Period Panties Market

Period Panties Market Overview

The global Period Panties Market size was valued at USD 133.8 million in 2023 and is predicted to reach USD 357.7 million by 2030 with a CAGR of 15.1% from 2024-2030. 

The period panties or period underwear market refers to the industry refers to the sector consisting of manufacturers and suppliers specializing in the production and distribution of underwear designed for menstrual flow management. These products are designed with absorbent materials such as cotton, synthetic fibres and others to be used during menstruation. Consumers are shifting their choices from pads and tampons to this alternative, as they are reusable, environment friendly, and cost-effective in the long run as compared to disposable options. With a variety of styles and sizes available, period panties cater to different preferences while promoting comfort and health during menstruation.

Market Dynamics and Trends

The increasing hygiene and environmental awareness among consumers globally are propelling the demand for eco-friendly menstrual products. Period panties, due to their reusable nature, significantly reduces waste compared to disposable alternatives, thus contributing to the growing preference for sustainable menstruation solutions worldwide. For instance, on April 2024, Kelheim Fibres collaborated with Gebruder Otto to launch innovative eco-friendly period underwear. By utilizing biobased materials and advanced fibre technologies, the companies aim to create comfortable period panties addressing growing consumer demand for sustainable menstrual solutions.

Moreover, various initiatives adopted by the government and private organizations to educate consumer about the ecofriendly alternatives of period hygiene products and comfort benefits further drives the demand for period under-wears. For instance, WASH United, a German NGO, started the Menstrual Hygiene Day (MH Day) in 2014 and since then its number of partners increased from 155 to 1003 in 2023. The initiative focusses on raising menstrual hygiene awareness and to promote the rights of menstruating women worldwide. These efforts are making period panties more popular worldwide by spreading awareness and making them more accessible to people.

Furthermore, growing preference of consumers for menstrual solutions that prioritize comfort and convenience further boosts the period panties market growth. Period panties fulfil this demand by offering an easy-to-use alternative to traditional products such as pads or tampons. They are designed to provide a comfortable fit and reliable protection, without the need for frequent changes or discomfort often associated with other menstrual hygiene options. This trend highlights a shift towards practical and user-friendly choices in the scope of menstrual care, driven by increasing awareness and desire for more comfortable experiences during menstruation.

However, high costs of the product as compared to conventional pads and hesitance to switch into new products over the traditional period hygiene solutions restraints the growth of the market.

On the contrary, the incorporation of moisture-wicking and antimicrobial properties into period panties represents a significant future opportunity for the market. These innovations are anticipated to enhance comfort, freshness, and hygiene, addressing key concerns of consumers. By effectively managing moisture and preventing bacterial growth, manufacturers can attract more customers seeking advanced and reliable menstrual hygiene solutions. 

For example, in August 2022, Hanes introduced comfort, period underwear, designed with advanced moisture-wicking technology to ensure users stay dry and comfortable. This affordable alternative to disposable menstrual products includes a built-in stain protection liner and a multi-layer system that effectively absorbs moisture and prevents leaks.

Market Segmentations and Scope of the Study 

The period panties market report is segmented on the basis of product type, distribution channel and region. Based on product type, the market is divided into brief, bikini, boy short, and high-waist. Based on distribution channel, the market is divided into retail pharmacy, hospital pharmacy, e-commerce channels, and supermarket/hypermarket. Regional breakdown and analysis of each of the aforesaid segments includes regions, such as North America, Europe, Asia-Pacific, and the Rest of the World (RoW).

Geographical Analysis

North America dominates the period panties market share driven by increasing awareness related to menstrual hygiene along with the increasing number of female populations across the region. According to latest data published by the World Bank Group, in 2022, females made up 50.5% of the total population in North America.  With females comprising a significant and increasing portion of the population, there is a larger demographic seeking effective menstrual hygiene solutions. This demographic shift not only broadens the consumer base for period panties but also enhances market demand in this region.

Moreover, menstrual hygiene campaigns and introduction of new products to align with the aim of the campaigns is further driving the growth of the North America period panties industry. For instance, in May 2022, Thinx Inc. launched "Moist Panties" campaign and expanded its Thinx air collection, aiming to enhance the experience of comfort and dryness in period care. The campaign addresses consumer dissatisfaction with traditional products by introducing new moisture-wicking, breathable underwear designed for both menstrual and non-menstrual days. 

