According to newly released data by Future Market Insights (FMI), the period panties market is estimated to be valued at USD 169.7 million in 2024, with projections to soar to USD 810.0 million by 2034, registering a remarkable Compound Annual Growth Rate (CAGR) of 16.9% during the forecast period from 2024 to 2034. This growth reflects a dynamic shift towards sustainable, comfortable, and eco-friendly menstrual products, with period panties making significant strides in the broader feminine hygiene products market.
Drivers Behind the Market Boom
The growing awareness of environmental sustainability, combined with increased consumer preference for comfort and health-conscious products, is driving the demand for period panties. The shift away from traditional menstrual products such as tampons and pads—often laden with chemicals and contributing to significant plastic waste—has led to a rising interest in alternatives like period panties. These products, which are reusable, provide both environmental and economic benefits.
Key Factors Contributing to Market Growth
- Increased environmental awareness and a shift toward sustainable lifestyle choices.
- Rising consumer demand for eco-friendly menstrual products, particularly from younger generations.
- Innovations in fabric technology, providing better absorbency, comfort, and fit.
- Expansion of distribution networks, including the growing reach of e-commerce platforms.
- Strong marketing and awareness campaigns educating consumers about the benefits of period panties.
Reusable Period Panties Lead the Charge
Reusable period panties are expected to dominate the market, capturing a significant share of 69.0% in 2023. Their eco-friendly nature, combined with long-term cost savings and convenience, makes them a preferred choice for consumers. The category is expected to grow with a CAGR of 18.4% from 2024 to 2034, as consumers increasingly shift toward products that align with sustainability and health-conscious living.
Online Retailing Fuels Market Expansion
As e-commerce continues to flourish globally, online retailing is expected to become the most crucial sales channel for period panties. Consumers now have the convenience of purchasing products online, reading reviews, and comparing prices, making this a key avenue for period panties market growth. The sector is expected to expand rapidly, thanks to the growing penetration of smartphones, internet access, and evolving online shopping experiences.
Regional Insights
- United States: The period panties market in the U.S. is projected to grow at a CAGR of 11.1%, driven by rising environmental awareness and demand for comfortable, eco-friendly menstrual products.
- India: India’s period panties market is expected to grow at a CAGR of 24.7%, fueled by increasing awareness of menstrual hygiene and the rise of awareness campaigns and improved access to sustainable products.
- Sub-Saharan Africa: Period panties adoption in Sub-Saharan Africa is growing due to increased awareness of menstrual hygiene and the environmental and economic benefits of reusable products.
Competitive Landscape
Leading players in the global market are concentrating on expansion, strategic partnerships, product development, and new product launches to drive their global business growth.
For instance
- In 2024, Thinx, the #1 selling reusable period underwear brand in retail, launched styles featuring its new LeakSafe™ Barrier technology. Available across all products – Thinx, Thinx Teens®, and Thinx for All™ – the innovation offers all-day absorbency and is designed to prevent leaks (and worries) for up to 12 hours.
- In 2022, Sports company PUMA and global leak-proof apparel company Modibodi® have teamed up to launch a range of leak-free period underwear and activewear, created to help women stay comfortable and active during their period whilst making a positive environmental impact.
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)
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Global Period Panties Market by Category
By Product Type, the Global Period Panties Market is segmented as:
- Reusable
- Disposable
By Style, Global Period Panties Market is segmented as:
- Boy Short
- Bikini
- Brief
- Hipster
- Others
By Size, the Global Period Panties Market is segmented as:
- Small
- Medium
- Large
By Price Range, the Global Period Panties Market is segmented as:
- Mass/Economic
- Premium
By Sales Channel, the Global Period Panties Market is segmented as:
- Direct Sales
- Modern Trade
- Convenience Stores
- Specialty Stores
- Mono Brand Stores
- Online Retailers
- Other Sales Channel
By Region, Global Period Panties Market is segmented as:
- North America
- Latin America
- Europe
- East Asia
- South Asia
- Oceania
- MEA
About Future Market Insights (FMI)
Future Market Insights, Inc. (ESOMAR certified, recipient of the Stevie Award, and a member of the Greater New York Chamber of Commerce) offers profound insights into the driving factors that are boosting demand in the market. FMI stands as the leading global provider of market intelligence, advisory services, consulting, and events for the Packaging, Food and Beverage, Consumer Technology, Healthcare, Industrial, and Chemicals markets. With a vast team of over 400 analysts worldwide, FMI provides global, regional, and local expertise on diverse domains and industry trends across more than 110 countries.
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