In 2024, jeans in India recorded healthy double-digit retail current value growth, despite a generally cautious retail environment. Men’s jeans continued to account for a far larger share of sales, and also recorded stronger value growth than women’s jeans in 2024. The category continued to benefit from the status of jeans as a wardrobe essential, especially amongst younger consumers and in urban markets. However, while overall growth remained positive, the year was marked by a clear shift in co

South Africans have been facing a tough economic situation with the rising cost of living and unemployment, and as a result are downtrading to more affordable brands of jeans. This has led to solid performances by economy and standard jeans when a purchase is necessary. Additionally, when it comes to trending styles, even consumers across higher-income brackets have been choosing more affordable brands, whereas for timeless styles of jeans, they are more likely to invest in a brand that is known

In 2024, jeans in Sweden continued to face challenges. While retail value sales were positive at 3%, driven by inflation and rising unit prices, retail volume sales struggled to recover to pre-pandemic levels. Jeans have long been a staple in Swedish wardrobes, with many consumers opting for durable, premium alternatives. As a result, it became easier for Swedes to postpone purchasing jeans in 2024, particularly given the rising cost of living. This was reflected in their tendency to wait for sa

After seeing a poor performance in 2023, in 2024 jeans in Vietnam is expected to begin to rebound slightly in retail current value terms, due to the improved economic performance. Nevertheless, retail volume sales of jeans are expected to continue to decline. Some consumers are still inclined to save money and limit their expenditure on non-essential products such as fashion items. Some are also selecting more economical alternatives over the labels they may previously have chosen. This is mainl

Jeans in Brazil has been building on trends that began gaining traction in 2023. After years of disruption caused by the pandemic and subsequent economic challenges, denim is reclaiming its place as a wardrobe essential. This revival is being fuelled by a convergence of factors, from stabilising raw materials costs to the shifting consumer preference towards casual, comfort-driven fashion.

Retail volume sales of jeans in Germany are marginally improving in 2024 compared to the previous year, when the category recorded a decline in both the men’s and women’s segments. Greater premiumisation has been observed, especially in men’s jeans, with super premium men’s jeans recording more impressive growth rates compared to other price segments. However, another fall in demand for men’s economy jeans is having an impact overall in 2024, as local consumers of men’s jeans are investing in hi

In 2024, retail value sales of jeans in Austria grew by 2%, while retail volume declined by 1%. Though the category saw some value growth, this was primarily driven by inflation and rising production costs rather than increased consumer demand. This decline in retail volume reflected shifts in consumer preferences and changing fashion trends in Austria, with consumer increasing purchasing skirts and trousers.

Sustainability remains an overarching trend in jeans during 2024, with brands such as H&M and Zara keen to demonstrate to consumers in Israel that the jeans they produce are sustainable. In 2021, H&M launched its re-purposed jeans collection in Israel by using left over fabric to create new collections showing their commitment towards sustainable clothing. In fact, when consumers buy jeans at H&M Israel the retailers clearly states online what the jeans are made from and who has made the product

Jeans saw dynamic current value growth in Ukraine in 2024. Jeans is a very popular type of apparel in the country. It is favoured both by men and women and is worn on all occasions, whether for leisure, business or travelling. The category could not avoid the significant negative impact of the war, including the dramatic shift in demographic factors amongst others, but it is recovering quite quickly. People are buying jeans as products for general use, allowing them to economise in a challenging

Significant retail current value growth was seen for jeans in 2021 and 2022, when sales rebounded after the 2020 decline, and post-pandemic fashion favoured more casual styles, particularly in workplace settings. As consumers in Mexico anticipated a return to normalcy, many updated their wardrobe with new jeans, resulting in a sales surge. However, growth appears to have passed its peak, and jeans saw a significant slowdown in current value growth in Mexico in 2023, and this trend is expected to

Following a drop in retail volume sales the previous year, jeans in Australia has resumed its journey towards recovery in 2024, with 4% retail value growth and 1% retail volume. Within the overall category, retail value sales are divided between women’s jeans (55%) and men’s jeans (45%).

