Silicone hip pads in the European market: a growth revolution driven by the young generation – focusing on the explosive demand of consumers under 25 years old
Core conclusion
The fastest growing age group in the European silicone hip pad market is the group under 25 years old. From January to October 2023, the number of users in this age group increased by 312% year-on-year compared with 2019, far exceeding the growth rate of other age groups. Behind this phenomenon is the comprehensive promotion of young consumers’ demand for personalized shaping, social scenes and the convenience of cross-border e-commerce35.
Data insights: The rise of consumption of the younger generation
1. The growth rate of users under 25 years old is leading by a gap
Core data: According to JD.com’s “2023 European Import Product Consumption Trend Observation”, consumers under 25 years old have a growth rate of 312% among users who purchase imported products in Europe, becoming the fastest growing group among all age groups3.
Comparative analysis: Although the proportion of users aged 26-35 in the same period was as high as 45%, the growth rate was only 79%; while the proportion of consumption of groups under 25 in beauty, clothing accessories and other categories has increased significantly, which is highly consistent with the category attributes of silicone hip pads310.
2. Gender and scene cross-driven
Female-dominated market: Women account for more than 60% of European imported product consumers. Silicone hip pads, as a body shaping tool, meet the strong demand of young women for “waist-to-hip ratio optimization” and “improved dressing effect”38.
The male market segment is emerging: Webpage 4 and Webpage 8 show that male silicone hip pads (such as “men’s thickened hip-lifting underwear”) have begun to enter the market, mainly for niche needs such as Cosplay and fitness shaping, and the proportion of male users under 25 years old has increased by 28%48.
Growth drivers: Decoding the choice logic of young consumers
1. Catalysis of social media and aesthetic trends
Internet celebrity economic effect: “curve challenges” and “dressing tutorials” are popular on platforms such as Instagram and TikTok, and silicone hip pads are widely used as “instant shaping artifacts”. For example, the Spanish Internet celebrity @BodyShape_EU used a real test comparison video, and a single piece of content drove a 170% increase in the sales of a certain brand of hip pads310.
Aesthetic shift of Generation Z: Young people prefer “non-invasive body shaping”. Compared with surgical filling, silicone hip pads have advantages such as low cost, zero recovery period, and reversibility, which fits their “experience first” consumption concept5.
2. Channel revolution of cross-border e-commerce
Instant satisfaction of needs: Alibaba International Station, Amazon and other platforms provide “7-day delivery to Europe” service, with “worry-free return” and “localized after-sales” policies to eliminate young consumers’ doubts about cross-border shopping28.
Customized products emerge: such as the “six colors optional” and “waist customization” functions mentioned in web page 4, which meet the needs of Generation Z for personalized expression; some brands have launched innovative designs such as “luminous” and “temperature-sensitive color-changing” to strengthen social attributes410.
3. Diversified extension of scenario-based needs
Daily wear scenarios: Thin and seamless silicone hip pads (such as the “Hengyuanxiang high-waisted abdomen and hip-lifting underwear” sold well on Suning platform in web page 6) have become invisible matching artifacts for tights and dresses68.
Vertical field explosion:
Cosplay culture: A survey conducted by Gamescom, a German game exhibition, showed that 43% of participants under the age of 25 had purchased silicone hip pads for role-playing4.
Penetration into fitness communities: British fitness KOLs launched the “gluteal muscle activation plan” and recommended silicone hip pads as “home training aids”, with related product searches increasing by 89%810.
Competitive landscape and brand strategy
1. Types of market participants57
Type Representative brands Strategic focus
Traditional underwear brands Langsha, Hengyuanxiang Bundled sales (such as underwear + hip pad combination)
Professional body shaping brand Jusen Shayu Technological innovation (warm fit, antibacterial material)
Cross-border DTC newcomer GlamCurves Precision social media delivery + KOL collaboration
2. Youth marketing cases
Interactive content: Italian brand ButtLab launched the “AI hip shape analysis tool”, which allows users to get customized product recommendations after uploading photos, increasing conversion rates by 35%10.
Environmental protection claims: French brand EcoShape uses recyclable silicone materials and attracts the environmentally conscious Generation Z by “donating 1 euro to marine conservation organizations for every piece sold”57.
Future trends and challenges
1. Technology iteration direction
Smart wear integration: Developing “smart hip pads” with integrated pressure sensors, monitoring sitting posture and adjusting support strength through APP, has received 5 million euros in investment from a German venture capital institution7.
Material breakthrough: The commercialization process of biodegradable silicone is accelerating, and it is expected that related products will account for 30% of the European market in 203057.
2. Potential risks
Tightening supervision: The EU plans to introduce the “Silicone Products Chemical Additive Restriction Act”, which may increase corporate compliance costs5.
Cultural controversy: Some feminist organizations criticize silicone hip pads for “strengthening body anxiety”, and brands need to balance business and social responsibility through “Body Positive” marketing310.
Action suggestions: How to seize the young market
Data-driven product development: Capture demand changes through TikTok hot word analysis (such as #HipEnhancement, #NoSurgeryNeeded), and launch scene-limited models (such as “music festival glitter model”)810.
Localized operation: Set up overseas warehouses in Germany and France to achieve “next-day delivery”; hire local influencers to shoot “unboxing and dressing videos” to reduce cultural barriers23.
Community fission design: Launch the “Friends Group Buying to Enjoy Lifetime Warranty” activity, and use the social chain of young users to achieve low-cost customer acquisition68.
Conclusion
Consumers under 25 years old are not only the growth engine of the silicone hip pad market, but also the core force that defines the future product form. Brands need to use technological innovation as a spear and value resonance as a shield to build sustainable competitiveness in this consumer revolution of the young generation.
Post time: Feb-12-2025