Period Panties Market By Product Type (Reusable, Disposable), By Size (Small, Medium, Large), By Product (Brief, Bikini, Boyshort, Hi-waist, Others), By Distribution Channel (Online, Offline) - Growth, Share, Opportunities & Competitive Analysis, 2024 – 2032

06 Apr 2023 Format PDF icon PPT icon XLS icon Request Sample

The period panty market is projected to expand at a CAGR of 18% during the forecast period of 2024 to 2032. The market is primarily driven by the increasing awareness of menstrual hygiene and the different activities and programs implemented by organizations. For instance, the collaboration between UNICEF and local governments, communities, and schools to conduct research and disseminate information about menstruation has fostered the adoption of hygienic practices conducive to the elimination of societal taboos. In addition, the considerable innovation and improved goods introduced by manufacturers are anticipated to generate adequate potential prospects for the market in the coming years. COVID-19 has negatively affected the menstruation underwear market. During the COVID-19 epidemic, store closures owing to quarantine and lockdown procedures have had dire implications, with sales plummeting significantly. In addition, the pandemic affected the production and offline sales of period sanitary products in numerous nations due to social isolation and stay-at-home policies. In addition, the pandemic scenario has prompted individuals to spend more prudently and avoid unnecessary purchases.

Period Panties Market

Demand for Comfort and Convenience

The increase in demand for comfort and convenience, as well as the growing preference for eco-friendly hygiene products around the globe, are the other main factors affecting the market's expansion over the forecast period. In addition, menstruation underwear is a relatively new period hygiene product that acts as an alternative to more conventional goods such as tampons and pads. The technique varies between companies but often incorporates multiple layers of materials such as polyester, nylon, merino wool, and cotton, designed to absorb blood and drain away moisture so the wearer feels dry and comfortable. In addition, the large proportion of working women across the globe is anticipated to create adequate chances for market expansion. In 2021, females will account for 39.3% of the global labor force, according to World Bank statistics. Work-appropriate period underwear provides comfort and convenience for women who are employed.

Aggressive Marketing Strategies

In addition, the various manufacturers are starting the campaign and expanding their period knickers' consumer reach, contributing to the expansion of the market. In May 2023, for instance, one of the most popular period underwear manufacturers, Thinx, announced the launch of a campaign called "Wet Panties" that promised to rid the world of "moist panties" once and for all. This campaign resulted in the expansion of the brand's air collection, which now includes sweat-wicking, breathable, ultra-thin, micromesh underwear designed for drier, moisture-free days during menstruation.

Environmental Concerns

Increasing environmental concerns and the need for better menstrual hygiene are driving up the demand for period tampons significantly. To reduce their plastics footprint, women are selecting eco-friendly, biodegradable menstrual hygiene items such as reusable sanitary pads, organic cotton tampons, and eco-friendly period pants. In addition, different government standards and campaigns encourage producers to replace non-degradable products with environmentally friendly alternatives. The Environmental Protection Agency (EPA) of the United States has recently released its recommendations for Eco-Friendly labels in 2020. As part of its goal to safeguard human health and the environment, the EPA develops standards, criteria, documents, and eco-labeling initiatives. In the next years, the market for period tampons is anticipated to expand as environmental protection is debated more frequently in international forums and as organizations enact legislation encouraging the use of eco-friendly products.

Lack of Awareness About Menstrual Hygiene Management in Certain Regions Hinders the Market Expansion

Inadequate menstrual hygiene management raises the risk of several disorders, including Urinary Tract Infections (UTIs), Reproductive Tract Infections (RTIs), Bacterial Vaginosis, and others. The demand for period tampons is developing dramatically due to the growing awareness of the need of maintaining menstrual hygiene and decreasing the associated disease risk. According to the NCBI, the prevalence of RTI and its associated conditions is 21% in rural India among ever-married women of reproductive age (15-49). According to the Centers for Disease Control and Prevention (CDC), 26% of women in rural South Africa had at least one menstrual hygiene-related infection. According to a survey by WaterAid, lack of access to menstruation hygiene is the sixth leading cause of death for women worldwide. As women become increasingly concerned about the consequences of poor menstrual hygiene management, the demand for period panties is anticipated to increase in the future years.

