The men's underwear market - Portugal

The men's underwear market, which sits within the broader apparel industry, is experiencing growth with an increasing emphasis on comfort, practicality, and a rising element of seduction in purchase motivation. While typically distributed in supermarkets and hypermarkets, online sales have gained relevance. Though no specific numerical data was provided, it is noted that men are spending more on underwear and are becoming more fashion-conscious, mirroring the buying patterns of younger consumers and converging with women's spending on similar products. Leading lingerie brands are responding by expanding their offerings to men, and new niche brands are emerging in the market. There is a trend shift in Portugal, where traditionally fashion-indifferent men are now placing greater importance on personal appearance, influencing a move away from purchasing at supermarkets and hypermarkets towards specialized clothing retailers and internet platforms starting from the year 2020.

Trends in the Men's Underwear Market in Portugal: Evolving Consumer Preferences and Retail Shifts

In Portugal, the men's underwear market is a growing segment within the broader clothing industry, reflecting a shift in attitudes towards personal appearance and fashion among men. Traditionally viewed as functional and basic, men's undergarments like underwear, boxers, and briefs are now being chosen with greater care, with aesthetic appeal starting to play a more significant role in purchasing decisions. This market has been primarily served by supermarkets and hypermarkets offering multi-pack options, providing convenience and value for money. However, recent consumer behavior indicates a change in purchasing patterns. There is a clear trend towards an increased interest in fashion and personal grooming among Portuguese men, aligning with global tendencies. As a result, the demographics of the market are worth noting. While older consumers typically show a preference for briefs, younger generations are not only paying closer attention to their outward appearance but are also exhibiting spending habits on par with women's averages in lingerie. The "seduction" aspect, once a secondary consideration, has become an increasingly influential factor in the men's lingerie realm. This has given an impetus to the underwear market, with international women's lingerie brands extending their product lines to cater to men and the emergence of new brands with niche offerings. As men become more discerning and fashion-conscious, traditional retail channels like supermarkets and hypermarkets have seen a decline in their market share for men's lingerie. Conversely, specialized clothing retailers and online retail platforms are gaining momentum, benefiting from the evolving mentality towards men's fashion and the desire for higher quality items that reflect personal style and comfort. The burgeoning online sales channel reflects the digital shift in the retail landscape, with an increasing number of consumers eschewing physical stores for the convenience of e-commerce. It is not only about comfort and practicality anymore; the men's underwear market in Portugal is now hallmarked by a diverse and increasingly sophisticated demand, with buyers willing to spend more for perceived value in design, brand, and fabric quality. This is reflective of broader shifts in consumer habits and preferences, leading to a more competitive market structure that is constantly adapting to meet these new demands.

Main Players in the Evolving Men's Underwear Market

In the dynamic and growing market of men's underwear, several prominent players have established themselves as leaders in catering to the varying needs of the modern consumer. These companies are not only creating products that center on comfort and practicality but are also focusing on the elements of style and seduction that have become increasingly important to buyers. As the landscape of this segment continues to shift, the following brands have positioned themselves at the forefront, effectively tapping into the changing preferences among different age groups and capitalizing on the trend of men taking greater interest in personal fashion and grooming.

• Calvin Klein : An icon in the underwear market, Calvin Klein has long been synonymous with style and comfort. Known for its signature briefs and boxers, the brand combines simplistic elegance with modern designs that appeal to a broad demographic. With a strong presence both in traditional retail and online, Calvin Klein has skillfully navigated the transition towards a market where men are more conscious of their clothing choices, including their underwear.
• Hanes : Counted among the most familiar names in undergarments, Hanes offers a wide range of men's underwear, including boxers, briefs, and boxer briefs. The company has stayed relevant by adapting to consumer demands, such as incorporating advanced fabric technologies for enhanced comfort and launching eco-friendly product lines that appeal to environmentally-conscious consumers.
• Fruit of the Loom : As a brand that values comfort and affordability, Fruit of the Loom has managed to maintain a solid consumer base by offering reliable basics. The brand caters to men who prioritize practicality without compromising on quality, offering a variety of fits and styles that suit the everyday needs of a diverse customer base.
• Emporio Armani : Bringing a touch of luxury to the world of men's underwear, Emporio Armani appeals to those who view undergarments as a fashion statement. With a range that often features the brand's iconic logo, their products are designed for men who are willing to invest more in high-quality materials and sophisticated design.
• Victoria's Secret's Men's Line : In response to the growing men's underwear market, brands traditionally focused on women's lingerie, such as Victoria's Secret, have ventured into men's offerings. By leveraging their expertise in fit, fabric, and design, Victoria's Secret's men's line aims to capture the segment of the market that prioritizes both comfort and allure in their underwear choices.

Inforamtion

• Number of pages : ~ 40 pages
• Format : Digital and PDF versions
• Last update : 26/07/2021

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