Table of Contents
Overview
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- What you need to know
- Products covered in this report
Executive Summary
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- The market
- Consumer spending expected to reach £5.5 billion
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- Figure 1: Consumer spending on underwear, nightwear and loungewear in the UK (including VAT), 2013-23
- Womenswear dominates, but menswear growth strong
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- 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
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- Figure 3: Estimated share of UK underwear, nightwear and loungewear market by outlet type, 2017
- Victoria’s Secret stands out from the crowd
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- Figure 4: Attitudes towards and usage of selected brands, April 2018
- The consumer
- Self-purchasing most pronounced
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- Figure 5: Purchasing of underwear, nightwear and loungewear in the last 12 months, April 2018
- What women are buying for themselves
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- 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
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- 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
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- Figure 8: Average amount spent on underwear and nightwear/loungewear in the last 12 months, April 2018
- Most shop in clothing stores
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- Figure 9: Where underwear, nightwear and loungewear was purchased in the last 12 months, April 2018
- Fit should be a priority for retailers
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- Figure 10: Improvements desired when shopping for underwear, April 2018
- Not enough emphasis being placed on comfort
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- Figure 11: Attitudes towards shopping for underwear, nightwear and loungewear, April 2018
- What we think
Issues and Insights
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- 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
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- 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
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- Underwear and nightwear market expected to grow 3.9% in 2018
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- Figure 12: Consumer spending on underwear, nightwear and loungewear in the UK (including VAT), 2013-23
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- Figure 13: Consumer spending underwear, nightwear and loungewear in the UK (including VAT) at current and constant prices, 2013-23
- Forecast methodology
Market Segmentation
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- Menswear continues to outperform
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- 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
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- Changing dynamics in the UK population
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- 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
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- Figure 18: Total number of births and marriages in the UK, 2012-16
- High inflation seen throughout 2017
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- Figure 19: Annual percentage change in consumer prices, March 2017-March 2018
- Real incomes under pressure, but growing again
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- Figure 20: Real wage growth – Average weekly earnings vs inflation, January 2014-March 2018
- Consumer confidence remains robust
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- Figure 21: Consumer financial confidence, April 2013-May 2018
- Working-from-home culture influencing the market
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- Figure 22: Where people work in a typical week, October 2017
- Health and fitness boom fuelling demand for sports underwear
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- Figure 23: Sports participation in the last 12 months, June 2014 and July 2017
- High levels of obesity create a need for size inclusivity
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- Figure 24: Overweight and obesity prevalence, 2012-16
Companies and Brands – What You Need to Know
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- 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
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- Channels to market
- M&S retains market leading position
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- 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
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- 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
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- Figure 27: Leading specialist underwear retailers’ total UK stores, 2012-17
- Leading specialists’ sales per outlet
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- Figure 28: Leading specialist underwear retailers’ estimated UK sales per outlet, 2012-17
- Leading brands also struggling to grow
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- 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
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- 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
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- Triumph Group eyes more premium position
- When underwear and activewear collide
- Brands expand to be more inclusive
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- 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
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- Figure 32: The Pantry Underwear Islington London, 2018
- Underwear pop-ups give new brands the spotlight
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- 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
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- Underwear and nightwear advertising expenditure falling
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- Figure 34: Total above-the line, online display and direct mail advertising expenditure on underwear and nightwear, 2013-17
- Triumph ramps up expenditure
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- 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
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- Figure 36: Total above-the line, online display and direct mail advertising expenditure on underwear and nightwear, by media type, 2017
- Key campaigns
- Campaigns
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- Figure 37: Calvin Klein Underwear Campaign, 2018
- Nielsen Ad Intel coverage
Brand Research
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- Brand map
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- Figure 38: Attitudes towards and usage of selected brands, April 2018
- Key brand metrics
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- Figure 39: Key metrics for selected brands, April 2018
- Brand attitudes: Curvy Kate lacks brand awareness
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- Figure 40: Attitudes, by brand, April 2018
- Brand personality: Sloggi considered accessible
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- Figure 41: Brand personality – Macro image, April 2018
- Triumph seen as classic
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- Figure 42: Brand personality – Micro image, April 2018
- Brand analysis
