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Underwear (incl. Loungewear/Nightwear) - UK - June 2018

“Growth in the UK underwear, nightwear and loungewear sector has been strong, with sales boosted by an increase in the amount of time people are spending at home, which has in turn driven a new demand for nightwear and loungewear products. The market is highly competitive, with a broad assortment of retailers vying for consumer spending. As such, retailers need to keep pace with changing trends and continue to innovate in order to compete.”

– Samantha Dover, Senior Retail Analyst

This report examines the following issues:

  • The shift towards online purchasing
  • Own-label continues to dominate, but how can retailers encourage consumers to trade up?
  • Tapping into the body-positive trend

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Table of contents

  1. Overview

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

          • The market
            • Consumer spending expected to reach £5.5 billion
              • Figure 1: Consumer spending on underwear, nightwear and loungewear in the UK (including VAT), 2013-23
            • Womenswear dominates, but menswear growth strong
              • Figure 2: Estimated consumer spending on underwear and nightwear, by category, 2018
            • Companies and brands
              • M&S leads, but online-only retailers stealing market share
                • Figure 3: Estimated share of UK underwear, nightwear and loungewear market by outlet type, 2017
              • Victoria’s Secret stands out from the crowd
                • Figure 4: Attitudes towards and usage of selected brands, April 2018
              • The consumer
                • Self-purchasing most pronounced
                  • Figure 5: Purchasing of underwear, nightwear and loungewear in the last 12 months, April 2018
                • What women are buying for themselves
                  • Figure 6: Types of underwear, nightwear and loungewear women have bought for themselves in the last 12 months, April 2018
                • What men are buying for themselves
                  • Figure 7: Types of underwear, nightwear and loungewear men have bought for themselves in the last 12 months, April 2018
                • Underwear attracts a higher average spend
                  • Figure 8: Average amount spent on underwear and nightwear/loungewear in the last 12 months, April 2018
                • Most shop in clothing stores
                  • Figure 9: Where underwear, nightwear and loungewear was purchased in the last 12 months, April 2018
                • Fit should be a priority for retailers
                  • Figure 10: Improvements desired when shopping for underwear, April 2018
                • Not enough emphasis being placed on comfort
                  • Figure 11: Attitudes towards shopping for underwear, nightwear and loungewear, April 2018
                • What we think
                • Issues and Insights

                  • The shift towards online purchasing
                    • The facts
                      • The implications
                        • Own-label continues to dominate, but how can retailers encourage consumers to trade up?
                          • The facts
                            • The implications
                              • Tapping into the body-positive trend
                                • The facts
                                  • The implications
                                  • The Market – What You Need to Know

                                    • Market set to grow 19% by 2023
                                      • Loungewear and nightwear driving growth
                                        • Menswear continues to outperform
                                          • Consumers remain willing to spend
                                            • Strong demand for plus-size and sportswear ranges
                                              • An aging population set to shape the market
                                              • Market Size and Forecast

                                                • Underwear and nightwear market expected to grow 3.9% in 2018
                                                  • Figure 12: Consumer spending on underwear, nightwear and loungewear in the UK (including VAT), 2013-23
                                                  • Figure 13: Consumer spending underwear, nightwear and loungewear in the UK (including VAT) at current and constant prices, 2013-23
                                                • Forecast methodology
                                                • Market Segmentation

                                                  • Menswear continues to outperform
                                                    • Figure 14: Estimated consumer spending on underwear and nightwear, by category, 2018
                                                    • Figure 15: Breakdown of estimated consumer spending on underwear and nightwear, by category, 2013-18
                                                • Market Drivers

                                                  • Changing dynamics in the UK population
                                                    • Figure 16: Trends in the age structure of the UK population, 2016-26
                                                    • Figure 17: Breakdown of trends in the age structure of the UK population, 2016-26
                                                  • The influence of births and marriages on some underwear categories
                                                    • Figure 18: Total number of births and marriages in the UK, 2012-16
                                                  • High inflation seen throughout 2017
                                                    • Figure 19: Annual percentage change in consumer prices, March 2017-March 2018
                                                  • Real incomes under pressure, but growing again
                                                    • Figure 20: Real wage growth – Average weekly earnings vs inflation, January 2014-March 2018
                                                  • Consumer confidence remains robust
                                                    • Figure 21: Consumer financial confidence, April 2013-May 2018
                                                  • Working-from-home culture influencing the market
                                                    • Figure 22: Where people work in a typical week, October 2017
                                                  • Health and fitness boom fuelling demand for sports underwear
                                                    • Figure 23: Sports participation in the last 12 months, June 2014 and July 2017
                                                  • High levels of obesity create a need for size inclusivity
                                                    • Figure 24: Overweight and obesity prevalence, 2012-16
                                                • Companies and Brands – What You Need to Know

