This study analyses the French market for women’s daytime lingerie, focused on bras, bralettes, panties, briefs, thongs, bodysuits and shapewear. It compares several measures of market size, tracks the structural decline of corsetry and distinguishes trends by category, channel and use. Purchases of women’s lingerie reach 1,47 billion euros in 2024 across all channels according to Kantar, down 4 % in value, while consumption of bras and corsets measured by Insee stands at 1,03 billion euros in 2025 in France, a decline of 21,4 % compared with 2019. The study also shows how comfort is reshaping supply: in the first half of 2025, bralettes rose by 20 % in value and by 27 % in volume, extending the rise of wire-free products. The document sheds light on purchasing behaviour, price levels by product, the growth of menstrual underwear and the barriers to repair and second-hand purchases. It compares the positions of Etam, RougeGorge, E.Leclerc, DIM, Chantelle, Aubade, Simone Pérèle, Onivers