Following double-digit growth the previous year, retail volume and value sales of jeans in Hong Kong are declining in 2024 due to the broader economic uncertainty in the region. Premium and super premium jeans have been hit especially hard due to the overall reduction of international tourist consumption as a result of an unfavourable exchange rate. With the Hong Kong dollar pegged to the strong US dollar, purchases of apparel, including jeans, have become more expensive for overseas visitors, e

The domestic jean company Mavi Giyim San ve Tic AS became the first and only Turkish apparel company to make the CDP’s (Carbon Disclosure Project) Global A list in 2023, for its climate change and water security programs. Mavi aims to make its entire denim collection eco-friendly by 2030. In 2023, its Mavi Jeans All Blue collection featured a number of “green” alternatives, including organic cotton, recycled cotton, Repreve (recycled polyester), and upcycled materials and all vegan options, as w

Jeans maintains positive growth in 2024 in Hungary, in both value and volume terms. While standard jeans is showing the strongest overall value growth, economy jeans is seeing the strongest volume growth. Economy jeans is seeing the strongest volume growth in men’s jeans, however, in women’s jeans, both economy jeans and super premium jeans are seeing the same levels of volume sales.

Over 2022-2023, retail volume growth of jeans in Chile notably slowed following 2021’s dynamic performance. During this time, many Chilean consumers prioritised their spending amid an unstable economy, characterised by significant inflation rates. Faced with these financial pressures, many consumers actively sought more cost-effective alternatives, leading to a notable upswing in favour of private label lines of economy jeans.

As the trend toward casual dressing continues to evolve in Romania, jeans have become a wardrobe staple for consumers of all ages. Consumers value versatile clothing that enables a seamless transition from work to social settings. Nevertheless, cocooning remains an important trend in the country, as some consumers prefer to stay at home, given the ongoing higher costs of living. In addition, there are still many Romanians who work from home, especially in the IT and business sectors. Furthermore

The jeans market in Poland is becoming polarised, with both premium and budget segments experiencing higher growth than the mid-priced segment. Premium jeans are in high demand as consumers seek superior quality and unique designs to stand out. Often, premium and super premium brands are sought after due to the prestige they offer. However, budget-conscious consumers are gravitating towards low-cost options, especially as inflation impacts purchasing power. Established brands use economies of sc

Jeans continue to record weak sales in 2024 following a post-pandemic surge as Norwegian consumers returned to normal lifestyles. The category is increasingly struggling with a very high degree of maturity, with jeans being a staple in most Norwegian’s wardrobes. The informal nature of the country’s work environment has meant that jeans is the preferred attire for many. While Norwegians do experiment with different styles and cuts of jeans to a certain degree, they tend to be conservative when i

Jeans reported a decline in sales over 2024 as consumers made major cutbacks on this staple item. Average unit prices have decreased as consumers switched to more affordable products. There was a notable increase in jeans consumption during discounting periods as consumers looked for the best deals. Super-premium jeans fared much better as the luxury segment continues to thrive in the country, in part supported by growth of inbound tourism. The second-hand market offering cheaper apparel and foo

Jeans in Taiwan witnessed slower volume growth 2024, due to growing competition from apparel made from functional fabrics which are relatively light, stretchable, and cooler. Although denim can be improved with a new style or functional denim fabrics, it is not the first mainstream choice for outerwear in Taiwan, due to the increasingly hot climate and longer summer season in Taiwan. Although jeans made from imitation denim fabrics are more breathable than traditional jeans, they are not conside

Jeans have experienced significant growth in Greece during the post-pandemic period, benefiting from a strong shift away from formalwear toward more casual options. A key factor driving this trend is the increasing acceptance of leisurewear in formal settings, including the workplace. Changing climatic conditions also play a role, with shorter winters delaying the demand for winter apparel and prolonging the use of jeans throughout the year. While Greek women are quick to embrace evolving fashio

Consumer demand for jeans continues to rise in 2024, with premium and economy ranges reporting stronger volume growth year on year in Morocco. On aggregate, economy jeans is the largest category by volume sales in both women’s and men’s jeans. Given the ongoing economic uncertainty and financial pressures faced by consumers, there was a notable upswing in demand for economy brands and private label lines. These are well-positioned to cater to budget-conscious consumers, providing them with quali

Jeans remain a timeless and versatile staple in Saudi Arabia, appealing to a wide demographic, including both local and expatriates. The beauty of jeans lies in their adaptability - able to be dressed up for more formal occasions or dressed down for casual outings. Despite the rise of athleisure wear, jeans continue to hold their ground, as they are often seen as complementary to this style. For example, jeans are often teamed with oversized tee-shirts, hoodies, and sneakers, creating a blend of

Jeans in the Netherlands registered strong volume growth in 2024 driven by an increase in unit prices and a shift towards premium products. Consumers are encouraged to buy products that place a stronger emphasis on design, durability and sustainable production. There is growing awareness and concern about the impact of denim production on the environment with manufacturers and retailers addressing this issue by investing in sustainable practices. The Dutch manufacturer MUD Jeans International ha