The UK Underwear Market 2018 - 2023

The UK Underwear Market 2018 - 2023

  • Products Id :- VR0148SR
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  • Pages: 83
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Executive Summary

The UK Underwear Market 2018-2023


"The UK Underwear Market 2018-2023", report offers comprehensive insight and analysis of the underwear market (including forecasts up to 2023), the major players, the main trends, and consumer attitudes. It provides in-depth analysis of the following: the hot issues impacting the market, strategies for success, market sizes and forecasts, retailer profiles, retailer market shares, consumer data and future outlook. The report focuses on men's and women's underwear, nightwear and hosiery. Consumer data is based on our 2018 UK clothing survey, using a panel of 5,000 nationally representative consumers.

The UK underwear market is forecast to reach GBP5.8bn in 2018, equating to 16% of the 16+ clothing market. While the sector has been protected to a degree given how essential the category is, the market has been driven predominantly by inflation since 2017, with volumes in decline. Volumes are however forecast to recover out to 2023, as growing consumer appetite for regular newness and more fashionable underwear, especially in lingerie, will drive spending.


- 58.1% of UK clothing shoppers have bought underwear in the past year; and women's underwear is the most shopped category, aided by wider choice and greater trend-led ranges.

- The online underwear market is forecast to grow by over 40% over the next five years, equating to an additional GBP530m in spend.

- Despite losing 1.5 percentage points off its market share between 2013 and 2018, M&S remains market leader.

Reasons to buy

- Using our five year forecasts to 2023, learn which subcategories in the underwear market will be the fastest performing to ensure more focus and investment in these winning product areas.

- Understand how drivers of underwear purchases, such as price, comfort and fit, change in importance among different demographics in order to maximise sales potential.

- Use our in-depth analysis of the challenges faced by market leader M&S in order to understand how to steal its shoppers and market share.

- Discover which segments of the market are forecast to prosper out to 2023 (value, midmarket or premium), and understand which retailers are best placed to take advantage.

- Utilise our online forecasts to 2023 to consider how to exploit your online potential and decide which age groups to target via the channel.

Read More

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Ken Research
Ankur Gupta, Head Marketing & Communications


Table of Contents


Market drivers and inhibitors in underwear

Main issues in underwear:

Greater fashion influence provides growth opportunity for underwear retailers

Comfort and fit of primary importance

Overcoming online challenges vital as shoppers embrace the channel

Shoppers demand more choice in plus size underwear

Pressure on the midmarket as value and premium retailers set to make gains

Strategies for success



The sector at a glance

The sector in context

Overall sector size

Overall sector growth

Category growth in underwear

Category dynamics: women's underwear

Category growth in women's underwear

Category dynamics: men's underwear

Category growth in men's underwear

Spend per head

Spend per head-women's underwear

Spend per head-men's underwear

Online dynamics



Channels of distribution

Channel preference

Location preference

Market shares

Shopped retailers

Retailer profiles

Ann Summers



Boux Avenue

Marks & Spencer


Competitor dynamics



Who shops and where they are located

Which categories they buy

Which items they buy

Channels used by consumers

Reasons for online purchases

Frequency of shopping

What drives underwear purchases

Views on underwear purchasing

Gifting in underwear


What is included

Market sizing

List of Figures

What drives underwear purchases, by gender, 2018

Online shopping preference and preference for measuring services, by age, 2018

Percentage of plus size shoppers, by gender, who would spend more on underwear if there was more choice, 2018

Value, midmarket, premium split of UK underwear market, 2013, 2018e, 2023e

Underwear share of total adult (16+) clothing market, 2013, 2018e, 2023e

Underwear share of womenswear, 2013, 2018e, 2023e

Underwear share of menswear, 2013, 2018e, 2023e

Overall underwear: size of the market, 2013-2023e

Overall underwear: inflation & volume, 2013-2023e

Underwear sub-categories size & growth (underwear & nightwear), 2013, 2018e, 2023e

Women's underwear: size & growth rates, 2013-2023e

Women's underwear sub-categories size & growth (lingerie, hosiery, nightwear), 2013, 2018e, 2023e

Men's underwear: size & growth rates, 2013-2023e

Men's underwear sub-categories size & growth (daywear, nightwear), 2013, 2018e, 2023e

Underwear spend per head, 2018e-23e, and per age group, 2018

Women's underwear spend per head, 2018e-23e, and per age group, 2018

Men's underwear spend per head, 2018e-23e, and per age group, 2018

Underwear online market size & growth, 2013, 2018e, 2023e

Market shares of top 10 underwear retailers, 2017, 2018e

Market shares of top 10 women's underwear retailers, 2017, 2018e

Market shares of top 10 men's underwear retailers, 2017, 2018e

Top 20 most purchased from underwear retailers

Ann Summers: shopper dynamics, and where else they shop, 2018

Ann Summers: underwear market share, 2013-2018e

ASOS: shopper dynamics, and where else they shop, 2018

ASOS: underwear market share, 2013-2018e

Bravissimo: shopper dynamics, and where else they shop, 2018

Bravissimo: underwear market share, 2013-2018e

Boux Avenue: shopper dynamics, and where else they shop, 2018

Boux Avenue: underwear market share, 2013-2018e

Marks & Spencer: shopper dynamics, and where else they shop, 2018

Marks & Spencer: underwear market share, 2013-2018e

Primark: shopper dynamics, and where else they shop, 2018

Primark: underwear market share, 2013-2018e

Shopper penetration by demographic, 2018

Profile of underwear shoppers, by demographic and region, 2018

Purchase penetration at item level, by gender, 2018

Reasons for online channel usage, 2018

Frequency of underwear purchases by demographic, 2018

What drives underwear purchases, 2018

Proportion of underwear purchases: impulse vs necessity, by subcategory, 2018

Frequency of bra fitting service usage, 2018

Female clothing shoppers' cup size, 2018

Views on underwear purchases, 2018

Proportion of underwear shoppers who shopped for gifting reasons, by demographic, 2018

Most purchased gift item for underwear shoppers, 2018

List of Tables

Underwear spend by subcategory, 2018e and 2023e

Underwear channel split: 2018e, 2023e

Channel preference by demographic (clothing specialists, supermarkets, department stores, general merchandisers, underwear specialists, independents), 2018

Location preference by demographic (in-town shopping centre, smaller local high street, online, major city high street, out-of-town shopping centre, out-of-town retail park, outlet village), 2018

Market share prospects out to 2019 for the top 10 players

Five year market shares for Top 10 players, 2013-2018e

Top 10 most purchased from underwear retailers by gender, 2018

Top 5 most purchased from underwear retailers by age by gender, 2018

Retailer competitor overlap for Top 10 players, 2018

Purchase penetration at subcategory level (women's underwear, women's nightwear, women's hosiery, men's daywear, men's nightwear) by demographic, 2018

Profile of underwear subcategory shopper by demographic, 2018

Channel usage by demographic (instore, online, mail order), 2018

What drives underwear purchases, by demographic, 2018

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Ann Summers





Boux Avenue


Calvin Klein

Curvy Kate


Dora Larsen

Dorothy Perkins





House of Fraser

John Lewis

Marks & Spencer



New Look






Simply Be

Sports Direct


The London Sock Company

TK Maxx




Urban Outfitters

Victoria's Secret



Wolf & Whistle


Zara Home

Underwear, Lingerie, Nightwear, Bra, Bralette, Briefs, Knickers, Shapewear, Vests, Thermal underwear, Pyjamas, Onesie, Dressing gown, Tights, Stockings, Socks, Boxers, Marks & Spencer, M&S, Primark, Asda, Tesco

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Corporate User License
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