2023
9
UK Underwear Market Report 2023
2023-08-03T04:10:41+01:00
OX1155117
2195
165521
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Report
en_GB
“A resurgence in consumer spending has benefitted the underwear market, as consumers look to treat themselves to new styles. Consumers seek to bring fun to their underwear shopping, and look…

UK Underwear Market Report 2023

£ 2,195 (Excl.Tax)

Description

Stay ahead of the curve and future-proof your business with Mintel’s UK Underwear Market Report 2023. Our full report is packed with consumer-led market intelligence, the latest UK underwear market trends and consumer behaviours affecting your business. Get a 360° view of the underwear industry, including market size, share and forecasted growth to help you align your business strategy with the needs of your audience.

Below, we’ve handpicked the key insights analysed in the full report and summarised the core topics.

Topics Analysed in this Report

  • The primary purchasers of underwear, nightwear and loungewear in the UK.
  • How and where consumers shop for underwear, nightwear and loungewear, as well as what products they are buying.
  • Important factors consumers consider before buying underwear.
  • The cost of living crisis and its effect on the UK underwear market.
  • Attitudes towards underwear purchasing, brand offering, and new innovations.

UK Underwear Market Outlook

The cost of living squeeze is likely to put pressure on consumer budgets for underwear and nightwear. However, the UK underwear market has proved to be somewhat resilient as consumers return to stores and look to treat themselves to new underwear. A return to holidays has also given a boost to the UK underwear market.

The loungewear trend has started to disperse, but it remains very much prevalent among Gen Z consumers as comfortable fashion continues to be mainstream.

  • UK underwear market size: Spend in the underwear market is expected to reach £5.2 million by 2028.

UK Underwear Market Trends and Opportunities

Better size availability

Consumers are looking for representation and want brands to showcase what real people look like in their marketing.  Brands in the UK underwear market will benefit from widening their ranges to include more sizes, more inclusive products, as well as more sustainable options. As the population ages, brands catering to women’s health such as offering menopausal products will also stand in good stead.

  • Snack food market challenge: 55% of 16-24-year-olds are interested in better size range availability.

Continuing trend for comfortable styles

The pandemic accelerated the already widespread comfort-wear trend, bringing softer underwear styles, sports bras and relaxed-fit loungewear to the fore. While more casual styles appeal to younger shoppers, comfort over complexity is apparent across all demographics, while the importance of materials also increases in proportion to age.

  • UK underwear market challenge: 33% of 16-24-year-olds have bought sports bras in the last 12 months.

To learn more about the UK underwear market, including a five-year forecast, analysis of consumer behaviour, and recommendations for market opportunities, purchase our full UK Underwear Market Report.

Leading Brands in the UK Underwear Market

Calvin Kklein, Victoria’s Secret, Pour Moi, Boux Avenue, Bravissimo.

Additional Features Included with Your Purchase

  • Interactive Data Book: This gives you unlimited access to a consumer confidence tracker that is segmented into 25 different demographic categories.
  • Different Digital Formats: PDF for conveniently sharing with your team, PowerPoint for quickly including in your presentation, as well as Word and Excel.
  • Mintel’s Clients Portal: Our portal offers instant access to actionable analysis and trends pieces relevant to your industry that are published almost daily. You can also browse for more market research reports.

Expert Insights from a Retail Analyst

This report, written by Fiona McDonald, a leading retail analyst, delivers in-depth commentary and analysis to highlight trends in the UK underwear market and add expert context to the numbers.

A resurgence in consumer spending has benefitted the underwear market, as consumers look to treat themselves to new styles. Consumers seek to bring fun to their underwear shopping, and look for better representation and inclusivity from brands. Growth in the sector is set to be driven by the continuation of comfortable fashion, as well as retailers and brands expanding their ranges to bring body positivity to the spotlight.”

