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Underwear - UK - February 2011

While the majority of women favour basic and plain styles of underwear and men tend to always opt for the same styles they always wear, the underwear market is still strongly influenced by fashion. Innovation in fabrics and new designs are strong drivers of sales in the underwear market, with 2010 seeing lots of new products launched onto the market, helping to encourage consumers to buy new pieces for reasons other than just replacement.

  • The underwear market began to bounce back in 2010, with sales increasing 1% to £2.6 billion following a tough 2009 as a result of the recession.
  • Marks & Spencer had increased in popularity among women, with over half currently purchasing from M&S (54% in 2010 versus 49% in 2009).
  • Women favour basic and plain styles of underwear over sexy pieces, with half buying everyday plain styles for themselves, compared with just over one in ten (12%) who buy luxury/sexy styles.
  • Under-35s are almost three times as likely as their older counterparts to buy underwear sets (63% versus 22%), with interest in having co-ordinated bra and brief sets diminishing with age.
  • One in five women had a bra fitting during 2010, rising to nearly three in ten 55-64s and a quarter of 35-44s.
  • Shapewear has risen in popularity with more than one in ten women having bought shapewear in 2010, a 2-percentage point increase since 2009.
  • Women are more experimental with their underwear than men, with nearly one in five (17%) liking to try different styles.
  • New high profile entrants to the lingerie market - including Victoria’s Secret and Amazon - have led to increased media coverage of the sector and are also likely to drive consumer interest.
  • One of the main trends of 2010 was the blurring of the lines between underwear and outerwear, driven by singers such as Lady Gaga, Lily Allen and Rihanna.

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Table of contents

  1. Issues in the Market

      • Main themes
        • Definition
          • Excluded
            • Abbreviations
            • Future Opportunities

              • Trend: Fauxthenticity
                • Trend: Men Shopping Badly
                • Market in Brief

                  • Underwear bounces back
                    • Men’s underwear purchases stay steady
                      • Decline in women’s lingerie purchases
                        • Bra sizes increase as obesity rates rise
                          • M&S leads on lingerie
                            • Debenhams draws younger crowd
                              • Under-25s favour La Senza
                                • Plain lingerie favoured over sexy items
                                  • Young prefer bra and brief sets
                                    • Older women care what material is used
                                      • One in five use bra-fitting services
                                        • Shapewear grows in popularity
                                          • Four in ten haven’t cut back on underwear
                                            • Men are creatures of habit
                                              • More underwear gifts given to men
                                                • Ladies experiment more
                                                  • Adspend recovers
                                                    • The future
                                                    • Internal Market Environment

                                                      • Key points
                                                          • Figure 1: Trends in men buying men’s underwear and women buying women's underwear in the last 12 months, 2006-10
                                                        • Men’s underwear purchases stay steady
                                                          • Decline in women’s lingerie purchases
                                                            • Women spend more on underwear
                                                              • Bra sizes increase as obesity rates rise
                                                                • Figure 2: Trends in obesity, by gender, 2007-10
                                                              • Sporty underwear
                                                                • Figure 3: Participation in individual sports, 2010
                                                              • Launch of Bra Retailers Association
                                                                • Specialists branch out into womenswear
                                                                • Broader Market Environment

                                                                  • Key points
                                                                    • Population changes to impact sector
                                                                      • Figure 4: Trends and projections in the age structure of the UK population, 2005-15
                                                                    • Maternity underwear
                                                                      • Figure 5: Number of births and fertility rate – UK, 2005-15
                                                                    • Rise in ABs to benefit brands
                                                                      • Figure 6: Forecast adult population trends, by socio-economic group, 2005-15
                                                                    • PDI and consumer spending
                                                                      • Figure 7: GDP, PDI, consumer expenditure and savings, at current prices, 2005-15
                                                                  • Strengths and Weaknesses in the Market

                                                                    • Strengths
                                                                      • Weaknesses
                                                                      • Who’s Innovating?

