As per newly released data by Future Market Insights (FMI), the period panties market is estimated at USD 169.7 million in 2024 and is projected to reach USD 810.0 million by 2034, at a CAGR of 16.9% from 2024 to 2034. Share of period panties market in its parent market (feminine hygiene products market is 15%-20%.)
| Attribute | Details |
|---|---|
| Estimated Period Panties Market Size 2024 | USD 169.7 million |
| Projected Period Panties (2034) Market Size | USD 810.0 million |
| Value CAGR (2024 to 2034) | 16.9% |
| Period Panties Market Top Players Share in 2023 | 15%-25% |
Key Points Covered in Period Panties Market Survey
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The global period panties market has shown a considerable growth rate of 13.6% from 2019 to 2023 due to some factors like increased awareness of hygienic menstrual products, increased awareness of environmental-friendly products, and a shift towards using reusable menstrual products. Consumers at this time wanted period panties as they were comfortable, washable, and a cheaper way of handling menstruation. Other related developments such as fabric technology helped to develop the market in as much as they developed the work of the product.
Also, it is necessary to note that stable growth of the Internet expansion, e-commerce, and presence in social networks contributed to the distribution of information, primarily for the younger generation. To this end, brands began to use this trend as a way of offering a wide variety of styles, sizes, and absorbencies of the product. New brand creation, higher investment, and new product launches by new as well as existing players also helped the Period Panties market to achieve better market penetration in all the regional markets.
As to the outlook till the period 2024 to 2034, it is expected that the market is going to maintain the strong growth trend with the forecasted growth rate of 16.9% till 2034, this is due to the constant innovations in the design of the product and in the materials used in making the luxury watches.
In this case, such aspects as the use of antimicrobial fabrics, biodegradable products, and better comfort and fitting could be some of the stimuli of reason that may attract a larger and larger populace. Further, as cost, convenience, and information about environmental impacts continue to reduce and become part of many consumer decision-making, the shift to environmentally sustainable menstrual products will continue.
The market is also in the process of expanding in emerging economies, as there the market awareness will be better, the distribution network will be improved and the per capita income will be higher which will in turn fuel the market for growth. In conclusion, the period panties market has significant prospects for development in the next ten years due to the increase in the usage of new technologies in production, the changing perception of society toward the product, and market expansion.
The period panties market is anticipated to witness strong growth in the forthcoming period with the increased environmental consciousness, the shift towards a sustainable lifestyle, and female labor force participation. Women are getting more educated and empowered.
There is, therefore, a bigger consciousness about the implications on the environment and health of conventional menstrual products like pads and tampons, which are usually heavily laden with chemicals, and contribute in a big way to plastic waste. It is, therefore, that alternatives like period panties are moving to the forefront.
Moreover, the market is becoming increasingly available to new designs and materials developed, with the manufacturing community catering to more comfort, functionality, and aesthetic appeal for period panties. Brands on their part are very active in campaigns as well as educational initiatives to make people conscious of period panties, which underscore long-term cost-effectiveness and environmental gain.
For example, the waste reduction from disposable menstrual products is one focus these brands have now geared into with period panties, hence making them an environmentally-friendly solution. This strategic positioning will help overall market growth in the coming years, with consumer inclination towards products that fit into their sustainable values.
Principal Consultant
Drivers for the surge in demand for period panties are expected to be the growing consumer preference for comfort and sustainable products. With enhanced social values, the modern consumer, notably a young woman, becomes more and more attentive to each menstrual product: it should work not only effectively but also harmoniously with her health and sustainability.
Period panties seem to be filling this niche perfectly, offering a reusable, comfortable, and discreet solution for menstrual management. The other important factor that is changing is the shift toward using organic and natural products. People are becoming more aware of the potential health dangers of exposure to certain chemicals and allergens in traditional menstruation products. This is increasingly the case for menstrual products made of organic and natural materials.