Fiona McDonald
Retail Analyst

Table of Contents

  1. Overview

      • Key issues covered in this Report
        • Products covered in this Report
        • Executive Summary

            • The five-year outlook for underwear
              • Figure 1: Category outlook, 2023-28
            • The market
              • Market size and forecast
                • Figure 2: Market size for underwear and nightwear, 2018-28
              • Men’s share of the market reduces, while nightwear remains strong
                • Figure 3: Estimated consumer spending on underwear and nightwear, by gender, 2022
              • Underwear purchasing rises
                • Figure 4: Fashion items purchased in the last three months, July 2021-June 2023
              • Companies and brands
                • Big names Calvin Klein and Victoria’s Secret have most consumer awareness
                  • Figure 5: Attitudes towards and usage of selected brands, 2023
                • Advertising spend falls, but still ahead of pandemic levels
                  • Figure 6: Total above-the line, online display and direct mail advertising expenditure underwear and nightwear, 2019-22
                • The consumer
                  • Younger demographic groups driving self-purchasing
                    • Figure 7: Purchasing of underwear, nightwear and loungewear in the last 12 months, 2023
                  • Continuing trend for comfortable and casual styles
                    • Figure 8: Types of underwear, nightwear and loungewear women have purchased for themselves in the last 12 months, 2021-23
                  • Men’s underwear purchasing sees little change
                    • Figure 9: Types of underwear, nightwear and loungewear men have purchased for themselves in the last 12 months, 2023
                  • Continued rebalance back to stores
                    • Figure 10: Channels used to purchase underwear, nightwear or loungewear, 2023
                  • Clothing retailers most visited shops for underwear
                    • Figure 11: Retailers used to purchased underwear, nightwear or loungewear, 2023
                  • Comfort over complexity
                    • Figure 12: Important factors when purchasing underwear, 2023
                  • Better sizing still much needed in the underwear market
                    • Figure 13: Interest in innovations when shopping for underwear, 2023
                  • Underwear shopping viewed as an affordable treat
                    • Figure 14: Attitudes towards underwear purchasing, 2023
                • Issues and Insights

                  • Economic uncertainty means consumers are looking to brands to help them feel confident and empowered
                    • Inclusion around sizes, representation, diversity
                      • Consumers seek sustainability efforts from underwear brands
                      • Market Size and Performance

                        • Steady growth for the underwear market
                          • Figure 15: Market size for consumer spending on underwear, nightwear and loungewear, at current and constant prices, 2018-23
                      • Market Forecast

                        • Inflation worries still impact, but sales look to recover
                          • Figure 16: Category outlook, 2023-28
                        • Positive growth ahead for underwear
                          • Figure 17: Market forecast for underwear and nightwear 2018-28
                          • Figure 18: Market forecast for consumer spending on underwear, nightwear and loungewear, at current and constant prices, 2023-28
                        • Learnings from the last income squeeze
                          • Forecast methodology
                          • Market Segmentation

                            • Men’s share of the market reduces
                              • Figure 19: Estimated consumer spending on underwear and nightwear, by gender, 2022
                            • Nightwear still experiencing growth post-pandemic
                              • Figure 20: Estimated consumer spending on underwear and nightwear breakdown, 2016-2022
                          • Market Drivers

                            • Growth in aging population
                              • Figure 21: Trends in the age structure of the UK population, by gender, 2021 and 2026
                            • Obesity rates remain high; brands must become inclusive
                              • Underwear purchasing rises
                                • Figure 22: Fashion items purchased in the last three months, July 2021-June 2023
                              • Inflation will continue to eat into consumer spending power over the course of 2023
                                • Further interest rate increases will hit mortgage-holders
                                  • High inflation and rising interest rates will compound the impact of the slowing recovery
                                    • Consumer spending power will be curbed
                                      • Low unemployment is helping underpin
                                        • Consumers’ financial wellbeing has fallen from the highs of 2021…
                                          • Figure 23: Household financial wellbeing index, 2016-23
                                        • …and most people are feeling the effects of price rises
                                        • Launch Activity and Innovation

