The men's underwear market - France

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.