The European market potential for pants and trousers

The European pants and trousers market follows general apparel industry trends and developments related to sustainability, circularity and corporate social responsibility, driven mainly by policy initiatives under the European Union’s European Green Deal.

1. Product description: pants and trousers

The pants segment includes trousers, bib and brace overalls, breeches and shorts. The HS code classification system further segments it by gender, fabric construction, fibre type, use and specific cotton fabric type (see below).

Figure 1: Pants and trousers account for 20% of all European apparel imports from developing countries

Source: Alicia Petresc via Unsplash

The largest fibre category is cotton, which accounts for 61.5% of the pants and trousers imported into Europe. This is followed by synthetics, with a 28.5% share. Industrial and occupational pants and trousers make up almost 5% of the market, while denim pants and trousers make up almost a quarter of the market (23.8%). The highest average annual growth for 2018-2023 was in the other textile materials (11.9%) and synthetic fibre (8.9%) segments, as well as in the industrial and occupational segment (7.2%). 

Table 1: Pants and trousers HS codes

Source: Eurostat

2. What makes Europe an interesting market for pants and trousers?

Europe is one of the biggest importers of pants and trousers in the world, at an import value of €39.1 billion in 2023 (up from €30.6 billion in 2018). This is roughly 4.3 billion units of pants and trousers in 2023 (down slightly from 4.5 billion units in 2018). Between 2018 and 2023, the value of the European Union’s pants and trousers imports grew by an average annual rate of 5%.

Looking ahead to 2025 and beyond, the drivers of growth are expected to change. According to the McKinsey State of Fashion 2025 report, apparel growth in Europe will be driven by volume rather than price. As a result, differentiation (new designs and new niches) will be an important factor in capturing market share.

Table 2: European Union pants and trousers imports between 2018 and 2023, value in billion €

Source: Eurostat, 2025

The European Union (EU) is also a large re-exporter of pants and trousers, at a total export value of €28.1 billion in 2023 (up from €20.7 billion in 2018). Between 2018 and 2023, EU pants and trousers exports grew at an average yearly rate of 6.2%. The biggest EU exporters in 2023 were Germany (€6.4 billion), Italy (€3.5 billion), the Netherlands (€3.2 billion), Spain (€3.1 billion), Poland (€2.6 billion) and Belgium (€1.9 billion).

Source: Eurostat, 2025

Together, Germany, Italy, the Netherlands, Spain, Poland and Belgium represent 74.6% of the EU’s pants and trousers exports. Poland, the Netherlands and Germany had the strongest export growth within this group, with an average yearly increase of 15.4%, 9.5% and 7.2%, respectively. In contrast, Belgium and Spain experienced export growth far lower than the EU average of 6.2% per year.

Source: Eurostat, 2025

In 2023, pants and trousers imports originating from inside the EU accounted for 52.9% of the total value of European pants and trousers imports (up from 45.8% in 2018). Developing-country suppliers accounted for 45.3% of all pants and trousers imports into the European Union in terms of value (down from 51.2% in 2018).

The value of European Union pants and trousers imports originating from developing countries was €17.7 billion in 2023. This value has grown at an average yearly rate of 2.5% since 2018, and is only half the growth rate of the overall EU pants and trousers segment. In the same period, pants and trousers imports from within the EU increased at a rate of 8.1%.

Re-export

The data points to an increasing interest in intra-EU trade and premium, value-added products. However, these statistics hide the fact that part of intra-EU trade is in products that were originally manufactured and exported to the EU by developing-country suppliers. These are re-exported as branded products. Therefore, this portion is not in direct competition with imports from developing countries. 

The top 5 intra-EU exporters are also part of the top 6 importers of pants and trousers. This means that these countries are becoming more important as regional distribution hubs. Growth of direct and indirect trade with developing countries is expected to continue, creating new opportunities for these countries.

Source: Eurostat, 2025

Europe’s extra-EU pants and trousers imports are dominated by Bangladesh, China and Türkiye. Together, these three countries account for 26.1% of all pants and trousers imports into the European Union. Bangladesh is the largest exporter of pants and trousers to the EU, with 12.7% of the EU import value in 2023. It is followed by China with 7% and Türkiye with 6.3%. Other extra-EU pants and trousers exporters have market shares of less than 5% of the overall pants and trousers import value.

