About the Report
The increase in concern for menstrual hygiene management has been enabling period panties market gain traction since the past decade. With the growing number of awareness campaigns and initiatives, menstruation is no more a taboo even in many less-developed places. This trend has significantly fuelled the demand for period panties. As premium comfort and hygiene offered by period panties have made them highly desirable among women, manufacturers are capitalizing on growth interest and launching even more advanced products to fulfill the growing requirement for the same.
In a its new report, ESOMAR-certified market research and consulting firm, Future Market Insights (FMI) provides a holistic overview of the market and the insight of its growth, potential, and restraints. Along with this, the report offers a thorough analysis of scope and demand in over 20+ countries, and the impact of COVID-19 on the market.
What is Future Outlook for Period Panties Market in Comparison to Historical Pattern?
The global period panties market has expanded exponentially over the past decade. According to the National Center for Biotechnology Information (NCBI), poor menstrual hygiene management increases the risk of Reproductive Tract Infections (RTI). As per an NCBI Survey, RTI in India increased by 26% between 1998-99 and 2002-04. Considering the rate of RTI has been steadily increasing, FMI had observed the period panties market value to have grown at 11.9% CAGR between 2015 and 2019.
The demand for various eco-friendly products in female hygiene management including period panties is expected to boost the market in the coming years. According to Future Market Insights (FMI), the global period panties market is anticipated to grow at 15.8% CAGR through 2030. As stated in a report published in August 2019, by the International Journal of Health Sciences (IJHS), the overall prevalence of menstrual disorders was reported for 76.9% of the females. In order to minimize the risks of the diseases related to menstrual hygiene, various healthcare and governmental organizations are taking initiatives.
The United Nations Children’s Fund (UNICEF) launched the initiative named ‘Menstrual Health and Hygiene; a Global Opportunity’ which aims for achieving access to adequate and equitable sanitation and hygiene for all women by 2030 with their key objective of Sustainable Development Goals (SDG). Period panties being an integral part of maintaining menstrual hygiene is expected to experience further surge in demand during the forecast period.
How Are Environmental Concerns Impacting Period Panties Sales?
Soaring environmental concerns, coupled with the rise in requirement for proper menstrual hygiene, are fuelling the demand for period panties substantially. With the rise in environmental concerns, women are opting for eco-friendly, bio-degradable, menstrual hygiene products such as reusable sanitary pads, organic cotton tampons, eco-friendly period panties, and others in order to keep their plastics footprint low.
Furthermore, various guidelines and initiatives undertaken by governments are encouraging manufacturers to replace the non-degradable products with the environment-friendly ones. The United States Environmental Protection Agency (EPA) has recently come up with their guidelines for Eco-Friendly Label in 2020. EPA also develops standards, criteria, documents, and eco-labeling programs as part of its mission to protect human health and environment. With environmental preservation increasingly being discussed across international forums and organizations implementing various regulations encouraging eco-friendly product uptake, the market for period panties is expected to get bigger in the coming years.
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How Is Awareness On Menstrual Hygiene Management Driving The Period Panties Market?
Poor menstrual hygiene management increases the risk of various diseases such as Urinary Tract Infections (UTIs), Reproductive Tract Infections (RTIs), Bacterial Vaginois, and others. With the rising concern regarding the menstrual hygiene maintenance, and reducing the risks of the associated diseases, the demand for period panties is increasing exponentially.
According to NCBI, the prevalence of RTI and its associated conditions among ever married women in the reproductive age group (15-49 years) is 21% in the rural areas of India. According to the Centers for Disease Control and Prevention (CDC), 26% of the women in the rural areas of South Africa has at least one infection related to poor menstrual hygiene.
According a report published by WaterAid, no access to menstrual hygiene is the fifth biggest killer of women in the world. As the women are getting more concerned regarding the outcome of poor menstrual hygiene management, the demand for period panties is expected to rise further in the coming years.
How is Lack of Awareness Disrupting Period Panties Sales in Certain Regions?
Despite being highly efficient in maintaining proper menstrual hygiene and providing comfort, period panties are yet to be adopted by the women in the rural and other underdeveloped places of the world. According to NCBI, more than 50% girls in rural areas use homemade sanitary pads and reuse the same in the subsequent period.
