At a time of growing affluence and consumer confidence, the market for men’s underwear is undergoing considerable structural change. Low priced, good quality, stylish imports are seducing consumers who are attracted to the idea of owning more underwear but spending no more to obtain it. Consequently volume sales in the market are up while value receipts lanquish. The demand for the value products is being satisfied by the variety stores, supermarket chains, department stores and discounters. High street retailers who rely on sales of designer/manufacturer brands are suffering. Given the considerable competitive climate, new product development is a feature of the market and the range of styles and frequency of new launches is considerable.

About the market:

At a time of growing affluence and consumer confidence, the market for men’s underwear is undergoing considerable structural change. Low priced, good quality, stylish imports are seducing consumers who are attracted to the idea of owning more underwear but spending no more to obtain it. Consequently volume sales in the market are up while value receipts lanquish. The demand for the value products is being satisfied by the variety stores, supermarket chains, department stores and discounters. High street retailers who rely on sales of designer/manufacturer brands are suffering. Given the considerable competitive climate, new product development is a feature of the market and the range of styles and frequency of new launches is considerable.

Underpants make up 39% of the market by value. Between 2000 and 2005 volume sales were up 24% but the value of the market at current prices rose by only 1%. Nevertheless this sector has shown the best performance, built on new product development offering men an expanding array of pants in a variety of styles, fabrics and colours at value for money prices.