Abstract
The overall men' s underwear market has been challenging over the last five years. Between 2003 and 2007, there was a 15.6% increase in the number of units sold across underpants, vests and socks, but a 4.6% decline in value sales - to reach £679 million. Consumers have bought a lot more for less money, due to deflation and a very competitive market. However, there was some upturn in 2007 from 2006.
The total picture also masks a polarisation in the market performance between underpants (positive value growth, especially in the last year), vests (stable) and socks (decline in value sales). Going forward, the challenge is to build on the increasing interest in fashionable quality underpants and to look to revive socks more into wants and not just needs.
High-profile marketing and advertising can help: the men' s underwear market shot into the spotlight at the end of 2007 with the David Beckham advertising images for Giorgio Armani. Sales of this brand, and of quality/premium underwear generally, were reported to have enjoyed a pre-Christmas boom as a result.
Retailers' own-brands dominate the men' s underwear sector and have further increased market share. However, there has also been growth in the premium/designer sector. The middle market has been more challenged, especially for less differentiated brands, and a key factor here has been the increased competition from Primark.
Main themes of the report:
- High-profile advertising and marketing using celebrities drives sales of men' s underwear. But investment in such activity is limited: more brands and retailers need to boost their spend and therefore, visibility and awareness. Intangible confidence-boosting attributes are brand standouts.
- Men are driven more by comfort than style, and so quality and the tangible benefits of the products are increasingly important. This should help drive the middle and premium brands.
- Men are increasingly into keeping fit and doing sport. They are also more fashion-conscious and brand-aware. The two can go hand-in-hand to drive underwear sales of brands that marry attractive design/fashionability with quality/comfort.
- Socks have become too much of a commodity basics product, but there are signs of a recovery as more premium and designer brands enter the market with more interesting designs. There is the potential to jump on the ' style statement' bandwagon to drive stronger sales.
Table of Contents
- Issues in the Market
- Main themes
- Definition
- Abbreviations
- Market in Brief
- Challenging market, but showing a return to growth
- Who' s winning?
- Fashion and fabrics are key drivers
- Who isn' t buying?
- Marketing and celebrities
- Socks have potential
- Future prospects
- Internal Market Environment
- Key points
- Men' s attitudes towards appearance
- Figure 1: Men' s attitudes towards personal appearance, 2003-07
- Figure 2: Men' s attitudes towards personal appearance, 2007
- Men' s expenditure on underwear and socks
- Figure 3: Men' s expenditure on underwear and socks, 2007
- Fashion trends
- Growth of online
- Celebrities
- ' Green' fabrics
- Sourcing
- Broader Market Environment
- Key points
- Personal disposable income, consumer expenditure and saving
- Figure 4: PDI and consumer expenditure, at current and constant 2003 prices, 2003-13
- Employment
- Figure 5: Workforce and employment, UK, 2002-12
- Population
- Figure 6: Male population, by age group, UK, 2003-12
- Socio-economic changes
- Figure 7: Population numbers and percentage change, by socio-economic group, 2002-12
- Competitive Context
- Key points
- Overview
- Figure 8: Men' s competitive context: toiletries, accessories and underwear, 2003-07
- Men' s toiletries
- Men' s ties and accessories
- Strengths and Weaknesses in the Market
- Strengths
- Weaknesses
- Market Value and Forecast
- Key points
- Volume growth outstrips value
- Figure 9: UK retail sales of men' s underwear and socks, 2003-08
- Sign of a more positive trend?
- Forecast
- Figure 10: Forecast of UK retail sales of men' s underpants, by value and volume, 2008-13, at current and constant 2008 prices
- Average price will fall at slower rate
- Figure 11: Forecast of UK retail sales of men' s underpants, by segments, 2008-13, at current prices
- Figure 12: Forecast of UK retail sales of men' s underpants, by segments, 2008-13, at current 2008 prices
- Factors used in the forecast
- Market Share
- Key points
- Figure 13: Brand shares, men' s underwear market, UK, by value, 2005 and 2007
- The future
- Segment Performance
- Key points
- Men' s underwear sales overview
- Figure 14: UK retail sales of men' s underwear, by product, 2003-07
- Men' s underpants
- Figure 15: UK retail sales of men' s underpants, by value and volume, 2003-08
- Trunks are winners
- Figure 16: UK retail value sales of mens underpants, by basic style, 2003-07
- Men' s vests
- Figure 17: UK retail sales of men' s vests/T-shirts, 2003-08
- Men' s socks
- Figure 18: UK retail sales of men' s socks, 2003-08
- Companies and Products
- Key points
- Specialists
- Jockey
- Figure 19: The Jockey UK Company Ltd sales data, 2003-06
- HJ Hall (HJ Sock Group Ltd)
- Figure 20: H J Sock Group Ltd sales, 2004-07
- Pantherella
- Figure 21: Pantherella Ltd sales, 2004-07
- Samuel Eden
- Sara Lee Courtaulds/PD Enterprise
- Sloggi and Hom
- Sunspel
- Wolsey
- Figure 22: Wolsey Ltd sales, 2004-07
- Designer brands
- Calvin Klein
- Giorgio Armani
- Dolce & Gabbana
- Paul Smith
- Other brands
- Retailer own-labels
- Marks & Spencer
- Primark
- Debenhams
- Bhs
- Next
- H&M
- Matalan
- Topman
- John Lewis
- George at Asda
- Tesco
- Other retailer own-brands
- Brand Communication and Promotion
- Key points
- Figure 23: Men' s underwear, advertising expenditure by selected brands, 2003-07
- Channels to Market
- Key points
- Underwear
- Variety stores under pressure
- Clothing multiples and department stores helped by differentiation
- Value retailers
- Independents holding their own, but Internet increases
- Figure 24: Estimated UK distribution of men' s underpants and vests, by type of outlet, 2003-07
- Socks
- Variety stores more promotional
- Clothing multiples challenged
- Primark boosts value retailers
- Supermarkets slowing
- Independents and sports retailers declining
- Figure 25: Distribution of men' s socks, UK, by type of outlet, 2003-07
- The Consumer -- What Underwear They Wear
- Key findings:
- Boxers are tops
- Figure 26: Type of underwear men wear, December 2007
- Demographic split between boxers and briefs
- The age difference
- The class difference
- Y-fronts still to make an impact on youth market
- Figure 27: Type of underwear men wear, by age and socio-economic group, December 2007
- Appendix: The Consumer -- What Underwear They Wear
- Figure 33: Type of underwear men wear, by Mintel' s Special Groups, region, ACORN categories, technology users, Internet usage, daily newspapers, commercial TV viewing and supermarket used, December 2007
- Figure 34: Attitudes towards men' s underwear, by type of underwear, December 2007
