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Period Panties Market Report


Period Panties Market by Product (Brief, Bikini, Boyshort, Hi-waist, and Others), Distribution Channel (Offline and Online), and Region (North America, Europe, Asia-Pacific, and LAMEA): Opportunity Analysis and Industry Forecast, 2023-2032


Pages: 280

Oct 2023

Period Panties Overview

Period underwear is just like regular underwear, except they have extra layers of fabric that absorb your menstrual blood during your period. There are different kinds of period underwear for light, medium, or heavy flow days. One can wear period panties on their own, or with a tampon or menstrual cup.

Period underwear can be in the washing machine, the same way the rest of your underwear are washed. Also, period underwear come with instructions that explain the best way to wash them.


Global Period Panties Market Analysis

The global period panties market size was $xx million in xx and is predicted to grow at a CAGR of xx, by generating a revenue of $xx million by xx.


COVID-19 Impact on Global Period Panties Market

Many industries, including textiles and manufacturing, experienced disruptions in their supply chains due to lockdowns, restrictions on movement, and labor shortages. This led to delays in production and distribution of period panties. With people staying at home more often, there was a shift in consumer preferences towards more comfortable and functional clothing. This benefited period panties market, as they often offer comfort and convenience. Economic uncertainties and job losses during the pandemic led to changes in consumer spending patterns. Some consumers might have been more price-conscious and inclined to choose cheaper alternatives, impacting premium period panties brands.

The pandemic accelerated the shift towards online shopping. This trend is continuing post-pandemic as well. Period panties companies that have a strong online presence and effective e-commerce strategies could benefit from this shift. The pandemic emphasized the importance of health and hygiene. This could drive demand for period panties that are marketed as comfortable, hygienic, and sustainable alternatives to traditional products like disposable pads and tampons.


Growing Usage of Period Panties to Avoid Risks Associated with Certain Chemicals in Traditional Products to Drive the Market Growth

Period panties offer comfort and convenience compared to traditional menstrual products, making them attractive to consumers seeking an alternative option. Increasing environmental consciousness drives demand for reusable menstrual products like period panties, which reduce the need for disposable pads and tampons. Period panties are often marketed as a hygienic and safe choice, appealing to consumers concerned about their health and avoiding potential risks associated with certain chemicals in traditional products. Continuous improvements in design, materials, and technology enhance the effectiveness and performance of period panties, attracting consumers looking for innovative solutions. The period positivity movement encourages open discussions about menstruation, and period panties play a role in empowering individuals to manage their periods with confidence. Growing e-commerce platforms provide easier access to period panties, enabling consumers to shop discreetly and conveniently.

Lack of Awareness Associated with Period Panties to Restrain Market Growth

Period panties are a relatively new concept for many consumers. Lack of awareness and understanding about their benefits, usage, and effectiveness could hinder market growth. Companies might need to invest in educational campaigns to address this issue. Cultural norms and taboos surrounding menstruation might affect the acceptance and adoption of period panties in certain regions. Overcoming these deeply ingrained beliefs can be challenging and might require sensitive marketing approaches. Period panties, especially those with advanced technology and premium features, can be more expensive upfront compared to traditional menstrual products. Price sensitivity among consumers, particularly in regions with lower disposable incomes, could impact adoption. The performance of period panties can vary based on factors such as the brand, design, and materials used. Inconsistent performance, leakage issues, or discomfort reported by some users could lead to negative word-of-mouth and hamper market growth. Disposable pads and tampons are well-established and widely used menstrual products. Convincing consumers to switch from familiar products to period panties requires effective marketing and clear differentiation in terms of benefits.

Advancements in Sustainable and Eco-friendly Products to Drive Excellent Opportunities

As consumers become more conscious of their environmental impact, there's a growing demand for sustainable and eco-friendly products. Period panties, which are reusable and reduce the need for disposable menstrual products, align well with this trend. Consumers are increasingly looking for comfortable and health-conscious options. Period panties that offer superior comfort, effective moisture-wicking, and innovative designs to prevent leaks can gain a competitive edge. Developments in fabric technology can lead to better-performing period panties. Companies can explore advanced materials that offer enhanced breathability, moisture management, and odor control. Offering a wide range of sizes and styles can cater to diverse body types and personal preferences. This inclusivity can attract a broader customer base and enhance brand loyalty. Many people are still unfamiliar with the concept of period panties. Educational marketing campaigns that highlight the benefits, usage, and convenience of these products can help increase adoption rates. Partnering with organizations or initiatives that promote menstrual health education and awareness can not only contribute to social good but also create positive brand associations.