                                          • Underwear brands seek to support women’s health
                                            • M&S rolls out breast cancer advice to 2,000 fitting rooms
                                              • Primark launches first menopausal collection
                                                • Boux Avenue partners with two more charities to raise cancer awareness
                                                  • Clothing retailer Monki teams up with Body Dysmorphic Disorder Foundation
                                                    • Figure 24: Monki and Body Dysmorphic Disorder Foundation (BDDF), 2023
                                                  • Sustainability drives
                                                    • Nudea launches recycling scheme
                                                      • Modibodi launches carbon neutral brief
                                                        • New stores and product launches
                                                          • Harrods launches lingerie and loungewear concept
                                                            • SKIMS opens first ever UK pop-up as it eyes expansion
                                                              • Lizzo’s shapewear brand Yitty to launch its first gender-neutral line
                                                              • Advertising and Marketing Activity

                                                                • Advertising spend falls, but still ahead of pandemic levels
                                                                  • Figure 25: Total above-the line, online display and direct mail advertising expenditure underwear and nightwear, 2019-22
                                                                • Digital-led marketing for key underwear retailers
                                                                  • Figure 26: Total above-the line, online display and direct mail advertising expenditure underwear and nightwear, by media type, 2022
                                                                • Shein invests heavily in advertising…
                                                                  • Figure 27: Total above-the line, online display and direct mail advertising expenditure underwear and nightwear, by retailer, 2019-22
                                                                • …with M&S also increasing expenditure
                                                                  • Recent campaigns
                                                                    • Nike Underwear teams up with footballer Nathan Ake
                                                                      • Sloggi unveil ‘House Party’ campaign to launch Body ADAPT Twist range
                                                                        • Figure 28: Sloggi’s campaign for its Body ADAPT Twist range, 2023
                                                                      • WUKA’s first broadcast campaign seeks to break menstruation taboos
                                                                        • M&S unveils ‘love your boobs’ art installation in London
                                                                          • Nielsen Ad Intel coverage
                                                                          • Brand Research

                                                                              • Brand map
                                                                                • Figure 29: Attitudes towards and usage of selected brands, 2023
                                                                              • Key brand metrics
                                                                                • Figure 30: Key metrics for selected brands, 2023
                                                                              • Brand attitudes: Calvin Klein deemed high quality
                                                                                • Figure 31: Attitudes, by brand, 2023
                                                                              • Brand personality: Bravissimo viewed as accessible
                                                                                • Figure 32: Brand personality – macro image, 2023
                                                                              • Boux Avenue ranked most stylish
                                                                                • Figure 33: Brand personality – micro image, 2023
                                                                              • Brand analysis
                                                                                • Pour Moi little known, but viewed as a fun brand of high quality
                                                                                  • Calvin Klein the most well-known
                                                                                    • Boux Avenue well-trusted
                                                                                      • Bravissimo perceived as a good quality, accessible brand
                                                                                        • Victoria’s Secret known for being stylish and exciting
                                                                                        • Leading Players

                                                                                          • Non-specialists
                                                                                            • Clothing retailers broaden ranges and add third-party brands
                                                                                              • Supermarkets becoming more inclusive
                                                                                                • Specialists
                                                                                                  • Victoria’s Secret revenue falls, but eyes up new concessions
                                                                                                    • Boux Avenue sees turnover increase 43% for its 2021/22 financial year
                                                                                                      • Figure 34: Estimated revenues for leading underwear retailers, 2018-22
                                                                                                    • Outlet numbers
                                                                                                      • Pour Moi opens pop-up in Chester
                                                                                                        • Figure 35: Leading underwear specialists outlet numbers, 2018-22
                                                                                                      • Sales per outlet
                                                                                                        • Figure 36: Leading specialists’ estimated sales per outlet, 2018-22
                                                                                                    • Underwear, Nightwear and Loungewear Purchasing

                                                                                                      • Younger demographic groups driving self-purchasing
                                                                                                        • Figure 37: Purchasing of underwear, nightwear and loungewear in the last 12 months, 2023
                                                                                                      • Older men have not purchased
                                                                                                        • Figure 38: Purchasing of underwear, nightwear and loungewear in the last 12 months, by gender and age group, 2023
                                                                                                    • What Women Buy

