Comfy bras become a hit as sexy styles fall out of fashion, finds study

By

Barbara Santamaria

Published
Aug 22, 2018

The rise in active lifestyles, self-love and healthy eating habits has contributed to more women choosing comfort when buying a bra, leaving push-up bras and sexier styles in the drawer, according to a new report.

Lingerie brand Boux Avenue conducted a Google analysis to find out what consumers are searching for, and found that searches for comfortable bras have increased by almost 18% since last year, compared to a decline of almost 12% for sexy bras.

Comfortable bralettes seem to be particularly in demand, with Google recording around 50,000 searches online a month, on average.

Supportive bras are also seeing a rise in popularity with over 40,000 searches a month on average, as the number of women playing sport and getting active continues to increase.

Another favourite is the t-shirt bra, which enjoyed a 15% increase in searches since last year, according to Boux Avenue. Designed to be soft and with a smooth shape, this style has been an everyday essential for women for years.

With women spending on average more on bras than any other type of underwear and the global market worth a whopping £16.42 billion, the bra market seems ripe for growth.