PMR survey: Poles buy tights most often in grocery discounters
According to a PMR survey conducted in February 2021, 59% of Poles said they had bought tights in the six months preceding the survey. Nearly one third of respondents bought tights in grocery discount stores. Discount stores are more frequently purchased by consumers below 54 years of age, inhabitants of cities of up to 20 thousand inhabitants and consumers with lower income (up to 3 thousand net per capita).
A PMR survey conducted in February 2021 shows that 6 in 10 Poles said they had purchased tights in the six months preceding the survey. Such purchases were more frequently made by women and younger people aged 34 or less, as well as consumers with higher and secondary education. City size and income are not differentiating factors.
Place where women’s tights were bought
Younger consumers and residents of towns are most likely to buy tights in grocery discounters
The PMR study shows that Poles most frequently buy tights in grocery discount stores. Women are more likely to buy tights in such stores (36% vs. 26%), consumers under 54 years of age, as well as those with higher education and residents of rural areas and towns with a population below 500,000.
The high popularity of grocery discount stores as a place to buy tights is influenced, among other things, by the high popularity of discount stores among Polish consumers, the relatively high availability of this type of product in discount shops and the large number of shops in Poland, availability also in small towns.
Tights largest clothing category in cosmetics stores
The second most preferred place to buy tights, declared by 25% of shoppers, is a cosmetics store. Women are more likely to buy tights in drugstores (31% of women compared to 21% of men), younger people up to 54 years of age and people with a higher education level. Interestingly, place of residence is not a differentiating factor.
In terms of volume, tights are also the largest category among clothing and footwear sold in cosmetic drugstores. The largest share of tights in the assortment is held by Rossmann, which is the only large drugstore chain with underwear and clothing in its assortment. The quantitative share of tights in the non-cosmetics assortment of the chain is almost 4%.
It comes as no surprise then that tights generate the largest share of the clothing and footwear segment purchased at large cosmetics retailers stores. According to PMR data, in 2020 the value of pantyhose sales in large chains will reach over PLN 100m (more about it here).
Men are more likely to buy tights in clothing and underwear stores
In contrast, one in five tights buyers had bought underwear and clothing brick-and-mortal stores in the last 6 months preceding the survey,19% and 18% respectively. Several factors contribute to the lower purchase frequency rate, including the higher price of tights in these types of shops, the lower availability of specialist lingerie shops in smaller towns, or the periodic closures of clothing and underwear shops in 2020 due to the spread of the SARS-CoV-2 virus, which causes COVID-19 disease.
Men are more likely to buy tights in clothing and lingerie shops. This is influenced by the fact that they tend to buy tights not for personal use, but e.g. as a gift. These stores are also more likely to be purchased by younger consumers (up to 54 years old), city dwellers and people with higher incomes (over 3,000 net per capita).
In addition to the channels mentioned above, relatively popular shopping places are also non-food discount stores (21%), e-commerce platforms (17%) and marketplaces and open-air markets (17%).
More information about underwear market in Poland in PMR report: Handel detaliczny bielizną w Polsce 2020. Analiza rynku i prognozy rozwoju na lata 2020-2025.
About the author
Retail Market Analyst
Analyst with over four years of experience in retail market. Areas of specialization: clothing and footwear market, cosmetics market and e-commerce.