Thailand Lingerie Market Research Report and Industry Forecast

Thailand Lingerie Market Overview:

The Thailand lingerie market size reached USD 360.00 Million in 2024. Looking forward, the market is expected to reach USD 596.53 Million by 2033, exhibiting a growth rate (CAGR) of 5.18% during 2025-2033. The market is fueled by growing disposable incomes, changing fashion awareness, and enhanced body confidence among young consumers. Proliferation of digital channels has amplified the accessibility of lingerie, and social media personalities are influencing consumer trends and brand commitment. Tourism is also contributing to increased demand, particularly in city retail centers. Incorporating traditional Thai textiles into contemporary lingerie also gets favorable attention from both local and global consumers, which further help in increasing the Thailand lingerie market share.

Thailand Lingerie Market Trends:

Cultural Convergence

The Thai lingerie industry is a unique blend of conventional and contemporary, creating a style that is both sophisticated and daring. The lingerie designs are influenced by traditional Thai culture, which, among other things, highly prizes modesty and elegance. As a result, the lingerie designs tend to be very delicate, with soft materials such as silk and ornate lace designs. At the same time, there is a discernible trend among young consumers, particularly in urban areas such as Bangkok, who are accepting lingerie as a kind of personal expression. This age group is fascinated with styles that take cues from Western fashion but have an added splash of Thai refinement. Local designers have picked up on this shift and are producing collections that prioritize comfort and fit, while also being body positive. Such harmony of global input and local culture propels the Thailand lingerie market growth with its distinct identity.

Digital-First Growth and E-Commerce Influence

The lingerie market in Thailand has quickly adopted digital growth, inspired by ubiquitous mobile usage and an increasingly tech-literate populace. The Digital 2023 report on Thailand indicates that there are approximately 61.21 million internet users in the country, making up 85.3% of the total population. In Thailand, there were 52.25 million social media users and 101.2 million mobile connections. Today, shoppers tend to buy online from leading platforms such as Shopee and Lazada, or even directly from brand sites. This online shift has motivated lingerie brands to embrace new methodologies like virtual fitting rooms, instant customer service through messaging platforms such as LINE, and influencer collaborations on social media such as Instagram and TikTok. These platforms enable consumers to make better-informed decisions without having to enter a brick-and-mortar establishment. Smaller and specialty lingerie brands have also thrived by riding the wave of e-commerce and social media, bypassing the costs associated with conventional retail. Payments in installments and expedited delivery options have further eased online lingerie purchasing. With weaker regulations regarding advertising and lingerie display online, brands can get creative about showcasing their offerings in a manner that speaks to Thailand's diverse and style-savvy consumer base.

Inclusivity, Sustainability, and Market Diversification

The Thai lingerie market is also shifting toward inclusivity and sustainability, fueled by shifting consumer expectations and increased social consciousness. Brands are hence providing a larger variety of sizes and styles that accommodate different body types, deviating from the usual emphasis on homogenous beauty standards. Their advertisements now include a diverse lineup of models, encouraging self-acceptance and confidence. Sustainability is also taking center stage as more consumers seek lingerie produced from sustainable materials such as organic cotton and bamboo fiber. Thai brands are combining local textile heritage, like natural silk, with contemporary ethical production to attract environmentally aware consumers. Urban and tourist-oriented boutique shops frequently feature locally produced sustainable products as examples of Thailand's capacity to marry craftsmanship with sustainability. This emphasis on inclusivity and sustainability places the Thai lingerie industry in a position both of being advanced and highly embedded within cultural and environmental context.

Thailand 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 has also been provided in the report. This includes cotton, silk, satin, nylon, and others.

Price Range Insights:

• Economy
• Premium

A detailed breakup and analysis of the market based on the price range has also been provided in the report. This includes economy and premium.

Distribution Channel Insights:

• Mass Merchandizers
• Specialized Stores
• Online Stores
• Others

The report has provided a detailed breakup and analysis of the market based on the distribution channel. This includes mass merchandizers, specialized stores, online stores, and others.

Regional Insights:

• Bangkok
• Eastern
• Northeastern
• Southern
• Northern
• Others

The report has also provided a comprehensive analysis of all the major regional markets, which include Bangkok, Eastern, Northeastern, Southern, Northern, 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.

Thailand Lingerie Market News:

• In 2025, Thai Wacoal Public Company Limited introduced “Wacoal Yaowarat Space,” converting a heritage structure in Bangkok’s Chinatown into a modern multi-functional space that merges lingerie shopping with an art gallery and café. The newly launched concept store in early 2025 exemplifies an expansion strategy for Thailand’s top lingerie brand, which has received the Marketeer No.1 Brand Thailand award in the Underwear category for 13 years.

Thailand Lingerie Market Report Coverage:

Key Questions Answered in This Report:

• How has the Thailand lingerie market performed so far and how will it perform in the coming years?
• What is the breakup of the Thailand lingerie market on the basis of product type?
• What is the breakup of the Thailand lingerie market on the basis of material?
• What is the breakup of the Thailand lingerie market on the basis of price range?
• What is the breakup of the Thailand lingerie market on the basis of distribution channel?
• What is the breakup of the Thailand lingerie market on the basis of region?
• What are the various stages in the value chain of the Thailand lingerie market? 
• What are the key driving factors and challenges in the Thailand lingerie market?
• What is the structure of the Thailand lingerie market and who are the key players?
• What is the degree of competition in the Thailand 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 Thailand lingerie market from 2019-2033.
• The research report provides the latest information on the market drivers, challenges, and opportunities in the Thailand 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 Thailand 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.