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MENS AND WOMENS UNDERWEAR AND SLEEPWEAR-US-FEBRUARY 2018

Published By :

Mintel

Published Date : Feb 2018

Category :

Apparel

No. of Pages : N/A

The underwear market is in a state of change. Tried and true brands are still dominating, but newer start-ups and other online-only players are offering fresh alternatives and making inroads, especially among younger buyers. Mens increased engagement in the category is fueling the mens sector, while female-targeted brands are shifting away from marketing with a heavy dose of sexuality toward themes of empowerment, body positivity, and confidence. The sleepwear market is a bit stagnant, in need of innovation to remind consumers how luxurious such items can be, especially if they can ensure a better nights sleep or worn for occasions other than sleeping. Hosiery is on the decline, with shapewear the primary bright spot.
Table of contents
OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY
Overview
The issues
Obesity epidemic substantiates need for extended sizes
Figure 1: Attitudes toward underwear, by gender and BMI, November 2017
Brand not a key purchase driver
Figure 2: Important attributes, by category, November 2017
Sleepwear sector is sleepy
Figure 3: Purchase incidence of and behaviors toward sleepwear, by gender, November 2017
The opportunities
Focus on younger generations
Figure 4: Purchase incidence of underwear and sleepwear, by gender and generation, November 2017
Capitalize on e-commerce
Figure 5: Method of shopping, by generation, November 2017
Become enablers for better sleep
Figure 6: Interest in functional sleepwear, by gender and generation, November 2017
What it means
THE MARKET WHAT YOU NEED TO KNOW
Mens market picking up steam
Population trends impact the market
Obesity continues to create demand for special sizes
Future market outlook positive based on current macroeconomic climate
MARKET PERSPECTIVE
Mens underwear market showing signs of growth, but womens maintains the majority
Figure 7: Underwear and sleepwear purchase incidence, November 2017
MARKET FACTORS
Population growth among 25-44s bodes well for market
Figure 8: Female population by age, 2013-23
Figure 9: Male population by age, 2013-23
As obesity rates continue upward, so does demand for plus sizes
Figure 10: Prevalence of obesity among adults aged 20 and over, by age and gender, 2017*
Figure 11: Prevalence of obesity among adults aged 20 and over, by gender and race and Hispanic origin, 2017*
Macroeconomic factors can also influence purchase incidence
Consumer confidence and unemployment
Figure 12: Consumer confidence and unemployment, 2000-17*
Median household income
Figure 13: Median household income, by race/Hispanic origin of householder, in inflation-adjusted dollars, 2006-16
Disposable personal income
KEY PLAYERS WHAT YOU NEED TO KNOW
Empowered confidence is the new sexy
And along comes Amazon
Plus size and big and tall offerings still slim
Subscription services make it easy to replenish
WHATS WORKING?
Classic shades and new takes on feminine styles in vogue
Reinvigorated lingerie lines for her, not him
ThirdLove
Lively
Lonely
Aerie
Adore Me
DEFY Lingerie
In their words
Mens underwear advertising gets cheeky
Gildan
Figure 14: Gildans Not your dads underwear TV ad, February 2017
Tommy John
Figure 15: Tommy John Kevin Harts Morning Briefing video ad, January 2017
Chubbies
Calvin Klein
Duluth Trading Co. (Buck Naked)
Figure 16: Buck Naked Mousetrap TV ad, August 2017
Amazon gains ground in yet another category
WHATS STRUGGLING?
Practicality over indulgence
Figure 17: Attitudes toward self-indulgence, by gender, November 2017
Demand over supply for plus size and big and tall consumers
Figure 18: Attitudes toward availability of plus and big and tall sizes, by gender and BMI, November 2017
WHATS NEXT?
Subscribing to the unmentionables
MeUndies
Figure 19: Ownership or interest in MeUndies, by generation, November 2017
Fruit of the Loom
Panty Drop
Sofia Vergara and EBY
Genderless undies offer new marketing opportunities
THE CONSUMER WHAT YOU NEED TO KNOW
Modesty is in fashion
Brand not a key purchase driver
Consumers search for deals, and selection drives where they shop
Online shopping on the rise
Body image impacts purchase decisions
Sleepwear not a considered purchase
TYPES OF WOMENS UNDERWEAR
Bras top purchased items
Figure 20: Types of womens underwear, November 2017
Younger women prefer more modern, less conservative styles
Figure 21: Types of bras, by age, November 2017
Figure 22: Types of panties, by age, November 2017
Body mass index influences style preferences
