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Men's and Women's Underwear and Sleepwear - US - February 2018

The underwear market is in a state of change. Tried and true brands are still dominating, but newer start-ups and other online-only players are offering fresh alternatives and making inroads, especially among younger buyers. Men’s increased engagement in the category is fueling the men’s sector, while female-targeted brands are shifting away from marketing with a heavy dose of sexuality toward themes of empowerment, body positivity, and confidence. The sleepwear market is a bit stagnant, in need of innovation to remind consumers how luxurious such items can be, especially if they can ensure a better night’s sleep or worn for occasions other than sleeping. Hosiery is on the decline, with shapewear the primary bright spot.

This report looks at the following areas:

  • Obesity epidemic substantiates need for extended sizes
  • Brand not a key purchase driver
  • Sleepwear sector is sleepy

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • Overview
          • The issues
            • Obesity epidemic substantiates need for extended sizes
              • Figure 1: Attitudes toward underwear, by gender and BMI, November 2017
            • Brand not a key purchase driver
              • Figure 2: Important attributes, by category, November 2017
            • Sleepwear sector is sleepy
              • Figure 3: Purchase incidence of and behaviors toward sleepwear, by gender, November 2017
            • The opportunities
              • Focus on younger generations
                • Figure 4: Purchase incidence of underwear and sleepwear, by gender and generation, November 2017
              • Capitalize on e-commerce
                • Figure 5: Method of shopping, by generation, November 2017
              • Become enablers for better sleep
                • Figure 6: Interest in functional sleepwear, by gender and generation, November 2017
              • What it means
              • The Market – What You Need to Know

                • Men’s market picking up steam
                  • Population trends impact the market
                    • Obesity continues to create demand for special sizes
                      • Future market outlook positive based on current macroeconomic climate
                      • Market Perspective

                        • Men’s underwear market showing signs of growth, but women’s maintains the majority
                          • Figure 7: Underwear and sleepwear purchase incidence, November 2017
                      • Market Factors

                        • Population growth among 25-44s bodes well for market
                          • Figure 8: Female population by age, 2013-23
                          • Figure 9: Male population by age, 2013-23
                        • As obesity rates continue upward, so does demand for plus sizes
                          • Figure 10: Prevalence of obesity among adults aged 20 and over, by age and gender, 2017*
                          • Figure 11: Prevalence of obesity among adults aged 20 and over, by gender and race and Hispanic origin, 2017*
                        • Macroeconomic factors can also influence purchase incidence
                          • Consumer confidence and unemployment
                            • Figure 12: Consumer confidence and unemployment, 2000-17*
                          • Median household income
                            • Figure 13: Median household income, by race/Hispanic origin of householder, in inflation-adjusted dollars, 2006-16
                          • Disposable personal income
                          • Key Players – What You Need to Know

                            • Empowered confidence is the new sexy
                              • And along comes Amazon
                                • Plus size and big and tall offerings still slim
                                  • Subscription services make it easy to replenish
                                  • What’s Working?

                                      • Classic shades and new takes on feminine styles in vogue
                                        • Reinvigorated lingerie lines for “her,” not “him”
                                          • ThirdLove
                                            • Lively
                                              • Lonely
                                                • Aerie
                                                  • Adore Me
                                                    • DEFY Lingerie
                                                      • In their words
                                                        • Men’s underwear advertising gets cheeky
                                                          • Gildan
                                                            • Figure 14: Gildan’s “Not your dad’s underwear” TV ad, February 2017
                                                          • Tommy John
                                                            • Figure 15: Tommy John “Kevin Hart’s Morning Briefing” video ad, January 2017
                                                          • Chubbies
                                                            • Calvin Klein
                                                              • Duluth Trading Co. (Buck Naked)
                                                                • Figure 16: Buck Naked “Mousetrap” TV ad, August 2017
                                                              • Amazon gains ground in yet another category
                                                              • What’s Struggling?

                                                                • Practicality over indulgence
                                                                  • Figure 17: Attitudes toward self-indulgence, by gender, November 2017
                                                                • Demand over supply for plus size and big and tall consumers
                                                                  • Figure 18: Attitudes toward availability of plus and big and tall sizes, by gender and BMI, November 2017
                                                              • What’s Next?