Vietnam and Myanmar: increased market share

Between 2018 and 2023, of the top 10 extra-EU exporters to the EU, only Vietnam and Myanmar increased their market share (by 0.1% and 0.3%, respectively). On the other hand, China, Bangladesh and Cambodia experienced the biggest loss of market share (by 2.5%, 0.9% and 0.9%, respectively). In terms of average annual growth, exports from Myanmar, Vietnam and Pakistan all grew by more than 5%, compared to an average annual extra-EU country export growth of 2.1%.

Germany, Spain and Poland: highest pants and trousers exports within the EU

The intra-EU pants and trousers trade is dominated by Germany, Spain and Poland. These countries supply 25.4% of total intra-EU pants and trousers imports, followed by the Netherlands with 6%, Italy with 4.6%, and Belgium with 4.1%. All these countries increased their market shares between 2018 and 2023, but only Poland, Spain and the Netherlands increased theirs by more than 1%.

Table 3: Top 10 extra-EU pants and trousers exporters to the European Union, 2023

Source: Eurostat 2025

Germany, Spain and Poland are the biggest exporters of pants and trousers within the EU. Poland has also seen the highest 5-year growth in intra-EU exports.

Table 4: Top 10 intra-EU pants and trousers exporters to the European Union, 2023

Source: Eurostat, 2025

Figure 5: Cotton is the most popular fibre for pants and trousers sold in Europe, with a growing preference for organic cotton

Source: Caleb Woods via Unsplash

3. Which European countries offer the most opportunities for pants and trousers?

Western European markets are generally much larger and better developed than those of Central and Eastern Europe in terms of supply chain organisation and quality control. The top pants and trousers import markets in the EU are Germany, France, Spain, the Netherlands, Italy and Poland. These 6 countries together account for 73.7% of pants and trousers imports in the EU, and grew at an average rate of 5.75% per year between 2018 and 2023.

Table 5: Top 10 European Union importers of pants and trousers, 2023

Source: Eurostat, 2025

Of the top 10 importers, Spain, Denmark and the Netherlands stand out in terms of developing-country sourcing of pants and trousers, with 69.4%, 59.5% and 55.8%, respectively. Poland grew its imports from developing countries by almost 17% between 2018 and 2023. This rate is higher than that of the country’s overall import growth, indicating it is stepping up its sourcing from developing countries.

The average price of European imports of pants and trousers from developing countries increased by €1.51 between 2018 and 2023, from €5.29 to €6.80. 

Germany: Europe’s largest importer of pants and trousers

Germany is the largest pants and trousers import market in Europe, with an import value of €9.2 billion in 2023 (up from €7.1 billion in 2018). This is 938 million units of clothing. Between 2018 and 2023, the value of Germany’s pants imports grew at an average rate of 5.3% per year, while import volume grew at just 0.4% per year.

In the same period, the value of Germany’s imports from developing countries grew at an annual average of 3.7%. Pants and trousers from developing countries made up 50.7% of Germany’s imports in this product segment (well above the EU average).

Strict on sustainability

Germany has strict and increasing sustainability requirements, driven by national legislation and policies. Some German legislation on harmful chemicals goes beyond EU REACH legislation. It also has its own social and environmental standard, the Grüner Knopf label, which is displayed on garments at the point of sale. Although investment in chemical management and certification is required, this will provide opportunities for higher-quality and sustainable products in the coming years, in line with overall segment trends.

Men’s pants and trousers make up 48.2% of pants and trousers imports in Germany (down from 49.6% in 2018), and averaged 4.7% annual growth between 2018 and 2023. This is lower than the women’s pants and trousers segment, which grew by 5.9%. Unit prices for men’s pants and trousers are significantly higher than those of women’s (€14.17/unit for men’s compared to €7.68/unit for women’s). 

The women’s pants and trousers segment saw a positive price development of €1.51 between 2018 and 2023. This is less than half that of the men’s pants and trousers segment (€3.61).

Table 6: Imports of pants and trousers to Germany by segment, 2023

Source: Eurostat, 2025

Well-known German brands and retailers that produce and market pants and trousers include MEYER, Gerry Weber, JEANS FRITZ, MMX, Esprit, Hugo Boss, Tom Tailor and Marc O’Polo.

