The category that saw weak sales growth during the recent economic crisis now sees the social restrictions due to the COVID-19 pandemic cause an unprecedented decrease. The unemployment rate reached historic levels, removing a considerable number of consumers from sheer hosiery’s purchasing base.
Even though the impact on sales was less severe, non-sheer hosiery also saw a sharp decrease in sales performance due to the few social occasions permitted outside consumers’ homes. The local currency devaluation and the early resumption of Chinese industrial production saw Brazilian manufacturers face a shortage in the supply of cotton, which was exported in larger quantities in 2020.
The difficult scenario for the category did not prevent manufacturers from launching novel products. Alpargatas launched socks that divide the big toe from the other toes and can be used with traditional flip flops, offering products that leverage the loungewear lifestyle.
During the quarantine period, consumers’ concerns shifted, placing comfort and health ahead of appearance or style. With these new priorities, consumers tended to invest more on sportswear and related categories, such as non-sheer hosiery.
The unprecedented number of Brazilians remotely working from home has made many companies reconsider the need for work to take place in offices in the post-pandemic world. Some companies have even closed their offices to focus exclusively on the home office, aiming to reduce operating costs.
Apparel categories tend to become increasingly technical and consumers will be more commonly interested in the properties of the products. As one of the consequences of the COVID-19 pandemic, the average consumer developed a deeper awareness regarding hygiene and health safety across many different categories and occasions during their daily routines.
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Understand the latest market trends and future growth opportunities for the Hosiery industry in Brazil with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Hosiery research and analysis database.
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