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Underwear - UK - June 2016

“Men are driving growth in the underwear market, as they take a greater interest in their appearance and are now more inclined than women to see the latest fashion as an important factor when buying underwear. The high level of replacement buying, however, continues to hold back growth in the overall sector and retailers need to look to drive purchasing through product innovation and more frequently updated ranges.”
– Tamara Sender, Senior Fashion Analyst

This report examines the following issues:

  • How has the underwear market performed?
  • What are the opportunities for growth?
  • What can retailers do to drive up spending on underwear?

The athleisure trend is driving demand for sports bras and more sporty styles of underwear, with more retailers expanding into this sector.

 Consumers are most interested in underwear that feels more comfortable and innovations in softer wire and fabrics that are odourless, seamless and moisture-wicking will help shake up the market.

The product groups covered include:

  • Women’s lingerie – including bras, briefs and other items – and hosiery and socks.
  • Men’s underwear – including briefs, boxers, vests and other items – and socks.

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Table of contents

  1. Overview

    • What you need to know
      • Products covered in this Report
      • Executive Summary

          • The market
            • Underwear to grow 2.2%
              • Figure 1: Best-and worst-case forecast of UK retail value sales of underwear, 2011-21
            • Men’s underwear grows at a faster rate
              • Obesity drives demand for bigger cup sizes
                • Companies, brands and innovations
                  • Brand research
                    • Figure 2: Attitudes towards and usage of selected brands, May 2016
                  • Selfridges launches Body Studio
                    • Ad spend increased to £7 million
                      • The consumer
                        • Women more likely than men to buy underwear for themselves
                          • Figure 3: Purchasing of underwear, April 2016
                        • Trend for sports bras
                          • Figure 4: Types of underwear women have bought in the last 12 months, April 2016
                        • Men favour tight-fitting pants
                          • Figure 5: Types of underwear men have bought in the last 12 months, April 2016
                        • M&S leads for underwear, but only for older women
                          • Figure 6: Retailers where underwear was bought in-store or online in the last 12 months, April 2016
                        • Replacement drives purchases
                          • Figure 7: Reasons for buying new underwear in the last 12 months, April 2016
                        • Product quality most important
                          • Figure 8: Most important factors when buying underwear, April 2016
                        • Focus on comfort
                          • Figure 9: Interest in innovations when buying underwear, April 2016
                        • What we think
                        • Issues and Insights

                          • How has the underwear market performed?
                            • The facts
                              • The implications
                                • What are the opportunities for growth?
                                  • The facts
                                    • The implications
                                      • What can retailers do to drive up spending on underwear?
                                        • The facts
                                          • The implications
                                          • The Market – What You Need to Know

                                            • Underwear to grow 2.2%
                                              • Market to rise by 11% by 2021
                                                • Men’s underwear grows at a faster rate
                                                  • Women dominate underwear sales
                                                    • Obesity drives demand for bigger cup sizes
                                                      • Appealing to an ageing population
                                                        • Sports participation
                                                          • Underwear is second most popular fashion purchase
                                                          • Market Size and Forecast

                                                            • Underwear to grow 2.2%
                                                              • Figure 10: Best-and worst-case forecast of UK retail value sales of underwear, 2011-21
                                                            • Market to rise by 11% by 2021
                                                              • Figure 11: UK retail value sales of underwear at current prices, 2011-21
                                                            • Forecast methodology
                                                            • Market Segmentation

                                                              • Men’s underwear grows at a faster rate
                                                                • Figure 12: UK retail value sales of underwear at current prices, by gender, 2011-21
                                                              • Women dominate underwear sales
                                                                • Figure 13: UK retail value sales of underwear, by gender, 2011-21
                                                                • Figure 14: Best-and worst-case forecast of UK retail value sales of women’s underwear, 2011-21
                                                                • Figure 15: Best-and worst-case forecast of UK retail value sales of men’s underwear, 2011-21
                                                            • Market Drivers