                                                                        • Key points
                                                                          • Charitable underwear
                                                                            • Underwear as outerwear
                                                                              • Unique marketing techniques
                                                                                • Innovative bras
                                                                                  • Invisible lingerie
                                                                                    • Shapewear for men
                                                                                      • New entrants to the market
                                                                                      • Competitive Context

                                                                                        • Key points
                                                                                          • Figure 8: UK retail sales of men’s and women’s underwear and outerwear, 2005-10
                                                                                      • Market Size and Forecast

                                                                                        • Key points
                                                                                          • Figure 9: UK retail value sales of underwear, at constant and current prices, 2005-15
                                                                                          • Figure 10: UK retail value sales of underwear, by gender, at constant prices, 2005-15
                                                                                        • Women dominate
                                                                                          • The future
                                                                                            • Figure 11: Best and worst forecasts of UK retail value sales of underwear, 2005-15
                                                                                          • Forecast methodology
                                                                                          • Segment Performance

                                                                                            • Key points
                                                                                              • Women’s underwear
                                                                                                • Figure 12: UK retail value sales of women’s underwear, by type, 2005-10
                                                                                              • Men’s underwear
                                                                                                • Figure 13: UK retail value sales of men’s underwear, by type, 2005-10
                                                                                            • Brand and Retail Shares

                                                                                              • Key points
                                                                                                • Brand shares in women’s lingerie
                                                                                                  • Figure 14: Brand shares in UK retail value sales of women’s lingerie*, 2009 and 2010
                                                                                                • Brand shares in men’s underwear
                                                                                                  • Figure 15: Brand shares in UK retail value sales of men’s underwear, 2009 and 2010
                                                                                                • Retail shares
                                                                                                  • Figure 16: UK retail value sales of underwear, by outlet type, 2009 and 2010
                                                                                              • Companies and Products

                                                                                                • Marks & Spencer
                                                                                                    • Figure 17: Marks & Spencer product range, December 2010
                                                                                                    • Figure 18: Marks & Spencer, consolidated financial results, 2009 and 2010
                                                                                                  • Lingerie specialists
                                                                                                    • La Senza
                                                                                                        • Figure 19: La Senza UK product range, December 2010
                                                                                                        • Figure 20: La Senza Limited (UK), annual results, 2009 and 2010
                                                                                                      • Figleaves
                                                                                                          • Figure 21: Figleaves UK product range, December 2010
                                                                                                          • Figure 22: Figleaves Global Trading Limited, annual results, 2008 and 2009
                                                                                                        • Triumph International
                                                                                                            • Figure 23: Triumph International product range, December 2010
                                                                                                            • Figure 24: Triumph International Limited, annual results, 2008 and 2009
                                                                                                          • Apparel
                                                                                                              • Figure 25: DB Apparel UK product range, December 2010
                                                                                                              • Figure 26: DB Apparel UK Limited annual results, 2009 and 2010
                                                                                                            • CUK Clothing Limited (formerly Courtaulds (UK) Limited)
                                                                                                                • Figure 27: CUK Clothing Limited product range, December 2010
                                                                                                                • Figure 28: CUK Clothing Limited (formerly Courtaulds (UK) Limited) annual results, 2008 and 2009
                                                                                                              • Eveden
                                                                                                                  • Figure 29: Eveden Group Limited product range, December 2010
                                                                                                                  • Figure 30: Eveden Group Limited, annual results, 2008 and 2009
                                                                                                                • Linwood Fabric
                                                                                                                    • Figure 31: LF Intimates Limited product range, December 2010
                                                                                                                  • MJM International
                                                                                                                      • Figure 32: MJM International product range, December 2010
                                                                                                                  • Brand Elements

                                                                                                                    • Brand map
                                                                                                                        • Figure 33: Attitudes towards and purchase of underwear brands, January 2011
                                                                                                                      • Brand attitudes
                                                                                                                        • Figure 34: Attitudes, by underwear brand, January 2011
                                                                                                                      • Brand personality
                                                                                                                        • Figure 35: Underwear brand personality – macro image, December 2010
                                                                                                                        • Figure 36: Underwear brand personality – micro image, December 2010
                                                                                                                      • Correspondence analysis
                                                                                                                        • Brand experience
                                                                                                                          • Figure 37: Underwear brand purchase, January 2011
                                                                                                                          • Figure 38: Satisfaction with various underwear brands, January 2011
                                                                                                                          • Figure 39: Consideration of underwear brands, January 2011
                                                                                                                          • Figure 40: Consumer perceptions of current underwear brand performance, January 2011
                                                                                                                          • Figure 41: Underwear brand recommendation – Net Promoter Score, January 2011
                                                                                                                        • Brand index
                                                                                                                          • Figure 42: Underwear brand index, January 2011
                                                                                                                          • Figure 43: Underwear brand index vs. recommendation, December 2010
                                                                                                                        • Target group analysis
                                                                                                                          • Figure 44: Target groups for underwear brands, December 2010
                                                                                                                          • Figure 45: Underwear brand usage, by target groups, December 2010
                                                                                                                        • Group One – The Conformists
                                                                                                                          • Group Two – Simply the Best
                                                                                                                            • Group Three – Shelf Stalkers
                                                                                                                              • Group Four – Habitual Shoppers
                                                                                                                                • Group Five – The Individualists
                                                                                                                                • Retail Advertising and Promotion