                                                                • Subscribing to the unmentionables
                                                                  • MeUndies
                                                                    • Figure 19: Ownership or interest in MeUndies, by generation, November 2017
                                                                  • Fruit of the Loom
                                                                    • Panty Drop
                                                                      • Sofia Vergara and EBY
                                                                        • Genderless undies offer new marketing opportunities
                                                                        • The Consumer – What You Need to Know

                                                                          • Modesty is in fashion
                                                                            • Brand not a key purchase driver
                                                                              • Consumers’ search for deals, and selection drives where they shop
                                                                                • Online shopping on the rise
                                                                                  • Body image impacts purchase decisions
                                                                                    • Sleepwear not a considered purchase
                                                                                    • Types of Women’s Underwear

                                                                                      • Bras top purchased items
                                                                                        • Figure 20: Types of women’s underwear, November 2017
                                                                                      • Younger women prefer more modern, less conservative styles
                                                                                        • Figure 21: Types of bras, by age, November 2017
                                                                                        • Figure 22: Types of panties, by age, November 2017
                                                                                      • Body mass index influences style preferences
                                                                                        • Figure 23: Types of panties, by BMI, November 2017
                                                                                      • Opportunity to increase purchasing among Black non-Hispanic consumers
                                                                                        • Figure 24: Select types of women’s underwear, by race and Hispanic origin, November 2017
                                                                                      • Men play a small, but not insignificant role
                                                                                      • Spending on Women’s Underwear

                                                                                        • In their words: spending thresholds
                                                                                        • Women’s Underwear Brands

                                                                                          • Overview
                                                                                            • Mintel survey findings
                                                                                              • Victoria’s Secret no secret in women’s intimate market
                                                                                                • Figure 25: Women’s underwear brands, November 2017
                                                                                              • Disruptor brands gaining among young females
                                                                                                • Figure 26: Women’s underwear brands, any ownership or interest (net), by age, November 2017
                                                                                                • Figure 27: Women’s underwear brands, lack of awareness, by age, November 2017
                                                                                              • Brands such as Bali, Playtex, and Maidenform skew older
                                                                                                • Figure 28: Bra brands purchased, by age, July 2016 - August 2017
                                                                                                • Figure 29: Panties brands purchased, by age, July 2016-August 2017
                                                                                              • In their words: favorite brands
                                                                                              • Types of Women’s Sleepwear

                                                                                                • Nearly half of women bought new PJs
                                                                                                  • Figure 30: Types of women’s sleepwear, November 2017
                                                                                                • Pajama sets have broad appeal
                                                                                                  • Figure 31: Types of women’s pajamas, by age, November 2017
                                                                                                  • Figure 32: Nightgowns, robes and other lingerie, by age, November 2017
                                                                                                • Hispanics and non-Hispanic Black consumers important targets
                                                                                                  • Figure 33: Types of women’s sleepwear, by race and Hispanic origin, November 2017
                                                                                                • Men’s role in the sector slightly on the decline
                                                                                                  • Figure 34: Nightwear and other lingerie purchases, by men, July 2012-August 2017
                                                                                              • Women’s Hosiery and Shapewear

                                                                                                • Hosiery is aging
                                                                                                  • Figure 35: Hosiery/shapewear purchase incidence, by age, November 2017
                                                                                                • Shapewear a bright spot, but showing signs of plateau
                                                                                                  • Figure 36: Types of hosiery/shapewear, July 2012-August 2017
                                                                                                • L’Eggs and Spanx garner at least a fifth of buyers
                                                                                                  • Figure 37: Hosiery/pantyhose brands purchased, July 2016-August 2017
                                                                                                  • Figure 38: Shapewear brands purchased, July 2016-August 2017
                                                                                                • Trends
                                                                                                  • Hosiery
                                                                                                    • Shapewear
                                                                                                    • Where Women Shop

                                                                                                      • Department stores top preferred channel
                                                                                                        • Figure 39: Retailers shopped, November 2017
                                                                                                      • Online shopping is prolific
                                                                                                        • Figure 40: Top retailers shopped, by method of shopping, November 2017
                                                                                                        • Figure 41: Retailers shopped, by method of shopping and channel, November 2017
                                                                                                      • Women 18-34 strongly prefer specialty lingerie stores for undergarments
                                                                                                        • Figure 42: Retailers shopped for underwear, by age, November 2017
                                                                                                    • Important Product Attributes for Women

                                                                                                      • Comfort is king
                                                                                                        • Figure 43: Important attributes, November 2017
                                                                                                      • Comfort and fit remain universally important factors regardless of age
                                                                                                        • Figure 44: Important underwear attributes, by age, November 2017 – Part one
                                                                                                        • Figure 45: Important underwear attributes, by age, November 2017 – Part two
                                                                                                      • Style gets more important for sleepwear as women age
                                                                                                        • Figure 46: Important sleepwear attributes, by age, November 2017 – Part one
                                                                                                        • Figure 47: Important sleepwear attributes, by age, November 2017 – Part two
                                                                                                      • Body size and shape also factor into how women rate attributes
                                                                                                        • Figure 48: Important underwear attributes, by BMI, November 2017
                                                                                                    • Women’s Attitudes toward Underwear

