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Period Panties Market Size - By Type (Brief, Bikini, Boyshort, High-waist), By Distribution Channel (Retail Pharmacy, Hospital Pharmacy, E-commerce Channels, Brick & Mortar, Supermarket/Hypermarket) – Global Forecast to 2032

  • Report ID: GMI6071
  • Published Date: Jun 2023
  • Report Format: PDF

Period Panties Industry Analysis

Period Panties Market size was valued at USD 241.6 million in 2022 and is projected to reach at USD 358.5 million by 2032 owing to rapid urbanization and growing literacy rate among women.

Period Panties Market

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Period panties are a type of underwear specifically designed to be worn during menses. They are designed to provide leak protection and replace the use of traditional menstrual products such as pads, tampons, and menstrual cups. Moreover, the growing awareness regarding menstrual hygiene is further augmenting the market trends. For instance, as per estimated from the World Bank, more than 300 million women worldwide menstruate, every day. In addition, approximately 500 million lack access to menstrual products and adequate resources for feminine hygiene management. Thus, UNICEF is primarily supporting governments in building national strategies across sectors, such as health and education, that account for menstrual health and hygiene.

Furthermore, menstruation underwear is a relatively modern period hygiene product that can be used in place of more standard menstrual products such as pads and tampons. The technology used for manufacturing of period panties varies by company, but often consists of numerous layers of materials such as polyester, nylon, merino wool, and cotton targeted at blood absorption, so the individual feels dry and comfortable. Additionally, rising government initiative towards menstrual hygiene will further propel the market expansion.

COVID-19 Impact

COVID-19 significantly impacted the world economy and negatively affected almost every industry including the Femtech industry and several other organizations as a whole, irrespective of its size. Initially, the market suffered a setback due to the commencement of the lockdown and stringent regulations imposed by authorities during the lockdown. Due to a shortage of both non-essential and emergency medical supplies, the pandemic caused chaos in the entire medical sector. In addition, the worldwide supply chain was disrupted, impacting the production and shipping of period panties.

Moreover, change in the consumers’ buying patterns were observed since they were unable to purchase period panties from hospital or retail pharmacies owing to monetary and mobility constraints during the pandemic. Further, covid-19 also disrupted new product launches, which caused a negative impact on the regulatory approval of new products. However, the increasing adoption of environment friendly period panties and the rising sales through online pharmacies countered the negative impact which the COVID-19 pandemic initially had on the market development.

Period Panties Market Trends

The growing urbanization among countries of developing nations across the world is one of the primary factors propelling the market expansion. The primary goal of all countries is to promote menstrual health and hygiene, reproductive health, gender equality, among others. The World Banks’s Water Global Practice is collaborating with countries of all nations to include menstrual health and hygiene in water-related projects. For instance, the Rural Water, Sanitation and Hygiene for Human Capital Development Project in Bangladesh aims to eradicate stigma associated with women buying various menstrual products including period panties and promotes women empowerment.

In addition, the World Bank also supports underdeveloped countries by providing them access to affordable menstrual hygienic products and encourages local businesses to further distribute these products.

Period Panties Type Segmentation

Period Panties Market Size, By Type,

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Based on type, the period panties market is segmented into brief, bikini, boyshort, high-waist, and others. The brief segment witnessed the largest revenue size at USD 73 million in 2022 and is estimated to exceed USD 107.8 million by 2032. Menstrual briefs are designed with a higher waistline and fuller coverage, which provides effective leak protection. The extended coverage helps prevent leaks from occurring, giving individuals peace of mind, and allowing them to feel confident and secure during their menstrual cycle.

Moreover, menstrual briefs are often made with breathable and moisture-wicking materials that help maintain proper airflow and reduce the risk of irritation or discomfort. They can contribute to overall vaginal health and provide a more comfortable experience during menstruation. Furthermore, an increasing availability of period panties along with various other businesses working towards creating novel technology will support the segment revenue.

Period Panties Distribution Channel Segmentation

Period Panties Market Share, By Distribution Channel,

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The period panties market is segmented by distribution channel into retail pharmacy, hospital pharmacy, e-commerce channels, brick & mortar, and supermarket/hypermarket. Retail pharmacy segment dominated the global market accounting for more than 35% business share in 2022 and is estimated to witness significant revenue at USD 129.6 million by 2032. The demand for this segment will substantially increase due to the several advantages it offers such as personalized medical advice to customers, convenience, easy accessibility of products as well as other household items. Moreover, the growing awareness regarding menstrual disorders among the female population base is further augmenting the segment progression.


Period Panties Regional Analysis  

U.S. Period Panties Market Size,

U.S. period panties market accounted for USD 45.4 million in 2022 and will grow momentously to reach USD 66.7 million by 2032. The affordability of period panties among the target population base and ongoing technological developments are primarily responsible for the growth of the U.S. market size. Further, the region's high healthcare spending on health care management and rising disposable income will propel the expansion of the North America market. Also, the substantial presence of well-established market participants and the favourable regulatory environment result in a number of product approvals and launches, particularly in the U.S.

Period Panties Industry Leaders

Some of the notable key industry players operating in the 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), Essity, among others. These market participants are implementing various growth strategies such as collaborations, partnerships, acquisitions & mergers, and new product development and launches to strengthen type offerings as well as gain a competitive edge over others.

Period Panties Industry News:

  • In October 2022, P&G's Always launched “50 Period Heroes” team to expand their work to help #EndPeriodPoverty initiative across the U.S. This period heroes represent organizations and people in each of the 50 states of the U.S. as well as enable access to period product to young people. Such initiative offers competitive edge to the firm in the significant market.
  • In January 2021, Essity launched absorbent panties for incontinence and menstruation. Essity has launched several period underwear called intimawear under brands such as Bodyform, Nana, and Libresse. Such product launches are anticipated to augment industry expansion.

Period panties market research report includes an in-depth coverage of the industry with estimates & forecast in terms of revenue in USD from 2018 to 2032 for the following segments:

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Market Size, By Type (USD Million)

  • Brief
  • Bikini
  • Boyshort
  • High waist
  • Others

Market Size, By Distribution Channel (USD Million)

  • Retail pharmacy
  • Hospital pharmacy
  • E-commerce channels
  • Brick & mortar
  • Supermarket/hypermarket

The above information is provided for the following regions and countries:

  • North America
    • U.S.
    • Canada
  • Europe
    • Germany
    • France
    • UK
    • Spain
    • Italy
    • Russia
    • Poland
    • Switzerland
    • Norway
    • Finland
    • Sweden
    • Denmark
    • The Netherlands
  • Asia Pacific
    • Japan
    • China
    • India
    • Australia
    • South Korea
    • Taiwan
    • Indonesia
    • Vietnam
  • Latin America
    • Brazil
    • Mexico
    • Argentina
    • Colombia
    • Chile
  • Middle East & Africa
    • Saudi Arabia
    • South Africa
    • UAE
    • Israel


Authors: Rupali Swain, Pratiksha Kamthe

Frequently Asked Questions (FAQ) :

The global market for period panties was valued at USD 241.6 million in 2022 and will reach USD 358.5 million by 2032, backed by the growing awareness regarding menstrual hygiene.

The retail pharmacy distribution channel will be worth USD 129.6 million by 2032, due to the advantages like personalized medical advice to customers, convenience, and easy accessibility of products.

The U.S. period panties market accounted for USD 45.4 million in 2022. The affordability of period panties among the target population base and ongoing technological developments are primarily responsible for the market growth.

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

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Premium Report Details

  • Base Year: 2022
  • Companies covered: 11
  • Tables & Figures: 205
  • Countries covered: 32
  • Pages: 200
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