                                                                                                                                  • Key points
                                                                                                                                    • Adspend recovers
                                                                                                                                      • Figure 46: Main monitored media advertising expenditure on underwear and lingerie, stockings and tights, 2006-10
                                                                                                                                      • Figure 47: Main monitored media advertising expenditure on underwear and lingerie, stockings and tights, % share, by month, January-November 2010
                                                                                                                                    • The main brands
                                                                                                                                      • Figure 48: Main monitored media advertising expenditure on underwear and lingerie, stockings and tights, by top 20 advertisers (ranked on 2010 spend), 2009 and 2010
                                                                                                                                    • Media choices
                                                                                                                                      • Figure 49: Main monitored media advertising expenditure on underwear and lingerie, stockings and tights, % share, by media type, 2006-10
                                                                                                                                  • Consumer – Where Underwear is Bought

                                                                                                                                    • Key points
                                                                                                                                        • Figure 50: Outlets from where underwear was bought for self or someone else in the last 12 months, November 2010
                                                                                                                                        • Figure 51: Outlets from where underwear was bought for self or someone else in the last 12 months, by gender, November 2010
                                                                                                                                        • Figure 52: Outlets from where underwear was bought for self or someone else in the last 12 months, by age and affluence, November 2010
                                                                                                                                      • M&S leads on lingerie
                                                                                                                                        • Women drawn to supermarkets and value retailers
                                                                                                                                          • Debenhams draws younger crowd
                                                                                                                                            • Under-25s favour La Senza
                                                                                                                                              • Women’s fashion stores lose out
                                                                                                                                                • Men less likely to have bought new underwear
                                                                                                                                                • Consumer – Women’s Underwear Preferences

                                                                                                                                                  • Key points
                                                                                                                                                      • Figure 53: Women’s underwear preferences, November 2010
                                                                                                                                                      • Figure 54: Women’s underwear preferences, by age, November 2010
                                                                                                                                                    • Plain lingerie favoured over sexy items
                                                                                                                                                        • Figure 55: Women’s attitudes towards buying underwear, by age, November 2010
                                                                                                                                                      • Young prefer bra and brief sets
                                                                                                                                                        • Multipacks prove convenient
                                                                                                                                                          • Older women care more about fabrics
                                                                                                                                                            • One in five use bra-fitting services
                                                                                                                                                              • Shapewear grows in popularity
                                                                                                                                                              • Consumer – Attitudes Towards Buying Underwear

                                                                                                                                                                • Key points
                                                                                                                                                                    • Figure 56: Underwear spending habits, November 2010
                                                                                                                                                                    • Figure 57: Underwear spending habits, by gender and age, November 2010
                                                                                                                                                                  • Four in ten haven’t cut back on underwear spend
                                                                                                                                                                    • Women with kids opt for inexpensive items
                                                                                                                                                                        • Figure 58: Underwear spending, by gender, age and socio-economic group, November 2010
                                                                                                                                                                      • Men are creatures of habit
                                                                                                                                                                        • More underwear gifts given to men
                                                                                                                                                                            • Figure 59: Adults who like to buy different styles, by gender and age, November 2010
                                                                                                                                                                          • Ladies experiment more
                                                                                                                                                                            • Women prefer brands
                                                                                                                                                                            • Target Groups

                                                                                                                                                                              • Key points
                                                                                                                                                                                  • Figure 60: Target groups for underwear, November 2010
                                                                                                                                                                                • Lingerie Lovers (17%)
                                                                                                                                                                                  • Creatures of Habit (25%)
                                                                                                                                                                                    • Underwear Disinterested (58%)
                                                                                                                                                                                    • Appendix – Internal Market Environment

                                                                                                                                                                                        • Figure 61: Bought selected menswear in the last 12 months – men, by demographics, 2010
                                                                                                                                                                                        • Figure 62: Trends in amount spent on selected menswear in the last 12 months – men, 2006-10
                                                                                                                                                                                        • Figure 63: Trends in amount spent on selected menswear in the last 12 months – women, 2006-10
                                                                                                                                                                                        • Figure 64: Bought women's lingerie and underwear in the last 12 months – women, by demographics, 2010
                                                                                                                                                                                        • Figure 65: Trends in buying women's lingerie and underwear in the last 12 months – women, 2006-10
                                                                                                                                                                                        • Figure 66: Trends in buying women's lingerie and underwear in the last 12 months – men, 2006-10
                                                                                                                                                                                        • Figure 67: Trends in amount spent on bras in the last 12 months – women, 2006-10
                                                                                                                                                                                        • Figure 68: Trends in amount spent on pants in the last 12 months – women, 2006-10
                                                                                                                                                                                        • Figure 69: Trends in obesity, by gender, 2007-10
                                                                                                                                                                                        • Figure 70: Participation in individual sports, 2010
                                                                                                                                                                                    • Appendix – Market Size and Forecast

