Underwear keeps the shapes
French women are European champions of lingerie spending! This is what emerges from a study by KantarWorldpanel at the start of the year for the International Salon of Lingerie. They spend an average of €97.4/year, compared to €79 for the European average. The number of items sold in hypermarkets amounted to 64 million in 2011 (adornment, slip only and bra only), representing growth of 0.3%. On the value side, the lingerie market recorded a turnover of €460.8 million in 2011, a very slight increase of +0.1%. “The hypermarket and supermarket circuit is resisting the crisis better than the specialists”, notes Anne Cohen, marketing director of the Triumph group.
Panties and support in the spotlight
The women's underwear market is dominated by sets, which take a 61.9% market share in value. However, this segment is suffering, since it notes a decrease in value of 0.7%. The real momentum comes from briefs alone (19.6% value market share) and support (item sculpting the body), which grow by 3.8% and 1.2% respectively. In the underpants segment, traditional underpants remain the best-selling item (74% of sales), while thongs and boxers are decreasing. Moreover, the trend is confirmed by the KantarWorldpanel study, which notes a penetration rate of 33% for shorties and 25% for thongs.
Men now more flirtatious
Author Whitney English Shares How to Get Your Kids to Eat More Veggies https://t.co/nx4Sa6ZQ0D
— WNCI 97.9 Thu May 20 17:55:22 +0000 2021
But women aren't the only ones who want fuller shapes and flat stomachs. “Men are dieting more and more. They use beauty products, have cosmetic surgery and wax. And their coquetry does not stop there. This is why we are launching Homme Sculpture at Sloggi this year”, continues Anne Cohen, marketing director of the Triumph group. It is a boxer and a high-waisted men's brief that slims the waist.
An offer that should support the growth of the men's underwear market. This is already showing as dynamic (+ 3.1% in value and + 0.9% in volume) compared to women's underwear (+ 0.1% in value and + 0.3% in volume )
GARMENTS ARE FULL BOX 2011 market share of women's underwear categories in value, in %, evolution vs 2010Source: GfK Hypermarché
With nearly 62% market share, sets clearly dominate the women's underwear market. But it is the brief alone that records the most beautiful growth.
