Core Insights - The increasing consumer focus on health has transformed underwear selection into a health decision requiring scientific guidance, as highlighted in the "2025 Safe Underwear Purchasing White Paper" released by JD Fashion and Ipsos [1] Market Trends - The underwear category is experiencing dual-engine growth, with men's underwear accounting for 60% of the market share, while women's underwear is growing at a faster rate, presenting new growth opportunities for brands [2] - From 2023 to 2025, JD's underwear product offerings are expected to increase significantly, with emerging brands seeing over 50% sales growth and established brands achieving over 30% growth, indicating a shift from scale expansion to quality and innovation-driven growth [2] Consumer Behavior - Consumer behavior is becoming more refined, with male consumers showing a trend towards "refined masculinity," leading to an increase in average spending, while female consumers exhibit higher purchasing frequency, 15% more than males [4] - The consumption of underwear is evolving from single-function products to "scene solutions," with functional products like shaping, cooling, antibacterial, and quick-drying options gaining traction, leading to a new norm of "multiple styles for one person" [6] Product Insights - The white paper identifies three main consumer pain points in underwear selection, including issues with fit, fabric comfort, and the common practice of wearing underwear until it is damaged, which poses health risks [7][8] - The "W.E.A.R. Safe Underwear Purchasing Index" is introduced to evaluate underwear performance across four dimensions: thermal comfort, contact comfort, pressure comfort, and health protection [8] - The paper analyzes three main fabric types: cotton, regenerated cellulose fibers (like modal), and ice silk (often nylon), advising consumers to choose based on sweat levels, activity scenarios, and skin sensitivity [8] - New materials for the crotch area, such as polylactic acid (corn fiber), silver ions, and mugwort, are gaining attention for their antibacterial properties, with consumers encouraged to match their health needs with appropriate materials [9] Style and Market Segmentation - There is a shift from "universal design" to "scene-specific" styles, with women's underwear now categorized into basic comfort, seamless sports, lace elegance, and menstrual protection, while men's styles cover daily basics and home wear [9] - Special market segments are emerging for disposable underwear and festive-themed products, with items like disposable underwear and red-themed underwear for celebrations gaining popularity during events like JD's 11.11 sale [9]