As per MRFR analysis, the Canada Lingerie Market Size was estimated at 8.54 (USD Billion) in 2023.
The Canada Lingerie Market Industry is expected to grow from 9.4(USD Billion) in 2024 to 16.1 (USD Billion) by 2035. The Canada Lingerie Market CAGR (growth rate) is expected to be around 5.014% during the forecast period (2025 - 2035).
Key Canada Lingerie Market Trends Highlighted
The Canada Lingerie Market is influenced by a number of critical factors that influence consumer preferences and purchasing behaviors. The market is being driven by the increasing demand for inclusive sizing and the rise in body positivity movements. Canadian consumers are increasingly pursuing comfort and style, which has prompted brands to innovate in terms of materials and designs that cater to a diverse range of body types.
This market is also significantly influenced by the growth of e-commerce, as consumers are increasingly drawn to the convenience of online purchasing, which enables them to choose from a broader range of products from a variety of brands. There are opportunities for both established and emerging brands to investigate sustainable and eco-friendly lingerie options, which are increasingly alluring to environmentally conscious consumers.
The growing recognition of ethical production methods offers brands the opportunity to establish themselves as responsible choices. Furthermore, the desire for distinctive and personalized products is on the rise, and customization and personalization options can capitalize on this trend, thereby strengthening customer loyalty. In recent years, there has been a significant increase in the integration of athleisure and loungewear into lingerie collections, which is indicative of the change in consumer lifestyles, particularly in the context of the pandemic.
This development is in harmony with the Canadian lifestyle, which prioritizes both flair and comfort. Seasonal collections that are indicative of Canadian culture and heritage are gaining popularity, as they appeal to consumers' sense of national identity.These trends suggest that the lingerie market in Canada is in a state of perpetual evolution, necessitating that brands remain adaptable in order to accommodate the evolving preferences of Canadian consumers. 
Source: Primary Research, Secondary Research, MRFR Database and Analyst Review
Canada Lingerie Market Drivers
Growing Awareness of Body Positivity and Inclusivity
The Canada Lingerie Market Industry is experiencing significant growth due to an increasing awareness of body positivity and inclusivity. This movement encourages brands to offer a wider range of sizes and styles to cater to all body types. According to data from the Canadian Women’s Foundation, over 75% of women have expressed a desire for more diverse representation in fashion marketing. This trend has led major Canadian lingerie brands like La Senza and Aerie to expand their product lines, promoting body positivity and inclusivity.
The demand for products that reflect a range of body shapes and sizes is driving increased sales in the sector. As more consumers look for brands that support their values, the growth in this segment of the Canada Lingerie Market is expected to continue, enhancing overall market traction.
Impact of E-commerce Growth
The digital transformation and expansion of e-commerce platforms are significantly influencing the Canada Lingerie Market Industry. Recent statistics reveal that online retail sales in Canada have surged by 99% over the past five years, driven in part by the COVID-19 pandemic. This shift has been supported by various e-commerce giants, such as Amazon and local retailers, who have been adapting their strategies to attract online consumers.
With a growing number of Canadians preferring the convenience of shopping from home, lingerie brands are investing heavily in online marketing and distribution channels to engage with this audience.The increased accessibility and variety offered by e-commerce are expected to drive further growth in the Canada Lingerie Market.
Rising Interest in Sustainable Fashion
Sustainability is becoming a crucial factor influencing consumer purchasing decisions within the Canadian lingerie Market Industry. A survey conducted by the Fashion Sustainability Action Plan indicates that 70% of Canadians prefer to buy from brands that prioritize sustainability. Prominent Canada lingerie brands such as ThirdLove and Encircled are adopting sustainable practices, including using eco-friendly materials and ethical labor practices.
This shift towards sustainable fashion is not only appealing to eco-conscious consumers but is also contributing to brand loyalty. As the demand for sustainable products in the lingerie sector increases, it is expected to propel growth in the overall market.
Canada Lingerie Market Segment Insights
Lingerie Market Lingerie Type Insights
The Canada Lingerie Market, focusing on the Lingerie Type segment, presents a diverse array of products catering to various consumer preferences and needs. This market includes major items such as Briefs, Bras, and Shapewear, each contributing uniquely to the overall landscape of women's undergarments. The Briefs category has gained significant popularity due to the increasing demand for comfort and practicality in everyday wear, making it a staple in many women's wardrobes. As lifestyles become more active, the shift towards multifunctional designs helps to boost sales in this segment, as consumers look for quality and durability alongside aesthetic appeal.
