Summary

The men's underwear market in France has been affected by the COVID-19 crisis, with a significant drop in production in 2020. However, it is expected to recover, with a forecast growth rate of 4.6% in 2021. The market is divided into three main product categories: briefs, boxers and boxer shorts, with boxer shorts being the preferred choice.

trends, preferences and competition in the French men's underwear market

French production has seen a downward trend due to competition and the relocation of manufacturing abroad, but there is a resurgence of the "Made in France" segment, driven by high-end brands such as Le Slip Français, which capitalize on innovative designs and quality materials. The sector is also seeing the emergence of new players focusing on sustainability and ethical production. In terms of distribution, two dominant brands, DIM and Athena, lead supermarket sales.

The men's underwear market is resilient and set to resume growth after the COVID-19 crisis, with an average annual growth rate of 5.95% forecast by some studies. Despite the disruptive impact of the pandemic, the market is showing signs of sustained interest in high-quality, locally produced items, indicating a potential long-term trend rather than a passing fad. French exports of men's underwear are largely oriented towards European countries, with Spain being the leading importer.

Overall, the market is poised for robust recovery and growth as it adapts to new trends and consumer preferences following the pandemic. The men's underwear market in France has undergone significant change in recent years, driven by various factors such as demographics, consumer habits and the growing importance attached to aesthetics and comfort in product choice.

This market is mainly made up of three types of product: briefs, boxer shorts and boxer briefs, each catering for different consumer preferences. Consumption habits vary considerably according to age, with boxer briefs remaining the most sought-after item among young people, who are increasingly interested in their appearance and have budgets comparable to those of women for underwear. conversely, the older population shows a preference for briefs.

When choosing underwear, men prioritize comfort, followed by aesthetics, which has gained in importance over time. The French market has experienced substantial growth over the past fifty years, supported by high-end segments and brands that emphasize "Made in France" production. Brands like Le Slip Français have led the way in combining innovative designs, quality materials and an original brand image.

In terms of color preferences, black dominates the men's underwear palette, with more than two-thirds of men preferring it, followed notably by blue and gray. On the other hand, the perception of the beauty of men's underwear is divided: 51% of women consider men's underwear to be beautiful, versus 58% of men. This perception also changes with age, with younger people being more appreciative.

As far as purchasing habits are concerned, men, particularly students, spend a modest proportion of their clothing budget on underwear, with expenditure varying between 25 and 35 euros per year. However, with age, it is not uncommon for wives or partners to contribute more to the purchase of men's underwear.

An analysis of the French clothing industry suggests an evolution over the years, largely attributable to competitive production costs in countries such as China, Bangladesh and Vietnam. Nevertheless, we are witnessing a resurgence of "made in France" production, with high-end brands maintaining production in the country and capturing customers through online sales and differentiation strategies.The market is segmented between French manufacturing, which is limited but offers innovative, high-quality products, and foreign manufacturing, which is predominant and targets entry- and mid-range segments. The latter often offer through diversified sales channels such as department stores and online platforms.

In terms of distribution, certain brands have long dominated supermarket sales channels, with heavyweights such as Eminence and DIM retaining a significant share of the market.

A landscape shaped by tradition and innovation

The French men's underwear market is characterized by a unique mix of traditional players, innovative newcomers and well-established supermarket brands, all of which contribute to the sector's diverse landscape. Among these varied entities, certain names stand out, testifying to the strength and resilience of the market.

  • Le Slip Français: Establishing itself as a market leader thanks to its "Made in France" ethos, Le Slip Français has enjoyed remarkable growth since its inception in 2011. By focusing on quality and local production, it has reinvigorated the French textile industry and manages to maintain a high-level presence despite the concentrated nature of the segment.

  • Le Garçon Français: Another local brand, Garçon Français, competes directly with Le Slip Français. Founded by Vicky Caffet in 2012, it has established itself by focusing on local production and high-quality materials, concentrating its manufacturing operations around the city of Troyes, the historic center of the French hosiery industry.

