Sainsbury's today announces a massive increase in the sales of shapewear for January, as women turn to figure sculpting lines in their battle to shape up.

Findings released earlier this month prove that once again getting in shape tops the nation's New Year's resolutions.* This week is the start of the slippery slope however, as people lose determination to reach their goals - over half of resolutions are likely to be abandoned by the end of January.* Interestingly Sainsbury's has noticed a significant 51% uplift in sales of ladies control underwear** as the nation strives to look fit whilst they battle the bulge.

Toni-Ann Lindsay, Sainsbury's lingerie buyers commented: "This week is set to be the toughest time for those striving to stick to their resolutions to get in shape. But don't give up - help is at hand! With a huge increase in sales, we're seeing a definite trend in women wising up to the wonders of shapewear underwear in their quest to look and feel great."

As well as strong shapewear sales, last year the retailer shifted a record 2m pairs of leggings so in response to this and the growing shapewear trend Sainsbury's is launching a new product - Control Leggings.

Designed to maximise curves and define the silhouette, the leggings lift and sculpt the bum area using materials made with different strengths. There is also an extra strength panel in the front to help flatten stomachs and a more relaxed waistband to banish traces of a 'muffin top'. The leggings will complement the existing range including the new and extremely popular non VPL briefs.

Sainsbury's Gok for TU which also focuses on enhancing and celebrating women's curves has gone from strength to strength with collection three launching this March.

Toni-Ann Lindsay: "Our customers are turning more and more to leggings and body shaping clothing and underwear to enhance their figures so we wanted to create a legging that combines the best of both. The Control Leggings create smooth lines and a leg slimming effect, designed to help conceal cellulite. At £10, they are set to be the new great value must-have in shapewear."

Sainsbury's shapewear starts at just £5 for a control brief in black or nude.

Notes to editors

  • * Poll carried out by Channel 4, January 2012
  • ** Comparing year on year sales
  • Control Leggings in store now, priced at £10
  • Sizes range from 8-22
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