France: a volume market with increasing sustainability requirements

France is the second-largest import market for pants and trousers in Europe, at an import value of €4.7 billion in 2023 (up from €3.9 billion in 2018). This is around 549 million units of clothing. Between 2018 and 2023, the value of French pants and trousers imports grew at an average annual rate of 3.8%, while the import volume fell annually by 1%. 

In the same period, the value of imports from developing countries grew by an average of 2.5% per year. Pants and trousers from developing countries made up 41.2% of French imports in this product segment, less than the EU average.

Men’s pants and trousers make up 46% of pants and trousers imports in France (up from 44.4% in 2018), and averaged 4.6% annual growth between 2018 and 2023. This is higher than the women’s pants and trousers segment, which grew by an average of 3.2%.

A competitive volume market

France is a highly competitive volume apparel market. However, unit prices for men’s pants and trousers are higher than in every country in the top 6 (with the exception of Germany), at €11.66/unit for men’s vs. €7.13/unit for women’s. Both men’s pants and women’s pants saw positive price developments between 2018 and 2023, of €2.75 and €1.38, respectively.

France is stepping up sustainability legislation, particularly regarding chemicals. It is now a legal requirement in France to inform customers about products that contain one or more substances on the REACH Substances of Very High Concern (SVHC) list at the point of sale. While it will become harder to comply with French buyer requirements, there will also be increased demand for more sustainable products.

Table 7: Imports of pants and trousers to France by segment, 2023

Source: Eurostat, 2025

Well-known French brands and retailers producing and marketing pants and trousers include Sézane, Sweet Pants, 1083, The Kooples, Le Slip Français, La Redoute, Zadig&Voltaire and Galucebo.

Spain: Budget market that is home to some of the largest international retailers in Europe

Spain is the third-largest import market for pants and trousers in Europe, at an import value of €4.5 billion in 2023 (up from €4 billion in 2018). This is around 614 million units of clothing. Between 2018 and 2023, the value of Spain’s pants and trousers imports grew at an average annual rate of 2.3%, while the import volume fell by 1.1% annually. 

In the same period, the value of imports from developing countries experienced an average negative growth of 0.4% per year. However, pants and trousers imports from developing countries still made up 69.4% of Spain’s imports in this product segment (the highest among the top 10 importing countries).

Men’s pants make up 37.5% of pants and trousers imports in Spain (down from 40.8% in 2018), and increased by an average annual rate of just 0.6% between 2018 and 2023. This is lower than the women’s pants and trousers segment, which grew by an average annual rate of 3.4%. 

A few large retailers

Much of Spain’s imports are destined for a few large international fast-fashion retailers, like Inditex. Import statistics may not reflect the country’s relatively low gross domestic product (GDP), low average wages and underperforming local market. Prices are extremely competitive.

Unit prices for both men’s and women’s pants and trousers segments are the lowest among the top 6 importing countries, and the price difference between segments is also the lowest. Prices for men’s pants and trousers are slightly higher (€7.96/unit compared to €7.10/unit for women). Both men’s and women’s segments saw a positive price development between 2018 and 2023 (€1.03/unit and €1.24/unit, respectively).

Table 8: Imports of pants and trousers to Spain by segment, 2023

Source: Eurostat 2025

Well-known Spanish brands and retailers producing and marketing pants and trousers include Pull&Bear, Mango, Zara, Stradivarius, Loewe, Massimo Dutti, Pepe Jeans and Delpozo. 

The Netherlands: Distribution hub and centre for sustainable denim

The Netherlands is the fourth-largest import market for pants and trousers in Europe, at an import value of €3.8 billion in 2023 (up from €3.2 billion in 2018). This is around 403 million units of clothing. Between 2018 and 2023, the value of Dutch pants and trousers imports grew at an average annual rate of 3.5% per year, while the import volume fell annually by 4.3%. 

In the same period, the value of imports from developing countries grew by an average of 1% per year. Pants and trousers from developing countries constituted 55.8% of Dutch imports in this product segment (well above the EU average).

