Original article by Roy Morgan Research
Market Research Update – Page: Online : 9-Jun-15

A Roy Morgan Single Source survey has found that an average of 991,000 Australians aged 14+ bought women’s sleepwear in any given four-week period between April 2010 and March 2015. However, this figure rises noticeably during May and July each year. Meanwhile, 336,000 Australians buy men’s sleepwear during an average four weeks, and seasonal spikes are less pronounced than for women’s sleepwear. The survey also shows that during the first three months of 2015, 19.8 per cent of Australians who bought women’s sleepwear in any given four weeks purchased it from Kmart. Big W (28.8 per cent) was a clear favourite among people who bought men’s sleepwear in an average four weeks during the quarter.

CORPORATES
ROY MORGAN RESEARCH LIMITED, KMART AUSTRALIA LIMITED, BIG W DISCOUNT STORES, TARGET AUSTRALIA PTY LTD, BEST AND LESS PTY LTD, PETER ALEXANDER SLEEPWEAR PTY LTD, COTTON ON BODY PTY LTD