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Retail study reveals Women’s Shapewear Surges by Nearly 10% in 2023


Women’s shapewear is making its way back into the wardrobes of Brits, as celebrity endorsements continue to normalise the market as an everyday product to be worn, with an 8% increase in market value.

According to brand new data extracted and analysed by Centric Market Intelligence™, the average cost per shapewear item has reached £42.53, from analysis of the last three years since 2020.

The data has been compiled through analysis of ecommerce women’s shapewear listings in the UK, across 44 established brands using Centric Market Intelligence, the competitor benchmarking, pricing intelligence and trend forecasting platform. Data assessed the average original price per shapewear item, the average discount price and the average discount price penetration.

Average Original Price

Looking solely at price data for the original price point of women shapewear at retail, prices have risen to their highest level since 2020.

  • 2021 was the cheapest year for shoppers, with an average price of £39.26 per item
  • 2023 was the most expensive at £46.16.
  • The average cost per shapewear item has increased by £6.90 since 2021.

Average Discount

Discounting is increasing in line with shapewear price increases. According to the latest data:

  • The average discount has varied year-on-year, starting at 9% in Q1 of 2020.
  • Consequently fluctuating, the average discount results in 10% in Q4 of 2023.
  • This is an average change of 11% since the start of 2020, suggesting a potential shift in retailer pricing strategies.

Average Discount Penetration

When understanding average discount penetration, which represents the percentage of products offered at a discount, data illustrates a 9.7% decrease in Q3 2023 at 28%, compared to 31% in Q3 2020, implying changes in customer behaviour and that of promotional strategies direct from retailers.

Centric Market Intelligence expert Elizabeth Shobert comments on the change in consumer habits around women’s shapewear in the UK:

“Search data confirms the popularity of specific brands of shapewear, as we see online searches in the UK for “Skims bras” increasing over 300% YOY. Shape- and loungewear brand Skims in particular, has upgraded and broadened the restrictive associations of traditional shapewear, with more comfortable fabrics, inclusive colorways, and new shapewear categories, and the market has responded very positively to this new world of shapewear.”

Notes to editors:

If you publish data from this release, please link to this report.

Methodology & Data

The data extracted for this shapewear market report was sourced from Centric Market Intelligence, which gathers and analyses vast amounts of pricing data to identify market trends and provide competitive benchmarking.

44 UK retail brands were analysed for data corresponding to the average original price, average discount price as a percentage and the average discount penetration as a percentage from 2020 to November 2023.

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