Swimwear market : analysis, trends and developments

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Title: Swimwear market : analysis, trends and developments
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stringueur

Date Posted：03/05/2026 08:47:47Copy HTML

Hello,

As a long-time swimmer, I enjoy analyzing developments in the swimwear market.

The market is divided into several subcategories :

- male / female

- leisure / sport

- classical / fashion / sexy

Over the past 20 years, I have noted several major developments.

- Online stores and online sales increased. Real stores reduced their choice.

- multiplication of suppliers. In the past, we had only the major brands. Now, with online stores, there are new brands.

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Leisure women swimwear :

This category is completely dominated by online retail sites. Choice, price... Temu, wish, aliexpress, etc.

I am convinced that the possibility of buying lots of swimsuits online at very low prices, and anonymously, has encouraged many young girls to buy sexy swimsuits for their wardrobes and then wear them.

There a lot of choice, and a lot of options for back coverage.

-----

Women sport swimwear

This category is still dominated by historical major brands (arena, speedo, tyr, etc.). However, these brands now face competition from Decathlon (in Europe) and from new small brands. This swimwear are most expensiv, that is to say x10 than low cost swimwear from China.

New small brands (jolyn, turbo, etc.) attract teenage female swimmers. They want originality and cheeky swimsuit.

Historical major brands sell classical swimsuit for the majority (kids, mature swimmers, those who don't want to buy online, and those who don't want to swim with their bottoms half exposed.

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Leisure men swimwear

This market is sluggish.

Men buy boardshort or an uggly short swimwear at their local stores and keep it several years. The uglier, the better.

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Men sport swimwear

Here the most interestingpart.

This category is still dominated by historical major brands (arena, speedo) and now decathlon.

Small brands don't offer really alternative : they sell the sameswimwear than major brands, except it is more expensive.

No brand is offering back coverge option for example. Choice is very limited, from the more coverage to the less :

- jammers

- short swimwear

- sunga briefs

- briefs

(remember : boardshorts are prohibited in public pool and are NOT suitable for swimming)

No cheeky coverage. It is always full back coverage.

25 years ago, briefs was the standard in Euope but they almost disappeared.

Jammers became the standard about 10/15 years ago.

Then, a few years ago, I noticed that swim briefs came back.

Budgysmuggler gave confidence tomen for wearing briefs. They succeded to make understand that briefs are not gay and courageous men wear them.

Actually, I notice less and less jammers in the pools or in the stores.

Sunga briefs is the new standard. There are also short swimwears but I notice more and more briefs.

The 2 historical major brands (speedo and arena) offer actually a lot of choice in briefs category. However, decathlon didn't take the turn yet.

Unluckily, still no back coverage options, for my dispair.

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