Love Luna (Melas) period pants
According to a report just published by Mintel, underwear sales have bounced back since COVID-19 lows.
While sales of underwear are still below pre-pandemic levels (with the market valued at £3.06 billion in 2019), the market increased 8% between 2020-21 to reach an estimated £2.84 billion.
Over four in ten (42%) consumers say a change in size is one of the main reasons that prompts underwear shopping, rising to almost half (48%) of women. This comes as almost a quarter of women (23%) look for retailers/brands they buy underwear from to have more stylish options in bigger sizes.
Tamara Sender, Senior Consumer analyst at Minted commented: “The lifting of number limits on large events and ease in travel restrictions will have encouraged many Brits to discard worn-out and ill-fitting underwear prompting a surge in shopping.
“What’s more, our research shows that a change in a person’s size is a big driver of underwear purchasing. Obesity rates were already high prior to the pandemic and these are likely to have risen due to increasing time spent at home during the lockdowns. While many mainstream retailers have increased their larger sized underwear offering, there is an appetite for them to offer more daring styles in bigger sizes.”
Period Pants on the Up!
The report also highlights the rise in demand for period pants with a fifth of British women purchasing them.
From preventing embarrassing leaks to saving the plant, period pants are turning into the underwear saviour for Britain’s savvy women, as latest research from Mintel reveals around one fifth (19%) of women have purchased period underwear** in the last year.
The potential popularity of this eco-friendly underwear is confirmed by the fact that, a third (33%) of women are interested in purchasing period underwear in the future, rising to almost half (48%) of Younger Millennial females (aged 25-31). highlighting the significant market potential these pants offer.
Report Key Findings
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44% of consumers* say they recycled unwanted underwear and nightwear in the past year.
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Underwear sales bounce back from COVID-19 lows to reach an estimated £2.84 billion in 2021.
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A quarter of women would like underwear retailers and brands to offer more stylish options in bigger sizes.
Underlines will present a detailed report online next week.
*Consumers who have purchased underwear and nightwear for themselves in the past 12 months ending August 2021.
