Table of Contents
Executive Summary
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- The market
- Underwear to grow 2.2%
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- Figure 1: Best-and worst-case forecast of UK retail value sales of underwear, 2011-21
- Men’s underwear grows at a faster rate
- Obesity drives demand for bigger cup sizes
- Companies, brands and innovations
- Brand research
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- Figure 2: Attitudes towards and usage of selected brands, May 2016
- Selfridges launches Body Studio
- Ad spend increased to £7 million
- The consumer
- Women more likely than men to buy underwear for themselves
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- Figure 3: Purchasing of underwear, April 2016
- Trend for sports bras
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- Figure 4: Types of underwear women have bought in the last 12 months, April 2016
- Men favour tight-fitting pants
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- Figure 5: Types of underwear men have bought in the last 12 months, April 2016
- M&S leads for underwear, but only for older women
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- Figure 6: Retailers where underwear was bought in-store or online in the last 12 months, April 2016
- Replacement drives purchases
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- Figure 7: Reasons for buying new underwear in the last 12 months, April 2016
- Product quality most important
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- Figure 8: Most important factors when buying underwear, April 2016
- Focus on comfort
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- Figure 9: Interest in innovations when buying underwear, April 2016
- What we think
Issues and Insights
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- How has the underwear market performed?
- The facts
- The implications
- What are the opportunities for growth?
- The facts
- The implications
- What can retailers do to drive up spending on underwear?
- The facts
- The implications
The Market – What You Need to Know
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- Underwear to grow 2.2%
- Market to rise by 11% by 2021
- Men’s underwear grows at a faster rate
- Women dominate underwear sales
- Obesity drives demand for bigger cup sizes
- Appealing to an ageing population
- Sports participation
- Underwear is second most popular fashion purchase
Market Size and Forecast
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- Underwear to grow 2.2%
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- Figure 10: Best-and worst-case forecast of UK retail value sales of underwear, 2011-21
- Market to rise by 11% by 2021
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- Figure 11: UK retail value sales of underwear at current prices, 2011-21
- Forecast methodology
Market Segmentation
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- Men’s underwear grows at a faster rate
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- Figure 12: UK retail value sales of underwear at current prices, by gender, 2011-21
- Women dominate underwear sales
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- Figure 13: UK retail value sales of underwear, by gender, 2011-21
- Figure 14: Best-and worst-case forecast of UK retail value sales of women’s underwear, 2011-21
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- Figure 15: Best-and worst-case forecast of UK retail value sales of men’s underwear, 2011-21
Market Drivers
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- Obesity drives demand for bigger cup sizes
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- Figure 16: Proportion of obese population, by gender, 2009-14
- Appealing to an ageing population
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- Figure 17: Trends in the age structure of the UK population, 2010-20
- Sports participation
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- Figure 18: Number of UK adults aged 16+ taking part in sport at least once a week, 2008-15
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- Figure 19: Number of UK adults aged 16+ taking part in sport at least once a week, by sport, 2014 and 2015
- Gyms most popular among men and under-35s
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- Figure 20: Health and fitness club usage, by gender and age, May 2015
- Underwear is second most popular fashion purchase
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- Figure 21: Spending habits for clothing, footwear and accessories, March 2015- February 2016
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- Figure 22: Spending habits for clothing, footwear and accessories, by gender, February 2016
Key Players – What You Need to Know
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- Selfridges launches Body Studio
- Campaigns promoting range of body types
- Ad spend increased to £7 million
- M&S is the market leader
- Calvin Klein sets trends
- Victoria’s Secret stands out as unique
- Triumph strongly associated with comfort
Launch Activity and Innovation
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- Selfridges launches Body Studio
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- Figure 23: Selfridges Body Studio, London, 2016
- Campaigns promoting all body types
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- Figure 24: Selfridges EveryBody campaign, 2016
- Collaborations
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- Figure 25: Debenhams and Savannah Miller underwear collaboration, 2015
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- Figure 26: Always Aliza lingerie range for JD Williams, 2015
- Online developments
- Men’s underwear
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- Figure 27: David Beckham collaboration with H&M, 2016
Advertising and Marketing Activity
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- Ad spend increased to £7 million
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- Figure 28: Total above-the line, online display and direct mail advertising expenditure on underwear, 2012-16
- M&S increases ad spend
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- Figure 29: Total above-the line, online display and direct mail advertising expenditure on underwear, by advertiser, 2012-16
- Press advertising prevails
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- Figure 30: Total above-the line, online display and direct mail advertising expenditure on underwear, by media type, 2015
- Nielsen Media Research coverage
Channels to Market
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- M&S is the market leader