                                                                                                      • Comfort in one’s own skin drives choices; modesty strongly preferred
                                                                                                          • Figure 49: Attitude toward body size, by BMI and age, November 2017
                                                                                                          • Figure 50: Attitude toward plus sizes, by BMI and age, November 2017
                                                                                                          • Figure 51: Attitudes toward style preference, by age, November 2017
                                                                                                        • In their words: self-perception and how it drives choices
                                                                                                          • More than a utilitarian transaction
                                                                                                            • Figure 52: Attitudes toward indulgence, by age, November 2017
                                                                                                          • In their words: indulgence
                                                                                                            • Splurge
                                                                                                              • Do not splurge
                                                                                                                • Give shoppers more choices and reasons to care about the category
                                                                                                                  • Figure 53: Interest in mixing and matching and fabric innovation, by age, November 2017
                                                                                                              • Women’s Attitudes and Behaviors toward Sleepwear

                                                                                                                • Sleepwear not top-of-mind
                                                                                                                  • Figure 54: Attitudes toward indulgence, by household income, November 2017
                                                                                                                  • Figure 55: Wearing occasions, by marital status, November 2017
                                                                                                                • Sleepwear that can improve sleep and nightwear as daywear represent opportunities
                                                                                                                  • Figure 56: Other opportunity areas, by age, November 2017
                                                                                                              • Types of Men’s Underwear

                                                                                                                • Boxer briefs preferred by nearly half of men
                                                                                                                  • Figure 57: Types of men’s underwear, November 2017
                                                                                                                  • Figure 58: Types of men’s bottoms, by age, November 2017
                                                                                                                  • Figure 59: Types of men’s undershirts, by age, November 2017
                                                                                                                • Hispanic and Black consumers are key targets
                                                                                                                  • Figure 60: Types of men’s underwear, by race and Hispanic origin, November 2017
                                                                                                                • Women play a significant role
                                                                                                                  • Figure 61: Share of men’s underwear purchases, by gender, July 2012 and August 2017
                                                                                                              • Men’s Underwear Brands

                                                                                                                • Hanes and Fruit of the Loom dominate men’s market
                                                                                                                  • Figure 62: Men’s underwear brands, November 2017
                                                                                                                • Young men highly engaged in the category
                                                                                                                  • Figure 63: Men’s underwear brands, any ownership or interest (net), by generation, November 2017
                                                                                                                • Single men could warrant tailored targeting consideration
                                                                                                                  • Figure 64: Select men’s underwear brands, any ownership or interest (net), by marital status, November 2017
                                                                                                                • Multicultural men more likely than all to have purchased most listed brands
                                                                                                                  • Figure 65: Men’s underwear brands, any ownership or interest (net), by race and Hispanic origin, November 2017
                                                                                                              • Types of Men’s Sleepwear

                                                                                                                • Less than half of men buy sleepwear
                                                                                                                  • Figure 66: Types of men’s sleepwear, November 2017
                                                                                                                • Men 18-24 key targets
                                                                                                                  • Figure 67: Types of men’s sleepwear, by age, November 2017
                                                                                                                • Parents love their PJs
                                                                                                                  • Figure 68: Types of men’s sleepwear, by parental status, November 2017
                                                                                                                • Nearly half of Hispanics and Black consumers purchased pajamas
                                                                                                                  • Figure 69: Types of men’s sleepwear, by race and Hispanic origin, November 2017
                                                                                                                • Women buying more than men
                                                                                                                  • Figure 70: Share of men’s nightwear/pajamas purchases, by gender, July 2012 and August 2017
                                                                                                              • Where Men Shop

                                                                                                                • Men’s preferred retail outlets align closely with women’s
                                                                                                                  • Figure 71: Retailers shopped, November 2017
                                                                                                                • Online purchasing here to stay
                                                                                                                  • Figure 72: Top retailers shopped, by method of shopping, November 2017
                                                                                                                  • Figure 73: Retailers shopped, by method of shopping and channel, November 2017
                                                                                                                • Nearly all channels attracting young men rather than their older counterparts
                                                                                                                  • Figure 74: Retailers shopped for underwear – Any purchase in-store or online, by age, November 2017
                                                                                                              • Important Product Attributes for Men

