The Indonesia lingerie market size reached USD 1.08 Billion in 2024. The market is projected to reach USD 1.80 Billion by 2033, exhibiting a growth rate (CAGR) of 5.26% during 2025-2033. The market is driven by increasing disposable incomes, evolving fashion consciousness, and the rising influence of Western lifestyle trends among Indonesian consumers. Apart from this, rapid urbanization and the growing presence of international and local lingerie brands across e-commerce platforms are enhancing product accessibility. Additionally, shifting societal attitudes towards body positivity and intimate wear are encouraging greater demand for premium, aesthetically appealing lingerie options, further augmenting the Indonesia lingerie market share.
Report Attribute
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Key Statistics
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Base Year
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2024
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Forecast Years
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2025-2033
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Historical Years
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2019-2024
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Market Size in 2024 | USD 1.08 Billion |
Market Forecast in 2033 | USD 1.80 Billion |
Market Growth Rate 2025-2033 | 5.26% |
Rise of E-Commerce and Digital Retailing
The growth in digital platforms has impacted the market, with online retailing becoming a major distribution channel. As per an industry report, the Indonesia e-commerce market is estimated to reach USD 760.8 Billion by 2033, growing at a CAGR of 9.07% from 2025-2033. The expansion of e-commerce enables access to a vast range of lingerie brands catering to urban and semi-urban buyers who were previously restricted to limited offline options. This online transition has provided brands with the opportunity to connect with the consumer base directly through customized marketing, online trials, and influencer collaborations and make the shopping process smoother. Additionally, payment solutions integration, free shipping, and returnability have mitigated buying barriers, making more women shop for lingerie discreetly and confidently. Other than this, the COVID-19 pandemic has also sped up the use of online channels, resulting in persistent online behaviors even after the pandemic. Apart from this, local and international brands are also paying proper consideration to web presence, launching exclusive collections through the web platform, and using data analytics to provide personalized product recommendations.
Growing Demand for Functional and Comfortable Innerwear
Indonesian consumers are increasingly prioritizing comfort and functionality in lingerie choices, influenced by rising health awareness, active lifestyles, and changing work environments. Demand for breathable materials, seamless design, and ergonomic shape has picked up significantly, especially among working women and the younger age groups. This is significantly contributing to the Indonesia lingerie market growth. Soft-cup bras, wireless bras, and bralettes are picking up as substitutes for conventional underwire styles, in line with a global movement toward body-friendly undergarments. The athleisure revolution has also been a market driver, with crossover fashion styles like sports bras and loungewear entering daily fashion wardrobes. Indonesia's hot weather is a significant factor in changing consumer preference for lightweight, moisture-wicking fabrics that are comfortable to wear all day. The brands are responding by continual innovations using fabrics such as bamboo fiber, micro-modal, and organic cotton. Local producers also highlight fit customization and size inclusivity, responding to varied body types. The shift to comfort-oriented lingerie reflects a deeper cultural trend toward self-care and individual well-being.
Expansion of Body Positivity and Inclusive Marketing
Body positivity and inclusive representation are increasingly shaping consumer expectations in the market. Traditional marketing, which once favored narrow beauty standards, is giving way to campaigns celebrating diverse body shapes, skin tones, and personal identities. Social media sites have facilitated these stories, with Indonesian bloggers and activists promoting wider acceptance and self-expression. The movement has spurred local and international lingerie labels to roll out expanded size ranges, maternity and post-operative lines, and unisex collections. Furthermore, stores are also making investments in inclusive store experience, including diverse mannequins, flexible fitting services, and body-positive communications. Additionally, the changing media environment and increased female empowerment have contributed to normalizing body image and intimate apparel discussions by overcoming traditional taboos. As a result, younger generations, especially, are turning towards brands that support inclusive values, openness, and ethical manufacturing. This movement is a manifestation of an even deeper consumer move towards authenticity and representation, profoundly transforming brand loyalty and engagement in the Indonesian lingerie market.
IMARC Group provides an analysis of the key trends in each segment of the market, along with forecasts at the country and regional levels for 2025-2033. Our report has categorized the market based on product type, material, price range, and distribution channel.
Product Type Insights:
The report has provided a detailed breakup and analysis of the market based on the product type. This includes brassiere, knickers or panties, shapewear, and others.
Material Insights:
A detailed breakup and analysis of the market based on the material have also been provided in the report. This includes cotton, silk, satin, nylon, and others.
Price Range Insights:
The report has provided a detailed breakup and analysis of the market based on the price range. This includes economy and premium.
Distribution Channel Insights:
A detailed breakup and analysis of the market based on the distribution channel have also been provided in the report. This includes mass merchandizers, specialized stores, online stores, and others.
Regional Insights:
The report has also provided a comprehensive analysis of all the major regional markets, which include Java, Sumatra, Kalimantan, Sulawesi, and others.
The market research report has also provided a comprehensive analysis of the competitive landscape. Competitive analysis such as market structure, key player positioning, top winning strategies, competitive dashboard, and company evaluation quadrant has been covered in the report. Also, detailed profiles of all major companies have been provided.
Report Features | Details |
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Base Year of the Analysis | 2024 |
Historical Period | 2019-2024 |
Forecast Period | 2025-2033 |
Units | Billion USD |
Scope of the Report |
Exploration of Historical Trends and Market Outlook, Industry Catalysts and Challenges, Segment-Wise Historical and Future Market Assessment:
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Product Types Covered | Brassiere, Knickers or Panties, Shapewear, Others |
Materials Covered | Cotton, Silk, Satin, Nylon, Others |
Price Ranges Covered | Economy, Premium |
Distribution Channels Covered | Mass Merchandizers, Specialized Stores, Online Stores, Others |
Regions Covered | Java, Sumatra, Kalimantan, Sulawesi, Others |
Customization Scope | 10% Free Customization |
Post-Sale Analyst Support | 10-12 Weeks |
Delivery Format | PDF and Excel through Email (We can also provide the editable version of the report in PPT/Word format on special request) |
Key Questions Answered in This Report:
Key Benefits for Stakeholders: