Italian Market Stats

An image from a previous Underbeach show.

Underbeach, as it prepares for its latest lingerie and swim trade shows in Florence (February 14-16), released new statistics on the Italian market in these categories. In 2025 “the total value of the underwear market – which includes men’s and women’s underwear and hosiery” pertaining to the “resident population (therefore excluding tourists and community purchases)” was 3.105 billion euros (about $3.7 billion at current exchange rates). That was”slightly down (-0.4%) compared to 2024. The decline is linked to the contraction in volumes (-1.3%), while average prices continue to rise (+0.9%).” The report added that when “purchases by foreign tourists, which account for around 20%” are added, “the value rises to approximately 3.7 billion euros” (about $4.4 billion).

The research, which Underbeach claimed is the “first ever research dedicated to the underwear and lingerie sector,” was “commissioned by Underbeach and the new AIMI Association”(Associazione Italiana Mare Intimo). Underbeach itself is the company that presents the Immagine Italia & Co. (dedicated to underwear and lingerie) and Maredamare (focused on the beachwear sector) trade shows. 

As it analyzed the Italian market, the organization asserted that “in Europe, the sector is worth around €17 billion, [about $20.2 billion] but is set to grow to €26 billion [about $30.9 billion] by 2033 (Market Data Forecast predictions).”

In Italy, the report continued, “the women’s segment remains the driving force, worth over €2 billion, equal to roughly 70% of the total, while men’s underwear shows weaker growth. The European market structure is heavily concentrated in the economy segment, which accounts for 62.3% of consumption (Source: Market Data Forecast), while in Italy the most significant figure is the growth in the premium segment. In 2025, the value of premium underwear for residents reaches €379.6 million [about $  ], an increase of almost 10% compared to 2023. Considering that around 80% of purchases made by foreign tourists in Italy can reasonably be placed in the premium segment and that their value is comparable to that of residents, the total turnover of the premium segment can be estimated at around €800 million [about $950 million], equal to approximately 22% of the total sector. On the distribution front, in 2025, single-brand chains confirm their position as the leading sales channel, with 51.9% compared to 50.8% in 2023, while multi-brand channels will remain stable at 18.9% and pure players (online stores) will remain at 6.5%. Street vendors and food retailers (hypermarkets, supermarkets and discount stores) are experiencing some difficulties, falling from 7.2% to 7% and from 11.2% to 10.6% respectively. Overall online spending on underwear and lingerie is close to €350 million [about $416 million], accounting for nearly 11% of the market.”

Underbeach went on the report, “foreign trade shows signs of imbalance. In the first ten months of 2025, Italian lingerie exports fell to €2.3 billion (-2.8%), while imports grew by +6.9% to €2.7 billion. Exports to the European Union in 2025 accounted for almost 59% of the total, showing growth of 1.8%. The main markets are France, Germany and Spain. On the import front, Italy purchases around €1.43 billion worth of underwear from non-European countries (52.2% of the total) and around €1.3 billion from Europe, with Bangladesh, the Netherlands and Sri Lanka being the main exporters of underwear to Italy.”

Alessandro Legnaioli, president of Underbeach, explained that the new research was important because “until now, the information available was almost always aggregated within broader macro-categories, such as clothing, making it difficult to understand the real dynamics of our sector. This survey fills a significant information gap and provides a strategic tool for businesses, operators and stakeholders. The process will continue over the coming months.”