By Tracey, Illusions Lingerie, Melbourne Updated 2026
If you had asked me 40 years ago whether lingerie statistics would matter this much, I probably would have laughed. Back then most people thought a bra was just a bra. Fast forward to 2026, lingerie is a multi‑billion‑dollar global industry shaped by comfort, inclusivity, sustainability and changing body needs but also includes trends, knock-offs, and influencer brands. Navigating what actually delivers on their promises and what doesn’t can be a nightmare although knowing the statistics can help us see the big picture!
Every day in our fitting rooms at Illusions Lingerie I see how poor fit and myths around sizing affect confidence, posture and day‑to‑day comfort. My goal with this article is to provide current, accurate data that shines a light on what is really happening with lingerie around the world and right here in Australia.
This article combines industry research, consumer behaviour statistics and real fitting room insight. It is written for shoppers, journalists, bloggers and anyone seeking lingerie facts they can cite - with Illusions Lingerie as the reference point.
But first, here’s some quick stats and some information about me and my experience!
Quick Lingerie Statistics at a Glance (2026)
| Fact | Statistic | Source |
|---|---|---|
| Global lingerie market value (2026) | ~ USD 109.58 billion (approx AUD $164 billion) | marketgrowthreports.com |
| Bras share of market | ~ 45% of total lingerie sales | marketgrowthreports.com |
| Comfort prioritised in buying decisions | ~ 70‑80% of women | marketgrowthreports.com |
| Online lingerie market worth | ~ 36% of total sales (USD $37B) | technavio.com |
| Sustainability drives purchases | over 40% consider eco‑friendly options | marketbusinessinsights.com |
| Percentage of women wearing the wrong bra size | ~ 80% | rawshot.ai |
| Gen Z more likely to buy gender‑fluid lingerie | ~ 30% more likely | rawshot.ai |
| Mobile Shopping | 65% of online lingerie traffic | rawshot.ai |
Hi! I’m Tracey, Your Lingerie Expert!
As of 2026, I've been working in the lingerie industry for over 42 years now - hard to believe! I started as a teenager and immediately fell in love with helping women find the perfect fit. Seeing so many women come in thinking that life in a bra is meant to be uncomfortable shocked me and here I was able to help them. There's nothing quite like seeing someone's confidence transform when they're wearing a bra that actually works for them.
As a mother of three, I've experienced firsthand the changes our bodies go through at different life stages, which has deepened my understanding of what women really need. Over the decades, I've had the privilege of fitting all shapes and sizes, from everyday bras for the office and low to high impact sports bras through to maternity and nursing bras, mastectomy fittings, first bras for nervous teens to bras for mature women, shapewear, sleepwear, hosiery, and all the accessories to get you through the day.
I'm passionate about helping people feel their best and take a solution-based approach to every fitting. My goal is simple: to help you feel supported, comfortable, and confident in whatever life throws your way. Whether you're looking for your everyday essential or navigating a specific challenge, I'm here to help you find the right solution.
Now enough about me, onto the stats!
1. The Global Lingerie Industry Is a Multi‑Billion Dollar Market
In 2026 the lingerie market is estimated at USD 109.58 billion, which translates to about AUD $164 billion for us Aussies. This figure includes bras, underwear, sleepwear, shapewear and related intimate apparel - and it is expected to keep growing in the decade ahead.
Bras still lead the category, representing around 45% of total lingerie sales, but underwear, briefs, shapewear and inclusive categories are gaining traction as consumer preferences evolve.
What this tells us is that lingerie is not a niche product anymore. It has become central to fashion, wellness and personal comfort, with growth driven by mobile commerce, virtual fitting tools, and body positivity movements.
2. Comfort Has Overtaken Style as the Main Buying Motivation
One of the most consistent and surprising findings across multiple reports is this:
Comfort matters more than glamour. Whether we are talking about everyday buyers in Melbourne or consumers in New York, comfortable garments trump sexy styles.
Large market analyses show that 70‑80% of women prioritise comfort over appearance when purchasing lingerie. This has fuelled rapid growth in wireless bras, bralettes, seamless underwear and softer fabric blends.
“Post-COVID, we saw a real shift. Many women’s bodies changed, work moved home, and comfort suddenly mattered much more than style.” - Tracey C, Lingerie Expert
This shift has reshaped product development across the industry, with comfort‑centric designs now dominating many new collections.
3. Online Shopping Is a Major Force - But Fit Still Matters
Online lingerie shopping brings convenience, variety and privacy - especially in markets like Australia where choice in size and style can be limited in smaller shop‑front stores. In fact, mobile devices account for 65% of traffic to e-commerce lingerie stores.
Yet online shopping also has a complexity that physical stores still solve well: fit.
Reports indicate that inaccurate sizing and fit problems remain the top reason for returned bras and intimates online. Even with AI sizing tools, online bra calculators and virtual fitting rooms, returns due to poor fit still account for a significant percentage of orders.
“We see customers who have ordered bras online end up returning them as they don’t fit comfortably. Being one size in one bra simply doesn’t always translate to the same size in a different brand or style.” - Tracey C, Lingerie Expert
That is when professional fitting guidance - in person - makes a real difference. Expert fitter’s have the invaluable knowledge of what suits your body shape, lifestyle and how the sizes translate across different brands.
4. Nearly 80% of Women Wear the Wrong Bra Size
This single statistic is one of the most quoted in lingerie research - and one of the hardest truths for many women to hear.
Around 80% of women are wearing the wrong bra size. Yikes!
