Indonesia Lingerie Market

Indonesia Lingerie Market Overview:

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.

Indonesia Lingerie Market Trends:

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.

Indonesia Lingerie Market Segmentation:

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:

• Brassiere
• Knickers or Panties
• Shapewear
• Others

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:

• Cotton
• Silk
• Satin
• Nylon
• Others

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:

• Economy
• Premium

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:

• Mass Merchandizers
• Specialized Stores
• Online Stores
• Others

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:

• Java
• Sumatra
• Kalimantan
• Sulawesi
• Others

The report has also provided a comprehensive analysis of all the major regional markets, which include Java, Sumatra, Kalimantan, Sulawesi, and others.

Competitive Landscape:

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.

Indonesia Lingerie Market News:

• On August 28, 2024, 6IXTY8IGHT, a leading women's clothing brand in Asia, launched an exclusive collaboration with Chupa Chups in Indonesia through Erajaya Active Lifestyle. The collection features a range of apparel, including lingerie, casual wear, and sleepwear, designed for young women and available both online and offline. The launch marks the debut of 6IXTY8IGHT’s official online store on Shopee Mall, aiming to reach a wider audience and offer a convenient shopping experience.

Indonesia Lingerie Market Report Coverage:

Key Questions Answered in This Report:

• How has the Indonesia lingerie market performed so far and how will it perform in the coming years?
• What is the breakup of the Indonesia lingerie market on the basis of product type?
• What is the breakup of the Indonesia lingerie market on the basis of material?
• What is the breakup of the Indonesia lingerie market on the basis of price range?
• What is the breakup of the Indonesia lingerie market on the basis of distribution channel?
• What is the breakup of the Indonesia lingerie market on the basis of region?
• What are the various stages in the value chain of the Indonesia lingerie market? 
• What are the key driving factors and challenges in the Indonesia lingerie market?
• What is the structure of the Indonesia lingerie market and who are the key players?
• What is the degree of competition in the Indonesia lingerie market? 

Key Benefits for Stakeholders:

• IMARC’s industry report offers a comprehensive quantitative analysis of various market segments, historical and current market trends, market forecasts, and dynamics of the Indonesia lingerie market from 2019-2033.
• The research report provides the latest information on the market drivers, challenges, and opportunities in the Indonesia lingerie market.
• Porter's five forces analysis assist stakeholders in assessing the impact of new entrants, competitive rivalry, supplier power, buyer power, and the threat of substitution. It helps stakeholders to analyze the level of competition within the Indonesia lingerie industry and its attractiveness.
• Competitive landscape allows stakeholders to understand their competitive environment and provides an insight into the current positions of key players in the market.