Women’s Nightwear Driving 76% Of Global Market In 2023
The global nightwear industry is navigating a period of transformation, shaped by evolving consumer preferences and economic challenges. The emphasis on comfort and functionality is now complemented by a growing demand for sustainable and versatile options, writes Henry Dsouza, Associate Editor, Textile Insights
Nightwear, including pyjamas, has transcended its traditional role as functional sleepwear to become an essential lifestyle segment. With origins in South Asia, where pāy-jāma refers to loose-fitting trousers tied at the waist, pyjamas have undergone a remarkable evolution. Today, they range from classic cotton sets to luxurious silk ensembles, designed not just for restful sleep but also for lounging and casual home attire. The shift in consumer preferences, coupled with advancements in fabric technology, has propelled this category into a versatile and stylish domain.
In 2023, the global exports of nightwear and pyjamas experienced a significant downturn, falling by 14.73% to US$ 7708.03 million compared to the previous year. This decline highlights a blunt contrast to the surge seen during the Covid-19 pandemic when lockdowns and remote work fueled a boom in demand for comfortable loungewear.
Knitted nightwear emerged as the dominant category, contributing US$ 5992.28 million to global exports, despite a 17.46% decrease. Woven nightwear, though a smaller segment, performed relatively better, with a modest decline of 3.61%, amounting to US$ 1751.75 million. Knitted nightwear continues to dominate the market, accounting for 78% of the total exports, with woven garments making up the remaining 22%.
Fibre-Wise Insights
When surveyed by fibre type, man-made fibres (MMF) retained their leading position in the nightwear market, with exports totaling U$ 3944.97 million, even though this represented a 7.83% decline. MMF nightwear holds a commanding 51% of the global market, showcasing its resilience and adaptability to changing consumer demands.
Cotton-based nightwear, traditionally favoured for its softness and breathability, ranked second with exports of US$ 3274.14 million. However, this segment experienced a steep decline of 20.10%, reflecting a shift in consumer preference toward synthetic and blended materials. Products made from other textile materials contributed the least, with exports totaling US$ 488.91 million, marking a substantial drop of 24.35%.
Gender-Wise Trends
The nightwear market in 2023 was overwhelmingly dominated by women’s products, which accounted for 76% of the global exports. Women’s nightwear exports totaled U$ 5855.59 million, reflecting a 13.16% decline from the previous year. Men’s nightwear, on the other hand, reached US$ 1852.44 million, registering a more significant drop of 19.34%. These figures underline the prominence of the women’s segment in the global market.
Country-Wise Export Analysis
China maintained its position as the leading exporter of nightwear and pyjamas, commanding 46% of the global market. Chinese exports in 2023 totaled US$ 3534.01 million, driven primarily by knitted women’s nightwear made from MMF, which accounted for 49% of China’s total exports in this category.
Bangladesh secured the second position with exports of US$ 754.43 million, though this was accompanied by a sharp decline of 32.29%. India ranked third, with its exports falling by 18.85% to US$ 653.12 million. Notably, India’s export performance in 2023 was lower than pre-pandemic levels, highlighting the challenges faced by the industry in adapting to post-Covid dynamics.
India’s Performance: A Closer Look
India’s nightwear exports have faced significant headwinds in recent years. Post-Covid, demand has not only softened but has also dropped below pre-pandemic levels. In 2019, India’s exports totaled US$ 751.20 million, peaked at US$ 860.86 million in 2021 during the pandemic, and declined to US$ 653.12 million in 2023.
Among India’s nightwear export categories, knitted women’s nightwear made of cotton emerged as the top performer, contributing US$ 214.12 million in 2023. This segment, however, saw a 21.69% decline compared to the previous year and represented 33% of India’s total nightwear exports.
The second most exported category was men’s cotton nightshirts and pyjamas, which totaled US$ 144.37 million, reflecting a 27.62% drop. India’s heavy reliance on cotton-based products, which accounted for 22% of global exports in this category, highlights the need for diversification and a stronger focus on synthetic and blended fibre alternatives to remain competitive.
Outlook for the Nightwear Industry
The global nightwear industry is navigating a period of transformation, shaped by evolving consumer preferences and economic challenges. The emphasis on comfort and functionality is now complemented by a growing demand for sustainable and versatile options. Innovations in fabric technology and sustainable practices are expected to play a pivotal role in revitalizing the market.
For India, the path forward involves leveraging its expertise in cotton while diversifying into synthetic and blended fibres. Strengthening domestic manufacturing capabilities, improving operational efficiency and addressing post-Covid market dynamics will be crucial to regaining momentum.
Despite the setbacks in 2023, the nightwear industry remains a vital segment of the global apparel market, blending comfort, practicality and style. With strategic initiatives and adaptability, it is poised to redefine how the world unwinds at home.
Source: ITC calculations based on UN COMTRADE and ITC statistics.
