Thermal Underwear Market Size, Share & Trends Analysis Report By Product Type (Tops, Bottom, Sets), By Material Type (Cotton, Synthetic, Wool, Blends), By End-User (Men, Women, Kids), By Distribution Channel (Store Based, Non-Store Based) and By Region(North America, Europe, APAC, Middle East and Africa, LATAM) Forecasts, 2023-2031

Market Overview

The global thermal underwear market was valued at USD 7,951.13 million in 2022. It is expected to reach USD 11,036.07 million by 2031, growing at a CAGR of 3.71% during the forecast period (2023–2031). Long underwear, also known as thermal underwear or long johns, is typically worn in cold weather and is available in two-piece sets with long sleeves and legs. People wear thin, warm undergarments underneath their clothes to stay warm. The fabric used to produce these clothes is typically cotton or a cotton-polyester blend. Thermal underwear garments are also made from additional materials like flannel and Capilene. In cold countries, where people must constantly protect their bodies from the elements and meet seasonal demands from other nations, thermal underwear is widely used.

Market Dynamics

Global Thermal Underwear Market Drivers

Extreme Global Temperatures

Customers have a high demand for thermal underwear because of the freezing weather in many areas. Many US states are affected by icy storms and heavy snowfalls. Consumers use various insulation techniques to cope with extremely harsh cold weather conditions. The needs of the consumers are not met by warm clothing items like jackets and sweaters, and additional layers are needed. Customers are now buying thermal innerwear to keep their bodies warm and prevent frostbite. Thermal underwear keeps the body dry and warm while regulating body temperature. These also guard against bacteria and shield the body from the outside world. Thermal underwear is suitable for chilly conditions because it is thin and does not feel cumbersome.

Improved Results for the Retail Sector

Asia-Pacific is the primary geographical market for thermal underwear worldwide because it offers market participants strong growth potential. An influx of foreign retailers has been seen in Asia-Pacific due to the region's rapid economic growth, growing middle-class population, and high rates of rural-to-urban migration. This has sparked the growth of the regional thermal underwear market by encouraging the expansion of already-existing retail locations in nations like China and India. Large consumers have been drawn to the product line due to the solid cross-border trade in thermal innerwear and the simple accessibility of the desired item. 

Furthermore, the sale of thermal innerwear has increased due to the retail industry's strong performance. Customers purchase thermal innerwear from departmental and specialty stores because they provide a convenient one-stop shopping experience. Additionally, due to technological advancements, consumers have shifted to a digital lifestyle, which has increased e-commerce sales of the product. A one-click shopping experience has drawn large numbers of consumers to various online product offerings. The market for thermal innerwear is expanding on a global scale thanks to all these factors.

Global Thermal Underwear Market Restraints

Unorganized Sector Presence

There are many competitors worldwide in the moderately fragmented thermal underwear market. The players fiercely contested design, quality, pricing, and supply chain. However, the prevalence of the unorganized sector is the main factor impeding their development. Local vendors significantly hinder the key players' sales because they are more readily available, less expensive, and easier to customize. Particularly in emerging economies, a sizable portion of the population is price sensitive, which makes it challenging for organized brands to seize control of the unorganized market. This is anticipated to be a significant market restraint over the forecast period.

Global Thermal Underwear Market Opportunities

Positive Impact of Social Media and Creative Marketing Strategies

Social media presents a significant opportunity for product launches and branding because it links marketers and consumers. The proliferation of social media has changed the business landscape and given market participants new opportunities. On social media platforms like Facebook, Instagram, Twitter, and YouTube, ongoing blogs help increase thermal underwear sales. Manufacturers engage with consumers on social media by providing secret tips and deals to promote their brands and foster relationships. Social media posts about thermal underwear for frigid climates are continuously rising. Due to its effectiveness in freezing weather and shifting fashion trends, thermal underwear has recently grown in popularity. 

Product promotions are essential for drawing customers to the product line. A substantial consumer reorganization of the product due to celebrity product promotion positively affects sales. Additionally, media promotion has contributed to the growth in the market share of thermal underwear. Increased advertising and the dissemination of fashion knowledge about current fashion trends through effective channels, such as magazines, newspapers, and electronic media, will lead to solid product marketing and present a chance for higher sales. As a result, social media is significantly contributing to the expansion of the global thermal underwear market.

Regional Analysis

North America Dominates the Global Market

By region, the global thermal underwear market is segmented into North America, Europe, Asia-Pacific, and the Rest of the World.

North America is the most significant shareholder in the global thermal underwear market and is expected to grow at a CAGR of 3.62% during the forecast period. Numerous factors are anticipated to contribute to the growth of the North American market. It is expected that one of the critical drivers of the rising growth of the thermal underwear market will be the increasing number of working women in the US. Moreover, one of the most important factors influencing the market in this region is the growing thermal underwear product portfolio of key manufacturers. One of the key elements anticipated to influence the US thermal underwear market's expansion is innovation in the styles, hues, and materials used in thermal underwear. Key manufacturers' presence in the US also provides consumers with a wide range of products, further boosting market demand. Additionally, US consumers are increasingly accepting of online retailing. Due to the lower price and simpler distribution, consumers choose online channels over store-based ones.