On the other hand, Asia-Pacific region is expected to witness significant growth in the period panties market demand. Rise in environmental awareness is emerging as a significant driver in the Asia-Pacific menstrual underwear market. With increasing awareness about sustainability, consumers are opting for eco-friendly menstrual products such as period panties, that are reusable and reduce waste compared to traditional disposable options. For instance, in October 2022, HealthFab, launched India's first standalone reusable period panty ‘GoPadFree Ultra’. The panties feature a super absorbent design to provide extended leakage protection and it offers six times more absorbency than a regular sanitary pad and is fully washable for up to 24 months of use.  

Additionally, government initiatives to promote feminine hygiene and health across the region is further driving the period panties industry. These programmes aim to raise awareness about menstrual health and hygiene. For instance, in India, the Scheme for Promotion of Menstrual Hygiene offers sanitary pads to menstruating women and also promotes proper disposal methods. Similarly, in Australia, National Women’s Health Strategy 2020-2030 aims to improve health and hygiene of women and girls nationwide. These initiatives are promoting awareness and approval of menstrual health, leading to an increased need for new effective menstrual hygiene products such as period panties.

Competitive Landscape

Various key players operating in the period panties industry includes Thinx Inc., Knix Wear Inc., Ruby Love (PANTYPROP INC), Eicher GoodEarth Pvt.Ltd., Dear Kate Design Inc., Cora Fannypants, The Period Company, TomboyX Inc., Jockey International, and WUKA Ltd. and others. These market players are adopting various strategies, such as business expansion and product launches, to remain dominant in the market.

For instance, in April 2024, Thinkx launched new range LeakSafe period underwear. The product incorporated with leak-barrier technology, providing up to 12 hours of leakproof protection with superior comfort and absorbency, capable of holding up to 12 tampons' worth of fluid.

Moreover, in March 2024, Eicher Goodearth Private Limited launched Mahina, a revolutionary brand in women's menstrual management and intimate health products. The underwear offers advanced absorbency and leak-proof protection, eliminating the need for pads or tampons. 

Key Benefits 

• The market report provides a quantitative analysis of the current market and estimations from 2024 to 2030. This analysis assists in identifying the prevailing market opportunities to capitalize on.

• The study comprises an extensive analysis of the current and future period panties market trends to depict prevalent investment pockets in the market.

• The information related to key drivers, restraints, and opportunities and their impact on the market is provided in the report. 

• The competitive analysis of the market players along with their market share is provided in the report.

• The SWOT analysis and Porter's Five Forces model are elaborated in the study.

• The value chain analysis in the market study provides a clear picture of the roles of stakeholders.

Period Panties Market Key Segments

By Product Type

• Brief

• Bikini 

• Boy Short 

• High-Waist 

By Distribution Channel

• Retail Pharmacy

• Hospital Pharmacy

• E-commerce Channels

• Supermarket/Hypermarket 

By Region

• North America

  • The U.S.

  • Canada

  • Mexico

• Europe

  • The UK

  • Germany

  • France        

  • Italy        

  • Spain        

  • Denmark        

  • Netherlands        

  • Finland        

  • Sweden        

  • Norway        

  • Russia

  • Rest of Europe

• Asia-Pacific

  • China

  • Japan

  • India

  • South Korea

  • Australia

  • Indonesia

  • Singapore

  • Taiwan

  • Thailands

  • Rest of Asia-Pacific 

• Rest of the World (RoW)

  • Latin America

  • Middle East 

  • Africa

Key players

• Thinx Inc.

• Knix Wear Inc.

• Ruby Love (PANTYPROP INC)

• Eicher GoodEarth Pvt.Ltd.

• Dear Kate Design Inc.

• Cora Fannypants

• The Period Company

• TomboyX Inc.

• Jockey International

• WUKA Ltd

REPORT SCOPE AND SEGMENTATION:

Parameters	Details
Market Size in 2023	USD 133.8 Million
Revenue Forecast in 2030	USD 357.7 Million
Growth Rate	CAGR of 15.1% from 2024 to 2030
Analysis Period	2023–2030
Base Year Considered	2023
Forecast Period	2024–2030
Market Size Estimation	Million (USD)
Growth Factors	Increasing environmental awareness among consumers is driving the period panties industry growth. Initiatives taken up by various government and private organizations to promote female hygiene is driving the market growth. Shift towards practical and user-friendly choices drives the period panties market growth.
Countries Covered	28
Companies Profiled	10
Market Share	Available for 10 companies
Customization Scope	Free customization (equivalent to up to 80 working hours of analysts) after purchase. Addition or alteration to country, regional, and segment scope.
Pricing and Purchase Options	Avail customized purchase options to meet your exact research needs.