Home / Knowledge / News / Apparel/Garments / Supermarket is first port of call for childrenswear shoppers
Supermarket is first port of call for childrenswear shoppers
Jun '10
Convenience is king for today's childrenswear buyers, as new research from Mintel finds more and more of us are throwing kids clothing in to our shopping baskets alongside our weekly shop.

Mintel's research reveals that, for the first time, value sales from supermarkets make up the biggest proportion of spend for consumers, beating all other outlets with 29% share of the childrenswear market. Meanwhile, specialists in the childrenswear sector such as clothing multiples (26.5%) and department stores (7%) have at best only retained market share by focusing on the premium end of the market. Traditional mail order purchases (3.5%) have declined sharply as a result of rising online sales, which Mintel currently estimates to account for around 12% of sales.

The supermarket is also the first port of call for childrenswear shoppers, with almost seven in ten (68%) of consumers purchasing their childrenswear there - making it the nation's leading childrenswear destination. Twenty-five million Brits now buy childrenswear from the supermarket, and an additional 8.5 million buy schoolwear at the same destination. Furthermore, in a matter of just four years, the market share of childrenswear in supermarkets has doubled from 14% in 2004 to a substantial 29% in 2009.

Michelle Strutton, Senior Fashion Analyst at Mintel said:
"There is increasing evidence of polarisation in consumer purchasing habits, with value retailers and supermarkets profiting at the expense of variety stores and sports stores in particular, which do not have the unique selling points of low price or high quality. Although the impact of the economic slowdown since 2007 has raised the profile of discounters and supermarkets, it has been the wider investment by such stores in improving the quality and fashion elements of their clothing that has enabled them to take on existing players in the market so successfully."

The childrenswear market has recently passed through a difficult period. The twin effects of a slowdown in the UK economy and the strengthening presence of value retailers have had the effect of reducing market value. In 2009, sales of childrenswear made a modest bounceback to £5 billion after falling in 2007 and 2008. The falls in recent years can be attributed to low-cost imports, the growth of low-price supermarkets and discounters, combined with the effects of the recent recession. Sales are expected to return to growth in 2010 thanks to improved consumer confidence, but over the next five years the market is forecast to grow by just 3% to a value approaching £5.2 billion in 2014.

While girlswear still wears the trousers in terms of value, with annual value sales of just over £2 billion, it is infantswear which is the real shining light in the childrenswear marketplace. Accounting for almost a third (31%) of childrenswear sales, infantswear has been a real winner in recent years. Sales of infantswear have risen 9% in the last 5 years to reach £1.5 billion, while the girlswear and boyswear sectors have both seen decreases of over 3%. While both those sectors have both been badly affected by economic pressures, in contrast infantswear has prospered - helped by growing infant numbers, older and more affluent parents and gifting.

Must ReadView All

Union textiles minister Smriti Irani addressing at the Texprocil Annual Export Awards. Courtesy: PIB

Textiles | On 22nd Oct 2016

Govt to extend special package to home textiles segment

The Central government is likely to extend the recently approved Rs...

Textiles | On 22nd Oct 2016

Kazanorgsintez picks Technip’s furnace for ethylene plant

Supplier of technology for petrochemical plants, Technip has been...

Textiles | On 22nd Oct 2016

Clariant start ups PP catalyst plant with CB&I technology

Clariant has started up a new polypropylene (PP) catalyst production...

Interviews View All

Kamlesh Vaghela
RK Textiles

Very few machinery manufacturers have R&D units

Cyril Pereira
Reed Exhibitions India, organiser of Asian Machine Tool Exhibition 2016

'Major problem in the textile machinery manufacturing industry is the lack ...

Saket Garg
Garg Corporation

The biggest challenge is lack of skilled workforce and competition from...

Johan Berlin
InvestKonsult Sweden AB

Investkonsult Sweden AB has been buying and selling second-hand textile...

Kevin Nelson

Kevin Nelson, Chief Scientific Officer, TissueGen discusses the growing...

Kerem Durdag
Biovation II LLC

Kerem Durdag, CEO, Biovation II LLC, provides an insight into future...

Pranav Mishra

Designers Pranav Mishra and Shyma Shetty’s Huemn is known for its...

Robert Brunner

Golfwear and menswear brand Devereux is set for greener pastures. Robert...

Igor Chapurin

"Now we can see the Russian trend in international fashion. And Russian...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


Letter To Editor

(Max. 8000 char.)

Search Companies

October 2016

October 2016

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.


Browse Our Archives


Advanced Search