Nightwear - UK - August 2010
Report description
What we have found out:
* The overall nightwear market grew steadily, rising by 9.2% over the last five years to reach £476 million in 2010, fuelled by growth in the women’s sleepwear sector.
* While Marks & Spencer remains the most popular nightwear retailer for both men and women, both value retailers and supermarkets are increasing their share of the market as more than one in ten consumers (13%) wears inexpensive bed attire.
* More than eight in ten adults (83%), equivalent to 42.6 million people, wear some form of nightwear to bed, with pyjamas continuing to be the most popular choice.
* Most people need their bodies to be at a comfortable temperature in order to fall asleep, with four in ten people (39%) wanting to sleep in attire that keeps them cool and fresh, while more than three in ten (31%) prefer something warm and snug.
* Only one in ten consumers buys nightwear on impulse, while nearly half of adults (48%) only buy new sleepwear to replace old items. The challenge for manufacturers is to create new forms of engagement to encourage shoppers to purchase nightwear more frequently.
* A number of nightwear manufacturers in overseas markets have spotted the potential to target consumers’ temperature-related concerns by implementing intelligent fibres into their designs that regulate body temperature and help to reduce pain.
* A third of people, equivalent to 17 million adults, look for nightwear that is suitable for wearing around the house. Loungewear is one of the main growth markets within nightwear and many retailers have spotted this potential and are planning to launch dedicated loungewear ranges this autumn.
Table of contents
Key themes
Definitions
Abbreviations
Market in Brief
Nightwear grows steadily
Most adults sleep in something
M&S dominates nightwear
Value retailers and supermarkets grab a share
Pyjamas are top choice
Temperature and season are key
Demand for loungewear rises
Feeling natural at night
Many opt for cheap nightwear
Replacement motivates new purchases
Nightwear is not just for Xmas
Holidays get people in the mood
Three main target groups
The future
Internal Market Environment
Key points
People spend more time at home
Figure 1: Consumer spending selected sectors, 2009
Weather impacts nightwear choice
Figure 2: Mean annual temperature, summer and winter temperatures and summer sunshine hours, 2000-09
Holidays motivate nightwear purchases
Figure 3: Holiday or short break in the last 12 months, 2005-09
Figure 4: Type of holiday taken for last holiday, 2005-09
Desire to look attractive
Comfort is more important than style
People spend less when shopping
Premium nightwear market
Figure 5: Agreement with selected lifestyle statements, 2005-09
Broader Market Environment
Key points
Young and old to boost market
Figure 6: Trends in the age structure of the UK population, by gender, 2005-15
Figure 7: Trends and projections in the UK population (‘000s), by age group, 2005-15
Figure 8: UK population, by lifestage, 2005-15
Socio-economic changes
Figure 9: UK population, by socio-economic group, 2005-15
PDI and consumer spending
Figure 10: Trends in personal disposable income and consumer expenditure, at constant 2010 prices, 2005-15
Strengths and Weaknesses in the Market
Strengths
Weaknesses
Market Size and Forecast
Key points
Nightwear market grows steadily
Figure 11: UK retail sales of nightwear, at current and constant 2010 prices, 2005-15
Women drive growth
Figure 12: UK retail sales of women’s nightwear, at current and constant 2010 prices, 2005-15
Men buy less nightwear
Figure 13: UK retail sales of men’s nightwear, at current and constant 2010 prices, 2005-15
The future
Figure 14: Forecast of retail sales of nightwear at current prices, 2005-15
Figure 15: Forecast of nightwear at current and constant 2010 prices, 2010-15
Figure 16: Forecast retail sales of women’s nightwear at current prices, 2005-15
Figure 17: Forecast of women’s nightwear at current and constant 2010 prices, 2010-15
Figure 18: Forecast retail sales of men’s nightwear at current prices, 2005-15
Figure 19: Forecast of men’s nightwear at current and constant 2010 prices, 2010-15
Factors used in the forecast
Competitive Context
Key points
Nightwear compared to underwear and outerwear
Figure 20: Retail sales of men and women’s nightwear, underwear and outerwear, 2005-10
Market Share
Key points
Figure 21: Brand shares in the UK retail nightwear market, by value, 2007 and 2009
Companies and Products
Bhs
Cyberjammies
Debenhams
La Senza
Marks & Spencer
Next Plc
Primark
Consumer – Style of Clothes Worn to Bed
Key points
Figure 22: Type of clothes worn to bed, May 2010
Pyjamas are top choice
Nightdresses liked by older women
T-shirts worn by young men
Underwear transforms into nightwear
Other forms of nightwear
Those who wear nothing
Consumer – Reasons for Purchasing Nightwear
Key points
Figure 25: Reasons to purchase nightwear, May 2010
Replacement motivates new purchases
Women buy discounted nightwear
Few buy on impulse
Nightwear is not just for Xmas
Holidays get people in the mood
Seasonal nightwear
Consumer – Where Nightwear is Bought
Key points
Figure 26: Retailers where nightwear is bought, May 2010
Most buy from one shop
Figure 27: Repertoire of shops where nightwear is bought, May 2010
M&S stands out
Value retailers
Supermarkets attract new shoppers
La Senza draws a young crowd
Department stores
Next
Bhs
Mail order and online
Appendix – Internal Market Environment
Figure 29: Agreement with selected lifestyle statements, by demographics, 2009
Appendix – Style of Clothes Worn to Bed
Figure 30: Most popular styles of clothes worn to bed, by demographics, May 2010
Figure 31: Next most popular styles of clothes worn to bed, by demographics, May 2010
Figure 32: Wear nightdress to bed, by demographics, May 2010
Figure 33: Statements on styles of clothes worn to bed, by styles of clothes worn to bed, May 2010
Figure 34: Occasion/reason for which nightwear bought for self, by styles of clothes worn to bed, May 2010
Figure 35: Shops nightwear bought from, by styles of clothes worn to bed, May 2010
Appendix – Reasons for Purchasing Nightwear
Figure 38: Most popular occasion/reason for which nightwear bought for self, by demographics, May 2010
Figure 39: Next most popular occasion/reason for which nightwear bought for self, by demographics, May 2010
Figure 40: Shops nightwear bought from, by most popular occasion/reason for which nightwear bought for self, May 2010
Figure 41: Shops nightwear bought from, by next most popular occasion/reason for which nightwear bought for self, May 2010
Appendix – Where Nightwear is Bought
Figure 42: Most popular shops nightwear bought from, by demographics, May 2010
Figure 43: Next most popular shops nightwear bought from, by demographics, May 2010
Figure 44: Repertoire of shops nightwear bought from, by demographics, May 2010
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