In response to this, manufacturers design organic period panties from such sustainable materials as organic cotton that do not contain synthetic dyes and hard chemicals. With the incorporation of fabric technologies, period panties can be designed to have maximum absorbency, odor control, and moisture-wicking qualities. At the same time, they should offer alternatives to users of traditional products. These are not only innovations meant to attract new clientele but also innovations that will make even content consumers keep spending on quality period panties.
Rising health and environmental concerns expected to boost sales in the USA
The opportunities in the USA market are expected to facilitate the growth of the period panties market at a robust CAGR of 11.1% which can be attributed to the growth in the awareness of sustainable menstrual products, growth in environmental consciousness, and high demand for comfortable and effective, eco-friendly menstrual products.
With consumers in America becoming sensitive when it comes to the environment, people are now going for items that have little impact on the environment. These two values also fit perfectly with period panties because they are reusable, thus making them an environmentally friendly product as compared to disposable menstrual products.
Furthermore, flexibility and comfort delivered by period panties as consumer products are other factors that have aided their acceptance in the USA market. Consumers, especially female ones, are now in search of feminine pads that effectively regulate menstrual flow in addition to offering maximum comfort and lightweight with minimized visibility. This has resulted in increased demand for modern products occasioned by the period panties which are fashionable and technologically developed.
Moreover, the leading production companies in the United States are always adapting to create more products that will accommodate the new needs of the population. They are creating period panties with functionalities like antimicrobial, higher absorption rate, and quick moisture control to adequately address the market needs for functionality and comfort.
The market is also experiencing a more personalized type of product, where companies produce as many different styles, colors, and sizes as possible to attract customers of different ages, sexes, and races. Therefore, period panties are now considered part of menstrual care for many women in the United States and contribute to market expansion.
Brands focusing on awareness and accessibility to drive growth
The period panties market in India is projected to grow at a robust CAGR of about 24.7% during the forecast period. This is due to the growth in the knowledge of women for proper menstrual products, growth of the incomes per capita, and the marketing strategies that have been initiated to help the female clientele gain more insight into using the products.
There is a cultural change observed in the Indian market in what concerns the consumption of menstrual products due to a change of mentality regarding people's health and hygiene. In many states across India menstruation is still considered a taboo, mostly because of this there is still poor knowledge and limited access to good sanitary products.
Still, this fact is evolving as brands together with NGOs step up to create massive awareness among females about the essence of contemporary menstrual products and period panties. For instance, Nua, an Indian femtech company at the forefront of this movement has been running a campaign #GoWithYourFlow starring Bollywood actress Deepika Padukone.
Apart from being a commercial campaign that seeks to highlight Nua’s line of menstrual wellness products, the campaign also has the noble intent of undoing the taboo associated with menstruation while encouraging an open conversation on the matters of menstruation.
Such initiatives are also serving to transform perceptions around the country as well as boosting the use of period panties. Also, an increase in disposable income among consumers in India supports more women to buy enhanced quality sanitary niches. Therefore, the exclusivity of period panties which used to be a preserve of a certain class is gradually fading and it can be seen that anyone can afford it.
Such an increase in accessibility, when people are informed about the minimal impact of period panties on the environment and the benefits they can have on people's health, are the main factors that can result in the rapid growth of the period panties market in India in the following years.
Focus on menstrual hygiene and awareness campaigns to boost sales in Africa
There is a favorable market for period panties in Sub-Saharan Africa, although the region faces substantial barriers to MHM. In many African countries, MH is still a concern because of multiple barriers, including limited access to proper menstrual products, limited access to proper sanitation, and social taboos about menstruation.
Nevertheless, owing to the increase in the awareness of menstrual hygiene and the help of NGOs and advocacy groups, the situation is gradually changing. Such organizations as Speak Up Africa and KITAMBAA are currently actively working to increase awareness about MHM and its necessity.
For instance, the "Menstrual Hygiene Management: The "from Taboo to Economic Power" campaign that was recently initiated in Senegal seeks to promote women's and girls' economic and social status by focusing on menstrual status barriers.
The strategic approach of this campaign is to ensure that local communities, religious groups, and key policymakers reign in their thinking to promote better adoption of menstrual hygiene practices. As a result of these campaigns, more people in the region are now embracing the use of period panties as an effective, environmentally friendly solution for managing their periods.
