Lingerie sales are defying the downturn as couples spend more time at home, according to figures from TNS Worldpanel Fashion.
Sales of underwired bras increased by 10% in the 24 weeks to June 21, and the value of the push up bra market has now reached the £80m mark.
Sales of briefs have also risen.
Elaine Giles, client manager for TNS Worldpanel Fashion, said: “Although cheaper multi-pack briefs are still selling well, we’re seeing more women buying single pack briefs now – with 64% of women buying bras this year also buying a single pair of briefs.”
Men’s underwear sales are up too but the largest growth has been seen in comfort ranges and loungewear. The market for men’s pyjamas to wear around the house has increased by over 30% and jogging bottoms to wear around the house have grown 15% to reach a value of £1.1m.
As consumers look to tighten their purse strings,
Some 52% of consumers have cut back on dinner dates to save money but according to TNS Worldpanel Fashion people are increasingly spending their money on clothing to wear in the privacy of their own home.
Giles added: “Like women, men are spending more time in the home during the recession and are adjusting their purchasing habits to reflect this.”