Summary of our market study

The global swimwear market was valued at $19.8 billion in 2021 and is expected to reach $26.86 billion in 2026, representing an average annual growth rate of 6.29%.

The European market will be worth around €5 billion in 2022, and the French market is estimated at between €200 and €300 million.

Growth is fuelled by demographic expansion, increasing participation in water-based leisure activities and demand for high-quality products.

The French swimwear market is growing at a time when the overall clothing sector is in decline.

The introduction of innovative, environmentally-friendly materials is appreciated by consumers.

France is a net importer of swimwear.

Trends and dynamics in the French swimwear market

The swimwear market includes products for men and women, as well as technical and leisure swimwear.

Women account for three quarters of swimwear customers.

The women's swimwear market showed an upward trend, with 11.5 million pieces sold, an increase of 5.3%. Sales are between 225 and 235 million euros, and are tending to fall under the pressure of aggressive pricing by fast-fashion newcomers.

Consumer preferences play a key role in the market's evolution. Women prefer one-piece swimwear, which accounts for a significant proportion of sales.

The men's sector, although smaller, is expanding, with growth of 7.4%

Seasonality has a considerable impact on sales, with peak interest in the summer months (June, July and August).

Buying criteria vary from gender to gender, but appearance, fit and price are important factors. Women are particularly concerned with the fit of swimwear. Trying on products is a decisive factor in the purchasing decision.

Most clothing production is outsourced abroad, mainly to Asian countries.

France maintains a small production base, mainly in the luxury sector.

Technical fabrics with chlorine-resistant and elastic characteristics are in high demand.

Regulations also play a role, with strict requirements for labeling, recycling and commercial practices.

Key players shaping the swimwear landscape

Offerings are aimed at different market segments, from high-end luxury to sportswear giants, specialty boutiques and online retailers.

Luxury brands:

  • Eres, known for its iconic, elegant silhouettes
  • Vilebrequin brings a touch of Côte d'Azur glamour
  • Pain de Sucre offers a range that combines sexy with elegance

Consumer products

  • Princesse Tam Tam, Mon petit bikini, Etam and Undiz offer cutting-edge swimwear options without the luxury label.

Athletic prowess in aquatic sportswear

  • Speedo and Arena sports brands
  • Decathlon, Intersport, Go Sport general sporting goods retailers

Online retailers

  • Zalando and Noo

Get all the information you need
to understand this market

Detailed content of our market study


  • Number of pages : ~ 40 pages
  • Format : Digital and PDF versions
  • Last update :
Update Details

Summary and extracts

1 Market overview

1.1 Presentation of the swimwear market

The swimwear market in France refers to the economic activity related to the production and sale of swimwear, with a focus on women's and men's swimwear. It is a garment intended to be worn in the water, particularly for swimming or recreational bathing. The swimwear market includes different products for men and women, in particular briefs and shorts, as well as one-piece swimsuits, bikinis and trikinis.The swimwear market can thus be divided into two main categories

  • "technical" swimwear used by swimmers in the pool or by athletes
  • "leisure" swimwear used for swimming in the sea and on the beach

The market can also be segmented by:

  • Type of swimwear: women's swimwear, men's swimwear, goggles, swim caps
  • Sales distribution channel (online and physical stores)

In 2020, the global swimwear market accounted for USD 19.5 billion despite huge losses due to the Covid-19 health crisis in the same year, and is expected to reach USD 27.6 billion by 2027. The European market, on the other hand, will invoice almost 5 billion euros in 2022. The global dynamic is driven by population growth, the development of seaside and poolside activities, particularly in developing countries, as well as the move upmarket to meet the growing demand for increasingly sophisticated products.

The French swimwear market grew by 1.3% in 2017 but is part of an overall apparel market characterized by a structural decline in consumption. The swimwear segment is less affected than the rest of apparel but its growth remains particularly fragile in the domestic market. However, swimwear market players can count on dynamic exports and several important growth drivers, in particular the digitalization of the sector and the development of eco-responsible and ethical products, for which demand continues to grow.

1.2 A constantly growing global market

In ****, the global swimwear market was valued at $**.* billion. It is expected to reach $**.** billion by **** growing at a CAGR of *.**%,

Swimwear Market Size Evolution World, ****-****, US$ billion CAGR: +*.* Source: ****

The growth of the global market is mainly driven by the increase in population, the rise in water activities and ...

1.3 A fragile market

The swimwear market in France, does not experience the same changes in volume or value.

According to Kantar, in **** **.* million pieces were sold over the past year, an increase of *.*%. But the sector's turnover, for its part, fell by *.*%, to *** million euros.

This decrease in prices is driven by an ever-increasing ...

1.4 International Trade

The data provided by Customs was obtained from the following codes:

French trade balance in swimwear France, ****-****, in millions of euros and in % Source: ****

France is a net importer of swimwear, but its coverage rate has greatly improved between **** and ****, gaining **.* percentage points.