  • The Eminence Group: A historic figure in the market, Eminence owns popular brands such as Athena and Eminence, and has a unique production structure. Although it has outsourced part of its production, it retains significant manufacturing capacity in France, notably as a subcontractor for other companies in the sector such as Le Slip Français.

  • DIM: Positioned as a key retailer, DIM has been supplying French men with comfortable, affordable underwear for many years. Owned by the American company Hanes, DIM has always been one of France's favorite underwear brands.

  • DIM and Athéna: Together, these two brands dominate supermarket sales, offering a wide range of men's underwear at affordable prices. Renowned for their comfort and simple design, they capture the preference of a significant share of the market thanks to wide distribution in major supermarket chains.

In short, the French men's underwear market is characterized by the coexistence of long-established brands that appeal to consumers looking for economical options, and luxury brands that have built their reputation on quality and domestic production. This complex interplay between tradition, modernity and national pride is behind the growth of the French men's underwear market.

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  • Number of pages : 30 pages
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  • Last update : 01/07/2021
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Summary and extracts

1 Market overview

1.1 Market overview and definition

Men's undergarments are all products designed to be worn by men and are of three types:

  • Briefs
  • Boxer shorts
  • Boxer shorts

In France, market players include suppliers of raw materials (cotton, polyester, modal, etc.), clothing manufacturers, specialized manufacturers, brands, distributors (supermarkets, stores, online sales), etc.

Over the past five years, the French market has been enjoying ideal growth momentum . Although the French market will be hit hard by the COVID-19 crisis in 2020, this trend is not expected to last, as growth of 4.6% is expected in 2021 following the downturn in 2020.

Consumption habits differ greatly according to age, with boxer shorts still the most popular item, but the older consumers are, the more they tend to prefer briefs to boxers. It is also interesting to note that younger generations of men are more inclined to take care of their appearance, and have average budgets closer to those of women. Purchases are initially motivated by comfort, then by aesthetics, which are becoming increasingly important.

Over the past 5 years, the market has been driven by a high-end segment made in France. The success of brands such as Le Slip Français is a good example. These players have been able to draw on innovative designs, an original image and quality materials to generate significant growth in sales volumes.

1.2 A dynamic global market

In the second half of the ****s, the global men's underwear market experienced similar trends to the more global underwear market (***).

It declined between **** and **** ; Before experiencing sustained growth between **** and ****, rising from $***.* to $***.* billion ; This market then stagnated in **** at around $*** billion.

A similar trend can be observed in men's ...

1.3 The French market

Underwear production in France

French companies manufacturing men's underwear are registered with INSEE under the code

NAF **.**Z manufacture of men's, women's and children's underwear and nightwear from woven fabrics, knitted fabrics, lace, etc. :

INSEE records the sales of these companies. This does not specifically represent the men's underwear market, but ...

1.4 Imports and exports of men's underwear

Balance of trade France, ****, in $M Source: ****

France is a major importer of men's underwear. The main countries of origin are detailed in the graph below. However, there will be a rather sharp drop in the sector's activity between **** and ****, accompanied by a slight rebalancing of the French trade balance.

Main ...

1.5 Impact of Covid-19

The Covid-** crisis has had a major impact on the clothing market, as can be seen from the chart below, which describes the sales trends of companies operating under this code:

**.**Z: Retail sale of clothing in specialized stores.

The analysis therefore goes beyond the scope of this study, but ...

2 Demand analysis

2.1 Different types of underwear for different customer profiles

In the men's underwear range, three main products stand out: boxers, briefs and boxer briefs. These three categories are sufficient to meet the demand for men's underwear. The briefs barometer is a survey conducted by BVA in ****, it helps to understand which of these three products is most popular with ...

2.2 Preferred colors and the notion of aesthetics

A Harris Interactive study conducted for Tena Men in **** reveals the French's favorite underwear colors:

What are the dominant colors of your underwear? France, ****, in Source: ****

Black is therefore an extremely dominant color in the men's underwear range, with more than two-thirds of men surveyed preferring it. It is followed by ...