Europe is expected to grow at a CAGR of 3.69% during the forecast period. Expanding the apparel industry across European nations is one of the key factors driving the global market. One of the key trends gaining ground in the market is product innovation. Major firms are introducing new items in Europe due to changing consumer demands. In addition, over the past few years, European nations' demand for sports thermal clothing has skyrocketed. The market is expanding due to the frigid temperatures in European nations like the UK, Russia, and Germany.

One of the most lucrative markets for thermal underwear producers is Asia-Pacific. The rising population in Asia-Pacific emerging economies contributes to the market growth for thermal underwear. The rapid urbanization of Asia-Pacific economies and the increase in per capita disposable incomes are critical drivers of the thermal underwear market's expansion. Additionally, it is anticipated that the rising number of working women in Asia-developing Pacific countries will further fuel the market's growth during the forecast period.

The changing lifestyles of consumers and new product developments are two critical factors for the market growth of thermal underwear in the rest of the world. The largest national markets in South America are those of Brazil and Argentina. Freezing weather in places like Paraguay, Uruguay, and Argentina has helped the market for thermal underwear expand in the area. For instance, Argentina experiences lows of minus 10.5 degrees. Essential market players are also promoting their goods to raise consumer awareness. The demand for thermal underwear in South America is anticipated to increase due to product launches and rising per capita disposable income.

Segmental Analysis

The global thermal underwear market is segmented by product type, material type, end-user, and distribution channel.

Based on the product type, the global market is bifurcated into tops, bottoms, and sets.

The top segment is the highest contributor to the market and is expected to grow at a CAGR of 3.75% during the forecast period. An article of clothing known as a top covers most of the upper body between the neck and the waist. T-shirts, blouses, and shirts are a few examples of common tops. The critical segment of the global thermal underwear market is anticipated to be the top segment.

The portion of a garment worn on the lower body is called the bottom. Inner pants, pantyhose, leggings, tights, trousers, and intimate apparel are a few common bottoms. Most thermal bottom wear consists of layered underwear and pants. The demand for bottom wear has increased due to the extremely cold temperatures in Europe and North America.

Based on the material type, the global market is bifurcated into cotton, synthetic, wool, and blends.

The blends segment owns the highest market share and is expected to grow at a CAGR of 3.8% during the forecast period. Blended fabrics are created when two different types of fabric are combined to enhance the fabric’s look, feel, and durability. It is primarily a blend of synthetic fabric like polyester or lycra and natural fabric like cotton or wool. Cotton polyester blend, wool polyester blend, nylon wool blend, wool-cotton blend, and cotton lycra blend are a few of the popular blends used in thermals.

Synthetic fibers are created by joining monomers into polymers through polymerization. Polyester, acrylic, nylon, lycra, spandex, and latex are a few examples of synthetic fabrics. It provides the garment with a remarkable variety of qualities, such as excellent moisture wicking, hydrophobicity, toughness, lightweight, insulation, and odor retention.

Based on the end-user, the global market is bifurcated into men, women, and kids.

The men's segment is the highest contributor to the market and is expected to grow at a CAGR of 3.64% during the forecast period. The largest category is menswear, which includes items like pants, underwear, full-sleeved, half-sleeved, sleeveless t-shirts, activewear, coordinate sets, and other clothing. Men's thermal clothing specifically created for sports, jogging, and the gym has seen widespread adoption as fitness-related interest has grown. Such indulgences reflect the changing consumer. In addition, men who care about brands are willing to spend more for superior goods. Men's clothing is now increasingly being tailored to the individual. Men's dramatic shift in purchasing habits as they become more adventurous and try new colors and styles has further fueled the segment's growth.

Purchase behavior has increased in the most fashionable segment of womenswear. Tights, tops, bottoms, sets, pantyhose, intimate clothing like lingerie, etc., are all women's thermal clothing. Women experiment a lot with their appearance. Print media, celebrity influence, and social media recognition have significantly impacted their search for newer trends, quicker change, status, and improved looks. Women prefer style over a brand, so the unbranded market for womenswear is enormous. The popularity of intimate thermal clothing has also significantly increased. The segment has grown due to increased working women, high disposable income, and a preference for functional clothing.

Recent Developments

• November 2022- As part of a multi-year transition to bring core product categories in-house, PVH Corp. extended licenses with G-III Apparel Group, Ltd.
• January 2023- Female-first outdoor clothing brand Acai Outdoorwear secured a GBP3m (USD 3.66m) investment from Growth Partner that will enable the business to grow internationally and expand beyond the direct-to-consumer channel.