Figure 23: Types of panties, by BMI, November 2017
Opportunity to increase purchasing among Black non-Hispanic consumers
Figure 24: Select types of womens underwear, by race and Hispanic origin, November 2017
Men play a small, but not insignificant role
SPENDING ON WOMENS UNDERWEAR
In their words: spending thresholds
WOMENS UNDERWEAR BRANDS
Overview
Mintel survey findings
Victorias Secret no secret in womens intimate market
Figure 25: Womens underwear brands, November 2017
Disruptor brands gaining among young females
Figure 26: Womens underwear brands, any ownership or interest (net), by age, November 2017
Figure 27: Womens underwear brands, lack of awareness, by age, November 2017
Brands such as Bali, Playtex, and Maidenform skew older
Figure 28: Bra brands purchased, by age, July 2016 - August 2017
Figure 29: Panties brands purchased, by age, July 2016-August 2017
In their words: favorite brands
TYPES OF WOMENS SLEEPWEAR
Nearly half of women bought new PJs
Figure 30: Types of womens sleepwear, November 2017
Pajama sets have broad appeal
Figure 31: Types of womens pajamas, by age, November 2017
Figure 32: Nightgowns, robes and other lingerie, by age, November 2017
Hispanics and non-Hispanic Black consumers important targets
Figure 33: Types of womens sleepwear, by race and Hispanic origin, November 2017
Mens role in the sector slightly on the decline
Figure 34: Nightwear and other lingerie purchases, by men, July 2012-August 2017
WOMENS HOSIERY AND SHAPEWEAR
Hosiery is aging
Figure 35: Hosiery/shapewear purchase incidence, by age, November 2017
Shapewear a bright spot, but showing signs of plateau
Figure 36: Types of hosiery/shapewear, July 2012-August 2017
LEggs and Spanx garner at least a fifth of buyers
Figure 37: Hosiery/pantyhose brands purchased, July 2016-August 2017
Figure 38: Shapewear brands purchased, July 2016-August 2017
Trends
Hosiery
Shapewear
WHERE WOMEN SHOP
Department stores top preferred channel
Figure 39: Retailers shopped, November 2017
Online shopping is prolific
Figure 40: Top retailers shopped, by method of shopping, November 2017
Figure 41: Retailers shopped, by method of shopping and channel, November 2017
Women 18-34 strongly prefer specialty lingerie stores for undergarments
Figure 42: Retailers shopped for underwear, by age, November 2017
IMPORTANT PRODUCT ATTRIBUTES FOR WOMEN
Comfort is king
Figure 43: Important attributes, November 2017
Comfort and fit remain universally important factors regardless of age
Figure 44: Important underwear attributes, by age, November 2017 Part one
Figure 45: Important underwear attributes, by age, November 2017 Part two
Style gets more important for sleepwear as women age
Figure 46: Important sleepwear attributes, by age, November 2017 Part one
Figure 47: Important sleepwear attributes, by age, November 2017 Part two
Body size and shape also factor into how women rate attributes
Figure 48: Important underwear attributes, by BMI, November 2017
WOMENS ATTITUDES TOWARD UNDERWEAR
Comfort in ones own skin drives choices; modesty strongly preferred
Figure 49: Attitude toward body size, by BMI and age, November 2017
Figure 50: Attitude toward plus sizes, by BMI and age, November 2017
Figure 51: Attitudes toward style preference, by age, November 2017
In their words: self-perception and how it drives choices
More than a utilitarian transaction
Figure 52: Attitudes toward indulgence, by age, November 2017
In their words: indulgence
Splurge
Do not splurge
Give shoppers more choices and reasons to care about the category
Figure 53: Interest in mixing and matching and fabric innovation, by age, November 2017
WOMENS ATTITUDES AND BEHAVIORS TOWARD SLEEPWEAR
Sleepwear not top-of-mind
Figure 54: Attitudes toward indulgence, by household income, November 2017
Figure 55: Wearing occasions, by marital status, November 2017
Sleepwear that can improve sleep and nightwear as daywear represent opportunities
Figure 56: Other opportunity areas, by age, November 2017
TYPES OF MENS UNDERWEAR
Boxer briefs preferred by nearly half of men
Figure 57: Types of mens underwear, November 2017
Figure 58: Types of mens bottoms, by age, November 2017
Figure 59: Types of mens undershirts, by age, November 2017
Hispanic and Black consumers are key targets
Figure 60: Types of mens underwear, by race and Hispanic origin, November 2017
Women play a significant role
Figure 61: Share of mens underwear purchases, by gender, July 2012 and August 2017
MENS UNDERWEAR BRANDS
Hanes and Fruit of the Loom dominate mens market
Figure 62: Mens underwear brands, November 2017
Young men highly engaged in the category
Figure 63: Mens underwear brands, any ownership or interest (net), by generation, November 2017