According to the United Nations Children’s Fund (UNICEF) case study, an estimated 1 in 10 African girls miss school during their periods as there is not enough infrastructure and resources in school to maintain proper hygiene during menstruation. Though women having knowledge about the menstrual hygiene and risk factors of improper hygienic practices are less vulnerable to the associated diseases, in many rural areas women don’t have proper knowledge regarding the same.
However, with the several initiatives and campaigns spreading awareness about menstrual hygiene underway, challenges witnessed by the market will be muted to an extent. For instance, in the campaign ‘Why Menstruation Matters in Sustainable Development’ arranged in New York City, USA in 2020, more than 10 partners including international speakers from South Sudan, NFCC international in Nepal, and others joined hands to spread awareness about menstrual hygiene, health, and its importance.
United States Period Panties Market
The U.S. has emerged dominant in the North America period panties market. The increase in investment on feminine hygiene and healthcare has resulted in significant increase in sales of the period panties.
The increasing number of working women is a key factor fuelling demand for period panties in the U.S., as those minimizes the chances of stains in 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 U.S. to the forefront of the North America market.
As stated in the National Health Statistics (NHS) report published by 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 to the increase in sales of the period panties in the U.S. According to FMI, the U.S. is likely to remain the epicenter of the largest market of the period panties in the world, North America in the coming years.
How is Germany Period Panties Market Gaining from Policy Reforms?
Germany is the second largest period panties market in Europe. The rise in prevalence of menstrual hygiene related diseases coupled with the increasing number of manufacturing hubs is boosting the sales of period panties in Germany.
Favorable government policies have been driving growth in Germany. For instance, the country has reduced tax on sanitary items from 19% to 7% January 2020 onwards. Such favorable regulations are creating a conducive environment for expansion of period panties market in Germany.
As per a report published by the National Center for Biotechnology Information (NCBI), in 2014, nearly 3.9% of the women aged between 14 to 55 years suffered from severe menstrual cramp and discomfort. Period panties being comfortable, and highly efficient in maintaining the menstrual hygiene are gaining rapid traction in Germany.
Additionally, the scrapping of ‘tampon tax’ by Germany on menstrual hygiene products which used to be 19% till the summer of 2019, has worked as a significant driver for the period panties market in Germany since the past year.
Why is Italy Considered Highly Potential Period Panties Market?
Italy has emerged as a highly potential market for period panties in the recent years. The abundance of raw materials, rapidly increasing demand for feminine hygiene products, and the increase in per capita investment for personal hygiene and healthcare are catalyzing the sales of period panties in Italy.
Italy has been adopting various measures to advance gender equality and women’s rights. Against this backdrop, the government of Italy has undertaken various measures towards fulfilling commitments, pledged at the Global Leaders’ Meeting in September 2015. For instance, the country has been strongly focusing on eradicating traditional harmful practices. Besides this, it allocated 22.88 million Euros towards women’s empowerment which accounted for 45.76% of the funds allocated towards the two-year period promised at Global Leaders’ Meeting, as reported in unwomen.org.
Italy also supports various women’s and girls’ empowerment programs. As a matter of fact, the government in Italy as well has lowered VAT cut on tampons and sanitary pads. This has in turn created favorable prospects for menstrual hygiene products manufacturers.
What Drives France Period Panties Market?
France is another key country in the Europe for period panties manufacturers and is expected to remain in the position owing to the rise in demand for the hygienic menstrual management. The well-developed personal care and hygiene segment is projected to bolster the growth in France in the coming years.
A report published by France24 in January, 2018 stated that menstrual diseases often increase the risk of heart diseases, while a report published by The Lancet in March, 2020 associated the characteristics of tampon use with Menstrual Toxic Shock Syndrome (MTSS) in France. As per the Centers for Disease Control and Prevention (CDC) report published in the same year, women diagnosed with MTSS more frequently reported maximum tampon wear of more than 6 hours.
With the increase in adoption of period panties in order to prevent such risks, France is likely to remain in the position in the Europe market.
How Big is U.K. Period Panties Market?
The Royal College of General Practitioners Organization has stated in a new report that menstrual related problems affect a significant proportion of 25% of U.K.’s population who are female of reproductive age. The increasing number of campaigns, initiatives, and governmental investments are what resulted in a well-developed market for period panties in the U.K.
Plan International UK launched its new Menstruation & Female Health Charity in U.K. to spread awareness regarding the proper menstruation hygiene management and related information. They have also launched a ‘Menstrual Manifesto’ which includes real world education and investment in research. According to their survey, 40% of girls in the U.K. have used toilet roll, while 48% of girls said they believed overusing a sanitary product had impacted their health. Their campaigns aim for minimizing the health risks associated with the poor menstrual management.
