60% of Irish Choose Wellness-Led Social Plans as Activewear Becomes an Everyday Staple

• Yet 93% say high prices stop them from buying the activewear they like

• Demand for affordable leisurewear shows no sign of slowing, with one pair of Penneys leggings purchased every 8 seconds in its stores across Ireland

New research from Penneys has revealed that more than half (60%) of Irish people say their social plans are increasingly shaped by wellness and exercise, compared to a few years ago*. The shift reflects broader changes in how people in Ireland are socialising, with coffee catch-ups (55%) and walks (45%) now more popular social plans than eating out (42%) or meeting up at a pub or bar (39%).

Activewear has become a wardrobe staple for people across Ireland, extending well beyond the gym. Nearly three quarters (73%) wear fitness gear for everyday activities such as running errands (48%), doing household chores (47%) or even for more casual social plans like meeting friends for coffee (31%). The trend also stretches into more unexpected settings, with some admitting they’ve worn activewear to the office (8%), and even on a date (5%).

What’s more, how people feel in what they wear is now shaping everyday outfit choices. Nearly two-thirds (64%) say comfort is the reason they choose activewear over other clothes in their wardrobe. The average consumer now spends over €140 a year on activewear; however, affordability remains a key concern, with 93% of people in Ireland saying high prices prevent them from buying the activewear they like.

With the rise in popularity for activewear, Penneys is at the front of this national wardrobe shift, as demand for better value active and leisurewear shows no signs of slowing. One pair of leggings** is purchased every 8 seconds across Penneys 38 stores across Ireland, highlighting the growing momentum behind affordable, everyday activewear. Overall, Penneys’ performance and activewear clothing category has grown by 40% year on year***, underlining the increasing role it now plays in Irish wardrobes.

Penneys is responding to consumer demand with the launch of its biggest-ever activewear range, investing in premium activewear fabrics to make the category more accessible to everyone. The range is Penneys’ most advanced activewear offer to date, combining fresh styles with innovative premium new fabrics across leggings, tops, hoodies, running layers and more - with prices starting from €3.00 for accessories and €4.50 for activewear. The collection introduces four new technical fabrications, each designed to support different types of movement:

• Seamfree for a smooth, second-skin feel

• Buttery Soft™ allowing for freedom of movement

• Smooth Support designed for training

• Body(sculpt) taking you through your sweatiest of workouts

Mary Lucas, Trading Director of Womenswear at Primark, says:

“As work, movement and social time now blends more seamlessly together, we recognise that more shoppers need clothing that will keep up with their lifestyle. It’s about feeling comfortable, confident and ready for whatever the day brings. We know that walks, coffee catch-ups and wellness-led plans are becoming a bigger part of everyday life in Ireland – we’re listening and responding. With our biggest activewear offering available in our Penneys stores across Ireland, we’ve focused our designs to create versatile, great-quality pieces with the latest fabric technology that people can feel confident wearing from workouts to workwear, and everywhere in between – all at prices that make sense.”

*Consumer research carried out in January 2026 by 3Gem on behalf of Penneys, including a sample of 1,000 participants in Ireland– general population aged 18+ years old.

** The data referenced covers the period September 2024 to September 2025.

***Cover the period 6th January 2025 to 30th November 2025.