2 Analysis of the demand

2.1 Consumer profile

A majority of women

The women's segment is dominant and accounted for **.**% of swimwear sales in France in **** (***).[***]

In ****, **.* million pieces for women were sold nationwide for a total of *** million euros, an annual decline of *.**%.[***]

Women's swimwear market size France, ****-****, in millions of euros and items Source: ****

However, the ...

2.2 Determinants of demand

Seasonality of sales

The results shown in the graph below reflect the proportion of searches for a given keyword in a specific region and time period, relative to the region with the highest usage of that keyword (***). Thus, a value of ** means that the keyword was used half as often in ...

2.3 Demand trends

In the short term: The models in vogue

Regarding the models in vogue in recent years, several types of items stand out:

The one-piece swimsuit The high-waisted bikini The printed swimsuit The minimal bikini The underwire bikini [***]

In the long term: Eco-responsible, ethical fashion for everyone

In the longer term, a ...

2.4 The budget allocated to swimwear

Number of people buying swimwear by expenditure France, ****, in thousands of people eur Source: ****

In ****, approximately *.* million people spent between ** and ** euros on women's swimwear.

Number of people buying men's swimwear by expenditure France, ****, in thousands Source: Kantar Media TGI In ****, an estimated *.* million people will have spent between * and ** euros ...

3 Market structure

3.1 Globalized production

The diagram below describes the different stages of the ready-to-wear value chain as it applies to the swimwear market. Using raw materials, textile producers manufacture and supply these textiles to swimwear producers. These producers make collections of products that are then distributed through various channels to the end users, namely French ...

3.2 Swimsuit distribution

There are several distribution channels:

Sports brands: Decathlon, Intersport, Go sport... Ready-to-wear brands that offer a swim line: Specialized swimwear and lingerie brands: Etam, Triumph International, Le Slip Français, Princesse TamTam, Undiz... Generalist ready-to-wear brands: H&M, C&A, Zara, Kiabi, Célio... Specialist swimwear brands: Eres, Pain de Sucre, ...

3.3 Increasingly digital newcomers

Like the overall apparel market, online shopping as well as the influence of the Internet on these purchases is growing rapidly. Online purchases of swimwear thus recorded a *.*% increase in value between **** and ****, now representing **.*% of overall swimwear sales. Sales channels of the swimwear market in France   Source: Fashion Network The ...

3.4 Interview with Constance d'Amécourt, founder of Happy Duck

Marie: Welcome to the Niche, the podcast that analyzes the niche market with the entrepreneurs who are shaking things up. I'm Marine and I work at Businesscoot, the startup that dusts off market research before you start. Subscribe to our podcast on Spotify and Apple Podcast. And now, let's get to ...

4 Analysis of the offer

4.1 Types of products

Materials, cuts, colors, fabrics and trends are the different parameters and criteria essential to the manufacture of a swimsuit, which will constitute the width and depth of the offer of this sector.

Evolving over time, the swimsuit has undergone many changes according to fashion, the evolution of our societies and sports ...

4.2 Swimsuit prices

Two effects are cataclysmic to the swimwear market in France:

On the one hand, the growing weight of generalist ready-to-wear chains in swimwear sales (***) have put downward pressure on prices in recent years.[***] On the other hand, the growing demand for increasingly sophisticated products and the development of the eco-responsible and ...

5 Regulation

5.1 A strict regulatory framework for remuneration, recycling and openness

Remuneration governed by collective agreement

Swimwear is part of the collective agreement "manufacture of other clothing and accessories" NAF / APE code ****** and ******.

Integration of textile regulations

The labeling of clothing is covered by the European regulation ****/**** which sets the conditions and rules for the labeling and marking of textile products. Since ...

6 Positioning of the actors

6.1 Segmentation

  • Eres
  • Vilebrequin (G3 Apparel goup)
  • Princess Tam Tam (Uniqlo Groupe)
  • Le slip Français
  • Mon petit bikini
  • Etam Lingerie
  • Arena
  • Go Sport France
  • Intersport France
  • Sarenza
  • Zalando
  • LCS Groupe Le Maillot Français
  • Arthur
  • Le Coq Sportif (LCS International)
  • Nabaiji (Decathlon)
  • Roxy
  • Seafolly
  • Sundek
  • DNuD
  • Triangl
  • Ysé (Etam Groupe)
  • Anja
  • Paul Smith
  • Kiwi
  • Volcom
  • Billabong
  • Banana Moon

List of charts presented in this market study

  • Size of the global swimwear market
  • Size of the French market for women's swimwear
  • Women's preference for the type of swimsuit
  • Market share of different women's swimwear
  • Consumption of women's swimwear in the domestic market
Show more Hide

All our studies are available online in PDF format

Take a look at an example of our research on another market!