2.3 Buying habits

According to a study carried out by the Union nationale des étudiants de France, male students spend around ** euros a year on underwear, or around *.*% of their total clothing budget. As the graph shows, male students spend much less on underwear and clothing in general than female students.

Average annual amount ...

2.4 Made in France: a fad or a lasting trend?

In recent years, new players have entered the market, producing their underwear locally. Nevertheless, it's important to be cautious about these newcomers. While the market leader, Le Slip Français, is showing solid growth, it is nevertheless one of the few to have such a large presence. This French-made offer is ...

3 Market structure

3.1 The clothing industry in France

History and development

Underwear production in France has followed the evolution of the textile industry. There are two distinct phases in the history of French underwear production:

From **** to ****

Firstly, a sharp drop in production, with a volume index divided by more than **, from *,*** in **** to almost *** in ****, according toInsee. This ...

3.2 Simple market segmentation

The market can be segmented as follows.

The diagram distinguishes between French and foreign production:

Foreign manufacturing

This is the most common method. It is used by entry-level and mid-range brands and by private labels. In France, players diversifying the underwear market offer, whether in supermarkets or online, buy underwear manufactured ...

3.3 Distribution of players in the region

The breakdown of companies registered under NAF code **.**Z (***) is shown on the map and table below

Bourgogne Franche-Comté, Île-de-France and Auvergne Rhône Alpes together account for **.*% of French production sites.

3.4 Two brands dominate supermarket sales

Distribution via supermarkets has been cannibalized by the same two brands for many years, which are the best-known brands in France.

Underwear brands France, ****, in thousands Source: ****

Both players are owned by investment funds. Eminence, which had been held by investment funds LBO France and LFPI since ****, was acquired by Israeli ...

4 Offer analysis

4.1 Offer typology

The range of men's underwear is wide and varied, and can be segmented in terms of use and purchasing criteria:

Choice of model and size Choice in terms of style: leading underwear brands combine practicality with fashion trends Choice in terms of comfort, depending on the material used Choice of range: ...

4.2 Products and prices

The range can therefore be divided into * segments:

The entry/mid-range segment : affordable and comfortable

This underwear offer is very often the subject of promotions, so that the real price is more closely approximated if we take into account the discounts offered by distributors. These include the major supermarket brands (***), as ...

4.3 New supply trends

Innovative offers

Julipet offers a compromise between classic boxer shorts and briefs with the J-Boxer, which guarantees maximum freedom of movement thanks to the presence of a very light brief inserted in the front part of a pure cotton canvas boxer short.

Sports offers

*UNDR , SAXX Underwear Co and MyPackage ...

5 Regulations

5.1 Market regulations

The regulations governing the men's underwear market are those that apply more generally to the marketing of ready-to-wear clothing. Thus, all products available for sale must first comply with the ERA tic-tac (***)

Labeling standards

According to the Ministry of Economic Development , the textile and clothing sector is governed by European regulation ...

5.2 Details of UN COMTRADE codes

Details of the codes used to compile the trade balance for the study, based on the UN Comtrade database, are as follows

****** Men's or boys' cotton knitted briefs or boxer shorts ****** Men's or boys' underpants and briefs, knitted or crocheted, of man-made fibres ****** Men's or boys' underpants and briefs, of ...

List of charts

  • Size of the global men's underwear market
  • Breakdown of underwear worn by men
  • What are the dominant colors of your underwear?
  • Do you think the French wear nice underwear?
  • Who buys your underwear most often?
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Latest news