                                                                                                                • Men prioritize functional benefits
                                                                                                                  • Figure 75: Important attributes, November 2017
                                                                                                                • Six in 10 overweight men say fit is a primary purchase consideration
                                                                                                                  • Figure 76: Important sleepwear attributes, by age, November 2017
                                                                                                              • Men’s Attitudes toward Underwear

                                                                                                                • Men opt for modesty too
                                                                                                                  • Figure 77: Attitudes toward body image and style preference, by age, November 2017
                                                                                                                • Technological advancements reinvigorate the category
                                                                                                                  • Figure 78: Attitudes toward technology innovation, by age, November 2017
                                                                                                                • The forgotten consumer: big and tall men
                                                                                                                  • Figure 79: Attitudes toward big and tall sizes, by BMI and age, November 2017
                                                                                                                • Can underwear be seen as a luxury item?
                                                                                                                  • Figure 80: Attitude toward indulgence, by age, November 2017
                                                                                                              • Men’s Attitudes and Behaviors toward Sleepwear

                                                                                                                • Men and women view category similarly
                                                                                                                  • Three in 10 men don’t buy unless there’s a sale
                                                                                                                    • Figure 81: Attitudes toward indulgence, by age, November 2017
                                                                                                                  • Sleepwear as daywear
                                                                                                                    • Figure 82: Wearing occasions, by age, November 2017
                                                                                                                    • Figure 83: Wearing occasions, by marital status, November 2017
                                                                                                                  • Sleepwear as an enabler for better sleep
                                                                                                                    • Figure 84: Interest in functional sleepwear, by age, November 2017
                                                                                                                • Appendix – Data Sources and Abbreviations

                                                                                                                  • Data sources
                                                                                                                    • Consumer survey data
                                                                                                                      • Consumer qualitative research
                                                                                                                        • Abbreviations and terms
                                                                                                                          • Abbreviations
                                                                                                                            • Terms
                                                                                                                            • Appendix – The Market

                                                                                                                                • Figure 85: Prevalence of obesity among US adults aged 20 and over, 1997-2017*
                                                                                                                                • Figure 86: Population by generation, 2023
                                                                                                                                • Figure 87: Disposable personal income change from previous period, 2007-November 2017
                                                                                                                            • Appendix – The Consumer

                                                                                                                              • Women’s and men’s apparel purchases
                                                                                                                                • Figure 88: Women’s apparel and accessory purchases, July 2016-August 2017
                                                                                                                                • Figure 89: Women’s lingerie purchases, July 2016-August 2017
                                                                                                                                • Figure 90: Share of women’s lingerie purchases, by gender, July 2012-August 2017
                                                                                                                                • Figure 91: Men’s apparel and accessory purchases, July 2016-August 2017
                                                                                                                                • Figure 92: Share of men’s underwear purchases, by gender, July 2012-August 2017
                                                                                                                                • Figure 93: Share of men’s nightwear/pajamas purchases, by gender, July 2012-August 2017
                                                                                                                              • Number of women’s underwear items purchased
                                                                                                                                • Figure 94: Number of bras purchased, by age, July 2016-August 2017
                                                                                                                                • Figure 95: Number of bras purchased, by race and Hispanic origin, July 2016-August 2017
                                                                                                                                • Figure 96: Number of bras purchased, by household income, July 2016-August 2017
                                                                                                                                • Figure 97: Number of panties purchased, by household income, July 2016-August 2017
                                                                                                                                • Figure 98: Number of panties purchased, by age, July 2016-August 2017
                                                                                                                                • Figure 99: Number of panties purchased, by race and Hispanic origin, July 2016-August 2017
                                                                                                                              • Women’s hosiery and shapewear: types, number of items purchased and brands
                                                                                                                                • Figure 100: Types of hosiery/shapewear, by age, July 2016-August 2017
                                                                                                                                • Figure 101: Number of hosiery/sleepwear items purchased, August 2017
                                                                                                                                • Figure 102: Hosiery/pantyhose brands purchased, by age, July 2016-August 2017
                                                                                                                                • Figure 103: Hosiery/pantyhose brands purchased, by race and Hispanic origin, July 2016-August 2017
                                                                                                                                • Figure 104: Shapewear brands purchased, by age, July 2016-August 2017
                                                                                                                                • Figure 105: Shapewear brands purchased, by race and Hispanic origin, July 2016-August 2017
                                                                                                                              • Additional qualitative research
                                                                                                                                • Influencers
                                                                                                                                  • Price
                                                                                                                                    • Favorite brands

                                                                                                                                    Men's and Women's Underwear and Sleepwear - US - February 2018

                                                                                                                                    US $4,395.00 (Excl.Tax)