The market for men's underwear - Germany

1.1 Introduction

The men's underwear market is an extensive market that includes a variety of products in different categories. There are three main types of products in this market:

• Boxer shorts: made of cotton and with a loose fit.
• Boxers: made of cotton or synthetic materialsandtight-fitting.
• Briefs: tight-fitting boxers with a higher leg cut.

In addition to these three categories, each model can have specific features, such as seamless models made of elastic material, which are becoming increasingly popular.

The market for men's underwear is growing rapidly, with a CAGR of nearly 5% from 2022 to 2027. This market is more successful than the women's underwear market, where demand is lower, especially in the higher-end segment and for products made from 100% natural materials.

The market for men's underwear in Germany is also successful, and the figures show higher demand compared to the global average, with a CAGR between 5.4% and 5.7% during the study period. The German men's underwear market accounts for approximately 10% of the European market. The market segments expected to grow the most are the highest value products, as studies show that 30% of men in Germany are willing to spend higher amounts on eco-friendly underwear.

• In the German market for men's underwear, many international brands such as Calvin Klein are trending. However, German companies such as Hugo Boss are also achieving great success.
• To meet the growing demand for eco-friendly products, new specialized companies such as the A-dam brand are emerging.

The success of these new brands, which offer sustainable products at a competitive price, shows that traditional players need to innovate to meet changing consumer demands.