Middle East & Africa Lingerie Market Outlook, 2028

The Middle East and Africa have predominantly Muslim populations, and modesty is an important cultural and religious value. This means that lingerie designs and styles may need to be adapted to meet the cultural and religious norms of the region. For example, lingerie that covers more of the body may be more popular than more revealing designs. Furthermore, lingerie is seen as an important part of women's wardrobes, and many women in the region invest in high-quality pieces. Lingerie is also often seen as a way to boost confidence and self-esteem. Moreover, traditional dress and customs have also influenced lingerie design in the region. For example, in some countries, the abaya (a long, loose robe worn over clothing) is worn over lingerie, which has led to the development of lingerie designs that are specifically designed to be worn under abayas. Furthermore, as the region becomes more westernized, there is also a growing demand for more fashion-forward lingerie designs that are still modest. International lingerie brands like Victoria's Secret have also made inroads in the region, bringing with them more westernized styles and designs. In addition, Bridal lingerie is an important part of the wedding trousseau in many countries in the region. Lingerie sets featuring delicate lace, silk, and intricate embroidery are popular choices for brides-to-be. Furthermore, in some countries, maternity lingerie is an important part of women's wardrobes during pregnancy. Maternity lingerie designs tend to be more comfortable and practical, with features like nursing clips and adjustable straps. Moreover, as in other parts of the world, the plus-size lingerie market is growing in the Middle East and Africa. However, there is still a need for more inclusive sizing and designs that cater to women of all shapes and sizes.

According to the research report “Middle East & Africa Lingerie Market Outlook, 2028," published by Bonafide Research, the Middle East & Africa Lingerie market is expected to add USD 3.93 Billion by 2028. There is a growing trend towards body positivity and self-expression, which has led to a shift in attitudes towards lingerie. Lingerie is no longer seen as just a functional undergarment but as a way to express one's personal style and individuality. Furthermore, social media and fashion trends are playing a significant role in driving demand for lingerie in the region. With the rise of social media influencers and fashion bloggers, consumers are exposed to new styles and trends and are more likely to purchase lingerie as a result. The demographics of the region are changing, with a younger population and a growing middle class. Younger consumers are more likely to be influenced by social media and fashion trends, while the middle class has more disposable income to spend on non-essential items like lingerie. Furthermore, the Middle East and Africa are popular tourist destinations, and many visitors are interested in purchasing lingerie as a souvenir or for personal use. This has led to the development of a thriving lingerie tourism industry in some countries. In addition, the rise of athleisure, which combines athletic and leisurewear, has led to a greater demand for comfortable and functional lingerie that can be worn both during workouts and throughout the day.

According to the report, the market is segmented into three major countries, including the United Arab Emirates, Saudi Arabia, and South Africa. The lingerie market in the Middle East and Africa region is diverse, with each country having its own unique cultural, economic, and social factors that impact the industry. However, South Africa is considered one of the leading countries in the lingerie market in this region. Furthermore, South Africa has a relatively large and growing population of middle-class women who have higher disposable income and are increasingly interested in purchasing premium lingerie products. This has created a significant market for both local and international lingerie brands. Moreover, South Africa has a relatively stable political and economic environment compared to some of its neighboring countries. This stability has encouraged investment in the country and created a conducive environment for the growth of the lingerie industry. However, due to the conservative culture in Saudi Arabia, there are strict rules regarding the display and promotion of lingerie in public spaces. Lingerie stores are often located in malls and shopping centres, and lingerie models are not allowed to be shown in advertisements. Furthermore, local and international lingerie brands are available in Saudi Arabia, with many international brands setting up stores in the country to tap into the growing market. Some of the popular international lingerie brands available in Saudi Arabia include Victoria's Secret, La Senza, H&M, and Marks & Spencer.

The market is divided into product types such as knickers or pants, brasseries, shapeware, and others. Knickers or panties are a popular product category in the Middle East and Africa lingerie market and will have the largest market share in 2022. Knickers or pants are an essential item of everyday wear for most women and therefore have a steady demand. The Middle East and Africa lingerie market is divided into two price range categories: economy and premium. Economy-priced lingerie is expected to hold the highest market share. The economy-priced lingerie segment offers a wide range of options to customers, with different styles, colors, and designs available. While the premium-priced lingerie segment is also expected to grow, it is likely to have a smaller market share compared to the economy-priced lingerie segment but at a slower pace compared to the economy-priced lingerie segment. In the Middle East and Africa lingerie market, material is segmented into satin, cotton, silk, nylon, and others. Satin has the largest market share among these materials in the region. Satin lingerie is popular among customers due to its smooth and silky texture, which provides a comfortable and luxurious feel. Satin is also known for its ability to drape well, which enhances the appearance of lingerie products. Nylon has seen significant growth in the region due to the demand for nylon lingerie in the Middle East and Africa, which is driven by various factors such as changing fashion trends, increasing disposable income, and the growing popularity of e-commerce platforms.