Single men could warrant tailored targeting consideration
Figure 64: Select mens underwear brands, any ownership or interest (net), by marital status, November 2017
Multicultural men more likely than all to have purchased most listed brands
Figure 65: Mens underwear brands, any ownership or interest (net), by race and Hispanic origin, November 2017
TYPES OF MENS SLEEPWEAR
Less than half of men buy sleepwear
Figure 66: Types of mens sleepwear, November 2017
Men 18-24 key targets
Figure 67: Types of mens sleepwear, by age, November 2017
Parents love their PJs
Figure 68: Types of mens sleepwear, by parental status, November 2017
Nearly half of Hispanics and Black consumers purchased pajamas
Figure 69: Types of mens sleepwear, by race and Hispanic origin, November 2017
Women buying more than men
Figure 70: Share of mens nightwear/pajamas purchases, by gender, July 2012 and August 2017
WHERE MEN SHOP
Mens preferred retail outlets align closely with womens
Figure 71: Retailers shopped, November 2017
Online purchasing here to stay
Figure 72: Top retailers shopped, by method of shopping, November 2017
Figure 73: Retailers shopped, by method of shopping and channel, November 2017
Nearly all channels attracting young men rather than their older counterparts
Figure 74: Retailers shopped for underwear Any purchase in-store or online, by age, November 2017
IMPORTANT PRODUCT ATTRIBUTES FOR MEN
Men prioritize functional benefits
Figure 75: Important attributes, November 2017
Six in 10 overweight men say fit is a primary purchase consideration
Figure 76: Important sleepwear attributes, by age, November 2017
MENS ATTITUDES TOWARD UNDERWEAR
Men opt for modesty too
Figure 77: Attitudes toward body image and style preference, by age, November 2017
Technological advancements reinvigorate the category
Figure 78: Attitudes toward technology innovation, by age, November 2017
The forgotten consumer: big and tall men
Figure 79: Attitudes toward big and tall sizes, by BMI and age, November 2017
Can underwear be seen as a luxury item?
Figure 80: Attitude toward indulgence, by age, November 2017
MENS ATTITUDES AND BEHAVIORS TOWARD SLEEPWEAR
Men and women view category similarly
Three in 10 men dont buy unless theres a sale
Figure 81: Attitudes toward indulgence, by age, November 2017
Sleepwear as daywear
Figure 82: Wearing occasions, by age, November 2017
Figure 83: Wearing occasions, by marital status, November 2017
Sleepwear as an enabler for better sleep
Figure 84: Interest in functional sleepwear, by age, November 2017
APPENDIX DATA SOURCES AND ABBREVIATIONS
Data sources
Consumer survey data
Consumer qualitative research
Abbreviations and terms
Abbreviations
Terms
APPENDIX THE MARKET
Figure 85: Prevalence of obesity among US adults aged 20 and over, 1997-2017*
Figure 86: Population by generation, 2023
Figure 87: Disposable personal income change from previous period, 2007-November 2017
APPENDIX THE CONSUMER
Womens and mens apparel purchases
Figure 88: Womens apparel and accessory purchases, July 2016-August 2017
Figure 89: Womens lingerie purchases, July 2016-August 2017
Figure 90: Share of womens lingerie purchases, by gender, July 2012-August 2017
Figure 91: Mens apparel and accessory purchases, July 2016-August 2017
Figure 92: Share of mens underwear purchases, by gender, July 2012-August 2017
Figure 93: Share of mens nightwear/pajamas purchases, by gender, July 2012-August 2017
Number of womens underwear items purchased
Figure 94: Number of bras purchased, by age, July 2016-August 2017
Figure 95: Number of bras purchased, by race and Hispanic origin, July 2016-August 2017
Figure 96: Number of bras purchased, by household income, July 2016-August 2017
Figure 97: Number of panties purchased, by household income, July 2016-August 2017
Figure 98: Number of panties purchased, by age, July 2016-August 2017
Figure 99: Number of panties purchased, by race and Hispanic origin, July 2016-August 2017
Womens hosiery and shapewear: types, number of items purchased and brands
Figure 100: Types of hosiery/shapewear, by age, July 2016-August 2017
Figure 101: Number of hosiery/sleepwear items purchased, August 2017
Figure 102: Hosiery/pantyhose brands purchased, by age, July 2016-August 2017
Figure 103: Hosiery/pantyhose brands purchased, by race and Hispanic origin, July 2016-August 2017
Figure 104: Shapewear brands purchased, by age, July 2016-August 2017
Figure 105: Shapewear brands purchased, by race and Hispanic origin, July 2016-August 2017
Additional qualitative research
Influencers
Price
Favorite brands

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