- Victoria’s Secret is trend-setting
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- Figure 43: User profile of Victoria’s Secret, April 2018
- Triumph lacks differentiation
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- Figure 44: User profile of Triumph, April 2018
- Calvin Klein popular with affluent Millennials
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- Figure 45: User profile of Calvin Klein, April 2018
- Sloggi known for comfort
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- Figure 46: User profile of Sloggi, April 2018
- Heidi Klum Intimates seen as stylish
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- Figure 47: User profile of Heidi Klum Intimates, April 2018
- Curvy Kate attracts a young customer
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- Figure 48: User profile of Curvy Kate, April 2018
The Consumer – What You Need to Know
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- 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
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- Most purchase for themselves
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- Figure 49: Purchasing of underwear, nightwear and loungewear in the last 12 months, April 2018
- Women drive gifting market
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- Figure 50: Purchasing of underwear, nightwear and loungewear in the last 12 months, by gender, April 2018
- Over-65s less likely to purchase
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- Figure 51: Purchasing of underwear, nightwear and loungewear in the last 12 months, by age, April 2018
What Women Buy
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- Women continue to favour t-shirt bras
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- 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
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- Figure 53: Types of underwear women have bought for themselves in the last 12 months, by age, April 2018
- Young women drive loungewear purchases
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- 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
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- 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
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- High levels of underwear purchasing amongst men
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- 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
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- 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
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- 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
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- 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
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- Consumers spend more on underwear
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- 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
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- Figure 61: Average amount spent on underwear in the last 12 months, by demographics, April 2018
- Men spend more on nightwear and loungewear
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- Figure 62: Average amount spent on nightwear/loungewear in the last 12 months, by demographics, April 2018
Brand Types Purchased
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- More than half stick with standard underwear brands
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- Figure 63: Brand preferences when shopping for underwear, April 2018
- High usage of value brands in the nightwear and loungewear sector
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- Figure 64: Brand preferences when shopping for nightwear/loungewear, April 2018
- Men most likely to invest in premium labels
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- Figure 65: Brand preferences when shopping for underwear and nightwear/loungewear, by gender, April 2018
- Young shoppers favour value brands
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- Figure 66: Brand preferences when shopping for underwear and nightwear/loungewear, by age, April 2018
- Affluent more willing to trade up in their purchases
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- Figure 67: Brand preferences when shopping for underwear and nightwear/loungewear, by socio-economic status, April 2018
How and Where They Shop
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- Majority continue to shop in-store
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- Figure 68: How underwear, nightwear and loungewear was purchased in the last 12 months, April 2018
- Most shop where it is convenient
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- Figure 69: Where underwear, nightwear and loungewear was purchased in the last 12 months, April 2018
- Underwear specialists popular with young and affluent
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- 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
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- 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
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- Figure 72: Where consumers shop for underwear, nightwear and loungewear, by brand preference, April 2018
- Almost half loyal to one retailer
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- Figure 73: Repertoire of where underwear, nightwear and loungewear was purchased in the last 12 months, April 2018
Improvements Desired When Shopping for Underwear
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- Fit and quality remain top priorities
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- Figure 74: Improvements desired when shopping for underwear, April 2018
- Size guides important to younger women
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- Figure 75: Improvements desired when shopping for underwear, by age and gender, April 2018
- Young men highly influenced by brand assortment
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- Figure 76: Improvements desired when shopping for underwear, by age and gender, April 2018
Attitudes towards Shopping for Underwear, Nightwear and Loungewear
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- Trend for comfort shows no signs of fading fast
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- Figure 77: Attitudes towards shopping for underwear, nightwear and loungewear, April 2018
- Young appear more dissatisfied with range
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- 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
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- 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
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- Figure 80: Attitudes towards shopping for underwear, nightwear and loungewear, by age and gender, April 2018
Target Groups
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- Figure 81: Attitudes towards underwear, nightwear and loungewear, by target groups, April 2018
- Key Characteristics
- Reluctant Spenders
- Creatures of Comfort
- Savvy Enthusiasts
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Appendix – Data Sources, Abbreviations and Supporting Information
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- Data sources
- Financial definitions
- Abbreviations
- Consumer research methodology
Appendix – Market Size and Forecast
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- Forecast methodology
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