New research from knicker brand Stripe & Stare reveals that full briefs, often dubbed 'granny pants', are now the preferred underwear style for 44% of women, followed by high-waisted styles at 31%, while thongs lag behind at just 15%. The 'Great Knicker Census' surveyed women on their underwear habits and found that nearly two-thirds (67%) would choose granny pants over thongs for life.
Comfort is the driving factor, with uncomfortable pants being the top 'knicker ick' for 53% of women, followed by wedgies (39%), too-small knickers (36%), thongs (32%), and camel toe (29%). Despite this focus on comfort, 60% of women admit to wearing tattered, holey, discoloured, or stretched-out underwear, with 19% having loose elastic, 18% visible holes, and 15% bleaching.
The average UK woman owns 20 pairs of knickers, but three pairs (15%) go unworn. The trend is echoed on TikTok, where a post from user @crazynewmumma about having to wear thongs when granny pants are in the wash garnered over 55,000 likes, with comments highlighting a preference for high-waisted and maternity styles long after childbirth.
Katie Lopes, Co-Founder of Stripe & Stare, said: “The Great Knicker Census shows that while women overwhelmingly prioritise comfort, they often wait until their underwear is literally falling apart before replacing it. We want to change that; better knickers aren’t about being sexy, they’re about feeling supported, confident, and comfortable every day.”
Ambassador Carla Freeman added: “We all have that one pair that makes us feel unstoppable. With over a third of women (36%) saying their favourite knickers boost their confidence, breathable, comfortable underwear shouldn’t be a luxury, they’re an everyday essential.”