                                                              • Obesity drives demand for bigger cup sizes
                                                                • Figure 16: Proportion of obese population, by gender, 2009-14
                                                              • Appealing to an ageing population
                                                                  • Figure 17: Trends in the age structure of the UK population, 2010-20
                                                                • Sports participation
                                                                  • Figure 18: Number of UK adults aged 16+ taking part in sport at least once a week, 2008-15
                                                                  • Figure 19: Number of UK adults aged 16+ taking part in sport at least once a week, by sport, 2014 and 2015
                                                                • Gyms most popular among men and under-35s
                                                                  • Figure 20: Health and fitness club usage, by gender and age, May 2015
                                                                • Underwear is second most popular fashion purchase
                                                                  • Figure 21: Spending habits for clothing, footwear and accessories, March 2015- February 2016
                                                                  • Figure 22: Spending habits for clothing, footwear and accessories, by gender, February 2016
                                                              • Key Players – What You Need to Know

                                                                • Selfridges launches Body Studio
                                                                  • Campaigns promoting range of body types
                                                                    • Ad spend increased to £7 million
                                                                      • M&S is the market leader
                                                                        • Calvin Klein sets trends
                                                                          • Victoria’s Secret stands out as unique
                                                                            • Triumph strongly associated with comfort
                                                                            • Launch Activity and Innovation

                                                                              • Selfridges launches Body Studio
                                                                                • Figure 23: Selfridges Body Studio, London, 2016
                                                                              • Campaigns promoting all body types
                                                                                • Figure 24: Selfridges EveryBody campaign, 2016
                                                                              • Collaborations
                                                                                • Figure 25: Debenhams and Savannah Miller underwear collaboration, 2015
                                                                                • Figure 26: Always Aliza lingerie range for JD Williams, 2015
                                                                              • Online developments
                                                                                • Men’s underwear
                                                                                  • Figure 27: David Beckham collaboration with H&M, 2016
                                                                              • Advertising and Marketing Activity

                                                                                • Ad spend increased to £7 million
                                                                                  • Figure 28: Total above-the line, online display and direct mail advertising expenditure on underwear, 2012-16
                                                                                • M&S increases ad spend
                                                                                  • Figure 29: Total above-the line, online display and direct mail advertising expenditure on underwear, by advertiser, 2012-16
                                                                                • Press advertising prevails
                                                                                  • Figure 30: Total above-the line, online display and direct mail advertising expenditure on underwear, by media type, 2015
                                                                                • Nielsen Media Research coverage
                                                                                • Channels to Market

                                                                                  • M&S is the market leader
                                                                                    • Figure 31: Market share of UK underwear market by outlet type, 2015
                                                                                  • Underwear specialists
                                                                                    • Figure 32: Turnover of key underwear brands, 2013-15
                                                                                  • Space allocations
                                                                                    • Figure 33: Space allocation estimates for men and women’s underwear/nightwear as a % of total menswear and womenswear, October 2015
                                                                                • Brand Research

                                                                                    • What you need to know
                                                                                      • Brand map
                                                                                        • Figure 34: Attitudes towards and usage of selected brands, May 2016
                                                                                      • Key brand metrics
                                                                                        • Figure 35: Key metrics for selected brands, May 2016
                                                                                      • Brand attitudes: Calvin Klein is worth paying more for
                                                                                        • Figure 36: Attitudes, by brand, May 2016
                                                                                      • Brand personality: Victoria’s Secret is vibrant
                                                                                        • Figure 37: Brand personality – macro image, May 2016
                                                                                      • Triumph linked viewed as a classic
                                                                                        • Figure 38: Brand personality – micro image, May 2016
                                                                                      • Brand analysis
                                                                                        • Victoria’s Secret stands out as unique
                                                                                          • Figure 39: User profile of Victoria’s Secret, May 2016
                                                                                        • Calvin Klein sets trends
                                                                                          • Figure 40: User profile of Calvin Klein, May 2016
                                                                                        • Figleaves seen as accessible
                                                                                          • Figure 41: User profile of Figleaves, May 2016
                                                                                        • Bravissimo trusted by 45-54s
                                                                                          • Figure 42: User profile of Bravissimo, May 2016
                                                                                        • Triumph strongly associated with comfort
                                                                                          • Figure 43: User profile of Triumph, May 2016
                                                                                      • The Consumer – What You Need to Know