In the Netherlands, 51.3% of pants and trousers imports are men’s (vs. 49.6% in 2018). Between 2018 and 2023, they grew at an annual average of 4.2% – higher than the women’s pants and trousers segment, which grew at a 2.8% rate. Unit prices for men’s pants and trousers are higher than those of women’s (€11.49/unit compared to €8.24/unit for women’s). Both men’s and women’s pants saw positive price developments between 2018 and 2023, of almost €3.00.

Well-connected and keen on sustainability

The Netherlands profits from a favourable business climate that facilitates import and export. This, combined with its proximity to sea and availability of harbours, makes it an ideal avenue for product import into Europe. For this reason, many foreign apparel brands have established their headquarters in the Dutch capital, Amsterdam.

The country has positioned itself as a key player in the future sustainable transition of denim. Two of the biggest denim trade fairs are hosted in Amsterdam, and the city is also home to the only ‘Jean School’ in the world.

Table 9: Imports of pants and trousers to the Netherlands by segment, 2023

Source: Eurostat, 2025

Well-known Dutch brands producing and marketing pants and trousers (including denim) include MUD, Circle of Trust, Denham, Kings of Indigo, G-Star Raw, C&A, NIK&NIK and Vintage Industries.

Italy: global leader in luxury and design

Italy is the fifth-largest import market for pants and trousers in Europe, with an import value of €3.3 billion in 2023 (up from €2.6 billion in 2018). This is around 358 million units of clothing. Between 2018 and 2023, Italy’s pants and trousers imports grew by 5.3% in value, and remained stable in terms of volume.

In the same period, the value of imports from developing countries grew by an average of 2.5% per year. Pants and trousers from developing countries constituted 46.3% of Italy’s imports in this product segment (slightly higher than the EU average).

The men’s and women’s pants and trousers segments are split roughly equally (51% and 49%, respectively). This has remained stable since 2018. Both segments saw average annual growth rates of 5.3% between 2018 and 2023. Unit prices for men’s pants and trousers are higher than those for women’s (€10.91/unit compared to €8.24/unit). Both segments saw positive price developments between 2018 and 2023, of €2.51 and €1.91, respectively.

Table 10: Imports of pants and trousers to Italy by segment, 2023

Source: Eurostat, 2025

Italy has many well-known brands and retailers that produce and market pants and trousers, like Zanella, Diesel, Missoni, Boggi, Rota Pantolini and Prada.

Poland: fastest-growing economy in Europe

Poland is the sixth-largest import market for pants and trousers in Europe, with an import value of €2.9 billion in 2023 (up from €1.5 billion in 2018). This is around 399 million units of clothing. Between 2018 and 2023, Poland’s pants and trousers imports grew by 14.3% in value and 10.8% in volume. 

In the same period, the value of imports from developing countries grew by an annual average of 16.6%. Pants and trousers from developing countries constituted 30.1% of Poland’s imports in this product segment (significantly less than the EU average).

Because of lower GDP and wages and a lower level of consumer awareness regarding sustainability issues, Poland is not currently a suitable market for value-added or sustainable products. Prices are higher than expected for this budget market. This is likely due to the use of more indirect distribution (such as wholesalers) and a high level of intra-EU imports from countries like Germany (a 32.5% share and the largest exporter to Poland), Spain (12.5% share) and the Netherlands (5.3% share).

Growing imports from developing economies

Bangladesh is the most significant developing-country exporter to Poland, with a 13.8% share. As Poland’s economy continues to expand and domestic brands establish themselves, it is expected to increase its imports from developing countries. Note that Poland is the only top 10 EU importer of pants and trousers that increased its share of imports from developing countries (2.8%) between 2018 and 2023. Developing-country exporters will have many opportunities to increase exports to Poland in the short and medium term.

In Poland, 42.2% of pants and trousers imports are men’s (down from 43.4% in 2018). The segment showed an average annual growth of 13.7% between 2018 and 2023 – lower than that of the women’s pants and trousers segment, which grew at a 14.8% rate. 

Unit prices for men’s pants and trousers are higher than those of women’s (€8.70/unit compared to €6.77/unit). Both men’s and women’s segments saw positive price developments between 2018 and 2023, of €1.54 and €0.86, respectively (the lowest increases of the top 6 importing countries).

Table 11: Imports of pants and trousers to Poland by segment, 2023

Source: Eurostat, 2025

Poland’s largest clothing manufacturer is LPP, with its umbrella of brands including Reserved, House, Cropp, Mohito and Sinsay.

