The lingerie market - Brazil

1.1 Market presentation

The lingerie market covers all women's underwear and nightwear. The footwear segment is also included in the scope of the study, while swimwear and men's underwear are excluded, each of these two markets being the subject of a full study.

We can divide the lingerie market into four segments: corsetry (bras, brassieres), daywear (underwear, corsets, garter belts), nightwear (lingerie, pyjamas) and footwear (stockings, tights). Corsets are the dominant segment, accounting for almost half of the market.

The global lingerie market is booming. It is expected to grow at a CAGR (combined annual growth rate) of 4.5% between 2021 and 2029. The European market represents 39% of the world market and is expected to grow at a similar rate to the world market.

According to the Brazilian Institute of Geography and Statistics (IBGE), the lingerie market in Brazil has shown solid growth in recent years. In 2022, the lingerie segment represented around 12% of the total value of the clothing market in the country, generating an estimated R$8.5 billion in revenue.

The Covid-19 crisis has largely affected the sector, to the detriment of physical stores and to the benefit of pure players and digital operators. The crisis has also highlighted the main purchasing criterion for lingerie: comfort. Consumers are showing a greater interest in products that offer adequate support without compromising on design.

At the same time, increased awareness of sustainability has led to a change in the practices of brands, which are adopting more ecological methods, whether in their choice of materials or in their production processes.