Sale of men’s undergarments, including underwear bottoms and undershirts, increased by 2 per cent last year in the United States, while the total men’s apparel category was down by 12 per cent, according to The NPD Group.
The growth was driven primarily by boxer briefs and boxer silhouettes, with boxer briefs grabbing 64 per cent of the dollar share in Fall 2020, while boxers accounted for 16 per cent.Sale of men's undergarments rose by 2 per cent last year in the United States, while the total men's apparel category was down by 12 per cent, according to The NPD Group. The growth was driven primarily by boxer briefs and boxer silhouettes, with boxer briefs grabbing 64 per cent of the dollar share in Fall 2020, while boxers accounted for 16 per cent.#
“As we saw in many apparel categories, consumers have been focused on garments that prioritize comfort, and underwear sales among men was no exception,” said Kristen Classi-Zummo, director of market insights for apparel at the company, in a press release.
Aside from comfort being a top priority, men’s underwear styles with moisture-wicking and cooling saw the largest growth. In fact, combined, styles featuring both attributes drove $82 million in growth year over year.
Although Millennials account for the majority of men’s underwear bottoms sales online (40 per cent of dollars), Boomers (13 per cent of dollars) stole the most share.
These generational trends were also pronounced online, as many sales shifted to e-commerce due to the pandemic and resulting retail closures. As of the end of 2020, online sales of men’s undergarments represented one-third of sales in the category.
Fibre2Fashion News Desk (DS)
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