Sales of jeans in the UK will hit £1.5bn in 2007, analyst firm Mintel has said.
This represents a 4 per cent increase on the £1.45bn spent on jeans in 2006 and a 32 per cent surge on 2002.
According to Mintel, British shoppers will buy 86 million pairs of jeans this year, an increase of over 40 per cent in the last five years.
Own label jeans made by the likes of George at ASDA, M&S and Topshop have seen the largest increase in sales when compared to branded jeans.
Sales of own labels grew by a whopping 41 per cent between 2004 and 2006, with sales valued at £354m last year, accounting for almost a quarter of the total UK jeans market.
Vivianne Ihekweazu, senior market analyst at Mintel, said: "Jeans are the ultimate fashion success story.
"Today, we not only wear jeans lounging in front of the TV, but we are also happy to wear them for a night out on the town or for a day at the office.
"More recently, we have even seen celebrities wearing them down the red carpet."
She added: "The introduction of supermarket and high street own label jeans has had a significant impact on the market.
"They offer a budget option, and with some jeans now costing around the same as a cup of coffee, many more people can afford to have several pairs of jeans hanging in their wardrobe.
"Supermarkets have not only entered the market, they have fundamentally changed it, giving Brits the opportunity to buy the latest denim fashion trends at bargain prices."
Mintel now expects that the overall UK market for jeans will grow by 38 per cent to reach £2.1bn by 2012.
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