Further, period panties are environmentally-friendly for women and girls who do not have access to disposable menstrual products or have issues with proper waste disposal. Since period panties can be washed and worn again and again, they are thrifty and environmentally friendly compared to disposable products, especially in areas where the latter are inaccessible or prohibitively expensive.
As awareness increases and more women get access to feminine products, the market for period panties in Africa will witness an uptick which would present good business opportunities.
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Reusable Panties Expected to Drive Market Sales
Reusable period panties will take a large portion of the share of 69.0% in 2023 within the period panties segment considering they are environmentally friendly, cheap, and quite convenient. Unlike other menstrual products, reusable period panties are eco-friendly as they eliminate the need for period products that can only be used once and then disposed of. These panties are manufactured to be reusable, eliminating the chances of using panties and then disposing of them by throwing them in the bin.
Also, long-term cost savings are known to make their products attractive to smart shoppers willing to pay for cost within the context of value, aftershaves that do not compromise their comfort or efficiency. With the increasing consciousness of sustainability and menstrual health, women are choosing reusable period panties more and more placing the product category in a dominant position. This category is expected to grow with the CAGR of 18.4% from 2024 to 2034
Mass/Economic price range is expected to hold a Major Share in the Period Panties
In the period panties market, the mass or economic price segment is expected to gain the largest market size share in the forecast period as it is expected to grow with the market CAGR of 15.1% till 2034 due to a growing consumer base and will switch to cost-effective and effective menstrual care products. Having learned about menstrual hygiene, especially in the growing developing markets, consumer trends indicate that affordability is key when choosing products while not compromising on quality and comfort.
This trend is underpinned by the increased variety of affordable period panties that enable cost-conscious consumers to reduce costs and environmental impact by reusing products. Thus, the brands that serve the mass-price segment will have a stronger chance of increasing their growth since the availability of period panties will not be restricted to the niche segment.
Online Retailing Expected to Increase the Sales
In the period panties market, online retailing is particularly expected to make a significant contribution to sales as a result of the global growth in e-commerce consumption. The advancement in technology where consumers can shop online has made it easy for them to purchase period panties of choosing from a wide range of panties available in the market, comparing the prices of different brands and reading more from customer reviews. This trend is further supported by the increased access to smartphones and the internet around the world which has assisted women to search and buy these products online.
Furthermore, the new retail channels like online stores tend to provide deals on products, membership on services, as well as anonymity in the delivery services, which are essential for anybody who wants her or his business to be as comfortable as possible. Therefore, the segment of online retail stores is expected to expand at a fast pace to emerge as the most important sales channel for period panties in the forecast period.
Leading players operating globally in the market are focusing on expansion, partnership, development, and new product launches to expand their business globally.
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| Attribute | Details |
|---|---|
| Forecast Period | 2024 to 2034 |
| Historical Data Available for | 2019 to 2023 |
| Market Analysis | USD Million for Value |
| Key Regions Covered | North America, Latin America, Europe, East Asia, South Asia, Oceania & MEA |
| Key Countries Covered | United States, Canada, Brazil, Mexico, Germany, UK, France, Spain, Italy, Russia, South Africa, Northern Africa GCC Countries, China, Japan, South Korea, India, Thailand, Malaysia, Indonesia, Australia & New Zealand. |
| Key Segments Covered | Product Type, Style, Size, Price Range, Sales Channel and Region. |
| Key Companies Profiled | Dear Kate; Thinx; Knixwear; Modibodi; Saalt; Ruby Love; FLUX Undies; Aisle (formerly Lunapads); Dear Kate; Proof; Bambody; Anigan Inc.; Lilova; Love Luna; Hannahpad; Rejeanne; SHE THINX Inc. (SHEIN); Others (as per client requirement) |
| Report Coverage | Market Forecast, Company Share Analysis, Competition Intelligence, DROT Analysis, Market Dynamics and Challenges, and Strategic Growth Initiatives |
| Customization & Pricing | Available upon Request |
The global period panties market reached a valuation of USD 169.7 million in 2024.