                                                                                        • Women more likely than men to buy underwear for themselves
                                                                                          • Women aged 45-64 main gift buyers
                                                                                            • Trend for sports bras
                                                                                              • Young women drive volume sales
                                                                                                • Men favour tight-fitting pants
                                                                                                  • M&S leads for underwear, but only for older women
                                                                                                    • Primark grows in popularity for underwear
                                                                                                      • Men more likely than women to buy online
                                                                                                        • Replacement drives purchases
                                                                                                          • Men motivated by new trends
                                                                                                            • Product quality most important
                                                                                                              • Importance of fit for women
                                                                                                                • Focus on comfort
                                                                                                                  • Help with fit
                                                                                                                  • Purchasing of Underwear

                                                                                                                    • Women more likely than men to buy underwear for themselves
                                                                                                                      • Figure 44: Purchasing of underwear, April 2016
                                                                                                                    • Women aged 45-64 main gift buyers
                                                                                                                      • Figure 45: Purchasing of underwear for self or as a gift, by gender and age group, April 2016
                                                                                                                    • Young men receive underwear as a gift
                                                                                                                      • Figure 46: Consumers who have received underwear as a gift, by gender and age group, April 2016
                                                                                                                    • One fifth of men do not update their underwear
                                                                                                                    • Types of Underwear Women Buy

                                                                                                                      • Seamless bras grow in popularity
                                                                                                                          • Figure 47: Types of underwear women have bought in the last 12 months, April 2016
                                                                                                                        • Trend for sports bras
                                                                                                                          • Figure 48: Purchases of sports bras among women, by age group, April 2016
                                                                                                                        • Young women drive volume sales
                                                                                                                          • Figure 49: Repertoire of types of underwear women have bought in the last 12 months, April 2016
                                                                                                                      • Types of Underwear Men Buy

                                                                                                                        • Men favour tight-fitting pants
                                                                                                                            • Figure 50: Types of underwear men have bought in the last 12 months, April 2016
                                                                                                                          • Men stick to same types of underwear
                                                                                                                            • Figure 51: Repertoire of types of underwear men have bought in the last 12 months, April 2016
                                                                                                                        • Where Underwear is Bought

                                                                                                                          • M&S leads for underwear, but only for older women
                                                                                                                            • Figure 52: Retailers where underwear was bought in-store or online in the last 12 months, April 2016
                                                                                                                          • Primark grows in popularity for underwear
                                                                                                                            • Men more likely than women to buy online
                                                                                                                              • Figure 53: Retailers where underwear was bought in the last 12 months, split by in-store and online, April 2016
                                                                                                                            • Supermarkets draw two fifths of shoppers
                                                                                                                              • Specialists attract women aged under-45
                                                                                                                                • Men are most loyal to one retailer in-store
                                                                                                                                  • Figure 54: Repertoire of retailers in-store where underwear was bought in the last 12 months, April 2016
                                                                                                                                  • Figure 55: Repertoire of retailers online where underwear was bought in the last 12 months, April 2016
                                                                                                                              • Reasons for Buying Underwear

                                                                                                                                • Replacement drives purchases
                                                                                                                                  • Figure 56: Reasons for buying new underwear in the last 12 months, April 2016
                                                                                                                                • Half of young women treat themselves
                                                                                                                                  • Figure 57: Reasons for buying new underwear in the last 12 months, by gender, April 2016
                                                                                                                                • Men motivated by new trends
                                                                                                                                • Most Important Factors When Buying Underwear

                                                                                                                                  • Product quality is most important
                                                                                                                                    • Figure 58: Most important factors when buying underwear, April 2016
                                                                                                                                  • Importance of fit for women
                                                                                                                                    • Women are drawn to own-label, while men prefer brands
                                                                                                                                    • Interest in Innovations

                                                                                                                                      • Focus on comfort
                                                                                                                                        • Figure 59: Interest in innovations when buying underwear, April 2016
                                                                                                                                      • Help with fit
                                                                                                                                        • Figure 60: Interest in innovations when buying underwear, by gender, April 2016
                                                                                                                                      • Smart underwear
                                                                                                                                      • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                          • Abbreviations
                                                                                                                                            • Consumer research methodology
                                                                                                                                            • Appendix – Market Size and Forecast

                                                                                                                                              • Forecast Methodology
                                                                                                                                                  • Figure 61: Best-and worst-case forecast of UK retail value sales of underwear, 2016-21

                                                                                                                                              Companies Covered

                                                                                                                                              To learn more about the companies covered in this report please contact us.

                                                                                                                                              Underwear - UK - June 2016

                                                                                                                                              £1,995.00 (Excl.Tax)