Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept & Close

Nightwear - UK - August 2010

Over eight in ten (83%) adults wear something to sleep in, according to Mintel’s consumer research. Despite this, nightwear continues to be largely ignored by many retailers, with little change in the offer over the last few years. Pyjamas remain the most popular bed attire, with over four in ten (42%) adults wearing them as nightwear. While demand for pyjamas has soared over the last ten years, there has been little product innovation.

What we have found out:

  • The overall nightwear market grew steadily, rising by 9.2% over the last five years to reach £476 million in 2010, fuelled by growth in the women’s sleepwear sector.
  • While Marks & Spencer remains the most popular nightwear retailer for both men and women, both value retailers and supermarkets are increasing their share of the market as more than one in ten consumers (13%) wears inexpensive bed attire.
  • More than eight in ten adults (83%), equivalent to 42.6 million people, wear some form of nightwear to bed, with pyjamas continuing to be the most popular choice.
  • Most people need their bodies to be at a comfortable temperature in order to fall asleep, with four in ten people (39%) wanting to sleep in attire that keeps them cool and fresh, while more than three in ten (31%) prefer something warm and snug.
  • Only one in ten consumers buys nightwear on impulse, while nearly half of adults (48%) only buy new sleepwear to replace old items. The challenge for manufacturers is to create new forms of engagement to encourage shoppers to purchase nightwear more frequently.
  • A number of nightwear manufacturers in overseas markets have spotted the potential to target consumers’ temperature-related concerns by implementing intelligent fibres into their designs that regulate body temperature and help to reduce pain.
  • A third of people, equivalent to 17 million adults, look for nightwear that is suitable for wearing around the house. Loungewear is one of the main growth markets within nightwear and many retailers have spotted this potential and are planning to launch dedicated loungewear ranges this autumn.

What you get

What's included

Why buy from us?

Succeed

Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

Buy now and you'll have instant access to the information you need to make the right decisions.

Opportunities

Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.

Trusted

A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.

Table of contents

  1. Issues in the Market

      • Key themes
        • Definitions
          • Abbreviations
          • Future Opportunities

              • High-tech nightwear
                • And…relax
                  • An (almost) human touch
                    • Making the most of the home
                    • Market in Brief

                      • Nightwear grows steadily
                        • Most adults sleep in something
                          • M&S dominates nightwear
                            • Value retailers and supermarkets grab a share
                              • Pyjamas are top choice
                                • Temperature and season are key
                                  • Demand for loungewear rises
                                    • Feeling natural at night
                                      • Many opt for cheap nightwear
                                        • Replacement motivates new purchases
                                          • Nightwear is not just for Xmas
                                            • Holidays get people in the mood
                                              • Three main target groups
                                                • The future
                                                • Internal Market Environment

                                                  • Key points
                                                    • People spend more time at home
                                                      • Figure 1: Consumer spending selected sectors, 2009
                                                    • Weather impacts nightwear choice
                                                      • Figure 2: Mean annual temperature, summer and winter temperatures and summer sunshine hours, 2000-09
                                                    • Holidays motivate nightwear purchases
                                                        • Figure 3: Holiday or short break in the last 12 months, 2005-09
                                                        • Figure 4: Type of holiday taken for last holiday, 2005-09
                                                      • Desire to look attractive
                                                        • Comfort is more important than style
                                                          • People spend less when shopping
                                                            • Premium nightwear market
                                                              • Figure 5: Agreement with selected lifestyle statements, 2005-09
                                                          • Broader Market Environment

                                                            • Key points
                                                              • Young and old to boost market
                                                                • Figure 6: Trends in the age structure of the UK population, by gender, 2005-15
                                                                • Figure 7: Trends and projections in the UK population (‘000s), by age group, 2005-15
                                                                • Figure 8: UK population, by lifestage, 2005-15
                                                              • Socio-economic changes
                                                                • Figure 9: UK population, by socio-economic group, 2005-15
                                                              • PDI and consumer spending
                                                                • Figure 10: Trends in personal disposable income and consumer expenditure, at constant 2010 prices, 2005-15
                                                            • Strengths and Weaknesses in the Market

                                                              • Strengths
                                                                • Weaknesses
                                                                • Who’s Innovating?

                                                                  • Temperature-regulating nightwear
                                                                    • Natural nightwear
                                                                      • Bridging the gap between outerwear and sleepwear
                                                                      • Market Size and Forecast

                                                                        • Key points
                                                                          • Nightwear market grows steadily
                                                                            • Figure 11: UK retail sales of nightwear, at current and constant 2010 prices, 2005-15
                                                                          • Women drive growth
                                                                            • Figure 12: UK retail sales of women’s nightwear, at current and constant 2010 prices, 2005-15
                                                                          • Men buy less nightwear
                                                                            • Figure 13: UK retail sales of men’s nightwear, at current and constant 2010 prices, 2005-15
                                                                          • The future
                                                                            • Figure 14: Forecast of retail sales of nightwear at current prices, 2005-15
                                                                            • Figure 15: Forecast of nightwear at current and constant 2010 prices, 2010-15
                                                                            • Figure 16: Forecast retail sales of women’s nightwear at current prices, 2005-15
                                                                            • Figure 17: Forecast of women’s nightwear at current and constant 2010 prices, 2010-15
                                                                            • Figure 18: Forecast retail sales of men’s nightwear at current prices, 2005-15
                                                                            • Figure 19: Forecast of men’s nightwear at current and constant 2010 prices, 2010-15
                                                                          • Factors used in the forecast
                                                                          • Competitive Context