                                                                                                                                                                                        • Figure 71: Forecast of UK retail sales of underwear, best and worst case forecast, 2010-15
                                                                                                                                                                                    • Appendix – Consumer – Where Underwear is Bought

                                                                                                                                                                                        • Figure 72: Most popular outlets from where underwear bought for self or someone else in the last 12 months, by demographics, November 2010
                                                                                                                                                                                        • Figure 73: Next most popular outlets from where underwear bought for self or someone else in the last 12 months, by demographics, November 2010
                                                                                                                                                                                    • Appendix – Consumer – Women’s Attitudes Towards Buying Underwear

                                                                                                                                                                                        • Figure 74: Most popular attitudes towards buying underwear – women, by demographics, November 2010
                                                                                                                                                                                        • Figure 75: Next most popular attitudes towards buying underwear – women, by demographics, November 2010
                                                                                                                                                                                    • Appendix – Consumer – Attitudes Towards Buying Underwear

                                                                                                                                                                                        • Figure 76: Most popular statements on buying underwear, by demographics, November 2010
                                                                                                                                                                                        • Figure 77: Next most popular statements on buying underwear, by demographics, November 2010
                                                                                                                                                                                        • Figure 78: Other statements on buying underwear, by demographics, November 2010
                                                                                                                                                                                    • Appendix – Target Groups

                                                                                                                                                                                        • Figure 79: Target groups, by demographics, November 2010
                                                                                                                                                                                        • Figure 80: Statements on buying underwear, by target groups, November 2010
                                                                                                                                                                                        • Figure 81: Outlets from where underwear bought for self or someone else in the last 12 months, by target groups, November 2010
                                                                                                                                                                                        • Figure 82: Attitudes towards buying underwear, by target groups, November 2010

                                                                                                                                                                                    Companies Covered

                                                                                                                                                                                    • Abercrombie & Fitch Co
                                                                                                                                                                                    • Affair Lingerie
                                                                                                                                                                                    • Amazon.co.uk
                                                                                                                                                                                    • Ann Summers Ltd
                                                                                                                                                                                    • Asda Group Ltd
                                                                                                                                                                                    • Bank of England
                                                                                                                                                                                    • Berlei
                                                                                                                                                                                    • Bravissimo Ltd
                                                                                                                                                                                    • Burton
                                                                                                                                                                                    • Calvin Klein, Inc.
                                                                                                                                                                                    • Charnos PLC
                                                                                                                                                                                    • Courtaulds Textiles UK
                                                                                                                                                                                    • Dolce & Gabbana
                                                                                                                                                                                    • Dorothy Perkins
                                                                                                                                                                                    • Etam UK
                                                                                                                                                                                    • Eveden Ltd
                                                                                                                                                                                    • Figleaves Global Trading Ltd
                                                                                                                                                                                    • Giorgio Armani S.p.A.
                                                                                                                                                                                    • Gossard
                                                                                                                                                                                    • H&M Hennes & Mauritz
                                                                                                                                                                                    • House of Fraser Plc
                                                                                                                                                                                    • Intimas Group
                                                                                                                                                                                    • John Lewis Plc (department store)
                                                                                                                                                                                    • La Senza Ltd
                                                                                                                                                                                    • Magellan Textile Holdings Ltd
                                                                                                                                                                                    • Marks & Spencer
                                                                                                                                                                                    • Next Group
                                                                                                                                                                                    • Office for National Statistics
                                                                                                                                                                                    • Playtex Apparel Inc
                                                                                                                                                                                    • Pretty Polly Ltd
                                                                                                                                                                                    • Primark Stores Ltd
                                                                                                                                                                                    • Rigby & Peller Ltd
                                                                                                                                                                                    • Tesco Plc
                                                                                                                                                                                    • Topman
                                                                                                                                                                                    • Topshop
                                                                                                                                                                                    • Triumph International Ltd
                                                                                                                                                                                    • Ultimo
                                                                                                                                                                                    • Victoria's Secret

                                                                                                                                                                                    Underwear - UK - February 2011

                                                                                                                                                                                    £1,750.00 (Excl.Tax)