Roy Morgan Research has revealed that spending in the women's underwear market totals a staggering $1.8 billion per year in Australia.
The leading retailer?
Target.
According to the research, Target currently holds the largest slice of the total women's underwear market in dollar terms at 14.8% with an average spend per customer of $36 during any given four weeks.
Myer takes second place with an 11.7% with an average spend of $73.
Best & Less comes in third with 9.9% of the market share shelling out $34 on average per four weeks.
Roy Morgan executive Norman Morris detailed how Australian women are shopping across generations.
“In the Australian women’s underwear market, Target is queen, leading the field in customer numbers and in total dollar market share.
"While its customers may not spend a queen’s ransom on women’s underwear, there are well and truly enough of them to put the retailer on top of the market.
“Roy Morgan data shows a distinctly mature skew among Target shoppers, with pre-boomers and baby boomers being the generations most likely to buy women’s underwear there.
"However, just to keep things interesting, we find that boomers are also more likely than the younger generations to buy women’s underwear from David Jones.
"On the other hand, Kmart tends to attract much greater proportions of Generation Y or Z shoppers than any other group…as does specialist retailer Bras N Things."