Oniverse (formerly Calzedonia), revenues at 3.1 billion, strong push on foreign retail - 29/02/2024
  • Total revenues: 3.1 billion euros.
  • Revenue increase from 2022: +2% at current exchange rates.
  • Share of foreign sales: 62% of total.
  • Number of stores at year-end: 5,644.
    • New openings during the year: 314 stores (+6%).
    • Number of stores in Italy: 1,912.
    • Number of stores abroad: 3,732.
  • Countries with most new openings: the United States, France, Spain and Brazil.
  • Total investment: 563 million euros (openings, technology, logistics, ESG).
  • Future initiatives for 2024: development of Intimissimi Uomo and redevelopment of existing Calzedonia, Intimissimi and Tezenis stores.
Oniverse (formerly Calzedonia) invests in omnichannelity: Digital Hub It kicks off in Naples - 31/01/2024
  • **Oniverse Goal**: Respond faster to the needs of dynamic and ever-changing markets by ensuring scalability and reliability of omnichannel platforms.
  • **Launch Digital Hub IT**: Starting in March this year, dedicated to the development and management of technologies related to the Salesforce world and beyond, located in the Maritime Station in Naples.
  • **Induction program for new resources**: Training path supported by experts from the Federico II University of Naples and K2 Partnering Solutions to deepen knowledge about Salesforce in the first three months.
  • **Contribution of new resources**: Upon completion of the training, they will contribute to the development of Oniverse's omnichannel roadmap.
  • **Organized visits**: At headquarters in Verona and other national and international specialization hubs.
  • **Oniverse brands**: Calzedonia, Intimissimi, Intimissimi Uomo, Tezenis, Falconeri, Signorvino, Atelier Emé, Antonio Marras, Cantiere del Pardo, Grand Soleil Yachts, Pardo Yachts, and Van Dutch Yachts.
Host and Primark: The nightmare continues for H&M, overtaken by Shein - 15/12/2023
  • H&M posted annual sales up 6% to 21 billion euros
  • Spanish brand Zara saw an 11% increase in sales for the first nine months of the year, representing 25.6 billion euros and a profit in excess of 4 billion euros.
  • British brand Primark achieved sales in excess of 23 billion euros at the end of its September trading year.
  • Chinese online retailer Shein is targeting sales of €40 billion this year, while its rival Temu is aiming for €33 billion.
  • H&M reduced the number of its stores and cut 1,500 jobs last year as part of a rescue plan.
Le Slip Français, the daring bet of made in France - 09/11/2023
  • Le Slip Français was founded 12 years ago.
  • Le Slip Français has sales of 20 million euros.
  • On the French market, 3% of garments are made in France.
  • Le Slip Français achieves 40% of its sales during the Christmas period.
  • The company supports 300 jobs, 85 of them directly.
Uniqlo dominates the basic clothing market - 30/10/2023
  • Uniqlo, the leading brand of the Japanese Fast Retailing group, reported a 20% year-on-year increase in worldwide sales to 2,766 billion yen (17.5 billion euros).
  • Group operating profit rose by 28% to 381 billion yen (2.4 billion euros).
  • Company founder Tadashi Yanai forecasts a tripling of Fast Retailing sales over the next decade
  • In China, Uniqlo's sales rose by 15% and its profit by a quarter.
  • More than half of Uniqlo's sales take place abroad.
  • Tadashi Yanai predicts the end of "unnecessary luxuries", suggesting an opportunity for more basic, utilitarian products like those offered by Uniqlo.
Fashion: Uniqlo celebrates the end of superfluous luxury - 13/10/2023
  • Fast Retailing saw its sales increase by 20% to 2,766 billion yen (17.5 billion euros).
  • Fast Retailing saw its sales in China increase by 15% and profits by 25%.
  • Uniqlo's overseas sales are now greater than those generated in Japan.
  • Fast Retailing plans to open a further 110 Uniqlo stores in the fiscal year starting in September, reaching a total of 1,744 by summer 2024.
  • In Japan, the group will maintain the number of outlets at 800.
  • Fast Retailing sales are expected to exceed 3,000 billion yen.

Companies quoted in this study

This study contains a complete overview of the companies in the market, with the latest figures and news for each company. :

DIM Brands international
HOM Innovations
Eminence
Le slip Français
Calzedonia Oniverse
Dagobear
Arthur
Calvin klein
H&M Groupe
Eden Park
Lacoste Groupe
Diesel

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