                                                  • M&S continues to dominate
                                                    • Specialists struggle in a competitive market
                                                      • Sloggi and Triumph most trusted
                                                        • Body positivity gaining momentum
                                                          • New brand and product launches disrupt the market
                                                            • Brands diversify with premium and activewear ranges
                                                              • Ongoing investment into online shopping experience
                                                              • Leading Players

                                                                  • Channels to market
                                                                    • M&S retains market leading position
                                                                      • Figure 25: Estimated share of UK underwear, nightwear and loungewear market by outlet type, 2017
                                                                    • Mixed trading results from the specialists
                                                                      • Victoria’s Secret reports sales uplift in 2018
                                                                        • Boux Avenue impacted declining footfall
                                                                          • Lovehoney sales boosted by lingerie
                                                                            • Premium retailers struggle to grow sales
                                                                              • Figure 26: Leading specialist underwear retailers’ total UK revenues, 2012-17
                                                                            • Newer specialists increase footprint
                                                                              • Honey Birdette plans major UK rollout
                                                                                • Boux Avenue and Bravissimo eye international expansion
                                                                                  • Figure 27: Leading specialist underwear retailers’ total UK stores, 2012-17
                                                                                • Leading specialists’ sales per outlet
                                                                                  • Figure 28: Leading specialist underwear retailers’ estimated UK sales per outlet, 2012-17
                                                                                • Leading brands also struggling to grow
                                                                                    • Figure 29: Leading underwear brands’ total UK revenues, 2012-17
                                                                                  • Mergers and acquisitions
                                                                                    • Non-specialists continue to invest in underwear and nightwear category
                                                                                      • Department stores look to strengthen position
                                                                                        • Retailers look to grow revenues through expanded lingerie ranges
                                                                                          • Non-specialists’ underwear and nightwear space allocation
                                                                                            • Figure 30: Space allocation estimates for men and women’s underwear/nightwear as a % of total clothing retail selling space, October 2017
                                                                                        • Launch Activity and Innovation

                                                                                          • Triumph Group eyes more premium position
                                                                                            • When underwear and activewear collide
                                                                                              • Brands expand to be more inclusive
                                                                                                • Figure 31: Nubian Skin Naked Collection, 2018
                                                                                              • Body positive campaigns gain momentum
                                                                                                • New brand launches – Les Girls Les Boys and Savage x Fenty
                                                                                                  • Collaborations generate brand hype
                                                                                                    • Independent rejects discounting in favour of charitable giving
                                                                                                      • Figure 32: The Pantry Underwear Islington London, 2018
                                                                                                    • Underwear pop-ups give new brands the spotlight
                                                                                                      • Figure 33: Beija London Covent Garden Pop-up, 2017
                                                                                                    • Encouraging shoppers to try-before-they-buy
                                                                                                      • Premium retailer launches bespoke fitting service
                                                                                                        • Ongoing investment into online
                                                                                                        • Advertising and Marketing Activity

                                                                                                          • Underwear and nightwear advertising expenditure falling
                                                                                                            • Figure 34: Total above-the line, online display and direct mail advertising expenditure on underwear and nightwear, 2013-17
                                                                                                          • Triumph ramps up expenditure
                                                                                                            • Figure 35: Total above-the line, online display and direct mail advertising expenditure on underwear and nightwear, by leading advertisers, 2013-17
                                                                                                          • Digital now accounts for almost a third of adspend
                                                                                                            • Figure 36: Total above-the line, online display and direct mail advertising expenditure on underwear and nightwear, by media type, 2017
                                                                                                          • Key campaigns
                                                                                                            • Campaigns
                                                                                                                • Figure 37: Calvin Klein Underwear Campaign, 2018
                                                                                                              • Nielsen Ad Intel coverage
                                                                                                              • Brand Research

