The evolution of the lingerie market reflects a growing demand for quality, creativity and product sustainability, reflection of a lifestyle that values well-being and personal balance.
With 2,01 billion euros in turnover in 2025, the lingerie market is reorganizing and reinventing itself. Faced with more reasoned consumption (-2,6 %), the sector is beginning a profound transformation towards greater quality and sustainability. This development results in a confirmed move upmarket (+3,1% on the average price), a sign that consumers are now favoring more thoughtful purchases and products with higher added value. On the other hand, customer experience and advice take back power. After a difficult year 2024, specialist chains in town centers and shopping centers mark their strong return to the lingerie market, regaining 2,6 points of market share to reach 30,9% of sales. They confirm their ability to meet consumers’ expectations in terms of advice, fitting and customer experience. Independent stores are also doing well with an increase of 0,4 point, proof that cutting-edge expertise and personalized service find their audience among a demanding clientele. in parallel, digital continues its steady progression with 21% market share (+0,5 point), demonstrating the complementarity of distribution channels. On the other hand, mass food distribution is losing ground (-2 points to 20,2 %), testifying to a recomposition of the commercial landscape, where expertise and service now take precedence over accessibility alone.
The bra, source of self-affirmation
Bras, bustiers and bras represent 57% of expenses, a stability which confirms their status as a priority product in women's purchases. Facing the thongs, briefs and panties which represent 37% of expenses, the bra has established itself as the central investment in women’s intimate wardrobe. French women favor quality products offering support, aesthetic, comfort and durability, even if it means devoting a higher budget to it. This hierarchy of expenses reflects a strong requirement : technicality, the perfect fit and premium materials fully justify the price difference with lingerie stockings. If the “no bra” trend is the subject of significant media coverage (13% of 18-25 year olds never wear a bra according to Ifop), she remains far from the morphological reality of French women. The C cup is now the most common in France, with a marked evolution towards more generous cups : 7% of women wear an E cup or larger and the D cup is gaining ground, including among younger generations. An anatomical reality which explains why the need for support remains an absolute priority for the vast majority of women.
The sock, fashion accessory
Women's footwear (a market of 323,€4 million) undergoes a recomposition around the sock, which has now established itself as the essential product in the category with 68% of spending, i.e. almost 6 points of progress in one year. A market that favors everyday practicality and comfort, while maintaining high standards in terms of quality and style. This rise in power reflects a real fashion trend : the sock becomes a style accessory in its own right, visible and assumed. It evolves towards more creativity, colors and patterns.
Pajamas go upmarket
Nightwear is establishing itself as a growing premium segment. Pajamas strengthen your position (41% of expenses) with a confirmed move upmarket, while pajamas experience spectacular growth of +40%, going from 8,7% to 12,2% of the market. Interior clothing (12,4% of the market) also continue their progress. Which reflects the emergence of a new relationship with homewear : comfort, aesthetics and versatility of use. The yoga craze, pilates and sports practices at home offer a new market of pieces designed to accompany all moments of the day, from waking up to exercising.
Study carried out for Interfilière Paris, international lingerie show (next edition : September 5-7, Paris expo, Porte de Versailles).