                                                                            • Key points
                                                                              • Nightwear compared to underwear and outerwear
                                                                                • Figure 20: Retail sales of men and women’s nightwear, underwear and outerwear, 2005-10
                                                                            • Market Share

                                                                              • Key points
                                                                                • Figure 21: Brand shares in the UK retail nightwear market, by value, 2007 and 2009
                                                                            • Companies and Products

                                                                              • Bhs
                                                                                • Cyberjammies
                                                                                  • Debenhams
                                                                                    • La Senza
                                                                                      • Marks & Spencer
                                                                                        • Next Plc
                                                                                          • Primark
                                                                                          • Consumer – Style of Clothes Worn to Bed

                                                                                            • Key points
                                                                                                • Figure 22: Type of clothes worn to bed, May 2010
                                                                                              • Pyjamas are top choice
                                                                                                • Nightdresses liked by older women
                                                                                                  • T-shirts worn by young men
                                                                                                    • Underwear transforms into nightwear
                                                                                                      • Other forms of nightwear
                                                                                                        • Those who wear nothing
                                                                                                        • Consumer – Attitudes Towards Wearing Nightwear

                                                                                                          • Key points
                                                                                                              • Figure 23: Attitudes towards what consumers wear to bed, May 2010
                                                                                                            • Temperature is key
                                                                                                              • Demand for loungewear rises
                                                                                                                  • Figure 24: Attitudes towards what consumers wear to bed, by age, May 2010
                                                                                                                • Feeling natural at night
                                                                                                                  • Special-occasion luxury fabrics
                                                                                                                    • Many opt for cheap nightwear
                                                                                                                      • Most don’t wear nightwear out the house
                                                                                                                        • Importance of comfort
                                                                                                                        • Consumer – Reasons for Purchasing Nightwear

                                                                                                                          • Key points
                                                                                                                              • Figure 25: Reasons to purchase nightwear, May 2010
                                                                                                                            • Replacement motivates new purchases
                                                                                                                              • Women buy discounted nightwear
                                                                                                                                • Few buy on impulse
                                                                                                                                  • Nightwear is not just for Xmas
                                                                                                                                    • Holidays get people in the mood
                                                                                                                                      • Seasonal nightwear
                                                                                                                                      • Consumer – Where Nightwear is Bought

                                                                                                                                        • Key points
                                                                                                                                            • Figure 26: Retailers where nightwear is bought, May 2010
                                                                                                                                          • Most buy from one shop
                                                                                                                                            • Figure 27: Repertoire of shops where nightwear is bought, May 2010
                                                                                                                                          • M&S stands out
                                                                                                                                            • Value retailers
                                                                                                                                              • Supermarkets attract new shoppers
                                                                                                                                                • La Senza draws a young crowd
                                                                                                                                                  • Department stores
                                                                                                                                                    • Next
                                                                                                                                                      • Bhs
                                                                                                                                                        • Mail order and online
                                                                                                                                                        • Target Groups

                                                                                                                                                          • Key points
                                                                                                                                                            • Identifying targets
                                                                                                                                                              • Figure 28: Target groups for nightwear, May 2010
                                                                                                                                                            • Cool at Night (49%)
                                                                                                                                                              • Who are they?
                                                                                                                                                                • Reaching this group
                                                                                                                                                                  • Seasoned Sleepers (15%)
                                                                                                                                                                    • Who are they?
                                                                                                                                                                      • Reaching this group
                                                                                                                                                                        • Hot in Bed (37%)
                                                                                                                                                                          • Who are they?
                                                                                                                                                                            • Reaching this group
                                                                                                                                                                            • Appendix – Internal Market Environment

                                                                                                                                                                                • Figure 29: Agreement with selected lifestyle statements, by demographics, 2009
                                                                                                                                                                            • Appendix – Style of Clothes Worn to Bed

                                                                                                                                                                                • Figure 30: Most popular styles of clothes worn to bed, by demographics, May 2010
                                                                                                                                                                                • Figure 31: Next most popular styles of clothes worn to bed, by demographics, May 2010
                                                                                                                                                                                • Figure 32: Wear nightdress to bed, by demographics, May 2010
                                                                                                                                                                                • Figure 33: Statements on styles of clothes worn to bed, by styles of clothes worn to bed, May 2010
                                                                                                                                                                                • Figure 34: Occasion/reason for which nightwear bought for self, by styles of clothes worn to bed, May 2010
                                                                                                                                                                                • Figure 35: Shops nightwear bought from, by styles of clothes worn to bed, May 2010
                                                                                                                                                                            • Appendix – Attitudes Towards Wearing Nightwear

