The nightwear market has shown steady rather than spectacular growth in the last couple of years as retail sales in general have slowed, and is increasingly fashion-driven as retailers seek to encourage more frequent purchasing.
In a market where branding is relatively insignificant, it is the retailers who are tending to drive the market, with the likes of Marks & Spencer, for example, investing in new product design in order to offer greater choice and range of styles. Consumers continue to be highly fashion conscious, and so are likely to replace nightwear more often with the right product mix in store or available via on-line stores.
Mintel examines the hypothesis that consumers are most likely to buy nightwear more frequently where products are deemed to be multi-functional i.e. can be worn around the house or on the beach/in the garden, or to keep up date with fashion. With women far more likely to buy and/or wear any form of nightwear than men it is crucial to target products to increase frequency of purchase.