Briefs Dominated the Product Segment

In 2023, the briefs category dominated the market and contributed 30% of the global revenue. The market is mainly driven due to the availability of various products made of comfortable fabrics such as cotton and nylon, designed with various styles. To provide comfort and other benefits, the producers are developing specific sorts of briefs with jacquard and lace designs, no VPL lace trim, and high waist control, which is further boosting the growth. The bikini segment is anticipated to be the fastest-growing segment with a CAGR of 18% from 2024 to 2032. The growing demand for bikini period underwear in developed countries coupled with rising popularity within the target demographic, together with advancements in fabric technology and garment design, are both credited with the segment's growth. The market is expanding rapidly as a result of the influence that the body-positive movement has on consumers' purchasing decisions. Additionally, the need for intimates that can be adjusted to be more attractive while maintaining comfortable is promoting the segment's expansion.

Disposable Period Panties Dominate the Market by Usability

Disposable period panties are the dominant segment in 2023 due to their cost-effectiveness and hassle-free. Disposable period panties now include eco-friendly panties manufactured with bio-degradable polyethylene, fiber, cotton, and others. As these types of period panties are suitable for one-time use and free from the hassle of washing or cleaning and reusing, they are highly preferred by women starting from college-going teenagers to working women.

Medium Sized Period Panties Dominates the Markey by Size

Medium-sized period panties were increasingly demanded in 2023 in terms of size and are expected to sustain their position in the coming years. Medium-sized period panties being comfortable for women requiring small to large or the size between these two are experiencing a rise in demand worldwide which in turn is spurring the growth of the market. Medium-sized panties accounted for over 40% of revenue share in terms of size in 2023.

Offline Distribution Segment Dominated the Market by Distribution Channel

Offline distribution channels dominated the market and accounted for a 65% share of the global revenue in 2023. Stores with multiple brands and styles of period underwear are among the most well-liked distribution methods. Before making a purchase, consumers at these establishments can select from a wide range of brands. Supermarkets usually offer discounts and other such benefits to attract consumers and increase product sales. They act as distribution centers for parent companies and offer a large number of brands in one place. Thus, with the presence of a diverse product range and ease of convenience, offline distribution held the largest market share.

The online distribution channel is expected to witness the fastest growth in the forecast period. The rising popularity of e-commerce channels is likely to lead to considerable growth prospects for the market owing to a wider distribution network and greater product availability. Moreover, the manufacturers of period pants are collaborating with e-commerce companies to sell their products on online channels. For instance, in March 2023, Thinx Inc. announced its partnership with Walmart to make Thinx’s reusable period underwear more accessible to shoppers nationwide.

North America remains the Global Leader

North America dominated the market for period panties and accounted for a 40% revenue share in 2023. The presence of a large number of major players such as Knix Wear, Inc., Thinx, Inc., and Saalt, LLC, among others in the U.S. and Canada further supported the market growth in the region. Moreover, the high awareness regarding menstrual hygiene products in the region further contributed to the significant demand for menstrual underwear in the region. Moreover, the various initiatives and campaigns by the companies and manufacturers related to menstrual hygiene awareness are further projected to create significant demand for period underwear in the upcoming years. The U.S. has emerged as dominant in the North American period panties market. The increase in investment in feminine hygiene and healthcare has resulted in a significant increase in sales of period panties.

The increasing number of working women is a key factor fuelling demand for period panties in the U.S., as those minimize the chances of stains in a hassle-free way which saves time. According to the U.S. Department of Labor Blog, 47% of U.S. workers are women, which naturally catapults the U.S. to the forefront of the North American market.

As stated in the National Health Statistics (NHS) report published by the Centers for Disease Control and Prevention (CDC) on 10th September 2020, 8% reach menarche by age 10, 24% by age 11, and 52% by age 12 in the United States. The rise in concern regarding menstrual health among this female population is a significant factor in the increase in sales of period panties in the U.S. According to FMI, the U.S. is likely to remain the epicenter of the largest market of period panties in the world, North America in the coming years.

APAC to Lead the Growth During the Forecast Period

Asia Pacific is projected to be the fastest-growing market at a CAGR of 18.5% over the forecast period. Growth in awareness regarding menstrual hygiene products, changes in lifestyles of working millennials, and increasing income to invest in the best available products are the key factors driving product demand. Moreover, the large population in countries like India and China with a high number of women in their reproductive years is one of the prime reasons driving the regional expansion. Additionally, the rising per capita income enables women to choose from a wide range of hygiene and eco-friendly sanitary solutions such as reusable period panties. Aggressive marketing strategies to raise awareness and drive sales by the manufacturers have augmented regional growth.