                                                                                                      • Continuing trend for comfortable and casual styles
                                                                                                        • Figure 39: Types of underwear, nightwear and loungewear women have purchased for themselves in the last 12 months, 2021-23
                                                                                                      • Cold-weather products prove popular as household bills skyrocket
                                                                                                        • Figure 40: Types of underwear, nightwear and loungewear women have purchased for themselves in the last 12 months, 2023
                                                                                                      • Gen Z main purchasers of loungewear
                                                                                                        • Figure 41: Types of underwear, nightwear and loungewear women have purchased for themselves in the last 12 months, by generation, 2023
                                                                                                    • What Men Buy

                                                                                                      • Men’s underwear purchasing sees little change
                                                                                                        • Figure 42: Types of underwear, nightwear and loungewear men have purchased for themselves in the last 12 months, 2023
                                                                                                      • Nightwear purchasing driven by younger groups
                                                                                                        • Figure 43: Types of underwear, nightwear and loungewear men have purchased for themselves in the last 12 months, 2023
                                                                                                      • Casual fashion encourages loungewear buying
                                                                                                        • Figure 44: Types of underwear, nightwear and loungewear men have purchased for themselves in the last 12 months, by generation, 2023
                                                                                                    • How and Where They Shop

                                                                                                      • Continued rebalance back to stores
                                                                                                        • Figure 45: Channels used to purchase underwear, nightwear or loungewear, 2023
                                                                                                      • Online shopping appeals most to younger consumers
                                                                                                        • Figure 46: Channels used to purchase underwear, nightwear or loungewear, 2023
                                                                                                      • Clothing retailers most visited shops for underwear
                                                                                                        • Figure 47: Retailers used to purchased underwear, nightwear or loungewear, 2023
                                                                                                      • Half of underwear shoppers stick to one retailer
                                                                                                        • Figure 48: Repertoire of retailers used to buy underwear, nightwear and loungewear in the past 12 months, 2023
                                                                                                    • Important Factors When Buying Underwear

                                                                                                      • Comfort over complexity
                                                                                                        • Figure 49: Important factors when purchasing underwear, 2023
                                                                                                      • Price is the most important factor
                                                                                                        • Style more important to women
                                                                                                          • Figure 50: Important factors when purchasing underwear, by gender, 2023
                                                                                                      • Improvements Desired When Shopping for Underwear

                                                                                                        • Diversity and sustainability within underwear
                                                                                                          • Figure 51: Interest in innovations when shopping for underwear, 2023
                                                                                                        • Better sizing still much needed in the underwear market
                                                                                                          • Figure 52: Interest in innovations when shopping for underwear, by age group, 2023
                                                                                                      • Attitudes Towards Underwear/Nightwear/Loungewear

                                                                                                        • Opportunities to encourage impulse buying
                                                                                                          • Figure 53: Attitudes towards underwear purchasing, 2023
                                                                                                        • Underwear shopping viewed as an affordable treat
                                                                                                          • Figure 54: Attitudes towards underwear purchasing, by gender, 2023
                                                                                                        • Online offers convenience, but in-store shopping good for exploring new brands
                                                                                                        • CHAID analysis – Underwear – July 2023

                                                                                                          • Methodology
                                                                                                            • Younger consumers more likely to agree that underwear impacts self-esteem
                                                                                                              • Figure 55: Underwear – CHAID – Tree output, May 2023
                                                                                                              • Figure 56: Underwear – CHAID – Table output, May 2023
                                                                                                          • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                              • Abbreviations
                                                                                                                • Consumer research methodology
                                                                                                                • Appendix – Forecast Methodology

                                                                                                                  • Market forecast and prediction intervals
                                                                                                                    • Figure 57: Best- and worst-case forecast for consumer spending on underwear and nightwear, 2023-28
                                                                                                                  • Market drivers and assumptions
                                                                                                                    • Forecast methodology

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