Bras holds a prominent position in the market, driven by the combination of style, support, and innovation in fabric technologies. With evolving fashion trends, the demand for bras that provide both functionality and aesthetic value creates growth opportunities. Shapewear has emerged as a crucial player, appealing to individuals seeking confidence and smoothing solutions under fitted clothing. Its ability to enhance body contours while providing comfort positions it as a desirable option for various occasions. The segment includes a range of products, from casual everyday wear to specialized forms catering to fashion-forward consumers.
The trends in this market are influenced by increasing awareness of body positivity and inclusivity, leading to a rise in brands that offer diverse sizing and designs. As awareness of sustainability grows, many companies are looking to provide eco-friendly lingerie options. The ongoing innovation within the industry, focusing on technology-driven approaches in materials and designs, is likely to continue shaping consumer preferences and market dynamics. These elements highlight the significance of the Lingerie Type segment in the Canada Lingerie Market, echoing the evolving needs and preferences of consumers in the region.
Source: Primary Research, Secondary Research, MRFR Database and Analyst Review
Lingerie Market Lingerie Price Range Insights
The Canada Lingerie Market showcases a diverse segmentation within the Lingerie Price Range, primarily categorized into Economy and Premium categories. The Economy segment tends to attract a broad consumer base, focusing on affordability without compromising on basic quality and comfort, which appeals to budget-conscious shoppers. Conversely, the Premium segment typically features higher-priced products that embody luxury, superior materials, and innovative designs, often attracting consumers seeking exclusivity and enhanced shopping experiences.
The growth of the Canada Lingerie Market is influenced by several factors, such as rising disposable incomes, changing consumer preferences toward intimate wear, and increasing awareness regarding body positivity. Furthermore, the rise of e-commerce platforms has significantly impacted purchasing behavior, making luxury lingerie more accessible to Canadian consumers. However, the market also faces challenges such as economic fluctuations and the impact of fast fashion trends. Overall, the landscape of the Canada Lingerie Market is shaped by evolving consumer demands, illuminating opportunities for both segments to thrive and adapt to market dynamics.
Lingerie Market Lingerie Distribution Channel Insights
The Lingerie Distribution Channel in Canada is essential for the overall growth of the lingerie industry, reflecting the changing consumer preferences and shopping behaviors. This market consists of two main channels: Store-Based and Non-Store-Based. Store-based channels remain a crucial way for consumers to purchase lingerie, providing the advantage of an immersive shopping experience where customers can touch and try on products before buying. This segment predominantly benefits from established retail chains and boutique shops, enabling them to have a majority holding in this channel.
On the other hand, Non-Store-Based channels, including online retail and catalogs, have been rapidly gaining traction, driven by the convenience of shopping from home and the increasing penetration of e-commerce in Canada. The demand for online purchasing has surged as consumers seek unique products and easier access to their preferred brands. Both channels play significant roles in the overall market, as they cater to diversified consumer needs while adapting to market trends and technological advancements. However, the growth dynamics differ across these channels, with each presenting unique challenges and opportunities that shape the landscape of the Canada Lingerie Market, driving innovation and customer engagement across the industry.
Canada Lingerie Market Key Players and Competitive Insights
The Canada Lingerie Market is characterized by a dynamic and competitive landscape driven by evolving consumer preferences, increasing participation in online shopping, and the rise of body positivity movements. Numerous brands compete in this space, each striving to carve out a distinct identity while catering to diverse demographic needs.
In recent years, there has been a noticeable shift toward inclusive sizing, sustainable practices, and innovative designs, all of which play critical roles in shaping brand strategies and consumer choices. Companies are continually investing in market research to understand consumer behavior better, allowing them to tailor their marketing initiatives accordingly. Overall, the competitive insights within this market highlight the significance of brand loyalty, quality, and responsiveness to trends as keys to success.
In the context of the Canada Lingerie Market, ThirdLove has established a notable presence by prioritizing inclusivity and comfort. The brand is recognized for its innovative sizing system, which incorporates half sizes for a more tailored fit, appealing to a broad range of body types. Their commitment to direct-to-consumer sales through online platforms has allowed ThirdLove to maintain competitive pricing while providing a personalized shopping experience.
Additionally, their marketing strategies focus on authenticity and body positivity, resonating with Canadian consumers who increasingly value brands that align with their ideals. ThirdLove's strengths lie in its consumer-centric approach, quality materials, and a strong emphasis on inclusivity, making it a formidable competitor in the ever-evolving lingerie landscape.
Tommy Hilfiger, while primarily known for its apparel, has successfully ventured into the Canada Lingerie Market with a range of intimate apparel that embodies the brand's signature style. The company's offerings often include trendy bras, underwear, and loungewear that resonate with the lifestyle of Canadian consumers. Tommy Hilfiger's strengths lie in its established global brand recognition and its ability to blend classic designs with contemporary trends, appealing to both young adults and more mature demographics. The company frequently emphasizes collaborations and partnerships that amplify its market presence, further positioning itself within Canada's competitive lingerie sector.