R&D Investment to Enhance Market Shares

Prominent market players are likely to focus on establishing their businesses across the globe owing to the rapidly expanding customer base. In this respect, key market participants are expected to invest in research & development activities to remain competitive over the forecast period.

Some of the key developments and strategic initiatives carried out by leading manufacturers are listed below:

  • In March 2023, Modibodi and PUMA partnered to launch a range of leak-free period underwear and activewear, created to support women stay comfortable and active during their period whilst making a positive environmental impact.
  • In February 2023, Kimberly-Clark Corporation one of the leading companies of menstrual hygiene products announced that it has completed its acquisition of a majority stake in Thinx, Inc., one of the leading companies offering reusable period and incontinence underwear. The company made an initial minority investment in Thinx in 2019.
  • In January 2021, Essity announced the launch of TENA Silhouette, an absorbent underwear for menstruation and incontinence. The launch of the products has initiated in Latin America and continued in other markets in selected stores and online during the first quarter of 2021.

Some of the prominent players in the global period panties market include Neione, Ruby Love (PANTYPROP INC), Proof, Knix Wear, Inc., Rael, Saalt, LLC, Victoria's Secret, FANNYPANTS, The Period Company, Thinx, Inc. (Kimberly-Clark) and others.

Historical & Forecast Period

This study report represents analysis of each segment from 2022 to 2032 considering 2023 as the base year. Compounded Annual Growth Rate (CAGR) for each of the respective segments estimated for the forecast period of 2024 to 2032.

The current report comprises of quantitative market estimations for each micro market for every geographical region and qualitative market analysis such as micro and macro environment analysis, market trends, competitive intelligence, segment analysis, porters five force model, top winning strategies, top investment markets, emerging trends and technological analysis, case studies, strategic conclusions and recommendations and other key market insights.

Research Methodology

The complete research study was conducted in three phases, namely: secondary research, primary research, and expert panel review. key data point that enables the estimation of Period Panties market are as follows:

  • Research and development budgets of manufacturers and government spending
  • Revenues of key companies in the market segment
  • Number of end users and consumption volume, price and value.
  • Geographical revenues generate by countries considered in the report
  • Micro and macro environment factors that are currently influencing the Period Panties market and their expected impact during the forecast period.

Market forecast was performed through proprietary software that analyzes various qualitative and quantitative factors. Growth rate and CAGR were estimated through intensive secondary and primary research. Data triangulation across various data points provides accuracy across various analyzed market segments in the report. Application of both top down and bottom-up approach for validation of market estimation assures logical, methodical and mathematical consistency of the quantitative data.

Research Period  2022-2032
Base Year 2023
Forecast Period  2024-2032
Historical Year  2022
Unit  USD Million
Product Type
  • Reusable
  • Disposable

  • Small
  • Medium
  • Large

  • Brief
  • Bikini
  • Boyshort
  • Hi-waist
  • Others

Distribution Channel
  • Online
    •     E-commerce Owned Portal
    •     Company Owned Portal
  • Offline
    •     Exclusive Stores
    •     Multi-Brand Stores

 Region Segment (2022-2032; US$ Million)

  • North America
    • U.S.
    • Canada
    • Rest of North America
  • UK and European Union
    • UK
    • Germany
    • Spain
    • Italy
    • France
    • Rest of Europe
  • Asia Pacific
    • China
    • Japan
    • India
    • Australia
    • South Korea
    • Rest of Asia Pacific
  • Latin America
    • Brazil
    • Mexico
    • Rest of Latin America
  • Middle East and Africa
    • GCC
    • Africa
    • Rest of Middle East and Africa

Key questions answered in this report

  • What are the key micro and macro environmental factors that are impacting the growth of Period Panties market?
  • What are the key investment pockets with respect to product segments and geographies currently and during the forecast period?
  • Estimated forecast and market projections up to 2032.
  • Which segment accounts for the fastest CAGR during the forecast period?
  • Which market segment holds a larger market share and why?
  • Are low and middle-income economies investing in the Period Panties market?
  • Which is the largest regional market for Period Panties market?
  • What are the market trends and dynamics in emerging markets such as Asia Pacific, Latin America, and Middle East & Africa?
  • Which are the key trends driving Period Panties market growth?
  • Who are the key competitors and what are their key strategies to enhance their market presence in the Period Panties market worldwide?
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