                                                                                                                  • Brand map
                                                                                                                    • Figure 38: Attitudes towards and usage of selected brands, April 2018
                                                                                                                  • Key brand metrics
                                                                                                                    • Figure 39: Key metrics for selected brands, April 2018
                                                                                                                  • Brand attitudes: Curvy Kate lacks brand awareness
                                                                                                                    • Figure 40: Attitudes, by brand, April 2018
                                                                                                                  • Brand personality: Sloggi considered accessible
                                                                                                                    • Figure 41: Brand personality – Macro image, April 2018
                                                                                                                  • Triumph seen as classic
                                                                                                                    • Figure 42: Brand personality – Micro image, April 2018
                                                                                                                  • Brand analysis
                                                                                                                    • Victoria’s Secret is trend-setting
                                                                                                                      • Figure 43: User profile of Victoria’s Secret, April 2018
                                                                                                                    • Triumph lacks differentiation
                                                                                                                      • Figure 44: User profile of Triumph, April 2018
                                                                                                                    • Calvin Klein popular with affluent Millennials
                                                                                                                      • Figure 45: User profile of Calvin Klein, April 2018
                                                                                                                    • Sloggi known for comfort
                                                                                                                      • Figure 46: User profile of Sloggi, April 2018
                                                                                                                    • Heidi Klum Intimates seen as stylish
                                                                                                                      • Figure 47: User profile of Heidi Klum Intimates, April 2018
                                                                                                                    • Curvy Kate attracts a young customer
                                                                                                                      • Figure 48: User profile of Curvy Kate, April 2018
                                                                                                                  • The Consumer – What You Need to Know

                                                                                                                    • Three out of four consumers have bought underwear, nightwear or loungewear in the last year
                                                                                                                      • Product preferences vary significantly by age
                                                                                                                        • Age and affluence plays an important role in how much consumers spend
                                                                                                                          • Young shoppers opt for value or premium, whilst older generation prefer middle-market labels
                                                                                                                            • More than a third now shop online
                                                                                                                              • Still room for improvement in terms of fit and quality
                                                                                                                                • Strong demand for more representative underwear campaigns
                                                                                                                                • Underwear, Nightwear and Loungewear Purchasing

                                                                                                                                  • Most purchase for themselves
                                                                                                                                    • Figure 49: Purchasing of underwear, nightwear and loungewear in the last 12 months, April 2018
                                                                                                                                  • Women drive gifting market
                                                                                                                                    • Figure 50: Purchasing of underwear, nightwear and loungewear in the last 12 months, by gender, April 2018
                                                                                                                                  • Over-65s less likely to purchase
                                                                                                                                    • Figure 51: Purchasing of underwear, nightwear and loungewear in the last 12 months, by age, April 2018
                                                                                                                                • What Women Buy

                                                                                                                                  • Women continue to favour t-shirt bras
                                                                                                                                    • Figure 52: Types of underwear, nightwear and loungewear women have bought for themselves in the last 12 months, April 2018
                                                                                                                                  • Changing underwear preferences with age
                                                                                                                                    • Figure 53: Types of underwear women have bought for themselves in the last 12 months, by age, April 2018
                                                                                                                                  • Young women drive loungewear purchases
                                                                                                                                    • Figure 54: Types of nightwear and loungewear women have bought for themselves in the last 12 months, by age, April 2018
                                                                                                                                  • Most women buy several different types of underwear, nightwear and loungewear
                                                                                                                                    • Figure 55: Repertoire of the types of nightwear and loungewear women have bought for themselves in the last 12 months, April 2018
                                                                                                                                • What Men Buy

                                                                                                                                  • High levels of underwear purchasing amongst men
                                                                                                                                    • Figure 56: Types of underwear, nightwear and loungewear men have bought for themselves in the last 12 months, April 2018
                                                                                                                                  • Older men favour briefs over boxers
                                                                                                                                    • Figure 57: Types of underwear men have bought for themselves in the last 12 months, by age, April 2018
                                                                                                                                  • Young men most likely to buy nightwear and loungewear
                                                                                                                                    • Figure 58: Types of nightwear and loungewear men have bought for themselves in the last 12 months, by age, April 2018
                                                                                                                                  • Less purchasing fluidity in men’s market
                                                                                                                                    • Figure 59: Repertoire of the types of nightwear and loungewear men have bought for themselves in the last 12 months, April 2018
                                                                                                                                • How Much They Spend

                                                                                                                                  • Consumers spend more on underwear
                                                                                                                                    • Figure 60: Average amount spent on underwear and nightwear/loungewear in the last 12 months, April 2018
                                                                                                                                  • Older Millennials most likely to splash out on underwear
                                                                                                                                    • Figure 61: Average amount spent on underwear in the last 12 months, by demographics, April 2018
                                                                                                                                  • Men spend more on nightwear and loungewear
                                                                                                                                    • Figure 62: Average amount spent on nightwear/loungewear in the last 12 months, by demographics, April 2018
                                                                                                                                • Brand Types Purchased