4. Which trends offer opportunities or pose threats in the European pants and trousers market?

The European pants and trousers market reflects trends and developments in the wider apparel industry with respect to sustainability, circularity and corporate social responsibility. This is driven largely by policy initiatives under the EU Green Deal. Within this segment, the denim industry offers inspiration for innovation and sustainable production practices.

The denim segment is driving sustainable innovation

Denim pants and trousers have been a staple of the European consumer’s wardrobe (men, women and children alike). They make up 23.8% of the total pants and trousers market in Europe. There has been increased innovation and variety in fabrics, styling, trims and finishing effects. Denim is also one of the apparel categories with the highest negative impact on human health and the environment. In Europe, there has been a lot of pressure to produce more sustainably. Many European brands are focusing their efforts on:

• Increased use of organic and/or recycled cotton;
• Reduced water consumption;
• Elimination of hazardous chemicals throughout the supply chain;
• Designing for circularity:
  • Less use of trims;
  • Ease of disassembly/removable trims;
  • Recyclable garments/fabrics.

Denim ‘detox’ initiatives promote transparency and the sharing of best practices. This is good news for manufacturers, because a lot of information, tools and guidelines can be easily found online. For example, the Jeans Redesign guidelines for circular denim and the Kingpins show guidelines outline the criteria denim products must meet to be labelled 'most sustainable'. 

High functionality workwear is a growing segment

Industrial and occupational pants and trousers are work pants/trousers designed to offer durability, protection and utility for workers in specific industries such as construction, manufacturing, logistics, healthcare, food service and utilities. This segment makes up almost 5% of the total pants and trousers market in Europe. Between 2018 and 2023, the segment grew at a rate 2.2% higher than the overall pants and trousers segment. 

These garments are made from durable materials, often with flame-resistance, water repellence, stain resistance and/or moisture-wicking properties. They may also have structural features, such as reinforced knees/seat, tool pockets, hammer loops and reflective elements.

This segment is highly regulated in the European Union, and products must comply with strict safety, quality and performance standards. The average unit price for developing-country imports of industrial/occupational pants and trousers is almost 100% higher than that of standard work pants and trousers. Premium pricing provides attractive margins for manufacturers who can meet these requirements while maintaining competitive production costs.

Figure 6: Synthetic fibre use is growing in the European pants and trousers market. Consider using recycled options.

Source: engin akyurt via Unsplash

Synthetic fibre growth and EU regulations are increasing the use of recycled polyester

Between 2018 and 2023, sales of pants and trousers made from synthetic fibres grew by 8.9% (3.9% higher than the overall pants and trousers segment). This reflects increased demand for easy care and functional clothing, a trend that is closely related to the rise of activewear and fashion sportswear.

At the same time, the European fashion industry is scaling up the use of materials made from recycled inputs. This is in response to an EU Green Deal-related target to ensure that, by 2030, textile products placed on the EU market are 'to a great extent made of recycled fibres'. The number of Global Recycled Standard (GRS) and Recycled Content Standard (RCS) certifications increased by 69% and 61%, respectively, between 2021 and 2024, reaching 43,427 and 12,863 facilities globally.

Because of current limitations in fibre-to-fibre recycling, a large portion of recycled fibres used in apparel production today is polyester fibres (synthetic) made from non-textile waste, such as PET bottles. On a global scale in 2023, recycled cotton made up only 1% of the cotton fibre market, but recycled polyester made up 12.5% of the polyester fibre market.

In the future, the EU is expected to place limits on the use of PET bottles as a source of recycled polyester textile fibres. EU brands and retailers will prefer suppliers that can source and develop recycled materials (particularly fibre-to-fibre).

For background information and practical guidance, read the CBI study on the European market potential for recycled fashion.

Best practice

Thygesen in Vietnam showcases pants and trousers, among other apparel items. The factory has WRAP, BSCI and Better Work certifications, and emphasises sustainable practices, fair labour conditions and volume capacity. Professional photography and layout, transparent standards, and global brand partnerships (Nike, Puma, The North Face) make it a good example of pants manufacturing in Asia.

FT Journalistiek carried out this study in partnership with Giovanni Beatrice on behalf of CBI.

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