Global Period Panties Market Share, by Product, 2022

The brief sub-segment accounted for the highest share in 2022. Brief-style period panties offer full coverage, providing a sense of security and protection throughout the menstrual cycle. This can be especially appealing to individuals who prefer a more secure feeling and want to avoid leaks. The design of brief-style period panties often includes a higher waist and extended coverage at the back, which can help prevent leaks during different activities and sleep. This feature is particularly important for those with heavier flows or during nighttime use. The brief style typically offers a snug fit and a wide gusset, which enhances comfort and prevents shifting or bunching. The seamless and stretchy materials used in these panties contribute to a comfortable wear experience. Many brief-style period panties are designed to look like regular underwear, making them discreet and suitable for everyday wear. This is important for individuals who want to feel confident and normal during their periods. Brief-style period panties often come in a range of absorbency levels to cater to different flow intensities. This allows users to choose the right level of protection for their needs.

Global Period Panties Market Share, by Distribution Channel, 2022

The offline distribution channel sub-segment accounted for the highest share in 2022. Period panties are an intimate product, and many customers prefer to see and touch the product before purchasing. In-store shopping provides the opportunity to examine the quality, texture, and fit of the panties, which can be a crucial factor in the purchasing decision. Some customers might feel more comfortable purchasing intimate products like period panties in a physical store, where they can ask questions discretely and avoid potential privacy concerns associated with online shopping. Retail store staff can provide personalized assistance, help with sizing, and answer questions about product features, making the shopping experience more informative and tailored to the customer's needs. With offline shopping, customers can purchase and use the product immediately, without waiting for shipping. This is particularly relevant for products like period panties that have time-sensitive use. In certain regions, period panties might be a relatively new concept. Having a physical presence in stores allows companies to educate customers and build awareness about the product.

Global Period Panties Market Share, by Region, 2022

The North America region accounted for the highest market share in 2022. The concept of period panties gained traction early in North America, leading to a higher level of awareness and familiarity among consumers compared to other regions. North America has a consumer culture that is often receptive to new and innovative products, especially those that align with sustainability, comfort, and convenience. Period panties brands in North America have been effective at marketing their products, using educational campaigns and influencer partnerships to increase product visibility and adoption. The region's focus on health, wellness, and sustainability has encouraged the uptake of period panties, which are seen as more environmentally friendly and health-conscious alternatives to traditional menstrual products. North America has a well-developed e-commerce infrastructure, allowing period panties brands to reach a wider audience through online platforms and digital marketing. The region has seen strong advocacy for menstrual equity and improved access to menstrual products, including period panties, which has contributed to their popularity.

Competitive Scenario in the Global Period Panties Market

There are several major players functioning in the highly competitive global a period panties market. In order to increase their market presence and boost their product portfolios, brands invest in educational campaigns to inform consumers about the benefits of period panties, how they work, and how they can be integrated into menstrual hygiene routines. This helps demystify the product and address any misconceptions.

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



Historical Market Estimations


Base Year for Market Estimation


Forecast Timeline for Market Projection


Geographical Scope

North America, Europe, Asia-Pacific, and LAMEA

Segmentation by Product

  • Brief
  • Bikini
  • Boy short
  • Hi-waist
  • Others

Segmentation by Distribution Channel

  • Offline
  • Online

Key Companies Profiled

  • Neione
  • Ruby Love (PANTYPROP INC)
  • Proof
  • Knix Wear, Inc.
  • Rael
  • Saalt, LLC
  • Victoria's Secret
  • The Period Company
  • Thinx, Inc. (Kimberly-Clark)


Frequently Asked Questions

A. The size of the period panties market was over $xx billion in xx and is expected to expand at a compound annual growth rate (CAGR) of xx from xx to xx.

A. Neione, Ruby Love (PANTYPROP INC), and Proof are some of the key players in the global period panties market.

A. North America region possesses great investment opportunities for investors in the future.

A. The Asia-Pacific period panties market is predicted to grow at a CAGR of XX% in the forecast period.

A. Educational marketing and innovative product design are the key strategies opted by the operating companies in this market.

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