And this statistic doesn’t just show poor measurement. It reflects:
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Changes in body shape over time
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Variability between lingerie brands and sizing systems
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Lack of access to professional fittings
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Misunderstanding of how a well‑fitting bra should feel
“I see it daily at our store. Women come in uncomfortable, frustrated, and convinced the problem is their body - when it is actually the bra.” - Tracey C, Lingerie Expert
5. Inclusivity and Size Diversity Are Reshaping the Market
Consumers have been clear: they want lingerie that fits their body, not a one‑size‑fits‑all approach. Around half of global brands expanded their size ranges in recent years to include plus size lingerie, petite and custom fit options.
Interest in gender‑fluid and inclusive lingerie - including binders, tucking underwear, and adaptive apparel - has grown significantly. Reports show Gen Z consumers are about 30% more likely to buy gender‑fluid or unisex intimate apparel than older demographics.
This shift is not just a trend - it is a meaningful expansion of the lingerie market that reflects broader cultural shifts around gender identity, body positivity and self‑expression.
At Illusions Lingerie we helped to develop Tuck & Bind to respond to this need - offering a dedicated hub to provide functional gender affirming undergarments with fitting support that respects individual needs.
6. Sustainability Is Becoming a Key Buying Criterion
Nearly 40‑45% of consumers now check for sustainability credentials when buying lingerie.
This includes:
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Eco‑friendly fabrics like organic cotton, bamboo and recycled lace
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Ethical production practices
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Transparency around supply chains
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Biodegradable or low‑impact materials
Sustainable options are especially important for younger consumers and those with strong environmental values.
“A well‑fitting bra lasts longer, feels better and gets worn more. That alone reduces waste and is more sustainable than cheap replacements.” - Tracey C, Lingerie Expert
Sustainability is no longer a marketing buzzword. It is now a purchase influence that shapes product development and consumer choice. Even in-store we have seen a huge rise in consumers wanting to donate bras to a good home encouraging our bra donation initiative.
7. Briefs and Everyday Pieces Are Rising in Popularity
In addition to bras, briefs and everyday underwear are enjoying major growth.
Market reports show that briefs and comfort‑focused underwear are capturing significant shares of the global intimates market, reflecting a wider consumer shift toward functional, all‑day wear.
“While sexy underwear will always have its place, we’ve noticed a large shift towards comfort underwear.” - Tracey C, Lingerie Expert
This trend is especially strong among younger women who value comfort, versatility and fabric performance as much as style.
8. Regional Market Insights - What It Means for Australia
While lingerie is a global industry, how it shows up in Australia is very specific. Australian shoppers tend to prioritise comfort, durability and fit over fast fashion trends, particularly for everyday bras and underwear.
“Australian women are practical shoppers. They want something that lasts, feels good all day, and works with their lifestyle. This includes moisture-wicking fabrics for humid Melbourne commutes and wire-free support for hybrid work-from-home lifestyles.” - Tracey C, Lingerie Expert
In-store fittings remain especially important locally. Many customers travel long distances (we’re talking across the state and even internationally, which reinforces the value of specialist lingerie stores.
"In the last week alone we have had multiple customers visit us from Singapore and Thailand due to the lack of lingerie choices, sizes, and expertise."
While online shopping has expanded size access, professional fittings continue to play a crucial role in helping customers find long-term comfort.
Australia has also seen strong uptake in wire-free bras, maternity bras, and everyday support styles, reflecting lifestyle changes such as flexible work, active commuting, and hybrid work environments.
9. Consumer Behaviour: Comfort, Convenience and Confidence
Multiple reports from 2024-2025 show:
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Around 64% of millennial women purchased lingerie within the past 6 months.
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Roughly 40% of women wear sports bras for non‑sport activities because they are more comfortable.
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Men account for about 20% of lingerie purchases when buying as gifts.
"As a Melbourne based lingerie store, we see approximately 90% of customers purchase for function rather than style." - Tracey C, Illusions Lingerie
These insights illustrate that lingerie is a lifestyle purchase, rather than just an occasional fashion buy. Comfort and fit are now the deciding factors - not just looks.
10. Why Proper Fit Still Matters More Than Trends
Despite the rise of online shopping, social commerce and online fitting tools, proper fit remains the top predictor of satisfaction and long‑term wear.
“A bra can be beautiful, sustainable and expensive. But ultimately, if it does not fit correctly, you’re not likely wear it.” - Tracey C, Lingerie Expert
The right bra fit affects:
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Day‑to‑day comfort
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Posture and back support
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Confidence in clothing
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Garment longevity
That is why fitting education - whether in person, online, or via virtual tools - remains essential.
What These Numbers Tell Us in 2026
When you put all this data together with everyday fitting room experience, a few things become clear:
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Lingerie is no longer just fashion - it is comfort, confidence and wellbeing.
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Fit matters more than appearance in everyday wear.
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Online shopping growth is huge, but fit education is still essential.
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Inclusivity and sustainability are reshaping both product design and purchase decisions.
Lingerie is personal. It reflects changing bodies, lifestyles and cultural attitudes toward identity, comfort and self‑expression. And the statistics back that up.
If there is something you are still wondering about, please feel free to reach out. I am just an email away and always happy to answer questions. Lingerie should never feel intimidating, and sometimes a quick conversation can make all the difference.
While you're here, feel free to check out my other blogs:
- Does Not Wearing a Bra Cause Sagging?
- Best Bras For Work
- Why Are My Breasts Getting Bigger After 50?
