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SUMMARY
Abstract
This report offers in-depth discussion of the following topics:
- How product innovation in styles, colors and materials has worked to keep the market fresh for younger consumers- especially since this segment is more likely to buy, and buys more).
- How the growth of premium men's apparel in general has impacted the types of underwear offerings on the market.
- How the availability of low-cost foreign imports has kept consumer prices low and has impacted how U.S. companies are run.
- The significant role age plays in the market, with younger men being more willing to experiment (behavior that starts in their teens, according to Mintel's consumer research); and older men being more set in their style preferences and motivated largely by comfort.
- Why women play a key role in the men's underwear market, not just as a motivation behind purchases, but as purchasers in their own right.
- The direction in which the men's underwear market is heading.
Estimated at $4.5 billion in 2006, the men's underwear market registered just 2% growth at constant prices over the review period (2001-06). Consisting of men's briefs, boxers, boxer-briefs, thermal underwear and T-shirts, purchases are largely driven by necessity (as opposed to the luxury that frequently characterizes the women's underwear market). Although some consumers have gravitated toward more expensive performance items in the men's market, a widening array of choices at any price point has made it more difficult for manufacturers to convince the average consumer to spend more.
TABLE OF CONTENTS
Table of Contents
- Scope and Themes
- What you need to know
- Definition
- Abbreviations and terms
- Abbreviations
- Terms
- Executive Summary
- Little real term growth
- The men's underwear consumer
- Older consumers form stable base, but future of market is in youth
- Younger respondents more likely to buy and more likely to buy more
- Notable differences in purchase by race/ethnicity
- Younger and older consumers look for different things in underwear
- Underwear goes upscale
- Women help drive the market
- Foreign trade matters figure prominently in men's underwear
- The future
- Market Drivers
- Demographic shifts
- Young male population grows, increases sales
- Figure 1: Adult male population, by age, 2001-11
- Minority populations grow
- Figure 2: Population, by race and Hispanic origin, 2001-11
- Figure 3: Age distribution of the population, by race/ethnicity, 2006
- Blacks
- Hispanics
- "Premiumization" seen in the overall men's clothing market
- Underwear gets an upgrade
- Retailer consolidation means greater competition
- Increased price competition
- Women are active market participants
- Figure 4: Enjoyment of clothes shopping, by gender, May 2004-May 2005
- Market Size and Trends
- Market size
- Figure 5: Retail sales of men's underwear, at current and constant
prices, 2001-06
- Figure 6: Graph: Retail sales of men's underwear, at current and
constant prices, 2001-06
- Market Segmentation
- Overview
- Figure 7: Sales of men's underwear, by garment type, 2004 and 2006
- Figure 8: Graph: Sales of men's underwear, by garment type, 2004 and 2006
- Undershirts
- Figure 9: Sales of men's undershirts, at current and constant prices,
2001-06
- Figure 10: Under Armour ad featuring young, tough black athletes
- Briefs
- Figure 11: Sales of men's briefs, at current and constant prices, 2001-06
- Boxers
- Figure 12: Sales of men's boxers, at current and constant prices, 2001-06
- Boxer-briefs
- Figure 13: Sales of men's boxer-briefs, at current and constant prices,
2001-06
- Thermal
- Figure 14: Sales of men's thermal underwear, at current and constant
prices, 2001-06
- Supply Structure
- Foreign trade
- Overview
- Imports
- Figure 15: Total U.S. imports of men's underwear*, by country/region,
2004 and 2006
- Exports
- Figure 16: Total U.S. exports of men's underwear*, by country/region,
2004 and 2006
- Selected company and brand profiles
- Fruit of the Loom
- Hanesbrands Inc
- Jockey International
- Joe Boxer
- Calvin Klein/Warnaco
- Smaller/growing brands
- Advertising and Promotion
- Newcomers go directly to the consumer
- Company and brand activity
- Hanesbrands
