the men's underwear market
Portugal

MARKET OVERVIEW

1.1 Definition and scope of study

The underwear market is a sub-segment of the broader apparel market, and is distinguished into men's and women's underwear. Men's underwear covers several product categories, including :

  • Underwear;
  • Boxers;
  • Briefs and shorts.

Men's lingerie is mainly distributed in supermarkets and hypermarkets, in the form of lots, although online sales are also relevant. In addition to the global lingerie market, the men's lingerie segment is growing. The supply of men's underwear is expanding and men are spending more and more money on underwear.

Consumption habits also differ greatly by age, for example, older consumers are more likely to prefer briefs to boxers. Similarly, it is interesting to note that younger generations are more likely to take care of their appearance and have average budgets closer to those of women. Although comfort and practicality are the main buying factors, the "seduction" aspect is becoming more and more important to motivate the purchase of men's lingerie.

The segment is dynamic, proof that the leading women's lingerie brands are also expanding their offer to men and that new brands are entering the men's lingerie segment, often with a niche positioning.

Traditionally, Portuguese men were less interested in fashion and shopping than women. In the past, they only bought the minimum amount of clothing necessary. Today, mentalities are changing and men are more and more attentive to their appearance and the choice of their clothes (including underwear). Many Portuguese still buy items in supermarkets and hypermarkets. However, with an increasing number of men paying attention to their personal appearance, supermarkets and hypermarkets are losing ground as a distribution channel to clothing retailers and Internet retailing.

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