                                                                                                                                  • More than half stick with standard underwear brands
                                                                                                                                    • Figure 63: Brand preferences when shopping for underwear, April 2018
                                                                                                                                  • High usage of value brands in the nightwear and loungewear sector
                                                                                                                                    • Figure 64: Brand preferences when shopping for nightwear/loungewear, April 2018
                                                                                                                                  • Men most likely to invest in premium labels
                                                                                                                                    • Figure 65: Brand preferences when shopping for underwear and nightwear/loungewear, by gender, April 2018
                                                                                                                                  • Young shoppers favour value brands
                                                                                                                                    • Figure 66: Brand preferences when shopping for underwear and nightwear/loungewear, by age, April 2018
                                                                                                                                  • Affluent more willing to trade up in their purchases
                                                                                                                                    • Figure 67: Brand preferences when shopping for underwear and nightwear/loungewear, by socio-economic status, April 2018
                                                                                                                                • How and Where They Shop

                                                                                                                                  • Majority continue to shop in-store
                                                                                                                                    • Figure 68: How underwear, nightwear and loungewear was purchased in the last 12 months, April 2018
                                                                                                                                  • Most shop where it is convenient
                                                                                                                                    • Figure 69: Where underwear, nightwear and loungewear was purchased in the last 12 months, April 2018
                                                                                                                                  • Underwear specialists popular with young and affluent
                                                                                                                                    • Figure 70: Where underwear, nightwear and loungewear was purchased in the last 12 months, by age and income, April 2018
                                                                                                                                  • Underwear specialists most popular online
                                                                                                                                    • Figure 71: How underwear, nightwear and loungewear was purchased in the last 12 months, by retailer used, April 2018
                                                                                                                                  • Consumers head to specialists for premium brands
                                                                                                                                    • Figure 72: Where consumers shop for underwear, nightwear and loungewear, by brand preference, April 2018
                                                                                                                                  • Almost half loyal to one retailer
                                                                                                                                    • Figure 73: Repertoire of where underwear, nightwear and loungewear was purchased in the last 12 months, April 2018
                                                                                                                                • Improvements Desired When Shopping for Underwear

                                                                                                                                  • Fit and quality remain top priorities
                                                                                                                                    • Figure 74: Improvements desired when shopping for underwear, April 2018
                                                                                                                                  • Size guides important to younger women
                                                                                                                                    • Figure 75: Improvements desired when shopping for underwear, by age and gender, April 2018
                                                                                                                                  • Young men highly influenced by brand assortment
                                                                                                                                    • Figure 76: Improvements desired when shopping for underwear, by age and gender, April 2018
                                                                                                                                • Attitudes towards Shopping for Underwear, Nightwear and Loungewear

                                                                                                                                  • Trend for comfort shows no signs of fading fast
                                                                                                                                    • Figure 77: Attitudes towards shopping for underwear, nightwear and loungewear, April 2018
                                                                                                                                  • Young appear more dissatisfied with range
                                                                                                                                    • Figure 78: Attitudes towards shopping for underwear, nightwear and loungewear, by age and gender, April 2018
                                                                                                                                  • Buying underwear, nightwear or loungewear is seen as a treat for most women
                                                                                                                                    • Figure 79: Attitudes towards shopping for underwear, nightwear and loungewear, by age and gender, April 2018
                                                                                                                                  • Over-55s still think shopping in-store is easier
                                                                                                                                    • Figure 80: Attitudes towards shopping for underwear, nightwear and loungewear, by age and gender, April 2018
                                                                                                                                • Target Groups

                                                                                                                                    • Figure 81: Attitudes towards underwear, nightwear and loungewear, by target groups, April 2018
                                                                                                                                  • Key Characteristics
                                                                                                                                    • Reluctant Spenders
                                                                                                                                      • Creatures of Comfort
                                                                                                                                        • Savvy Enthusiasts
                                                                                                                                        • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                          • Data sources
                                                                                                                                            • Financial definitions
                                                                                                                                              • Abbreviations
                                                                                                                                                • Consumer research methodology
                                                                                                                                                • Appendix – Market Size and Forecast

                                                                                                                                                  • Forecast methodology

                                                                                                                                                  Underwear (incl. Loungewear/Nightwear) - UK - June 2018

                                                                                                                                                  US $2,693.85 (Excl.Tax)