                                                                                                                                                                                • Figure 36: Statements on styles of clothes worn to bed, by demographics, May 2010
                                                                                                                                                                                • Figure 37: Shops nightwear bought from, by statements on styles of clothes worn to bed, May 2010
                                                                                                                                                                            • Appendix – Reasons for Purchasing Nightwear

                                                                                                                                                                                • Figure 38: Most popular occasion/reason for which nightwear bought for self, by demographics, May 2010
                                                                                                                                                                                • Figure 39: Next most popular occasion/reason for which nightwear bought for self, by demographics, May 2010
                                                                                                                                                                                • Figure 40: Shops nightwear bought from, by most popular occasion/reason for which nightwear bought for self, May 2010
                                                                                                                                                                                • Figure 41: Shops nightwear bought from, by next most popular occasion/reason for which nightwear bought for self, May 2010
                                                                                                                                                                            • Appendix – Where Nightwear is Bought

                                                                                                                                                                                • Figure 42: Most popular shops nightwear bought from, by demographics, May 2010
                                                                                                                                                                                • Figure 43: Next most popular shops nightwear bought from, by demographics, May 2010
                                                                                                                                                                                • Figure 44: Repertoire of shops nightwear bought from, by demographics, May 2010
                                                                                                                                                                            • Appendix – Target Groups

                                                                                                                                                                                • Figure 45: Target groups, by demographics, May 2010
                                                                                                                                                                                • Figure 46: Styles of clothes worn to bed, by target groups, May 2010
                                                                                                                                                                                • Figure 47: Wear nightdress to bed, by target groups, May 2010
                                                                                                                                                                                • Figure 48: Statements on styles of clothes worn to bed, by target groups, May 2010
                                                                                                                                                                                • Figure 49: Occasion/reason for which nightwear bought for self, by target groups, May 2010
                                                                                                                                                                                • Figure 50: Shops nightwear bought from, by target groups, May 2010

                                                                                                                                                                            Companies Covered

                                                                                                                                                                            • Aldi Stores Ltd (UK & Ireland)
                                                                                                                                                                            • Ann Summers Ltd
                                                                                                                                                                            • Arcadia Group
                                                                                                                                                                            • Asda Group Ltd
                                                                                                                                                                            • ASOS (UK retail sales)
                                                                                                                                                                            • Associated British Foods Plc
                                                                                                                                                                            • Bath & Body Works
                                                                                                                                                                            • Bhs Ltd
                                                                                                                                                                            • British Market Research Bureau (BMRB)
                                                                                                                                                                            • Burton old
                                                                                                                                                                            • Calvin Klein, Inc.
                                                                                                                                                                            • Co-operative Group
                                                                                                                                                                            • Condé Nast Publications Inc.
                                                                                                                                                                            • Debenhams Total (GTV)
                                                                                                                                                                            • Donna Karan International Inc.
                                                                                                                                                                            • Dorothy Perkins old
                                                                                                                                                                            • Elle MacPherson Intimates
                                                                                                                                                                            • Facebook, Inc.
                                                                                                                                                                            • Figleaves Global Trading Ltd
                                                                                                                                                                            • Glamour
                                                                                                                                                                            • Good Housekeeping
                                                                                                                                                                            • Government Actuary's Department (GAD)
                                                                                                                                                                            • H&M Hennes & Mauritz
                                                                                                                                                                            • Henri Bendel
                                                                                                                                                                            • House of Fraser Plc
                                                                                                                                                                            • J. Sainsbury
                                                                                                                                                                            • John Lewis Partnership
                                                                                                                                                                            • Kantar Media
                                                                                                                                                                            • Knickerbox (UK) Ltd
                                                                                                                                                                            • La Senza Ltd
                                                                                                                                                                            • Lidl (UK)
                                                                                                                                                                            • Limited Brands Inc
                                                                                                                                                                            • Lion Capital
                                                                                                                                                                            • Marks & Spencer
                                                                                                                                                                            • Matalan Ltd
                                                                                                                                                                            • Netto Foodstores Ltd
                                                                                                                                                                            • Next Group
                                                                                                                                                                            • Peacocks
                                                                                                                                                                            • Primark Stores Ltd
                                                                                                                                                                            • Ralph Lauren Ltd
                                                                                                                                                                            • Rigby & Peller Ltd
                                                                                                                                                                            • Ted Baker
                                                                                                                                                                            • Tesco Plc
                                                                                                                                                                            • The TJX Companies
                                                                                                                                                                            • Topman old
                                                                                                                                                                            • Topshop old
                                                                                                                                                                            • Victoria's Secret
                                                                                                                                                                            • Waitrose
                                                                                                                                                                            • Wallis old
                                                                                                                                                                            • White Stuff Ltd
                                                                                                                                                                            • Wm Morrison Supermarkets

                                                                                                                                                                            Nightwear - UK - August 2010

                                                                                                                                                                            £1,995.00 (Excl.Tax)