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- Figure 31: Market share of UK underwear market by outlet type, 2015
- Underwear specialists
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- Figure 32: Turnover of key underwear brands, 2013-15
- Space allocations
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- Figure 33: Space allocation estimates for men and women’s underwear/nightwear as a % of total menswear and womenswear, October 2015
Brand Research
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- What you need to know
- Brand map
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- Figure 34: Attitudes towards and usage of selected brands, May 2016
- Key brand metrics
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- Figure 35: Key metrics for selected brands, May 2016
- Brand attitudes: Calvin Klein is worth paying more for
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- Figure 36: Attitudes, by brand, May 2016
- Brand personality: Victoria’s Secret is vibrant
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- Figure 37: Brand personality – macro image, May 2016
- Triumph linked viewed as a classic
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- Figure 38: Brand personality – micro image, May 2016
- Brand analysis
- Victoria’s Secret stands out as unique
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- Figure 39: User profile of Victoria’s Secret, May 2016
- Calvin Klein sets trends
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- Figure 40: User profile of Calvin Klein, May 2016
- Figleaves seen as accessible
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- Figure 41: User profile of Figleaves, May 2016
- Bravissimo trusted by 45-54s
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- Figure 42: User profile of Bravissimo, May 2016
- Triumph strongly associated with comfort
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- Figure 43: User profile of Triumph, May 2016
The Consumer – What You Need to Know
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- Women more likely than men to buy underwear for themselves
- Women aged 45-64 main gift buyers
- Trend for sports bras
- Young women drive volume sales
- Men favour tight-fitting pants
- M&S leads for underwear, but only for older women
- Primark grows in popularity for underwear
- Men more likely than women to buy online
- Replacement drives purchases
- Men motivated by new trends
- Product quality most important
- Importance of fit for women
- Focus on comfort
- Help with fit
Purchasing of Underwear
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- Women more likely than men to buy underwear for themselves
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- Figure 44: Purchasing of underwear, April 2016
- Women aged 45-64 main gift buyers
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- Figure 45: Purchasing of underwear for self or as a gift, by gender and age group, April 2016
- Young men receive underwear as a gift
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- Figure 46: Consumers who have received underwear as a gift, by gender and age group, April 2016
- One fifth of men do not update their underwear
Types of Underwear Women Buy
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- Seamless bras grow in popularity
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- Figure 47: Types of underwear women have bought in the last 12 months, April 2016
- Trend for sports bras
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- Figure 48: Purchases of sports bras among women, by age group, April 2016
- Young women drive volume sales
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- Figure 49: Repertoire of types of underwear women have bought in the last 12 months, April 2016
Types of Underwear Men Buy
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- Men favour tight-fitting pants
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- Figure 50: Types of underwear men have bought in the last 12 months, April 2016
- Men stick to same types of underwear
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- Figure 51: Repertoire of types of underwear men have bought in the last 12 months, April 2016
Where Underwear is Bought
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- M&S leads for underwear, but only for older women
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- Figure 52: Retailers where underwear was bought in-store or online in the last 12 months, April 2016
- Primark grows in popularity for underwear
- Men more likely than women to buy online
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- Figure 53: Retailers where underwear was bought in the last 12 months, split by in-store and online, April 2016
- Supermarkets draw two fifths of shoppers
- Specialists attract women aged under-45
- Men are most loyal to one retailer in-store
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- Figure 54: Repertoire of retailers in-store where underwear was bought in the last 12 months, April 2016
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- Figure 55: Repertoire of retailers online where underwear was bought in the last 12 months, April 2016
Reasons for Buying Underwear
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- Replacement drives purchases
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- Figure 56: Reasons for buying new underwear in the last 12 months, April 2016
- Half of young women treat themselves
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- Figure 57: Reasons for buying new underwear in the last 12 months, by gender, April 2016
- Men motivated by new trends
Most Important Factors When Buying Underwear
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- Product quality is most important
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- Figure 58: Most important factors when buying underwear, April 2016
- Importance of fit for women
- Women are drawn to own-label, while men prefer brands
Interest in Innovations
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- Focus on comfort
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- Figure 59: Interest in innovations when buying underwear, April 2016
- Help with fit
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- Figure 60: Interest in innovations when buying underwear, by gender, April 2016
- Smart underwear
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
Appendix – Market Size and Forecast
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- Forecast Methodology
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- Figure 61: Best-and worst-case forecast of UK retail value sales of underwear, 2016-21
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