Such initiatives are catalyzing the growth of the period panties manufacturers as they are experiencing rise in demand for the same all over the U.K.
What Type of Period Panties will Register Highest Sales?
Disposable period panties are the dominant segment in terms of product due to being cost-effective and hassle-free. Disposable period panties now include eco-friendly panties manufactured with bio-degradable polyethylene, fiber, cotton, and others.
As this type 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 the women starting from college going teenagers to working women.
Which Style Of Period Panties Are Highly Sought-After?
Presently, brief-styled period panties are leading and set to emerge dominant in the coming years. This type of period panties provide moderate coverage and high comfort and suitable for wearing with any dresses while minimizing the chances of leakage or stains.
The demand for brief-styled period panties is rising in regions such as North America, Europe, and others and is likely to persist in the coming years.
What Size Of Period Panties Are in High Demand?
Medium sized period panties are increasingly demanded in terms of size and are expected to sustain its position in the coming years. Medium sized period panties being comfortable for the women requiring small to large or the size between these two are experiencing rise in demand worldwide which in turn is spurring the growth of the market. FMI has forecast medium sized panties to account for over 42% of sales in terms of size in 2021.
Which Sales Channel is More Preferred in Period Panties Market?
Offline stores are the most preferred sales channels of period panties and are expected to maintain the lead in the coming years. The expansion of offline sales channels such as exclusive stores and multi-brand stores are expected to boost the growth of the market. However, sales via online channels are slowly catching up. Based on prevailing dynamics and changing consumer preferences FMI has forecast online channels to rise at 16.8% CAGR through forecast period.
With competition getting tougher, the key players are focusing on launching more cost-effective, sustainable products to remain in their positions.
- Clovia launched its new range of period panties including the eco-friendly ones such as Clovia Heavy Flow Period Panties for Sanitary Protection, Clovia Cotton Brief Period Panties, and others in 2020
- Thinx launched its new extensive range of period panties such as Super Hiphugger Period Panties, Super Hi-Waist Period Panties, BoyShort Period Panties, and others in 2020
Some of the key market players are-
- Lunapads International
- Yashram Lifestyle
- Fannypants LLC
- Period Panteez
- Other Players (as per request)
*The list is not exhaustive, and only for representational purposes. Full competitive intelligence with SWOT analysis available in the report
Period Panties Market Report: Scope
Historical Data Available for
USD Million for value and Mn Units for volume
Key Regions Covered
North America, Latin America, Europe, South Asia, East Asia, Middle East & Africa, Oceania
Key Countries Covered
US, Canada, Germany, U.K., France, Italy, Spain, Poland, Russia, China, Japan, South Korea, India, Thailand, Malaysia, Vietnam, Indonesia, Australia, New Zealand, GCC Countries, Turkey, Northern Africa, South Africa
Key Segments Covered
Component, Course, End User, and Region
Key Companies Profiled
Market Forecast, brand share analysis, competition intelligence, DROT analysis, Market Dynamics and Challenges, Strategic Growth Initiatives
Customization & Pricing
Key Questions Answered by the Report
- What is the growth rate for period panties market?
According to Future Market Insights (FMI), the period panties market is expected to grow at 15.8% CAGR during the forecast period between 2020 and 2030.
- Which are the top companies in period panties market?
Some of the top companies in global period panties market are Flux, Clovia, Thinx, WUKA, and others.
- Which type of period panties is more sought-after?
Disposable period panties are highly sought-after and is expected to maintain the lead throughout the forecast period.
- Which is the most preferred style in the period panties?
Brief is the most preferred style in the period panties market and is expected to exhibit hegemony in the coming years.
- Which is the largest market for period panties?
Currently North America is the largest market for period panties. Growth in North America is spearheaded by the U.S. A high section of working population in the U.S. are women, which invariably makes the country a lucrative pocket for period panties sales.
- Which sales channel is more preferred by period panties producers?
Offline stores are the leading sales channels for the period panties. However, changing behaviour pattern among consumers has been encouraging market players to expand their online presence.
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- Boy Short
- E-commerce Owned Portal
- Company Owned Portal
- Exclusive Stores
- Multi-Brand Stores
- North America
- Latin America
- South Asia
- East Asia
- Middle East & Africa