industry, driven by increasing consumer demand for comfort and warmth during the colder months. There are several factors that will propel this market, including the rising number of consumers who are concerned about their health and are seeking out thermal solutions for outdoor activities. Also, new fabrics are being developed that can wick away moisture and provide additional warmth. Brands like Under Armour and Patagonia are at the forefront of this trend, with a focus on performance and lifestyle. These products have a wide appeal among consumers of all ages, especially outdoor enthusiasts and athletes. The most common uses are for winter sports, outdoor work, and everyday wear, with notable products like Smartwool’s merino wool base layers. And finally, the trend toward eco-friendly products and materials will continue to drive the market, as consumers will increasingly prefer to wear sustainable products. The use of recycled materials and smart textiles will also continue to be a key trend in the evolution of the market, ensuring that thermal underwear remains relevant and continues to have a wide appeal.

Future Outlook

The U.S.A. The market for underwear is set to grow at a CAGR of 7.01% from 2024 to 2032, from US$766m to US$1.32b. The trend is based on an increase in the awareness of the benefits of underwear, especially in the context of climate change and erratic weather. As a result, the penetration of thermal underwear will increase, and the penetration rate is likely to reach around 30% of the adult population by 2032, up from about 20% in 2024. The shift is particularly evident among outdoor enthusiasts and people in colder regions who have started to prioritise functionality in their wardrobes. The market is also expected to benefit from a number of technological developments, such as the development of moisture-wicking fabrics and enhanced insulation technology. These developments will align with the growing consumer preference for sustainable products and production processes. The rise of e-commerce will also make it easier for consumers to access a wider variety of thermal underwear, and allow brands to reach a broader audience. Under these conditions, the U.S.A. The market for underwear is set to grow. Underwear will be a major beneficiary of the trend towards a more sustainable way of life.