Do you have a question about this study?   +44 238 097 0676

Latest news

Ysé opens 6 stores in France - 11/05/2024
  • Ysé created 12 years ago
  • 7th boutique inaugurated in February
  • Announcement of 6 new boutiques planned for summer
  • Doubling of Ysé's retail presence in France by 2023
  • Sales doubled since merger with Etam group 5 years ago
  • 40% growth
  • Opening of future boutiques in London and Brussels in 2024
Intersport and Go Sport hot on Decathlon's heels in France - 11/04/2024
  • Stabilization of like-for-like sales last year at Intersport.
  • Increase in sales following the acquisition of Go Sport: 3.65 billion euros, i.e. **an increase of 11.2% compared with 2022.
  • Projected openings: Between 15 and 20 new stores planned each year
Paris 2024: Le Coq Sportif gets back in touch with Olympism - 12/01/2024
  • Le Coq Sportif will be supplying around 400,000 items for the Paris Olympic and Paralympic Games.
  • The outfits will be supplied for around 4,000 people, including 840 athletes (560 for the Olympics and 280 for the Paralympics).
  • Le Coq Sportif's Romilly-sur-Seine site employs 147 people.
  • Le Coq Sportif generated sales of 141 million euros in 2022, of which just under two-thirds in France.
  • The company is hoping for a 20-30% increase in sales with the Paris Olympics.
  • The organizers of the Paris 2024 Olympics plan to sell 2 billion euros worth of licensed products.
Le Slip Français, the daring bet of made in France - 09/11/2023
  • Le Slip Français was founded 12 years ago.
  • Le Slip Français has sales of 20 million euros.
  • On the French market, 3% of garments are made in France.
  • Le Slip Français achieves 40% of its sales during the Christmas period.
  • The company supports 300 jobs, 85 of them directly.
Intersport plans to sell around thirty of its stores - 07/11/2023
  • Around thirty Intersport stores could be sold to Schiever.
  • Intersport is France's second-largest sporting goods retailer.
  • Intersport is a cooperative of nearly 300 entrepreneurs.
  • The Intersport network comprises some 800 specialist stores.
  • Jacky Rihouet, CEO of Intersport, may sell 20 Intersport stores and five Intersport outlets that he owns.
  • Four Blackstore ready-to-wear stores and two Go Sport stores could also be sold to Schiever.
Zalando's challenges for growth on the European scene - 12/10/2023
  • Sales volume in 25 European markets: 14.8 billion euros
  • Sales: 10.4 billion euros
  • More than 16,000 employees, including over 3,000 in technology
  • 12 logistics sites in Europe and 3 under construction, including 1 in France, at Montereau-sur-le-Jard (77)
  • More than 50 million active customers
  • It references 7,000 brands Its market share by volume in online fashion in France is 3.4%, placing the company in 5th position, behind Vinted (12.6%), Amazon (9.1%), Shein (8.4%) and H&M (3.9%) (source: Kantar, 1st half 2023).

Companies quoted in this study

This study contains a complete overview of the companies in the market, with the latest figures and news for each company. :

Vilebrequin (G3 Apparel goup)
Princess Tam Tam (Uniqlo Groupe)
Le slip Français
Mon petit bikini
Etam Lingerie
Go Sport France
Intersport France
LCS Groupe Le Maillot Français

Choosing this study means :

Access to more than 35 hours of work

Our studies are the result of over 35 hours of research and analysis. Using our studies allows you to devote more time and added value to your projects.

Benefit from 6 years' experience and over 1,500 industry reports already produced

Our expertise enables us to produce comprehensive studies in all sectors, including niche and emerging markets.

Our know-how and methodology enable us to produce reports that offer unique value for money.

Access to several thousand articles and paid-for data

Businesscoot has access to all the paid economic press as well as exclusive databases to carry out its market research (over 30,000 articles and private sources).

To enhance our research, our analysts also use web indicators (semrush, trends, etc.) to identify market trends and company strategies. (Consult our paying sources)

Guaranteed support after your purchase

A team dedicated to after-sales service, to guarantee you a high level of satisfaction. +44 238 097 0676

A digital format designed for our users

Not only do you have access to a PDF, but also to a digital version designed for our customers. This version gives you access to sources, data in Excel format and graphics. The content of the study can therefore be easily retrieved and adapted for your specific needs.

Our offers :

the swimwear market | France

89 €
  • What are the figures on the size and growth of the market?
  • What is driving the growth of the market and its evolution?
  • What is the positioning of companies in the value chain?
  • Data from several dozen databases

Pack 5 études (-15%) France

75.6 € / study
378 € instead of 445 € -15%
  • 5 études au prix de 75,6€HT par étude à choisir parmi nos 800 titres sur le catalogue France pendant 12 mois
  • Conservez -15% sur les études supplémentaires achetées
  • Choisissez le remboursement des crédits non consommés au terme des 12 mois (durée du pack)

Consultez les conditions du pack et de remboursement des crédits non consommés.


Do you have a question ?
Our team is at your disposal at   +44 238 097 0676