- Figure 17: Hanes ad featuring the ComfortSoft Waistband
- Fruit of the Loom
- Figure 18: Fruit of the Loom ad featuring "Blues Collection"
- Jockey
- Calvin Klein
- Retail Distribution
- Introduction
- Figure 19: Retail sales of men's underwear, by channel, 2006
- Figure 20: Where men's underwear is bought, October 2006
- Figure 21: Average price of men's underwear, by channel, 2004
- Mass merchandisers
- Specialty/apparel stores
- Department stores
- Consolidation impacts number of channels selling men's underwear
- National discount chains
- The Consumer
- Introduction and Summary
- Introduction
- Summary
- Men's underwear
- Incidence of purchasing men's underwear
- Figure 22: Men's incidence of buying men's underwear in last 12 months,
October 2006
- Figure 23: Men's incidence of buying men's underwear in last 12 months,
by age, October 2006
- Frequency of buying men's underwear
- Figure 24: Frequency of buying men's underwear, mean summary, October
2006
- Quantity bought
- Figure 25: Mean number of men's underwear purchased, by type, by age,
October 2006
- Figure 26: Mean number of men's underwear purchased, by type, by
race/ethnicity, October 2006
- Brands purchased
- Figure 27: Men's underwear brands purchased in past 12 months, October
2006
- Figure 28: Men's underwear brands purchased in past 12 months, by age,
October 2006
- Figure 29: Men's underwear brands purchased in past 12 months, by
race/ethnicity, October 2006
- Where men's underwear are purchased
- Figure 30: Where men's underwear is bought, October 2006
- Figure 31: Where men's underwear is bought, by age, October 2006
- Reasons for buying men's underwear
- Figure 32: Reasons for purchasing men's underwear, October 2006
- Figure 33: Reasons for purchasing men's underwear, by race/ethnicity,
October 2006
- Attitudes towards buying men's underwear
- Figure 34: Attitudes towards buying men's underwear, agree summary,
October 2006
- Figure 35: Attitudes towards buying men's underwear, agree summary, by
age, October 2006
- Figure 36: Attitudes towards buying men's underwear, agree summary, by
race/ethnicity, October 2006
- Teens and underwear
- Incidence of purchase
- Figure 37: Teens' incidence of buying men's underwear in last 12 months,
October 2006
- Number of underwear purchased
- Figure 38: Number of pairs of underwear bought by/for teens, by type,
October 2006
- Reasons for purchase
- Figure 39: Teens' reasons for buying men's underwear, October 2006
- Where underwear are bought
- Figure 40: Where teens bought underwear, October 2006
- Brands of underwear purchased
- Figure 41: Brands of men's underwear bought by teens, October 2006
- Teens' attitudes towards buying underwear
- Figure 42: Teens' attitudes towards buying men's underwear, agree
summary, October 2006
- Women's purchase of men's underwear
- Incidence of buying men's underwear
- Figure 43: Women's incidence of buying men's underwear in last 12
months, by age, October 2006
- Reasons for buying men's underwear
- Figure 44: Women's reasons for buying men's underwear, by age, October
2006
- Future and Forecast
- Future trends
- Product innovation drives prices higher
- New hope for briefs
- Regulation
- Market forecast
- Men's underwear
- Figure 45: Forecast of total U.S. sales of men's underwear, at current
and constant prices, 2006-11
- Figure 46: Forecast of total U.S. sales of men's underwear, at current
and constant prices, 2006-11
- Men's undershirts
- Figure 47: Forecast of U.S. sales of men's undershirts, at current and
constant prices, 2006-11
- Men's briefs
- Figure 48: Forecast of U.S. sales of men's briefs, at current and
constant prices, 2006-11
- Men's boxers
- Figure 49: Forecast of U.S. sales of men's boxers, at current and
constant prices, 2006-11
- Men's boxer-briefs
- Figure 50: Forecast of U.S. sales of men's boxer-briefs, at current and
constant prices, 2006-11
- Men's thermal underwear
- Figure 51: Forecast of U.S. sales of men's thermal underwear, at current
and constant prices, 2006-11
- Forecast Factors
- Appendix: Trade Associations
- Appendix: Additional Consumer Tables
- Figure 52: Brands of men's underwear purchased, October 2006
- Figure 53: Brands of men's underwear bought by teens, October 2006
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