The distribution channels in the Middle East and Africa lingerie market include specialty stores, online stores, hypermarkets, supermarkets, and others. Among these, specialty stores have the largest market share in the region. Specialty stores provide customers with a personalised shopping experience where they can receive expert advice and assistance in selecting lingerie products that fit their specific needs and preferences. Some of the popular specialty stores for lingerie in the Middle East and Africa are Victoria's Secret, La Senza, Nayomi, Intimissimi, Agent Provocateur, Triumph, Soma, Mimi Holliday, Calvin Klein Underwear, Oysho, and many more. Online stores have seen significant growth in the South American lingerie market during the forecast period. Some popular online sites for lingerie in the Middle East and Africa include Namshi, Nisnass, Ounass, Sivvi, Vogacloset, 6th Street, H&M, Victoria's Secret, La Senza, Amazon Middle East, and many more.



The level of government regulation in the Middle East and Africa lingerie markets varies depending on the country and region. In general, there are cultural and religious factors that influence the level of government regulation in the lingerie market. Furthermore, in some countries, such as Saudi Arabia and Iran, there are strict regulations regarding the promotion and display of lingerie in public spaces. This means that lingerie stores must comply with certain standards and guidelines, such as having separate sections for men and women and ensuring that lingerie models are not shown in advertisements. In other countries, such as the United Arab Emirates, there is less government regulation in the lingerie market, and companies are free to operate according to market demand and trends. However, there are still cultural factors to consider, such as the preference for modest and conservative lingerie styles.

Start-ups:
• Le Boudoir - Le Boudoir is a lingerie start-up based in Dubai, UAE that specializes in luxury lingerie for women. The company offers a range of products, including bras, panties, and nightwear, and has a strong focus on sustainable and ethical production methods.
• BARE - BARE is a lingerie start-up based in Cairo, Egypt, that aims to provide comfortable and stylish lingerie for women in the region. The company offers a range of products, including bras, panties, and shapewear, and has a strong focus on inclusivity and body positivity.
• Madora - Madora is a lingerie start-up based in South Africa that specializes in plus-size lingerie for women. The company offers a range of products, including bras, panties, and swimwear, and has a strong focus on providing comfortable and stylish options for women of all shapes and sizes.
• Miskie London - Miskie London is a lingerie start-up based in Nigeria that specializes in handmade lingerie for women. The company offers a range of products, including bras, panties, and nightwear, and has a strong focus on empowering women and promoting self-confidence.
• BINTMADE - BINTMADE is a lingerie start-up based in Morocco that specializes in handmade lingerie for women. The company offers a range of products, including bras, panties, and bodysuits, and has a strong focus on sustainability and ethical production methods.

Companies Mentioned in this Report:
Jocky International, Inc., Victoria's Secret, Triumph International, Leonisa S.A., Wacoal Ltd, Belly Bandit, Chantelle Group, Mas Holdings.

Considered in this report
• Geography: Middle East & Africa
• Historic year: 2017
• Base year: 2022
• Estimated year: 2023
• Forecast year: 2028

Aspects covered in this report
• Middle East & Africa Lingerie market with its value and forecast along with its segments
• Country-wise Lingerie market analysis
• Various drivers and challenges
• On-going trends and developments
• Top profiled companies
• Strategic recommendation

Countries covered in the report:
• United Arab Emirates
• Saudi Arabia
• South Africa

By Product Type:
• Knickers or Panties
• Brassiere
• Shapewear
• Others

By Material:
• Satin
• Cotton
• Silk
• Nylon
• Others

By Pricing Rang:
• Economy
• Premium

By Distribution Channel
• Specialty Store
• Online
• Supermarket/Hypermarket
• Others

The approach of the report:
This report consists of a combined approach of primary and secondary research. Initially, secondary research was used to get an understanding of the market and list out the companies that are present in it. The secondary research consists of third-party sources such as press releases, annual reports of companies, government-generated reports, and databases. After gathering the data from secondary sources, primary research was conducted by making telephone interviews with the leading players about how the market is functioning and then conducting trade calls with dealers and distributors of the market. Post this; we have started doing primary calls to consumers by equally segmenting them in regional aspects, tier aspects, age group, and gender. Once we have primary data with us, we can start verifying the details obtained from secondary sources.

Intended audience
This report can be useful to industry consultants, manufacturers, suppliers, associations and organizations related to the Lingerie industry, government bodies, and other stakeholders to align their market-centric strategies. In addition to marketing and presentations, it will also increase competitive knowledge about the industry.