The global period panties market grew at a sluggish 13.6% CAGR between 2019 and 2023.
Key trends driving period panties sales include increasing demand for sustainable, eco-friendly menstrual products and advancements in fabric technology that offer enhanced comfort, absorbency, and leak-proof protection.
Leading players operating in the global period panties market are Dear Kate, Thinx, Knixwear Modibodi, Saalt, Ruby Love, FLUX Undies, Aisle (formerly Lunapads), and Dear Kate among others.
The North America period panties market is projected to grow at 10.7% CAGR over the forecast period.
Leading players in the global period panties market are estimated to account for approximately ~15%-25% of the total market share.
The Europe period panties market is anticipated to expand at ~12.3% CAGR over the forecast period.
1. Executive Summary
2. Industry Introduction, including Taxonomy and Market Definition
3. Key Market Dynamics including market Trends, drivers, restraints, success factors, and Recent Industry Developments
4. Global Market Demand Analysis 2019 to 2023 and Forecast, 2024 to 2034
5. Pricing Analysis
6. Market Background including macro-economic factors, covers supply chain analysis, forecast factors, Porter’s analysis, as well as the PESTLE analysis for the global market
7. Global Market Demand (in Value or Size in USD Million) Analysis and Forecast 2024 to 2034
8. Global Market Analysis 2019 to 2023 and Forecast 2024 to 2034, by Product Type
8.1. Reusable
8.2. Disposable
9. Global Market Analysis 2019 to 2023 and Forecast 2024 to 2034, by Style
9.1. Boy Short
9.2. Bikini
9.3. Brief
9.4. Hipster
9.5. Others
10. Global Market Analysis 2019 to 2023 and Forecast 2024 to 2034, by Size
10.1. Small
10.2. Medium
10.3. Large
11. Global Market Analysis 2019 to 2023 and Forecast 2024 to 2034, by Price Range
11.1. Mass/Economic
11.2. Premium
12. Global Market Analysis 2019 to 2023 and Forecast 2024 to 2034, by Sales Channel
12.1. Direct Sales
12.2. Modern Trade
12.3. Convenience Stores
12.4. Specialty Stores
12.5. Mono Brand Stores
12.6. Online Retailers
12.7. Other Sales Channel
13. Global Market Analysis 2019 to 2023 and Forecast 2024 to 2034, By Region
13.1. North America
13.2. Latin America
13.3. Europe
13.4. South Asia
13.5. East Asia
13.6. Oceania
13.7. Middle East & Africa
14. North America Region Sales Analysis 2019 to 2023 and Forecast 2024 to 2034, by Key Segments
15. Latin America Region Sales Analysis 2019 to 2023 and Forecast 2024 to 2034, by Key Segments
16. Europe Region Sales Analysis 2019 to 2023 and Forecast 2024 to 2034, by Key Segments
17. East Asia Region Sales Analysis 2019 to 2023 and Forecast 2024 to 2034, by Key Segments
18. South Asia Region Sales Analysis 2019 to 2023 and Forecast 2024 to 2034, by Key Segments
19. Oceania Region Sales Analysis 2019 to 2023 and Forecast 2024 to 2034, by Key Segments
20. MEA Region Sales Analysis 2019 to 2023 and Forecast 2024 to 2034, by Key Segments
21. Competition Outlook, including Market Structure Analysis, Company Share Analysis by Key Players, and Competition Dashboard
22. Company Profile
22.1. Dear Kate
22.2. Thinx
22.3. Knixwear
22.4. Modibodi
22.5. Saalt
22.6. Ruby Love
22.7. FLUX Undies
22.8. Aisle (formerly Lunapads)
22.9. Dear Kate
22.10. Proof
22.11. Bambody
22.12. Anigan Inc.
22.13. Lilova
22.14. Love Luna
22.15. Hannahpad
22.16. Rejeanne
22.17. SHE THINX Inc. (SHEIN)
22.18. Other Players (As requested)
23. Assumptions and Acronyms
24. Research Methodology
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Period Panties Market