Key products reflect the brand's heritage of quality and American style, enhancing its appeal. Moreover, Tommy Hilfiger has actively engaged in marketing campaigns that reflect diversity and inclusivity, which are particularly significant in the current retail environment. This blend of iconic branding, combined with savvy marketing strategies, positions Tommy Hilfiger as a strong player in the lingerie market in Canada.
Key Companies in the Canada Lingerie Market Include
Canada Lingerie Market Industry Developments
The Canada Lingerie Market has witnessed various developments recently, particularly with notable growth in demand for inclusive sizes and sustainable options. Companies like ThirdLove and Aerie have led this movement by focusing on body positivity and diverse representation in their campaigns. In November 2022, Tommy Hilfiger expanded its offerings, aiming to capture a broader market by introducing eco-friendly materials into its lingerie line.
Additionally, in March 2023, LIVELY announced a partnership with local influencers to enhance community engagement and brand loyalty within Canada. In a notable development, in January 2023, Victoria's Secret unveiled plans to open several new locations across Canada, aiming to attract a younger demographic.
The growth within this sector has been significant, with projections indicating a robust increase in market valuation driven by consumer preferences shifting towards personalized and sustainable products. Over the past few years, brands like Natori and Chantelle have successfully expanded their product lines and customized options, thus contributing to a competitive and evolving landscape in the Canadian lingerie market. These trends indicate the industry’s responsiveness to consumer demands in a rapidly changing retail environment.
Lingerie Market Segmentation Insights
Lingerie Market Lingerie Distribution Channel Outlook
Store-Based
Non-Store-Based
| Report Attribute/Metric | Details |
| Market Size 2023 | 8.54(USD Billion) |
| Market Size 2024 | 9.4(USD Billion) |
| Market Size 2035 | 16.1(USD Billion) |
| Compound Annual Growth Rate (CAGR) | 5.014% (2025 - 2035) |
| Report Coverage | Revenue Forecast, Competitive Landscape, Growth Factors, and Trends |
| Base Year | 2024 |
| Market Forecast Period | 2025 - 2035 |
| Historical Data | 2019 - 2024 |
| Market Forecast Units | USD Billion |
| Key Companies Profiled | ThirdLove, Tommy Hilfiger, LIVELY, HM, Victoria's Secret, Natori, Aerie, Fruit of the Loom, Calvin Klein, La Vie en Rose, Aubade, Chantelle, Boohoo, Soma, Frederick's of Hollywood |
| Segments Covered | Lingerie Type, Lingerie Price Range, Lingerie Distribution Channel |
| Key Market Opportunities | Sustainable and eco-friendly materials, Plus-size lingerie growth, Online shopping convenience, Innovative designs and technology, Customized fitting solutions |
| Key Market Dynamics | rising athleisure trend, increasing online sales, demand for inclusivity, focus on sustainability, influence of social media |
| Countries Covered | Canada |
Frequently Asked Questions (FAQ) :
The Canada Lingerie Market is expected to be valued at 9.4 USD Billion in 2024.
By 2035, the Canada Lingerie Market is projected to reach a value of 16.1 USD Billion.
The expected CAGR for the Canada Lingerie Market from 2025 to 2035 is 5.014 percent.
The Canada Lingerie Market is segmented into Briefs, Bras, and Shapewear.
The market value of Briefs in the Canada Lingerie Market is estimated at 3.5 USD Billion in 2024.
In 2024, the market value of Bras in the Canada Lingerie Market is projected to be 4.0 USD Billion.
The market value of Shapewear in the Canada Lingerie Market is expected to be 1.9 USD Billion in 2024.
Key players in the Canada Lingerie Market include ThirdLove, Tommy Hilfiger, LIVELY, HM, and Victoria's Secret.
Emerging trends such as increased demand for comfort and inclusivity offer growth opportunities in the Canada Lingerie Market
Challenges in the Canada Lingerie Market include intense competition and evolving consumer preferences.
Leading companies partner with us for data-driven Insights.
Kindly complete the form below to receive a free sample of this Report
Senior Research Analyst I have a bachelor's degree in mechanical engineering and an mba. i have more than two years of expertise in the retail, food, and beverage, chemical, and material industries, and hence have developed a sound cross-domain expertise. a firm believer in lifelong learning and sharing of knowledge. having a proclivity for hatching ideas and trying to absorb as much information as possible in a short amount of time. introducing corporates to the data and insight, which enables them to move from probability to possibility, has been my key areas of interest.Â
Get in Touch
© 2025 Market Research Future ® (Part of WantStats Reasearch And Media Pvt. Ltd.)
